Your boys Curtis and Brian return from a month hiatus and we brought along a special guest. Christina Garnett (@ThatChristinaG) joins the podcast to talk Hokie Football branding, PR, and marketing strategies. Christina's blend of career expertise and passion for Hokie football make for a can't miss conversation.
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Welcome back to the boundary
Corner podcast.
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Been a while guys.
I'm Curtis Wilson.
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I'm Brian Sigler.
How you doing everybody buddy.
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It's been a little over a month
since we last talked.
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A lots been going on in both our
lives but tonight folks were
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bringing you a very special
interview with Christina
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Garnett, Christina.
Welcome to the boundary Corner
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podcast.
Thanks for having me.
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I'm excited to be here.
And we're very excited to have
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you all for those on hooky
Twitter.
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If you don't already follow
Christina, you need to go ahead.
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And as soon as you start
listening to this episode that
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Christina G following Twitter, a
lot of marketing, insights lot
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of good takes about Hokies
morphine.
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And that what we're going to
talk about a lot here tonight,
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but before we get in deep to it,
Christina give us a little
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background about yourself.
How you got into marketing?
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And then how you kind of became
a hockey fan.
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An absolutely.
So I was an English major in
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college went to Davidson College
in North Carolina, was actually
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hired as a math teacher right
out.
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Taught math provides years.
During that time period, I met
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my husband and he is responsible
for me.
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Being a marketer and a hokie
fan.
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I have to give him all the
credit.
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He's the he's the MVP about two
weeks ago stating he said that I
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should go into marketing because
I would fix advertising
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advertisements and I Fix just
literally anything ice of all.
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What the what the font choice
that should be coloring?
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Copy all of it.
I would just naturally fix it.
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So moved to Virginia.
So that my in-laws would be able
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to be closer to their
grandchildren and tried to
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figure out if I wanted to go
back into teaching, or going to
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do something else and was pulled
into marketing found, HubSpot
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Academy and sort of reading and
taking every class reading every
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blog reading.
We booked everything, I get my
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hands on.
And now, I'm now I'm in
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marketing, digital marketing
strategy, advocacy community
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building now.
So it all it all.
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I blame it all on the hubs that
in the hubs.
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And so, your is your husband
Virginia Tech, Alum, or just a
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Virginia Tech fan, like, me and
Brian.
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Virginia Tech fan, his brother
went to Virginia Tech his two.
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Closest friends went to Virginia
Tech his dad's been season
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ticket holders.
I want to say 30 years, Oh, it's
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he's pretty Vic.
They tell stories about.
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I've heard a lot of really cool
stories from the past, so
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Virginia Tech football, and but
he went to, he went to VCU, he
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went to, he went to art school
at VCU and then went to Syracuse
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for his master's.
Very nice where I actually work
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at VCU.
So, I'm taking master classes
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and stuff.
Right?
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Right.
Right now, myself.
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So I kind of have a little
little bit of a similar type
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Journey, trying to change change
streams, little past my college
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career.
So that's really cool though.
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I mean, like I said me and
Curtis kind of grew up pokefans
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as well, bring ya pre Vic and
and so yeah, we've definitely
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kind of been living it for a
while now and and we started
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this podcast a little over a
year ago and just love doing it,
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love talking, hooky Sports and
it's what we love.
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So it's what we love is you
know, it's something that we get
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to do kind of you know once or
twice a week and you know it's a
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lot of fun to do but Christina
why we brought you all here is
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you know couple reasons a I can
first.
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Remember you, pop it on my
Twitter feed, back in late
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summer, early fall last year
when you literally put a hand
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out and said I would love to
help Virginia Tech football with
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marketing, and you even put
those very to special words,
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people like to hear pro bono.
Yeah, I am going to assume no
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one ever reached out to, you
know, that's sad, but that's not
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welcome.
So we saw you do that and then
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your thread on December 15th.
I mean, I remember right?
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Brian likes it.
He's like did you see
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Christina's thread and I'm like
I'm going through and we're
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like, oh Li Mo, you dropped so
many things that night with that
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tweet.
Yeah, there were a lot of good
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threads on December 15th and
goodbye mean raking raking.
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The program over the coals a
little bit for what was
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happening between some of the
gas lighting from from wit.
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And all of the other things that
came after when we Pretty much
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do that.
We're probably get a new coach
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and all of a sudden that wasn't
happening and I think the fan
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base that in a nutshell wouldn't
have really pushed the fanbase
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to where it was, but I think it
was kind of like a culmination
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of a bunch of months put
together of things that were a
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lot of people in the fan base.
Just said, this doesn't quite
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seem to be going the way we
think it should.
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And that was just kind of the,
the icing on the cake there and
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it really kind of put A lot of
folks in a place where they were
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looking for answers and I
thought you had a really good
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thread that kind of broke down
to the nuts and bolts of what
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some of the problems are at
least on the The Fan facing and
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the recruiting facing aspects of
the program.
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No, no, I hope so I don't want
it to the place.
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Like, I don't want anybody lose
her job.
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I do want things to be better
and I think there's an
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improvement.
And so for me it all comes down
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to I I work in community every
day, I work in advocacy, I work
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in being a fan of the Bands.
That's that's some of the work
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that I enjoy the road and so I
know the pitfalls of of not
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being able to make everybody
happy.
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That's just, I understand that
you have a deeply rooted
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passionate community and with
that you get good and bad,
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you're going to get, you're
going to get people who shake
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their fist.
You're going to get people who
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love you, no matter what, you're
going to see the gamut and
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that's fine, but I think that
winner lose there are patterns
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that need to be addressed.
And and from my perspective,
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everything that I'm seeing can
be fixed every single thing to
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be fixed.
But like most things you have to
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acknowledge that there's a
problem.
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So for me, it really came down
to if we're going to if we're
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going to have this conversation,
I am a firm believer.
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In giving prescriptive
complaints, if we're going to
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talk about something being bad
or hating something, it isn't
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doing any good to just shake
your fist.
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You can shake your fist in
explain, what's wrong, then you
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can start taking those positive
steps forward and really kind of
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focusing your energy on, what do
we need to do to make this
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better.
So I do want to say that and
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then I do want to give them a
positive What they're doing with
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Dwight and bringing Dwight Vic
on is such a positive First
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Step.
It's a major, first sent for me.
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I want to give them kudos for
that.
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I think that it's going to
reverberate through the program.
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I think it's only going to
create good things.
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I think he was the perfect
choice to do it.
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I just want to die.
I know that there's gonna be a
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lot of negativity in this, but I
want to, I want to highlight
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that them, having Dwight, Take
on that role and really be a
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conduit and a bridge between
current Hokie nation and it's
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celebrated past is much needed
and will bleed into other
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efforts in a very positive way.
So I definitely want to
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highlight that and say that.
I'm so so glad that they're
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doing that I think that that's
going to pay dividends.
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We agree with you 100% on that.
We had the pleasure back in
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February and we interviewed the
Dwight, that episode was two
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hours.
It could have been six and we
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were talking about the past, the
present, his thoughts, on the
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current status of the program
and he sort of got to give a
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little insight that night, that
some things were coming down.
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And with him doing what, he's
doing his personality.
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And if you've ever met him
Christina and you may have, it's
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infectious, he's just a person.
He literally Brian.
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If you remember that night, it
felt like somebody that we like
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literally grew up.
Talking over Skype.
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Yeah.
And in you talk about them,
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bringing him in.
Absolutely.
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I think they it is a huge, not
just a layup.
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It's a slam dunk.
Yeah, I mean, it looked like
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what they were doing with with
Darryl before he took the job
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with the 49ers.
They just said, hey Dwight pick
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up what Darrell's already
started here and run with it.
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You are the perfect voice for
this type of movement, that
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needs to come back to Virginia
Tech because Being having ties
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to, you know, what built the
program to begin with and
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understanding the state and
understanding the school and
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just everything top to bottom,
he kind of fits that mold.
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So we wanted to start the
conversation tonight in terms of
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kind of what what Virginia Tech
is may be lacking in terms of
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marketing and public relations
and things of that nature and
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kind of break that down.
And then see what that
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prescription would be as you
kind of I talked about earlier,
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Christina.
So let's start with branding.
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Yeah, that's, that's a big thing
for us.
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Because I feel like Virginia
Tech has always had kind of a
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standout brand, and I feel like
we've lost that a little bit.
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So, we've got Buzz words right
now that we use in the program,
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like, hard smart, tough and hard
hat, mentality, and grit and me,
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and Curtis have talked a little
bit in the past, is just a lot
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of the criticism that we have in
that we've seen in general, is
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that these are kind of just
words Or something that they
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kind of put there to be a
stand-in for things that we used
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in the past.
But they really are more like
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internal slogans that we think
fit more like meetings and
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practices and workouts and not
necessarily something that you
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would use as terms in terms of
external branding and they don't
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really offer the broad appeal
like lunch pail, or beer ball
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and you know, Terrordome and
everything from the Beamer and
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Foster era.
So what are some of the
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shortcomings you see from the
football team in terms of their
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branding?
Absolutely.
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It's a really great point.
So probably the best way to
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describe it is that and a lot of
the issues stem from stuff that
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it just circumstances.
So basically what you have is
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you have the legacy of Virginia
Tech football, you have its
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storied history, you have its
longevity, you have Beamer being
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such a central and Foster being
such core pillars of What?
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Football is a Virginia Tech and
that's amazing, but it also is
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hurtful when you're having
transitioned into something new
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because you have this
disconnect, you need to
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celebrate and appreciate and
continue to monetize the Legacy
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and the cloud of Virginia Tech
football.
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But then you're also trying to
make it into something.
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That's for this new, this new
part.
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So what you're having is You're
having this fight between the
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old and the new.
And the fact is that they want
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the new regime wants, they want
to put their footprint on it,
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and I'm not saying that's bad.
That's that's natural
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inclination.
It's, it's your job.
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It's your team.
It's your, it's your house now.
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But it's directly opposed to the
old rituals, the old chance the
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old vernacular.
And so what they've done is
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there, they are trying to
replace something that took
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decades to build in a couple
Seasons with words.
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And that doesn't work.
And it's not just a Virginia
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Tech thing, it wouldn't work
anywhere because you are your
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you're trying to take something
new and fresh and and hoping
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that it carries the weight of
decades and it just can't it
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just really can't.
I do want to say though that the
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graphic designs that are coming
out are gorgeous.
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There's definitely been years,
where I've been like, I don't
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know what that was.
I mean What is this?
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So I want to give love.
I want to give love where it's
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deserved.
The graphic design is amazing,
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but that's also a problem.
So, what's beautiful?
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What's really cool about the
design is is not just the layers
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that they have, but there's this
texture.
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So many Virginia Tech football,
fans have saved tickets.
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They've saved, like all of the
things and so if you look at
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some of the graphics, there's
like those layers of wrinkles.
223
00:14:22,400 --> 00:14:26,100
So it locks it looks like a
Keepsake.
224
00:14:26,400 --> 00:14:29,300
It looks like something that's
on your board that if you have a
225
00:14:29,300 --> 00:14:33,000
table that's like decoupaged
with like tickets that it looks
226
00:14:33,000 --> 00:14:34,600
like something that could fit in
there.
227
00:14:35,000 --> 00:14:40,500
It has like storied like it's
fresh but feels story and so I
228
00:14:40,500 --> 00:14:43,900
feel like graphically, they
found the mix.
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00:14:44,800 --> 00:14:48,200
But copy wise, they have not.
Does that make sense?
230
00:14:48,200 --> 00:14:52,700
It does, it feels, it feels
modern, but the layers of
231
00:14:52,700 --> 00:14:56,800
they've created in their, in
their visual aesthetic creates
232
00:14:56,800 --> 00:15:00,400
this.
This it's modern, but it has
233
00:15:00,400 --> 00:15:04,900
this touch of the past if it
already feels like a Keepsake.
234
00:15:05,200 --> 00:15:07,900
So graphically, I feel like
they've got The Branding quite
235
00:15:07,900 --> 00:15:12,500
well.
The other thing is that, I find
236
00:15:12,500 --> 00:15:17,700
that if you look at Khan social
and you look at the hashtags and
237
00:15:17,700 --> 00:15:19,600
where the hashtags are being
used.
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00:15:19,900 --> 00:15:23,300
The hashtags, actually have the
best response when it's done by
239
00:15:23,300 --> 00:15:26,600
the recruits and then when it's
done by the commitments.
240
00:15:26,900 --> 00:15:31,100
So when there are announcing and
they are aligning themselves
241
00:15:31,200 --> 00:15:37,800
with this, so it it becomes a
part of the recruitment story
242
00:15:38,100 --> 00:15:42,500
less so than like the current
story of the team if you look at
243
00:15:42,500 --> 00:15:48,900
them like like Engagement wise,
if it makes more sense because
244
00:15:48,900 --> 00:15:52,000
that's how their recruits are
identifying themselves.
245
00:15:52,600 --> 00:15:55,000
And there's so many questions
like oh, you're committing to
246
00:15:55,000 --> 00:15:55,800
Virginia Tech.
Cool.
247
00:15:55,800 --> 00:15:59,000
But what's a hokie being able to
have rally cry?
248
00:15:59,000 --> 00:16:04,700
A hashtag dissociates with.
This is kind of who I am and the
249
00:16:04,700 --> 00:16:06,800
hard hat.
Mentality feels very much in
250
00:16:06,800 --> 00:16:09,700
line of what would be our
version of lunch pail.
251
00:16:10,300 --> 00:16:14,400
Well, would be this version and
so I understand where that
252
00:16:14,400 --> 00:16:17,300
comes.
From the hard smart tough.
253
00:16:17,300 --> 00:16:22,200
I don't like just because UVA
did the same thing if like the
254
00:16:22,200 --> 00:16:25,500
next season and we made fun of
it and it was, it was three
255
00:16:25,500 --> 00:16:39,200
words and I was like, yeah.
And so I think the reason why
256
00:16:39,200 --> 00:16:44,000
the lunch pail and Beamer ball
and Terrordome matter, is that
257
00:16:44,000 --> 00:16:48,500
there Shins that back up.
Those words there are receipts.
258
00:16:49,200 --> 00:16:53,400
Yeah, so using hashtags for hard
hat, like hard hat mentality and
259
00:16:53,400 --> 00:16:57,800
grit and hard smart Tov but
doesn't really carry anything
260
00:16:57,800 --> 00:17:00,000
until there's something that
accompanies it.
261
00:17:00,500 --> 00:17:03,200
Like if you say Terrordome, you
don't hear Terror Dome.
262
00:17:03,600 --> 00:17:10,400
You actually feel like what
that's like then your mind like,
263
00:17:10,400 --> 00:17:14,099
it comes with weights, like it
carries stuck with it and that's
264
00:17:14,099 --> 00:17:18,599
the point of Branding, if the
some of the best Brands, it's
265
00:17:18,599 --> 00:17:21,599
not the word.
It's what the what comes with
266
00:17:21,599 --> 00:17:25,800
the word, it's what weight
carries that think about, think
267
00:17:25,800 --> 00:17:29,700
about movies or your favorite
song, or your favorite concert
268
00:17:29,700 --> 00:17:32,800
or your favorite.
Like if you go to if I say
269
00:17:32,800 --> 00:17:37,100
McDonald's right now, You're
pregnant to think about what
270
00:17:37,100 --> 00:17:40,300
you're going to order.
What's your go-to order or you
271
00:17:40,300 --> 00:17:43,300
might smell the fries.
But you have something that
272
00:17:43,300 --> 00:17:46,100
comes along with the word, it
might even just be the jingle,
273
00:17:46,400 --> 00:17:50,600
but the word on its own doesn't
like it doesn't exist by itself,
274
00:17:51,500 --> 00:17:55,800
it carries weight with it.
So the thing is is that for
275
00:17:55,800 --> 00:18:00,600
Branding, they need to continue
these until they are able to
276
00:18:00,600 --> 00:18:09,100
create weight with it.
Or they need to embrace.
277
00:18:10,300 --> 00:18:15,100
What they, what they let go,
which was like, when you think
278
00:18:15,100 --> 00:18:18,400
of the lunch pail, I think of
all the Times They carried it.
279
00:18:18,400 --> 00:18:21,400
I think of watching them putting
like the grass.
280
00:18:21,400 --> 00:18:24,900
Yes.
Like, it's not just lunch pail
281
00:18:24,900 --> 00:18:26,800
to me.
It's like, I think a beamer
282
00:18:26,800 --> 00:18:29,300
ball.
There are specific plays.
283
00:18:29,700 --> 00:18:32,800
Yeah, that come into your head.
It's not the word.
284
00:18:32,800 --> 00:18:34,900
Like that's the thing about
branding as people want to put
285
00:18:34,900 --> 00:18:36,500
like a word, be like this sounds
fancy.
286
00:18:36,500 --> 00:18:38,200
Like that.
That's not the point.
287
00:18:38,300 --> 00:18:41,900
It needs to evoke.
An emotional response because
288
00:18:41,900 --> 00:18:44,600
that's what carries.
That's what creates connection.
289
00:18:44,900 --> 00:18:46,600
Christina, just a few minutes
ago.
290
00:18:46,600 --> 00:18:50,800
You said Terrordome, my first
thought was Clemson 1999, Corey
291
00:18:50,800 --> 00:18:54,400
Moore sitting on that bench.
Saying the words I got chills to
292
00:18:54,400 --> 00:18:57,700
run on my arm.
You close its associated with
293
00:18:57,700 --> 00:19:02,200
something.
Yeah and no connection, you
294
00:19:02,200 --> 00:19:06,200
can't.
Do you think them trying to
295
00:19:06,208 --> 00:19:07,300
Brand?
It this way?
296
00:19:07,300 --> 00:19:11,100
So quickly was a mistake, like
should they have just said, hey,
297
00:19:11,100 --> 00:19:15,300
stick with what we've got and
then let something naturally
298
00:19:15,300 --> 00:19:18,500
happen and that's what our brand
is.
299
00:19:19,400 --> 00:19:24,900
I think that they really should
have focused on caring because
300
00:19:24,900 --> 00:19:27,500
it for that, for the first few
years, that was that transition.
301
00:19:27,500 --> 00:19:31,700
You have the 25, you have to
have things where they were
302
00:19:31,700 --> 00:19:33,700
trying to, they were very
clearly.
303
00:19:33,800 --> 00:19:36,500
Especially when he's first year,
they were very clearly trying to
304
00:19:36,500 --> 00:19:38,600
create a smooth transition.
And I feel like they did a good
305
00:19:38,600 --> 00:19:42,300
job of that and then it was
planting the seeds for this new
306
00:19:42,300 --> 00:19:46,700
regime and what that looks like.
What I think that they really
307
00:19:46,800 --> 00:19:52,600
what I think would have been
awesome was the thing is that We
308
00:19:52,600 --> 00:19:55,500
are all building like no matter
who you are and what you're
309
00:19:55,500 --> 00:19:58,300
doing your building off of
someone else's work.
310
00:19:59,800 --> 00:20:01,600
And it doesn't make you less
sir.
311
00:20:02,800 --> 00:20:06,400
Like Fuente is building off of
Beamers work, and that's not a
312
00:20:06,400 --> 00:20:09,100
bad thing.
That's that's he's next.
313
00:20:09,200 --> 00:20:13,500
Like that's that's not bad, just
like, every marketer is doing is
314
00:20:13,500 --> 00:20:15,000
standing on the shoulders of
Ogle.
315
00:20:15,000 --> 00:20:20,300
Be like, it's just he's the OG
and acknowledge and we worship
316
00:20:20,300 --> 00:20:24,800
him for it and then we, but we
know that that will carry us
317
00:20:24,800 --> 00:20:27,800
through.
So I feel like, especially
318
00:20:27,800 --> 00:20:32,000
because when today was supposed
to be, or is supposed to be
319
00:20:32,000 --> 00:20:36,100
like, This offensive, have this
offensive mindset.
320
00:20:38,100 --> 00:20:43,800
What would be the offensive
version of lunch, pail?
321
00:20:43,800 --> 00:20:46,400
Beamer ball tear down.
What does that look like?
322
00:20:46,700 --> 00:20:54,000
And so thinking about what
people call it like, I just, I
323
00:20:54,000 --> 00:20:57,600
think of, like feed forward and
I think funny.
324
00:20:58,100 --> 00:21:02,400
Yeah, yeah.
The things I think of the things
325
00:21:02,400 --> 00:21:06,600
that the fans do by themselves,
I'm a big football club fan
326
00:21:06,600 --> 00:21:14,400
like, I love Cool.
So I I see teams outside of
327
00:21:14,400 --> 00:21:18,600
American football, they have
these rituals and so much about
328
00:21:18,600 --> 00:21:21,500
community building is based off
of rituals.
329
00:21:22,500 --> 00:21:25,500
And so it creates that emotional
connection.
330
00:21:25,500 --> 00:21:30,600
It's why you shake your keys.
It's why you move your arms to
331
00:21:30,600 --> 00:21:33,100
block a kick.
Like, you can't remove be more
332
00:21:33,100 --> 00:21:35,400
ball and then expect people to
still do that motion in the
333
00:21:35,408 --> 00:21:39,800
stand, you know?
Like One creates a need for the
334
00:21:39,800 --> 00:21:45,900
other and the rituals also
create an opportunity for the
335
00:21:45,900 --> 00:21:49,700
fans to participate and that's
where I feel like such a
336
00:21:49,700 --> 00:21:53,300
disconnect as happen.
I feel like there's been moments
337
00:21:53,300 --> 00:21:59,500
of opportunity where like for
example the Barstool big cat
338
00:21:59,500 --> 00:22:07,500
game.
Yeah, such a perfect moment.
339
00:22:08,300 --> 00:22:13,900
We're like the things that I
love and I know that another and
340
00:22:13,900 --> 00:22:15,400
I know it's we're going to talk
about social and that's
341
00:22:15,400 --> 00:22:21,900
obviously like, free social.
I want him to have fun, like, I
342
00:22:21,900 --> 00:22:24,800
don't want it to look, perfectly
curated and I don't want like
343
00:22:24,800 --> 00:22:28,200
perfect spaces between emojis.
I want you, I want it to be
344
00:22:28,200 --> 00:22:32,300
obvious that you almost cost
because you were so height, but
345
00:22:32,300 --> 00:22:37,200
like, stopped herself at the
very last second, like, I want,
346
00:22:37,200 --> 00:22:39,400
like, so.
One of the best accounts I had a
347
00:22:39,408 --> 00:22:44,100
friend who used to do the social
for for the Tampa Bay Rays and
348
00:22:44,100 --> 00:22:50,000
if you look back especially like
during like when they were, when
349
00:22:50,000 --> 00:22:52,800
they were playing in the series
and when they were doing all
350
00:22:52,800 --> 00:22:55,200
this you'll see like they have
videos on the Clips in the
351
00:22:55,208 --> 00:22:58,200
graphics like everybody else but
when you look at the copy it
352
00:22:58,200 --> 00:22:59,900
looks like it was written by a
fan.
353
00:23:00,400 --> 00:23:04,600
Like there's a shrug and there's
like did you see that like it,
354
00:23:05,000 --> 00:23:12,100
it needs to feel the Beauty of
football, especially in the ACC,
355
00:23:12,500 --> 00:23:16,100
is that it is unpredictable and
that it is messy and that it is
356
00:23:16,100 --> 00:23:18,600
beautiful.
And so I don't want this
357
00:23:18,600 --> 00:23:23,300
perfectly curated copy.
I want it to feel frantic and
358
00:23:23,300 --> 00:23:28,800
Alive like I want it to feel
like something like a person
359
00:23:28,800 --> 00:23:32,100
who's pressing the keys is
having typos because they're so
360
00:23:32,100 --> 00:23:34,800
excited.
Like that's what I want to see
361
00:23:34,800 --> 00:23:37,400
instead of this.
Just like perfect line.
362
00:23:37,700 --> 00:23:44,200
Like they're about to send me a
LinkedIn request like I love
363
00:23:44,200 --> 00:23:47,400
that.
Christina will get to the social
364
00:23:47,400 --> 00:23:49,400
media because I feel like we
could we could we could start
365
00:23:49,400 --> 00:23:50,600
talk with that and going
forever.
366
00:23:51,300 --> 00:23:52,700
Yeah.
You know is that they've been
367
00:23:52,700 --> 00:23:56,900
putting out of the practices and
then the interviews, but more
368
00:23:56,900 --> 00:23:59,200
importantly, you want to talk
about the messy.
369
00:23:59,800 --> 00:24:03,100
Let's talk about that Vance.
Vice video with lettuce, myth
370
00:24:03,100 --> 00:24:06,700
and Brock.
That was messy, that was
371
00:24:06,700 --> 00:24:09,400
beeping.
That was a lot of beeping that
372
00:24:09,400 --> 00:24:15,100
was you felt like if the doors
were closed that would still be
373
00:24:15,100 --> 00:24:17,000
happening.
How do you feel like the video
374
00:24:17,000 --> 00:24:19,700
presentations have been going in
all those aspects?
375
00:24:21,100 --> 00:24:25,300
They it still presents the same
problem.
376
00:24:25,600 --> 00:24:29,400
Okay, it's creating
behind-the-scenes access which
377
00:24:29,400 --> 00:24:34,900
is awesome and we want access.
The problem is is that it's
378
00:24:34,900 --> 00:24:37,500
still coming from a publishing
perspective and not a
379
00:24:37,700 --> 00:24:40,500
Conversation perspective.
Okay, the problem with the
380
00:24:40,500 --> 00:24:43,400
videos and the problem like I'm
glad that they're I'm glad that
381
00:24:43,400 --> 00:24:47,000
they're showcasing personality.
I'm glad that they're doing all
382
00:24:47,000 --> 00:24:51,300
those things.
My problem is is that it still
383
00:24:51,300 --> 00:24:57,000
one directional, Hmm, I would
say this Virginia Tech.
384
00:24:57,000 --> 00:24:59,800
I would say this for any brand
honestly, and I've made this
385
00:24:59,800 --> 00:25:04,000
complaint online in relationship
to other to other brands.
386
00:25:04,600 --> 00:25:06,900
Is that there's a lot of Brands
would be like why?
387
00:25:06,900 --> 00:25:09,400
Why do a lot of people not like
our content, why is it?
388
00:25:09,400 --> 00:25:15,200
Not a lot of people engaging and
retweeting and sharing stuff and
389
00:25:15,200 --> 00:25:16,900
it's because you're talking at
them.
390
00:25:16,900 --> 00:25:23,300
You're not talking with them.
And so there's an opportunity.
391
00:25:23,500 --> 00:25:27,300
T.
To connect like you know what, I
392
00:25:27,308 --> 00:25:30,800
would love like what I would
like those those videos have
393
00:25:30,800 --> 00:25:33,300
their place and I don't think
that should stop doing them.
394
00:25:33,500 --> 00:25:38,100
But what I would love is that
fan interaction.
395
00:25:38,400 --> 00:25:43,900
Like it's not enough, it's not
enough.
396
00:25:44,300 --> 00:25:50,700
So let me give you an example.
You have a child, you're going
397
00:25:50,700 --> 00:25:55,200
to take them to go, see a Marvel
movie, what is your kid going to
398
00:25:55,200 --> 00:25:59,900
want to wear?
Potentially the costume or
399
00:25:59,900 --> 00:26:04,500
Marvel shirt.
Because they're associated with
400
00:26:04,500 --> 00:26:06,000
it.
They want to feel like they're
401
00:26:06,000 --> 00:26:08,200
one with the moving.
Exactly.
402
00:26:08,700 --> 00:26:13,800
When you go to a tech game, what
do you want to wear as much
403
00:26:13,800 --> 00:26:25,600
maroon as possible?
Exactly.
404
00:26:25,700 --> 00:26:27,500
How do you feel a part of the
team?
405
00:26:27,500 --> 00:26:32,800
When all of the focus is on
content going out and it not
406
00:26:32,800 --> 00:26:36,500
going back and forth there
Stephanie and the thing to that
407
00:26:36,500 --> 00:26:38,600
was like all the hashtags and
everything else.
408
00:26:39,000 --> 00:26:41,200
Like for an algorithm
perspective that also doesn't
409
00:26:41,200 --> 00:26:43,700
perform well everything that's
going to make you click out of
410
00:26:43,700 --> 00:26:46,100
the experience is going to have
less views.
411
00:26:47,200 --> 00:26:51,700
I mean that's for any platform.
They want you to stay, why don't
412
00:26:51,700 --> 00:26:54,600
you have a conversation where it
since talking about like you
413
00:26:54,600 --> 00:26:59,700
know what I would love.
Do a post and it says make a
414
00:26:59,700 --> 00:27:03,700
hokie fan have like show that
gif of Peter Parker when his
415
00:27:03,700 --> 00:27:06,500
hair goes up when he has the
spider sense tingling.
416
00:27:06,900 --> 00:27:10,200
And it's and we've seen a couple
of these like make a hokie fan
417
00:27:10,200 --> 00:27:14,700
have this in five seconds or
imagine if someone asked you
418
00:27:14,800 --> 00:27:20,900
about your favorite game, Your
favorite play immediately have a
419
00:27:20,900 --> 00:27:24,400
motion.
And so there's problem like I
420
00:27:24,400 --> 00:27:32,200
have I have problems with.
Like, calling for Nostalgia but
421
00:27:32,200 --> 00:27:37,000
not doing it for that purpose.
So like, for example, when the
422
00:27:37,000 --> 00:27:42,300
first, the first emails came out
for donations after it was
423
00:27:42,300 --> 00:27:45,800
pretty clear, there wasn't going
to be a season or or people were
424
00:27:45,800 --> 00:27:49,200
going to be able to attend.
I almost rewrote that mail,
425
00:27:49,200 --> 00:27:51,100
like, three or four times.
Like, I paste.
426
00:27:51,100 --> 00:27:54,700
Angrily.
Like my husband, you have worked
427
00:27:54,700 --> 00:28:01,300
like, don't do this because it
Felt it felt very much, like,
428
00:28:01,300 --> 00:28:04,200
remember standing in Lane?
Remember, jumping up to Enter
429
00:28:04,200 --> 00:28:07,100
Sandman, and I was just like,
all right, this is not working.
430
00:28:08,900 --> 00:28:13,900
I should cry.
Because I can't be in Lane.
431
00:28:14,300 --> 00:28:19,500
Yep.
So if you can't make me sad,
432
00:28:20,900 --> 00:28:24,100
then you're not going to get
money out of me, if you can't
433
00:28:24,100 --> 00:28:26,300
evoke emotion, I mean.
And that's honestly, like, if
434
00:28:26,300 --> 00:28:30,100
anyone takes like, if anyone
takes anything out of this, is
435
00:28:30,100 --> 00:28:31,700
that the beauty of Virginia
Tech.
