……another important hire, because finances are always going to be a challenge for us. I guess the NIL is a separate deal, but I really hope BS goes outside and hires a super sharp, experienced go getter.
Thoughts?
Thoughts?
Sutherland retiring - Big Green top guy
- Thread starter W-S HerdFan
- Start date
Last time Marshall hired outside, we got Huff...
Here comes the big problem...you have MU people who will never go away, who may or may not have good ideas or any real ability to do their job correctly.
Then you have people who have no ties to MU who have great ideas and are creative, but will either bolt or quit for the next opening elsewhere.
Hire one, you'll have a lifer on your hands...but you'll probably get bad creative ideas.
Hire two, you'll have a very brief but possibly good and productive work being done.
Here comes the big problem...you have MU people who will never go away, who may or may not have good ideas or any real ability to do their job correctly.
Then you have people who have no ties to MU who have great ideas and are creative, but will either bolt or quit for the next opening elsewhere.
Hire one, you'll have a lifer on your hands...but you'll probably get bad creative ideas.
Hire two, you'll have a very brief but possibly good and productive work being done.
The Big Green has been mismanaged for years. They need wholesale changes.
Travis is a good dude, always liked him. He’s been at UGA for over 10 years, probably is making way more than Sutherland was.
Marshall athletics is consistently put in a bad situation due to the lack of NIL money that they have to offer athletes. The Big Green needs a motivated individual at the helm running it. It needs to hire motivated, energetic, personable individuals to go out and seek both donations from Herd supporters as well as NIL deals from businesses. In my opinion the marketing department as well needs some work. For example I am a Herd fan and there have been many Baseball and Softball games this Spring that I didn't know about until the day before the event. Other schools marketing departments target different groups of people by constantly offering different promotions, give aways, concerts, etc. Marshall does basically zero in this regard.
To that end let’s figure out whose on the team and see how we can court them
For example we had a football player this past season whose family is worth over $200 million! That’s real money. I am not aware of anything done to court them. I believe the player decided to retire but maybe he could have been convinced to stay in another role. Idk they seemed to really like it here
Marshall has always aimed for the big donors, as they should and that's natural.
But we have so, so many smaller donors or potential smaller donors out there but Marshall/BG seems put off and annoyed in dealing with them.
I started on the BG's monthly plan in 1989 at $10 a month, That's all I could afford then.
I am still on the monthly plan but have grown that monthly donation substantially.
I am still just a middle of the pack donor and not a super fan. Point is, there are many more potential donors out there like me if the school would take the time to find, embrace and cultivate that segment. Jmo
But we have so, so many smaller donors or potential smaller donors out there but Marshall/BG seems put off and annoyed in dealing with them.
I started on the BG's monthly plan in 1989 at $10 a month, That's all I could afford then.
I am still on the monthly plan but have grown that monthly donation substantially.
I am still just a middle of the pack donor and not a super fan. Point is, there are many more potential donors out there like me if the school would take the time to find, embrace and cultivate that segment. Jmo
Problem is, the fans find reasons to NOT participate or donate.
They complain about supposed high prices for tickets as it is, you really think they'll donate to the BG on their own?
They should simply give every student attending MU, the option to be a BG member at the lowest tier they have, but they get all the perks as well so it works out.
The numbers would be significantly higher and some may actually care to give more.
Dylan Davis Look up his dad Ned Davis one of the first to computer model for Wall Street Nice nice family use to stop by our tailgate, they seemed to love it here
The students don't attend the games for any sport with much regularity. When they do, they leave at halftime. Doubt they would even care about BG members. Good thought though
I have. I can’t tell if he was interested or not. But maybe it was the final nail for Sutherland
Same can be said for the fans who don't attend regularly who you seem to want to try to reel in, as BG members.
As I stated, there's more to being a BG member the games. You get discounts at local businesses (which they really need to amp up advertising).
