West Virginia University’s Trademark Licensing Office recently earned the “Oscar” of trademark programs, capturing the Synergy Award from the International Collegiate Licensing Association (ICLA). The award is given to a university or athletic conference that displays exceptional contributions and introduces innovative ideas to the licensing industry.

“I am so very proud of our team here at the University,” said Sharon Martin, vice president for University Relations. “Through creativity and innovation, the team has developed unique and engaging programs and partnerships. I appreciate their dedication to protect and promote the brand of West Virginia University, and they are certainly deserving of this special recognition.”

During the past year, the trademark licensing staff worked with departments on and off campus, in particular the Alumni Association and the Athletic Department. These partnerships and the support from University programs have instrumental in promoting officially licensed products to Mountaineer fans everywhere.

Mountaineer Nation Day was cited by ICLA as “WVU’s most inclusive and encompassing effort.” It was a day for Mountaineer fans to show their pride and passion across the world. The Trademark Licensing Office staff worked closely with the Athletic Department and Alumni Association to set the date and plan for the campaign. Fans could register their watch parties from across the globe, and numerous contests were held leading up to and on the day of #WVUMND.

“It’s great to see the University recognized by ICLA for its efforts in promoting the West Virginia University brand,” said Matt Wells, associate athletic director for external affairs. “Mountaineer Nation Day is a great example of the impact a program can have when there is cooperation and collaboration among different units across campus. Athletics is proud to have played a role in the success of the initiative.”

Another innovative program occurred during December. WVU gave away different WVU-themed prize packages and gifts via social media—Facebook, Instagram, Snapchat and Twitter—as part of “25 Days of WVU Give-Aways,”

Another project included a section in the redesigned WVU Magazine called “The Goods,” featuring products from multiple official licensees. With the help of the WVU social media team, a Pinterest board was also created to showcase the products and to provide retailer information.

“Mountaineer Vogue” was a project launched during Fall Family Weekend to showcase new, traditional and different WVU apparel to fans of all ages. With the help of ICLA sponsor Collegiate Licensing Company, the team reached out to over 20 licensees to donate products for the show. Models included student leaders, former WVU athletes, employees, a local TV personality and the star of the show, WVU President E. Gordon Gee, who modeled the new Collegiate Tartan bowtie.

“WVU’s ideas, presentation and execution were impressive and inspiring, and this Synergy Award is well-deserved recognition for their team,” said ICLA President Brett Eden, director of marketing and licensing auxiliary services at the University of Utah.

Marsha Malone and Nikki Goodenow direct and market the trademark licensing program at WVU. Michelle Hamric and Kelly Prendergast serve as program coordinators for the team. The Trademark Licensing Office also assisted this year in the passage of legislation in West Virginia, which makes counterfeiting a crime and specifies penalties for offenders.

The team also works closely with WVU’s licensing agent, The Collegiate Licensing Association, which helps the University develop and execute programs; and protect the WVU brand at a national level.

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