436
00:28:31,900 --> 00:28:35,000
The beauty of any brand that
does well, the beauty of any
437
00:28:35,000 --> 00:28:39,600
Community, it's laced, and into
woven in Emotion.
438
00:28:39,800 --> 00:28:42,900
It is the most important lever
you have.
439
00:28:44,100 --> 00:28:48,000
And you have a fan base that's
angry at you and it's they're
440
00:28:48,000 --> 00:28:52,200
angry because they love it so
much or they cheer you because
441
00:28:52,200 --> 00:28:57,000
they love you so much.
The problem, the problem is not
442
00:28:57,100 --> 00:29:00,700
hateful fans.
The problem is a pathetic fans.
443
00:29:01,200 --> 00:29:05,200
Bingo that's the problem.
That's the best thing that you
444
00:29:05,200 --> 00:29:08,100
should be afraid of.
That's going to stop caring.
445
00:29:08,400 --> 00:29:12,200
Then yelling at you all day long
they wouldn't be so loud if they
446
00:29:12,200 --> 00:29:14,700
were if they didn't love you.
You so much if it wasn't
447
00:29:14,700 --> 00:29:19,500
important to them like there's a
reason why if I hope you baby is
448
00:29:19,500 --> 00:29:23,700
born, it will have at least one
hokey onesie, it will be
449
00:29:23,700 --> 00:29:27,600
christened into the church of
Hokie Nation pretty important.
450
00:29:28,000 --> 00:29:33,200
It just will Why would you if
you could yell at that Team all
451
00:29:33,200 --> 00:29:37,400
day long, but you still want
your child to be a part of that
452
00:29:37,400 --> 00:29:44,900
fan Hood upon birth.
That comes from love, that comes
453
00:29:44,900 --> 00:29:48,700
from you.
Having that become such a core
454
00:29:48,700 --> 00:29:51,600
part of you.
And so, I've written a lot about
455
00:29:51,600 --> 00:29:54,900
this with community building,
and I talked about how you enter
456
00:29:54,900 --> 00:29:57,700
a community, but the community
has to enter you.
457
00:29:59,300 --> 00:30:02,500
It has to otherwise, you can
leave easily.
458
00:30:04,800 --> 00:30:07,500
There's so many people who could
have left after last year but
459
00:30:07,500 --> 00:30:11,200
and and there's so many angry
fans who who could leave but
460
00:30:11,200 --> 00:30:14,800
they'd rather talk and try to
figure out what's wrong, they'd
461
00:30:14,800 --> 00:30:18,000
rather shake their fist at
weddings be like, dude, just fix
462
00:30:18,000 --> 00:30:20,900
it.
Like I love you fix it.
463
00:30:21,100 --> 00:30:28,100
Like, that's the thing that's at
rest and like, the problem I had
464
00:30:28,100 --> 00:30:30,300
with, with the wit press
conference, after all that went
465
00:30:30,300 --> 00:30:34,600
down was that, you know, the
quote unquote, Twitter mob Not
466
00:30:34,600 --> 00:30:38,200
that, that really kind of took.
It took it ticked me off a
467
00:30:38,200 --> 00:30:41,200
little bit just because I was
like, well, I don't always agree
468
00:30:41,200 --> 00:30:44,800
with the people that fly off and
want to fire the coach every
469
00:30:44,800 --> 00:30:47,900
time something goes south, but
at the same time, I'd rather
470
00:30:47,900 --> 00:30:51,700
have that than, as you said a
fan that's like, I don't care.
471
00:30:53,300 --> 00:30:56,900
You know, I like the tailgating,
I'll casually go to a game but I
472
00:30:56,900 --> 00:31:00,000
don't really care whether it's a
win or a loss or any of that
473
00:31:00,000 --> 00:31:02,100
stuff.
Because once you start getting
474
00:31:02,400 --> 00:31:06,200
the apathy, that's when you have
A lot of the other problems that
475
00:31:06,200 --> 00:31:08,100
were already experiencing and
those are going to get
476
00:31:08,100 --> 00:31:10,900
exacerbate estimated when it
comes to donations.
477
00:31:10,900 --> 00:31:15,800
And people showing up for games,
my, my thing is that the Twitter
478
00:31:15,800 --> 00:31:20,800
mom is real, it just is I, but I
could say that for every single,
479
00:31:20,900 --> 00:31:23,100
I can see say that for every
single fandom.
480
00:31:24,300 --> 00:31:26,400
I mean, I'm Star Wars fan and a
Marvel fan.
481
00:31:26,400 --> 00:31:30,500
So trust me, I've seen darker
sides, then I got you.
482
00:31:30,500 --> 00:31:37,300
Like, I've seen it.
The thing is, is that those
483
00:31:37,300 --> 00:31:41,100
those mobs occur like, think
about what a mob is.
484
00:31:41,800 --> 00:31:45,300
And like the classic monster
movie Set, they have their fire,
485
00:31:45,300 --> 00:31:48,500
they have their pitchforks, and
they are knocking and banging on
486
00:31:48,500 --> 00:31:50,800
a door of the castle to get to
the monster.
487
00:31:51,100 --> 00:31:54,100
They are ostracized from the
thing that they are trying to
488
00:31:54,100 --> 00:31:55,700
get to.
Hmm.
489
00:31:56,000 --> 00:31:57,700
And that is what the Twitter mob
is.
490
00:31:58,000 --> 00:32:02,000
There is an information vacuum.
They feel like they can't be
491
00:32:02,000 --> 00:32:04,300
heard, they can't be seen.
They feel like they're locked
492
00:32:04,300 --> 00:32:05,200
out.
They don't have all the
493
00:32:05,200 --> 00:32:08,600
information.
And so they're only Resorts.
494
00:32:08,900 --> 00:32:11,600
I mean, that's that's human
nature.
495
00:32:11,700 --> 00:32:14,400
Oh, you can't hear me?
I'll get louder.
496
00:32:14,900 --> 00:32:21,100
Like it's, it's that mentality.
We're to the point where you ask
497
00:32:21,100 --> 00:32:25,700
for change, you want things to
be different and then if it
498
00:32:25,700 --> 00:32:32,400
doesn't happen, Then you get
louder, hoping hoping now
499
00:32:32,400 --> 00:32:38,400
they'll hear me, but I feel like
PR is at the heart of
500
00:32:38,400 --> 00:32:42,400
everything.
I feel like it's at the heart of
501
00:32:42,400 --> 00:32:45,700
everything that's made it worse.
So like if we're going to talk
502
00:32:45,700 --> 00:32:51,200
about that press conference, I
saw the by saw the post from the
503
00:32:51,200 --> 00:32:53,100
Press before.
I just watch the thing.
504
00:32:54,500 --> 00:32:59,600
So I had my own little moment
and then I watched it, And it
505
00:32:59,600 --> 00:33:10,200
still didn't get any better.
It, I immediately I immediately
506
00:33:10,200 --> 00:33:12,600
treat situations and brand the
way.
507
00:33:12,600 --> 00:33:15,400
I immediately treat them the way
I would, if they were a client.
508
00:33:15,700 --> 00:33:19,400
Okay, I immediately perceive.
Okay, this has happened.
509
00:33:19,400 --> 00:33:21,800
How would I fix this?
And how can we move forward?
510
00:33:23,400 --> 00:33:26,600
There was no fixing that was my
press conference.
511
00:33:26,600 --> 00:33:31,500
There was no fixing you had, we
had, we had come off the three
512
00:33:31,800 --> 00:33:35,200
worst seasons in the last 27
years.
513
00:33:36,200 --> 00:33:41,700
We were a 500 program, you
writing was on the wall behind
514
00:33:41,700 --> 00:33:46,700
pay walls behind rumors, he's
bottle he's been told he's fired
515
00:33:48,000 --> 00:33:52,000
and then the walk out in the way
with presented that day the way
516
00:33:52,000 --> 00:33:57,300
his face looked.
He knew I wanted to fire him.
517
00:33:58,200 --> 00:34:01,500
And then for us as fans, it was,
this punch know he's coming
518
00:34:01,500 --> 00:34:03,000
back.
This is like his first year and
519
00:34:03,000 --> 00:34:05,000
you're like his pardon, my
French.
520
00:34:05,000 --> 00:34:09,000
Christina, his birth year.
Are you kidding me?
521
00:34:09,600 --> 00:34:13,699
He's been here for five years.
Sorry.
522
00:34:14,400 --> 00:34:20,699
No, don't when it comes more.
Here's the thing for me, there
523
00:34:20,900 --> 00:34:24,100
to be any time.
There's going to be that much
524
00:34:24,100 --> 00:34:27,900
emotion, and anything is going
to have that much on the line.
525
00:34:28,500 --> 00:34:34,500
There needs to be significant
training, PR training for anyone
526
00:34:34,500 --> 00:34:36,100
who's going to be speaking in
front of the press.
527
00:34:38,300 --> 00:34:41,600
And that that goes forward, that
goes for Fuente that goes for
528
00:34:41,600 --> 00:34:49,400
anybody because we've already
seen what happens when things
529
00:34:49,400 --> 00:34:52,400
don't go their way when you're
telling when you're telling
530
00:34:52,400 --> 00:34:54,900
press the press that like,
that's a ridiculous question.
531
00:34:55,699 --> 00:34:59,300
Like we've already seen what
happens when you get angry.
532
00:34:59,300 --> 00:35:03,800
So my first thing would be prior
to any press conference.
533
00:35:04,300 --> 00:35:06,500
We are going to go through the
talking points.
534
00:35:06,700 --> 00:35:08,400
I'm To sit at the back of the
room.
535
00:35:08,400 --> 00:35:12,400
And I'm going to say the most
hateful hot-button questions you
536
00:35:12,400 --> 00:35:15,300
could ever possibly get, because
you need to be prepared for the
537
00:35:15,300 --> 00:35:19,600
worst.
You need to be prepared for the
538
00:35:19,600 --> 00:35:22,100
absolute worst question.
You need to know what that
539
00:35:22,100 --> 00:35:26,100
answer is going to look like.
And you also need to not have
540
00:35:26,100 --> 00:35:29,900
heard that question for the
first time because seeing is raw
541
00:35:29,900 --> 00:35:33,000
emotion.
You see raw anger frustration
542
00:35:33,900 --> 00:35:37,500
and like the like the snide
comment about that, they don't,
543
00:35:37,500 --> 00:35:40,500
they don't really provide that
much with the with the smirk
544
00:35:40,700 --> 00:35:44,000
that was frustration from wit,
and my opinion, that was him
545
00:35:44,000 --> 00:35:49,000
trying to find a lot like find
to find Levity and something
546
00:35:49,000 --> 00:35:52,800
that he finds frustrating and it
didn't land well because it
547
00:35:52,800 --> 00:35:58,600
shouldn't have happened and that
comes down to, like I said, that
548
00:35:58,600 --> 00:36:02,200
comes down to PR training that
comes to, and I would recommend
549
00:36:02,200 --> 00:36:06,900
that for any power 5 school, any
power 5 school because you have
550
00:36:06,900 --> 00:36:13,200
scrutiny, like look at Alabama.
They could they could lose one
551
00:36:13,200 --> 00:36:17,200
game and there's going to be
fans climbing the walls.
552
00:36:19,200 --> 00:36:24,300
If you are in a if you were at a
power 5 school, you are
553
00:36:24,300 --> 00:36:28,700
constantly constantly under a
microscope.
554
00:36:30,100 --> 00:36:33,200
The power of your school is
dictated by, how many wins you
555
00:36:33,200 --> 00:36:36,800
have what recruits you can get.
How many awards your coach can
556
00:36:36,800 --> 00:36:40,100
get, how many positive press
mentions your coaching team can
557
00:36:40,100 --> 00:36:43,700
get, it's all contingent upon
creating this ecosystem of
558
00:36:43,700 --> 00:36:47,900
success.
And so when you don't have that,
559
00:36:48,000 --> 00:36:51,900
you're going to get questions,
you're going to get, you're
560
00:36:51,900 --> 00:36:57,200
going to get people asking
really mean hateful things that
561
00:36:57,200 --> 00:37:00,000
bother you.
I mean the best example, Love it
562
00:37:00,000 --> 00:37:05,900
is imagine how many people were
frustrated with the team didn't
563
00:37:05,900 --> 00:37:08,900
feel like they were being heard,
nothing was changing.
564
00:37:08,900 --> 00:37:13,400
And then Herbstreit has a really
clear moment on a plane and
565
00:37:13,400 --> 00:37:16,600
talks directly into the camera
about what is happening at
566
00:37:16,600 --> 00:37:17,900
Virginia Tech.
Yep.
567
00:37:17,900 --> 00:37:23,000
And there was immediate change
and we had some new people come
568
00:37:23,000 --> 00:37:25,800
in and we had some thought
process on how we going to right
569
00:37:25,800 --> 00:37:30,000
this ship.
And so from that moment, Are
570
00:37:30,000 --> 00:37:32,100
people in the fan base, that
realize.
571
00:37:32,100 --> 00:37:35,200
Okay.
It just has to be the right
572
00:37:35,200 --> 00:37:37,700
choice to complain.
It just has to be the right
573
00:37:37,700 --> 00:37:41,600
voice to ask questions and so
that creates a moment where you
574
00:37:41,600 --> 00:37:44,700
wonder the information vacuum?
Again.
575
00:37:44,900 --> 00:37:47,900
Same thing about when he was
being interviewed at Baylor.
576
00:37:50,100 --> 00:37:52,200
And we didn't find out until
after.
577
00:37:52,200 --> 00:37:54,900
That was a, no.
And then wit told us he's a
578
00:37:54,908 --> 00:37:56,900
trustworthy guy.
Yeah.
579
00:37:56,900 --> 00:38:01,100
We don't know him like you do
when you're expecting us to.
580
00:38:02,000 --> 00:38:05,900
You can't vouch for him when we
didn't know.
581
00:38:06,300 --> 00:38:08,900
Yeah.
All we have is conjecture and
582
00:38:08,900 --> 00:38:12,200
all we have are rumors.
Then, what is, what is anyone
583
00:38:12,200 --> 00:38:14,100
going to do when they don't have
anybody?
584
00:38:14,100 --> 00:38:19,800
I mean, literally all of 2020
was about See theories and what
585
00:38:19,800 --> 00:38:23,000
is fake news?
But you know I'm saying, and so,
586
00:38:23,400 --> 00:38:26,800
why would a football fan base,
be any different in absence of
587
00:38:26,800 --> 00:38:29,200
the information?
We fill in our own blanks?
588
00:38:29,400 --> 00:38:33,400
And given some of the product
we've received lately, those are
589
00:38:33,400 --> 00:38:36,500
tending towards, not giving the
program, the benefit of the
590
00:38:36,500 --> 00:38:38,200
doubt.
Exactly.
591
00:38:38,200 --> 00:38:42,300
If you don't have the Truth,
then you make up your own.
592
00:38:43,200 --> 00:38:47,500
And that's what we've had to do.
A ton over these last few years
593
00:38:47,500 --> 00:38:50,100
because we really don't know the
head coach.
594
00:38:50,500 --> 00:38:54,900
There are stories that, you
know, we see him and we see him
595
00:38:54,900 --> 00:38:57,600
as, you know, probably a good
football coach.
596
00:38:57,600 --> 00:39:00,900
Probably a good family man and
then you hear stories from
597
00:39:00,900 --> 00:39:03,600
people that have interviewed him
in behind closed, doors.
598
00:39:03,600 --> 00:39:05,400
It's likely such a different
person.
599
00:39:06,500 --> 00:39:11,500
Why isn't that different person
coming into the conference?
600
00:39:11,800 --> 00:39:14,700
I mean, into the interview, I
mean, Christina.
601
00:39:14,800 --> 00:39:16,800
How would you coach when you
hear?
602
00:39:17,200 --> 00:39:20,300
I've heard David teal, Wes
McElroy.
603
00:39:20,300 --> 00:39:24,100
John laser people Associated
either writing about the program
604
00:39:24,500 --> 00:39:25,900
or part of the program saying,
hello.
605
00:39:25,908 --> 00:39:28,500
He's so different behind closed,
doors, you love them.
606
00:39:29,700 --> 00:39:32,500
How do you tell that coach that
needs to be you?
607
00:39:32,700 --> 00:39:35,000
When you get in front of that
press conference, when you get
608
00:39:35,000 --> 00:39:39,200
in front of a video screen, you
need to figure out what her his
609
00:39:39,200 --> 00:39:42,400
triggers to why he can be
comfortable in one setting and
610
00:39:42,400 --> 00:39:45,900
not the other.
Okay, what is it about?
611
00:39:46,500 --> 00:39:49,500
What is it about behind closed
doors that he can open up?
612
00:39:49,500 --> 00:39:53,200
Because I get it, I get it.
I get people being introverted,
613
00:39:53,200 --> 00:39:56,400
I get people being closed off.
I get people being protective, I
614
00:39:56,400 --> 00:39:58,900
completely respect that, I
totally get it.
615
00:39:59,400 --> 00:40:05,300
The problem is, once again, it's
a powerful program and it is,
616
00:40:06,400 --> 00:40:09,600
but it's, it's it's a cult of
personality.
617
00:40:11,400 --> 00:40:15,200
I mean, if you think about it
this way, if horrible didn't
618
00:40:15,200 --> 00:40:18,100
have a personal brand, how on
Earth would he still like, I'm
619
00:40:18,100 --> 00:40:20,000
still shocked but how would he
be?
620
00:40:20,000 --> 00:40:25,900
Mr. Curtis is the 49ers fans
that he's got another side of
621
00:40:25,900 --> 00:40:27,700
that relationship that he can
talk about.
622
00:40:27,700 --> 00:40:31,100
So horrible.
Older but it's cult of
623
00:40:31,100 --> 00:40:34,300
personality.
And so when you think about it
624
00:40:34,300 --> 00:40:40,200
and and that's the thing too is
Beamer was at an advantage
625
00:40:40,300 --> 00:40:43,400
because it made sense why he
didn't have a social media
626
00:40:43,400 --> 00:40:49,100
presence. yeah, it made sense
and so there was there was no
627
00:40:49,100 --> 00:40:52,800
like like the entire fanbase
isn't going to claim her for him
628
00:40:52,800 --> 00:40:55,200
and be like dude you need to be
on Twitter like that's that's
629
00:40:55,200 --> 00:41:00,600
not going to happen and it
didn't happen but if one tastes
630
00:41:00,600 --> 00:41:04,100
going to be on Twitter and he's
going to respond and he's and
631
00:41:04,200 --> 00:41:07,000
you're going to have these
moments, then we need to
632
00:41:07,000 --> 00:41:13,100
determine What does it look like
for him to feel comfortable like
633
00:41:13,100 --> 00:41:15,000
that?
And doesn't mean that he needs
634
00:41:15,000 --> 00:41:21,600
to have like calls in his office
or calls and on his back porch,
635
00:41:21,600 --> 00:41:25,200
or like, what is it going to
take for him to feel more
636
00:41:25,200 --> 00:41:28,200
comfortable?
And then, how can we make that?
637
00:41:29,000 --> 00:41:33,200
Come forward?
I'll come, I don't want to
638
00:41:33,207 --> 00:41:35,200
compare, but I feel like I need
to compare it to Mike Young.
639
00:41:36,300 --> 00:41:42,300
Who I'm good with that.
He's, he's so affable.
640
00:41:43,600 --> 00:41:48,300
And so just comfortable that
when he speaks.
641
00:41:50,100 --> 00:41:53,200
Like I just I love the picture
of him sitting watch like eating
642
00:41:53,200 --> 00:41:55,100
popcorn.
It's like one of my favorite
643
00:41:55,100 --> 00:41:56,800
things.
It gives me such a beamer
644
00:41:56,800 --> 00:41:58,200
energy.
Yep.
645
00:41:58,200 --> 00:42:04,700
It is just relaxed but cool.
Well I also feel like because
646
00:42:04,700 --> 00:42:07,900
Mike young it was always his
dream to be here.
647
00:42:08,300 --> 00:42:11,900
The now he's here it's like when
you know you're at the right
648
00:42:11,900 --> 00:42:14,500
place at the right time you know
where You're supposed to be.
649
00:42:14,600 --> 00:42:16,900
It's like that.
Man is sitting and his life.
650
00:42:19,000 --> 00:42:21,100
Like no way.
I'm supposed to be here and I
651
00:42:21,100 --> 00:42:26,600
feel like maybe because Fuente
still trying to like shake off
652
00:42:26,600 --> 00:42:31,400
the beam Earnest and and make
things his own and He's not
653
00:42:31,400 --> 00:42:33,800
hitting the strides that I think
he would have, he would have
654
00:42:33,800 --> 00:42:37,400
wanted for himself, maybe that's
why, but I think he needs to
655
00:42:37,400 --> 00:42:40,600
figure out whoever's working,
whoever's going to be like
656
00:42:40,600 --> 00:42:43,300
managing the pr and who's going
to be working with them.
657
00:42:43,700 --> 00:42:52,400
They need to do a lot of work in
the room where he's he's able to
658
00:42:52,400 --> 00:42:55,900
show himself because and I'm
guilty of this.
659
00:42:56,500 --> 00:42:58,600
I just remember all the times,
he would get mad during a
660
00:42:58,607 --> 00:43:01,700
football game and it was just
like the Was my favorite part of
661
00:43:01,700 --> 00:43:03,400
the game?
Yes.
662
00:43:03,400 --> 00:43:06,300
Yes.
I don't care if you're angry,
663
00:43:06,300 --> 00:43:10,600
but show me something, like,
show me that you're in there and
664
00:43:10,600 --> 00:43:13,000
so like he's yelling and I was
like yes ones.
665
00:43:13,000 --> 00:43:17,300
They use like the beam a few
years back where like holnar
666
00:43:17,300 --> 00:43:22,100
dizzy meltdown.
And when he was saying that,
667
00:43:22,100 --> 00:43:25,100
like Tech was touching off but
like they were just manhandling
668
00:43:25,100 --> 00:43:30,200
Tecna whole game.
Yeah, and Fuente, I think want a
669
00:43:30,200 --> 00:43:32,300
great.
Like I think the ref had to like
670
00:43:32,300 --> 00:43:35,900
talk wanted to calm down like I
got I stood up and clapped I was
671
00:43:35,900 --> 00:43:40,800
so high so hyped and then like
when he when he tackled Foster.
672
00:43:41,000 --> 00:43:47,500
Yeah I just what do you think?
I think fans want him excited
673
00:43:47,500 --> 00:43:49,700
about being a part of this
program.
674
00:43:49,700 --> 00:43:53,100
I think I think that if I can
put just a point on I feel like
675
00:43:53,100 --> 00:43:56,500
sometimes it feels like when the
press conferences, it's very
676
00:43:56,500 --> 00:43:58,600
much.
I'm here because I have to be,
677
00:43:58,600 --> 00:44:00,500
I'm going through the motions,
but where are you?
678
00:44:00,700 --> 00:44:02,900
See him on the sidelines in
those moments.
679
00:44:03,200 --> 00:44:05,900
Again, spit or those moments
with Bud Foster.
680
00:44:06,400 --> 00:44:08,900
You see that?
He cares about what he's doing
681
00:44:08,900 --> 00:44:12,800
and that's infectious but he
doesn't bring that to the other
682
00:44:12,800 --> 00:44:15,600
avenues of the, of the coaching
responsibilities.
683
00:44:15,600 --> 00:44:19,900
And as you said, being a power
five coaches like being a CEO,
684
00:44:19,900 --> 00:44:25,100
You Can't Hide Your CEO in these
key moments like when they
685
00:44:25,500 --> 00:44:28,000
interview for another job and
then you have this other guy
686
00:44:28,000 --> 00:44:30,400
come up and explain about it
like no.
687
00:44:30,700 --> 00:44:33,200
You're the football.
Coaches, just did this, you talk
688
00:44:33,200 --> 00:44:34,900
about it.
You explain why you're coming
689
00:44:34,900 --> 00:44:39,400
back to Virginia Tech and I
think a lot of it also comes to
690
00:44:39,400 --> 00:44:45,300
risk aversion and I can and
that's why the pr is so reactive
691
00:44:45,300 --> 00:44:48,900
instead of proactive isn't it?
Almost waits for it to Bubble Up
692
00:44:48,900 --> 00:44:50,000
before?
It says anything?
693
00:44:50,000 --> 00:44:54,300
Assuming hopefully that it will
blow over best example of this
694
00:44:54,300 --> 00:44:56,100
is the Sports Illustrated
article.
695
00:44:57,400 --> 00:45:00,400
How does how does Sports
Illustrated have more knowledge
696
00:45:00,400 --> 00:45:02,800
about Our team then like
boosters.
697
00:45:03,700 --> 00:45:09,000
Yeah, like I don't even
understand and the thing is that
698
00:45:09,500 --> 00:45:14,500
you need the Press On Your Side,
you need them to, you need them
699
00:45:14,500 --> 00:45:17,200
to like the program, and want
you to be successful.
700
00:45:17,200 --> 00:45:21,400
And you want that needs to be a
very, that's a very symbiotic
701
00:45:21,400 --> 00:45:25,400
relationship.
But I still feel like we'll
702
00:45:25,400 --> 00:45:29,500
never understand what happened
with all those players, and then
703
00:45:29,500 --> 00:45:31,600
so many of them.
Get out of the program so you
704
00:45:31,607 --> 00:45:35,700
don't really even have access,
you've got a couple that had
705
00:45:35,700 --> 00:45:39,100
some rounds on Twitter and now
the fan base.
706
00:45:39,400 --> 00:45:43,500
But based on that information
and based on nothing coming out,
707
00:45:43,600 --> 00:45:46,300
more or less from the program
directly, it's like, okay, well,
708
00:45:46,300 --> 00:45:49,900
we've got these accounts and we
got the SI stuff, but we really
709
00:45:49,900 --> 00:45:52,600
have nothing official coming
from the football program
710
00:45:52,600 --> 00:45:55,300
directly.
We're over here, making our own
711
00:45:55,300 --> 00:45:58,700
narrative again, and they're
just playing damage control
712
00:45:58,700 --> 00:46:01,200
after the fact, and trying to
clean up Medicine.
713
00:46:01,200 --> 00:46:05,500
It's not just affecting fans
perception of the program, but
714
00:46:05,500 --> 00:46:09,000
it's real, you know, affecting
how recruits look at the program
715
00:46:09,000 --> 00:46:12,100
as well.
Can I ask you this Christina?
716
00:46:12,100 --> 00:46:15,800
This is, this is bronze Bugaboo.
He hasn't said it yet, but he
717
00:46:15,800 --> 00:46:19,200
hates that we cannot get in
front of anything.
718
00:46:20,500 --> 00:46:24,600
The spring game, being canceled,
literally an hour and eight
719
00:46:24,600 --> 00:46:27,800
minutes before Ralph Northam,
which we knew was going to be
720
00:46:27,800 --> 00:46:30,400
announced or going 30 percent
capacity.
721
00:46:30,500 --> 00:46:33,100
Yeah.
Yeah there's been other times
722
00:46:33,100 --> 00:46:35,000
too.
Where Brian's been like get out
723
00:46:35,000 --> 00:46:38,400
in front of these easy things
where you don't like brown just
724
00:46:38,400 --> 00:46:41,500
said played am in control.
So when you see this happen I
725
00:46:41,508 --> 00:46:45,600
want you to think about my
partner here space and how we
726
00:46:45,600 --> 00:46:48,300
get angry.
And I'm using the way to getting
727
00:46:48,300 --> 00:46:52,700
the Skype or the text messages
like get in front of this.
728
00:46:52,900 --> 00:46:56,800
This is your job.
It's the easy stuff that bothers
729
00:46:56,800 --> 00:46:59,400
me.
I'll go to the spring game.
730
00:47:00,500 --> 00:47:03,100
Whether I know people either
want to have it or don't have it
731
00:47:03,100 --> 00:47:07,700
that that's beside the point.
But to me you made this
732
00:47:07,700 --> 00:47:09,900
announcement on your own time.
No one told you.
733
00:47:09,900 --> 00:47:12,300
You had to make this
announcement at a given time.
734
00:47:13,200 --> 00:47:16,600
You choose number one before the
Northam comments that day,
735
00:47:17,000 --> 00:47:22,500
number two, You either didn't
see Fallout coming from this, or
736
00:47:22,500 --> 00:47:26,100
you saw it and decided we're
going to announce this now, but
737
00:47:26,100 --> 00:47:30,300
announce our contingency for
this an hour later or three
738
00:47:30,300 --> 00:47:32,600
hours later or the next day, I
can't remember what it was.
739
00:47:32,600 --> 00:47:36,100
But include what your
contingency is.
740
00:47:36,100 --> 00:47:38,400
If you're not going to have the
spring game in the announcement
741
00:47:38,400 --> 00:47:40,600
that you're not having the
spring game Henry?
742
00:47:41,200 --> 00:47:47,700
Well I think I think for me it
comes down to you need to be
743
00:47:47,700 --> 00:47:52,800
prepared for The worst and press
conferences, and any of those,
744
00:47:52,800 --> 00:47:56,100
and no one could have seen, no
one could have seen this coming
745
00:47:56,100 --> 00:47:59,900
and we saw this.
I mean, I'd like to think that
746
00:47:59,900 --> 00:48:02,600
the NCAA thought I was bullying
them last year because they were
747
00:48:02,600 --> 00:48:08,900
useless, but I don't know.
But there's supposed to be there
748
00:48:08,900 --> 00:48:12,300
needs to be someone and it's
usually good if it's your PR
749
00:48:12,300 --> 00:48:14,900
person because they need to,
they need to be able to smell
750
00:48:14,900 --> 00:48:19,400
trouble before it hits.
But you need Marvel fans, you
751
00:48:19,400 --> 00:48:24,400
need a doctor, strange Doctor
Strange on your team.
752
00:48:24,400 --> 00:48:28,000
You need someone who's going to
be able to see like full game
753
00:48:28,000 --> 00:48:29,800
theory.
What are all the ways?
754
00:48:29,800 --> 00:48:33,400
This could go?
What is for, what are the
755
00:48:33,400 --> 00:48:35,500
possible things?
What are the possible things
756
00:48:35,500 --> 00:48:38,300
that we could do?
What does each variation look
757
00:48:38,300 --> 00:48:41,100
like assuming?
This is the next is the next
758
00:48:41,100 --> 00:48:44,800
thing, what happens and then
communicating at Foley with
759
00:48:44,800 --> 00:48:47,900
whoever needs to know that so
that you have everything in
760
00:48:47,900 --> 00:48:50,700
place Lace.
So when you know that a great
761
00:48:50,700 --> 00:48:52,300
Governor is going to say this,
cool.
762
00:48:52,400 --> 00:48:55,700
Well, this is, this is the
contingency plan that aligns.
763
00:48:55,700 --> 00:48:59,100
With that directive.
We can have landing page made
764
00:48:59,100 --> 00:49:01,700
up.
