SEAT Global Magazine - Sports Industry Case Studies Issue 06 August/Sept 2017 - Page 40

How to Impact Sports and Entertainment: STEAM as a Marketing Platform ... not just an Education Program

When one thinks of STEAM or STEM, the correlation is typically an educational program with an emphasis on science, technology, engineering, arts and math. Best practices are in place as are applied activities in learning principles. Teachers and educational systems recognize and are passionate about the need and importance of STEAM curriculum and applications in an ever-changing world that increasingly is being driven by STEAM-centric professions and industries.

Unfortunately, corporations often do not process that recognition in the most productive manner. That statement might trigger some pushback, perhaps a lot of pushback, in the minds of more than a few corporate managers and executives. Nonetheless, it’s true. Even though corporations recognize the value of having STEAM-trained employees, they have yet to use their marketing platforms and BUDGETS to fund what might be the most essential element of their existence.

If the talent is not there, if it is not sufficiently trained to create and provide better products or services, then a company will not prosper and potentially, fall behind its competitors. Corporations spend an inordinate amount of resources recruiting talent because they must. Training is an investment, not an expense.

Case Study @SEATconference

According to a recent survey by, between 14 and 18 percent of an employee’s first-year salary is spent on recruitment to fill that position. Companies must convince students and burgeoning talent that their company is a better place to work for a wide variety of reasons, not the least of these being that the company is on the cutting edge of its industry – an industry leader if you wish. And everyone wants to work for an industry leader, right? At least that’s the rationale.