Convention

Biggest takeaway

My biggest takeaway was from the session "Women in College Athletics Marketing." There was some really powerful advice about speaking up, building relationships, and staying confident. Know that your energy and leadership have an impact on the people around you. And a reminder that "being clear is being kind."

What to improve for 2027

At the kickoff event and many of the panels, there was limited representation from divisions outside of Division I. As a result, much of the information and advice shared was not applicable to institutions at the lower levels due to differences in staffing and resources. There seemed to be little understanding of the organizational realities at these levels, where we do not have large departments, extensive senior leadership teams, or numerous interns and coordinators to rely on. I was also somewhat disappointed in the content of some panels. Several felt very basic and focused on common-sense information or introductory concepts intended for individuals with little experience in these areas. Many attendees, however, already have foundational knowledge and attend these sessions to gain new ideas, challenge current practices, and learn from experts in the field. Examples of this were the video board content panel and the AI doppelganger panel. I was hoping for more innovative strategies and advanced insights rather than information and ideas that most attendees were likely already familiar with or actively implementing.

Topics for next year

I would like to see more intermediate and advanced sessions rather than introductory content. Many attendees come to convention looking for new ideas and innovative strategies, so sessions on advanced AI applications, next-level video board storytelling, and creative fan engagement tactics would provide greater value, particularly when paired with speakers from Division II and III institutions who can speak to implementing these ideas with limited resources.

Additional comments

Overall, I appreciated the opportunity to connect with colleagues from across the country and always leave NACMA with new relationships and ideas. The networking and willingness of attendees to share and collaborate remain some of the convention's greatest strengths. For future conventions, I would encourage more representation from Division II and III institutions and a wider range of session levels, including intermediate and advanced content. I also recognize that many smaller institutions do not have the budget to send staff members—or multiple staff members—to convention every year. When they do have the opportunity to attend, it would be beneficial to ensure they leave with innovative, actionable ideas that they can bring back and implement on their campuses, regardless of their staffing levels or resources.

No written feedback.

Biggest takeaway

My single biggest takeaway from the convention was that there are a multitude of ways to entice fans to come to your campus for athletic events and that there are ways in which my athletic marketing department can build upon current initiatives to target more individuals within our local community.

What to improve for 2027

Bring back the round table small group discussion for the YP, Mid Level, and Senior Level cohorts, like there was in Orlando 2025. Being a YP, I found it immensely beneficial and way easier to make connections with those who are in similar places as you within their career. I found it way more challenging to make as many connections this year, with how it was set up to attend various general sessions that you had to choose between.

Topics for next year

One topic that I would like to see at a future NACMA Convention is one surrounding creating traditions that keep fans coming back. I would like for panelists to talk about how traditions can be created and how to teach a fan base to not only learn but upkeep a tradition after you stop utilizing an emcee or the videoboard to prompt fans on what to do.

Additional comments

Spread out sessions such as the Women in College Athletics Marketing and Raising Families and Building Careers to different parts of the day, as they are more focused on smaller target segments within the industry. I found that the sessions during other parts of the day, such as that afternoon, were more enticing to many within the industry with less time to choose between more options.

Biggest takeaway

BYU talking about game presentation

What to improve for 2027

It would be helpful if things were split up by the size of your school. The bigger schools do things the smallers schools don't have the resources for and smaller schools have to be more creative.

Topics for next year

Music Strategy at games

Biggest takeaway

From my perspective, the overall biggest takeaway was that most people regardless of their job title find fan engagement to be the main and most sustainable way to generate revenue.

What to improve for 2027

I would say if there is a way to add more breakout and programming panel sessions that repeat or find a way to break them up better, that would be helpful. For example, I really wanted to be able to attend the Community Outreach as a Growth Engine, Video Board Content & In-Venue WOW Game Presentation Strategies, and the Influencer Marketing in the NIL Era: Connecting with Campus, Community & Beyond sessions but I couldn't because they were at the same times as the Elevating Marketing and Driving Revenue Through Data, Driving Incremental Revenue in the New Era of College Athletics, and the How are we generating revenue while also getting "lean" to optimize smaller budgets? sessions which were a higher priority for me, so I had to pick and choose.

