In the competitive realm of college athletics, standing out in a crowded media landscape poses a significant challenge for many programs, yet Western Kentucky University (WKU) has managed to carve a distinct niche thanks to the strategic efforts of a key figure in their communications department. Since joining WKU Athletics in August 2023 as the Associate Athletic Director for Strategic Communications and Media Relations, Jared MacDonald has been instrumental in amplifying the visibility of the Hilltopper brand. His innovative approaches to media engagement and branding have not only elevated the profile of WKU’s athletic programs but also set a benchmark for others in Conference USA. From driving unprecedented media exposure for the football program to spearheading creative initiatives that resonate with fans, MacDonald’s impact is both measurable and profound. This exploration delves into his multifaceted role, highlighting the strategies and achievements that have positioned WKU Athletics as a standout in collegiate sports communication.
Strategic Leadership in Communications
Jared MacDonald’s role at WKU extends far beyond traditional media relations, encompassing a comprehensive strategy to enhance the athletic department’s public image with a sharp focus on key programs like Hilltopper Football and Women’s Tennis. Tasked with managing press operations, coordinating interviews, and serving as the primary media contact for the Athletic Director, MacDonald ensures that every interaction with local, regional, and national media outlets is purposeful and impactful. His leadership in organizing external pod meetings for the football program fosters seamless collaboration across departments, aligning efforts during the high-stakes season. This meticulous planning has yielded impressive results, with the football program alone generating $34.29 million in media value during the 2023 season, a figure that outpaced the combined total of other Conference USA programs according to a Nielsen study. Such numbers underscore how MacDonald’s strategic oversight translates into tangible recognition for WKU, establishing a strong foundation for sustained visibility in a competitive arena.
Beyond the numbers, MacDonald’s influence is evident in the way he crafts narratives that resonate with diverse audiences, ensuring that WKU Athletics remains a topic of conversation in sports media circles. His ability to foster meaningful relationships with journalists and outlets has created a pipeline of consistent coverage, whether through game-day stories or off-field features. This relational approach is complemented by his knack for leveraging multimedia content, which adds depth to the stories being told about WKU’s athletes and teams. By prioritizing both the quantity and quality of media exposure, MacDonald has positioned the athletic department as a reliable source of engaging content, appealing to fans and media alike. His work in this domain also sets the stage for innovative projects that capture attention on a broader scale, demonstrating a forward-thinking mindset that continuously seeks to push boundaries in how college sports are communicated to the public.
Innovative Branding Initiatives
One of the standout aspects of MacDonald’s tenure at WKU is his ability to transform traditional events into high-impact branding opportunities, particularly through initiatives like the Big Red uniform reveals for the football program. Launched in 2023 and continued into the following year, these reveals were strategically designed to maximize media attention and fan engagement, resulting in over $1 million in media exposure value for the initial event. The subsequent reveal doubled social media impressions, showcasing a growing digital footprint. Collaborating with WKU’s NIL/Student-Athlete Development staff, MacDonald timed merchandise releases on The NIL Store to coincide with these events, a move that earned WKU the 2024 NIL Store Award for School Activation of the Year and a nomination for the same in the current cycle. This synergy between branding and NIL opportunities highlights how MacDonald navigates modern trends in college athletics to amplify WKU’s presence.
Additionally, MacDonald’s creative vision extends to other platforms, as seen in his role as Executive Producer of the weekly television show “Talkin’ Tops,” which airs 32 episodes annually from August to May. Managing content, interviews, and talent, he ensures the show serves as a dynamic window into WKU Athletics, engaging viewers with compelling storytelling and insider perspectives. This multifaceted approach to branding—spanning social media, merchandise, and broadcast—demonstrates a keen understanding of how different mediums can work together to build a cohesive and recognizable identity for the Hilltoppers. By consistently innovating in how WKU presents itself, MacDonald not only boosts immediate engagement but also lays the groundwork for long-term loyalty among fans and stakeholders, reinforcing the athletic department’s relevance in an era where attention is a prized commodity in sports marketing.
Foundations in Journalism and Career Growth
Before shaping WKU Athletics’ media strategy, Jared MacDonald honed his craft in journalism, building a robust foundation that informs his current role with a unique perspective on storytelling and audience engagement. From 2019 to 2022, he covered WKU Athletics for the Bowling Green Daily News, gaining intimate knowledge of the programs he now promotes. Prior positions included a stint as the West Virginia University Athletics Content Coordinator for HD Media, which operates notable publications, and as a sports reporter at The Ledger Independent in Maysville, Kentucky. His journalistic prowess earned multiple Kentucky Press Association awards, including honors for Best Sports Feature Story and Best Sports Page/Section, reflecting a talent for capturing the human elements of sports. This background in crafting compelling narratives has seamlessly translated into his ability to highlight WKU’s achievements in ways that resonate deeply with varied audiences.
MacDonald’s educational journey further equipped him for success, with a bachelor’s degree in communication from Lasell College in Newton, Massachusetts, focusing on sports communication and media production. During those formative years, contributions to the school newspaper and radio station, alongside an internship at a Boston television station covering professional sports, sharpened his skills in content creation under real-world pressures. Hailing originally from Dexter, Maine, and now based in Bowling Green, Kentucky, MacDonald brings a blend of regional insights and broad professional experiences to his role at WKU. This diverse career trajectory—from reporter to strategic communicator—illustrates how a deep-rooted passion for sports storytelling can evolve into leadership that drives an athletic department’s visibility, offering a model for how skills honed in one field can profoundly impact another within the same industry.
Reflecting on a Legacy of Impact
Looking back, Jared MacDonald’s contributions to WKU Athletics since joining in 2023 stand as a testament to the power of strategic communication in transforming a program’s public profile. His leadership in generating millions in media value for the football program, coupled with award-winning branding initiatives, marks a period of significant growth in recognition for the Hilltoppers. The innovative uniform reveals and the engaging content of “Talkin’ Tops” showcase a knack for capturing attention across platforms. Moving forward, the focus should remain on expanding these creative strategies to other sports within WKU Athletics, ensuring a balanced spotlight across all programs. Exploring emerging digital tools and further integrating NIL opportunities could sustain this momentum, setting new standards for how mid-major programs compete for attention. MacDonald’s journey offers a blueprint for athletic departments nationwide, emphasizing that with vision and collaboration, visibility can become a powerful tool for growth and connection.