We can have it live quickly.
765
00:49:01,900 --> 00:49:05,300
We can have everything that we
need but it comes down to
766
00:49:05,300 --> 00:49:07,700
planning and being prepared for
the worst.
767
00:49:08,000 --> 00:49:12,800
When you have a, when you a
perfect example, how many years
768
00:49:12,900 --> 00:49:16,100
did they ask for donations after
a football game loss?
769
00:49:16,600 --> 00:49:21,100
Every game isn't Something you
could have paused or purposely
770
00:49:21,100 --> 00:49:24,100
sent the donation email before
the game in.
771
00:49:24,100 --> 00:49:28,900
Like I kind of deal, you know
I'm saying like yeah it's the
772
00:49:28,900 --> 00:49:34,000
little marketing and PR move
that they stopped sending the
773
00:49:34,000 --> 00:49:36,500
emails asking for money.
After that after the losses
774
00:49:36,500 --> 00:49:40,100
because everyone got really
angry and loud about how that
775
00:49:40,100 --> 00:49:42,900
was a bad choice.
You just have flown out by pit.
776
00:49:43,000 --> 00:49:47,600
How about donating to the marks
is probably the most ideal time
777
00:49:47,600 --> 00:49:49,800
to send.
Nothing like that, especially
778
00:49:49,800 --> 00:49:52,700
only home game would be a mass
blast.
779
00:49:52,700 --> 00:49:57,000
What 90 minutes before kickoff
when everybody's in the parking
780
00:49:57,000 --> 00:49:59,900
lot with their iPhones and
drinking beer and having a great
781
00:49:59,900 --> 00:50:02,200
time?
Okay, clock wants to donate, 20
782
00:50:02,200 --> 00:50:03,800
bucks.
Yeah, let's do it.
783
00:50:04,400 --> 00:50:07,100
If that's something you're
talking about like the opportune
784
00:50:07,100 --> 00:50:10,100
times like if you have them with
cold again, if you have a loss?
785
00:50:10,100 --> 00:50:13,800
No, don't think about that.
But what your contingency plan
786
00:50:13,800 --> 00:50:17,300
for the next week or so you're
saying this and I'm sitting in
787
00:50:17,300 --> 00:50:20,600
here.
Novice Christina saying if you
788
00:50:20,607 --> 00:50:25,200
were to email me or send
something on Twitter or anything
789
00:50:25,200 --> 00:50:28,100
like that, a few hours before
the game, whether I'm sitting
790
00:50:28,100 --> 00:50:32,800
here in my my man cave or I'm
down at tops in Blacksburg
791
00:50:33,100 --> 00:50:37,900
having a real you said that I'm
feeling good.
792
00:50:38,600 --> 00:50:40,600
Yep.
I've got a buzz about my body
793
00:50:40,600 --> 00:50:43,700
about the game that day where I
just might say screw it's in ten
794
00:50:43,700 --> 00:50:47,300
bucks.
It's the thing is that was that
795
00:50:47,300 --> 00:50:50,600
like And this is gonna sound
really bad for any marketers on,
796
00:50:50,600 --> 00:50:53,400
but they'll agree with me.
Get in the head of your
797
00:50:53,400 --> 00:50:57,500
customer, and really think about
the customer experience.
798
00:50:57,900 --> 00:50:59,900
Like, you don't need a marketing
class.
799
00:50:59,900 --> 00:51:03,300
You need to be able to think
like the person you want to
800
00:51:03,308 --> 00:51:07,800
Target.
Really swim in that.
801
00:51:08,900 --> 00:51:14,900
Like you said, where are you
going to be the most height, the
802
00:51:14,900 --> 00:51:19,500
most Pro Hokies the most loose
with your wallet just before the
803
00:51:19,500 --> 00:51:21,600
start of a game that's before
the start of the game.
804
00:51:21,600 --> 00:51:23,700
I'm excited for the leave it.
If I'm sitting at home.
805
00:51:23,700 --> 00:51:25,600
I'm excited for what I'm about
to watch.
806
00:51:26,000 --> 00:51:30,200
I'm engaged with the program as
optimistic as I'm going to be is
807
00:51:30,200 --> 00:51:32,600
before just before that kickoff.
Yep.
808
00:51:32,600 --> 00:51:35,100
Regardless of what happens win
or lose the most optimistic.
809
00:51:35,100 --> 00:51:37,000
I'm probably going to be about
this game is just before
810
00:51:37,000 --> 00:51:38,300
kickoff.
Yep.
811
00:51:39,100 --> 00:51:41,100
That's we're going to feel the
best about the program.
812
00:51:41,600 --> 00:51:44,400
What I can do is you can even do
it as like.
813
00:51:44,800 --> 00:51:46,200
I know that nonprofits can do
this.
814
00:51:46,200 --> 00:51:49,100
I don't know if they'd be able
to do it, but having like a text
815
00:51:49,100 --> 00:51:55,800
campaign like text hashtag
Hokies to 5, 4, 3, 2 1 and you
816
00:51:55,800 --> 00:52:03,000
get 20 cent $25.
That is and I mean as we're
817
00:52:03,000 --> 00:52:06,100
moving forward, this whole thing
with donations, we're going to
818
00:52:06,100 --> 00:52:10,800
need a lot more money coming in
especially relative to the what
819
00:52:10,800 --> 00:52:14,600
people in the ACC or doing
because we're already falling
820
00:52:14,600 --> 00:52:18,300
behind on that front, especially
on the individual donation side
821
00:52:18,300 --> 00:52:21,800
of things.
In terms of what we are putting
822
00:52:21,800 --> 00:52:25,700
funding wise into the program.
We're about middle of the pack
823
00:52:25,700 --> 00:52:29,300
in terms of total money and
we're towards like the back
824
00:52:29,300 --> 00:52:31,700
third.
In terms of donations.
825
00:52:32,900 --> 00:52:35,800
We got to figure out something
to get, get those in here and it
826
00:52:35,800 --> 00:52:39,700
and I know winning helps but in
lieu of that we're going to
827
00:52:39,707 --> 00:52:40,800
need.
It need to figure out another
828
00:52:40,800 --> 00:52:45,600
way to get more folks engaged in
the program, both with, you know
829
00:52:45,900 --> 00:52:49,800
putting asses in seats at game
but also putting money into the
830
00:52:49,800 --> 00:52:54,000
the into hope Club.
Well here's the thing, hokey
831
00:52:54,000 --> 00:52:57,300
Club, when you think about
Hockey Club, what do you what is
832
00:52:57,400 --> 00:53:01,500
like your first thought?
Drive for 25.
833
00:53:02,200 --> 00:53:04,500
But you know what?
It should feel like, the hunky
834
00:53:04,500 --> 00:53:07,900
Club should be ran like an
ambassador program, not like an
835
00:53:07,900 --> 00:53:10,800
entry-level donation Point.
That's what, that's what
836
00:53:10,800 --> 00:53:14,600
probably Club is.
It's, it's here's your entry to
837
00:53:14,600 --> 00:53:17,600
becoming a donor to Virginia
Tech football, and that's not
838
00:53:17,600 --> 00:53:19,600
what it should be.
It should be an ambassador
839
00:53:19,600 --> 00:53:23,900
program.
Where everyone that gets to be a
840
00:53:23,900 --> 00:53:27,700
part of that is given tools that
they can share their fan Hood.
841
00:53:27,900 --> 00:53:30,200
Here's the latest.
Here's the latest graphic.
842
00:53:30,200 --> 00:53:32,400
We're going to give you that you
can share on social before
843
00:53:32,400 --> 00:53:34,500
anyone else.
Here's a special Banner that you
844
00:53:34,500 --> 00:53:36,200
can put for your Twitter and
Facebook.
845
00:53:36,300 --> 00:53:38,500
Here's here's a Keepsake that
you can have.
846
00:53:38,500 --> 00:53:42,900
Here's here's, here's a free
ticket to bring someone who's
847
00:53:42,900 --> 00:53:49,800
never been to a hoagie game like
just it shouldn't feel like now
848
00:53:49,800 --> 00:53:53,900
it feels like It feels like
Hokie Club is the token answer
849
00:53:53,900 --> 00:53:56,000
for.
Do I, do you support Virginia
850
00:53:56,000 --> 00:53:58,600
Tech football with your money
and people say yes I'm hoping
851
00:53:58,600 --> 00:54:02,900
Club member That's it.
Shouldn't feel like it's tied to
852
00:54:02,900 --> 00:54:05,400
money poke Club.
Should never feel like it's tied
853
00:54:05,400 --> 00:54:09,700
to money.
It should feel like that's your
854
00:54:09,700 --> 00:54:15,600
entry into becoming the person
who gets to be on the field, the
855
00:54:15,600 --> 00:54:18,500
person who gets to help the
person who gets to weave
856
00:54:18,500 --> 00:54:22,000
themselves into the history of
Virginia Tech, it should feel
857
00:54:22,000 --> 00:54:27,200
like that is how you enter the
community, it should feel
858
00:54:27,200 --> 00:54:30,600
emotional, you shouldn't be tied
to money, should be tied to
859
00:54:30,600 --> 00:54:34,300
emotion.
Like what I would love to say
860
00:54:34,300 --> 00:54:40,000
honestly as soon as things are
open and as soon as it's safe
861
00:54:40,000 --> 00:54:42,800
for us all to congregate, I
would love for there to be a
862
00:54:42,800 --> 00:54:47,200
field day at Lane know y'all go.
Yep, that'd be really cool.
863
00:54:47,200 --> 00:54:51,000
Just be in that Stadium again.
You can have layers.
864
00:54:51,300 --> 00:54:55,500
You can have past players, you
can have the staff but it
865
00:54:55,500 --> 00:55:00,000
literally is like the whole
point, the whole point.
866
00:55:00,900 --> 00:55:04,900
Is you go and you get to stay in
on the field and you get to meet
867
00:55:04,900 --> 00:55:07,600
some of your favorite players
and you get to hang out and hug
868
00:55:07,600 --> 00:55:10,400
your friends that you would
normally you haven't seen in
869
00:55:10,400 --> 00:55:12,700
months.
But used to tailgate with all
870
00:55:12,700 --> 00:55:17,500
the time, just do like a fifty
dollar, a ticket field day and
871
00:55:17,500 --> 00:55:22,200
you get to go and you get to
hang out and you get to hug your
872
00:55:22,200 --> 00:55:24,200
hokey friends.
There you go.
873
00:55:25,100 --> 00:55:27,600
Let's talk about that a little
bit more because I feel like in
874
00:55:27,600 --> 00:55:32,700
terms of the events that are
engaging, Fans and getting fans
875
00:55:33,100 --> 00:55:35,700
access to the players and things
like that.
876
00:55:36,000 --> 00:55:40,500
I know covid has pretty much put
the kibosh on that last year and
877
00:55:40,500 --> 00:55:43,300
into this year but that was very
lacking.
878
00:55:43,300 --> 00:55:49,000
Even before the things with
covid, what are some other type
879
00:55:49,000 --> 00:55:51,700
of events or things that you, I
know you just mentioned the the
880
00:55:51,700 --> 00:55:54,200
field day, they're there.
Any other types of events like
881
00:55:54,200 --> 00:55:57,400
that that you think would be
good for the football team to
882
00:55:57,400 --> 00:56:01,800
engage in with the fans.
Yes, I I'm a massive fan of
883
00:56:01,800 --> 00:56:03,800
Peloton.
I have my palate on bike.
884
00:56:04,100 --> 00:56:07,500
Imagine if any of the players
there's got to be a Peloton in
885
00:56:07,500 --> 00:56:11,600
that Barn like there just has to
be and if you don't get one but
886
00:56:11,600 --> 00:56:16,400
imagine if you basically had
like a joint ride and you can
887
00:56:16,400 --> 00:56:20,000
ride with your favorite players
or you can do like the tread and
888
00:56:20,000 --> 00:56:24,400
like on because on Saturdays at
at 10 I do a ride with my
889
00:56:24,400 --> 00:56:27,000
friends from marketing Twitter
and we all get on and we ride
890
00:56:27,000 --> 00:56:30,100
and it's like the leaderboards.
There we high-five each other.
891
00:56:30,700 --> 00:56:34,300
Imagine imagine because these
players are working out all the
892
00:56:34,300 --> 00:56:35,000
time.
Anyway.
893
00:56:36,000 --> 00:56:39,200
Imagine if you got to be on a
ride with one of your favorite
894
00:56:39,200 --> 00:56:41,300
players.
Yeah, that'd be pretty cool.
895
00:56:42,900 --> 00:56:44,900
Pretty, pretty cool.
You get to BU get to be Peloton
896
00:56:44,900 --> 00:56:46,600
buddies with.
So and so you get to see their
897
00:56:46,600 --> 00:56:49,100
name on the leaderboard and it's
going to push you harder than
898
00:56:49,100 --> 00:56:51,600
you would ever been pushed
because you're going to want to
899
00:56:51,600 --> 00:56:54,300
get as close to their to their
personal best.
900
00:56:54,300 --> 00:56:58,400
As you can imagine.
How special that would be and
901
00:56:58,400 --> 00:57:00,500
all you need is one Peloton
bike.
902
00:57:00,700 --> 00:57:03,600
And a tweet, every week, you can
have a different player but
903
00:57:03,600 --> 00:57:07,200
would that tweet?
Be timed at 9 a.m. on Tuesday.
904
00:57:12,100 --> 00:57:15,300
You can almost set your clock to
the to the social media drops
905
00:57:15,300 --> 00:57:18,000
here, you can.
And it's ridiculous.
906
00:57:18,100 --> 00:57:21,700
Although I have noticed,
actually me and Brawn and we
907
00:57:21,707 --> 00:57:24,700
were discussing yesterday, all
the things we want to talk about
908
00:57:24,700 --> 00:57:26,700
tonight.
We kind of been going through it
909
00:57:26,700 --> 00:57:31,800
and it has been more random good
about last ten or Of days and we
910
00:57:31,800 --> 00:57:36,400
say that like retweeted a tie
rod one of his personal, not
911
00:57:36,400 --> 00:57:40,500
something they created and put
out David plenty and other guys.
912
00:57:41,000 --> 00:57:43,500
But let me ask this about
Twitter.
913
00:57:44,000 --> 00:57:46,600
Yeah.
And if you don't want to answer
914
00:57:46,600 --> 00:57:53,100
it you don't have to give me a
number grade that you would give
915
00:57:53,100 --> 00:57:55,700
the Virginia Tech football.
Twitter account, number great,
916
00:57:55,800 --> 00:57:59,900
not letter number grade, 1 to
100.
917
00:58:00,700 --> 00:58:03,700
It's an 80, it's an 80 they're
doing.
918
00:58:03,700 --> 00:58:08,800
Okay, I'm glad that they're,
it's, it's their Twitter wears a
919
00:58:08,808 --> 00:58:18,200
tie.
It's, it's, it's to curated the
920
00:58:18,200 --> 00:58:23,800
copies to clean the scheduling's
to like specific even if it's a
921
00:58:23,808 --> 00:58:26,200
brand needs.
Well, it needs to feel like
922
00:58:26,200 --> 00:58:29,200
there's a fan at the bank.
Okay.
923
00:58:29,200 --> 00:58:31,700
So I'll go back to McDonald's
because I know someone on their
924
00:58:31,700 --> 00:58:33,600
social media team and I love
what they're doing.
925
00:58:34,000 --> 00:58:36,700
Some of the best stuff that
McDonald's has been doing is
926
00:58:36,700 --> 00:58:39,600
they're being incredibly
vulnerable, and real, and
927
00:58:39,600 --> 00:58:42,200
talking about customer
experience, like one of the
928
00:58:42,200 --> 00:58:45,000
tweets that they did that, they
did that.
929
00:58:45,000 --> 00:58:47,800
I absolutely loved was, it's
never, how are you doing social
930
00:58:47,800 --> 00:58:49,900
media manager?
It's always one, is McRib coming
931
00:58:49,900 --> 00:58:55,300
back.
War is are you feeling okay?
932
00:58:55,300 --> 00:58:58,100
You've barely touched the top of
your cup because they were like
933
00:58:58,100 --> 00:59:01,300
you poke the the top like you
poke A little bubbles.
934
00:59:01,300 --> 00:59:04,800
Okay, another one was.
Can I get?
935
00:59:05,600 --> 00:59:13,000
It feels so human and so you
want you want it to feel.
936
00:59:14,700 --> 00:59:18,100
Human.
It needs to feel like the person
937
00:59:18,100 --> 00:59:21,400
who's doing the copy and who was
typing, and seeing the same
938
00:59:22,300 --> 00:59:25,300
thing, the same game that you
are in a restricted when you're
939
00:59:25,300 --> 00:59:29,600
frustrated and happy when you're
happy and it's just it's a lot
940
00:59:29,600 --> 00:59:35,300
of hashtags and it's a lot of
emojis and it just doesn't feel
941
00:59:35,400 --> 00:59:37,400
authentic.
Okay.
942
00:59:37,700 --> 00:59:47,600
And so What is it was a tie?
It's a job.
943
00:59:48,800 --> 00:59:52,900
It feels like it's, it's a job.
It's not like like you say it's
944
00:59:52,900 --> 00:59:58,000
a fan wear everyday us three is
fans of Virginia Tech football.
945
00:59:58,300 --> 01:00:01,300
We look at Virginia Tech
football, me and Brian.
946
01:00:01,300 --> 01:00:04,400
I mean, key play.
We look at Tech sideline.
947
01:00:04,400 --> 01:00:06,500
We look at your Twitter account
when you're saying something
948
01:00:06,500 --> 01:00:09,700
about it.
We look at former players and
949
01:00:09,707 --> 01:00:13,600
that's what it you're right.
And you just, that is just such
950
01:00:13,600 --> 01:00:17,000
a A great analogy to what our
Twitter is.
951
01:00:17,100 --> 01:00:20,200
And and I'm going to say what I
said a couple seconds ago.
952
01:00:20,600 --> 01:00:25,700
This is a football, Twitter
ball, is he nice wear your tie
953
01:00:25,800 --> 01:00:30,500
very cordial sport.
It's pop, it's hitting each
954
01:00:30,500 --> 01:00:34,100
other, it's a lot.
But let's also compare it to a
955
01:00:34,100 --> 01:00:37,800
know we talked about Mike young
earlier, but let's compare the
956
01:00:38,100 --> 01:00:42,100
Hokies Football Twitter account
with the Hokies men's basketball
957
01:00:42,300 --> 01:00:46,900
Twitter account.
And the type of Engagement that
958
01:00:46,900 --> 01:00:49,800
they were getting this season
and the type of tweets that they
959
01:00:49,800 --> 01:00:53,300
were sending out and how those
were tracking with the fan base
960
01:00:54,100 --> 01:01:00,000
and it's night and day and I
know who runs that account and
961
01:01:00,000 --> 01:01:06,600
I'd they're younger and they are
passionate about the team.
962
01:01:07,600 --> 01:01:11,900
And it reads it reads that way.
I mean there's I also love the
963
01:01:11,900 --> 01:01:17,900
fact that I love that there
doesn't always have to be there,
964
01:01:17,900 --> 01:01:21,100
doesn't always have to be a
graphic, okay?
965
01:01:21,500 --> 01:01:25,000
And you can be playful with
Emoji playful with gifts.
966
01:01:25,000 --> 01:01:32,900
And you can, I love that there
is it just feels like I can tell
967
01:01:32,900 --> 01:01:36,400
a fan is running the basketball
account.
968
01:01:37,200 --> 01:01:40,100
It feels like they're watching
the game with us.
969
01:01:40,500 --> 01:01:45,000
Yep, yep.
And I am also a fan of if you
970
01:01:45,000 --> 01:01:47,500
can do short, copy always do
short.
971
01:01:47,500 --> 01:01:52,500
It's so much easier.
Like it's the shorter.
972
01:01:52,800 --> 01:01:55,000
It is.
The more likely it is to come
973
01:01:55,000 --> 01:02:01,000
across as pithy and get to the
point the more copy there is the
974
01:02:01,000 --> 01:02:03,600
more it feels didactic and
serious.
975
01:02:04,100 --> 01:02:08,200
Like I don't need it to be
serious like Hype me up like
976
01:02:08,200 --> 01:02:11,100
make it, make it feel special.
Let me, let me know what you're
977
01:02:11,100 --> 01:02:16,000
doing, and then I like that,
they, I like that.
978
01:02:16,000 --> 01:02:18,700
Both of them that both accounts
are starting to share, like,
979
01:02:18,700 --> 01:02:21,900
third-party content, but I think
there's opportunities to do
980
01:02:21,900 --> 01:02:26,200
something really cool.
Like, for example, I would love
981
01:02:26,200 --> 01:02:29,400
it.
If they brought back one of
982
01:02:29,400 --> 01:02:36,000
like, find an old, find an older
and older player, alumni who are
983
01:02:36,000 --> 01:02:39,300
really good on.
Who get it, have them do a take
984
01:02:39,300 --> 01:02:45,600
over for the game, okay?
Me account, the day, it'll give
985
01:02:45,600 --> 01:02:48,100
it'll get flavor, it'll feel
very different.
986
01:02:48,100 --> 01:02:51,300
People who've never turned in
before, will turn in to say hi.
987
01:02:52,000 --> 01:02:54,900
I think I think there's just so
many opportunities to be able to
988
01:02:54,900 --> 01:02:56,600
do that.
The other thing that I think was
989
01:02:56,600 --> 01:03:01,500
a missed opportunity was there
weren't a lot of players that
990
01:03:01,500 --> 01:03:04,200
were.
There were a lot of people who
991
01:03:04,200 --> 01:03:06,800
are able to watch the game last
year and there were a couple
992
01:03:06,900 --> 01:03:09,400
Couple people who were able to
go and did like a few minute
993
01:03:09,400 --> 01:03:12,400
lives.
But what I think would have been
994
01:03:12,400 --> 01:03:17,500
really, really, really cool.
Is they because they ask for
995
01:03:17,500 --> 01:03:20,800
money like can you will will
take your money and you just
996
01:03:20,800 --> 01:03:23,400
like forgive your seat.
Yeah yeah.
997
01:03:23,600 --> 01:03:28,500
What if you did a private like
what if you did a video you
998
01:03:28,500 --> 01:03:32,400
linked it and you have a camera
from one specific, see?
999
01:03:32,400 --> 01:03:35,500
It could be at the 50-yard line
and you just have someone
1000
01:03:35,500 --> 01:03:40,200
recording live and you get
access to that to that feed.
1001
01:03:40,300 --> 01:03:42,500
So you get to watch the game
from that seat for the whole
1002
01:03:42,500 --> 01:03:44,100
game.
Instead of watching it on TV,
1003
01:03:44,100 --> 01:03:46,500
you get to actually it's as
close as To get to feeling like
1004
01:03:46,500 --> 01:03:50,000
you're in the stadium and you
pay extra for it, whatever you
1005
01:03:50,000 --> 01:03:52,100
wanted to put for it.
But you can call it like the
1006
01:03:52,100 --> 01:03:56,400
50-yard, the 50-yard seat.
Yeah, someone will be there and
1007
01:03:56,400 --> 01:04:00,000
they'll move the cameras, the
plays are happening, but you'll
1008
01:04:00,000 --> 01:04:03,500
get to be as close as you can to
being Lane.
1009
01:04:03,500 --> 01:04:05,500
During all of that.
I feel like that was a missed
1010
01:04:05,500 --> 01:04:07,400
opportunity.
Yep.
1011
01:04:07,400 --> 01:04:09,900
That would have been awesome to
do something like an auction
1012
01:04:11,200 --> 01:04:14,000
online into the bid for that
because there would have been
1013
01:04:14,000 --> 01:04:17,600
people probably well Out of our
price range, that would have
1014
01:04:17,600 --> 01:04:21,800
wanted to do that and you're
raising money and maybe you
1015
01:04:21,800 --> 01:04:23,500
don't even go with just one
whole game.
1016
01:04:23,500 --> 01:04:27,400
Maybe you do one special for the
whole game and then what we are
1017
01:04:27,400 --> 01:04:31,300
doing is five minutes of the
seat.
1018
01:04:31,400 --> 01:04:34,100
You get to tune in and see it
increase.
1019
01:04:34,100 --> 01:04:36,300
How much you pay?
I love that idea.
1020
01:04:37,500 --> 01:04:42,700
You've mentioned a lot of things
you would love to do, but as we
1021
01:04:42,700 --> 01:04:46,000
move on the road forward, what
are your top Top three.
1022
01:04:46,000 --> 01:04:49,800
What are the three big things
that for us as fans?
1023
01:04:51,000 --> 01:04:53,100
What do you think we need to see
changed in?
1024
01:04:53,100 --> 01:04:54,700
What would you do?
What would be your prescription
1025
01:04:54,700 --> 01:04:57,300
to say?
We are screwing up doing this.
1026
01:04:57,300 --> 01:05:01,800
Here's how we fix it.
Number one needs to be PR 100
1027
01:05:01,800 --> 01:05:04,900
percent.
We need to determine, they need
1028
01:05:04,900 --> 01:05:07,100
to determine where the line is.
And if they've already
1029
01:05:07,100 --> 01:05:09,700
determined it, they need to move
it back further than where they
1030
01:05:09,700 --> 01:05:12,900
have it.
They need to make it very clear.
1031
01:05:12,900 --> 01:05:14,800
What's accessible to the fans?
What's not?
1032
01:05:14,800 --> 01:05:17,600
What is the cutoff for point?
A, what is the cutoff for wit?
1033
01:05:17,600 --> 01:05:20,800
What is the cutoff with alumni
pass players?
1034
01:05:21,600 --> 01:05:23,800
What does that look like?
They need to determine where
1035
01:05:23,800 --> 01:05:25,900
that line is.
Like, where is the wall?
1036
01:05:25,900 --> 01:05:29,600
Because there's a wall, but
where is it big wall?
1037
01:05:30,000 --> 01:05:36,700
And it needs to be pushed back.
Along a long ways bad.
1038
01:05:36,800 --> 01:05:40,400
Yes, kids can't go to scrimmages
us as fans.
1039
01:05:40,400 --> 01:05:44,600
Can't go to scrimmages.
I mean, it was a miracle.
1040
01:05:44,600 --> 01:05:48,100
When you saw Andy bitter and the
writer say we got to go into 15
1041
01:05:48,100 --> 01:05:53,900
periods of practice.
And it's just kind of like there
1042
01:05:53,900 --> 01:05:55,700
shouldn't be.
How was that?
1043
01:05:55,700 --> 01:06:01,500
At least not once a month?
If not, once a week, number one,
1044
01:06:01,700 --> 01:06:04,600
he are pushing that wall.
Yes.
1045
01:06:05,100 --> 01:06:08,400
Okay.
What's the second second is, you
1046
01:06:08,400 --> 01:06:15,800
need to rebuild the relationship
between the press and the the
1047
01:06:15,800 --> 01:06:19,500
admin and the coaches.
And that's going to come down to
1048
01:06:19,500 --> 01:06:23,400
being prepared.
Were interviews being prepared
1049
01:06:23,400 --> 01:06:26,500
for press conferences, being
prepared for things that are
1050
01:06:26,500 --> 01:06:29,600
completely uncomfortable.
And so that's going to come down
1051
01:06:29,600 --> 01:06:34,800
to practice, that's classic.
PR having like literally me Amir
1052
01:06:34,800 --> 01:06:38,900
someone in the back of the room
shouting out, the one question,
1053
01:06:38,900 --> 01:06:43,700
they hope no one asked because
you'd rather me ask it or the pr
1054
01:06:43,700 --> 01:06:48,700
person ask it, then someone who
works for the Roanoke Times or
1055
01:06:48,700 --> 01:06:51,700
someone else and then you want
End up yelling them out of the
1056
01:06:51,700 --> 01:06:55,200
room because you need that
person on your side.
1057
01:06:55,200 --> 01:06:57,600
You need that person to want you
to be successful because they're
1058
01:06:57,600 --> 01:06:59,900
going to be paid to cover you
whether you win or lose the
1059
01:06:59,908 --> 01:07:01,300
game.
Yep.
1060
01:07:01,700 --> 01:07:05,100
You want them hope you win.
Kind of like when Mike Barber
1061
01:07:05,100 --> 01:07:07,800
ask for went after the pit game.
Hey, have you thought about
1062
01:07:09,200 --> 01:07:13,100
taking over play calling?
And he answered that's ludicrous
1063
01:07:13,100 --> 01:07:15,800
crap.
And every single one of those
1064
01:07:15,800 --> 01:07:18,700
fan said, bullshit, it's not a
ludicrous.
1065
01:07:18,700 --> 01:07:22,500
The crap answer.
To this question, sir, the best
1066
01:07:22,500 --> 01:07:25,000
of the best.
We looked all seasons went was
1067
01:07:25,000 --> 01:07:27,300
the first game when he calls the
plays.
1068
01:07:34,600 --> 01:07:40,200
We have argued that, I think a
lot of people were thinking that
1069
01:07:40,200 --> 01:07:44,200
question, and I mean I've I'm
probably less critical of the
1070
01:07:44,200 --> 01:07:46,300
offense as a whole than most
fans.
1071
01:07:46,300 --> 01:07:52,900
But I I really get on corn with
Situational play calling and how
1072
01:07:52,900 --> 01:07:56,800
slow he is to adapt when what he
does is not working.
1073
01:07:57,400 --> 01:08:01,700
And that's a lie, that is a
reasonable assessment, and when
1074
01:08:01,700 --> 01:08:05,000
they should have been able to
address that question, better
1075
01:08:05,000 --> 01:08:07,400
than he did in just shutting it
down and moving on.
1076
01:08:08,800 --> 01:08:12,200
I think also, I think that
question should have been
1077
01:08:12,200 --> 01:08:14,000
answered.
I found it was very valid
1078
01:08:14,000 --> 01:08:17,700
because I agreed with that.
I think the other thing is there
1079
01:08:17,700 --> 01:08:21,700
needs to be better communication
about why certain decisions are
1080
01:08:21,700 --> 01:08:23,600
being made.
Especially when they occur
1081
01:08:23,600 --> 01:08:25,200
multiple times.
Yep.
1082
01:08:25,600 --> 01:08:29,500
We lost a lot of quality talent
and not to the draft and it was
1083
01:08:29,500 --> 01:08:38,500
because we're under utilized and
I I feel bad for all of our
1084
01:08:38,500 --> 01:08:43,600
quarterbacks because we have
some really talented young men,
1085
01:08:44,300 --> 01:08:47,500
and I feel like none of them got
to properly show off.
1086
01:08:48,600 --> 01:08:52,500
And if one of them had been my
son, I wouldn't have had him
1087
01:08:52,500 --> 01:08:56,700
stay, I would have had to leave
for a better opportunity to
1088
01:08:58,100 --> 01:09:02,100
yeah, because the ones that got
an opportunity, I think we're
1089
01:09:02,100 --> 01:09:05,600
utilized poorly relative to
their skill set.
