Signing Day Notes
12.30.24 - In this quick review I take a look at how college football programs announced their new recruits for the Early Signing Day period running from Dec. 4 – 6. For this sample I looked at 71 programs, and only posts from their official IG accounts.
Posting Strategy
In most cases NSD will be the recruit’s first introduction to fans. Some hardcore fans that closely follow the recruiting battles or check message boards will already know the names, their stats, and will have seen their highlights, but I think you can safely say for most fans this will be their true introduction to new team members.
As to how teams handle that introduction to fans, here’s a couple observations:
The player/fan mix highlight
You don’t have to look through 70 accounts to know that the toughest thing for a fan is when programs integrate the repetitive same team player/fan highlight mix (ie the recruit isn’t part of it) on each post. No question the first couple times it helps pump you up or keep the excitement up, but wow after 3-5x it becomes damn hard to watch and you only want to skip past it. Maybe keep that in the initial NSD promo posts before introducing the individual recruits.
What is the goal?
It would be interesting to know the stated goals of programs for their signing day posts - be the most creative, be the most unique, get the most likes, how can we be different? It would seem obvious, but shouldn’t the goal be the following: Make a positive first impression and bank goodwill for the new players.
It’s only a matter of time before fans start criticizing them: first missed block/tackle, first missed pass/catch, first int, first penalty, etc. etc. the negative is coming guaranteed. Keep the sole focus of the post on the recruit and build up as much goodwill as possible from the start.
Core Post Elements?
The textbook optimal post format would seem to be: custom graphic, player highlights, coach video/quote, player video/quote – would possibly add a 5th in the “Get To Know” format.
Every team should be utilizing the carousel (reminder we’re only looking at IG posts in this review), so adding that extra creative/unique/different slide (graphic/video), or posting photos from the photoshoot can definitely be added, but those initial core four seems the place to start.
Custom Graphic - execution of this starts with a quality portrait shot in the uniform. Illustrations, icons/emojis, helmet on type edits that hide their look can be great as part of the rollout, but start with letting fans see the kid’s face. Next would go ahead and include the full name and position, there’s still plenty of opportunity to get creative with these simple requirements.
Player Highlights – granted many of the clips are poor quality, but still would include them. Also a must to include is a callout to who/where the recruit is in the clip. Depending on the clip quality, the edit is another opportunity to be creative.
Coach Video/Quote – some good examples below of each format, but great to hear/read directly from the coach what they like about the recruit. Build goodwill!
Player Video/Quote – again some good examples below, but let recruits speak directly to fans on why they chose the program. Build goodwill!
NIL Integration
A fast-rising secondary goal should be to integrate an NIL element. NIL and brand building are a part of every recruit pitch, why not start your playbook right out of the gate with NSD?
Some programs do illustrations, emojis – these can easily be turned into t-shirt concepts for sale. A couple programs did poster style designs – these can easily be turned into wall posters for sale. Wisconsin did the best job of NIL integration I’ve seen with actually creating a custom shirt for each player and making it the focus of their posts – easily adaptable by every program.
If you don’t have the resources to execute an NIL plan with NSD, at the very least include a CTA for fans to follow the recruit on social by clearly showing their handles. Every program should be tracking player social stats from the time they commit to the day they leave, so it’s a no-brainer to try and boost the numbers.
Sponsorship
Somewhat surprising to only see one program integrate a possible NSD sponsorship in their posts, but this would seem an excellent opportunity for one main sponsor to be involved.
Notes:
All the programs used the collab feature with recruits.
Teams not doing a carousel: ASU, GT, Indiana, ND, OK St., Oregon.
Teams not including a recruit highlight video: ASU, CU, GT, Iowa, K St., Kentucky, Lville, LSU, Michigan, Missouri, Mich St, ND, Ok St, Oregon St, Penn St, Texas, UCLA, Utah, Wisconsin.
