This paper examines two interconnected aspects of college athletics: the role of coaches in fostering social awareness and values among student-athletes, and the marketing and recruitment strategies universities employ to attract talent. Through examples including Chris Canty's domestic violence seminars and Coach Mike Krzyzewski's character-driven program standards, the paper demonstrates how coaches function as mentors who shape not only athletic performance but also moral development. The second section analyzes push-pull marketing frameworks, target market identification, and long-term relationship building with prospective athletes, highlighting how universities can balance competitive recruiting with institutional values and integrity.
College and university coaches occupy a unique and powerful position in the lives of student-athletes. Their influence extends far beyond sport fundamentals to shape the values and behavioral choices of their players. According to reporting by Jarrett Bell in USA Today, Chris Canty, an NFL player with the Baltimore Ravens, has become an advocate for domestic violence awareness after attending seminars on the topic. Canty now serves as a speaker at seminars alongside CBS sportscaster James Brown and Tony Porter, co-founder of "A Call To Men."
In his reporting, Canty emphasized the distinctive power of coaches to effect change in their athletes' attitudes and values. "It's different than with a teacher," Canty explained. "A lot of times a coach can be more effective" because of the more passionate aspect of competitive sports and the closeness that coaches develop with their players (Bell, 2013). This close relationship, built through shared struggle and competition, creates a unique channel for moral and social influence that transcends traditional classroom education.
The responsibility coaches carry goes beyond winning games. Every coach has a duty to teach social values alongside the fundamentals of sport, modeling the behavior and character they expect from their players. The late Dean Smith, legendary coach of the North Carolina Tar Heels, exemplified this approach, serving as a true mentor who shaped the lives of his players in ways that persisted long after they left the court.
One proven method for facilitating change in athletes' attitudes and values is to train coaches and help them develop the skills to approach their players from a social change perspective. Recently, a seminar on domestic violence held in Charlotte, North Carolina, attracted 400 coaches, reflecting the growing recognition of this need. Kenya Fairley, program director for the National Resource Center on Domestic Violence, observed that "The more men who are involved, the better. They are able to relate to each other in ways that go beyond what we can do" (Bell, p. 2).
Fairley further noted that when coaches "are spreading that message to raise awareness and deter domestic violence from occurring, it's very positive" (Bell, p. 2). This approach leverages the natural credibility and influence coaches possess within their teams, creating peer-to-peer accountability and modeling that formal educational programs alone cannot achieve. By training coaches as advocates for social change, universities multiply the reach and effectiveness of their educational efforts.
Universities that embrace this social progressive approach realize significant institutional benefits. When male athletes graduate from a university program after being coached and mentored by individuals committed to social values, they become role models in their communities and professional careers. Universities gain prestige by graduating quality student-athletes who go out into the world as exemplary individuals. These graduates have learned respect for others and a commitment to their communities—values that extend far beyond winning and losing on the field.
Athletic recruitment relies on two distinct marketing strategies: push and pull marketing. Push marketing is a strategy of promotion in which a school takes its opportunities directly to the public, typically marketing both the brand and the specific benefits available to prospective athletes who commit to the institution. Direct recruiting—visiting a high school athlete's home or school, sending emails, making phone calls, or having a team representative contact a prospect—exemplifies push marketing in athletics.
Universities employing push marketing strategies emphasize a range of compelling value propositions. These may include documented graduation rates (for example, 94% of athletes graduate with a degree), the breadth of available majors, access to state-of-the-art fitness facilities, the presence of athletic media rooms for team meetings and film study, and, crucially, the school's reputation for integrity and genuine care for student-athletes. Each of these messages is delivered directly to the prospect, creating multiple touchpoints that reinforce the university's commitment to athlete development.
Pull marketing, by contrast, attracts prospects through indirect means. A university athletics website devoted to showcasing programs, achievements, and opportunities draws interested athletes and their families. Social media platforms—Facebook, Twitter, Instagram, Blogger, and YouTube—serve as powerful pull tools, allowing prospects to follow teams, view game highlights, and engage with program culture. Press releases publicizing athletic successes and noteworthy achievements further enhance a school's visibility and appeal in the marketplace.
Effective recruitment begins with identifying and targeting the right high school athletes for each sport. Outstanding juniors and seniors in high school—particularly those near the recruiting university or within its state—represent the primary target market. Universities deploy multiple coordinated strategies to reach these prospects. Representatives should attend athletic events where prospects are competing, providing an opportunity to engage the athlete and assess talent directly. Personal contact after competitions creates a memorable impression and demonstrates genuine interest.
Universities can host special information and entertainment events called "High School Nights" that showcase the meaning and benefits of joining the program. These events gain credibility and attraction when well-known former university players—now established in professional sports—attend and share their experiences. Their presence and endorsement powerfully communicate the quality of the program and its track record of developing talent.
Coaches in each sport should maintain active contact with high school prospects and, equally important, build relationships with high school coaches who direct talented players. Creating dedicated "coach's nights"—social mixers held on campus—allows high school coaches to experience the university culture firsthand. These events, featuring excellent food, engaging activities, and informational sessions with university coaches, build rapport and encourage coaches to recommend the university to their best players.
Additionally, universities should offer free skill camps at nearby high schools. These camps provide high school student-athletes with the opportunity to refine their talents while learning firsthand what the university offers in terms of athletic development, academic support, and career preparation. This direct engagement with prospects at their own schools reduces barriers to engagement and strengthens the university's brand visibility in the local community.
"Long-term relationships and character-based standards"
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