A Duke Fan's Dream: Behind the Scenes of Game-Day Magic

As a long-time Duke fan, being on the Duke campus and getting a behind-the-scenes look at how they approach their content and game-day experience was truly a dream come true. In the second podcast from our visit, we had the opportunity to sit down with Dave Bradley, Creative Director for Men's Basketball, and Selena Castillo, who heads up the creative, brand and external operations for Women's Basketball. I was so excited to hear from both of them.

Here are some of my key takeaways from our conversation. If you want to listen to the whole episode, you can visit the link below or look up “The Daktronics Experience Podcast” on your favorite podcast listening app.

FULL EPISODE: 238 – Behind the Creative at Duke University with David and Selena

A Career Born from Passion and Timing

It was fascinating to hear how both Dave and Selena landed in their current roles. Dave, a Duke grad, mentioned he has been at Duke for a long time. He said, “I’ve been here for my entire career. I graduated from Duke, was involved with the hoops program as a student, and they've kept me on all these all these years.” Dave found his niche with the rise of social media. He saw an opportunity to contribute to the program in a new way and that became his "foot in the door."

Selena's journey was just as interesting. She initially planned to go to law school, but her love for basketball and her tech skills led her to a career in college athletics. After coaching and marketing for her mom's law firm, and the Tampa Bay Sports Commission, she got the opportunity to work at Duke after a coach contacted her through a Twitter DM. She said, “I didn't even know. I thought either you were a coach or you were a player and that was it.” It's amazing how a passion for sports combined with the right timing and a willingness to learn new skills can lead to such fulfilling careers.

Two Programs, One Goal: Enhancing the Fan Experience

While Dave and Selena oversee separate programs, their goals are very much aligned: to elevate the Duke brand and enhance the game-day experience. They both acknowledge that they have a great working relationship and are wired similarly. Dave said, "I think we have a great working relationship. I think Selina and I are wired really similarly, even though we're very different people. We see a lot of things the same way." Both teams have a lot of similarities in their operations, and while they have two distinct teams, they often cross paths and share insights.

The Impact of the New Video Board

A major topic of discussion was the new centerhung video board in Cameron Indoor Stadium. Dave mentioned they had been waiting for it for years. He said, “Cameron Indoor has been an absolute blessing to our whole university and this was long overdue.” The installation has allowed them to enhance their game-day production. It was interesting to learn that the new board is a key selling point in recruiting and a great tool to tell the story of Duke.

·         The new video board allows for better quality video and highlight reels during games. As Dave said, “With our old video board, the quality was so poor you couldn't run highlights or live video on the board."

·         It provides fans in different areas of the stadium a better view of the action. Dave noted, “Now there's something as simple as having a high-def way to watch the game.”

·         Both programs use the board to introduce new content, like the "Beyond the Buzzer" series on the women's side and interactive trivia. Selena described the new content as a way for the fans to see "the efforts, they see it, it's standing out to them."

·        The video board is also being used for team meetings and presentations. Dave shared that the coach wanted to show "a video about the history of Cameron but do it in Cameron on the video board."

As a Daktronics employee, it's incredibly gratifying to see how our technology can elevate the fan experience in such an iconic venue. The team took a measured approach to integrating the new technology to ensure it felt like a natural fit for Cameron, which has been around since 1940, and it seems they have found the perfect balance.

Content Creation: Document, Don't Just Create

Selena shared a valuable piece of advice for content creators: "Document first, then create from there." She emphasized that stories are already happening; it’s the content creator's job to capture them and communicate them effectively through different channels. I think that idea really resonated with me, as a marketer myself. You must know your audience and prioritize who you are trying to reach. Dave added that it's essential to be a team player, a relationship builder and a connector within the program. As he said, “To be successful in our world, you need to be a team player. It can't be about you."

The Team Behind the Content

Both Dave and Selena spoke about the importance of their teams. On game days, they have a number of staff and student workers with roles that include:

• • ·         iPhone videographers
  • ·         Photographers
  • ·         Videographers

It’s interesting to note that for both programs, the creative directors are generally the ones who "hit send" on social media posts, in order to ensure consistent quality and brand voice. Selena said, "I'm pretty much the only one that actually does hit send. To me, it's like one of the most valuable pieces to this whole puzzle."

Final Thoughts

This conversation gave me a new appreciation for the hard work and creativity that goes into running a successful college sports program. From content creation to game-day production, it was inspiring to see the passion and dedication of Dave and Selena. As a Duke fan, it's exciting to know that the future of the program is in such capable hands. And as a marketer for Daktronics, it’s great to know that we can play a role in helping them achieve their goals. I can't wait to see what they do next!

FULL EPISODE: 238 – Behind the Creative at Duke University with David and Selena