GENERAL CREATIVE SAMPLES:
(Be sure to note the slide #, for example Syracuse you’ll want to be viewing the second slide in the carousel)
Ohio St. https://www.instagram.com/p/DDJ-4Lduamf/?img_index=1
Syracuse https://www.instagram.com/p/DDKCXAfptxv/?img_index=2
Tennessee https://www.instagram.com/p/DDKAFkauoEc/?img_index=2
Wake Forest https://www.instagram.com/wakefootball/
SPECIFIC PROGRAM CREATIVE EXAMPLES:
(Be sure to note the slide #, for example Syracuse you’ll want to be viewing the second slide in the carousel)
Alabama
In reviewing I clicked on about 10 different recruit posts and each had negative comments about the initial design. Respect them for trying a unique concept, but not sure this was a positive look with fans:
https://www.al.com/alabamafootball/2024/12/alabama-roasted-for-national-signing-day-graphics-this-is-embarrassing.html
Auburn
Did a follow-up video post with position coach talking about the recruits:
https://www.instagram.com/p/DDKBYC_xyWk/?img_index=2
Cincinnati
Created custom Lego animations with movements by position (also like the play call integration):
https://www.instagram.com/p/DDKTxjtubmi/?img_index=1
Clemson/Memphis/Michigan St/TCU
Used 3rd carousel slide with recruit quote on why they chose the program:
https://www.instagram.com/p/DDKGU4lRFF-/?img_index=3
https://www.instagram.com/p/DDKMjmRpBut/?img_index=3
https://www.instagram.com/p/DDJ_IMSxlIO/?img_index=3
https://www.instagram.com/p/DDKLeaRutFr/?img_index=3
Colorado
Most of NSD graphics are templates with a uniform design. Colorado breaks up the monotony with a little bit of a varied look while maintaining a consistent “GOT’EM” tag across all graphics. They also included a video message from recruits to fans:
https://www.instagram.com/p/DDKOXUhRz8w/?img_index=3
Duke
Created player illustrations while also showcasing their different uniform combinations:
Florida
Integrated the signing timestamp in the graphics:
Florida St.
Showcased different uniform colors, and also included a video intro from recruits:
https://www.instagram.com/p/DDKgd4LP0ap/?img_index=2
Georgia
Included a personalization touch with a “Get To Know” slide for each recruit:
Illini
Create player Illustrations while showcasing different uniform combinations. Also included video of recruit marker signing:
https://www.instagram.com/p/DDKKCcEIiW4/?img_index=2
Iowa
Utilized the old school newspaper headline announcement, and also included position coach comments on the recruits:
https://www.instagram.com/p/DDKLuL9RF42/?img_index=1
Kansas
Created Madden style EA highlights:
https://www.instagram.com/p/DDKEZZTRtrQ/?img_index=2
Maryland
Created unique poster style designs for each recruit:
Michigan
Created unique superhero illustrations for each recruit:
Missouri
Included position coach talking about recruits:
https://www.instagram.com/p/DDJ_wtAR3j5/?img_index=3
Miss St
Utilized a unique grid layout with 3 posts per player:
Nebraska
Created a unique painting for each recruit, would have loved to have seen all those at one time if they were done on one wall:
https://www.instagram.com/p/DDKFX9txu4W/?img_index=2
North Carolina
Included video message from recruits:
https://www.instagram.com/p/DDKAWaFx6uh/
Northwestern
Included position coach quote on recruits:
https://www.instagram.com/p/DDJ_zQsR8gz/?img_index=3
Notre Dame
Showcased different uniform combos, and included integration of Gatorade sponsorship:
Oregon St
Included Coach quote on recruit, and recruit intro video:
https://www.instagram.com/p/DDKGnX4p9xo/?img_index=3
Rutgers
Integrated Scott Hanson from NFL Redzone introing the players. Also have a recruits video intro to Fans:
https://www.instagram.com/p/DDJ_vyDOB_L/?img_index=2
SMU
Included position coach film breakdown:
https://www.instagram.com/p/DDKBfS1uDdt/?img_index=3
Stanford
Included short coach quote in the post caption:
Texas
First 4 posts lead with video, then all the ones after switch the order with Signed graphic first, video second?? Did a follow-up “Get to Know” video post day after:
https://www.instagram.com/p/DDM7GfEJvBL/
Texas A&M
Used slide 2 for a clear CTA to follow the recruit on social:
Texas Tech
Integrated short clip of alum Patrick Mahomes in highlights slide:
https://www.instagram.com/p/DDKE88JOYzz/?img_index=3
Washington
Included two posts per recruit, with a movie poster style concept for each:
https://www.instagram.com/p/DDKHPB_J5q8/?img_index=1
https://www.instagram.com/p/DDKHsFbp8Pr/
Wisconsin
Only program leading with NIL showcasing recruit T-Shirts, but need a link to buy and also more info (stats, highlights, etc.)
https://www.instagram.com/p/DDJ-z33xbzQ/?img_index=1
Wyoming
They didn’t include any individual recruit posts, just one overall group photo????
https://www.instagram.com/p/DDLP0euSJus/
