Articles tagged as: Jason Cook

February 28, 2013

Texas A&M VP Cook Named “International Brand Master” By Educational Marketing Group

Jason Cook, vice president for marketing and communications at Texas A&M University, has been named 2012 International Brand Master” by Educational Marketing Group  (EMG), a Colorado-based international brand-managing firm.

Jason Cook

Jason Cook has been named "2012 International Brand Master" by EMG

“Jason Cook has managed to reinvent and reinvigorate the Texas A&M brand, while staying consistent and paying homage to the traditions that make the university such a unique institution.” noted EMG in announcing that Cook won the award for a variety of accomplishments that came to fruition last year, including the university’s move to the Southeastern Conference (SEC). “Perhaps the most telling demonstration of Jason’s talent is his work unifying both Texas A&M’s academics and athletics brands, an effort that has presented a united front during a time when the university has had more national exposure than ever before,” the EMG officials added in their announcement.

Texas A&M President R. Bowen Loftin joined in congratulating Cook and his team. “I’m delighted to see Mr. Cook be so prominently recognized for his leadership in elevating the Texas A&M brand and helping make the rest of the world know what we take for granted here in Aggieland — that Texas A&M is a top-flight institution and is rapidly achieving even more prominence  both nationally and internationally,” Loftin said. “Thus, I join with others in the Aggie Network in congratulating him and his team for outstanding work on behalf of our university.”

Cook has headed Texas A&M’s marketing and communications programs for the past five years. He previously served in similar capacities for the Texas A&M Engineering Extension Service and Texas A&M Agriculture, which includes the College of Agriculture and Life Sciences, Texas A&M AgriLife Research and the Texas A&M AgriLife Extension Service. He began his career in athletic media relations at Mississippi State University, his alma mater, and subsequently served as an assistant vice president for Birmingham-based HealthSouth Corporation, which was once the nation’s largest provider of sports medicine and healthcare services.

He said his selection as the “2012 International Brand Master” is a high honor – for him personally and, even more so, for Texas A&M.

“While my name is on the award, it is the result of a team effort reflecting the effective and dedicated work of the entire Division of Marketing & Communications,” Cook said. “It was gratifying, indeed, to be a part of the effort where so many people pulled together to strengthen the Texas A&M brand and make the university even better known for all the right reasons.”

EMG President Bob Brock cited Cook’s “combination of critical thinking and tactical skills” as major factors in his selection for the prestigious award.  “We are thrilled and honored that a professional of the caliber of Jason Cook has been named the 2012 International Brand Master,” Brock said. “Mr. Cook has had an outstanding impact on the venerable Texas A&M brand, and his combination of strategic thinking and tactical skill inspires us all.”The initial field for the award included 15 “exceptional nominees,” according to the EMG announcement, with nominees from England, Australia and Belgium among them. A ‘blue-ribbon” panel of volunteer international judges narrowed the pool to three finalists, with Cook the ultimate winner. Nominees were asked to provide responses to numerous specific questions related to their brand’s strategy and tactics and to provide results as well as furnish several letters of support from their colleagues.

In response to the judges’ request, Cook provided the following overview as part of the competition process:

“While Texas A&M is one of the nation’s largest and most prestigious universities, our brand was not widely known across the country and the institution was perceived much like it was in the 1970s: a regional, all-male military institution, not the thriving, top-20 research university that it is today. Recognizing that athletics is the “front porch” of a university – providing an opportunity to reach millions of people each Saturday in the fall – I worked directly with the University’s President and Board of Regents to initiate a focused plan in 2011 that would increase the visibility of the Texas A&M brand across the country. This effort culminated with Texas A&M leaving the Big 12 Conference for the Southeastern Conference on July 1, 2012. While many ascribed different motives for our departure from the Big 12 and fueled many detractors and skeptics, our plan had three primary objectives: increase the exposure for our student-athletes and coaches, as well as for our world-class faculty and their research; create new revenue streams in the form of TV payouts, licensing, sponsorships, philanthropy and ticket sales; and provide long-term stability for the Texas A&M brand in a period of significant athletic conference upheaval.  The SEC is widely recognized as the nation’s top athletic conference, and through its extensive media partnerships with ESPN and CBS, the national exposure generated by the league is unparalleled. The SEC move allowed us to introduce the Texas A&M brand to an entirely new geographic region of the country and expand the national footprint of the brand. What’s more, the SEC’s media platform played a significant role in our campaign for Texas A&M quarterback Johnny Manziel to become the first freshman to win the Heisman Trophy. Today, because of these efforts, Texas A&M is widely recognized as one of the hottest college brands in the country.”

