The “I Chose Division II” mantra figures to see more exposure after a Division II Management Council effort this fall encouraged more consistent communication of the Division II identity campaign.

Council members turned a corner during their fall meeting when they brought samples of their own campus communications – from athletics press releases and admissions brochures to the “about” section on their institution’s athletics Web page – and realized the opportunities Division II schools have to advance their own identity by co-branding with Division II.

“Do we need to be so literal by putting the ‘I Chose Division II’ mark on every printed piece, or by using the ‘About Division II’ text with every release? The answer is, ‘Yes,’ ” said Division II Vice President Mike Racy.

Racy said the intent of the exercise was to develop Council members as ambassadors for consistent Division II messaging. The task resembled an effort NCAA officials conducted several years ago regarding the parent brand. What had been an all-over-the-board public service collection became a sleek campaign focused on the tagline that “most NCAA student-athletes go pro in something other than sports.”

Racy said the Management Council enjoyed a similar epiphany in October. “Members realized that by focusing on something as simple as consistent communication, they can promote collectively our institutions’ connection to Division II under the umbrella of the NCAA.”

The good news is that Division II’s brand components already have been developed. Many materials are available online, including Division II ads, guidelines on using the hexagon imagery and language to add to press releases that describes Division II. Now it’s simply a matter of Division II using them strategically.

Central Atlantic Collegiate Conference Commissioner Dan Mara said his league’s schools already prominently display Division II marks, and that the co-branding only helps his conference standing.

Administrators expect Division II’s branding campaign to pay off locally. (NCAA Photos)

“It’s important to display both marks at every opportunity,” he said. “Our teams not only compete in our league postseason championships for what the conference logo represents, but they also want to win that Division II trophy, too.”