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0 of 3 Premium Clicks used this month SUBSCRIBE Print + Online Subscriber Activation | Register x Forgot Password | Need an Account? e-edition | subscribe | newsletter | deals Home News Latest Stories Emergency Services Ducks, Buckeye fans make playful wagers ahead of championship game Old stained-glass windows face threats College on the K-12 dime Mobile Health Center pulls out of Gold Hill Crime, Courts and Emergency Services Emergency Services Emergency services One killed Friday in single-vehicle crash in Rogue River Emergency services Men sentenced in heroin case Politics and Elections Councilman stirs online dust-up with anti-marijuana post State certifies recount showing failure of GMO-labeling measure Education College on the K-12 dime Students forge links between forest health and people Medford School Board meeting deferred because of Ducks game Medford bulks up student support for math, reading Ashland schools to implement chickenpox precautions Environment OR-7 now officially the leader of his pack Ashland trails up for changes Monument expansion expected to increase tourism, protect resources Biologist resigns over LNG reporting failure Bird flu discovered in Winston backyard flock State News Oregon State University plans $60 million forestry complex Washington man arrested in Portland hotel slaying Timber group updates green label forestry standards Attorney: Use Boy Scout files in sex-abuse trial Oregon capitalizes on championship run Nation - World Obama makes Maduro’s ‘insolent Yankees’ line harder to sell Obituaries Ricardo Ruiz-Santillan Richard Thompson LuErna Mae Jacobson Robert Charles Pollock Bob Lozano Weather Photo Galleries Since You Asked Videos Web Cams Mail Tribune 100 Shareable In memoriam: 2014’s notable deaths Looking back: Do you remember 2014’s biggest stories? Sports Latest Stories Randolph, Grizz win 2OT battle No. 11 Oregon State drubs Oregon again Walker, Matsuyama tied for Kapalua lead Luck leads Colts to upset of Manning, Broncos N.C. State hands No. 2 Duke first loss Varsity 541 College Sports No. 11 Oregon State drubs Oregon again N.C. State hands No. 2 Duke first loss Will players show wear and tear? UO’s resilient receivers stay ready McShay’s take on pro Ducks Pro Sports Randolph, Grizz win 2OT battle Walker, Matsuyama tied for Kapalua lead Luck leads Colts to upset of Manning, Broncos Packers shake Cowboys, to play for NFC title Federer notches 1,000th match win Community Sports Business Latest Stories Business briefs People in Business Blog: Former Meier & Frank stores avoid Macy's hit list Ride & Drive: 2015 Chevrolet Trax Blog: One Frenchman's perspective on Jan. 7 attack Real Estate News Jackson County real estate market headed back to normal Dear Monty: Best start for 1st-time homebuyers People In Business Transportation Medford airport traffic flies to new heights Falling gas prices help spur travel at Medford airport Agriculture Rising prices bear fruit for local pear growers Opinion Latest Jan. 11 Letters to the Editor Our View: A pipeline should not run through it Another View: A few questions to make the AG nominee squirm Another view: Politicians retreat from racism Guest Opinion: FERC fails our planet Editorials Our View: A pipeline should not run through it Other Views: ACLU leader helped change Oregon Our View: It's best to prepare for the worst Our View: Falls has work to do to restore trust Our View: WISE project offers many benefits Letters to the Editor Jan. 11 Letters to the Editor Letters to the Editor, Jan. 9 Letters to the Editor, Jan. 8 Letters to the Editor, Jan. 7 Letters to the Editor, Jan. 6 Guest Opinions Guest Opinion: FERC fails our planet Guest Opinion: East is east and west is west Guest Opinion: Get the best deal on pipeline Guest Opinion: Say yes to clean energy jobs, no to the LNG project Guest Opinion: Loved one chose death with dignity in Oregon Lifestyle Latest stories Chasing the mopes The King's rocky career road ... past his supposed death It's about what we give out Medics in the Woods Resist, reject those uninformed attitudes Food Community blog: Happy New Beer Year! 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Mobile Health Center pulls out of Gold Hill ... Latest attempt at public safety levy targets specific needs ... Old stained-glass windows face threats ... Mobile Health Center pulls out of Gold Hill ... Latest attempt at public safety levy targets specific needs ... COLLEGIATE ATHLETICS Oregon capitalizes on championship run Brand campaign aims to take advantage of 'Flutie Effect' Comment By Anne M. Peterson The Associated Press MailTribune.com By Anne M. Peterson The Associated Press Posted Jan. 8, 2015 @ 5:33 pm Updated Jan 8, 2015 at 6:50 PM By Anne M. Peterson The Associated Press Posted Jan. 8, 2015 @ 5:33 pm Updated Jan 8, 2015 at 6:50 PM » Social News EUGENE — In the days leading up to the Rose Bowl, Oregon sent customized football jerseys to some of its famous fans, including guitarist Tommy Thayer of Kiss, Sen. Ron Wyden of Oregon and retired boxer Lennox