College Sports Public Relations

Preston Consulting was engaged by the College of the Holy Cross to promote a prestigious basketball game between Holy Cross and illustrious opponent George Mason at the DCU Center in Worcester, Massachusetts.

The PR consultancy challenge centered around publicizing a game scheduled on a traditional shopping night four days before Christmas in the 7,000 capacity Worcester DCU Center at a time when the majority of the student body was absent due to the holiday season. The PR initiative was afforded only a three-week lead time.

Preston Consulting immediately created and implemented a series of promotions aimed at increasing attendance through ticket incentives, which also generated media coverage and a sponsorship opportunity.

The inaugural Worcester County Shootout was created to invite basketball standouts from local area high schools to participate in a three-point shootout during timeouts and half time. Fellow students, families and friends were encouraged to attend the game to support the high school representatives and enhance the atmosphere in the DCU Center.

Worcester-based Polar Beverages agreed to purchase 300 tickets to allow complimentary entry to the region’s Boy Scouts who attended the game dressed in their uniforms. Tickets sales were boosted by accompanying parents and friends.

A food drive to aid the Worcester County Food Bank offered the incentive of a 35 percent reduction on a full price adult ticket in exchange for a minimum of two non-perishable food items, which could be donated in special collection bins in the arena box office.