Marckel Supplies Marketing Magic to Hunter's Heisman-Winning Campaign
By
Doug Donnelly
Special for MHSAA.com
July 29, 2025
When he was hired at the University of Toledo in 2016 as assistant director of creative services, Derek Marckel thought he had found his dream job only a few months after graduating from college.
Then he became Colorado University’s graphic designer for football in 2019 and thought he had finally landed the job he’s always wanted.
After stops at the Michigan State University to work with former football coach Mel Tucker, and University of Southern California to work with Lincoln Riley, Marckel, 32, is back in Colorado and certain he’s living the dream.
“This was the stuff I thought about doing when I was a kid,” said Marckel, who graduated from Ottawa Lake Whiteford High School in 2011. “I used to sit and draw pictures of all of my favorite University of Toledo football players, and then I’d take them and give them to the players or have them sign them. This is definitely what I’ve dreamed of doing someday.”
Last winter, Marckel was in New York City when his favorite subject – Colorado football player Travis Hunter – won the Heisman Trophy. It was a surreal moment for Marckel, who led a team of creative content makers who spent months last fall promoting Hunter for the biggest prize in all of college football.
“Going into the season, we knew he was going to have a pretty good chance,” Marckel said. “Once the games started playing out, we knew he had a legitimate shot.”
As senior art director at Colorado, Marckel led the Hunter-for-Heisman campaign. He was on the sidelines of every game, home and away, documenting Hunter and the rest of the Buffaloes. He designed billboards that were strategically placed around Denver and one in Times Square in New York City. Marckel’s team met weekly to plan a regular dose of social media posts and content promoting Hunter’s candidacy.
Heisman Trophy candidates emerge based on their on-field performances. But, behind the scenes, winning the trophy has long taken some pushing by colleges and universities.
“There’s a lot that goes into a campaign,” Marckel said. “You have to work with sponsors and donors who helped fund all of that. It’s a lengthy operation.”
As the season drew to a close, Colorado published a packet of information that Marckel designed and sent it to Heisman Trophy voters and the media. ESPN showcased his work.
“Almost everything we were doing was going viral,” Marckel said.
When it became clear Hunter was going to be a finalist for the award, Marckel was called upon to document the entire process. He and a member of his team went to New York City two days ahead of Hunter to be prepared when he landed in the city. Next were Heisman Trophy promotional appearances, photoshoots and the Heisman ceremony itself, and Marckel was there for all of it.
“It was Travis from sun-up to sun-down,” Marckel said. “We’d have little breaks during the day. I designed the billboard for him in Times Square. We had a photo shoot there.”
Helpfully, Hunter was a wonderful participant.
“We put a lot of work into it,” Marckel said. “Obviously it was his award, and he earned it, but it was very rewarding to us, too, to see our hard work pay off. I’ve been around thousands of athletes, and he’s probably my favorite one. He doesn’t necessarily love doing all of the media stuff, but he was comfortable around us.”
Marckel was born in Toledo but grew up in southeast Michigan. He was football team captain for the Bobcats as a senior and began his interest in design, art and photography during his time at Whiteford.
“I knew from a young age that I wanted to work professionally in sports,” Marckel said. “During my time at Whiteford, I spent a lot of my high school career around the football program. I was lucky to have my first two years of varsity with Coach (Jack) Luettke and my senior year with Coach (Matt) Garno, who had a background in graphic design. This ended up being a great foundation for me to combine my passion for football and graphic design as I was heading into the real world.”
Marckel graduated from Bowling Green State University in 2016 with a bachelor's degree in technology & visual communication technology. He landed an internship with the University of Toledo where he started designing team schedule posters, pocket schedules and souvenir tickets. That’s when social media started revolutionizing the industry, especially college football.
“Social media was kind of secondary to everything else when I started there,” he said. “It started to shift. I got in at the perfect time. Things were really starting to pick up. That’s when I knew sports was going to be what I wanted to do.”
After getting a full-time job at Toledo, his work caught the eye of someone at Colorado, and Marckel went west to become a graphic designer with the Buffaloes. When Tucker left Colorado for Michigan State, Marckel followed him to East Lansing.
At first, he missed Colorado.
“Even on the drive to East Lansing, I was thinking, ‘Why am I leaving Colorado?’” Marckel said.
