“… a time when Georgia Tech was considered cool in Atlanta…”

About this, Andy Staples ($$) says, “To the uninitiated, it can seem like schtick.”

Geoff Collins popped up on the screen, drinking from a Waffle House cup and wearing a hat with Atlanta’s 404 area code printed in the iconic yellow blocks from the Waffle House sign. The Georgia Tech coach didn’t need the custom Welcome To Atlanta background that appears behind him on his Zoom calls to tell anyone where he lives. Since taking the job in December 2018, Collins has tried to make the Yellow Jackets and Atlanta synonymous.

He has done this for two reasons. First, branding is in Collins’ blood. Whether it was drawing Cans of Swag for recruits during his stint as Mississippi State’s defensive coordinator or dubbing third down the “Money Down” — with managers bounding up and down on the sidelines holding dollar signs — at his last three stops, Collins has always naturally tried to differentiate himself.

Staples says the reason Collins has been so relentless about branding is that he’s trying “to get everyone to stop associating Georgia Tech with the option.”

You know what?  Weirdly enough, I get that.

22 Comments

Filed under Georgia Tech Football

22 responses to ““… a time when Georgia Tech was considered cool in Atlanta…”

  1. It’s cute to see our goofy little brother trying to hip it up @ TWH. Just remember rennember to show up in the 706 to take yo whipping!

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  2. Go Dawgs!

    His 404 branding strategy is pretty brilliant. The thing that Paul Johnson never understood is that you don’t have to beat the University of Georgia in recruiting in order to still do really well in the state of Georgia in recruiting… you just have to find a way to be second in line at the buffet and occasionally beat out UGA for an in state guy. That’s how Auburn and Clemson built championship programs. Tech isn’t going to be on that same track, but they also don’t have to unilaterally surrender in recruiting the way Johnson did. If you can let players in the state know that the option is gone and play up Tech’s location in Atlanta, you may get some guys thinking that you’re a cool program.

    Of course, it’s all little brother antics. But if you’re Georgia Tech, what else can you do?

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    • Mayor

      Chan Gailey had his faults but he could recruit. If you will remember, Johnson’s best team was with Gaileys players.

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  3. Down Island Way

    Senator, didn’t know tech was an/the/only/weirdly/404/WH option…do know traveling the width and breath of america to Mark Richt field to witness UGA performing the annual spanking/beat down of the “flag boys” alma mater is an option i enjoy…”Whut’ll ya have” is the one thing i do miss from that side of the street

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  4. practicaldawg

    It’s hard to envision them ever being relevant again. They held onto Fish Fry far too long in an era where the game and recruiting left them behind. They are decades behind in lost earnings and funding that will make it all but impossible to compete with the war chests of elite programs.

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    • Corch Irvin Meyers, New USC Corch (2021)

      That’s not really the way it works anymore. Relative success is just a hard recruiting coaching staff.

      If Collins can have Tech in the 15-20 area regarding recruiting, he’ll win 8-10 games per year and compete for that shitty ACC Division they’re in and make some NY6 Bowls.

      And the thing is, there’s no reason he shouldn’t be able to make that work, as long as he and his staff don’t miss on 3-star and even some 4-star recruits that Georgia, Bama, Auburn, and Clemson can’t take on a year-to-year basis, develop that talent, and win the winnable games.

      Look, at the end of the day I hate the NATS, but to me, a top-15 program that we beat every year that is in contention for its division bolsters our playoff resumé. A 5 or 6 loss also-ran under Fish Fry, while fun to beat, was a stone around our strength of scheduling neck.

      The thing is, no matter what Collins does, even if its winning a division every few years and playing in some NY6 Bowls, Atlanta will never be anything but a city in Georgia Bulldog Territory. It’s just the way it is.

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      • practicaldawg

        So the annual recruiting rankings just reflect which staffs worked the hardest that year? No correlation with money spent on recruiting, facilities to attract recruits, etc.?

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      • Gaskilldawg

        I disagree about Paul Johnson’s Tech being a stone around our strength of schedule neck.
        Tech is an annual Power 5 OOC game and a biannual away Powet 5 OOC game. Our power program peers were using their OOC games for Group of 5 or FCS teams as home games.
        Now our ranking peers are beginning to schedule home and away Power 5 OOC games we are adding an additional one to our schedules meaning we typically will have 2 Power 5 home and away OOC games on our schedules to other teams’ one.
        Moreover McGarity’s scheduling philosophy during the Johnson years would have been to replace Tech with a home game each year against a team such as Middle Tennessee State or Troy, making our SOS worse than it was.

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        • Otto

          Bama, LSU, and Aubun have been doing a decent job of playing 1 name brand OOC game per year early in the year which creates headlines. Florida has FSU which while down is another big name. They have moved toward another OOC P5 game early in the year.

          GT being late in the year when everyone is playing in state rivals is not a big win for UGA as GT at best is looking at winning a weak division in the ACC and most of the time will be an 8-9 win bowl bound team which translate to a noon kick off and 3 minutes 14 seconds of coverage on Gameday.

          Despite all this I don’t wish for a change with GT and still remain in the camp of 1 big P5 nonConf game played early in the 8 SEC games filling in the remaining games with cupcakes Sun Belt, FCS whichever.

