The Bradsher Beat
Tuesday, March 26, 2013
By Bethany Bradsher |
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P.R.
Machine running fast break
By
Bethany Bradsher
©2012 Bonesville.net
All rights reserved.
Myatt: ECU zone slows
Greyhounds
Post-game audio: ECU coach Jeff
Lebo...
Post-game audio: Loyola coach
Jimmy Patsos...
Post-game audio: Maurice Kemp &
Robert Sampson...
GREENVILLE — Every Tuesday
night in Mendenhall Student Center, quite a number of East Carolina students
gather for a group called College Life. But last night College Life's
regular meeting room was empty, its members displaced to the student section
at Minges Coliseum.
The Pirate basketball team
has played on several other Tuesdays this season, and this is the first
time College Life has changed its plans in deference to a game. That
development, says ECU director of marketing Scott Wetherbee, represents
the kind of culture shift coming out of the Pirates’ involvement with a
tournament known as the CIT.
With a resounding 70-58
victory over Loyola (MD) on Tuesday night, the Pirates found themselves
in unknown territory — competitive basketball with April just around the
corner. And with another home game on Saturday, the Pirate Nation is
squeezing every drop out of the experience.
Naysayers will dismiss the
Collegeinsiders.com Tournament as too obscure to deserve notice, but
Wetherbee and his staff have taken the opposite approach. Shortly after
ECU accepted a CIT bid and offered to host the first-round game,
Wetherbee visited head coach Jeff Lebo in his office and warned him
about what was coming: Marketing’s version of the full-court press.
“We’ve done just as much
marketing over the last 10 days as we did all year,” Wetherbee said.
“We’re trying to get people here and trying to get people excited and
get them on board. Our biggest thing is, these are the small building
blocks to building a program.”
Their efforts have taken
many forms: Ticket promotions, robocalls to Pirate Club members with a
message from Lebo, videos, tweets and game time activities to keep the
crowds engaged. Wetherbee overheard some fans at Saturday’s Rider game
commenting on the band holding up giant copies of Lebo and Heather
Macy’s heads to distract opposing free-throw shooters. The band has been
doing that all year, and it confirmed his hope that this postseason run
is reeling in new fans.
“This is giving us the
chance to kind of showcase the program and get ready for next year,” he
said.
The marketing and event
staff at ECU certainly deserves plenty of credit for turning the CIT
into a marquee happening, but they are riding the coattails of Lebo and
his players as they churn out victories. Each win, as Wetherbee sees it,
is another opportunity to propel the Pirate Nation forward.
Article
continues after the following picture.
Seniors Miguel Paul (0) and Maurice Kemp
fire up the fans during ECU's CIT quarterfinal win over Loyola (MD)
Tuesday night. Students accounted for a considerable share of the
energetic crowd of 4,512. (W.A. Myatt photo)
And then there’s the
lightning bolt of fate thrown down in the form of an aeronautic
one-handed Maurice Kemp dunk during Saturday’s victory. The dunk
electrified the crowd and became must-see YouTube material, but it
didn’t stop there. The play made ESPN’s Top 10 Plays of the Week on
Monday’s Sportscenter, getting screen time usually reserved only for the
darlings of the NCAA tourney.
Wetherbee and his
colleagues were thrilled by the ascendancy of Kemp’s clip, but their
favorite part of the phenomenon is something only a marketing-minded
person would hone in on — the size of the crowd as captured by the
camera.
“Several people have said,
“It looks like the place was sold out in that video,” he said.
It has been
well-documented that East Carolina has to pay upwards of $30,000 per
game to host, but ticket sales have been brisk enough to counter that
expense, and Wetherbee and other ECU officials are convinced that the
upside is considerable. And with at least one more game to host, they
plan to roll out the big marketing guns again.
“We already have a plan
for Saturday,” he said. “We know what we will roll out and we’ll be
ready to go — e-mail, Twitter, Facebook, videos. It’s going to be an
uphill battle because of the Easter break, but we’re hoping to get the
students to stick around for one more day.”
E-mail Bethany Bradsher
PAGE UPDATED
03/27/13 07:11 PM.
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