Special Events: The Johnny Unitas Golden Arm Award

February 11, 2010

Presented annually to the top senior quarterback in college football, The Johnny Unitas Golden Arm Award brought on Weiss PR to handle all aspects of public relations for the event, from managing logistics and sponsorships to ongoing marketing, promotion, media outreach, and social media.

The Problem

While named after the man who is arguably the greatest quarterback ever to play in the National Football league, The Golden Arm Award had little visibility among the many awards presented annually to college football’s top players. That problem was compounded when the Golden Arm Foundation – which awards scholarships to high school scholar-athletes – decided to move the award ceremony from its original home in Louisville to Baltimore, where Johnny Unitas played for years as a member of the Baltimore Colts.

“Weiss PR has always been professional and immediately attentive to my business needs. Their work on my companies’ behalf has produced exceptional results. I would strongly recommend Weiss PR for any Public Relations matters you may have.”

John Unitas, President & CEO, Unitas Management Corporation and Chairman, Johnny Unitas Golden Arm Educational Foundation
Baltimore, Maryland

Our Solution/Results

Weiss PR worked with the Golden Arm Foundation to create a strategic plan designed to make The Golden Arm Award one of the top college football awards. The event itself was transformed into a by-invitation-only special event open only to sponsors and the media, held in one of Downtown Baltimore’s historic hotels. A marketing campaign was developed to build momentum for the award from the beginning of the college football season to the actual award presentation, using weekly updates, contests, giveaways, social media, and national media outreach.

After only four years in Baltimore, the Golden Arm Award is regarded as one of the top college football awards in the country, according to a recent ESPN Poll. Further, interest in the award has increased dramatically, with sponsorship dollars up, demand for the limited number of tickets high, and media coverage from both local and national news outlets.

Click the Play button below to see a segment from the 2010 Golden Arm Award.

For more information on the Golden Arm Foundation, please visit their website at www.goldenarmfoundation.com.