Diagnosing the 'Flutie Effect' on College Marketing

Sean Silverthorne:

Boston College's greatest marketing campaign lasted about six seconds.

It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48 yards that was miraculously caught for a game-winning touchdown--a climactic capper on one of the most exciting college football games ever.

The play put BC on the map for college aspirants. In two years, applications had shot up 30 percent.

Ever since, marketing experts and school deans have acknowledged the power of the Flutie Effect's ability to transfer a successful collegiate athletic program into a hot ticket for admission. Georgetown University applications multiplied 45 percent between 1983 and 1986 following a surge of basketball success. Northwestern University applications advanced 21 percent after winning the Big Ten Championship in football.

Posted by Jim Zellmer at May 3, 2013 2:42 AM
Subscribe to this site via RSS/Atom: Newsletter signup | Send us your ideas