A new vision

Jason Malloy
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Atlantic University Sport announces new marketing tool to help draw future student-athletes to the conference

UPEI Panthers men’s hockey player Jordan Knox, left, and Atlantic University Sport executive director Phil Currie helped announce a new strategic direction for the conference Tuesday in Charlottetown.

Atlantic universities have a new marketing tool to recruit future student-athletes while highlighting the successes of their current players.

The Atlantic University Sport announced its vision for the coming three years Tuesday in Charlottetown. The 20-page document came after the association paid $17,000 for a strategic plan.

“It’s a consolidation of all our institutional efforts to position ourselves for recruitment purposes,” said Ron Annear, UPEI’s athletic director.

“We’re positioning the conference as a destination for prospective student-athletes, not only in Atlantic Canada, but domestically and internationally.”

The effort includes a redesign of its website, a new initiative (BecAUSe We Care) to showcase student-athletes’ volunteer work, highlight academic success as well as a implement a new concussion awareness program. It also includes new tools for mobile devices and live-streaming championships at austv.ca.

The new initiatives will not cost the 11-member universities more, as the conference has allocated $20,000 in its annual budgets for the new initiatives.

Jordan Knox, a fourth-year business student who plays for the UPEI Panthers hockey team, said being a student-athlete has taught him about time management while making him a better citizen.

“I believe student-athletes are role models, not only on campus, but off-campus as well,” he said. “Each and every time a student athlete at UPEI steps off campus, they are being judged on how they conduct themselves.”

Each institution has its own concussion protocols, but the conference will be rolling out a new standardize approach. AUS executive director Phil Currie will also now review all hits to the head resulting in injury and be able to levy further discipline.



The following are figures from the 2011-12 Atlantic University Sport season:

Student-athletes - About 2,000.

Total hours of community service -15,800 with 112 causes across the region.

Charitable causes - $86,000 raised.

Organizations: Atlantic University Sport

Geographic location: Charlottetown, Atlantic Canada

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