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The story created a media frenzy in mid-August. In Barrow, Alaska, of all places. Up on the Arctic Circle, on the Arctic Ocean. NBC and ABC were there. So was ESPN. The media was covering the Barrow Whalers football team come from two touchdown scores behind to beat out a rival Seward Alaska team in the final three minutes of the game. Final score Barrow, 18 - Seward, 16.
The crowd of over 3,000, out of a town population of 4,200 Barrow residents, went crazy. Crazy in a joyous, wonderful way. Larry Csonka was there. So was Cathy Parker. . .the Florida woman who had made it all possible. The football team members dove into the Arctic Ocean. The celebration went on and on... .
What’s so great about another high school football game? Everything.
Barrow has a large native population of Inupiats; its high school has a dropout rate of 50%, all Inupiats. When Trent Blankenship, the new superintendent of schools arrived in Barrow from Wyoming, he surveyed the community to find out what the district needed to get the students more involved in school, so that they’d stay in school. The #1 response? Football.
Now, how can football be played in Barrow? The town is so far north, grass doesn’t grow there, so the team played on a gravel field. Not only that: the team’s closest competitor is 500 miles away. Not exactly ideal conditions. The Whalers had only won one of its games last season, but plugged doggedly on. Their story caught the attention of ESPN, and that network aired a documentary on the Barrow Whalers last October.
The documentary took a northern Florida mom, Cathy Parker, by storm. The mother of three sons who play football, and the wife of a high school offensive coordinator/coach, knew she had to do something. "When I watched the ESPN special and saw the problems the community had, and that they had implemented football in hopes to reverse it. . .I knew as a mom with football players that it would work and it was definitely something that would give them hope," Parker said.
How successful was this one-woman, grassroots cause marketer in her efforts? She launched Parker’s Project Alaska, seeking donated services and money to raise the $800,000 necessary to install a turf football field in Barrow. Piece by piece, and donation by donation, the money rolled in.
When the Barrow Whalers took the field for their first game of the season, on August 17th, they were playing on their new blue turf. As Alaska’s NBC affiliate, KTUU TV put it: “A field of dreams in the far north." Even more improbable: the team’s come-from-behind win.
And so, another “miracle on ice.” There are hundreds, even thousands of grassroots marketing programs launched, not by companies or professional marketers, but by ordinary citizens who see a need and move to address it.
How many other great stories are out there? We’d love to get your input on this one, or share other inspirational stories you know of. After all: one great idea can lead to another... .
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Comments
Ted, interesting story and thanks for sharing. With global warming the artic north is becoming a lot more hospitable. Green grass for football, isn't very far away...
Posted by: Paul Barsch | 09.25.07
I remember seeing the ESPN documentary earlier this year. Hadn't heard about Ms. Parker's grassroots movement to get the Whalers a 'real' field. Thanks for the update Ted!
Posted by: Mack Collier | 09.25.07
Paul & Mack,
Thanks for your comments. I have to say the reason I was moved to write this post was that I was struck by Cathy Parker's decision to take action in this case. It just goes to show you that the average citizen who is moved by a story and wants to make a difference, can become an adept marketer. All it takes is the motivation, passion and drive to see an idea through. A lesson for all of us. Thanks for writing.
Posted by: Ted Mininni | 09.26.07
The last thing Barrow needed was a turf football field! Too bad Ms. Parker didn't raise the money for a "Miracle Baseball Field" for disabled children instead.
Posted by: Gone to Alaska | 09.30.07
Dear Gone to Alaska,
There are many worthwhile causes people can rally behind, aren't there? I agree with you that communities should support and assist their diabled citizens. However, a vast majority of Barrow's citizens, when polled, wanted a football field to benefit their youth on several levels. First, kids needed something to get excited about and had little outside of school. Boredom leads to a lot of problems, and school drop-out rates were high. The kids loved football, so this seemed like a good fit. Second, the underlying reason for a football program was to encourage kids to stay in school and get an education. And there's nothing wrong with any of that.
Now, someone else might take your suggestion and create a baseball field in Barrow--possibilities are endless. . .and we've seen what can happen if just one person gets behind a great cause. Go for it! And thanks for writing.
Posted by: Ted Mininni | 10.01.07
Dear "Gone To Alaska",
I was a cheerleader for the Barrow High School Football Team. That field that Cathy Parker fundraised for is probably the best thing that could have ever happened to my hometown. It may not seem like a miracle to you, but it was for us. It was definitely had a greater impact than all of us could have expected. Many of our town's people believed it was also a waste of money, but in the end it was our own little "miracle". Everyone back home loves that field now. It gives our parents and elders hope for the generation that I belong to. If I had known about this article I would have definitely wrote a comment much sooner, along with many other classmates of mine. You have no clue how all of Barrow felt when we won our first game on that wonderful astro turf. Many were crying, screaming, and hugging each other. I was definitely guilty of all three of those actions. I love how we get continued support from people who have never met our team, but I cannot say the same for when I hear negativity go towards the topic of the Bartram Trail High School and Cathy Parker's hard work to help us out. If you don't believe it was worth anything, why don't you visit Barrow, Alaska and see a game for yourself. It's definitely not like any other football game ever played.
Posted by: Cassandra Zabala | 10.21.08
Hi Cassandra,
No one could ever give a testimonial for the true meaning of Ms. Parker's gift of astro turf to Barrow like a member of the community. You, and your fellow citizens in Barrow are the beneficiaries of her thoughtfulness and perseverance to accomplish this worthwhile goal. Thanks for sharing the deep meaning and gratitude of the people who live in Barrow.
Posted by: Ted Mininni | 10.21.08