The USF Cash Cow...thanks Marketing Dept!

[WoolyBully]

USF Finds Cash Cow

By ALAN SNEL asnel@tampatrib.com

Published: Dec 11, 2004

TAMPA - The University of South Florida may have struggled on the football field and basketball court this past year, but its Bulls logo merchandise scored big sales in local stores.

University officials credit a redesign of the USF logo last year for more than doubling retail sales of Bulls merchandise to $2.5 million a year, said Tom Veit, a USF assistant athletic director. South Florida officials changed the old bull character into a three-letter acronym with horns extending out of the logo's ``U.''

Although sales of South Florida merchandise lag far behind the state's three powerhouse collegiate sellers - the University of Florida, Florida State University and the University of Miami - the school's green-and-gold gear shares shelf space with the Big 3 in most stores.

Bulls merchandise ranked 50th in royalties from sales among colleges as more fans and alums bought gear with the new logo during a three- month period from July 1 to Sept. 30, according to the Collegiate Licensing Co. The Atlanta firm manages the licensed merchandise programs for more than 200 colleges, bowl games, conferences and the NCAA. The company represents nearly all universities in licensing deals. Notable exceptions are Ohio State, Southern California, UCLA, Minnesota, Iowa, Oregon and Oregon State.

The 50th ranking represents a big jump in sales for USF, which ranked 100th in 2002-03 and 60th in 2003-04 for the 12- month period that ended June 30, according to Collegiate Licensing.

``The improvement they made with the new brand played a big role in the sales increase. The brand before was weak at best,'' said Aaron Coldren, Collegiate Licensing university services representative.

``They spent a lot of time developing the new brand, and it has worked for them,'' Coldren said of USF's logo look.

USF still has a way to go to catch up to the state's football powers. During the last quarter, UF ranked seventh in sales, FSU was 11th; and Miami, 17th.

Besides redesigning the logo, USF also tweaked the colors. They darkened the shade of the green, and changed the yellow to gold.

Overall, it's a distinctive look that can be featured on a polo shirt, a volleyball uniform or a football jersey, Veit said.

``It had to look good on TV, on a helmet, in print or on a uniform,'' he said.

It replaced the ``Iron Bull'' logo, which was released in 1997 and showed the image of a bull.

The current logo is simpler - and effective, Coldren said. ``Some of the best sellers have the most simple logos.''

Top university sellers typically include North Carolina, Michigan, Texas, Notre Dame and Georgia.

Veit said USF is projecting a 10 percent increase in sales for 2004-05, which would bump up sales to $2.8 million. In 2006, USF hopes to keep growing sales by unveiling a children's line of clothing, Veit said.

USF also has partnered with a Tampa-based sports merchandise chain to sell USF gear in the past two years. Nine Sports Fan-Attic stores on Florida's west coast and in Lakeland target USF students and alums, said Bob Derda, vice president of merchandising for Sports Fan-Attic.

The old USF bull logo still is pictured on some signs on campus, but South Florida is updating all signs to show the new logo. In fact, at University Mall, USF's old logo was displayed on a wall around the corner from a Sports Fan-Attic store selling the new logo gear.

Veit said he has talked with University Mall about updating the USF logo.

Reporter Alan Snel can be reached at (813) 259-7850.

[Cubanbull]

Good to hear would be nice to see who ellse made the top 50

[Cubanbull]

Actually i found it here it is

[ftp]http://www.clc.com/Pages/home2.html[/ftp]

under news releases

FOR IMMEDIATE RELEASE OCTOBER 21, 2004

For More Information, Contact:

The Collegiate Licensing Company (770) 956-0520

Derek Eiler, COO, ext. 3249

deiler@clc.com

THE COLLEGIATE LICENSING COMPANY NAMES TOP SELLING

UNIVERSITIES, MANUFACTURERS FOR JULY 1, 2004 - SEPTEMBER 30, 2004

Atlanta GA -- The Collegiate Licensing Company (CLC) is pleased to announce the top-selling CLC member institutions and manufacturers for the fiscal year-to-date. These rankings represent royalties reported July 1, 2004, through September 30, 2004.

Top Universities

1. Michigan

2. North Carolina

3. Texas

4. Georgia

5. Tennessee

6. Notre Dame

7. Florida

8. Oklahoma

9. LSU

10. Alabama

11. Florida State

12. Penn State

13. Kentucky

14. Auburn

15. Nebraska

16. Wisconsin

17. Miami

18. Arkansas

19. South Carolina

20. Clemson

21. Oklahoma State

22. Illinois

23. Missouri

24. Maryland

25. Purdue

26. Kansas

27. Kansas State

28. Connecticut

29. Virginia

30. Arizona

31. Pittsburgh

32. Texas Tech

33. Duke

34. Georgia Tech

35. Washington

36. Syracuse

37. Mississippi

38. Washington State

39. Colorado

40. Stanford

41. Louisville

42. Cincinnati

43. Marshall

44. Montana

45. BYU

46. Georgetown

47. Colorado State

48. Air Force

49. Army

50. South Florida

[dabull80]

I hope it increases but I am sure a big spike in our numbers was old fans buying new gear to replace their old stuff.

[Knight_Light]

Great marketing move (wasn't some on this board just blasting your marketing dept this week?).

Some fans wear the same merchandise for years and years and years...but when you change your logo...CHANGE your COLORS...that forces even the cheap folks who don't notice holes in their shirts...to go out and buy NEW ONES!

That's why even Pro Sport Teams are changing their logos and shades of colors much more frequently...its all about $$$$$.

Also...believe those numbers listed are "Sales Numbers"...not gross profit numbers...but USF should still get a good chunk of it.

KL

PS. UCF is still stuck with a 2-name school when Sloan thought Knights (Fighting Knights was our cheer) was not politically correct.  Now, we have to squeeze Golden Knights on everything...from helmets, uniforms, etc.

DUMB...DUMB...DUMB!!!

Plus...colors Red and Black signify Royalty (guarded by the KNIGHTS), so UCF could of had Red/Black/White for school colors...would of sold MUCH more product then 20 different shades of gold/yellow, but mostly white merchandise.

[Omniscientbull]

That was more than just a marketing department move.

[Knight_Light]

That was more than just a marketing department move.

Really? How so?

Almost every decision you make in regards to one impression, vision, image, positioning, strategy, sales goals, you name it, etc...revolves around Marketing.

I'm sure some would be interested to hear about the "more".

KL

[Bull Matrix]

The Marketing department did handle that pretty good. They did it the right way by letting a group study it and help pick out the best logo. I think the only way students and fans will start showing up is if USF starts winning. That is all there is to it. You can market the hell out of the product, but it just does not get the results when you lose to Army in front of the big crowd. I believe the basketball under Seth always lost in front of big crowds which hurt attendence.

[Cubanbull]

Winning will help but the logo is pretty cool and i know that wearing it around the Miami-FTL area more people are recognizing it and many that dont have approach and ask about it,my cap with the U logo seems to be very well received. That never happened with the old logo.

[T-Man]

Yes I did rip marketing dept. as far as getting people in seats... As far as giving the market dept. credit for sales?   I will give the credit...