1090
01:09:05,600 --> 01:09:08,800
And then there were others that
did not get the opportunity to
1091
01:09:08,800 --> 01:09:11,399
really put their talents on
display.
1092
01:09:12,200 --> 01:09:15,800
I feel like especially towards
the end of the year we were
1093
01:09:15,800 --> 01:09:20,500
using hand and hooker like
Battering ram and not like a
1094
01:09:20,500 --> 01:09:23,899
quarterback.
I feel so bad for how he was
1095
01:09:23,899 --> 01:09:25,899
treated and how the whole season
went for him.
1096
01:09:25,899 --> 01:09:29,500
He deserves so much better.
Yep, I think it also.
1097
01:09:29,500 --> 01:09:34,200
I think the lack of PR training
also impacted how press
1098
01:09:34,200 --> 01:09:38,300
conferences were handled.
Could because they they were
1099
01:09:38,300 --> 01:09:41,300
prepared for the worst and the
fact that they knew they lost a
1100
01:09:41,308 --> 01:09:42,899
game.
So they knew like something bad
1101
01:09:42,899 --> 01:09:45,000
was happening but not prepared
in the fact that they were ready
1102
01:09:45,000 --> 01:09:47,600
to speak.
And so because of that, what you
1103
01:09:47,600 --> 01:09:51,100
have is is the continued
excuses.
1104
01:09:52,000 --> 01:09:57,400
Like I what I loved about being
more and what I love about good
1105
01:09:57,400 --> 01:10:02,400
leaders in general is that when
it's a loss they take it on
1106
01:10:02,400 --> 01:10:06,200
themselves and when it's a when
it was all the players they had
1107
01:10:06,200 --> 01:10:09,500
no part in the wind they had
everything to do in the lost and
1108
01:10:09,500 --> 01:10:11,700
that is the opposite of what
we've been seeing.
1109
01:10:12,000 --> 01:10:13,200
Yeah.
Yep.
1110
01:10:13,600 --> 01:10:16,800
And in fact, even from the
administration it wasn't the
1111
01:10:16,800 --> 01:10:18,100
coaches and it wasn't the
players.
1112
01:10:18,300 --> 01:10:20,800
It wasn't the losing season, it
was the fans fault.
1113
01:10:20,800 --> 01:10:24,200
Like somehow, like I personally
would have liked destroyed our
1114
01:10:24,200 --> 01:10:30,800
do see myself like like the
fans, I'll freely go up and put
1115
01:10:30,800 --> 01:10:32,600
me at like, take me off the
bench for that game.
1116
01:10:32,600 --> 01:10:39,200
I'll run straight for that man.
Yep, it's the defensiveness and
1117
01:10:39,200 --> 01:10:41,800
the lack of accountability is
problematic.
1118
01:10:42,300 --> 01:10:47,800
I'm a firm believer that the
best leaders They take the
1119
01:10:47,800 --> 01:10:51,300
responsibility when things go
bad, and when things, when they
1120
01:10:51,300 --> 01:10:54,500
are the first to share the glory
and that Beamer did that really
1121
01:10:54,500 --> 01:10:58,200
well, he even did that with
other teams whenever they lose.
1122
01:10:58,200 --> 01:11:01,000
He was always so gracious about
the other team and talked about
1123
01:11:01,000 --> 01:11:03,700
how they were well prepared.
And, and so, I think a lot of
1124
01:11:03,700 --> 01:11:08,600
that comes down to the just
needing needing training and
1125
01:11:08,600 --> 01:11:11,500
needing someone to explain what.
It's got to be like that press
1126
01:11:11,500 --> 01:11:15,500
conference, because the power 5
stress is only going to.
1127
01:11:15,700 --> 01:11:20,000
It's only going to keep Coming
and the thing that bothers me
1128
01:11:20,000 --> 01:11:22,700
too, and I've seen fans say
this.
1129
01:11:22,700 --> 01:11:25,800
And I've also seen the
administration say this and
1130
01:11:25,800 --> 01:11:30,100
other people, but you can't use
covid as an excuse because
1131
01:11:30,100 --> 01:11:34,500
covid-19 a Blacksburg problem.
It was a local problem.
1132
01:11:34,500 --> 01:11:37,600
We're not the only people who
have that issue.
1133
01:11:37,600 --> 01:11:40,900
We also weren't the ones who had
it, the worst and the game that
1134
01:11:40,900 --> 01:11:43,700
we perform the best was the one.
We were losing the most guys.
1135
01:11:44,100 --> 01:11:47,600
So that's not it.
Like, you have to Lying to me,
1136
01:11:47,700 --> 01:11:50,000
why?
The first came out, we had the
1137
01:11:50,000 --> 01:11:53,900
most players gone.
We had the most coaches gone and
1138
01:11:53,900 --> 01:11:58,400
we perform, like we wrecked that
game, it was glorious.
1139
01:11:58,700 --> 01:12:04,500
So the excuses of covet is not
going to work because the entire
1140
01:12:04,500 --> 01:12:10,200
world dealt with that, the
entire like the NCAA turned its
1141
01:12:10,200 --> 01:12:14,500
back on all the teams.
Not just Virginia Tech, like the
1142
01:12:14,500 --> 01:12:16,500
ACC had to figure out its own
thing every day.
1143
01:12:16,600 --> 01:12:18,000
Vision had to figure out its own
thing.
1144
01:12:18,000 --> 01:12:20,000
Everyone had to figure out what
was happening.
1145
01:12:20,300 --> 01:12:22,600
Every school had to figure out
what they were going to do and
1146
01:12:22,600 --> 01:12:25,400
what not?
They weren't going to do and so,
1147
01:12:26,200 --> 01:12:30,000
yes, changes.
Yes, it was a massive challenge
1148
01:12:30,600 --> 01:12:36,000
but it's what everybody's
challenge is challenge.
1149
01:12:36,000 --> 01:12:39,800
So, that's not it.
Like, you have to accept that
1150
01:12:39,800 --> 01:12:42,800
like something bad happened to
all of us and some teams adapted
1151
01:12:42,800 --> 01:12:47,200
better coming later this summer
will be Brian and Tina's.
1152
01:12:47,200 --> 01:12:49,600
NCAA bash session.
I'm sure y'all.
1153
01:12:50,800 --> 01:12:52,900
Yeah, you're for it.
Oh my gosh.
1154
01:12:52,900 --> 01:12:54,600
I'm so here for.
Oh gosh.
1155
01:12:55,800 --> 01:12:58,700
Is there a worst governing body
in the world?
1156
01:12:58,700 --> 01:13:02,800
Maybe it's flavie FIFA, maybe
FIFA.
1157
01:13:02,900 --> 01:13:16,000
Yeah, people didn't even see
double life to bring you back in
1158
01:13:16,000 --> 01:13:28,200
somewhere.
And it's going to help you need
1159
01:13:28,400 --> 01:13:31,300
to.
Just got to make it fun again.
1160
01:13:32,300 --> 01:13:36,800
These are make it fun again you
just got to make it feel the
1161
01:13:36,800 --> 01:13:41,300
beauty of Virginia Tech is that
it's big while filling small.
1162
01:13:41,700 --> 01:13:43,600
It is.
It's huge while filling
1163
01:13:43,600 --> 01:13:47,700
intimate.
Your I am a Infj by Nature.
1164
01:13:47,700 --> 01:13:51,600
So I'm introverted can't
probably tell but I'm
1165
01:13:51,600 --> 01:13:54,600
introverted, but I died because
of that, I don't like crowded
1166
01:13:54,600 --> 01:13:57,300
areas.
Like I'm not a crowd person
1167
01:13:58,300 --> 01:14:05,400
except for two things or three
things Lane stadium in bounds
1168
01:14:05,400 --> 01:14:11,300
the conference.
And Foo Fighter concerts because
1169
01:14:12,900 --> 01:14:17,600
you go in there.
And it's electric and you're
1170
01:14:17,600 --> 01:14:24,400
surrounded by tens of thousands
of friends, you're not strangers
1171
01:14:24,400 --> 01:14:26,500
and Hokie Nation.
You can be on the other side of
1172
01:14:26,500 --> 01:14:28,300
the world and if you see if
you're in the airport and you
1173
01:14:28,308 --> 01:14:31,100
see someone else wearing a
hokie, I hope you anything.
1174
01:14:32,100 --> 01:14:37,900
You don't just walk past, we are
all a part of this family, this
1175
01:14:37,900 --> 01:14:41,100
community.
It's a core part of what we are.
1176
01:14:41,100 --> 01:14:44,000
It's it makes or breaks our
weekend.
1177
01:14:44,700 --> 01:14:50,600
It dictates when we have our
weddings, it like, it's so
1178
01:14:50,600 --> 01:14:59,500
Central to our lives. and so all
of this, with the losses and the
1179
01:14:59,500 --> 01:15:06,500
stress, And the rumors and the
worries and that the fear of
1180
01:15:06,500 --> 01:15:10,600
instability and not knowing,
what's going to happen next,
1181
01:15:11,400 --> 01:15:13,600
it's drained.
A lot of fans.
1182
01:15:14,800 --> 01:15:20,100
And all of us the lovers in the
haters, we just want to have fun
1183
01:15:20,100 --> 01:15:24,200
again, we just want to, we just
want to sit and Lane and lose
1184
01:15:24,200 --> 01:15:27,200
our voice screaming.
We just want to dance to the
1185
01:15:27,200 --> 01:15:29,100
Hokey.
Pokey also bring that back.
1186
01:15:29,600 --> 01:15:35,100
We we we want to sing.
We want to yell stick it in
1187
01:15:35,100 --> 01:15:39,600
really loud.
We bring that back back.
1188
01:15:40,200 --> 01:15:47,800
We that's the thing is, there's
There's all this, like I made a
1189
01:15:47,808 --> 01:15:50,400
comment to my husband a couple
years ago.
1190
01:15:50,400 --> 01:15:52,800
It was like after one of those
games was like, clearly spent
1191
01:15:52,800 --> 01:15:55,500
like the annual budget on
fireworks in one night.
1192
01:15:56,600 --> 01:15:58,600
And all I could think was
there's so many things I'd
1193
01:15:58,600 --> 01:16:01,800
rather do with that money.
There's so many other things
1194
01:16:02,100 --> 01:16:04,000
because that's not what makes it
special.
1195
01:16:04,200 --> 01:16:06,200
It's what makes a picture of
look good.
1196
01:16:07,500 --> 01:16:12,900
It's great for an overhead shot
but it's not, that's not the
1197
01:16:12,900 --> 01:16:16,700
people.
And so, the way to make it fun
1198
01:16:16,700 --> 01:16:20,700
again, is to make it about the
people in the community and
1199
01:16:20,700 --> 01:16:23,900
that's the coaches and that's
the fans and that's the players
1200
01:16:24,400 --> 01:16:30,000
and that's everyone who gets to
be inside Lane and so, When the
1201
01:16:30,000 --> 01:16:34,700
world opens up and we're able to
go to Lane again. it's going to
1202
01:16:34,700 --> 01:16:39,900
feel like a spiritual experience
for some of us and it should It
1203
01:16:39,900 --> 01:16:42,700
should feel like your heart is
right where it's supposed to be
1204
01:16:42,700 --> 01:16:48,700
back again.
There's there's such, there's so
1205
01:16:48,700 --> 01:16:52,800
many people who don't who don't
like football, who don't get
1206
01:16:52,800 --> 01:16:55,900
college football, who don't
understand how painful it was
1207
01:16:55,900 --> 01:16:59,400
this past year that you don't
get to do that.
1208
01:16:59,800 --> 01:17:02,100
Yeah.
And just watching it on TV isn't
1209
01:17:02,100 --> 01:17:05,600
the same.
And it's because you lose that
1210
01:17:05,600 --> 01:17:10,800
human connection, you lose those
rituals you're not in the thick
1211
01:17:10,800 --> 01:17:15,700
of it, you're not actually
they're experiencing it and so I
1212
01:17:15,700 --> 01:17:20,600
hope that they find
Opportunities to to really make
1213
01:17:20,600 --> 01:17:22,400
it fun again.
What I would also love for them
1214
01:17:22,400 --> 01:17:24,400
to do, I don't know if they can
do this.
1215
01:17:24,900 --> 01:17:27,900
There's a lot of players that we
didn't get to see who are not
1216
01:17:27,900 --> 01:17:29,500
going to be at Lane Stadium
again.
1217
01:17:30,300 --> 01:17:33,400
Please do a donation event where
we could like wash them play a
1218
01:17:33,400 --> 01:17:36,100
scrimmage before they leave and
play in the NFL.
1219
01:17:37,500 --> 01:17:41,400
Like, give us a taste of what we
got, but we missed like a tiny
1220
01:17:41,900 --> 01:17:43,800
pay is like forces to pay for
it.
1221
01:17:43,800 --> 01:17:47,100
I don't care.
It's like, that's what those
1222
01:17:47,100 --> 01:17:48,900
spend money on.
Yeah.
1223
01:17:49,200 --> 01:17:52,100
I mean, we missed out on seeing
probably one of the better
1224
01:17:52,100 --> 01:17:56,200
athletes has ever been in.
Virginia Tech play in 2020.
1225
01:17:56,900 --> 01:18:02,800
Yeah, find an opportunity, do if
you can, I don't know if you can
1226
01:18:02,800 --> 01:18:05,600
because there's I'm sure there's
regulations within siebel life
1227
01:18:05,600 --> 01:18:09,200
but if There aren't if there,
there's a way to bring those
1228
01:18:09,200 --> 01:18:13,700
players back and just think it
would be amazing to be able to
1229
01:18:13,700 --> 01:18:17,300
watch, like a like a small
scrimmage, and be able to like,
1230
01:18:17,400 --> 01:18:18,500
tell them how much they mean to
us.
1231
01:18:18,500 --> 01:18:23,900
Nothing to as they complain.
A lot about how recruits look at
1232
01:18:23,900 --> 01:18:26,400
Angry Twitter and don't want to
go to Virginia Tech because the
1233
01:18:26,400 --> 01:18:30,000
fans are so hateful.
But they forget the narrative
1234
01:18:30,000 --> 01:18:32,400
that most hockey fans would drop
whatever they were doing to help
1235
01:18:32,400 --> 01:18:36,600
the player.
If they needed anything, even
1236
01:18:36,600 --> 01:18:40,400
after they're gone.
Even after they've even after
1237
01:18:40,400 --> 01:18:44,200
they've, they've graduated, or
they see even after they've
1238
01:18:44,200 --> 01:18:47,400
transferred to other teams.
I wish you nothing.
1239
01:18:47,400 --> 01:18:50,500
But the best are always a hokey.
That's the thing is, there's
1240
01:18:50,800 --> 01:18:54,100
there's so much good will and we
love these players and we want
1241
01:18:54,100 --> 01:18:56,300
them to be happy and we want
them to be successful.
1242
01:18:56,300 --> 01:18:59,600
I mean I will literally only
have five Jersey, because tie
1243
01:18:59,600 --> 01:19:02,900
rod is my man and I've never
wanted to hurt a doctor more in
1244
01:19:02,900 --> 01:19:07,300
my life than when he's all, man.
I was about to like, like I just
1245
01:19:07,300 --> 01:19:09,500
need bail money.
Don't ask Why I just need bail.
1246
01:19:09,500 --> 01:19:13,700
Money Tyrod is the most unlucky
person when he gets a starting
1247
01:19:13,700 --> 01:19:15,400
job.
Like, it seems, like every time
1248
01:19:15,400 --> 01:19:18,200
he gets the starting job,
something bad happens to
1249
01:19:18,200 --> 01:19:22,600
intervene in his ability to just
do his thing.
1250
01:19:23,100 --> 01:19:26,200
Circle around tie rod with like,
to light candles and be like, we
1251
01:19:26,200 --> 01:19:29,300
just need all the Good Vibes for
you but that's the thing like we
1252
01:19:29,300 --> 01:19:33,700
all have her favorite player.
Yeah everything we all have a
1253
01:19:33,700 --> 01:19:35,500
favorite player.
We all have our favorite play.
1254
01:19:35,700 --> 01:19:37,600
We're all going to talk about
Danny call until the day or
1255
01:19:37,600 --> 01:19:38,800
until the day we die.
Die.
1256
01:19:38,800 --> 01:19:47,900
Like we're all like we want 11
and 2 and 1 the Sugar Bowl but
1257
01:19:47,900 --> 01:19:52,200
you know I'm saying the like we
it's so core and emotionally
1258
01:19:52,200 --> 01:19:57,200
Tethered to us.
And so, I hope that we can
1259
01:19:59,000 --> 01:20:01,700
there's just I just think of so
many opportunities.
1260
01:20:02,200 --> 01:20:05,500
Yeah, I just I just think if so
many opportunities like I would
1261
01:20:05,500 --> 01:20:10,500
love to love to go to Lane love
to have tailgates love to have
1262
01:20:10,500 --> 01:20:15,400
like that's a thing to like next
time, there's like a drive or
1263
01:20:16,300 --> 01:20:22,200
dry for money for the campus or
even, just even just for the
1264
01:20:22,200 --> 01:20:25,000
football program or athletics
department in general, Do a
1265
01:20:25,000 --> 01:20:27,900
tailgate and the tailgate you
choose.
1266
01:20:27,900 --> 01:20:30,400
You pay a ticket for that, and
that's the tailgate you go to.
1267
01:20:30,400 --> 01:20:32,200
So if you want to support the
basketball team like, you know,
1268
01:20:32,200 --> 01:20:34,900
the basketball tailgate, and
then like, that's all the
1269
01:20:34,900 --> 01:20:36,500
basketball fans, get to go
there.
1270
01:20:36,500 --> 01:20:38,400
And that's the you get to meet
new people.
1271
01:20:38,900 --> 01:20:42,100
You get to hang out, or you want
to support the softball team.
1272
01:20:42,100 --> 01:20:44,200
Okay, cool.
That will have its own area for
1273
01:20:44,200 --> 01:20:46,300
a tailgate, that way you get to
do some of it.
1274
01:20:46,300 --> 01:20:49,200
You get to embrace some of the
rituals that we already have
1275
01:20:49,600 --> 01:20:51,500
that you get to use them in a
new way.
1276
01:20:51,800 --> 01:20:55,900
The thing is that the way The
way that.
1277
01:20:57,300 --> 01:21:00,300
The communication, a lot of the
communication we had last year
1278
01:21:00,300 --> 01:21:02,100
was asking for money and nothing
else.
1279
01:21:03,100 --> 01:21:07,100
Yeah, yeah.
I've always said Christina and
1280
01:21:07,200 --> 01:21:09,300
run can confirm.
They always talk about well, the
1281
01:21:09,300 --> 01:21:14,300
former players and all this the
Hokie Village is this huge you
1282
01:21:14,308 --> 01:21:17,300
know, piece of real estate,
right next to the stadium.
1283
01:21:18,300 --> 01:21:20,600
Why can't you say?
Hey, former players.
1284
01:21:20,600 --> 01:21:23,900
We can't guarantee you tickets
every game, that's, you know,
1285
01:21:24,800 --> 01:21:28,500
but come every week we're going
to make this special part of
1286
01:21:28,500 --> 01:21:32,200
hokey Village.
Just for you Lounge, also going
1287
01:21:32,200 --> 01:21:35,900
to do Do is any fan that wants
to pay a hundred dollars?
1288
01:21:37,400 --> 01:21:40,300
It'll go to the Hokie club and
they can come mingle with you.
1289
01:21:40,700 --> 01:21:43,500
Do you know how much money they
would raise?
1290
01:22:08,100 --> 01:22:10,900
Thanks.
But let me ask this Christina
1291
01:22:10,900 --> 01:22:14,600
and kind of, let's let's start
closing it out here, because I
1292
01:22:14,600 --> 01:22:18,100
feel like, what if we were with
the white, we probably could
1293
01:22:18,100 --> 01:22:21,500
talk another hour with you and
if the baby wakes up, I'm dead.
1294
01:22:21,500 --> 01:22:29,900
So let me ask this winning.
How does that impact, this
1295
01:22:29,900 --> 01:22:31,900
perception of how we're looking
at marketing?
1296
01:22:32,200 --> 01:22:34,300
You know, we've broke down a lot
of went through a lot of the
1297
01:22:34,300 --> 01:22:37,200
shortcomings where we're
screwing up, but right now, Now
1298
01:22:37,200 --> 01:22:42,100
this team that is currently
going through Spring ball Brian
1299
01:22:42,100 --> 01:22:46,400
put here tonight on wins let's
say they won 11 games this year.
1300
01:22:48,900 --> 01:22:54,800
Does that sort of cover-up the
the short I mean 100%?
1301
01:22:55,000 --> 01:22:58,100
Yeah it's a honeymoon period.
When you're in the honeymoon,
1302
01:22:58,100 --> 01:22:59,300
period.
Was someone think of it like a
1303
01:22:59,308 --> 01:23:00,500
relationship.
When you're in the honeymoon
1304
01:23:00,500 --> 01:23:03,200
period you see some of the other
things but you're just so like
1305
01:23:03,200 --> 01:23:08,100
in love and it's like, oh, it's
just that wonderful when you are
1306
01:23:08,100 --> 01:23:12,600
mad at somebody, you you get
hyper focused on everything
1307
01:23:12,600 --> 01:23:14,100
else.
You don't like about them.
1308
01:23:14,100 --> 01:23:18,200
All the flaws are like more
obvious than they ever were.
1309
01:23:18,400 --> 01:23:23,400
For so if they win, you forget
all of this, you ride the High.
1310
01:23:24,300 --> 01:23:29,100
What what?
PR well press the flaws become
1311
01:23:29,100 --> 01:23:31,300
features when you're winning ten
and eleven.
1312
01:23:31,300 --> 01:23:34,400
Yeah, the flaws.
The flaws are injured like oh
1313
01:23:34,400 --> 01:23:42,600
he's eccentric like like went a
is unbeatable and he cusses out
1314
01:23:42,600 --> 01:23:47,000
the prasiolite.
That's hilarious - he's sticking
1315
01:23:47,000 --> 01:23:48,600
it to those feet and knees.
Guys,
1316
01:24:04,900 --> 01:24:06,900
like the biggest the biggest way
to undo it.
1317
01:24:07,700 --> 01:24:11,300
Short-term you gotta win the
game, long-term, you got to fix
1318
01:24:11,300 --> 01:24:13,500
those other issues, but yeah,
it's like a honeymoon period.
1319
01:24:13,600 --> 01:24:18,200
If you win the game, you forget.
Well also the naysayers.
1320
01:24:18,400 --> 01:24:20,600
Like well, hey, he went, he was
terrible.
1321
01:24:20,600 --> 01:24:23,400
The last two seasons everybody's
going to basically give them the
1322
01:24:23,400 --> 01:24:27,500
finger and be like go elsewhere.
We just want 11 game we want any
1323
01:24:28,500 --> 01:24:33,000
you beat Notre Dame we don't.
I do have to say though I wish
1324
01:24:33,000 --> 01:24:37,500
there wasn't so much inviting.
I find that I find that hokey
1325
01:24:37,500 --> 01:24:40,800
Twitter fights amongst itself
more than it fights against the
1326
01:24:40,800 --> 01:24:45,200
teeth like against those.
And as someone who didn't go to
1327
01:24:45,200 --> 01:24:49,900
Tech and also has negative
things, Has to say there's
1328
01:24:49,900 --> 01:24:53,900
definitely been times when my
fan hood has been questioned and
1329
01:24:53,900 --> 01:24:59,400
like I'm not a real and that's
and my thing too is that I find
1330
01:24:59,400 --> 01:25:03,200
that that's that's been really
polarizing because that I find
1331
01:25:03,200 --> 01:25:06,400
that that doesn't just hurt the
team but that hurts people who
1332
01:25:06,400 --> 01:25:10,300
are potential fans.
Because there's always that
1333
01:25:10,300 --> 01:25:13,000
barrier of Entry of like, what
actually does it take to be a
1334
01:25:13,008 --> 01:25:15,100
hockey fan?
Doesn't mean that you go to Lane
1335
01:25:15,100 --> 01:25:16,600
doesn't mean that you went to
Virginia Tech.
1336
01:25:16,600 --> 01:25:18,200
Is it mean that you've been a
season ticket holder?
1337
01:25:18,400 --> 01:25:20,900
Forever.
Does it mean that does it mean
1338
01:25:20,900 --> 01:25:25,700
that you know like Europe
Metallica fan like what what is
1339
01:25:25,700 --> 01:25:31,700
the true definition?
And so to fill that Stadium you
1340
01:25:31,700 --> 01:25:36,400
need more than just grads and
you need more than us Metallica
1341
01:25:36,400 --> 01:25:38,800
fans and you need more than just
being ticket holders.
1342
01:25:38,800 --> 01:25:44,100
Like, everyone's money is green.
If the, when they went to school
1343
01:25:44,100 --> 01:25:47,100
or, no matter, no matter how
little or how much they give.
1344
01:25:47,100 --> 01:25:52,400
So I think I think my big thing
is, I wish that there was I wish
1345
01:25:52,400 --> 01:25:55,900
that all hockey fans would
remember that our North Star is
1346
01:25:55,900 --> 01:25:59,600
the program and that we want it
to be successful and that we're
1347
01:25:59,600 --> 01:26:03,400
going to disagree on things and
some of us are going to protect
1348
01:26:03,400 --> 01:26:06,300
some coaches.
Look like every fiber of our
1349
01:26:06,300 --> 01:26:09,200
being and the others would leave
him off the bus in Florida
1350
01:26:09,200 --> 01:26:13,200
somewhere, but we need to
remember what our North Star is
1351
01:26:13,200 --> 01:26:19,400
and not question, someone's fan
Hood because We differ from them
1352
01:26:19,400 --> 01:26:23,300
and we disagree.
So let's gatekeeping unless fan,
1353
01:26:23,300 --> 01:26:28,400
carding, just over the little
things and focus on what's best
1354
01:26:28,400 --> 01:26:30,700
for the program.
What we love about the program,
1355
01:26:30,700 --> 01:26:33,300
how can we make this program,
more fun and better?
1356
01:26:33,800 --> 01:26:36,900
Yeah, well, do you hate Justin
Fuente or not?
1357
01:26:36,900 --> 01:26:42,400
It is better for this program to
win and he Remain the coach then
1358
01:26:42,400 --> 01:26:45,200
us be in the dumpster and he get
fired because that's a lot of
1359
01:26:45,200 --> 01:26:46,500
digging out.
You happy?
1360
01:26:47,300 --> 01:26:49,800
Yes.
I'm just going to say people are
1361
01:26:49,800 --> 01:26:54,400
watching so if we We, if we do,
if he does, listen, there's
1362
01:26:54,400 --> 01:26:56,700
another Bad season and he's let
go.
1363
01:26:57,400 --> 01:27:01,100
Hey, there's a lot of people
watching that M of how much the
1364
01:27:01,100 --> 01:27:04,000
BIOS going to be.
And so there's going to be
1365
01:27:04,000 --> 01:27:05,800
conversations about money, but
there's also going to be
1366
01:27:05,800 --> 01:27:10,300
conversations about how, how
long are you willing to be given
1367
01:27:10,300 --> 01:27:12,700
a chance in order to be
successful?
1368
01:27:13,200 --> 01:27:16,500
So you need to, you need to
weigh all the odds, and I'm not
1369
01:27:16,500 --> 01:27:18,500
saying you should be fired.
I'm not saying you should stay,
1370
01:27:19,100 --> 01:27:20,800
there's definitely pros and cons
of each.
1371
01:27:21,000 --> 01:27:26,700
Each but I think that, I hope
that the administration knows
1372
01:27:26,700 --> 01:27:29,500
that we're all coming from a
place of love for this program
1373
01:27:29,500 --> 01:27:35,900
and that this program means so
much to us that even in our
1374
01:27:35,900 --> 01:27:41,900
deepest criticism, we just want
it to be successful. 100%
1375
01:27:41,900 --> 01:27:44,700
Christina.
We really appreciate you joining
1376
01:27:44,700 --> 01:27:46,300
us tonight.
Here at the boundary Corner
1377
01:27:46,300 --> 01:27:49,900
podcast and it's going to wrap
up this episode.
1378
01:27:50,300 --> 01:27:52,900
My name is Curtis Wilson.
I'm Brian Sigler.
1379
01:27:53,600 --> 01:27:56,700
Follow us on Twitter, Facebook,
subscribe to the podcast on your
1380
01:27:56,700 --> 01:27:59,700
favorite Source, including
Spotify, Amazon, and apple
1381
01:27:59,700 --> 01:28:02,200
podcast do visit our Twitter
page.
1382
01:28:02,200 --> 01:28:05,100
We do have a website now, where
you will be able to check this
1383
01:28:05,100 --> 01:28:09,200
wonderful interview with
Christina out, as always, we let
1384
01:28:09,200 --> 01:28:11,100
our buddy.
He's Jason long place, in play
1385
01:28:11,100 --> 01:28:14,200
us out, catch him on Spotify,
and apple music.
1386
01:28:14,200 --> 01:28:17,400
He is in the Roanoke area and
hopefully, as things open up, if
1387
01:28:17,400 --> 01:28:20,600
he plays will, let you guys know
where he is, we thank you for
1388
01:28:20,600 --> 01:28:23,800
listening.
And as always, Christina join
1389
01:28:23,800 --> 01:28:25,000
with us.
Let's go.
1390
01:28:25,700 --> 01:28:27,100
Okay.
00:00:45,000 --> 00:00:48,600
Welcome back to the boundary
Corner podcast.
2
00:00:49,700 --> 00:00:52,100
Been a while guys.
I'm Curtis Wilson.
3
00:00:52,700 --> 00:00:56,500
I'm Brian Sigler.
How you doing everybody buddy.
4
00:00:56,500 --> 00:00:59,200
It's been a little over a month
since we last talked.
5
00:00:59,200 --> 00:01:02,700
A lots been going on in both our
lives but tonight folks were
6
00:01:02,700 --> 00:01:06,100
bringing you a very special
interview with Christina
7
00:01:06,100 --> 00:01:08,700
Garnett, Christina.
Welcome to the boundary Corner
8
00:01:08,700 --> 00:01:10,900
podcast.
Thanks for having me.
9
00:01:10,900 --> 00:01:14,300
I'm excited to be here.
And we're very excited to have
10
00:01:14,300 --> 00:01:16,900
you all for those on hooky
Twitter.
11
00:01:16,900 --> 00:01:21,200
If you don't already follow
Christina, you need to go ahead.
12
00:01:21,600 --> 00:01:25,400
And as soon as you start
listening to this episode that
13
00:01:25,400 --> 00:01:29,400
Christina G following Twitter, a
lot of marketing, insights lot
14
00:01:29,400 --> 00:01:30,900
of good takes about Hokies
morphine.
