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A Miami Moment with Samantha Stevens

05/16/2013

Samantha Stevens
Samantha Stevens
Samantha Stevens will tell you that the hottest fashion for 2013 and beyond is Miami’s red and white. As manager of university trademarks and licensing, Stevens, who joined university communications and marketing in March, plans to increase visibility and sales of Miami merchandise while streamlining the use of the “M” both internally and externally.

Q: This is a new position at Miami, what are some of your goals?

A: The goal for our licensing program is to increase royalties, which ultimately are split between our university scholarship fund and the athletic scholarship fund. Since this is a new position at Miami, right now I am focusing on educating retailers, licensees and vendors about Miami and encouraging them to sell our merchandise locally, regionally and nationally. They need to know the Miami story, our special traditions and what is currently happening with our students, faculty and athletic teams. Because we have a lot of passionate alumni and fans all over, I am working to add more retail locations. Then my role is to make sure people know where they can buy Miami merchandise.

Q: You must have to know the ins and outs of retail?

Miami merchandise
Miami merchandise
A: It’s all about understanding the trends — what new products are up and coming in the college market and what we are missing in areas. For instance, we need to do a lot more with higher-end women’s apparel and children’s clothing. I see a lot of opportunity in those areas. Let’s outfit the entire family in Miami red and white. It’s also about knowing the hot market times, such as being proactive for those times of year when our sports teams excel. My job is to make sure our retailers are aware of accomplishments, like our men’s hockey team heading to the Frozen Four Championships, and capitalize on those opportunities.

Q: What resources do you have for Miami employees who use the Miami logo?

A: One of my first tasks was to update our trademarks and licensing website. I added tons of new information that explains proper usage of Miami’s logo and how best to order merchandise. I am eager to work with departments and student organizations. There is also a new Facebook page, Miami University: Love & Honor Show It, that I encourage everyone to "like." In addition, each month I send out a newsletter to licensees and vendors that provides them with the latest trend news, spotlights merchandisers and highlights the latest merchandise.

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