Topics for next year

Since it is something that I myself and a few of my other colleagues in the industry are currently trying to navigate, I think a session regarding how to make the jump from a mid-major to a Power 4 college athletics department would be very beneficial.

No written feedback.

Biggest takeaway

Continuing to expand my professional network and learning new ideas related to revenue generation.

What to improve for 2027

Programming seemed very heavy towards a few select topics and a lot of that was only applied for larger schools.

Topics for next year

Adjusting from small schools to bigger schools or vice verse and how they approached the different challenges. Could help provide context for larger and smaller school administrators to draw from.

Biggest takeaway

The session with Andrew Davis on Digital Doppelgangers. It was very informative and had practice knowledge.

What to improve for 2027

I think you need to offer one more PPD panel. I heard some people say (frankly, young men) they felt like they could only attend the session on Dealing with Dynamic Personalities because they didn't have a family (so that nixed Raising Families & Building Careers) and they aren't a woman so they felt like they couldn't attend Women in College Athletics Marketing.

Topics for next year

My suggestion for a PPD panel is something for Young Professionals. Maybe a panel of seasoned vets sharing advice or even full-time employees who've only been in their role for 1-3 years who can also share practical advice.

Additional comments

1. I think the Best Of Awards should split into another group, having 4 total groups. That 4th group would be G5 schools. There's a perception that G5 schools will never have a chance to win because they're up against P5 schools...some G5's may stop submitting altogether.

Biggest takeaway

I felt validated consistently throughout each talk, I think sometimes in college athletics we can feel crazy but it was nice to spend time around people who speak the same language.

What to improve for 2027

Making sure all audio works, the videoboard talk was awesome I just wish I could've gotten the full effect of their presentation.

Topics for next year

A conversation about leading interns and GAs would be very beneficial. I found it was already being touched on but how to start new programing to have a larger intern base.

Additional comments

I am very grateful for the stipend I received that made attending the conference possible!

Biggest takeaway

Influencer marketing was one of the biggest pieces I took away from the convention. Using people around our town, but also our student athletes and alumni.

What to improve for 2027

A lot of sessions talked about NIL even if it wasn't about NIL. I think we need more variety. Sessions about running internships and more networking opportunities in smaller settings for bigger schools.

Topics for next year

Running successful internships for big, medium, and small schools.

Biggest takeaway

Loved the Build Your Digital Doppelganger(S): Turning AI into a Competitive Advantage for Collegiate Professionals.

What to improve for 2027

Make the awards ceremony a little shorter on day one. I think a few years ago the award portion was prerecorded and that kept it moving a little faster.

Topics for next year

Would like to see continued programming for Women in Athletics - the NACMA PPD Session: Women in College Athletics Marketing or some version of that should remain on the schedule for future years.

No written feedback.

Biggest takeaway

That NACMA is something I need to continue with in the future. Being my first year, I had little knowledge on what to expect. Seeing it all for the first time solidified my want to go into this field and knowing its possible at so many different levels.

What to improve for 2027

The breakouts felt grouped in a way where I was unable to go to all of the sessions I was most interested in because they were all at the same time. I feel spacing them out in a way where topics are separated would be beneficial.

Topics for next year

Fan experience specific. This year the closest was the videoboard/in game experience (my favorite breakout of the entire convention), yet the fan experience piece was kind of pushed to the side for the videoboard and in game promotions (emcee, halftime games, etc). All topics that I thoroughly enjoyed, though hitting on fan experience could be nice

Additional comments

I was a Mike Cleary Stipend Recipient. I was told about this program from a past recipient, told about a session where all recipients got to meet together and brainstorm/network. This is what I was most looking forward to, I was a little disappointed that there was no session regarding this. I had the past recipient that I knew double check the agenda to make sure I wasn't missing it and there was nothing for it unfortunately. I'm not sure if it is only an Orlando location-specific session, if there were other external factors that played into this, or anything of the sort.

Biggest takeaway

Rev generation is the key to a successful program. Most breakout sessions led back to rev gen which is the reason we all do what we do. Revenue generation helps all departments.

What to improve for 2027

More breakout sessions on first day and last day.

Topics for next year

Would like more young professional breakout sessions. Topics like transitioning from a GA/Coordinator role to an Director.