15
00:01:30,900 --> 00:01:33,200
And that what we're going to
talk about a lot here tonight,
16
00:01:33,400 --> 00:01:36,900
but before we get in deep to it,
Christina give us a little
17
00:01:36,900 --> 00:01:39,800
background about yourself.
How you got into marketing?
18
00:01:39,800 --> 00:01:42,200
And then how you kind of became
a hockey fan.
19
00:01:42,300 --> 00:01:46,600
An absolutely.
So I was an English major in
20
00:01:46,600 --> 00:01:50,900
college went to Davidson College
in North Carolina, was actually
21
00:01:50,900 --> 00:01:53,100
hired as a math teacher right
out.
22
00:01:53,400 --> 00:01:56,400
Taught math provides years.
During that time period, I met
23
00:01:56,400 --> 00:02:00,600
my husband and he is responsible
for me.
24
00:02:00,600 --> 00:02:02,200
Being a marketer and a hokie
fan.
25
00:02:02,200 --> 00:02:03,400
I have to give him all the
credit.
26
00:02:03,400 --> 00:02:07,700
He's the he's the MVP about two
weeks ago stating he said that I
27
00:02:07,708 --> 00:02:10,699
should go into marketing because
I would fix advertising
28
00:02:11,000 --> 00:02:14,500
advertisements and I Fix just
literally anything ice of all.
29
00:02:15,000 --> 00:02:18,600
What the what the font choice
that should be coloring?
30
00:02:18,600 --> 00:02:21,600
Copy all of it.
I would just naturally fix it.
31
00:02:21,600 --> 00:02:26,000
So moved to Virginia.
So that my in-laws would be able
32
00:02:26,000 --> 00:02:30,200
to be closer to their
grandchildren and tried to
33
00:02:30,200 --> 00:02:32,700
figure out if I wanted to go
back into teaching, or going to
34
00:02:32,700 --> 00:02:37,100
do something else and was pulled
into marketing found, HubSpot
35
00:02:37,100 --> 00:02:41,400
Academy and sort of reading and
taking every class reading every
36
00:02:41,400 --> 00:02:43,600
blog reading.
We booked everything, I get my
37
00:02:43,600 --> 00:02:47,700
hands on.
And now, I'm now I'm in
38
00:02:47,700 --> 00:02:50,600
marketing, digital marketing
strategy, advocacy community
39
00:02:50,600 --> 00:02:53,100
building now.
So it all it all.
40
00:02:53,100 --> 00:02:56,600
I blame it all on the hubs that
in the hubs.
41
00:02:56,600 --> 00:02:59,900
And so, your is your husband
Virginia Tech, Alum, or just a
42
00:02:59,900 --> 00:03:01,600
Virginia Tech fan, like, me and
Brian.
43
00:03:02,500 --> 00:03:06,100
Virginia Tech fan, his brother
went to Virginia Tech his two.
44
00:03:06,100 --> 00:03:09,300
Closest friends went to Virginia
Tech his dad's been season
45
00:03:09,300 --> 00:03:13,900
ticket holders.
I want to say 30 years, Oh, it's
46
00:03:13,900 --> 00:03:18,300
he's pretty Vic.
They tell stories about.
47
00:03:18,600 --> 00:03:22,000
I've heard a lot of really cool
stories from the past, so
48
00:03:22,000 --> 00:03:28,600
Virginia Tech football, and but
he went to, he went to VCU, he
49
00:03:28,600 --> 00:03:31,500
went to, he went to art school
at VCU and then went to Syracuse
50
00:03:31,500 --> 00:03:35,100
for his master's.
Very nice where I actually work
51
00:03:35,100 --> 00:03:38,800
at VCU.
So, I'm taking master classes
52
00:03:38,800 --> 00:03:39,400
and stuff.
Right?
53
00:03:39,500 --> 00:03:40,400
Right.
Right now, myself.
54
00:03:40,400 --> 00:03:42,800
So I kind of have a little
little bit of a similar type
55
00:03:42,800 --> 00:03:47,100
Journey, trying to change change
streams, little past my college
56
00:03:47,100 --> 00:03:49,700
career.
So that's really cool though.
57
00:03:49,700 --> 00:03:53,300
I mean, like I said me and
Curtis kind of grew up pokefans
58
00:03:53,300 --> 00:04:00,000
as well, bring ya pre Vic and
and so yeah, we've definitely
59
00:04:00,000 --> 00:04:03,900
kind of been living it for a
while now and and we started
60
00:04:03,900 --> 00:04:07,400
this podcast a little over a
year ago and just love doing it,
61
00:04:07,400 --> 00:04:10,500
love talking, hooky Sports and
it's what we love.
62
00:04:10,700 --> 00:04:14,600
So it's what we love is you
know, it's something that we get
63
00:04:14,600 --> 00:04:18,399
to do kind of you know once or
twice a week and you know it's a
64
00:04:18,407 --> 00:04:22,500
lot of fun to do but Christina
why we brought you all here is
65
00:04:22,600 --> 00:04:25,100
you know couple reasons a I can
first.
66
00:04:25,100 --> 00:04:27,900
Remember you, pop it on my
Twitter feed, back in late
67
00:04:27,900 --> 00:04:32,000
summer, early fall last year
when you literally put a hand
68
00:04:32,000 --> 00:04:35,100
out and said I would love to
help Virginia Tech football with
69
00:04:35,100 --> 00:04:38,300
marketing, and you even put
those very to special words,
70
00:04:38,300 --> 00:04:43,900
people like to hear pro bono.
Yeah, I am going to assume no
71
00:04:43,900 --> 00:04:50,300
one ever reached out to, you
know, that's sad, but that's not
72
00:04:50,300 --> 00:04:54,300
welcome.
So we saw you do that and then
73
00:04:54,500 --> 00:05:03,900
your thread on December 15th.
I mean, I remember right?
74
00:05:03,900 --> 00:05:05,500
Brian likes it.
He's like did you see
75
00:05:05,500 --> 00:05:07,900
Christina's thread and I'm like
I'm going through and we're
76
00:05:07,900 --> 00:05:13,300
like, oh Li Mo, you dropped so
many things that night with that
77
00:05:13,300 --> 00:05:15,300
tweet.
Yeah, there were a lot of good
78
00:05:15,300 --> 00:05:20,700
threads on December 15th and
goodbye mean raking raking.
79
00:05:20,700 --> 00:05:23,100
The program over the coals a
little bit for what was
80
00:05:23,100 --> 00:05:28,200
happening between some of the
gas lighting from from wit.
81
00:05:28,700 --> 00:05:33,300
And all of the other things that
came after when we Pretty much
82
00:05:33,300 --> 00:05:35,600
do that.
We're probably get a new coach
83
00:05:35,600 --> 00:05:40,100
and all of a sudden that wasn't
happening and I think the fan
84
00:05:40,100 --> 00:05:44,100
base that in a nutshell wouldn't
have really pushed the fanbase
85
00:05:44,100 --> 00:05:46,600
to where it was, but I think it
was kind of like a culmination
86
00:05:46,600 --> 00:05:52,400
of a bunch of months put
together of things that were a
87
00:05:52,400 --> 00:05:55,100
lot of people in the fan base.
Just said, this doesn't quite
88
00:05:55,600 --> 00:05:57,400
seem to be going the way we
think it should.
89
00:05:57,400 --> 00:06:01,100
And that was just kind of the,
the icing on the cake there and
90
00:06:01,100 --> 00:06:05,300
it really kind of put A lot of
folks in a place where they were
91
00:06:05,400 --> 00:06:08,100
looking for answers and I
thought you had a really good
92
00:06:08,800 --> 00:06:12,700
thread that kind of broke down
to the nuts and bolts of what
93
00:06:12,700 --> 00:06:16,100
some of the problems are at
least on the The Fan facing and
94
00:06:16,400 --> 00:06:18,900
the recruiting facing aspects of
the program.
95
00:06:19,600 --> 00:06:23,100
No, no, I hope so I don't want
it to the place.
96
00:06:24,700 --> 00:06:26,700
Like, I don't want anybody lose
her job.
97
00:06:27,500 --> 00:06:30,300
I do want things to be better
and I think there's an
98
00:06:30,300 --> 00:06:35,100
improvement.
And so for me it all comes down
99
00:06:35,100 --> 00:06:42,700
to I I work in community every
day, I work in advocacy, I work
100
00:06:42,700 --> 00:06:47,500
in being a fan of the Bands.
That's that's some of the work
101
00:06:47,500 --> 00:06:53,100
that I enjoy the road and so I
know the pitfalls of of not
102
00:06:53,100 --> 00:06:54,700
being able to make everybody
happy.
103
00:06:54,700 --> 00:07:00,700
That's just, I understand that
you have a deeply rooted
104
00:07:00,700 --> 00:07:03,500
passionate community and with
that you get good and bad,
105
00:07:04,400 --> 00:07:06,500
you're going to get, you're
going to get people who shake
106
00:07:06,500 --> 00:07:08,700
their fist.
You're going to get people who
107
00:07:09,200 --> 00:07:13,000
love you, no matter what, you're
going to see the gamut and
108
00:07:13,000 --> 00:07:18,600
that's fine, but I think that
winner lose there are patterns
109
00:07:19,000 --> 00:07:22,600
that need to be addressed.
And and from my perspective,
110
00:07:23,100 --> 00:07:26,100
everything that I'm seeing can
be fixed every single thing to
111
00:07:26,100 --> 00:07:28,300
be fixed.
But like most things you have to
112
00:07:28,308 --> 00:07:29,600
acknowledge that there's a
problem.
113
00:07:29,900 --> 00:07:34,200
So for me, it really came down
to if we're going to if we're
114
00:07:34,200 --> 00:07:37,100
going to have this conversation,
I am a firm believer.
115
00:07:37,300 --> 00:07:43,400
In giving prescriptive
complaints, if we're going to
116
00:07:43,400 --> 00:07:47,500
talk about something being bad
or hating something, it isn't
117
00:07:47,500 --> 00:07:50,000
doing any good to just shake
your fist.
118
00:07:51,200 --> 00:07:55,400
You can shake your fist in
explain, what's wrong, then you
119
00:07:55,400 --> 00:07:58,700
can start taking those positive
steps forward and really kind of
120
00:07:58,700 --> 00:08:02,500
focusing your energy on, what do
we need to do to make this
121
00:08:02,500 --> 00:08:04,500
better.
So I do want to say that and
122
00:08:04,500 --> 00:08:08,500
then I do want to give them a
positive What they're doing with
123
00:08:08,500 --> 00:08:15,000
Dwight and bringing Dwight Vic
on is such a positive First
124
00:08:15,000 --> 00:08:17,400
Step.
It's a major, first sent for me.
125
00:08:17,700 --> 00:08:19,800
I want to give them kudos for
that.
126
00:08:20,100 --> 00:08:23,700
I think that it's going to
reverberate through the program.
127
00:08:24,000 --> 00:08:26,500
I think it's only going to
create good things.
128
00:08:26,500 --> 00:08:28,800
I think he was the perfect
choice to do it.
129
00:08:29,600 --> 00:08:31,800
I just want to die.
I know that there's gonna be a
130
00:08:31,800 --> 00:08:35,100
lot of negativity in this, but I
want to, I want to highlight
131
00:08:35,299 --> 00:08:41,000
that them, having Dwight, Take
on that role and really be a
132
00:08:41,000 --> 00:08:45,700
conduit and a bridge between
current Hokie nation and it's
133
00:08:45,700 --> 00:08:51,300
celebrated past is much needed
and will bleed into other
134
00:08:51,300 --> 00:08:54,200
efforts in a very positive way.
So I definitely want to
135
00:08:54,200 --> 00:08:57,500
highlight that and say that.
I'm so so glad that they're
136
00:08:57,500 --> 00:09:00,000
doing that I think that that's
going to pay dividends.
137
00:09:01,100 --> 00:09:05,200
We agree with you 100% on that.
We had the pleasure back in
138
00:09:05,200 --> 00:09:09,800
February and we interviewed the
Dwight, that episode was two
139
00:09:09,800 --> 00:09:12,800
hours.
It could have been six and we
140
00:09:12,800 --> 00:09:15,900
were talking about the past, the
present, his thoughts, on the
141
00:09:15,900 --> 00:09:19,100
current status of the program
and he sort of got to give a
142
00:09:19,100 --> 00:09:21,500
little insight that night, that
some things were coming down.
143
00:09:21,500 --> 00:09:25,800
And with him doing what, he's
doing his personality.
144
00:09:26,300 --> 00:09:29,500
And if you've ever met him
Christina and you may have, it's
145
00:09:29,500 --> 00:09:33,100
infectious, he's just a person.
He literally Brian.
146
00:09:33,100 --> 00:09:36,100
If you remember that night, it
felt like somebody that we like
147
00:09:36,100 --> 00:09:39,100
literally grew up.
Talking over Skype.
148
00:09:39,700 --> 00:09:43,200
Yeah.
And in you talk about them,
149
00:09:43,200 --> 00:09:44,700
bringing him in.
Absolutely.
150
00:09:44,900 --> 00:09:49,500
I think they it is a huge, not
just a layup.
151
00:09:49,500 --> 00:09:52,300
It's a slam dunk.
Yeah, I mean, it looked like
152
00:09:52,300 --> 00:09:55,600
what they were doing with with
Darryl before he took the job
153
00:09:55,600 --> 00:09:59,200
with the 49ers.
They just said, hey Dwight pick
154
00:09:59,200 --> 00:10:01,400
up what Darrell's already
started here and run with it.
155
00:10:01,400 --> 00:10:05,400
You are the perfect voice for
this type of movement, that
156
00:10:05,400 --> 00:10:07,900
needs to come back to Virginia
Tech because Being having ties
157
00:10:07,900 --> 00:10:11,700
to, you know, what built the
program to begin with and
158
00:10:11,700 --> 00:10:15,800
understanding the state and
understanding the school and
159
00:10:15,800 --> 00:10:18,500
just everything top to bottom,
he kind of fits that mold.
160
00:10:18,500 --> 00:10:23,900
So we wanted to start the
conversation tonight in terms of
161
00:10:23,900 --> 00:10:28,700
kind of what what Virginia Tech
is may be lacking in terms of
162
00:10:28,700 --> 00:10:33,100
marketing and public relations
and things of that nature and
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kind of break that down.
And then see what that
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prescription would be as you
kind of I talked about earlier,
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Christina.
So let's start with branding.
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Yeah, that's, that's a big thing
for us.
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Because I feel like Virginia
Tech has always had kind of a
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standout brand, and I feel like
we've lost that a little bit.
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So, we've got Buzz words right
now that we use in the program,
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like, hard smart, tough and hard
hat, mentality, and grit and me,
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and Curtis have talked a little
bit in the past, is just a lot
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of the criticism that we have in
that we've seen in general, is
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that these are kind of just
words Or something that they
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kind of put there to be a
stand-in for things that we used
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in the past.
But they really are more like
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internal slogans that we think
fit more like meetings and
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practices and workouts and not
necessarily something that you
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would use as terms in terms of
external branding and they don't
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really offer the broad appeal
like lunch pail, or beer ball
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and you know, Terrordome and
everything from the Beamer and
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Foster era.
So what are some of the
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shortcomings you see from the
football team in terms of their
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branding?
Absolutely.
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It's a really great point.
So probably the best way to
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describe it is that and a lot of
the issues stem from stuff that
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it just circumstances.
So basically what you have is
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you have the legacy of Virginia
Tech football, you have its
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storied history, you have its
longevity, you have Beamer being
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such a central and Foster being
such core pillars of What?
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Football is a Virginia Tech and
that's amazing, but it also is
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hurtful when you're having
transitioned into something new
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because you have this
disconnect, you need to
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celebrate and appreciate and
continue to monetize the Legacy
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and the cloud of Virginia Tech
football.
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But then you're also trying to
make it into something.
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That's for this new, this new
part.
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So what you're having is You're
having this fight between the
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old and the new.
And the fact is that they want
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the new regime wants, they want
to put their footprint on it,
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and I'm not saying that's bad.
That's that's natural
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inclination.
It's, it's your job.
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It's your team.
It's your, it's your house now.
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But it's directly opposed to the
old rituals, the old chance the
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old vernacular.
And so what they've done is
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there, they are trying to
replace something that took
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decades to build in a couple
Seasons with words.
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And that doesn't work.
And it's not just a Virginia
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Tech thing, it wouldn't work
anywhere because you are your
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you're trying to take something
new and fresh and and hoping
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that it carries the weight of
decades and it just can't it
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just really can't.
I do want to say though that the
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graphic designs that are coming
out are gorgeous.
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There's definitely been years,
where I've been like, I don't
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know what that was.
I mean What is this?
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So I want to give love.
I want to give love where it's
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deserved.
The graphic design is amazing,
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but that's also a problem.
So, what's beautiful?
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What's really cool about the
design is is not just the layers
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that they have, but there's this
texture.
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So many Virginia Tech football,
fans have saved tickets.
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They've saved, like all of the
things and so if you look at
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some of the graphics, there's
like those layers of wrinkles.
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So it locks it looks like a
Keepsake.
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It looks like something that's
on your board that if you have a
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table that's like decoupaged
with like tickets that it looks
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like something that could fit in
there.
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It has like storied like it's
fresh but feels story and so I
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feel like graphically, they
found the mix.
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But copy wise, they have not.
Does that make sense?
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It does, it feels, it feels
modern, but the layers of
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they've created in their, in
their visual aesthetic creates
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this.
This it's modern, but it has
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this touch of the past if it
already feels like a Keepsake.
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So graphically, I feel like
they've got The Branding quite
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well.
The other thing is that, I find
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that if you look at Khan social
and you look at the hashtags and
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where the hashtags are being
used.
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The hashtags, actually have the
best response when it's done by
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the recruits and then when it's
done by the commitments.
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So when there are announcing and
they are aligning themselves
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with this, so it it becomes a
part of the recruitment story
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less so than like the current
story of the team if you look at
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00:15:42,500 --> 00:15:48,900
them like like Engagement wise,
if it makes more sense because
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that's how their recruits are
identifying themselves.
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And there's so many questions
like oh, you're committing to
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Virginia Tech.
Cool.
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But what's a hokie being able to
have rally cry?
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A hashtag dissociates with.
This is kind of who I am and the
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hard hat.
Mentality feels very much in
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line of what would be our
version of lunch pail.
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Well, would be this version and
so I understand where that
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comes.
From the hard smart tough.
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I don't like just because UVA
did the same thing if like the
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next season and we made fun of
it and it was, it was three
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words and I was like, yeah.
And so I think the reason why
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the lunch pail and Beamer ball
and Terrordome matter, is that
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there Shins that back up.
Those words there are receipts.
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Yeah, so using hashtags for hard
hat, like hard hat mentality and
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grit and hard smart Tov but
doesn't really carry anything
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until there's something that
accompanies it.
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Like if you say Terrordome, you
don't hear Terror Dome.
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You actually feel like what
that's like then your mind like,
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it comes with weights, like it
carries stuck with it and that's
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the point of Branding, if the
some of the best Brands, it's
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not the word.
It's what the what comes with
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the word, it's what weight
carries that think about, think
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about movies or your favorite
song, or your favorite concert
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or your favorite.
Like if you go to if I say
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McDonald's right now, You're
pregnant to think about what
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you're going to order.
What's your go-to order or you
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might smell the fries.
But you have something that
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comes along with the word, it
might even just be the jingle,
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but the word on its own doesn't
like it doesn't exist by itself,
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it carries weight with it.
So the thing is is that for
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Branding, they need to continue
these until they are able to
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create weight with it.
Or they need to embrace.
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What they, what they let go,
which was like, when you think
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of the lunch pail, I think of
all the Times They carried it.
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I think of watching them putting
like the grass.
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Yes.
Like, it's not just lunch pail
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to me.
It's like, I think a beamer
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ball.
There are specific plays.
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Yeah, that come into your head.
It's not the word.
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Like that's the thing about
branding as people want to put
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like a word, be like this sounds
fancy.
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Like that.
That's not the point.
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It needs to evoke.
An emotional response because
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that's what carries.
That's what creates connection.
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00:18:44,900 --> 00:18:46,600
Christina, just a few minutes
ago.
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You said Terrordome, my first
thought was Clemson 1999, Corey
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Moore sitting on that bench.
Saying the words I got chills to
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run on my arm.
You close its associated with
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something.
Yeah and no connection, you
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can't.
Do you think them trying to
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Brand?
It this way?
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So quickly was a mistake, like
should they have just said, hey,
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stick with what we've got and
then let something naturally
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happen and that's what our brand
is.
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I think that they really should
have focused on caring because
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it for that, for the first few
years, that was that transition.
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You have the 25, you have to
have things where they were
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trying to, they were very
clearly.
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Especially when he's first year,
they were very clearly trying to
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create a smooth transition.
And I feel like they did a good
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job of that and then it was
planting the seeds for this new
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regime and what that looks like.
What I think that they really
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what I think would have been
awesome was the thing is that We
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00:19:52,600 --> 00:19:55,500
are all building like no matter
who you are and what you're
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doing your building off of
someone else's work.
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And it doesn't make you less
sir.
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Like Fuente is building off of
Beamers work, and that's not a
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00:20:06,400 --> 00:20:09,100
bad thing.
That's that's he's next.
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Like that's that's not bad, just
like, every marketer is doing is
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standing on the shoulders of
Ogle.
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Be like, it's just he's the OG
and acknowledge and we worship
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him for it and then we, but we
know that that will carry us
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through.
So I feel like, especially
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because when today was supposed
to be, or is supposed to be
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like, This offensive, have this
offensive mindset.
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00:20:38,100 --> 00:20:43,800
What would be the offensive
version of lunch, pail?
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Beamer ball tear down.
What does that look like?
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And so thinking about what
people call it like, I just, I
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think of, like feed forward and
I think funny.
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00:20:58,100 --> 00:21:02,400
Yeah, yeah.
The things I think of the things
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that the fans do by themselves,
I'm a big football club fan
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like, I love Cool.
So I I see teams outside of
327
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American football, they have
these rituals and so much about
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00:21:18,600 --> 00:21:21,500
community building is based off
of rituals.
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And so it creates that emotional
connection.
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It's why you shake your keys.
It's why you move your arms to
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00:21:30,600 --> 00:21:33,100
block a kick.
Like, you can't remove be more
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00:21:33,100 --> 00:21:35,400
ball and then expect people to
still do that motion in the
333
00:21:35,408 --> 00:21:39,800
stand, you know?
Like One creates a need for the
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00:21:39,800 --> 00:21:45,900
other and the rituals also
create an opportunity for the
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00:21:45,900 --> 00:21:49,700
fans to participate and that's
where I feel like such a
336
00:21:49,700 --> 00:21:53,300
disconnect as happen.
I feel like there's been moments
337
00:21:53,300 --> 00:21:59,500
of opportunity where like for
example the Barstool big cat
338
00:21:59,500 --> 00:22:07,500
game.
Yeah, such a perfect moment.
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00:22:08,300 --> 00:22:13,900
We're like the things that I
love and I know that another and
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00:22:13,900 --> 00:22:15,400
I know it's we're going to talk
about social and that's
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obviously like, free social.
I want him to have fun, like, I
342
00:22:21,900 --> 00:22:24,800
don't want it to look, perfectly
curated and I don't want like
343
00:22:24,800 --> 00:22:28,200
perfect spaces between emojis.
I want you, I want it to be
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00:22:28,200 --> 00:22:32,300
obvious that you almost cost
because you were so height, but
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00:22:32,300 --> 00:22:37,200
like, stopped herself at the
very last second, like, I want,
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00:22:37,200 --> 00:22:39,400
like, so.
One of the best accounts I had a
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00:22:39,408 --> 00:22:44,100
friend who used to do the social
for for the Tampa Bay Rays and
348
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if you look back especially like
during like when they were, when
349
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they were playing in the series
and when they were doing all
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00:22:52,800 --> 00:22:55,200
this you'll see like they have
videos on the Clips in the
351
00:22:55,208 --> 00:22:58,200
graphics like everybody else but
when you look at the copy it
352
00:22:58,200 --> 00:22:59,900
looks like it was written by a
fan.
353
00:23:00,400 --> 00:23:04,600
Like there's a shrug and there's
like did you see that like it,
354
00:23:05,000 --> 00:23:12,100
it needs to feel the Beauty of
football, especially in the ACC,
355
00:23:12,500 --> 00:23:16,100
is that it is unpredictable and
that it is messy and that it is
356
00:23:16,100 --> 00:23:18,600
beautiful.
And so I don't want this
357
00:23:18,600 --> 00:23:23,300
perfectly curated copy.
I want it to feel frantic and
358
00:23:23,300 --> 00:23:28,800
Alive like I want it to feel
like something like a person
359
00:23:28,800 --> 00:23:32,100
who's pressing the keys is
having typos because they're so
360
00:23:32,100 --> 00:23:34,800
excited.
Like that's what I want to see
361
00:23:34,800 --> 00:23:37,400
instead of this.
Just like perfect line.
362
00:23:37,700 --> 00:23:44,200
Like they're about to send me a
LinkedIn request like I love
363
00:23:44,200 --> 00:23:47,400
that.
Christina will get to the social
364
00:23:47,400 --> 00:23:49,400
media because I feel like we
could we could we could start
365
00:23:49,400 --> 00:23:50,600
talk with that and going
forever.
366
00:23:51,300 --> 00:23:52,700
Yeah.
You know is that they've been
367
00:23:52,700 --> 00:23:56,900
putting out of the practices and
then the interviews, but more
368
00:23:56,900 --> 00:23:59,200
importantly, you want to talk
about the messy.
369
00:23:59,800 --> 00:24:03,100
Let's talk about that Vance.
Vice video with lettuce, myth
370
00:24:03,100 --> 00:24:06,700
and Brock.
That was messy, that was
371
00:24:06,700 --> 00:24:09,400
beeping.
That was a lot of beeping that
372
00:24:09,400 --> 00:24:15,100
was you felt like if the doors
were closed that would still be
373
00:24:15,100 --> 00:24:17,000
happening.
How do you feel like the video
374
00:24:17,000 --> 00:24:19,700
presentations have been going in
all those aspects?
375
00:24:21,100 --> 00:24:25,300
They it still presents the same
problem.
376
00:24:25,600 --> 00:24:29,400
Okay, it's creating
behind-the-scenes access which
377
00:24:29,400 --> 00:24:34,900
is awesome and we want access.
The problem is is that it's
378
00:24:34,900 --> 00:24:37,500
still coming from a publishing
perspective and not a
379
00:24:37,700 --> 00:24:40,500
Conversation perspective.
Okay, the problem with the
380
00:24:40,500 --> 00:24:43,400
videos and the problem like I'm
glad that they're I'm glad that
381
00:24:43,400 --> 00:24:47,000
they're showcasing personality.
I'm glad that they're doing all
382
00:24:47,000 --> 00:24:51,300
those things.
My problem is is that it still
383
00:24:51,300 --> 00:24:57,000
one directional, Hmm, I would
say this Virginia Tech.
384
00:24:57,000 --> 00:24:59,800
I would say this for any brand
honestly, and I've made this
385
00:24:59,800 --> 00:25:04,000
complaint online in relationship
to other to other brands.
386
00:25:04,600 --> 00:25:06,900
Is that there's a lot of Brands
would be like why?
387
00:25:06,900 --> 00:25:09,400
Why do a lot of people not like
our content, why is it?
388
00:25:09,400 --> 00:25:15,200
Not a lot of people engaging and
retweeting and sharing stuff and
389
00:25:15,200 --> 00:25:16,900
it's because you're talking at
them.
390
00:25:16,900 --> 00:25:23,300
You're not talking with them.
And so there's an opportunity.
391
00:25:23,500 --> 00:25:27,300
T.
To connect like you know what, I
392
00:25:27,308 --> 00:25:30,800
would love like what I would
like those those videos have
393
00:25:30,800 --> 00:25:33,300
their place and I don't think
that should stop doing them.
394
00:25:33,500 --> 00:25:38,100
But what I would love is that
fan interaction.
395
00:25:38,400 --> 00:25:43,900
Like it's not enough, it's not
enough.
396
00:25:44,300 --> 00:25:50,700
So let me give you an example.
You have a child, you're going
397
00:25:50,700 --> 00:25:55,200
to take them to go, see a Marvel
movie, what is your kid going to
398
00:25:55,200 --> 00:25:59,900
want to wear?
Potentially the costume or
399
00:25:59,900 --> 00:26:04,500
Marvel shirt.
Because they're associated with
400
00:26:04,500 --> 00:26:06,000
it.
They want to feel like they're
401
00:26:06,000 --> 00:26:08,200
one with the moving.
Exactly.
402
00:26:08,700 --> 00:26:13,800
When you go to a tech game, what
do you want to wear as much
403
00:26:13,800 --> 00:26:25,600
maroon as possible?
Exactly.
404
00:26:25,700 --> 00:26:27,500
How do you feel a part of the
team?
405
00:26:27,500 --> 00:26:32,800
When all of the focus is on
content going out and it not
406
00:26:32,800 --> 00:26:36,500
going back and forth there
Stephanie and the thing to that
407
00:26:36,500 --> 00:26:38,600
was like all the hashtags and
everything else.
408
00:26:39,000 --> 00:26:41,200
Like for an algorithm
perspective that also doesn't
409
00:26:41,200 --> 00:26:43,700
perform well everything that's
going to make you click out of
410
00:26:43,700 --> 00:26:46,100
the experience is going to have
less views.
411
00:26:47,200 --> 00:26:51,700
I mean that's for any platform.
They want you to stay, why don't
412
00:26:51,700 --> 00:26:54,600
you have a conversation where it
since talking about like you
413
00:26:54,600 --> 00:26:59,700
know what I would love.
Do a post and it says make a
414
00:26:59,700 --> 00:27:03,700
hokie fan have like show that
gif of Peter Parker when his
415
00:27:03,700 --> 00:27:06,500
hair goes up when he has the
spider sense tingling.
416
00:27:06,900 --> 00:27:10,200
And it's and we've seen a couple
of these like make a hokie fan
417
00:27:10,200 --> 00:27:14,700
have this in five seconds or
imagine if someone asked you
418
00:27:14,800 --> 00:27:20,900
about your favorite game, Your
favorite play immediately have a
419
00:27:20,900 --> 00:27:24,400
motion.
And so there's problem like I
420
00:27:24,400 --> 00:27:32,200
have I have problems with.
Like, calling for Nostalgia but
421
00:27:32,200 --> 00:27:37,000
not doing it for that purpose.
So like, for example, when the
422
00:27:37,000 --> 00:27:42,300
first, the first emails came out
for donations after it was
423
00:27:42,300 --> 00:27:45,800
pretty clear, there wasn't going
to be a season or or people were
424
00:27:45,800 --> 00:27:49,200
going to be able to attend.
