Defining the WCC Brand for National Impact
Victus Advisors led a comprehensive brand research and positioning study for the West Coast Conference, delivering actionable strategies to expand national recognition and strengthen sponsorship value.
Client
West Coast Conference (WCC)
Sector
Higher Education & College Athletics
Project
Brand Assessment & Strategic Positioning Study
Year
2017
Client Challenge
The West Coast Conference sought to define a clear, unified brand identity to stand out nationally among other NCAA conferences. With top-tier men’s basketball success but inconsistent recognition beyond its region, the WCC needed an objective research-driven strategy to boost fan engagement, differentiate its values-based brand, and unlock greater sponsorship and media revenue.
Approach
Victus Advisors, as an independent third-party expert, led a multi-phase brand research project involving internal focus groups, member school leadership surveys, broad fan and alumni surveys, and national college basketball fan panels. The study identified key strengths — such as men’s basketball success and scenic, values-based campuses — and gaps in awareness and positioning compared to aspirational peer conferences. Using these insights, Victus recommended actionable branding, messaging and marketing strategies, plus tactics to strengthen sponsorship appeal and digital presence.
Benefits to Client
The West Coast Conference gained clear, research-backed guidance on how to position its brand for stronger national relevance, higher sponsor interest and more consistent fan engagement. The roadmap provided unified messaging points, new partnership ideas (such as inter-conference challenges) and actionable marketing tactics to build sustainable brand equity beyond basketball.