Biggest takeaway

The network opportunities are extremely powerful

What to improve for 2027

Push for panels to speak a little more in depth on how they actually are trying to solve issues they have had, rather than being over general.

Topics for next year

I would like to hear what smaller schools are doing to drive extra revenue, true mid-major programs or lower.

Additional comments

NACMA -mentee/mentor meet up should be round table. I think we missed the Veteran's sessions.

No written feedback.

What to improve for 2027

More programming on the final day of Convention and the return of segmented programming on day one (Young Professional, Mid-Manager, Veteran), as it allows you to attend three professional development sessions instead of choosing two.

Topics for next year

I would like to see more speakers from G6 / mid-major schools

Biggest takeaway

My biggest takeaway from convention was learning to transition the mindset from "following the recipe" of our presentation method to adopting a mindset that challenges ourselves and connects with fans in meaningful ways through risk-taking and re-evaluation.

What to improve for 2027

One way NACMA could improve would be to make the exhibit hall map more easy to read and accessible to find certain vendors. I felt that the map was very poorly designed and had to result to blindly walking the exhibit hall both days to find a certain vendor.

Topics for next year

One session that I think would be great for next year would be to have a specialized session for young professionals to discuss how their athletic journey has been and work together to improve a few aspects of their game presentation. More broadly, I feel that there could have been more programming or special sessions for young professionals outside of the resume/LinkedIn session.

Additional comments

Just another idea: Maybe we can have specific messaging about what to expect at convention and have a mini series where we can go through what to bring, what to expect, how to build your schedule, etc.. I feel like this would be perfect for first time convention goers and those who haven't been to convention in a while.

Biggest takeaway

The biggest takeaway was no one is very certain how this industry is moving and the way we are adapting is so different between schools.

What to improve for 2027

I think more for folks that are new to the industry, maybe like an intro session before the event starts. I was lucky to have a former colleague who had been before and was able to show me the ropes.

Topics for next year

I liked the Video Board Content & In-Venue WOW Game Presentation Strategies session. I would love to see more schools and examples!

Additional comments

I think there should be more perspective of smaller schools. A lot of the panels had 2 P4 schools and one G6. A lot of the advice or insight was out of touch for smaller schools with smaller budgets in my opinion.

What to improve for 2027

Balance out the breakout sessions with the PPD and programming panels. There were 6 breakout sessions, and you could only attend 2 but 3-4 of the other sessions that you could pick 2 of. If every "choose 2" section of the convention had 4 options, then attendees could attend a higher percentage of each group. I also think that each "choose 2" section should be broken out by the NACMA 3 pillars with 1 session about revenue generation, 1 about branding, and 1 about fan development, and then 1 session about another specific topic like videoboard show, kids clubs, professional development, etc.

Topics for next year

I would like to see a session specifically devoted to optimizing digital marketing from start to finish, including tracking open rates or impression and tracking ROI on those

Additional comments

I think that we should add in a betting line for the NACMA awards leading up to the awards ceremony. I.e. when the marketing team of the year finalists are announced before convention, have an opportunity for attendees to do a "fan vote" for who they think is going to win and have a betting line to show who's the favored team. This would be really easy to implement with CUE, which already does a lot of activation during that session anyways

No written feedback.

Biggest takeaway

Everyone is struggling on their campuses and need support. Peers stepped up to support one another with best practices; I thought convention was successful this year.

What to improve for 2027

It would be great to have senior administrators and directors speak to how they have different KPIs for success.

Topics for next year

I thought the AI session was good. I would have loved it in a workshop format so we could follow along.

Additional comments

n/a

What to improve for 2027

Felt that programming was not as strong as previous years. The last day typically had more sessions and it felt light. The programming at exhibit hall was a great idea but think it is hard to hear.

Additional comments

Not sure how possible it is but if we are able to get the agenda earlier in the year that way schools can plan and coordinate flights I think that would be helpful.

Biggest takeaway

Those who can prove an ability to drive revenue will be in the best position as marketers moving forward

What to improve for 2027

I think some of the panels tried to bite too much so it was 1" deep and a mile wide, where I think it's more helpful to go 1" wide and a mile deep

Topics for next year

More management development