I almost rewrote that mail,
425
00:27:49,200 --> 00:27:51,100
like, three or four times.
Like, I paste.
426
00:27:51,100 --> 00:27:54,700
Angrily.
Like my husband, you have worked
427
00:27:54,700 --> 00:28:01,300
like, don't do this because it
Felt it felt very much, like,
428
00:28:01,300 --> 00:28:04,200
remember standing in Lane?
Remember, jumping up to Enter
429
00:28:04,200 --> 00:28:07,100
Sandman, and I was just like,
all right, this is not working.
430
00:28:08,900 --> 00:28:13,900
I should cry.
Because I can't be in Lane.
431
00:28:14,300 --> 00:28:19,500
Yep.
So if you can't make me sad,
432
00:28:20,900 --> 00:28:24,100
then you're not going to get
money out of me, if you can't
433
00:28:24,100 --> 00:28:26,300
evoke emotion, I mean.
And that's honestly, like, if
434
00:28:26,300 --> 00:28:30,100
anyone takes like, if anyone
takes anything out of this, is
435
00:28:30,100 --> 00:28:31,700
that the beauty of Virginia
Tech.
436
00:28:31,900 --> 00:28:35,000
The beauty of any brand that
does well, the beauty of any
437
00:28:35,000 --> 00:28:39,600
Community, it's laced, and into
woven in Emotion.
438
00:28:39,800 --> 00:28:42,900
It is the most important lever
you have.
439
00:28:44,100 --> 00:28:48,000
And you have a fan base that's
angry at you and it's they're
440
00:28:48,000 --> 00:28:52,200
angry because they love it so
much or they cheer you because
441
00:28:52,200 --> 00:28:57,000
they love you so much.
The problem, the problem is not
442
00:28:57,100 --> 00:29:00,700
hateful fans.
The problem is a pathetic fans.
443
00:29:01,200 --> 00:29:05,200
Bingo that's the problem.
That's the best thing that you
444
00:29:05,200 --> 00:29:08,100
should be afraid of.
That's going to stop caring.
445
00:29:08,400 --> 00:29:12,200
Then yelling at you all day long
they wouldn't be so loud if they
446
00:29:12,200 --> 00:29:14,700
were if they didn't love you.
You so much if it wasn't
447
00:29:14,700 --> 00:29:19,500
important to them like there's a
reason why if I hope you baby is
448
00:29:19,500 --> 00:29:23,700
born, it will have at least one
hokey onesie, it will be
449
00:29:23,700 --> 00:29:27,600
christened into the church of
Hokie Nation pretty important.
450
00:29:28,000 --> 00:29:33,200
It just will Why would you if
you could yell at that Team all
451
00:29:33,200 --> 00:29:37,400
day long, but you still want
your child to be a part of that
452
00:29:37,400 --> 00:29:44,900
fan Hood upon birth.
That comes from love, that comes
453
00:29:44,900 --> 00:29:48,700
from you.
Having that become such a core
454
00:29:48,700 --> 00:29:51,600
part of you.
And so, I've written a lot about
455
00:29:51,600 --> 00:29:54,900
this with community building,
and I talked about how you enter
456
00:29:54,900 --> 00:29:57,700
a community, but the community
has to enter you.
457
00:29:59,300 --> 00:30:02,500
It has to otherwise, you can
leave easily.
458
00:30:04,800 --> 00:30:07,500
There's so many people who could
have left after last year but
459
00:30:07,500 --> 00:30:11,200
and and there's so many angry
fans who who could leave but
460
00:30:11,200 --> 00:30:14,800
they'd rather talk and try to
figure out what's wrong, they'd
461
00:30:14,800 --> 00:30:18,000
rather shake their fist at
weddings be like, dude, just fix
462
00:30:18,000 --> 00:30:20,900
it.
Like I love you fix it.
463
00:30:21,100 --> 00:30:28,100
Like, that's the thing that's at
rest and like, the problem I had
464
00:30:28,100 --> 00:30:30,300
with, with the wit press
conference, after all that went
465
00:30:30,300 --> 00:30:34,600
down was that, you know, the
quote unquote, Twitter mob Not
466
00:30:34,600 --> 00:30:38,200
that, that really kind of took.
It took it ticked me off a
467
00:30:38,200 --> 00:30:41,200
little bit just because I was
like, well, I don't always agree
468
00:30:41,200 --> 00:30:44,800
with the people that fly off and
want to fire the coach every
469
00:30:44,800 --> 00:30:47,900
time something goes south, but
at the same time, I'd rather
470
00:30:47,900 --> 00:30:51,700
have that than, as you said a
fan that's like, I don't care.
471
00:30:53,300 --> 00:30:56,900
You know, I like the tailgating,
I'll casually go to a game but I
472
00:30:56,900 --> 00:31:00,000
don't really care whether it's a
win or a loss or any of that
473
00:31:00,000 --> 00:31:02,100
stuff.
Because once you start getting
474
00:31:02,400 --> 00:31:06,200
the apathy, that's when you have
A lot of the other problems that
475
00:31:06,200 --> 00:31:08,100
were already experiencing and
those are going to get
476
00:31:08,100 --> 00:31:10,900
exacerbate estimated when it
comes to donations.
477
00:31:10,900 --> 00:31:15,800
And people showing up for games,
my, my thing is that the Twitter
478
00:31:15,800 --> 00:31:20,800
mom is real, it just is I, but I
could say that for every single,
479
00:31:20,900 --> 00:31:23,100
I can see say that for every
single fandom.
480
00:31:24,300 --> 00:31:26,400
I mean, I'm Star Wars fan and a
Marvel fan.
481
00:31:26,400 --> 00:31:30,500
So trust me, I've seen darker
sides, then I got you.
482
00:31:30,500 --> 00:31:37,300
Like, I've seen it.
The thing is, is that those
483
00:31:37,300 --> 00:31:41,100
those mobs occur like, think
about what a mob is.
484
00:31:41,800 --> 00:31:45,300
And like the classic monster
movie Set, they have their fire,
485
00:31:45,300 --> 00:31:48,500
they have their pitchforks, and
they are knocking and banging on
486
00:31:48,500 --> 00:31:50,800
a door of the castle to get to
the monster.
487
00:31:51,100 --> 00:31:54,100
They are ostracized from the
thing that they are trying to
488
00:31:54,100 --> 00:31:55,700
get to.
Hmm.
489
00:31:56,000 --> 00:31:57,700
And that is what the Twitter mob
is.
490
00:31:58,000 --> 00:32:02,000
There is an information vacuum.
They feel like they can't be
491
00:32:02,000 --> 00:32:04,300
heard, they can't be seen.
They feel like they're locked
492
00:32:04,300 --> 00:32:05,200
out.
They don't have all the
493
00:32:05,200 --> 00:32:08,600
information.
And so they're only Resorts.
494
00:32:08,900 --> 00:32:11,600
I mean, that's that's human
nature.
495
00:32:11,700 --> 00:32:14,400
Oh, you can't hear me?
I'll get louder.
496
00:32:14,900 --> 00:32:21,100
Like it's, it's that mentality.
We're to the point where you ask
497
00:32:21,100 --> 00:32:25,700
for change, you want things to
be different and then if it
498
00:32:25,700 --> 00:32:32,400
doesn't happen, Then you get
louder, hoping hoping now
499
00:32:32,400 --> 00:32:38,400
they'll hear me, but I feel like
PR is at the heart of
500
00:32:38,400 --> 00:32:42,400
everything.
I feel like it's at the heart of
501
00:32:42,400 --> 00:32:45,700
everything that's made it worse.
So like if we're going to talk
502
00:32:45,700 --> 00:32:51,200
about that press conference, I
saw the by saw the post from the
503
00:32:51,200 --> 00:32:53,100
Press before.
I just watch the thing.
504
00:32:54,500 --> 00:32:59,600
So I had my own little moment
and then I watched it, And it
505
00:32:59,600 --> 00:33:10,200
still didn't get any better.
It, I immediately I immediately
506
00:33:10,200 --> 00:33:12,600
treat situations and brand the
way.
507
00:33:12,600 --> 00:33:15,400
I immediately treat them the way
I would, if they were a client.
508
00:33:15,700 --> 00:33:19,400
Okay, I immediately perceive.
Okay, this has happened.
509
00:33:19,400 --> 00:33:21,800
How would I fix this?
And how can we move forward?
510
00:33:23,400 --> 00:33:26,600
There was no fixing that was my
press conference.
511
00:33:26,600 --> 00:33:31,500
There was no fixing you had, we
had, we had come off the three
512
00:33:31,800 --> 00:33:35,200
worst seasons in the last 27
years.
513
00:33:36,200 --> 00:33:41,700
We were a 500 program, you
writing was on the wall behind
514
00:33:41,700 --> 00:33:46,700
pay walls behind rumors, he's
bottle he's been told he's fired
515
00:33:48,000 --> 00:33:52,000
and then the walk out in the way
with presented that day the way
516
00:33:52,000 --> 00:33:57,300
his face looked.
He knew I wanted to fire him.
517
00:33:58,200 --> 00:34:01,500
And then for us as fans, it was,
this punch know he's coming
518
00:34:01,500 --> 00:34:03,000
back.
This is like his first year and
519
00:34:03,000 --> 00:34:05,000
you're like his pardon, my
French.
520
00:34:05,000 --> 00:34:09,000
Christina, his birth year.
Are you kidding me?
521
00:34:09,600 --> 00:34:13,699
He's been here for five years.
Sorry.
522
00:34:14,400 --> 00:34:20,699
No, don't when it comes more.
Here's the thing for me, there
523
00:34:20,900 --> 00:34:24,100
to be any time.
There's going to be that much
524
00:34:24,100 --> 00:34:27,900
emotion, and anything is going
to have that much on the line.
525
00:34:28,500 --> 00:34:34,500
There needs to be significant
training, PR training for anyone
526
00:34:34,500 --> 00:34:36,100
who's going to be speaking in
front of the press.
527
00:34:38,300 --> 00:34:41,600
And that that goes forward, that
goes for Fuente that goes for
528
00:34:41,600 --> 00:34:49,400
anybody because we've already
seen what happens when things
529
00:34:49,400 --> 00:34:52,400
don't go their way when you're
telling when you're telling
530
00:34:52,400 --> 00:34:54,900
press the press that like,
that's a ridiculous question.
531
00:34:55,699 --> 00:34:59,300
Like we've already seen what
happens when you get angry.
532
00:34:59,300 --> 00:35:03,800
So my first thing would be prior
to any press conference.
533
00:35:04,300 --> 00:35:06,500
We are going to go through the
talking points.
534
00:35:06,700 --> 00:35:08,400
I'm To sit at the back of the
room.
535
00:35:08,400 --> 00:35:12,400
And I'm going to say the most
hateful hot-button questions you
536
00:35:12,400 --> 00:35:15,300
could ever possibly get, because
you need to be prepared for the
537
00:35:15,300 --> 00:35:19,600
worst.
You need to be prepared for the
538
00:35:19,600 --> 00:35:22,100
absolute worst question.
You need to know what that
539
00:35:22,100 --> 00:35:26,100
answer is going to look like.
And you also need to not have
540
00:35:26,100 --> 00:35:29,900
heard that question for the
first time because seeing is raw
541
00:35:29,900 --> 00:35:33,000
emotion.
You see raw anger frustration
542
00:35:33,900 --> 00:35:37,500
and like the like the snide
comment about that, they don't,
543
00:35:37,500 --> 00:35:40,500
they don't really provide that
much with the with the smirk
544
00:35:40,700 --> 00:35:44,000
that was frustration from wit,
and my opinion, that was him
545
00:35:44,000 --> 00:35:49,000
trying to find a lot like find
to find Levity and something
546
00:35:49,000 --> 00:35:52,800
that he finds frustrating and it
didn't land well because it
547
00:35:52,800 --> 00:35:58,600
shouldn't have happened and that
comes down to, like I said, that
548
00:35:58,600 --> 00:36:02,200
comes down to PR training that
comes to, and I would recommend
549
00:36:02,200 --> 00:36:06,900
that for any power 5 school, any
power 5 school because you have
550
00:36:06,900 --> 00:36:13,200
scrutiny, like look at Alabama.
They could they could lose one
551
00:36:13,200 --> 00:36:17,200
game and there's going to be
fans climbing the walls.
552
00:36:19,200 --> 00:36:24,300
If you are in a if you were at a
power 5 school, you are
553
00:36:24,300 --> 00:36:28,700
constantly constantly under a
microscope.
554
00:36:30,100 --> 00:36:33,200
The power of your school is
dictated by, how many wins you
555
00:36:33,200 --> 00:36:36,800
have what recruits you can get.
How many awards your coach can
556
00:36:36,800 --> 00:36:40,100
get, how many positive press
mentions your coaching team can
557
00:36:40,100 --> 00:36:43,700
get, it's all contingent upon
creating this ecosystem of
558
00:36:43,700 --> 00:36:47,900
success.
And so when you don't have that,
559
00:36:48,000 --> 00:36:51,900
you're going to get questions,
you're going to get, you're
560
00:36:51,900 --> 00:36:57,200
going to get people asking
really mean hateful things that
561
00:36:57,200 --> 00:37:00,000
bother you.
I mean the best example, Love it
562
00:37:00,000 --> 00:37:05,900
is imagine how many people were
frustrated with the team didn't
563
00:37:05,900 --> 00:37:08,900
feel like they were being heard,
nothing was changing.
564
00:37:08,900 --> 00:37:13,400
And then Herbstreit has a really
clear moment on a plane and
565
00:37:13,400 --> 00:37:16,600
talks directly into the camera
about what is happening at
566
00:37:16,600 --> 00:37:17,900
Virginia Tech.
Yep.
567
00:37:17,900 --> 00:37:23,000
And there was immediate change
and we had some new people come
568
00:37:23,000 --> 00:37:25,800
in and we had some thought
process on how we going to right
569
00:37:25,800 --> 00:37:30,000
this ship.
And so from that moment, Are
570
00:37:30,000 --> 00:37:32,100
people in the fan base, that
realize.
571
00:37:32,100 --> 00:37:35,200
Okay.
It just has to be the right
572
00:37:35,200 --> 00:37:37,700
choice to complain.
It just has to be the right
573
00:37:37,700 --> 00:37:41,600
voice to ask questions and so
that creates a moment where you
574
00:37:41,600 --> 00:37:44,700
wonder the information vacuum?
Again.
575
00:37:44,900 --> 00:37:47,900
Same thing about when he was
being interviewed at Baylor.
576
00:37:50,100 --> 00:37:52,200
And we didn't find out until
after.
577
00:37:52,200 --> 00:37:54,900
That was a, no.
And then wit told us he's a
578
00:37:54,908 --> 00:37:56,900
trustworthy guy.
Yeah.
579
00:37:56,900 --> 00:38:01,100
We don't know him like you do
when you're expecting us to.
580
00:38:02,000 --> 00:38:05,900
You can't vouch for him when we
didn't know.
581
00:38:06,300 --> 00:38:08,900
Yeah.
All we have is conjecture and
582
00:38:08,900 --> 00:38:12,200
all we have are rumors.
Then, what is, what is anyone
583
00:38:12,200 --> 00:38:14,100
going to do when they don't have
anybody?
584
00:38:14,100 --> 00:38:19,800
I mean, literally all of 2020
was about See theories and what
585
00:38:19,800 --> 00:38:23,000
is fake news?
But you know I'm saying, and so,
586
00:38:23,400 --> 00:38:26,800
why would a football fan base,
be any different in absence of
587
00:38:26,800 --> 00:38:29,200
the information?
We fill in our own blanks?
588
00:38:29,400 --> 00:38:33,400
And given some of the product
we've received lately, those are
589
00:38:33,400 --> 00:38:36,500
tending towards, not giving the
program, the benefit of the
590
00:38:36,500 --> 00:38:38,200
doubt.
Exactly.
591
00:38:38,200 --> 00:38:42,300
If you don't have the Truth,
then you make up your own.
592
00:38:43,200 --> 00:38:47,500
And that's what we've had to do.
A ton over these last few years
593
00:38:47,500 --> 00:38:50,100
because we really don't know the
head coach.
594
00:38:50,500 --> 00:38:54,900
There are stories that, you
know, we see him and we see him
595
00:38:54,900 --> 00:38:57,600
as, you know, probably a good
football coach.
596
00:38:57,600 --> 00:39:00,900
Probably a good family man and
then you hear stories from
597
00:39:00,900 --> 00:39:03,600
people that have interviewed him
in behind closed, doors.
598
00:39:03,600 --> 00:39:05,400
It's likely such a different
person.
599
00:39:06,500 --> 00:39:11,500
Why isn't that different person
coming into the conference?
600
00:39:11,800 --> 00:39:14,700
I mean, into the interview, I
mean, Christina.
601
00:39:14,800 --> 00:39:16,800
How would you coach when you
hear?
602
00:39:17,200 --> 00:39:20,300
I've heard David teal, Wes
McElroy.
603
00:39:20,300 --> 00:39:24,100
John laser people Associated
either writing about the program
604
00:39:24,500 --> 00:39:25,900
or part of the program saying,
hello.
605
00:39:25,908 --> 00:39:28,500
He's so different behind closed,
doors, you love them.
606
00:39:29,700 --> 00:39:32,500
How do you tell that coach that
needs to be you?
607
00:39:32,700 --> 00:39:35,000
When you get in front of that
press conference, when you get
608
00:39:35,000 --> 00:39:39,200
in front of a video screen, you
need to figure out what her his
609
00:39:39,200 --> 00:39:42,400
triggers to why he can be
comfortable in one setting and
610
00:39:42,400 --> 00:39:45,900
not the other.
Okay, what is it about?
611
00:39:46,500 --> 00:39:49,500
What is it about behind closed
doors that he can open up?
612
00:39:49,500 --> 00:39:53,200
Because I get it, I get it.
I get people being introverted,
613
00:39:53,200 --> 00:39:56,400
I get people being closed off.
I get people being protective, I
614
00:39:56,400 --> 00:39:58,900
completely respect that, I
totally get it.
615
00:39:59,400 --> 00:40:05,300
The problem is, once again, it's
a powerful program and it is,
616
00:40:06,400 --> 00:40:09,600
but it's, it's it's a cult of
personality.
617
00:40:11,400 --> 00:40:15,200
I mean, if you think about it
this way, if horrible didn't
618
00:40:15,200 --> 00:40:18,100
have a personal brand, how on
Earth would he still like, I'm
619
00:40:18,100 --> 00:40:20,000
still shocked but how would he
be?
620
00:40:20,000 --> 00:40:25,900
Mr. Curtis is the 49ers fans
that he's got another side of
621
00:40:25,900 --> 00:40:27,700
that relationship that he can
talk about.
622
00:40:27,700 --> 00:40:31,100
So horrible.
Older but it's cult of
623
00:40:31,100 --> 00:40:34,300
personality.
And so when you think about it
624
00:40:34,300 --> 00:40:40,200
and and that's the thing too is
Beamer was at an advantage
625
00:40:40,300 --> 00:40:43,400
because it made sense why he
didn't have a social media
626
00:40:43,400 --> 00:40:49,100
presence. yeah, it made sense
and so there was there was no
627
00:40:49,100 --> 00:40:52,800
like like the entire fanbase
isn't going to claim her for him
628
00:40:52,800 --> 00:40:55,200
and be like dude you need to be
on Twitter like that's that's
629
00:40:55,200 --> 00:41:00,600
not going to happen and it
didn't happen but if one tastes
630
00:41:00,600 --> 00:41:04,100
going to be on Twitter and he's
going to respond and he's and
631
00:41:04,200 --> 00:41:07,000
you're going to have these
moments, then we need to
632
00:41:07,000 --> 00:41:13,100
determine What does it look like
for him to feel comfortable like
633
00:41:13,100 --> 00:41:15,000
that?
And doesn't mean that he needs
634
00:41:15,000 --> 00:41:21,600
to have like calls in his office
or calls and on his back porch,
635
00:41:21,600 --> 00:41:25,200
or like, what is it going to
take for him to feel more
636
00:41:25,200 --> 00:41:28,200
comfortable?
And then, how can we make that?
637
00:41:29,000 --> 00:41:33,200
Come forward?
I'll come, I don't want to
638
00:41:33,207 --> 00:41:35,200
compare, but I feel like I need
to compare it to Mike Young.
639
00:41:36,300 --> 00:41:42,300
Who I'm good with that.
He's, he's so affable.
640
00:41:43,600 --> 00:41:48,300
And so just comfortable that
when he speaks.
641
00:41:50,100 --> 00:41:53,200
Like I just I love the picture
of him sitting watch like eating
642
00:41:53,200 --> 00:41:55,100
popcorn.
It's like one of my favorite
643
00:41:55,100 --> 00:41:56,800
things.
It gives me such a beamer
644
00:41:56,800 --> 00:41:58,200
energy.
Yep.
645
00:41:58,200 --> 00:42:04,700
It is just relaxed but cool.
Well I also feel like because
646
00:42:04,700 --> 00:42:07,900
Mike young it was always his
dream to be here.
647
00:42:08,300 --> 00:42:11,900
The now he's here it's like when
you know you're at the right
648
00:42:11,900 --> 00:42:14,500
place at the right time you know
where You're supposed to be.
649
00:42:14,600 --> 00:42:16,900
It's like that.
Man is sitting and his life.
650
00:42:19,000 --> 00:42:21,100
Like no way.
I'm supposed to be here and I
651
00:42:21,100 --> 00:42:26,600
feel like maybe because Fuente
still trying to like shake off
652
00:42:26,600 --> 00:42:31,400
the beam Earnest and and make
things his own and He's not
653
00:42:31,400 --> 00:42:33,800
hitting the strides that I think
he would have, he would have
654
00:42:33,800 --> 00:42:37,400
wanted for himself, maybe that's
why, but I think he needs to
655
00:42:37,400 --> 00:42:40,600
figure out whoever's working,
whoever's going to be like
656
00:42:40,600 --> 00:42:43,300
managing the pr and who's going
to be working with them.
657
00:42:43,700 --> 00:42:52,400
They need to do a lot of work in
the room where he's he's able to
658
00:42:52,400 --> 00:42:55,900
show himself because and I'm
guilty of this.
659
00:42:56,500 --> 00:42:58,600
I just remember all the times,
he would get mad during a
660
00:42:58,607 --> 00:43:01,700
football game and it was just
like the Was my favorite part of
661
00:43:01,700 --> 00:43:03,400
the game?
Yes.
662
00:43:03,400 --> 00:43:06,300
Yes.
I don't care if you're angry,
663
00:43:06,300 --> 00:43:10,600
but show me something, like,
show me that you're in there and
664
00:43:10,600 --> 00:43:13,000
so like he's yelling and I was
like yes ones.
665
00:43:13,000 --> 00:43:17,300
They use like the beam a few
years back where like holnar
666
00:43:17,300 --> 00:43:22,100
dizzy meltdown.
And when he was saying that,
667
00:43:22,100 --> 00:43:25,100
like Tech was touching off but
like they were just manhandling
668
00:43:25,100 --> 00:43:30,200
Tecna whole game.
Yeah, and Fuente, I think want a
669
00:43:30,200 --> 00:43:32,300
great.
Like I think the ref had to like
670
00:43:32,300 --> 00:43:35,900
talk wanted to calm down like I
got I stood up and clapped I was
671
00:43:35,900 --> 00:43:40,800
so high so hyped and then like
when he when he tackled Foster.
672
00:43:41,000 --> 00:43:47,500
Yeah I just what do you think?
I think fans want him excited
673
00:43:47,500 --> 00:43:49,700
about being a part of this
program.
674
00:43:49,700 --> 00:43:53,100
I think I think that if I can
put just a point on I feel like
675
00:43:53,100 --> 00:43:56,500
sometimes it feels like when the
press conferences, it's very
676
00:43:56,500 --> 00:43:58,600
much.
I'm here because I have to be,
677
00:43:58,600 --> 00:44:00,500
I'm going through the motions,
but where are you?
678
00:44:00,700 --> 00:44:02,900
See him on the sidelines in
those moments.
679
00:44:03,200 --> 00:44:05,900
Again, spit or those moments
with Bud Foster.
680
00:44:06,400 --> 00:44:08,900
You see that?
He cares about what he's doing
681
00:44:08,900 --> 00:44:12,800
and that's infectious but he
doesn't bring that to the other
682
00:44:12,800 --> 00:44:15,600
avenues of the, of the coaching
responsibilities.
683
00:44:15,600 --> 00:44:19,900
And as you said, being a power
five coaches like being a CEO,
684
00:44:19,900 --> 00:44:25,100
You Can't Hide Your CEO in these
key moments like when they
685
00:44:25,500 --> 00:44:28,000
interview for another job and
then you have this other guy
686
00:44:28,000 --> 00:44:30,400
come up and explain about it
like no.
687
00:44:30,700 --> 00:44:33,200
You're the football.
Coaches, just did this, you talk
688
00:44:33,200 --> 00:44:34,900
about it.
You explain why you're coming
689
00:44:34,900 --> 00:44:39,400
back to Virginia Tech and I
think a lot of it also comes to
690
00:44:39,400 --> 00:44:45,300
risk aversion and I can and
that's why the pr is so reactive
691
00:44:45,300 --> 00:44:48,900
instead of proactive isn't it?
Almost waits for it to Bubble Up
692
00:44:48,900 --> 00:44:50,000
before?
It says anything?
693
00:44:50,000 --> 00:44:54,300
Assuming hopefully that it will
blow over best example of this
694
00:44:54,300 --> 00:44:56,100
is the Sports Illustrated
article.
695
00:44:57,400 --> 00:45:00,400
How does how does Sports
Illustrated have more knowledge
696
00:45:00,400 --> 00:45:02,800
about Our team then like
boosters.
697
00:45:03,700 --> 00:45:09,000
Yeah, like I don't even
understand and the thing is that
698
00:45:09,500 --> 00:45:14,500
you need the Press On Your Side,
you need them to, you need them
699
00:45:14,500 --> 00:45:17,200
to like the program, and want
you to be successful.
700
00:45:17,200 --> 00:45:21,400
And you want that needs to be a
very, that's a very symbiotic
701
00:45:21,400 --> 00:45:25,400
relationship.
But I still feel like we'll
702
00:45:25,400 --> 00:45:29,500
never understand what happened
with all those players, and then
703
00:45:29,500 --> 00:45:31,600
so many of them.
Get out of the program so you
704
00:45:31,607 --> 00:45:35,700
don't really even have access,
you've got a couple that had
705
00:45:35,700 --> 00:45:39,100
some rounds on Twitter and now
the fan base.
706
00:45:39,400 --> 00:45:43,500
But based on that information
and based on nothing coming out,
707
00:45:43,600 --> 00:45:46,300
more or less from the program
directly, it's like, okay, well,
708
00:45:46,300 --> 00:45:49,900
we've got these accounts and we
got the SI stuff, but we really
709
00:45:49,900 --> 00:45:52,600
have nothing official coming
from the football program
710
00:45:52,600 --> 00:45:55,300
directly.
We're over here, making our own
711
00:45:55,300 --> 00:45:58,700
narrative again, and they're
just playing damage control
712
00:45:58,700 --> 00:46:01,200
after the fact, and trying to
clean up Medicine.
713
00:46:01,200 --> 00:46:05,500
It's not just affecting fans
perception of the program, but
714
00:46:05,500 --> 00:46:09,000
it's real, you know, affecting
how recruits look at the program
715
00:46:09,000 --> 00:46:12,100
as well.
Can I ask you this Christina?
716
00:46:12,100 --> 00:46:15,800
This is, this is bronze Bugaboo.
He hasn't said it yet, but he
717
00:46:15,800 --> 00:46:19,200
hates that we cannot get in
front of anything.
718
00:46:20,500 --> 00:46:24,600
The spring game, being canceled,
literally an hour and eight
719
00:46:24,600 --> 00:46:27,800
minutes before Ralph Northam,
which we knew was going to be
720
00:46:27,800 --> 00:46:30,400
announced or going 30 percent
capacity.
721
00:46:30,500 --> 00:46:33,100
Yeah.
Yeah there's been other times
722
00:46:33,100 --> 00:46:35,000
too.
Where Brian's been like get out
723
00:46:35,000 --> 00:46:38,400
in front of these easy things
where you don't like brown just
724
00:46:38,400 --> 00:46:41,500
said played am in control.
So when you see this happen I
725
00:46:41,508 --> 00:46:45,600
want you to think about my
partner here space and how we
726
00:46:45,600 --> 00:46:48,300
get angry.
And I'm using the way to getting
727
00:46:48,300 --> 00:46:52,700
the Skype or the text messages
like get in front of this.
728
00:46:52,900 --> 00:46:56,800
This is your job.
It's the easy stuff that bothers
729
00:46:56,800 --> 00:46:59,400
me.
I'll go to the spring game.
730
00:47:00,500 --> 00:47:03,100
Whether I know people either
want to have it or don't have it
731
00:47:03,100 --> 00:47:07,700
that that's beside the point.
But to me you made this
732
00:47:07,700 --> 00:47:09,900
announcement on your own time.
No one told you.
733
00:47:09,900 --> 00:47:12,300
You had to make this
announcement at a given time.
734
00:47:13,200 --> 00:47:16,600
You choose number one before the
Northam comments that day,
735
00:47:17,000 --> 00:47:22,500
number two, You either didn't
see Fallout coming from this, or
736
00:47:22,500 --> 00:47:26,100
you saw it and decided we're
going to announce this now, but
737
00:47:26,100 --> 00:47:30,300
announce our contingency for
this an hour later or three
738
00:47:30,300 --> 00:47:32,600
hours later or the next day, I
can't remember what it was.
739
00:47:32,600 --> 00:47:36,100
But include what your
contingency is.
740
00:47:36,100 --> 00:47:38,400
If you're not going to have the
spring game in the announcement
741
00:47:38,400 --> 00:47:40,600
that you're not having the
spring game Henry?
742
00:47:41,200 --> 00:47:47,700
Well I think I think for me it
comes down to you need to be
743
00:47:47,700 --> 00:47:52,800
prepared for The worst and press
conferences, and any of those,
744
00:47:52,800 --> 00:47:56,100
and no one could have seen, no
one could have seen this coming
745
00:47:56,100 --> 00:47:59,900
and we saw this.
I mean, I'd like to think that
746
00:47:59,900 --> 00:48:02,600
the NCAA thought I was bullying
them last year because they were
747
00:48:02,600 --> 00:48:08,900
useless, but I don't know.
But there's supposed to be there
748
00:48:08,900 --> 00:48:12,300
needs to be someone and it's
usually good if it's your PR
749
00:48:12,300 --> 00:48:14,900
person because they need to,
they need to be able to smell
750
00:48:14,900 --> 00:48:19,400
trouble before it hits.
