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Market Your Football Program

Building a quality football program is like building a business or building a house. Before building the house, you must have a solid foundation. When building your football program, the foundation of your program begins with the community. Great community support will help you see your program through its ups and downs.

1) Get involved in your community

Get involved in things unrelated to football. Before you can ask for community support, people need to know who you are and what you do apart from your win and loss record. There are many opportunities for you and your staff to work in the community. Talk to the Rotary Club. Volunteer with Habitat for Humanity. Organize a summer reading program with your players reading to elementary school children.

2) Establish a partner program

Build working relationships with local businesses that benefit both your program and the businesses. Generally, these are funding opportunities with local businesses. In return, provide team apparel or access to team events and access to fan-run events.

Ask a local business to sponsor a contest to be held at halftime or during your football games. Tailor-made parties sponsored by local businesses (radio stations are great) are another idea.

All coaches should have a weekly radio show broadcast from a local restaurant. The restaurant enjoys high visibility and increased activity on show nights. Coaches can talk about their programs and the community. Everybody wins.

3) Access your program history

Whether a coach was at a school for a day or ten years, they should make it a point to understand the history of their school’s football program. With this knowledge, coaches can then use this history to their advantage. Plan reunion weekends, especially for teams that have done very well. Establish a Hall of Fame, connect with all the “famous” alumni, honor college football players in the program. Drawing on a program’s past helps build community support and fundraising efforts.

4) Be creative

Whatever a trainer does, they should be as creative as possible in building the foundation of the program. Make small changes to existing events or create new ones. Create an honorary coach program where a local business sponsors someone from the community to coach on the sidelines of a game (or quarter or half game). Any idea a coach may have to help build community support is valid.

If a coach does it right, building community support will lay the foundation for a successful program. Using your community’s resources is a win for everyone involved – the community, local businesses and, most importantly for coaches, the football program.

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