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Joke between Coaches and Players Spawns Marketing Campaign
Friday 09th of March 2007 08:39:48 PM
“Floorburn U” has gone from being a joke between Coach Chris Lowery and his basketball team to a marketing slogan being printed on t-shirts in order to raise money for renovations of the Southern University of Illnois Carbondale’s arena. To complete renovations, the school must raise $33 million.The joke originated from a common injury that players shared while they were practicing. The phrase caught on and is now being used to help the university pay for upgrades and improvements for the sports teams that represent the community.
“If we sell 1,000 that's great; if we sell 10,000 that's great. It's money (SIUC) didn't have in the first place. So, we're counting on SIU alumni and basketball fans and Salukis in general to spread the word to everyone else,” said Cheryl Endres, who represents the company Silkworm, has agreed to print the t-shirts. The company has managed to sell three-hundred printed T-shirts so far and has plans for a second printing.
While the university, located in Illinois, USA, receives private donations from alumni and patrons, a lot more money is needed in order to begin the project. In addition to the arena renovations, a new football field has also been planned. Even though printed T-shirts sales are going well, the money that needs to be raised will probably come from students in the form of added fees and tuition hikes.
printed T-shirts will be sold at sporting events, and in other venues. Other fundraising events may also be planned to help offset costs so that the students will not have to pay as much for the new construction.
(c)Ricardo Avelar, www.sxc.hu
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