‘Passion’ campaign turning McMaster campus maroon

Wednesday, February 2nd 2011
By
BEN ORR

SILHOUETTE STAFF

You may have noticed the maroon and grey have been a little more maroon this year. Beginning in September, McMaster Athletics and Recreation unveiled the “Colour Your Passion” campaign, aimed at increasing school spirit within the student body and McMaster community as a whole. The campaign revolves around one thing: a colour.

The walls of the David Braley Athletic Centre have been painted maroon, and posters instilling the idea that “it’s not a colour, it’s an attitude,” have been plastered throughout the halls. Most recently, a giant mosaic of CIS champion cross-country runner Jessica Pearo was put up. The first thing you see when you enter McMaster’s athletic complex is a larger than life poster of our champion. Clearly, a message is being sent. The Marauders matter to this university.

Parrish Offer, Business Development Coordinator for Athletics and Recreation, summed up the need for the campaign.

“It is shown in countless studies that students who are engaged in extracurricular activities at university score higher in the classroom than those who do not. The new athletic marketing campaign is designed to attach to as many students as possible by creating a lasting bond between the university and the student.”

This bond is clearly created through school spirit, and more specifically, an attachment to the colours of the school.

“School spirit is often portrayed through athletic competition, however not all students compete on a varsity Marauder team. The colour maroon is all across campus and we have found that students attach themselves with the colour maroon already.”

The goal of the campaign was to be inclusive, and to make everyone feel like a Marauder, said Offer.

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“This campaign will transcend athletics to other parts of campus so that students will become involved. Hopefully within our walls, but if not, that there is more to university than just the school work. Athletics and Recreation is all about enhancing and adding to the student experience, not just for varsity athletes, but everyone who comes to watch or participate.”

A key element to the campaign was the opening of the appropriately named Maroon Shop, located in the Athletic Centre. Formerly Short Stop, run by the MSU, the new shop is a joint venture between the Student Union and Athletics and Recreation, and is focused on performance athletic apparel.

“The [Maroon] Shop gives us an opportunity to sell name brand items such as Nike, Adidas and Under Armour with our brand attached. The brand is stylish and creates the message of who McMaster really is. We are not trying to be like anyone else. We are McMaster,” said Offer.

Short Stop never had the success that the Maroon Shop is currently having, and the new products can be seen around campus. Sales for the shop have increased, and Marauders apparel sales at Titles have also increased.

The campaign is focused around the Athletic Centre, with numerous posters and banners being installed, and includes Ron Joyce Stadium and Burridge Gym. The goal of the campaign was to increase traffic for all these facilities, and success is measured this way.

“Increased traffic through the building and attendance at our varsity events are all numbers that can be gauged. This year we broke a regular season attendance number in football. Seventy-five per cent of students use our building annually, making it one of the most diverse buildings on campus. The DBAC is another place for students to come and enjoy. We will continue to make it the better. Ultimately we want to be as inclusive as possible and increase that 75 per cent to even higher.”

Athletics and Recreation changed their policy this season, allowing free entry to varsity volleyball and basketball games for all Mac students wearing maroon. This reflects increased attendance at these events and the effort to make Burridge Gym a difficult place to play for opposing teams. The campaign has been undeniably successful, but will continue to evolve in the future, according to Offer.

“Additions to the building are continuing. There will also be some changes to the website and extensions to colouryourpassion.ca. We want more people dressing in maroon to be part of the collective and we will continue to reward with incentives. There will also be more events in the stadium and building that will engage students who are not necessarily interested in sports.”

The Colour Your Passion campaign has undoubtedly began to change the culture on campus, and Athletics and Recreation hopes the success will continue. So, pull on your maroon, break out the cheers and be a Marauder. It’s easier than ever.