He stayed two years, then landed the role as director of creative media at USC, working sun-up to sun-down in Los Angeles. When the opportunity came to return to Boulder, he jumped at it, becoming senior art director.
The Buffaloes went 1-11 his first season back at Colorado. The entire football coaching staff was let go.
That’s when Marckel’s world took another big turn.
“The rumors started flying about Coach Prime,” Marckel said, referring to Deion Sanders. “There are always these theoretical situations about who the coach is going to be. We found out about 8 p.m. that it was Coach Prime. We had to be on the tarmac at 1:30 a.m. I don’t get starstruck anymore just because of what I’ve been able to do and who I’ve been able to be around, but as soon as he stepped off the plane, I realized I was getting myself into something huge.”
Pro football hall of famers regularly makes stops at Colorado practices. Warren Sapp joined the Colorado staff. Terrell Owens stops by regularly. A steady wave of Sanders’ former teammates from the Dallas Cowboys attended practices as well.
Marckel documents it all, through his camera – a skill he’s honed along the way.
“When I started at Toledo, I would shoot all of those games, but I wasn’t a great photographer,” he said. “As time has gone on, it’s become such an emphasis. I’ve really had to refine everything I do to become the best at it.”
Initially he had to win the trust of Sanders, who brought some of his own content creators with him to Colorado.
“It took a little while to get us into a groove,” Marckel said. “Now we work side by side every day. It’s a smooth operation now. We bounce ideas off of each other.”
Day to day, Marckel works on social media, marketing, photoshoots of recruits and documents workouts and practices for Colorado social media channels.
He works with the football team exclusively, sometimes long hours during the season.
“You get kind of get burned out by end-of-season, but it's worth it,” Marckel said. “You are on the field every day with Heisman Trophy winners, hall of famers and first-round picks. It’s a cool job when you step back and look at it. This is most fun I’ve had working in college football in 10 years.”
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PHOTOS (Top) At left, Whiteford's Derek Marckel takes the field as a senior in 2010. At right, Marckel poses for a photo this year in front of the Times Square display he designed to promote Colorado's Travis Hunter. (Middle) Marckel stands for a photo with Hunter during the Heisman Trophy ceremony. (Photos courtesy of Derek Marckel.)
Kalamazoo United Teammates Personify Program's Friendly Rivalry After Fall is Done
By
Pam Shebest
Special for MHSAA.com
December 17, 2024
KALAMAZOO – Troy Ayotte was cheering on his son, Jack, at Kalamazoo Christian’s rivalry basketball game against Hackett Catholic Prep two weeks ago.
All of a sudden, he felt conflicted.
He found himself cheering for a couple of Hackett players.
Ayotte is head football coach of Kalamazoo United, a co-op team with players from both schools.
Three of those players – Keegan McCue, Gavin St. Martin and Elijah Brooks – were now wearing Irish green on the floor.
“I was like, ‘Oh no, (K-Christian) is getting beat, but then you see someone like Keegan or Elijah or Gavin, any of the football players over there and they make a shot and you go, ‘Yes!’” Ayotte said.
“It’s like, what’s wrong with me? Until you experience it, you don’t know how to explain it. You’re happy for them. They’re playing against kids you coached, and you’re just glad to watch them out there competing.”
Besides Jack Ayotte, K-Christian basketball players who also played for United are Jackson Herder, Carter Manion and Chris Daniels.
Hackett won the game, 79-35.
“It wasn’t the way I wanted (the game) to go, but it was fun,” Herder said. “It was fun to see all my football buddies without their helmets and football jerseys, playing another sport they work hard at.”
McCue quickly chimed in, laughing, “I liked the outcome.”
Continuing the bantering, Herder responded, “We’ve got one more game and maybe the postseason, so we’re coming Keeg.”
Being part of the football family in the fall – then rivals by winter – is no big deal, the juniors agreed.
“We go at each other during the (basketball) game, then after the game you’re talking to each other like best friends,” McCue said. “It’s an awesome place to be.”
The friendly rivalry started in eighth grade when United fielded two middle school teams, one for K-Christian players and the other for Hackett.
“We scrimmaged each other every week, and the one time we had an actual game, they beat us for the only time,” Herder said.
“It was fun. Ever since then, we’ve clicked both on the football field and off the football field.”
Clicking is an understatement.
McCue and Herder led United to a Division 5 Regional Final where the Titans lost to Grand Rapids Catholic Central, 21-14.