But you need Marvel fans, you
751
00:48:19,400 --> 00:48:24,400
need a doctor, strange Doctor
Strange on your team.
752
00:48:24,400 --> 00:48:28,000
You need someone who's going to
be able to see like full game
753
00:48:28,000 --> 00:48:29,800
theory.
What are all the ways?
754
00:48:29,800 --> 00:48:33,400
This could go?
What is for, what are the
755
00:48:33,400 --> 00:48:35,500
possible things?
What are the possible things
756
00:48:35,500 --> 00:48:38,300
that we could do?
What does each variation look
757
00:48:38,300 --> 00:48:41,100
like assuming?
This is the next is the next
758
00:48:41,100 --> 00:48:44,800
thing, what happens and then
communicating at Foley with
759
00:48:44,800 --> 00:48:47,900
whoever needs to know that so
that you have everything in
760
00:48:47,900 --> 00:48:50,700
place Lace.
So when you know that a great
761
00:48:50,700 --> 00:48:52,300
Governor is going to say this,
cool.
762
00:48:52,400 --> 00:48:55,700
Well, this is, this is the
contingency plan that aligns.
763
00:48:55,700 --> 00:48:59,100
With that directive.
We can have landing page made
764
00:48:59,100 --> 00:49:01,700
up.
We can have it live quickly.
765
00:49:01,900 --> 00:49:05,300
We can have everything that we
need but it comes down to
766
00:49:05,300 --> 00:49:07,700
planning and being prepared for
the worst.
767
00:49:08,000 --> 00:49:12,800
When you have a, when you a
perfect example, how many years
768
00:49:12,900 --> 00:49:16,100
did they ask for donations after
a football game loss?
769
00:49:16,600 --> 00:49:21,100
Every game isn't Something you
could have paused or purposely
770
00:49:21,100 --> 00:49:24,100
sent the donation email before
the game in.
771
00:49:24,100 --> 00:49:28,900
Like I kind of deal, you know
I'm saying like yeah it's the
772
00:49:28,900 --> 00:49:34,000
little marketing and PR move
that they stopped sending the
773
00:49:34,000 --> 00:49:36,500
emails asking for money.
After that after the losses
774
00:49:36,500 --> 00:49:40,100
because everyone got really
angry and loud about how that
775
00:49:40,100 --> 00:49:42,900
was a bad choice.
You just have flown out by pit.
776
00:49:43,000 --> 00:49:47,600
How about donating to the marks
is probably the most ideal time
777
00:49:47,600 --> 00:49:49,800
to send.
Nothing like that, especially
778
00:49:49,800 --> 00:49:52,700
only home game would be a mass
blast.
779
00:49:52,700 --> 00:49:57,000
What 90 minutes before kickoff
when everybody's in the parking
780
00:49:57,000 --> 00:49:59,900
lot with their iPhones and
drinking beer and having a great
781
00:49:59,900 --> 00:50:02,200
time?
Okay, clock wants to donate, 20
782
00:50:02,200 --> 00:50:03,800
bucks.
Yeah, let's do it.
783
00:50:04,400 --> 00:50:07,100
If that's something you're
talking about like the opportune
784
00:50:07,100 --> 00:50:10,100
times like if you have them with
cold again, if you have a loss?
785
00:50:10,100 --> 00:50:13,800
No, don't think about that.
But what your contingency plan
786
00:50:13,800 --> 00:50:17,300
for the next week or so you're
saying this and I'm sitting in
787
00:50:17,300 --> 00:50:20,600
here.
Novice Christina saying if you
788
00:50:20,607 --> 00:50:25,200
were to email me or send
something on Twitter or anything
789
00:50:25,200 --> 00:50:28,100
like that, a few hours before
the game, whether I'm sitting
790
00:50:28,100 --> 00:50:32,800
here in my my man cave or I'm
down at tops in Blacksburg
791
00:50:33,100 --> 00:50:37,900
having a real you said that I'm
feeling good.
792
00:50:38,600 --> 00:50:40,600
Yep.
I've got a buzz about my body
793
00:50:40,600 --> 00:50:43,700
about the game that day where I
just might say screw it's in ten
794
00:50:43,700 --> 00:50:47,300
bucks.
It's the thing is that was that
795
00:50:47,300 --> 00:50:50,600
like And this is gonna sound
really bad for any marketers on,
796
00:50:50,600 --> 00:50:53,400
but they'll agree with me.
Get in the head of your
797
00:50:53,400 --> 00:50:57,500
customer, and really think about
the customer experience.
798
00:50:57,900 --> 00:50:59,900
Like, you don't need a marketing
class.
799
00:50:59,900 --> 00:51:03,300
You need to be able to think
like the person you want to
800
00:51:03,308 --> 00:51:07,800
Target.
Really swim in that.
801
00:51:08,900 --> 00:51:14,900
Like you said, where are you
going to be the most height, the
802
00:51:14,900 --> 00:51:19,500
most Pro Hokies the most loose
with your wallet just before the
803
00:51:19,500 --> 00:51:21,600
start of a game that's before
the start of the game.
804
00:51:21,600 --> 00:51:23,700
I'm excited for the leave it.
If I'm sitting at home.
805
00:51:23,700 --> 00:51:25,600
I'm excited for what I'm about
to watch.
806
00:51:26,000 --> 00:51:30,200
I'm engaged with the program as
optimistic as I'm going to be is
807
00:51:30,200 --> 00:51:32,600
before just before that kickoff.
Yep.
808
00:51:32,600 --> 00:51:35,100
Regardless of what happens win
or lose the most optimistic.
809
00:51:35,100 --> 00:51:37,000
I'm probably going to be about
this game is just before
810
00:51:37,000 --> 00:51:38,300
kickoff.
Yep.
811
00:51:39,100 --> 00:51:41,100
That's we're going to feel the
best about the program.
812
00:51:41,600 --> 00:51:44,400
What I can do is you can even do
it as like.
813
00:51:44,800 --> 00:51:46,200
I know that nonprofits can do
this.
814
00:51:46,200 --> 00:51:49,100
I don't know if they'd be able
to do it, but having like a text
815
00:51:49,100 --> 00:51:55,800
campaign like text hashtag
Hokies to 5, 4, 3, 2 1 and you
816
00:51:55,800 --> 00:52:03,000
get 20 cent $25.
That is and I mean as we're
817
00:52:03,000 --> 00:52:06,100
moving forward, this whole thing
with donations, we're going to
818
00:52:06,100 --> 00:52:10,800
need a lot more money coming in
especially relative to the what
819
00:52:10,800 --> 00:52:14,600
people in the ACC or doing
because we're already falling
820
00:52:14,600 --> 00:52:18,300
behind on that front, especially
on the individual donation side
821
00:52:18,300 --> 00:52:21,800
of things.
In terms of what we are putting
822
00:52:21,800 --> 00:52:25,700
funding wise into the program.
We're about middle of the pack
823
00:52:25,700 --> 00:52:29,300
in terms of total money and
we're towards like the back
824
00:52:29,300 --> 00:52:31,700
third.
In terms of donations.
825
00:52:32,900 --> 00:52:35,800
We got to figure out something
to get, get those in here and it
826
00:52:35,800 --> 00:52:39,700
and I know winning helps but in
lieu of that we're going to
827
00:52:39,707 --> 00:52:40,800
need.
It need to figure out another
828
00:52:40,800 --> 00:52:45,600
way to get more folks engaged in
the program, both with, you know
829
00:52:45,900 --> 00:52:49,800
putting asses in seats at game
but also putting money into the
830
00:52:49,800 --> 00:52:54,000
the into hope Club.
Well here's the thing, hokey
831
00:52:54,000 --> 00:52:57,300
Club, when you think about
Hockey Club, what do you what is
832
00:52:57,400 --> 00:53:01,500
like your first thought?
Drive for 25.
833
00:53:02,200 --> 00:53:04,500
But you know what?
It should feel like, the hunky
834
00:53:04,500 --> 00:53:07,900
Club should be ran like an
ambassador program, not like an
835
00:53:07,900 --> 00:53:10,800
entry-level donation Point.
That's what, that's what
836
00:53:10,800 --> 00:53:14,600
probably Club is.
It's, it's here's your entry to
837
00:53:14,600 --> 00:53:17,600
becoming a donor to Virginia
Tech football, and that's not
838
00:53:17,600 --> 00:53:19,600
what it should be.
It should be an ambassador
839
00:53:19,600 --> 00:53:23,900
program.
Where everyone that gets to be a
840
00:53:23,900 --> 00:53:27,700
part of that is given tools that
they can share their fan Hood.
841
00:53:27,900 --> 00:53:30,200
Here's the latest.
Here's the latest graphic.
842
00:53:30,200 --> 00:53:32,400
We're going to give you that you
can share on social before
843
00:53:32,400 --> 00:53:34,500
anyone else.
Here's a special Banner that you
844
00:53:34,500 --> 00:53:36,200
can put for your Twitter and
Facebook.
845
00:53:36,300 --> 00:53:38,500
Here's here's a Keepsake that
you can have.
846
00:53:38,500 --> 00:53:42,900
Here's here's, here's a free
ticket to bring someone who's
847
00:53:42,900 --> 00:53:49,800
never been to a hoagie game like
just it shouldn't feel like now
848
00:53:49,800 --> 00:53:53,900
it feels like It feels like
Hokie Club is the token answer
849
00:53:53,900 --> 00:53:56,000
for.
Do I, do you support Virginia
850
00:53:56,000 --> 00:53:58,600
Tech football with your money
and people say yes I'm hoping
851
00:53:58,600 --> 00:54:02,900
Club member That's it.
Shouldn't feel like it's tied to
852
00:54:02,900 --> 00:54:05,400
money poke Club.
Should never feel like it's tied
853
00:54:05,400 --> 00:54:09,700
to money.
It should feel like that's your
854
00:54:09,700 --> 00:54:15,600
entry into becoming the person
who gets to be on the field, the
855
00:54:15,600 --> 00:54:18,500
person who gets to help the
person who gets to weave
856
00:54:18,500 --> 00:54:22,000
themselves into the history of
Virginia Tech, it should feel
857
00:54:22,000 --> 00:54:27,200
like that is how you enter the
community, it should feel
858
00:54:27,200 --> 00:54:30,600
emotional, you shouldn't be tied
to money, should be tied to
859
00:54:30,600 --> 00:54:34,300
emotion.
Like what I would love to say
860
00:54:34,300 --> 00:54:40,000
honestly as soon as things are
open and as soon as it's safe
861
00:54:40,000 --> 00:54:42,800
for us all to congregate, I
would love for there to be a
862
00:54:42,800 --> 00:54:47,200
field day at Lane know y'all go.
Yep, that'd be really cool.
863
00:54:47,200 --> 00:54:51,000
Just be in that Stadium again.
You can have layers.
864
00:54:51,300 --> 00:54:55,500
You can have past players, you
can have the staff but it
865
00:54:55,500 --> 00:55:00,000
literally is like the whole
point, the whole point.
866
00:55:00,900 --> 00:55:04,900
Is you go and you get to stay in
on the field and you get to meet
867
00:55:04,900 --> 00:55:07,600
some of your favorite players
and you get to hang out and hug
868
00:55:07,600 --> 00:55:10,400
your friends that you would
normally you haven't seen in
869
00:55:10,400 --> 00:55:12,700
months.
But used to tailgate with all
870
00:55:12,700 --> 00:55:17,500
the time, just do like a fifty
dollar, a ticket field day and
871
00:55:17,500 --> 00:55:22,200
you get to go and you get to
hang out and you get to hug your
872
00:55:22,200 --> 00:55:24,200
hokey friends.
There you go.
873
00:55:25,100 --> 00:55:27,600
Let's talk about that a little
bit more because I feel like in
874
00:55:27,600 --> 00:55:32,700
terms of the events that are
engaging, Fans and getting fans
875
00:55:33,100 --> 00:55:35,700
access to the players and things
like that.
876
00:55:36,000 --> 00:55:40,500
I know covid has pretty much put
the kibosh on that last year and
877
00:55:40,500 --> 00:55:43,300
into this year but that was very
lacking.
878
00:55:43,300 --> 00:55:49,000
Even before the things with
covid, what are some other type
879
00:55:49,000 --> 00:55:51,700
of events or things that you, I
know you just mentioned the the
880
00:55:51,700 --> 00:55:54,200
field day, they're there.
Any other types of events like
881
00:55:54,200 --> 00:55:57,400
that that you think would be
good for the football team to
882
00:55:57,400 --> 00:56:01,800
engage in with the fans.
Yes, I I'm a massive fan of
883
00:56:01,800 --> 00:56:03,800
Peloton.
I have my palate on bike.
884
00:56:04,100 --> 00:56:07,500
Imagine if any of the players
there's got to be a Peloton in
885
00:56:07,500 --> 00:56:11,600
that Barn like there just has to
be and if you don't get one but
886
00:56:11,600 --> 00:56:16,400
imagine if you basically had
like a joint ride and you can
887
00:56:16,400 --> 00:56:20,000
ride with your favorite players
or you can do like the tread and
888
00:56:20,000 --> 00:56:24,400
like on because on Saturdays at
at 10 I do a ride with my
889
00:56:24,400 --> 00:56:27,000
friends from marketing Twitter
and we all get on and we ride
890
00:56:27,000 --> 00:56:30,100
and it's like the leaderboards.
There we high-five each other.
891
00:56:30,700 --> 00:56:34,300
Imagine imagine because these
players are working out all the
892
00:56:34,300 --> 00:56:35,000
time.
Anyway.
893
00:56:36,000 --> 00:56:39,200
Imagine if you got to be on a
ride with one of your favorite
894
00:56:39,200 --> 00:56:41,300
players.
Yeah, that'd be pretty cool.
895
00:56:42,900 --> 00:56:44,900
Pretty, pretty cool.
You get to BU get to be Peloton
896
00:56:44,900 --> 00:56:46,600
buddies with.
So and so you get to see their
897
00:56:46,600 --> 00:56:49,100
name on the leaderboard and it's
going to push you harder than
898
00:56:49,100 --> 00:56:51,600
you would ever been pushed
because you're going to want to
899
00:56:51,600 --> 00:56:54,300
get as close to their to their
personal best.
900
00:56:54,300 --> 00:56:58,400
As you can imagine.
How special that would be and
901
00:56:58,400 --> 00:57:00,500
all you need is one Peloton
bike.
902
00:57:00,700 --> 00:57:03,600
And a tweet, every week, you can
have a different player but
903
00:57:03,600 --> 00:57:07,200
would that tweet?
Be timed at 9 a.m. on Tuesday.
904
00:57:12,100 --> 00:57:15,300
You can almost set your clock to
the to the social media drops
905
00:57:15,300 --> 00:57:18,000
here, you can.
And it's ridiculous.
906
00:57:18,100 --> 00:57:21,700
Although I have noticed,
actually me and Brawn and we
907
00:57:21,707 --> 00:57:24,700
were discussing yesterday, all
the things we want to talk about
908
00:57:24,700 --> 00:57:26,700
tonight.
We kind of been going through it
909
00:57:26,700 --> 00:57:31,800
and it has been more random good
about last ten or Of days and we
910
00:57:31,800 --> 00:57:36,400
say that like retweeted a tie
rod one of his personal, not
911
00:57:36,400 --> 00:57:40,500
something they created and put
out David plenty and other guys.
912
00:57:41,000 --> 00:57:43,500
But let me ask this about
Twitter.
913
00:57:44,000 --> 00:57:46,600
Yeah.
And if you don't want to answer
914
00:57:46,600 --> 00:57:53,100
it you don't have to give me a
number grade that you would give
915
00:57:53,100 --> 00:57:55,700
the Virginia Tech football.
Twitter account, number great,
916
00:57:55,800 --> 00:57:59,900
not letter number grade, 1 to
100.
917
00:58:00,700 --> 00:58:03,700
It's an 80, it's an 80 they're
doing.
918
00:58:03,700 --> 00:58:08,800
Okay, I'm glad that they're,
it's, it's their Twitter wears a
919
00:58:08,808 --> 00:58:18,200
tie.
It's, it's, it's to curated the
920
00:58:18,200 --> 00:58:23,800
copies to clean the scheduling's
to like specific even if it's a
921
00:58:23,808 --> 00:58:26,200
brand needs.
Well, it needs to feel like
922
00:58:26,200 --> 00:58:29,200
there's a fan at the bank.
Okay.
923
00:58:29,200 --> 00:58:31,700
So I'll go back to McDonald's
because I know someone on their
924
00:58:31,700 --> 00:58:33,600
social media team and I love
what they're doing.
925
00:58:34,000 --> 00:58:36,700
Some of the best stuff that
McDonald's has been doing is
926
00:58:36,700 --> 00:58:39,600
they're being incredibly
vulnerable, and real, and
927
00:58:39,600 --> 00:58:42,200
talking about customer
experience, like one of the
928
00:58:42,200 --> 00:58:45,000
tweets that they did that, they
did that.
929
00:58:45,000 --> 00:58:47,800
I absolutely loved was, it's
never, how are you doing social
930
00:58:47,800 --> 00:58:49,900
media manager?
It's always one, is McRib coming
931
00:58:49,900 --> 00:58:55,300
back.
War is are you feeling okay?
932
00:58:55,300 --> 00:58:58,100
You've barely touched the top of
your cup because they were like
933
00:58:58,100 --> 00:59:01,300
you poke the the top like you
poke A little bubbles.
934
00:59:01,300 --> 00:59:04,800
Okay, another one was.
Can I get?
935
00:59:05,600 --> 00:59:13,000
It feels so human and so you
want you want it to feel.
936
00:59:14,700 --> 00:59:18,100
Human.
It needs to feel like the person
937
00:59:18,100 --> 00:59:21,400
who's doing the copy and who was
typing, and seeing the same
938
00:59:22,300 --> 00:59:25,300
thing, the same game that you
are in a restricted when you're
939
00:59:25,300 --> 00:59:29,600
frustrated and happy when you're
happy and it's just it's a lot
940
00:59:29,600 --> 00:59:35,300
of hashtags and it's a lot of
emojis and it just doesn't feel
941
00:59:35,400 --> 00:59:37,400
authentic.
Okay.
942
00:59:37,700 --> 00:59:47,600
And so What is it was a tie?
It's a job.
943
00:59:48,800 --> 00:59:52,900
It feels like it's, it's a job.
It's not like like you say it's
944
00:59:52,900 --> 00:59:58,000
a fan wear everyday us three is
fans of Virginia Tech football.
945
00:59:58,300 --> 01:00:01,300
We look at Virginia Tech
football, me and Brian.
946
01:00:01,300 --> 01:00:04,400
I mean, key play.
We look at Tech sideline.
947
01:00:04,400 --> 01:00:06,500
We look at your Twitter account
when you're saying something
948
01:00:06,500 --> 01:00:09,700
about it.
We look at former players and
949
01:00:09,707 --> 01:00:13,600
that's what it you're right.
And you just, that is just such
950
01:00:13,600 --> 01:00:17,000
a A great analogy to what our
Twitter is.
951
01:00:17,100 --> 01:00:20,200
And and I'm going to say what I
said a couple seconds ago.
952
01:00:20,600 --> 01:00:25,700
This is a football, Twitter
ball, is he nice wear your tie
953
01:00:25,800 --> 01:00:30,500
very cordial sport.
It's pop, it's hitting each
954
01:00:30,500 --> 01:00:34,100
other, it's a lot.
But let's also compare it to a
955
01:00:34,100 --> 01:00:37,800
know we talked about Mike young
earlier, but let's compare the
956
01:00:38,100 --> 01:00:42,100
Hokies Football Twitter account
with the Hokies men's basketball
957
01:00:42,300 --> 01:00:46,900
Twitter account.
And the type of Engagement that
958
01:00:46,900 --> 01:00:49,800
they were getting this season
and the type of tweets that they
959
01:00:49,800 --> 01:00:53,300
were sending out and how those
were tracking with the fan base
960
01:00:54,100 --> 01:01:00,000
and it's night and day and I
know who runs that account and
961
01:01:00,000 --> 01:01:06,600
I'd they're younger and they are
passionate about the team.
962
01:01:07,600 --> 01:01:11,900
And it reads it reads that way.
I mean there's I also love the
963
01:01:11,900 --> 01:01:17,900
fact that I love that there
doesn't always have to be there,
964
01:01:17,900 --> 01:01:21,100
doesn't always have to be a
graphic, okay?
965
01:01:21,500 --> 01:01:25,000
And you can be playful with
Emoji playful with gifts.
966
01:01:25,000 --> 01:01:32,900
And you can, I love that there
is it just feels like I can tell
967
01:01:32,900 --> 01:01:36,400
a fan is running the basketball
account.
968
01:01:37,200 --> 01:01:40,100
It feels like they're watching
the game with us.
969
01:01:40,500 --> 01:01:45,000
Yep, yep.
And I am also a fan of if you
970
01:01:45,000 --> 01:01:47,500
can do short, copy always do
short.
971
01:01:47,500 --> 01:01:52,500
It's so much easier.
Like it's the shorter.
972
01:01:52,800 --> 01:01:55,000
It is.
The more likely it is to come
973
01:01:55,000 --> 01:02:01,000
across as pithy and get to the
point the more copy there is the
974
01:02:01,000 --> 01:02:03,600
more it feels didactic and
serious.
975
01:02:04,100 --> 01:02:08,200
Like I don't need it to be
serious like Hype me up like
976
01:02:08,200 --> 01:02:11,100
make it, make it feel special.
Let me, let me know what you're
977
01:02:11,100 --> 01:02:16,000
doing, and then I like that,
they, I like that.
978
01:02:16,000 --> 01:02:18,700
Both of them that both accounts
are starting to share, like,
979
01:02:18,700 --> 01:02:21,900
third-party content, but I think
there's opportunities to do
980
01:02:21,900 --> 01:02:26,200
something really cool.
Like, for example, I would love
981
01:02:26,200 --> 01:02:29,400
it.
If they brought back one of
982
01:02:29,400 --> 01:02:36,000
like, find an old, find an older
and older player, alumni who are
983
01:02:36,000 --> 01:02:39,300
really good on.
Who get it, have them do a take
984
01:02:39,300 --> 01:02:45,600
over for the game, okay?
Me account, the day, it'll give
985
01:02:45,600 --> 01:02:48,100
it'll get flavor, it'll feel
very different.
986
01:02:48,100 --> 01:02:51,300
People who've never turned in
before, will turn in to say hi.
987
01:02:52,000 --> 01:02:54,900
I think I think there's just so
many opportunities to be able to
988
01:02:54,900 --> 01:02:56,600
do that.
The other thing that I think was
989
01:02:56,600 --> 01:03:01,500
a missed opportunity was there
weren't a lot of players that
990
01:03:01,500 --> 01:03:04,200
were.
There were a lot of people who
991
01:03:04,200 --> 01:03:06,800
are able to watch the game last
year and there were a couple
992
01:03:06,900 --> 01:03:09,400
Couple people who were able to
go and did like a few minute
993
01:03:09,400 --> 01:03:12,400
lives.
But what I think would have been
994
01:03:12,400 --> 01:03:17,500
really, really, really cool.
Is they because they ask for
995
01:03:17,500 --> 01:03:20,800
money like can you will will
take your money and you just
996
01:03:20,800 --> 01:03:23,400
like forgive your seat.
Yeah yeah.
997
01:03:23,600 --> 01:03:28,500
What if you did a private like
what if you did a video you
998
01:03:28,500 --> 01:03:32,400
linked it and you have a camera
from one specific, see?
999
01:03:32,400 --> 01:03:35,500
It could be at the 50-yard line
and you just have someone
1000
01:03:35,500 --> 01:03:40,200
recording live and you get
access to that to that feed.
1001
01:03:40,300 --> 01:03:42,500
So you get to watch the game
from that seat for the whole
1002
01:03:42,500 --> 01:03:44,100
game.
Instead of watching it on TV,
1003
01:03:44,100 --> 01:03:46,500
you get to actually it's as
close as To get to feeling like
1004
01:03:46,500 --> 01:03:50,000
you're in the stadium and you
pay extra for it, whatever you
1005
01:03:50,000 --> 01:03:52,100
wanted to put for it.
But you can call it like the
1006
01:03:52,100 --> 01:03:56,400
50-yard, the 50-yard seat.
Yeah, someone will be there and
1007
01:03:56,400 --> 01:04:00,000
they'll move the cameras, the
plays are happening, but you'll
1008
01:04:00,000 --> 01:04:03,500
get to be as close as you can to
being Lane.
1009
01:04:03,500 --> 01:04:05,500
During all of that.
I feel like that was a missed
1010
01:04:05,500 --> 01:04:07,400
opportunity.
Yep.
1011
01:04:07,400 --> 01:04:09,900
That would have been awesome to
do something like an auction
1012
01:04:11,200 --> 01:04:14,000
online into the bid for that
because there would have been
1013
01:04:14,000 --> 01:04:17,600
people probably well Out of our
price range, that would have
1014
01:04:17,600 --> 01:04:21,800
wanted to do that and you're
raising money and maybe you
1015
01:04:21,800 --> 01:04:23,500
don't even go with just one
whole game.
1016
01:04:23,500 --> 01:04:27,400
Maybe you do one special for the
whole game and then what we are
1017
01:04:27,400 --> 01:04:31,300
doing is five minutes of the
seat.
1018
01:04:31,400 --> 01:04:34,100
You get to tune in and see it
increase.
1019
01:04:34,100 --> 01:04:36,300
How much you pay?
I love that idea.
1020
01:04:37,500 --> 01:04:42,700
You've mentioned a lot of things
you would love to do, but as we
1021
01:04:42,700 --> 01:04:46,000
move on the road forward, what
are your top Top three.
1022
01:04:46,000 --> 01:04:49,800
What are the three big things
that for us as fans?
1023
01:04:51,000 --> 01:04:53,100
What do you think we need to see
changed in?
1024
01:04:53,100 --> 01:04:54,700
What would you do?
What would be your prescription
1025
01:04:54,700 --> 01:04:57,300
to say?
We are screwing up doing this.
1026
01:04:57,300 --> 01:05:01,800
Here's how we fix it.
Number one needs to be PR 100
1027
01:05:01,800 --> 01:05:04,900
percent.
We need to determine, they need
1028
01:05:04,900 --> 01:05:07,100
to determine where the line is.
And if they've already
1029
01:05:07,100 --> 01:05:09,700
determined it, they need to move
it back further than where they
1030
01:05:09,700 --> 01:05:12,900
have it.
They need to make it very clear.
1031
01:05:12,900 --> 01:05:14,800
What's accessible to the fans?
What's not?
1032
01:05:14,800 --> 01:05:17,600
What is the cutoff for point?
A, what is the cutoff for wit?
1033
01:05:17,600 --> 01:05:20,800
What is the cutoff with alumni
pass players?
1034
01:05:21,600 --> 01:05:23,800
What does that look like?
They need to determine where
1035
01:05:23,800 --> 01:05:25,900
that line is.
Like, where is the wall?
1036
01:05:25,900 --> 01:05:29,600
Because there's a wall, but
where is it big wall?
1037
01:05:30,000 --> 01:05:36,700
And it needs to be pushed back.
Along a long ways bad.
1038
01:05:36,800 --> 01:05:40,400
Yes, kids can't go to scrimmages
us as fans.
1039
01:05:40,400 --> 01:05:44,600
Can't go to scrimmages.
I mean, it was a miracle.
1040
01:05:44,600 --> 01:05:48,100
When you saw Andy bitter and the
writer say we got to go into 15
1041
01:05:48,100 --> 01:05:53,900
periods of practice.
And it's just kind of like there
1042
01:05:53,900 --> 01:05:55,700
shouldn't be.
How was that?
1043
01:05:55,700 --> 01:06:01,500
At least not once a month?
If not, once a week, number one,
1044
01:06:01,700 --> 01:06:04,600
he are pushing that wall.
Yes.
1045
01:06:05,100 --> 01:06:08,400
Okay.
What's the second second is, you
1046
01:06:08,400 --> 01:06:15,800
need to rebuild the relationship
between the press and the the
1047
01:06:15,800 --> 01:06:19,500
admin and the coaches.
And that's going to come down to
1048
01:06:19,500 --> 01:06:23,400
being prepared.
Were interviews being prepared
1049
01:06:23,400 --> 01:06:26,500
for press conferences, being
prepared for things that are
1050
01:06:26,500 --> 01:06:29,600
completely uncomfortable.
And so that's going to come down
1051
01:06:29,600 --> 01:06:34,800
to practice, that's classic.
PR having like literally me Amir
1052
01:06:34,800 --> 01:06:38,900
someone in the back of the room
shouting out, the one question,
1053
01:06:38,900 --> 01:06:43,700
they hope no one asked because
you'd rather me ask it or the pr
1054
01:06:43,700 --> 01:06:48,700
person ask it, then someone who
works for the Roanoke Times or
1055
01:06:48,700 --> 01:06:51,700
someone else and then you want
End up yelling them out of the
1056
01:06:51,700 --> 01:06:55,200
room because you need that
person on your side.
1057
01:06:55,200 --> 01:06:57,600
You need that person to want you
to be successful because they're
1058
01:06:57,600 --> 01:06:59,900
going to be paid to cover you
whether you win or lose the
1059
01:06:59,908 --> 01:07:01,300
game.
Yep.
1060
01:07:01,700 --> 01:07:05,100
You want them hope you win.
Kind of like when Mike Barber
1061
01:07:05,100 --> 01:07:07,800
ask for went after the pit game.
Hey, have you thought about
1062
01:07:09,200 --> 01:07:13,100
taking over play calling?
And he answered that's ludicrous
1063
01:07:13,100 --> 01:07:15,800
crap.
And every single one of those
1064
01:07:15,800 --> 01:07:18,700
fan said, bullshit, it's not a
ludicrous.
1065
01:07:18,700 --> 01:07:22,500
The crap answer.
To this question, sir, the best
1066
01:07:22,500 --> 01:07:25,000
of the best.
We looked all seasons went was
1067
01:07:25,000 --> 01:07:27,300
the first game when he calls the
plays.
1068
01:07:34,600 --> 01:07:40,200
We have argued that, I think a
lot of people were thinking that
1069
01:07:40,200 --> 01:07:44,200
question, and I mean I've I'm
probably less critical of the
1070
01:07:44,200 --> 01:07:46,300
offense as a whole than most
fans.
1071
01:07:46,300 --> 01:07:52,900
But I I really get on corn with
Situational play calling and how
1072
01:07:52,900 --> 01:07:56,800
slow he is to adapt when what he
does is not working.
1073
01:07:57,400 --> 01:08:01,700
And that's a lie, that is a
reasonable assessment, and when
1074
01:08:01,700 --> 01:08:05,000
they should have been able to
address that question, better
1075
01:08:05,000 --> 01:08:07,400
than he did in just shutting it
down and moving on.