Media contact: Lane Stephenson, News & Information Services, at (979) 845-4662

February 27, 2013

12th Man’s Vote Needed To Win In Finals of EA Sports Contest

Updated March 8, 12 p.m.: Thanks to your support, 12th Man, Ryan Swope is less than 3,000 votes behind Michigan’s Denard Robinson. Texas A&M held the lead briefly overnight, but Michigan has gained it back this morning. Voting ends TONIGHT at 10:59 p.m. CST.

Updated March 7, 2 p.m.: On the heels of a winning season and a record-setting Heisman victory, the Fightin’ Texas Aggie football team is again in heated competition, but this time the action is online as Texas A&M is in the finals of EA Sports’ NCAA Football Cover Vote contest. Texas A&M trails Michigan in the final vote by 8,000, with less than 48 hours remaining in the contest.

The football team gave Aggie fans an unforgettable season, but now it’s up to the 12th Man to snag wide receiver Ryan Swope the honor of being featured on the cover of NCAA Football 14, a popular video game by EA Sports, by voting at and then passing the link on to their family and friends. Voting for the finals ends Friday, March 8 at 10:59 p.m CST.

“The 12th Man has always supported Aggie football and being featured on the cover of EA Sports NCAA Football would be huge,” said Texas A&M Head Football Coach Kevin Sumlin. “Ryan Swope is a great senior representative of our football team. I encourage the 12th Man to vote and let’s continue the positive momentum we have built together.”

Swope is the most decorated receiver in the history of Aggie football. After the Aggies’ decisive Cotton Bowl victory last season, Swope has left the university as the all-time leader in both receptions and receiving yards.

Vying for the cover against Swope is Denard Robinson, quarterback for Michigan.Ryan Swope

“The opportunity to have Texas A&M on the cover of this popular football video game would be the ‘icing on the cake’ to our successful transition into the SEC and a year of tremendous growth for the Texas A&M brand,” said Jason Cook, Texas A&M’s vice president for marketing and communications. “EA Sports’ NCAA Football is distributed by every national retailer that sells video games – from big-box chains to gaming shops – and reaches a wide demographic, including a lot of potential Aggie students and fans.”

Voting in the other competition rounds does not count for the final round; votes must be cast again in the final round to secure the win.

NCAA Football 14 will be released this summer and fans can pre-order on Origin, EA Sports’ official online store.


Media Contact: Lesley Henton, News & Information Services, at (979) 845-5591

February 4, 2013

Texas A&M Partners With Texas Monthly To Become A Higher Education Launch Sponsor Of All-New Texasmonthly.Com

Texas Monthly publisher Amy Banner Saralegui announced today that Texas A&M University will be a launch sponsor of the newly revamped, which launched on Friday, February 1.

Texas A&M University will provide sponsor content to the new, featuring expert commentary on entrepreneurship, education, and research impacting Texas. This content will be clearly noted.

Texas Monthly is honored to have a higher education sponsor of Texas A&M University’s caliber as we roll out our new website,” said Banner Saralegui. “They share in our commitment to deliver cutting-edge content on the key issues and areas that impact our state and country.”

Texas Monthly will sponsor two of Texas A&M University System’s higher education panels taking place this spring and fall, featuring notable policy makers, higher education leaders, and students. Complete details of the panels will be announced at a later date. Texas A&M University will also continue its partnership with the magazine as a traditional advertiser, with placements in upcoming issues.