Lewis. The jerseys were part of a social media campaign to draw non-football fans to the Ducks. The attention-grabbing promotion was the latest for an athletic department that is known for innovative marketing. Now the school's academic side is joining in. Even before the Ducks face Ohio State in the national championship game Monday, overall university efforts — like the jersey campaign — are translating into the "Flutie Effect." So named for the surge in applications at Boston College following quarterback Doug Flutie's Hail Mary against Miami in 1984, in recent years the phenomenon has touched several schools. Boise State, for example, cited a 135 percent jump in online academic inquiries, record merchandise sales and an increase in donations following its perfect 13-0 season in 2006. The Ducks aren't leaving their Flutie Effect to chance. Just before the Rose Bowl victory against Florida State, Oregon launched its new academic website. That was not a coincidence, said Tim Clevenger, the university's associate vice president for communications, marketing, and brand management. It was decided before the season started last fall to kick off a four-year overall marketing campaign using football as a welcome mat. "As the season progressed, the Heisman announcement came out, we won the Pac-12 championship, and then we're going to the Rose Bowl, the whole thing just steamrolled," Clevenger said. "It was an opportunity to say, 'The excellence that the football team and the whole athletic program in general represent is what the University of Oregon is all about.'" Billboards went up across Los Angeles. There were prospective student rallies. And Oregon debuted a new TV spot that ran for the first time during the Rose Bowl — taking advantage of the free 30-second ad the opposing schools both get during the game broadcast — which will run again on Monday during the game between the Ducks and Ohio State. The effort, which is being privately funded, paid off. In the hour after the ad aired, Oregon's web traffic quadrupled, Clevenger said. The traffic from the school's main home page to the admissions page was six times what is was the previous year when the Ducks beat Texas in the Alamo Bowl. The traffic to the academics information page doubled, and an "Explore Majors" page surged with six times the hits, Clevenger said. "So it's very clear that the broad awareness that our team brings is translating to people checking out the university and finding out about us," he said. The evolution of the Ducks' athletic brand has been an ongoing process for more than a decade, starting when Nike co-founder and Oregon alum Phil Knight posed a simple question to the athletic department: "What do you need to get to the next level?" That brought new facilities and state-of-the-art locker rooms that gave way this season to the sparkling Hatfield Dowlin Complex adjacent to Autzen Field, with the Ferrari-leather seats in the team auditorium and Italian marble in the showers. The idea was to help lure top recruits to Eugene in a conference where Los Angeles and Seattle are more attractive destinations. And it brought those countless flashy uniforms the team is known for. Amid all the Nike-facilitated flash, Oregon also started winning. In the past 10 years, the Ducks have the most wins among power conference schools with 106; LSU is second with 103. Coach Chip Kelly brought in an unconventional hyperdrive spread offense in 2007 that the Ducks have built upon even now that Kelly has moved on to the NFL. And that's key to their brand development, said Ed O'Hara, chief creative officer and senior partner at SME Branding, a brand-building firm headquartered in New York. "That's the Flutie Effect right there. It (winning) gives validity to everything they're doing on the branding side," O'Hara said. "They're proving it on the field, so it's a beautiful harmony of these bold new brand presentation ideas and success. That's a great, great combination." By Anne M. Peterson The Associated Press MailTribune.com By Anne M. Peterson The Associated Press Posted Jan. 8, 2015 @ 5:33 pm Updated Jan 8, 2015 at 6:50 PM » Comment or view comments Reader Reaction » STAY INFORMED Email NewsLetter Sign Up Today Sign up for our newsletter and have the top headlines from your community delivered right to your inbox. calendar Connect with MailTribune.com Facebook Twitter RSS Back to top Reader Services Reader Services Home Subscriptions Subscriber controls Contact us Submissions Photos Events Letters to the editor Corrections Announcements Obituaries Story ideas Since you asked Alerts Email Alerts RSS Feeds Text Alerts Advertise Media Kit Home Products and services Ad rates Advertising contacts Mail Tribune Daily Tidings The Nickel Shop Our Valley Blogs Stay Informed Email newsletter Sign Up Today Sign up for our newsletter and have the top headlines from your community delivered right to your inbox. Your privacy is important, read our privacy policy. © Copyright 2015 Local Media Group, Inc. All Rights Reserved. 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