Both players put up monster numbers throughout the season.
Herder, a 6-foot, left-handed quarterback, amassed 2,615 total yards, 2,041 of them passing, with 33 for touchdowns including 28 through the air.
Many of those yards were with McCue, a 5-10 wide receiver who compiled 1,500 all-purpose yards and 16 touchdowns.
McCue not only piled up numbers on offense, but was also proficient on defense. The safety recorded 111 total tackles, many for loss, and snagged four interceptions. He also had six pass breakups, four forced fumbles, three fumble recoveries and two blocked punts.
McCue favors defense because “I love making plays on the ball and tackling people and hitting them hard. It’s so fun.”
Last week he was named Michigan Sports Writers Division 5 first-team all-state.
10-year anniversary
United had a bumpy start 10 years ago trying to combine players from two rival schools into one team.
Both Herder and McCue said they think that being faith-based schools helped the team mesh.
“We pray before every practice, after every practice, before games, after games,” McCue said. “Having that religious aspect to it definitely helps.
“It’s actually really awesome because those guys you don’t see every day during school, but you see then every day during practice during the season and it’s like you don’t go to a different school at all. You’re just family, just brothers, so it’s awesome.”
Troy Ayotte said the biggest challenge for him is answering to two schools.
As for the players, faith is an attribute, the coach said. “They all have common goals.
“Both schools share the same faith-based element, and there are a lot of similarities there. Athletically, both schools stand for the same thing, and that’s excellence.”
Ayotte is not surprised at the success of both Herder and McCue and expects even better things from them next season.
“These two take it upon themselves to become the great athletes they are, and it’s an honor to be on the ride for it,” he said.
Herder went through his lumps last year and he learned from them, Ayotte said. “That’s the highest compliment. Everybody’s going to fail; it’s how you succeed,” the coach noted. “He really put in the time and the effort and had a great junior year.”
Ayotte said there are other players in the system who want to play quarterback, which is good to keep people sharp.
For now, Herder is atop the depth chart.
“Jackson’s got great moxie and a boatload of confidence,” he said. “Saying he’s confident doesn’t mean he sits higher than the rest of the team. He’s very humble in the way he does it.
“It’s a unique thing. You just know when somebody’s ‘got that,’ the ability to lead but not be too boisterous, just have that nice combination.”
As for McCue, “Keegan brings the thunder,” Ayotte said. “He’s the vocal, he’s king hype. There’s nothing ingenuous at all. It’s not fake.
“What the kids see is the truth in it. Keegan plays with such heart and passion for the game, it’s undeniable.”
With football season over, Herder is translating those skills from the turf to the hardwood.
“I feel like the Lord has blessed me with the ability to lead,” he said. “All the work and dedication that fits that role fits the personality and attitude he gave me.
“It fits with my character and attitude off the field, too. Leader off the field, leader on the field.”
K-Christian basketball coach Seth Dugan appreciates that skill.
“We have seven seniors on our team and Jackson is a captain as a junior, which says a lot about him,” Dugan said.
“He’s good at getting guys in the right spot and sees the floor very well. He’s a natural leader and, as a quarterback, that comes pretty naturally. He puts the team first and is positive and vocal.”
McCue’s leadership on the football field also has carried over.
“He is a competitor who makes his teammates better by pushing them in practice,” Hackett basketball coach Ryan Basler said.
“He is a leader who is not shy to lead by example. I love that he leads our team in prayer many days; this shows his leadership and faith life.”
Pam Shebest served as a sportswriter at the Kalamazoo Gazette from 1985-2009 after 11 years part-time with the Gazette while teaching French and English at White Pigeon High School. She can be reached at [email protected] with story ideas for Calhoun, Kalamazoo and Van Buren counties.
PHOTOS (Top) Kalamazoo United football teammates Jackson Herder and Keegan McCue are rivals during basketball season playing for Hackett Catholic Prep and K-Christian, respectively. (2) United football coach Troy Ayotte. (3) Herder, right, directs the football offense at quarterback against Berrien Springs, with McCue his top receiver advancing the ball. (4) Herder, top, prepares to inbound the basketball, and McCue gets to the hoop against Constantine. (Top photo and headshot by Pam Shebest. Football photos by Kristin Browning. Herder basketball photo by Travis Long, and McCue basketball photo by Chris Ogrin.)