Florida State Launches Website Touting Christian Ponder for Heisman

Purists might disagree, but the Heisman Trophy is no longer won solely by on-field performance. A comprehensive and effective marketing campaign designed to impact both the media and the broad college football audience can help as well.

With the blessing of head football coach Jimbo Fisher, Florida State's athletics marketing and sports information departments have built an extensive and creative Heisman Trophy campaign for senior quarterback Christian Ponder.

The campaign is driven by an Internet site -- CP7ForHeisman.com -- that launched at midnight on July 7. It features the vast academic and athletic accomplishments of Ponder.

"We are promoting Christian as the complete Heisman candidate," said Jason Dennard, director of marketing for Seminole ISP Sports.

---

---

"Christian has the athletic ability, the academics, he's a team leader, you name it. He's got it all, and we're trying to let people and fans know him on a different level outside of him being in shoulder pads and helmet. He's very, very dialed in. We want everyone to be able to connect with Christian on a personal level."

The site is anchored by the Brand logo CP7 (pictured above right) -- a Garnet silhouette of Ponder throwing a pass with CP7 (Ponder's initials and jersey number) printed over it in white with garnet trim.



Share The Internet site's components include various multi-media tools, behind-the-scenes interviews, game highlights, live updates and links to Ponder's Facebook and Twitter messages.

Ponder's approach and accomplishments are the main reasons why Fisher is not against the school putting Ponder's name in association for any major award.

The Seminoles have had two previous Heisman Trophy winners in Charlie Ward (1993) and Chris Weinke (2000), both of whom played under coach Bobby Bowden. The school did not organize a structured Heisman campaign for either player, with Bowden believing that the Heisman voting would take care of itself.

"Christian is a guy I think can handle that. I mean he gets the big picture of things; he's the image you want out there," Fisher said.

"He's the one we all want our sons to grow up to be like, to have that image. You hope that's who they all are, and the way he represents himself, his family, and this university, I couldn't think of a better ambassador."

Ponder has already earned undergraduate and MBA degrees, and his academic prowess will be showcased heavily.

FSU will also reach out to Heisman voters with traditional mailings (daily planner and business cards) as well as strategically placed advertisements nationally.

Ponder last year threw for nearly 3,000 yards before suffering a separated shoulder that ended his season in early November. He missed FSU's final four games of the season, but is back to full strength as the Seminoles work towards the open of practice in August.

Ponder is scheduled to participate in the Manning Passing Academy that begins on Friday at Nichols State in Thibodaux, La. Typically, the nation's top high school and college quarterbacks are among those invited.

Ponder has repeatedly said he won't let any Heisman Hype impact his preparation, though he is honored to be considered a candidate.

Past Heisman Trophy campaigns implemented by schools have been conventional to crazy.

In 2001, Oregon quarterback Joey Harrington was featured on a billboard in New York's Times Square -- Harrington was dubbed "Joey Heisman." And let's not forget the life-sized posters that Clemson made for C.J. Spiller last summer. Other campaigns simply featured e-mails, calendars and bobbleheads.

"I don't really pay attention to it that much," Ponder said.

"Hype doesn't really affect anything. It's just me going out there and playing to the best of my ability and helping my team be successful."

Said Dennard: "Christian puts the team first in everything he does."