As Maryland's move to the Big Ten Conference approaches, the school is planning a broad marketing campaign that will include a new slogan (THINK B1G) and celebratory events on campus and in Baltimore, the Washington area and New York City.
Details of the plan, developed by a university task force, have been announced today. The Sun obtained advance copies following a Public Information Act request.
Maryland, a founding member of the Atlantic Coast Conference in 1953, officially joins the Big Ten on July 1.
The school’s plans include "a comprehensive two-month THINK B1G marketing campaign" that will include "outdoor billboards, campus signage, social media marketing, contests and giveaways," according a school news release.
Although June-July is a quiet period on campus, the school wanted to mark the transition. According to the release, the plans include a “two-day celebration marking the official joining of the Big Ten Conference, June 30-July 1. Includes a special event in Baltimore and a Big Ten Night at Nationals Park on June 30, and a campus celebration” on July 1.
The school says a Big Ten-themed ice cream flavor will be unveiled by dining services on July 1.
The Big Ten move was announced in November 2012. The school anticipated most fans would react “emotionally and negatively” following its long association with the ACC, according to emails obtained under a public records request. The school says alumni and fans have since warmed to the switch, although there is still criticism by some.
The Big Ten-related events begin soon.
Friday night’s Red-White spring football game at Byrd Stadium will include Big Ten Network T-shirt giveaways.
Big Ten-themed events for “alumni and friends” are scheduled for New York City on April 24; Rockville on May 1; and Arlington, Va., on May 8.