Case Study

Strengthening Support: SCG’s Strategic Communication for NJSIAA

How a Multi-Channel Media Approach Elevated NJSIAA’s Reputation and Enhanced Public Understanding in New Jersey’s Athletic Community

Challenge

Increase all key publics’ understanding of the association’s overall role and actions, with a goal of generating greater support. Provide direct assistance with and counsel during all crisis situations and help foster a favorable competitive environment in which the playing field truly is an extension of the classroom.

Publics:

  • Student-athletes
  • Public, parochial, private schools
  • Coaches, trainers, athletic directors, administrators
  • Student-athletes’ families
  • Media outlets
  • State legislators and regulators
  • New Jersey residents
  • Overall athletics community (local, state, national)

    • Geographic area:

  • New Jersey
  • Nationwide (periodically)

    • Solution

    SCG established an ongoing, strategic communication program emphasizing earned media, along with aspects of shared and owned media. Specifically, in addition to regular consultation with NJSIAA leadership, SCG maintains consistent contact with all relevant journalists, even providing monthly opportunities for in-person meetings with NJSIAA senior personnel. The familiarity bred by this media interaction is essential during crisis situations, when it’s imperative that reporters invest the time needed to grasp complex nuances of a given situation. In addition, SCG deploys opinion-focused print and video pieces, social media content, and web-based information. Collectively, these varied components of the communication program ensure that key publics have clarity on all NJSIAA-related matters.

    Tactics:

  • Information provided, explained during open-to-media meetings of member schools
  • Media outreach, in the form of news releases, other content
  • Social media content
  • Online informational content
  • Video-format sharing of information
  • Special events, including scholarship luncheon

    • Results

    Challenges of various sorts are endemic to the environment in which NJISAA functions, but internal research
    indicates satisfaction levels are high among member schools. In addition, multiple key influencers – including
    journalists – recently praised the association both for its words and actions. Broadly speaking, NJSIAA’s reputation
    is positive, its balance sheet has improved, and its leadership is widely recognized for thought-leadership on a range
    of crucial issues. Highlighting the consistent progress of the communication program on behalf of NJSIAA has been
    positive media coverage in multiple key media outlets, including NJ.com, News12 New Jersey, NorthJersey.com,
    Asbury Park Press, and many others. In addition, during the past 12 months, the social media effort has seen a 356%
    rise in Facebook average daily impressions and a 140% increase in X (formerly Twitter) retweets.

    356%

    social media effort has seen rise