Ncaa Team Works Case Study

BACKGROUND
NCAA Team Works represents the ongoing community outreach efforts of the NCAA National Office staff, partners and local organizations. The Team Works brand was developed in 2012 with the goal of providing an umbrella brand to encompass all NCAA community outreach efforts.
The NCAA has a corporate and social responsibility throughout the communities in which we host championships. Through initiatives such as service learning projects, school engagement, legacy restorations, and disaster relief, NCAA Team Works engages youth and communities that might not have the opportunity to attend the championship, but participate in activities tied to those events.
Specific NCAA Team Works projects include youth clinics, backpack and school

We believe that education and a healthy lifestyle are paramount to success in life and our program umbrella demonstrates those beliefs.

VISION STATEMENT
NCAA Team Works’ vision is to provide a platform for NCAA staff, membership, and partners to highlight social responsibility efforts. The NCAA believes in the power of the human element to positively impact our world. With many of our student-athletes already doing community service on their own respective campuses, NCAA Team Works will provide an umbrella program that can inspire a culture shift to the importance of paying it forward.
NCAA Team Works will serve as an industry leader in social responsibility by building relationships with local communities, NCAA staff, corporate partners, and student-athletes can

identify opportunities to impact their community. We will focus our efforts on initiatives that support education and community

In order to achieve ultimate buy-in from my colleagues and leadership, NCAA Team Works goals and vision had to sync with the overall brand of the NCAA. Integrity, Education, Inclusion, and role that intercollegiate athletics play in the identity of our member institutions was the foundation of my vision and mission, and driving force for my objectives. Now that brand equity is growing, my focus is to shift and expand the program ideals to our external membership and partners. Community programs are typically groups that spend money and not generate revenue, so as budgets and programs get cut, the first thing that is looked at are those that don’t bring in money. This is why it is important to engage those outside the organization to add value to the NCAA’s overall goals. Through this understanding, my focus was to roll this out to the membership to have a more inclusive opportunity to highlight social responsibility. In evaluating MLB, NBA Cares, and NFL Play 60, I admire the buy-in they have received from their teams. My challenge is finding the ‘sweet spot’ in the perception that the NCAA is trying to take the credit for its schools community service efforts versus providing a unified platform to highlight the overall impact of NCAA membership