I would include a paper for every new student in their dorm, who signed up for the BG on their acceptance/attendance process, listing the local businesses and perks of how much they'd save, showing their BG donation actually saved them more in a year.
Who's done it better? The man is moving us forward.
MU needs an AD who emphasizes building support for MU athletics Outside the greater Huntington area, I. e., a wider area in WVA and, perhaps the Tri State. Meaning Fans AND Big Green membership. Herd presence/exposure in areas of WV has fallen off under current leadership, such as it is. This includes things such as the Coaches Caravans, etc., which have all but disappeared. School has to FIGHT for support outside of 1 or 2 counties. As of now, however, it looks like, at least athletically, our Athletic leadership appears to have decided to find an abandoned house, of which there are more than enough in H-Town, and curl up in a corner with a whimper and tail beneath like an old, whipped DOG, making little to no effort to compete for fan support with Morganhole Tech in 50 plus counties in WV!!
While I’ll agree, sometimes they ask to see your card. At least for me, and my friend a sky box owner, they never seem like they send out cards
Same old, tired, and beaten down talking point...
Of course MU is always going to have to play catch up with wvu, they're the major university in WV, sadly.
But even with the majority support of the state, they're still being left behind in the grand scheme of the NCAA.
Imagine being the AD...how do you contend with fans who find every reason to not attend your games?
How do you expand? Remember, pretty much everything you do, will cost money, for a limited budget AD.
How do you sell MU athletics to the average WVian?
I really am interested to see what you'd come up with.
But let's shift the focus...considering MU has actually grown in its academic offerings, expansion to new professional degrees (aviation being a big example), it's endowment has doubled since I was there, and they have been classified as an R2 level research campus, they actually have expanded.
I don’t know how long Sutherland has been in his job, but it’s at least 15 years. Marshall graduates what, a couple thousand people a year? If that’s right then we have 30,000 more alumni then when he got the job, but we have just about the exact same number of Big Green members.
Something different needs to be done.
Here’s some off the wall thoughts:
Every grad is offered free, or greatly reduced, season tickets to football their first year out of school. We have more than 2,000 empty seats every game, so what is the actual cost besides sending the electronic tickets?
It would give them a reason to come back, hang out with old friends, and hopefully introduce them to something they would want to continue. I would even have a tailgate area set up specifically for them.
Make the only qualifier be that they set up a minimum level BG membership.
You could make a similar offer for BB tickets for individual games. Make 500 tickets available per game that can be claimed on a first come first served basis.
Bottom line - just do something to get them involved. Recent grads tend to be poor with lots of bills. Give them some free entertainment and try to hook them.
Something different needs to be done.
Here’s some off the wall thoughts:
Every grad is offered free, or greatly reduced, season tickets to football their first year out of school. We have more than 2,000 empty seats every game, so what is the actual cost besides sending the electronic tickets?
It would give them a reason to come back, hang out with old friends, and hopefully introduce them to something they would want to continue. I would even have a tailgate area set up specifically for them.
Make the only qualifier be that they set up a minimum level BG membership.
You could make a similar offer for BB tickets for individual games. Make 500 tickets available per game that can be claimed on a first come first served basis.
Bottom line - just do something to get them involved. Recent grads tend to be poor with lots of bills. Give them some free entertainment and try to hook them.
What do you propose? Interested to hear ideas on how to grow the fan base. One note, 31.4% of Huntington's population of 45K is below the poverty rate. What's the demographics of our fan base. How do we engage students, new grads, etc.
Look forward to the response.
Here’s a breakdown of practical, realistic steps to grow engagement and attendance per AI:
1. Make Football Personal to the Community
Problem: The economic and demographic challenges make sports a lower priority.
Solution:
2. Change the Game Day Experience
Problem: Stagnant attendance often means the experience doesn't feel worth it.
Solution:
3. Engage Students Differently
Problem: Students often don’t attend or leave early.
Solution:
4. Strengthen the Digital Strategy
Problem: People are passively aware but not emotionally engaged.
