Competing for student athletes has acquired fiercer momentum over recent years. By assuming different images, elite and non-elite colleges and universities are pursuing different promotional and marketing strategies to attract student-athletes. Conventional promotional and marketing strategies include, for example, TV ads and on-campus bulletins and announcements. As new platforms of expression emerge – most notably New Media – universities are grappling with new ways to enhance brand equity and project specific images. Tapping into new social media as new platforms and means of promotion and brand marketing, universities are, indeed, responding to growing needs for developing more effective, recruitment strategies (Judson, Continue reading...