FIU Athletics Director Scott Carr sits down with ADU’s Tai M. Brown at the 2024 NACDA Convention in Las Vegas to offer insight into developing an institutional brand through storytelling. Carr, who ascended to the Big Chair via ticketing, marketing, events and promotion and fundraising, discusses his strategies for external communication, including his mantra: “If it’s not on social media, then it didn’t happen.” As part of his quest to consistently and creatively tell FIU’s story, Carr and his team developed a special “Miami Vice”-inspired football uniform, creating a uniform reveal that garnered over 1M views in less than 24 hours. Carr: “If you’re not telling people who you are and what you’re accomplishing – whether that’s academics, whether that’s competitively, whether that’s fundraising or ticket sales – then you’re not doing your job.” Carr and Brown also discuss how to tell a student-athlete’s story when they’re only in a program for a year due to transfer portal pressures; how to make the fan experience a storytelling opportunity; and why it’s valuable to develop a Hall of Fame for a young program.
The conversation is indexed below for efficient viewing (click the time stamp to jump to a specific question/topic).