Solution:
5. Lean into Regional Identity
Problem: Marshall doesn’t have the large-city clout of P5 schools.
Solution:
6. Long-Term Loyalty Programs
Problem: No system in place to reward repeat fans.
Solution:
Here's both a multi-game theme schedule and a localized social media campaign idea, tailored specifically for Marshall University football and Huntington’s community landscape:
✅ Multi-Game Theme Schedule: “This Is the Herd” Series
📱 Localized Social Media Campaign: “Herd Roots”
Goal: Make the community and alumni feel personally invested by celebrating their connection to the program.
Campaign Name: #HerdRoots
Problem: The economic and demographic challenges make sports a lower priority.
Solution:
- “We Are Marshall” Branding Revival: Lean into the emotional legacy of the program. Promote community-first messaging that ties the team to Huntington’s resilience and pride.
- Player Visibility: Encourage players to be seen at local events, schools, and businesses. When the team becomes "your neighbor," people care more.
- Honor Local Heroes: Recognize local teachers, first responders, military, etc., at every home game to build civic pride.
Problem: Stagnant attendance often means the experience doesn't feel worth it.
Solution:
- Theme Days: Family Day, Greek Life Challenge, Huntington Heritage Night, etc. Make each game unique.
- Local Food Vendors: Invite small restaurants/food trucks for gameday to promote small businesses and make tailgating more attractive.
- Cheap Seats for Locals: Offer discounted general admission sections for local zip codes or those on SNAP/TANF/WV WORKS—dignified access can build long-term loyalty.
Problem: Students often don’t attend or leave early.
Solution:
- Tailgate Incentives: Provide prizes or raffles for students who scan in and stay past halftime.
- Student-Only Merch Drops or Field Access: Give exclusive perks for student sections that stay and show out.
- Social Challenges: Launch TikTok or Instagram challenges that gamify student engagement before and during games.
Problem: People are passively aware but not emotionally engaged.
Solution:
- Behind-the-Scenes Content: Show raw, authentic player stories—especially from WV, OH, KY. Feature walk-ons, family struggles, and comeback stories.
- Interactive Polls & Contests: Let fans vote on music, helmet designs, intro videos, etc.
- Localized Targeting: Run geo-targeted Facebook/Instagram ads in a 50-mile radius using nostalgia and pride-based messaging.
Problem: Marshall doesn’t have the large-city clout of P5 schools.
Solution:
- Position as the Region’s Team: Create campaigns like “The Heart of Appalachia” or “Our State, Our Team” and promote heavily across WV and border states.
- Alumni Ambassadors: Mobilize alumni in surrounding cities (Charleston, Beckley, Ashland) to host watch parties and bus trips to games.
Problem: No system in place to reward repeat fans.
Solution:
- Fan Loyalty App: Let attendees earn points for attending games, buying merch, or bringing guests—redeemable for exclusive gear or VIP experiences.
- Generational Connections: Offer family season ticket packages and “Legacy Kid” programs to connect youth to the Herd early.
| Game Week | Opponent | Theme | Execution Ideas |
| Week 1: Home Opener | FCS Opponent | 🟢 Huntington Strong Night | Free/discounted tickets for city workers, local vendors at tailgate, "This is Our City" intro video featuring downtown, local kids as flag runners. |
| Week 2 | Mid-tier G5 team | 🟢 Appalachian Pride Night | Bluegrass music pregame, WV & KY regional food trucks, pregame shoutouts for Appalachian alumni. Giveaway: “Heart of the Mountains” T-shirt. |
| Week 3 | Conference Rival | 🟢 Blackout & Student Takeover | All-black uniforms, black T-shirts to first 2,000 students, TikTok dance challenge for free tuition credit drawing. |
| Week 4 | Family Weekend | 🟢 Legacy Game | Parade of former players & alumni on field, discounted family ticket packs, on-field halftime “Herd Baby Race” or family-themed games. |
| Week 5 | National TV Game | 🟢 Lights On the Herd | Glow gear giveaway, LED wristbands that sync with music, social media photo contest: "Best Light Show". |
| Week 6 | Final Home Game | 🟢 Sons and Daughters Night | All WV high school bands invited to perform halftime, feature Marshall legacy students pregame, senior recognition. |
Goal: Make the community and alumni feel personally invested by celebrating their connection to the program.
