Atkinson to Lead CoSIDA Strategic Branding Review
Recognizing that CoSIDA represents a rapidly changing profession and must keep pace as the expectations of the job continue to evolve, the organization’s Executive Board of Directors has commissioned a strategic branding review process during the upcoming year.
CoSIDA President Sam Atkinson will chair a diverse working group that will embark on a comprehensive assessment of the evolving issues that face the profession through the eyes of the many constituents it serves along with others in the growing college athletics communications environment.
“The Executive Board of Directors has discussed for several months the future of our profession and how CoSIDA should respond to the growing expectations our members face,” explained Atkinson, who is the Associate Athletic Director for Communications at Gallaudet University.
“It’s imperative that we keep pace with the new dynamics that define who we are and understand how we are perceived, and how we can connect and galvanize everyone in college athletics who plays a role in messaging and content creation.”
Atkinson will be joined by CoSIDA Director of Creative Services Beau White, representing the national staff, in guiding the process. The review will be led by a diverse working group of SIDs that will include veteran members along with digital media and multi-media professionals inside and out of college athletics.
“It’s been nearly a decade since CoSIDA did a comprehensive branding exercise and everyone would agree the communications industry has changed significantly in the last 10 years,” White said.
“This is an opportunity for our national association to explore if who our members are and who external audiences think we are, are in alignment. We’ve also got a chance to open our doors wider to all types of communications and creative professionals and I hope many will want to be part of this exploration. We want CoSIDA to be an organization our members are proud of and prospective members are excited to join.”
Beyond the potential enhanced advocacy benefits that could result in a strategic branding review, Atkinson also pointed to the need for CoSIDA to expand its membership base to attract interest from younger members of the profession and those who are focused on social media communications.
“We will reach out to members at every level and also utilize our new cabinet structure to make sure all voices in CoSIDA have an opportunity to offer feedback during this review process,” added Atkinson.
CoSIDA conducted a strategic branding review in 2012-13 and hired the Cryder Rinebold Company to coordinate the process. In addition, the organization’s leadership worked with Springboard International during 2015-16 to develop a strategic plan for CoSIDA.