How to Build a Creative Operation That Moves the Needle

In college athletics, content has the power to do more than fill timelines — it can define a brand. The most effective creative departments today aren’t just “making things.” They’re aligning with athletic directors, coaches, and collectives to move the needle in recruiting, NIL, sponsorship, fundraising, and fan engagement.

In the latest episode of The Content Playbook, I dive into the key principles behind building a creative operation that actually delivers impact.

Things to remember:

• Strategy gives you the power to say no to what’s not aligned
• Tentpole events, personalities, recruiting windows, and campaigns should anchor your planning
• Systems create freedom. The more structured you are, the more creative you can be
• Accountability prevents burnout—alignment around goals and priorities is essential
• Transparency is everything. If people don’t know what you’re working on, they assume nothing

The future of college athletics creative isn’t just viral content. It’s purposeful content—measured by how it supports your department’s broader goals.

🎥 Watch the full episode here
📬 Have questions? Reach out on social @claybollinger