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  5. Mayor

    We don’t know yet how good of a coach Collins is going to be at Tech. Tech’s problem in the past has been bad ADs resulting in bad HC hires, not only in football. We on this blog love to make bad sh1t out of Georgia Tech but I am old enough to remember when Tech was a national power in football. That all changed when Bobby Dodd retired and the Nerds went through a series of incredibly bad HCs. Obviously Bobby Ross was a bright spot for them, but mostly it has been hard cheese. I still think if Tech got the right guy Tech football could be a major factor in the ACC, a weak conference. Tech is physically in Atlanta and incredible as this may seem there are an awful lot of players who prefer to attend college in an urban environment. Plus Atlanta is just full of talent. But in order to become a national power again iTech will take a hire on the magnitude of a Dabo or young Saban to pull that off. I don’t see that in Collins.

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    • Corch Irvin Meyers, New USC Corch (2021)

      They don’t need a Dabo or Saban to be successful, just someone who can recruit well and have his team play solid football. That’s all they need to win 8 games a year and every 3rd or 4th year win 10 games and that shitty division. That could be Collins, or maybe not. You know who would probably have decent success at Tech? You’re gonna laugh.

      Boom.

      He keeps killing himself in the SEC East, ramming his head against a brick wall, but if he coached Tech, with access to sign 3-star talent and the 4-stars Georgia, Bama, Auburn, and Clemson couldn’t fit into their classes, he would win that division every 2 or 3 years.

      Liked by 1 person

      • Mayor

        I didn’t think about it before but you’re right. Boom would be a good fit for Tech. I agree that the key for Tech is recruiting and Georgia, particularly Atlanta, is a hotbed for talent. UGA can’t sign everybody. Plus there still are a lot of legacies whose fathers or grandfathers played for Tech. Also, there are a lot of good basketball players in Georgia, Atlanta in particular. It really gets back to a failure to hire a good AD for Tech. They’ve gone through several in the last few years and the only one who appeared promising was stolen by Clemson.

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  6. Just Chuck (The Other One)

    If you were in Atlanta in the 60’s you could walk Peachtree past the Fox theater and see photos of Tech players displayed in the place of some of the movie posters. Those days are long gone. Much as Collins wants Tech to be associated with Atlanta, Atlanta doesn’t seem to want to be associated with Tech. They have bigger fish to fry.

    Liked by 1 person

  7. W Cobb Dawg

    So being branded with Waffle House is better than being branded with the option. If I spent 5 years focused on nothing but branding and the option, while eating every meal at the Waffle House, I don’t believe I’d have come up with that.

    Liked by 1 person

  8. 86BONE

    Fuck tech

    Liked by 1 person

  9. Rift-Raff

    I trace the demise of the bees back to the last game of the 1966 season, Bobby Dodd’s last game between the hedges. They came in undefeated, and poised to win an SEC championship in their last year in the conference. The Dogs dominated them 24-13, and it wasn’t even that close. I have heard that the reason Dodd took Tech out of the SEC was because the conference office had decreed that every team in the conference would henceforth have to play every other conference member at least twice every 10 years. This was a problem for Dodd as he looked upon the Mississippi schools and LSU as lower than dirt, and would not play them. If so, it’s kind of a headscratcher because other than this matter, he was known as a gentleman of the highest order.

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    • Muttley

      Tech had actually left the SEC three years earlier, end of the ’63-’64 school year. Tulane left in ’66, I believe, and yes, the standardized scheduling was a huge factor. Vanderbilt very nearly left over it and as late as the very early seventies was still refusing the conference schedule, I think.

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  10. Rift-Raff

    You are correct about them getting out of the conference in 64. I also remember Tulane being a member. What was really funny was the irony of Dodd looking down on Ole Miss. I had friends that were Ole Miss alums, and according to them, about that particular time, it was the most socially stratified university in America. I ‘spect they looked down their noses at Tech.
    I do wish Tech was back in the SEC. It’s absurd to me that Misszu and Texas A&M are members. I now live about 80 miles from Blacksburg, Va., and I think Virginia Tech is a better fit for the SEC East than Mizzu.

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    • Gaskilldawg

      I defer to you on the VATech and Mizzou comparison but I will say this about Mizzou fitting in, since joining SEC Mizzou has won as many division titles as Florida and Auburn, and more than LSU and Tennessee.

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  11. FlyingPeakDawg

    He doesn’t understand branding. He can’t use WH, 404, ATL skyline, etc. to get people to think “Tech!”. He should focus on GT qualities and emphasize those. The option was, in fact, a tech thing. He needs to get his own team identity to market…this other stuff is meaningless to the brand. If only they could consult with an institution known internationally for their Masters in Brand Management supported by companies like Coca-Cola, IBM, etc. to help….

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    • Corch Irvin Meyers, New USC Corch (2021)

      Methinks you don’t understanding marketing. He’s associating Tech Football with entities people associate with Atlanta. It’s actually very smart. If you read the article, you would have seen that he’s also marketing how Tech can help players with no NFL future find a future among all the businesses that call Atlanta home through internships, etc.

      I know it’s fun here at GTP to make fun of Collins, and there are so many reasons to do so. His dancing money down thing is outright the dumbest thing I’ve ever seen, and that includes Booch’s Tennessee Trashcan. However, Collins is marketing Tech brilliantly. That 26th-ranked class he took in 2019 represents a jump in magnitude of talent. He can get Tech into the 15-20 range that will make them a contender for their division and a pain in the ass for us.

      Liked by 1 person