ICLA Announces 2015 Synergy Award Winner|
April 9, 2015
The Synergy Award is given annually to an exceptional "team" on campus or from a conference that has demonstrated extraordinary commitment to collegiate licensing over the course of the past year that has directly contributed to the betterment of the industry and the institution or organization. The team must also have made significant contributions to the collegiate licensing industry through innovative or new ideas during the current academic year, have played a vital role on campus and in the industry through their leadership, and have demonstrated teamwork/involvement from multiple components in the licensing process.
"The ICLA Officers and Board of Directors are proud to recognize the trademark licensing program at West Virginia University as the recipient of the 2015 Synergy Award," stated ICLA President Brett Eden, director, marketing and licensing auxiliary services at the University of Utah. "WVU's ideas, presentation and execution were impressive and inspiring, and this is well-deserved recognition for their team."
During the past year, the trademark licensing office at WVU worked with a number of different departments both on campus and off to promote officially licensed products to Mountaineer fans everywhere. To kick off the school year, the WVU Magazine was redesigned and now includes a section titled "The Goods", featuring products from multiple official licensees. With the help of the WVU social media team, a Pinterest board was created to showcase the products and to provide retailer information.
Another event the team launched was Mountaineer Vogue, a fashion show created to share some new, traditional and exciting WVU apparel with fans. With the help of ICLA sponsor Collegiate Licensing Company, the team reached out to over 20 licensees to donate products for the show. The models for the show included students form the Student Government Association, former WVU athletes, employees, a local TV personality, and the biggest star of the show, University President Gee, who modeled the new Collegiate Tartan bow tie to the crowd.
Perhaps WVU's most inclusive and encompassing effort this year was Mountaineer Nation Day (#WVUMND), a day for Mountaineer fans to show their pride and passion all across the world on a specific day. The trademark licensing office worked closely with athletics and the alumni association to set the date and plan for the campaign. Fans could register their watch parties from across the world, and numerous contests were held leading up to and on the day of #WVUMND.
Marsha Malone is the director of the trademark licensing program at WVU where she leads and implements strategic direction for the program and sets policies and procedures for treatment of the university's trademarks. Nikki Goodenow has worked in the trademark licensing office since 2010. Her responsibilities include: internal branding, marketing licensed products, meeting with departments and student organizations on campus, product category management, and serving as the liaison for licensees and retailers. Michelle Hamric and Kelly Prendergast both serve as program coordinators for the team.
About ICLA: ICLA provides educational and networking opportunities, enhancement of acceptable operating standards and ethics, and establishment of the overall prestige and understanding of the profession of collegiate licensing. For more information on ICLA, please visit www.iclanet.com. ICLA is administered by the National Association of Collegiate Directors of Athletics (NACDA), which is in its 50th year. For more information on NACDA and the 15 professional associations that fall under its umbrella, please visit www.nacda.com.