“Texas A&M University’s partnership with Texas Monthly dates back to the early-2000’s, when we were one of the first universities in the state to regularly advertise in the magazine,” said Jason Cook, Texas A&M University’s Vice President of Marketing and Communications. “As our marketing strategy has evolved to embrace social media and leverage digital content, Texas Monthly has been making similar strategic decisions. The next chapter in our partnership certainly sets the bar in how universities—or any other entity—can reach key audiences, but more globally, it signals a fundamental shift in how institutions and publishers can work together to engage audiences through compelling content.”

The sponsor content partnership with Texas Monthly reflects Texas A&M’s overall strategy to grow and engage its online audience. Most recently, Social Media Today named Texas A&M as one of the top universities for social media performance.

The relaunched will provide advertisers with dynamic new opportunities to engage, entertain, and inform readers through a variety of formats including sponsor content. Along with standard- and custom-size ads hosting video, audio and motion graphics, this will present advertisers with flexible options for reaching the site’s affluent, educated, and responsive visitors.


About Texas Monthly

Texas Monthly has a monthly readership of over 2.5 million, reaching one out of every eight Texas adults and is published by Emmis Publishing, L.P. Emmis owns and operates radio stations and other magazines across the country.

Media contacts:
Elaine Garza
Texas Monthly
(512) 382-9017

Diane McDonald
Texas A&M University
(979) 845-4663



January 18, 2013

Study: End of Football Season Produced $37 Million in Media Exposure for Texas A&M

football team

The Texas A&M football team's historic finish in the SEC and quarterback Johnny Manziel's Heisman Trophy win have generated $37 million in media exposure for the university.

If it’s true that athletics is the window to the world from which a university is seen, Texas A&M University is providing a great view.

The university recently retained the services of a renowned sports and sponsorship evaluation company to measure the media exposure generated by the football team’s historic finish and quarterback Johnny Manziel winning the 2012 Heisman Trophy. Research conducted by Joyce Julius & Associates shows that the redshirt freshman winning the prestigious trophy produced more than 1.8 million media impressions, which translates into $37 million in media exposure for Texas A&M.

Media impressions, the company officials explain, include news mentions from print, television and internet sources.  The figures do not reflect increases from merchandise sales, ticket requests or donations to the school, all of which historically have risen dramatically at schools that have produced a Heisman Trophy winner. The Collegiate Licensing Company has calculated a five-year average growth in sales and royalties of 27.5 percent based on the past five Heisman winners.

“We’ve long known that winning the most coveted trophy in sports attracts a great deal of media coverage, but this study gives us a much better understanding of the extent of the impact of the accomplishments of Coach Kevin Sumlin, Johnny Manziel and the entire team during the memorable season we just completed,” says Eric Hyman, Texas A&M’s athletic director. “The study validates how winning the Heisman Trophy truly does capture the national spotlight, and it’s a great way to start our membership in the SEC, which provides unparalleled visibility for our university.”

heisman trophy

The 2012 Heisman Trophy.

The report measures impressions and exposure values from Nov. 10, 2012 – following Texas A&M’s historic road victory over eventual national champion Alabama – through Jan. 6, 2013, following the Aggies’ impressive win over former Big 12 opponent Oklahoma in the Cotton Bowl.

Joyce Julius & Associates, based in Ann Arbor, Mich., has been conducting research of this type since 1985.  The firm regularly works provides sponsorship and media valuation services for some of the nation’s top brands, such as Aflac, Chick-fil-A and Home Depot, as well as many bowl games and professional sports leagues and teams.

The study shows that television exposure totaled more than $7.6 million, print exposure was $7.5 million and internet news totaled $20.5 million in media value.  Also, the report reveals that some 26 USA Today articles referencing Texas A&M produced almost $1 million in media value from that outlet alone.

The researchers examined all major national print news sources for the study, and television sources included such outlets as ABC, CBS, NBC, MSNBC, FOX, CNN, CNBC, FOX Sports, ESPN, Discovery Channel, USA Network and others.

Each month, Joyce Julius and Associates’ proprietary NTIV® (National Television Impression Value) Factor is derived from the non-discounted or estimated CP:30 rates of more than 2,000 sports, entertainment and news telecasts airing in the United States and Canada over the previous 12 months, along with the corresponding viewing audiences for those programs. As an end result, the continually updated NTIV® Factor represents the cost necessary to reach one impression through the utilization of traditional advertising.

kevin sumlin

Coach Kevin Sumlin led the team through a season full of historic accomplishments, including a 10-2 finish and a Cotton Bowl victory.

