Memorandum for President Smith
Subject: Licensing Program for the Athletic Department
You asked me to describe the relative advantages of licensing options and offer my recommendation on how the athletic department should proceed. Recently, a licensing company has approached me regarding the matter of the licensing rights to our university in order further promote the image of our school. Furthermore, the company has come up with a feasible proposal, which will enhance and complement each of our varsity teams such as our football team, women’s basketball team, and track team. However, such rights to the royalties of our school will compromise the athletic department and the school’s image as well. The company seems to be adamant in acquiring the royalties of our varsity teams. While it spares us from the rigors of marketing the image of our school, the primary concern here is which party will handle the marketing of our varsity teams better.
The company is used in handling matters such as marketing the product (our school), however it should be taken into consideration that if ever we decide to affiliate ourselves with a private company, a plethora of issues will emerge from such move. The image of the school will be compromised due to the fact that it will imply that the school’s identity is a product per se. With this in mind, the notion of affiliating the school with a private licensing company will place us in sheer scrutiny from the board of directors and the school alumni as well. I suggest that we resort to independent licensing in order to market our school’s image along with other prominent varsity teams. Such move will complement the other varsity teams that need to bolster their publicity in order to garner substantial support from the students and fans. Making the alumni part of the school’s operations is a matter that the alumni will take into heart, and bolster their pride for their alma mater as well.
Independent marketing of the school’s image will give us an opportunity to improve not only the school image but the education that the school offers. In order to realize such, I propose that we seek assistance from the school’s marketing major alumni. This will make the marketing easy since the alumni are more familiar with the school’s mission and vision. Furthermore, our marketing degree holder alumni will be more than willing to help and improve the school’s image, as they help promote and foster school spirit among other alumni as well. The independent licensing and marketing committee will be comprised of marketing degree holder alumni and a representative from each varsity team. This will make the conceptualization process more comprehensive and efficient for the committee. The licensing and marketing committee will brainstorm every conference meeting they will have in order to make the independent licensing process feasible enough in order to make progress with the proposal at hand. The committee will be acting more than a consultant to the independent licensing proposal; they will proceed with the marketing operations as well in order to have a synergy in terms of promoting the school’s image. Our school deserves to be handled by professionals that our school produced as well. This fosters pride among the alumni and our students by complementing our school through such matters. With this in mind, it is not necessary for the school to sell its royalties to a private licensing company. Our school will do better with an independent licensing and marketing scheme.