1076
01:08:08,800 --> 01:08:12,200
I think also, I think that
question should have been
1077
01:08:12,200 --> 01:08:14,000
answered.
I found it was very valid
1078
01:08:14,000 --> 01:08:17,700
because I agreed with that.
I think the other thing is there
1079
01:08:17,700 --> 01:08:21,700
needs to be better communication
about why certain decisions are
1080
01:08:21,700 --> 01:08:23,600
being made.
Especially when they occur
1081
01:08:23,600 --> 01:08:25,200
multiple times.
Yep.
1082
01:08:25,600 --> 01:08:29,500
We lost a lot of quality talent
and not to the draft and it was
1083
01:08:29,500 --> 01:08:38,500
because we're under utilized and
I I feel bad for all of our
1084
01:08:38,500 --> 01:08:43,600
quarterbacks because we have
some really talented young men,
1085
01:08:44,300 --> 01:08:47,500
and I feel like none of them got
to properly show off.
1086
01:08:48,600 --> 01:08:52,500
And if one of them had been my
son, I wouldn't have had him
1087
01:08:52,500 --> 01:08:56,700
stay, I would have had to leave
for a better opportunity to
1088
01:08:58,100 --> 01:09:02,100
yeah, because the ones that got
an opportunity, I think we're
1089
01:09:02,100 --> 01:09:05,600
utilized poorly relative to
their skill set.
1090
01:09:05,600 --> 01:09:08,800
And then there were others that
did not get the opportunity to
1091
01:09:08,800 --> 01:09:11,399
really put their talents on
display.
1092
01:09:12,200 --> 01:09:15,800
I feel like especially towards
the end of the year we were
1093
01:09:15,800 --> 01:09:20,500
using hand and hooker like
Battering ram and not like a
1094
01:09:20,500 --> 01:09:23,899
quarterback.
I feel so bad for how he was
1095
01:09:23,899 --> 01:09:25,899
treated and how the whole season
went for him.
1096
01:09:25,899 --> 01:09:29,500
He deserves so much better.
Yep, I think it also.
1097
01:09:29,500 --> 01:09:34,200
I think the lack of PR training
also impacted how press
1098
01:09:34,200 --> 01:09:38,300
conferences were handled.
Could because they they were
1099
01:09:38,300 --> 01:09:41,300
prepared for the worst and the
fact that they knew they lost a
1100
01:09:41,308 --> 01:09:42,899
game.
So they knew like something bad
1101
01:09:42,899 --> 01:09:45,000
was happening but not prepared
in the fact that they were ready
1102
01:09:45,000 --> 01:09:47,600
to speak.
And so because of that, what you
1103
01:09:47,600 --> 01:09:51,100
have is is the continued
excuses.
1104
01:09:52,000 --> 01:09:57,400
Like I what I loved about being
more and what I love about good
1105
01:09:57,400 --> 01:10:02,400
leaders in general is that when
it's a loss they take it on
1106
01:10:02,400 --> 01:10:06,200
themselves and when it's a when
it was all the players they had
1107
01:10:06,200 --> 01:10:09,500
no part in the wind they had
everything to do in the lost and
1108
01:10:09,500 --> 01:10:11,700
that is the opposite of what
we've been seeing.
1109
01:10:12,000 --> 01:10:13,200
Yeah.
Yep.
1110
01:10:13,600 --> 01:10:16,800
And in fact, even from the
administration it wasn't the
1111
01:10:16,800 --> 01:10:18,100
coaches and it wasn't the
players.
1112
01:10:18,300 --> 01:10:20,800
It wasn't the losing season, it
was the fans fault.
1113
01:10:20,800 --> 01:10:24,200
Like somehow, like I personally
would have liked destroyed our
1114
01:10:24,200 --> 01:10:30,800
do see myself like like the
fans, I'll freely go up and put
1115
01:10:30,800 --> 01:10:32,600
me at like, take me off the
bench for that game.
1116
01:10:32,600 --> 01:10:39,200
I'll run straight for that man.
Yep, it's the defensiveness and
1117
01:10:39,200 --> 01:10:41,800
the lack of accountability is
problematic.
1118
01:10:42,300 --> 01:10:47,800
I'm a firm believer that the
best leaders They take the
1119
01:10:47,800 --> 01:10:51,300
responsibility when things go
bad, and when things, when they
1120
01:10:51,300 --> 01:10:54,500
are the first to share the glory
and that Beamer did that really
1121
01:10:54,500 --> 01:10:58,200
well, he even did that with
other teams whenever they lose.
1122
01:10:58,200 --> 01:11:01,000
He was always so gracious about
the other team and talked about
1123
01:11:01,000 --> 01:11:03,700
how they were well prepared.
And, and so, I think a lot of
1124
01:11:03,700 --> 01:11:08,600
that comes down to the just
needing needing training and
1125
01:11:08,600 --> 01:11:11,500
needing someone to explain what.
It's got to be like that press
1126
01:11:11,500 --> 01:11:15,500
conference, because the power 5
stress is only going to.
1127
01:11:15,700 --> 01:11:20,000
It's only going to keep Coming
and the thing that bothers me
1128
01:11:20,000 --> 01:11:22,700
too, and I've seen fans say
this.
1129
01:11:22,700 --> 01:11:25,800
And I've also seen the
administration say this and
1130
01:11:25,800 --> 01:11:30,100
other people, but you can't use
covid as an excuse because
1131
01:11:30,100 --> 01:11:34,500
covid-19 a Blacksburg problem.
It was a local problem.
1132
01:11:34,500 --> 01:11:37,600
We're not the only people who
have that issue.
1133
01:11:37,600 --> 01:11:40,900
We also weren't the ones who had
it, the worst and the game that
1134
01:11:40,900 --> 01:11:43,700
we perform the best was the one.
We were losing the most guys.
1135
01:11:44,100 --> 01:11:47,600
So that's not it.
Like, you have to Lying to me,
1136
01:11:47,700 --> 01:11:50,000
why?
The first came out, we had the
1137
01:11:50,000 --> 01:11:53,900
most players gone.
We had the most coaches gone and
1138
01:11:53,900 --> 01:11:58,400
we perform, like we wrecked that
game, it was glorious.
1139
01:11:58,700 --> 01:12:04,500
So the excuses of covet is not
going to work because the entire
1140
01:12:04,500 --> 01:12:10,200
world dealt with that, the
entire like the NCAA turned its
1141
01:12:10,200 --> 01:12:14,500
back on all the teams.
Not just Virginia Tech, like the
1142
01:12:14,500 --> 01:12:16,500
ACC had to figure out its own
thing every day.
1143
01:12:16,600 --> 01:12:18,000
Vision had to figure out its own
thing.
1144
01:12:18,000 --> 01:12:20,000
Everyone had to figure out what
was happening.
1145
01:12:20,300 --> 01:12:22,600
Every school had to figure out
what they were going to do and
1146
01:12:22,600 --> 01:12:25,400
what not?
They weren't going to do and so,
1147
01:12:26,200 --> 01:12:30,000
yes, changes.
Yes, it was a massive challenge
1148
01:12:30,600 --> 01:12:36,000
but it's what everybody's
challenge is challenge.
1149
01:12:36,000 --> 01:12:39,800
So, that's not it.
Like, you have to accept that
1150
01:12:39,800 --> 01:12:42,800
like something bad happened to
all of us and some teams adapted
1151
01:12:42,800 --> 01:12:47,200
better coming later this summer
will be Brian and Tina's.
1152
01:12:47,200 --> 01:12:49,600
NCAA bash session.
I'm sure y'all.
1153
01:12:50,800 --> 01:12:52,900
Yeah, you're for it.
Oh my gosh.
1154
01:12:52,900 --> 01:12:54,600
I'm so here for.
Oh gosh.
1155
01:12:55,800 --> 01:12:58,700
Is there a worst governing body
in the world?
1156
01:12:58,700 --> 01:13:02,800
Maybe it's flavie FIFA, maybe
FIFA.
1157
01:13:02,900 --> 01:13:16,000
Yeah, people didn't even see
double life to bring you back in
1158
01:13:16,000 --> 01:13:28,200
somewhere.
And it's going to help you need
1159
01:13:28,400 --> 01:13:31,300
to.
Just got to make it fun again.
1160
01:13:32,300 --> 01:13:36,800
These are make it fun again you
just got to make it feel the
1161
01:13:36,800 --> 01:13:41,300
beauty of Virginia Tech is that
it's big while filling small.
1162
01:13:41,700 --> 01:13:43,600
It is.
It's huge while filling
1163
01:13:43,600 --> 01:13:47,700
intimate.
Your I am a Infj by Nature.
1164
01:13:47,700 --> 01:13:51,600
So I'm introverted can't
probably tell but I'm
1165
01:13:51,600 --> 01:13:54,600
introverted, but I died because
of that, I don't like crowded
1166
01:13:54,600 --> 01:13:57,300
areas.
Like I'm not a crowd person
1167
01:13:58,300 --> 01:14:05,400
except for two things or three
things Lane stadium in bounds
1168
01:14:05,400 --> 01:14:11,300
the conference.
And Foo Fighter concerts because
1169
01:14:12,900 --> 01:14:17,600
you go in there.
And it's electric and you're
1170
01:14:17,600 --> 01:14:24,400
surrounded by tens of thousands
of friends, you're not strangers
1171
01:14:24,400 --> 01:14:26,500
and Hokie Nation.
You can be on the other side of
1172
01:14:26,500 --> 01:14:28,300
the world and if you see if
you're in the airport and you
1173
01:14:28,308 --> 01:14:31,100
see someone else wearing a
hokie, I hope you anything.
1174
01:14:32,100 --> 01:14:37,900
You don't just walk past, we are
all a part of this family, this
1175
01:14:37,900 --> 01:14:41,100
community.
It's a core part of what we are.
1176
01:14:41,100 --> 01:14:44,000
It's it makes or breaks our
weekend.
1177
01:14:44,700 --> 01:14:50,600
It dictates when we have our
weddings, it like, it's so
1178
01:14:50,600 --> 01:14:59,500
Central to our lives. and so all
of this, with the losses and the
1179
01:14:59,500 --> 01:15:06,500
stress, And the rumors and the
worries and that the fear of
1180
01:15:06,500 --> 01:15:10,600
instability and not knowing,
what's going to happen next,
1181
01:15:11,400 --> 01:15:13,600
it's drained.
A lot of fans.
1182
01:15:14,800 --> 01:15:20,100
And all of us the lovers in the
haters, we just want to have fun
1183
01:15:20,100 --> 01:15:24,200
again, we just want to, we just
want to sit and Lane and lose
1184
01:15:24,200 --> 01:15:27,200
our voice screaming.
We just want to dance to the
1185
01:15:27,200 --> 01:15:29,100
Hokey.
Pokey also bring that back.
1186
01:15:29,600 --> 01:15:35,100
We we we want to sing.
We want to yell stick it in
1187
01:15:35,100 --> 01:15:39,600
really loud.
We bring that back back.
1188
01:15:40,200 --> 01:15:47,800
We that's the thing is, there's
There's all this, like I made a
1189
01:15:47,808 --> 01:15:50,400
comment to my husband a couple
years ago.
1190
01:15:50,400 --> 01:15:52,800
It was like after one of those
games was like, clearly spent
1191
01:15:52,800 --> 01:15:55,500
like the annual budget on
fireworks in one night.
1192
01:15:56,600 --> 01:15:58,600
And all I could think was
there's so many things I'd
1193
01:15:58,600 --> 01:16:01,800
rather do with that money.
There's so many other things
1194
01:16:02,100 --> 01:16:04,000
because that's not what makes it
special.
1195
01:16:04,200 --> 01:16:06,200
It's what makes a picture of
look good.
1196
01:16:07,500 --> 01:16:12,900
It's great for an overhead shot
but it's not, that's not the
1197
01:16:12,900 --> 01:16:16,700
people.
And so, the way to make it fun
1198
01:16:16,700 --> 01:16:20,700
again, is to make it about the
people in the community and
1199
01:16:20,700 --> 01:16:23,900
that's the coaches and that's
the fans and that's the players
1200
01:16:24,400 --> 01:16:30,000
and that's everyone who gets to
be inside Lane and so, When the
1201
01:16:30,000 --> 01:16:34,700
world opens up and we're able to
go to Lane again. it's going to
1202
01:16:34,700 --> 01:16:39,900
feel like a spiritual experience
for some of us and it should It
1203
01:16:39,900 --> 01:16:42,700
should feel like your heart is
right where it's supposed to be
1204
01:16:42,700 --> 01:16:48,700
back again.
There's there's such, there's so
1205
01:16:48,700 --> 01:16:52,800
many people who don't who don't
like football, who don't get
1206
01:16:52,800 --> 01:16:55,900
college football, who don't
understand how painful it was
1207
01:16:55,900 --> 01:16:59,400
this past year that you don't
get to do that.
1208
01:16:59,800 --> 01:17:02,100
Yeah.
And just watching it on TV isn't
1209
01:17:02,100 --> 01:17:05,600
the same.
And it's because you lose that
1210
01:17:05,600 --> 01:17:10,800
human connection, you lose those
rituals you're not in the thick
1211
01:17:10,800 --> 01:17:15,700
of it, you're not actually
they're experiencing it and so I
1212
01:17:15,700 --> 01:17:20,600
hope that they find
Opportunities to to really make
1213
01:17:20,600 --> 01:17:22,400
it fun again.
What I would also love for them
1214
01:17:22,400 --> 01:17:24,400
to do, I don't know if they can
do this.
1215
01:17:24,900 --> 01:17:27,900
There's a lot of players that we
didn't get to see who are not
1216
01:17:27,900 --> 01:17:29,500
going to be at Lane Stadium
again.
1217
01:17:30,300 --> 01:17:33,400
Please do a donation event where
we could like wash them play a
1218
01:17:33,400 --> 01:17:36,100
scrimmage before they leave and
play in the NFL.
1219
01:17:37,500 --> 01:17:41,400
Like, give us a taste of what we
got, but we missed like a tiny
1220
01:17:41,900 --> 01:17:43,800
pay is like forces to pay for
it.
1221
01:17:43,800 --> 01:17:47,100
I don't care.
It's like, that's what those
1222
01:17:47,100 --> 01:17:48,900
spend money on.
Yeah.
1223
01:17:49,200 --> 01:17:52,100
I mean, we missed out on seeing
probably one of the better
1224
01:17:52,100 --> 01:17:56,200
athletes has ever been in.
Virginia Tech play in 2020.
1225
01:17:56,900 --> 01:18:02,800
Yeah, find an opportunity, do if
you can, I don't know if you can
1226
01:18:02,800 --> 01:18:05,600
because there's I'm sure there's
regulations within siebel life
1227
01:18:05,600 --> 01:18:09,200
but if There aren't if there,
there's a way to bring those
1228
01:18:09,200 --> 01:18:13,700
players back and just think it
would be amazing to be able to
1229
01:18:13,700 --> 01:18:17,300
watch, like a like a small
scrimmage, and be able to like,
1230
01:18:17,400 --> 01:18:18,500
tell them how much they mean to
us.
1231
01:18:18,500 --> 01:18:23,900
Nothing to as they complain.
A lot about how recruits look at
1232
01:18:23,900 --> 01:18:26,400
Angry Twitter and don't want to
go to Virginia Tech because the
1233
01:18:26,400 --> 01:18:30,000
fans are so hateful.
But they forget the narrative
1234
01:18:30,000 --> 01:18:32,400
that most hockey fans would drop
whatever they were doing to help
1235
01:18:32,400 --> 01:18:36,600
the player.
If they needed anything, even
1236
01:18:36,600 --> 01:18:40,400
after they're gone.
Even after they've even after
1237
01:18:40,400 --> 01:18:44,200
they've, they've graduated, or
they see even after they've
1238
01:18:44,200 --> 01:18:47,400
transferred to other teams.
I wish you nothing.
1239
01:18:47,400 --> 01:18:50,500
But the best are always a hokey.
That's the thing is, there's
1240
01:18:50,800 --> 01:18:54,100
there's so much good will and we
love these players and we want
1241
01:18:54,100 --> 01:18:56,300
them to be happy and we want
them to be successful.
1242
01:18:56,300 --> 01:18:59,600
I mean I will literally only
have five Jersey, because tie
1243
01:18:59,600 --> 01:19:02,900
rod is my man and I've never
wanted to hurt a doctor more in
1244
01:19:02,900 --> 01:19:07,300
my life than when he's all, man.
I was about to like, like I just
1245
01:19:07,300 --> 01:19:09,500
need bail money.
Don't ask Why I just need bail.
1246
01:19:09,500 --> 01:19:13,700
Money Tyrod is the most unlucky
person when he gets a starting
1247
01:19:13,700 --> 01:19:15,400
job.
Like, it seems, like every time
1248
01:19:15,400 --> 01:19:18,200
he gets the starting job,
something bad happens to
1249
01:19:18,200 --> 01:19:22,600
intervene in his ability to just
do his thing.
1250
01:19:23,100 --> 01:19:26,200
Circle around tie rod with like,
to light candles and be like, we
1251
01:19:26,200 --> 01:19:29,300
just need all the Good Vibes for
you but that's the thing like we
1252
01:19:29,300 --> 01:19:33,700
all have her favorite player.
Yeah everything we all have a
1253
01:19:33,700 --> 01:19:35,500
favorite player.
We all have our favorite play.
1254
01:19:35,700 --> 01:19:37,600
We're all going to talk about
Danny call until the day or
1255
01:19:37,600 --> 01:19:38,800
until the day we die.
Die.
1256
01:19:38,800 --> 01:19:47,900
Like we're all like we want 11
and 2 and 1 the Sugar Bowl but
1257
01:19:47,900 --> 01:19:52,200
you know I'm saying the like we
it's so core and emotionally
1258
01:19:52,200 --> 01:19:57,200
Tethered to us.
And so, I hope that we can
1259
01:19:59,000 --> 01:20:01,700
there's just I just think of so
many opportunities.
1260
01:20:02,200 --> 01:20:05,500
Yeah, I just I just think if so
many opportunities like I would
1261
01:20:05,500 --> 01:20:10,500
love to love to go to Lane love
to have tailgates love to have
1262
01:20:10,500 --> 01:20:15,400
like that's a thing to like next
time, there's like a drive or
1263
01:20:16,300 --> 01:20:22,200
dry for money for the campus or
even, just even just for the
1264
01:20:22,200 --> 01:20:25,000
football program or athletics
department in general, Do a
1265
01:20:25,000 --> 01:20:27,900
tailgate and the tailgate you
choose.
1266
01:20:27,900 --> 01:20:30,400
You pay a ticket for that, and
that's the tailgate you go to.
1267
01:20:30,400 --> 01:20:32,200
So if you want to support the
basketball team like, you know,
1268
01:20:32,200 --> 01:20:34,900
the basketball tailgate, and
then like, that's all the
1269
01:20:34,900 --> 01:20:36,500
basketball fans, get to go
there.
1270
01:20:36,500 --> 01:20:38,400
And that's the you get to meet
new people.
1271
01:20:38,900 --> 01:20:42,100
You get to hang out, or you want
to support the softball team.
1272
01:20:42,100 --> 01:20:44,200
Okay, cool.
That will have its own area for
1273
01:20:44,200 --> 01:20:46,300
a tailgate, that way you get to
do some of it.
1274
01:20:46,300 --> 01:20:49,200
You get to embrace some of the
rituals that we already have
1275
01:20:49,600 --> 01:20:51,500
that you get to use them in a
new way.
1276
01:20:51,800 --> 01:20:55,900
The thing is that the way The
way that.
1277
01:20:57,300 --> 01:21:00,300
The communication, a lot of the
communication we had last year
1278
01:21:00,300 --> 01:21:02,100
was asking for money and nothing
else.
1279
01:21:03,100 --> 01:21:07,100
Yeah, yeah.
I've always said Christina and
1280
01:21:07,200 --> 01:21:09,300
run can confirm.
They always talk about well, the
1281
01:21:09,300 --> 01:21:14,300
former players and all this the
Hokie Village is this huge you
1282
01:21:14,308 --> 01:21:17,300
know, piece of real estate,
right next to the stadium.
1283
01:21:18,300 --> 01:21:20,600
Why can't you say?
Hey, former players.
1284
01:21:20,600 --> 01:21:23,900
We can't guarantee you tickets
every game, that's, you know,
1285
01:21:24,800 --> 01:21:28,500
but come every week we're going
to make this special part of
1286
01:21:28,500 --> 01:21:32,200
hokey Village.
Just for you Lounge, also going
1287
01:21:32,200 --> 01:21:35,900
to do Do is any fan that wants
to pay a hundred dollars?
1288
01:21:37,400 --> 01:21:40,300
It'll go to the Hokie club and
they can come mingle with you.
1289
01:21:40,700 --> 01:21:43,500
Do you know how much money they
would raise?
1290
01:22:08,100 --> 01:22:10,900
Thanks.
But let me ask this Christina
1291
01:22:10,900 --> 01:22:14,600
and kind of, let's let's start
closing it out here, because I
1292
01:22:14,600 --> 01:22:18,100
feel like, what if we were with
the white, we probably could
1293
01:22:18,100 --> 01:22:21,500
talk another hour with you and
if the baby wakes up, I'm dead.
1294
01:22:21,500 --> 01:22:29,900
So let me ask this winning.
How does that impact, this
1295
01:22:29,900 --> 01:22:31,900
perception of how we're looking
at marketing?
1296
01:22:32,200 --> 01:22:34,300
You know, we've broke down a lot
of went through a lot of the
1297
01:22:34,300 --> 01:22:37,200
shortcomings where we're
screwing up, but right now, Now
1298
01:22:37,200 --> 01:22:42,100
this team that is currently
going through Spring ball Brian
1299
01:22:42,100 --> 01:22:46,400
put here tonight on wins let's
say they won 11 games this year.
1300
01:22:48,900 --> 01:22:54,800
Does that sort of cover-up the
the short I mean 100%?
1301
01:22:55,000 --> 01:22:58,100
Yeah it's a honeymoon period.
When you're in the honeymoon,
1302
01:22:58,100 --> 01:22:59,300
period.
Was someone think of it like a
1303
01:22:59,308 --> 01:23:00,500
relationship.
When you're in the honeymoon
1304
01:23:00,500 --> 01:23:03,200
period you see some of the other
things but you're just so like
1305
01:23:03,200 --> 01:23:08,100
in love and it's like, oh, it's
just that wonderful when you are
1306
01:23:08,100 --> 01:23:12,600
mad at somebody, you you get
hyper focused on everything
1307
01:23:12,600 --> 01:23:14,100
else.
You don't like about them.
1308
01:23:14,100 --> 01:23:18,200
All the flaws are like more
obvious than they ever were.
1309
01:23:18,400 --> 01:23:23,400
For so if they win, you forget
all of this, you ride the High.
1310
01:23:24,300 --> 01:23:29,100
What what?
PR well press the flaws become
1311
01:23:29,100 --> 01:23:31,300
features when you're winning ten
and eleven.
1312
01:23:31,300 --> 01:23:34,400
Yeah, the flaws.
The flaws are injured like oh
1313
01:23:34,400 --> 01:23:42,600
he's eccentric like like went a
is unbeatable and he cusses out
1314
01:23:42,600 --> 01:23:47,000
the prasiolite.
That's hilarious - he's sticking
1315
01:23:47,000 --> 01:23:48,600
it to those feet and knees.
Guys,
1316
01:24:04,900 --> 01:24:06,900
like the biggest the biggest way
to undo it.
1317
01:24:07,700 --> 01:24:11,300
Short-term you gotta win the
game, long-term, you got to fix
1318
01:24:11,300 --> 01:24:13,500
those other issues, but yeah,
it's like a honeymoon period.
1319
01:24:13,600 --> 01:24:18,200
If you win the game, you forget.
Well also the naysayers.
1320
01:24:18,400 --> 01:24:20,600
Like well, hey, he went, he was
terrible.
1321
01:24:20,600 --> 01:24:23,400
The last two seasons everybody's
going to basically give them the
1322
01:24:23,400 --> 01:24:27,500
finger and be like go elsewhere.
We just want 11 game we want any
1323
01:24:28,500 --> 01:24:33,000
you beat Notre Dame we don't.
I do have to say though I wish
1324
01:24:33,000 --> 01:24:37,500
there wasn't so much inviting.
I find that I find that hokey
1325
01:24:37,500 --> 01:24:40,800
Twitter fights amongst itself
more than it fights against the
1326
01:24:40,800 --> 01:24:45,200
teeth like against those.
And as someone who didn't go to
1327
01:24:45,200 --> 01:24:49,900
Tech and also has negative
things, Has to say there's
1328
01:24:49,900 --> 01:24:53,900
definitely been times when my
fan hood has been questioned and
1329
01:24:53,900 --> 01:24:59,400
like I'm not a real and that's
and my thing too is that I find
1330
01:24:59,400 --> 01:25:03,200
that that's that's been really
polarizing because that I find
1331
01:25:03,200 --> 01:25:06,400
that that doesn't just hurt the
team but that hurts people who
1332
01:25:06,400 --> 01:25:10,300
are potential fans.
Because there's always that
1333
01:25:10,300 --> 01:25:13,000
barrier of Entry of like, what
actually does it take to be a
1334
01:25:13,008 --> 01:25:15,100
hockey fan?
Doesn't mean that you go to Lane
1335
01:25:15,100 --> 01:25:16,600
doesn't mean that you went to
Virginia Tech.
1336
01:25:16,600 --> 01:25:18,200
Is it mean that you've been a
season ticket holder?
1337
01:25:18,400 --> 01:25:20,900
Forever.
Does it mean that does it mean
1338
01:25:20,900 --> 01:25:25,700
that you know like Europe
Metallica fan like what what is
1339
01:25:25,700 --> 01:25:31,700
the true definition?
And so to fill that Stadium you
1340
01:25:31,700 --> 01:25:36,400
need more than just grads and
you need more than us Metallica
1341
01:25:36,400 --> 01:25:38,800
fans and you need more than just
being ticket holders.
1342
01:25:38,800 --> 01:25:44,100
Like, everyone's money is green.
If the, when they went to school
1343
01:25:44,100 --> 01:25:47,100
or, no matter, no matter how
little or how much they give.
1344
01:25:47,100 --> 01:25:52,400
So I think I think my big thing
is, I wish that there was I wish
1345
01:25:52,400 --> 01:25:55,900
that all hockey fans would
remember that our North Star is
1346
01:25:55,900 --> 01:25:59,600
the program and that we want it
to be successful and that we're
1347
01:25:59,600 --> 01:26:03,400
going to disagree on things and
some of us are going to protect
1348
01:26:03,400 --> 01:26:06,300
some coaches.
Look like every fiber of our
1349
01:26:06,300 --> 01:26:09,200
being and the others would leave
him off the bus in Florida
1350
01:26:09,200 --> 01:26:13,200
somewhere, but we need to
remember what our North Star is
1351
01:26:13,200 --> 01:26:19,400
and not question, someone's fan
Hood because We differ from them
1352
01:26:19,400 --> 01:26:23,300
and we disagree.
So let's gatekeeping unless fan,
1353
01:26:23,300 --> 01:26:28,400
carding, just over the little
things and focus on what's best
1354
01:26:28,400 --> 01:26:30,700
for the program.
What we love about the program,
1355
01:26:30,700 --> 01:26:33,300
how can we make this program,
more fun and better?
1356
01:26:33,800 --> 01:26:36,900
Yeah, well, do you hate Justin
Fuente or not?
1357
01:26:36,900 --> 01:26:42,400
It is better for this program to
win and he Remain the coach then
1358
01:26:42,400 --> 01:26:45,200
us be in the dumpster and he get
fired because that's a lot of
1359
01:26:45,200 --> 01:26:46,500
digging out.
You happy?
1360
01:26:47,300 --> 01:26:49,800
Yes.
I'm just going to say people are
1361
01:26:49,800 --> 01:26:54,400
watching so if we We, if we do,
if he does, listen, there's
1362
01:26:54,400 --> 01:26:56,700
another Bad season and he's let
go.
1363
01:26:57,400 --> 01:27:01,100
Hey, there's a lot of people
watching that M of how much the
1364
01:27:01,100 --> 01:27:04,000
BIOS going to be.
And so there's going to be
1365
01:27:04,000 --> 01:27:05,800
conversations about money, but
there's also going to be
1366
01:27:05,800 --> 01:27:10,300
conversations about how, how
long are you willing to be given
1367
01:27:10,300 --> 01:27:12,700
a chance in order to be
successful?
1368
01:27:13,200 --> 01:27:16,500
So you need to, you need to
weigh all the odds, and I'm not
1369
01:27:16,500 --> 01:27:18,500
saying you should be fired.
I'm not saying you should stay,
1370
01:27:19,100 --> 01:27:20,800
there's definitely pros and cons
of each.
1371
01:27:21,000 --> 01:27:26,700
Each but I think that, I hope
that the administration knows
1372
01:27:26,700 --> 01:27:29,500
that we're all coming from a
place of love for this program
1373
01:27:29,500 --> 01:27:35,900
and that this program means so
much to us that even in our
1374
01:27:35,900 --> 01:27:41,900
deepest criticism, we just want
it to be successful. 100%
1375
01:27:41,900 --> 01:27:44,700
Christina.
We really appreciate you joining
1376
01:27:44,700 --> 01:27:46,300
us tonight.
Here at the boundary Corner
1377
01:27:46,300 --> 01:27:49,900
podcast and it's going to wrap
up this episode.
1378
01:27:50,300 --> 01:27:52,900
My name is Curtis Wilson.
I'm Brian Sigler.
1379
01:27:53,600 --> 01:27:56,700
Follow us on Twitter, Facebook,
subscribe to the podcast on your
1380
01:27:56,700 --> 01:27:59,700
favorite Source, including
Spotify, Amazon, and apple
1381
01:27:59,700 --> 01:28:02,200
podcast do visit our Twitter
page.
1382
01:28:02,200 --> 01:28:05,100
We do have a website now, where
you will be able to check this
1383
01:28:05,100 --> 01:28:09,200
wonderful interview with
Christina out, as always, we let
1384
01:28:09,200 --> 01:28:11,100
our buddy.
He's Jason long place, in play
1385
01:28:11,100 --> 01:28:14,200
us out, catch him on Spotify,
and apple music.
1386
01:28:14,200 --> 01:28:17,400
He is in the Roanoke area and
hopefully, as things open up, if
1387
01:28:17,400 --> 01:28:20,600
he plays will, let you guys know
where he is, we thank you for
1388
01:28:20,600 --> 01:28:23,800
listening.
And as always, Christina join
1389
01:28:23,800 --> 01:28:25,000
with us.
Let's go.
1390
01:28:25,700 --> 01:28:27,100
Okay.
