Jason Gordon explains how B.A.D. marketing, which is an acronym for branding, advertising, and distribution of information, is a perfect tool for an athletic department. When branding your program be sure to have a unified repetitive concept and something known as a bumper sticker tag line. Social media works well for advertising for your current sponsors and helps to acquire new ones. Distributing information via social media keeps your students and fan base updated with schedules, games scores, and can showcase photos and video.