It is often said that the Athletics Department at the University of Tennessee at Chattanooga is the front porch to the University. In many cases, it is the first thing that exposes people to the institution and is considered one of the strongest ways to engage students, alumni and the surrounding community.
This concept was on full display during our recent participation in March Madness. As we all saw on the nationally televised ESPN broadcast, senior David Jean-Baptiste hit an iconic buzzer-beater in the finals of the Southern Conference Men’s Basketball Championships to defeat Furman 64-63 on March 7.
Not only did that shot send UTC to the NCAA Tournament, but it also propelled the Mocs brand and the Power C logo on a nationwide media tour that ignited our fanbase, reunited alumni and exposed the University to a whole new market of potential students and partners.
After the dust settled from all the fun, the Mocs partnered with MVP, an omnichannel, media measurement and sponsorship valuation company, to take a closer look at what that 10-day run was worth to the brand on a national level. The full report from that study is attached to this page, and you can see some of the highlights in the listed below. The end result was a whopping $23 million in exposure value generated for the institution.