Campaign Name: #HerdRoots
- Platform Focus: Facebook (older alumni), Instagram (young alumni/families), TikTok (students)
- Timeline: 6–8 weeks leading up to and through the season.
- “Where Are They Now?” Wednesdays
- Short reels on alumni in local jobs, especially teachers, coaches, business owners.
- Example: “Meet Mike – a Marshall linebacker turned Huntington firefighter.”
- “Friday Night Lights to Saturday Fights”
- Highlight Marshall players who came from local WV/KY/OH high schools.
- Use split-screen graphics of their high school game vs. Marshall play.
- “Fan of the Week” Feature
- Submit stories/photos of long-time or new fans; feature them on game day.
- Encourage fans to tag @HerdFB with #HerdRoots for a chance to win merch or field passes.
- Countdown Graphics with Local Icons
- Example: “5 days until kickoff – 5 bridges that connect Huntington just like the Herd.” Blend football hype with hometown imagery.
- “This is Home” Series
- Voice-over video series with players narrating what Huntington or Marshall means to them. Raw, heartfelt, low-budget but emotional.
I think the Big Green needs to send attractive co-eds into the stands with tablets to sign up the drunk guys, The co-eds can fill out the form on behalf of the new members during the plays by using the applicants ID, either manually or by taking a picture of it and allow the app to do its magic. Then during one of the 47 timeouts, the applicant could provide their phone number and e-mail address.
Graduates who live out of state struggle to make it to MU games as season tickets holders as it is.
Reduction in things like season tickets isn't going to retain fans.
You need to make MU football THE thing to do on a Saturday in the fall, and too many events clash with it.
Funny how you're asking me to answer a question I asked others. But I'll go along, as long as you answer it yourself.
The AI actually already has had some of the ideas I've floated around this board before but:
Every student is a BG member with the lower tier of perks for a heavily reduced cost that is put into their tuition. The numbers alone is quite a bit.
Go social media heavy. Sorry old timers, that's the way the world is headed...and if you complain, tough luck, we need youthful fans who won't complain about the color black. The Tiktok challenge idea is a good one, and I liked the Twitter interaction that they once did where a MU fan tweet got selected, displayed on the board, and the user won something.
Midway through the 3rd quarter, prices on food/drinks/even alcohol (until they stop serving) is reduced.
Marshall themed pep rally the night before, the city does whatever it wants, and while they sort of do this with 9th st live or whatever, they should make it more Marshall.
Local business employees pay an entry fee and they get a chance to have their business featured on the scoreboard for the game with ___ amount of minutes reserved for them, for FREE! (More on that in a second).
I like the idea of certain groups, like those on food stamps or whatever, getting discounted tickets, might even benefit giving them entire packages with a voucher for a food item and drink when they enter the stadium.
I also wouldn't be shy about advertising that if you're in HUD or below the poverty line, you're welcome to attend MU games through a program that caters to your income level.
Reserve a suite for a random drawing for a group of fans who can win VIP access to the suite for the next game.
Post comparative prices of games on billboards all over the state, showing it's more affordable to attend an MU game than wvu or nearby programs.
Create a narrative for the team and positively build on it...clowns like Chuck Landon drag the team down, frankly, make people think this team can really be special.
MU has a giant chip on its shoulder with the transfers and Huff leaving the way they did, it absolutely would make a good story for people the follow. The only reason anyone gave a damn a while back about MBB, was because Elmore was chasing the scoring title...you're telling me MU couldn't figure out something to elevate our team, even if it is for a year?