“This study by  Joyce Julius & Associates provides us detailed, quantifiable information about how positive athletics news can translate into actual dollars in terms of media exposure —and contribute significantly to our on-going branding initiatives for the entire university,” said Jason Cook,  Texas A&M’s vice president for marketing and communications. “You often hear the phrase that ‘you can’t buy that kind of coverage,’ and this report shows how expensive it would be to actually reach a national audience over such an extended time period.”

Texas A&M’s collegiate licensing sales figures are almost certainly to increase, says Shane Hinckley, assistant vice president for business development.  The Aggies were up 23 percent in gross licensing revenue before the start of the 2012 season, totaling $3.2 million and ranking No. 19 nationally. But recent figures show that Texas A&M now is No.15 in licensing revenues, Hinckley adds, based on the Aggies’ success in their first SEC season and Manziel winning the Heisman.

Texas A&M’s licensing revenues were three times above the national average before the season kicked off, and the university had experienced a 77 percent licensing growth in the last four years even before the move to the SEC, Hinckley reports.


Media contact: Jason Cook at (979) 458-1729 or cell at (979) 450-2362


November 19, 2012

Texas A&M, Missouri Share Heritage, Traditions, And Inaugural SEC Season

Watching Texas A&M play the University of Missouri this weekend won’t be new to Aggie fans — they’ve seen the Mizzou Tigers face their Aggies for the past few years. But this particular matchup will go down in history for a different reason: the Tigers and Aggies are squaring off on the football field for the first time as members of the Southeastern Conference.

Missouri is more than a familiar foe on the athletic field for Texas A&M. In addition to sharing the same land-grant heritage, the universities have long partnered together on research projects spanning agriculture, veterinary medicine, engineering and much more.

Texas A&M and Missouri are both leaders of higher education in their respective states. In addition to being the first public university in the state of Missouri like Texas A&M is in Texas, the University of Missouri, founded in 1839, is also recognized as the first public university west of the Mississippi River.

Both institutions are land-grant and major research universities that are dedicated to serving their country, states and communities. Missouri also holds membership in the prestigious 62-member Association of American Universities (AAU), like Texas A&M.

The two universities have much in common culturally as well, including unique traditions that are passed down from each generation of students. For years, Texas A&M students have placed pennies at the base of the Lawrence Sullivan Ross statue on campus, an act that is said to bring the student luck on upcoming exams. At Missouri, current students are careful to whisper as they pass under the archway outside of the university’s school of journalism, as legend says that if they don’t, they risk failing their next exam.

Both schools also love their mascots. Texas A&M’s Reveille VIII is the First Lady of Aggieland, where she attends every home football game and countless other events. Likewise, Truman the Tiger, a costumed mascot, is an important figure to Missouri fans—named after Missouri-born U.S. President Harry S. Truman. The Tiger mascot also can be seen on the sidelines of Missouri football games and other events.

Texas A&M and Missouri also honor their servicemen and women with their traditions. Texas A&M’s Memorial Student Center is a living memorial dedicated to all Aggies who have died in wars past, present and future. Visitors are asked to not step on the grass, as well as to remove their hats when inside the building, to respect this memorial. Similarly, hats are removed and people speak softly when passing through the Memorial Union archway at the University of Missouri, a gesture of respect for all alumni who have lost their lives serving the United States.

“While there is a lot of familiarity between Texas A&M and Missouri, it’s interesting to now consider our two universities as members of the SEC family. Our joint transition to the SEC has only increased the respect and collegiality between us,” said Jason Cook, Texas A&M’s vice president of marketing and communications. “With Texas A&M and Missouri, the SEC added two academic powerhouses to the league, as well two of the more well-rounded athletic departments in the country.”

Look for more academic collaborations between Texas A&M and Missouri in today’s issue of TAMUtimes.


Media contact: Krista Smith, Communications Coordinator, (979) 845-4645

Share this story