West Virginia University’s Marketing Triumph: A Triple Win at NACMA Awards
MORGANTOWN, W.Va. – **In an exhilarating showcase of creativity and innovation**, the West Virginia University (WVU) Athletics marketing department has just clinched **three prestigious awards** from the **National Association of Collegiate Marketing Association (NACMA)** during the 2025 NACMA Convention held in vibrant Orlando, Florida. This recognition celebrates the department’s relentless commitment to enhancing the **Mountaineer brand** while engaging fans and the community alike.
Celebrating Success: A Gold and Two Bronze Awards
This year, the marketing team secured a **gold award** for its **Coal Rush game day promotion** dedicated to WVU Football, illustrating the department’s exceptional creativity. Additionally, two **bronze awards** were awarded for a **significant year-over-year revenue increase** and an effective **lead generation campaign** aimed at boosting fan engagement for the 2024 football season.
Words from the Leadership
“I am extremely proud of the marketing department and each external unit that played a crucial role in the success of these initiatives,” stated Erin Gibson, the Senior Associate Athletics Director of Marketing. **Her insights emphasize the department’s dedication** to providing an exceptional game day experience, nurturing revenue growth, and attracting the next generation of Mountaineer Nation through innovative marketing strategies. “It’s an honor to see our team recognized for their efforts in these essential areas.”
Honoring a Legacy: The Built on Bravery Collection
In addition to their marketing accolades, WVU Brand and Trademark Licensing celebrated its **WinCraft’s Best in Class Collection award for the Built on Bravery Collection**, a tribute to the coal industry that underscores the state’s rich heritage. This collection not only represents a nod to West Virginia’s legacy but also celebrates the hardworking individuals that embody **Mountaineer pride**.
A National Recognition of Impact
WVU Brand and Trademark Licensing also received the **2025 Collegiate Licensing and Impact award from CLC** for the “Most Effective Campaign.” This award acknowledges significant metrics tied to **increases in brand awareness, visibility, and sales**. “Our goal was to tap into tradition and connect WVU Athletics directly to the hardworking people who make Mountaineer Nation what it is,” expressed Nikki Goodenow, Director of WVU Brand and Trademark Licensing. **The Built on Bravery Collection allowed fans to exhibit their pride in West Virginia and West Virginia University.**
Gold Award Highlights: Embracing a Rich Heritage
Gold | Game Day Promotion — Coal Rush WVU Football
West Virginia’s enduring connection to **coal mining** is not just historical; it’s the lifeblood of the state’s economy and identity. The **Coal Rush game** embodies the resilience and unwavering pride of communities built on this formidable industry. After fervent requests from fans, the initiative came to fruition, featuring **black jerseys** and a night game, beautifully blending history with modern fanfare.
Bronze Achievements: Driving Revenue and Engagement
Bronze | Year-Over-Year Revenue Increase
During the 2024-25 fiscal year, WVU took bold strides to enhance operational efficiency and streamline marketing efforts. By implementing cutting-edge strategies in **lead generation** and **audience segmentation**, WVU optimized its digital marketing ecosystem, aligning it with e-commerce initiatives and delivering high-quality leads to its dedicated sales team.
Bronze | Lead Generation Campaign — 2024 Spring Football Lead Gen Campaign
Marking its **40th year in partnership with WVU Medicine Children’s**, the annual WVU spring game transformed into a free event, aimed at generating leads for the upcoming football season. The strategic move to capture first-party data through a digital claim process represents a pioneering approach to fan engagement and community support.