Running ads is a given, and some fools who think MU can afford not to do them, are, well, fools. But if you're going to run local ads, bring in some MU starpower, not just Chad or Vinny, but Brad Doriff or hell, Billy Crystal if possible, people being recognizable selling stuff would be great.
I like the idea of the theme game days. The Greeks are dying but if it were an MU Toga party theme with the fraternity/sorority with the most people in togas at the end of the game, getting a free tailgate spot the following game, or that suite, it would be an incentive to attend.
Same for other sports/athletes, recognizing the various programs each week would be good for other programs to attend if possible.
This biggest thing for growing the fan base, and I have said this before, is to start them off younger.
MU should pay every HS in the state and surrounding counties, for the complete list of their sophomore, junior, senior students with a 3.0 GPA and higher their contact information.
Send them a brief questionnaire of what they are considering pursuing, which if something MU.offers, they will know, and will get stuff in the mail according to that pursuit.
MU would follow up and keep on that student with the incentives to go to MU...and at the end, if said student chooses MU, they'd get a reduction of season tickets for their family for the first season.
If said student maintains a particular GPA throughout their time at MU, each season, their family gets a reduced season ticket package.
Just a few things off the top of my head.
I would agree with this and the AI ideas. This topic has been tossed around for years and many members of this board have provided input and genuinely good ideas. The issue is, Marshall seems blind to many ideas or just unwilling to commit to a plan. But, it's always the fans fault. LOL!
Now more than ever, Marshall is competing for discretionary dollars that seem more limited for many each year. It's not an easy task but they must invest time and money to get current fans and new fans in the fold. jmo
Keep your head buried in the sand, 04. One of those stuck in the 50s folks, I guess, perfectly happy with MU being “the Huntington School”! Way to hitch a wagon to a sinking ship!!! Stats don’t lie; just check the census numbers in the last 6 or 7 decades for Huntington, Cabell County.
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That's exactly how much you contributed to this topic.
You were asked a question with genuine interest and you failed to deliver.
Please contribute to the thread by removing yourself from it.
I have said it time and time again...the fans really do have a hand in the overall perception of MU and thus, if it's "worth" going to games.
The fans can never commit to one or the other:
When you have fans who literally "give up on the season" after a single loss...while claiming to have "endured the crash and rebuilding of the program since" it contradicts itself.
When you have fans who are somehow aghast that the women's basketball coach leaves for one of the best programs in women's basketball, while saying, "she's not going to do well, the SEC is too tough, MU is at her level" is condescending and evidence the fans are only with someone if they're with MU...forget their goals and ambitions (BTW, congrats Coach Caldwell on the Sweet 16 in her first season, to the losers who said she wouldn't do well).
Fans saying MU should be able to be an attractive destination for athletes, but also trash the city and leadership of both MU and Huntington.
Fans wanting there to be minimal advertising during games but aren't wanting to pay more for tickets.
Fans expecting MU to be able to afford to compete with other programs but also remind everyone how far below the poverty line a percentage of the residents are.
It creates an atmosphere of fake optimism...the fans are cheering but also just waiting, drooling, to crap on the first dropped pass, the first loss, the first negative...
You can't exist in two places at once. Pick one and stick to it. But of course I'm asking people to actually do something, which they won't do.
Well then, quit allowing threads to ask about such things.
Literally shut them down with the message, "We have discussed this over and over...go find the topic in the archives."
HG04 - I hate to see you put this much effort into ideas that no longer apply to Gen Z as well as the Alpha’s just popping into view. You are now 2-3 generations removed from The Faithful - those who were adults when the Crash occurred and my age group (65-72 y.o.’s now). These newer generations grew up with video games/eventually social media & now VR (virtual reality) experiences, all of which break the habit of large group gatherings. Why go to the trouble of spending money & time going to a static, physical event when you can get a more sure thing through your friends playing 5 hours of Mortal Kombat or 6 levels of fill in the blank?
Here’s the reality: the time of getting buy in from the under 30 crowd is past. The 30-45 year olds may be starting families, while not necessarily getting married. There are far too many options on an individual’s menu, and a live sporting event isn’t in the top 5.
Here’s an example, which may or may not be judged as relevant:
Progression - record/8 track/cassette tape/CD/steaming. Each advancement rendered its previous medium obsolete.
I too wish there was a magic bullet to fix the problem. Now for the 🍒 on top:
NIL/portal - the poison pill destroying the environment we so loved in the 90’s.
If only the fix was upgrading the pissers!
Very, very difficult environment…..
Here’s the reality: the time of getting buy in from the under 30 crowd is past. The 30-45 year olds may be starting families, while not necessarily getting married. There are far too many options on an individual’s menu, and a live sporting event isn’t in the top 5.
Here’s an example, which may or may not be judged as relevant:
Progression - record/8 track/cassette tape/CD/steaming. Each advancement rendered its previous medium obsolete.
I too wish there was a magic bullet to fix the problem. Now for the 🍒 on top:
NIL/portal - the poison pill destroying the environment we so loved in the 90’s.
If only the fix was upgrading the pissers!
Very, very difficult environment…..
For now, you’ll still have the 20-22k that show up unless it’s raining. But how to replace those butts in seats once the Ancients go on to their great reward? Would a local blackout of television increase attendance? Is that even possible? As has been pointed out ad nauseam, even in ‘99 an undefeated season didn’t move the needle towards averaging sellouts. Maybe the better AI ? would be: How to penetrate the mindset of younger fans to walk away from their intimate relationship with their phones/gaming systems to take a chance on a real event?
You've participated in them as well. Ask the mods. No reason to get uptight about it. It's good discussion among fans who want to see us grow, have success, and move forward. I would bet just about everyone on this board is a BG member, season tix holder, attends multiple sporting events, etc. or combination thereof.
I suggested that several years ago and everyone laughed at the idea. Yes. It’s possible. But that isn’t the problem at this point.
Overall, I just believe the culture of college football in that region isn’t as entrenched in the hearts and minds of the people as a whole. Football will always be a second or third option for entertainment in that market. Simply not enough diehard fans in the region to make it a weekly event. Combine that with all the other kids sporting events and practices which has consumed the young families extracurricular time during season both in the region and those that may be willing to travel in to see games.
You correctly pointed out the NIL has resulted in further damage. I remember as both a kid in Htgn and a student at Marshall getting to see players for 4 years. Developing a vested interest in the players both as a fan and in some cases as friends. That is primarily over.
The self defeatism mindset of the area too is a big undercurrent. We had a team that won a conference title last year. Instead of being proud of that, the dislike of the previous coach consumed the base throughout the year. A fanbase that “gave up” halfway through a season after a loss or two….the fans quit, when the team clearly didn’t.
It is what it is. Frankly I don’t believe marketing gimmicks will change much of it.
Other than the OSU's, Bama, UGA's and PSU's of the world, attendance is suffering at many schools. To act like Marshall is the only school to have issues is delusional. It could be a hell of a lot worse. Frankly, I think the fans and donors support the school very well. We're the 3rd smallest public university (D1) in the nation in terms of full time enrollment, or we were. Pair that with the area located, not prosperous, aging fanbase and a donor body (BG) who hasn't been able to increase the overall donor base in more than a decade, you have our situation.
It's certainly a combination of several things and none easy to fix. Communication, establishing a connection between the school and alumni, knowing your market/demographics. 115K living alumni and only 3300 or so BG members. If that were private sector, someone would have been fired long ago for failure to perform their duty.
It's certainly a combination of several things and none easy to fix. Communication, establishing a connection between the school and alumni, knowing your market/demographics. 115K living alumni and only 3300 or so BG members. If that were private sector, someone would have been fired long ago for failure to perform their duty.
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