Loyola College Basketball

Increase attendance

Jamie GorczynskiBen Schubert Sean Baker Sean MurphyRudy van Wesel

I. Executive Summary

Brief Background

• Loyola College found in 1852.• 3,418 full time undergraduate and 2,656

graduate students.• NCAA Division I level • Offer eight men’s and eight women’s

athletic teams.

Greyhounds Men’s Basketball

• Member of the Metro Atlantic Athletic Conference (MAAC)

• Hosts home games in the 3,000 seat Reitz Arena

• 2001-2002 season; overall record 5-23 and 4-14 during MAAC league play

• 2002-2003 season scheduled to play thirteen home games

Greyhounds Men’s Basketball, cont.

• MAAC Coaches Poll, Greyhounds were selected last out of ten teams.

• Head men’s basketball coach – Scott Hicks

• 2001-2002 season-average attendance 580 spectators > compared to average of 2112 spectators per game for away games.

II. The Challenge

“The primary challenge being addressed is the development of a feasible, adaptable plan to increase fan turnout, and revive enthusiasm and support for the Loyola College Greyhounds men’s basketball team”.

III. Situation Analysis

Team Analysis

• NCAA Division I, MAAC conference• 2001-2002 season: record 5-23 and 4-14

MAAC league

• Strengths– Maturity and experience– Confidence should be higher due to

contending in a number of close games– Recruitment of strong freshman class

Team Analysis, cont.

• Weaknesses– Chosen to finish last by a preseason MAAC

Coaches Poll.– Poor support/attendance– Despite added maturity, still relatively young

Competitor Analysis

• Competition can be thought of as any better use of an individual’s time, as perceived by that individual, and not merely an alternate athletic event.– Prior commitments– College related work or activities– Alternate athletic events

• In any respect, Loyola men’s basketball team faces considerable competition for fan support/attendance.

Customer Analysis

• 2002 season average 580 spectators per game

• Attendance represents less than one fifth (19.3%) of the total occupancy of Reitz Arena

• 62% of the college’s 40,862 or approx. • 25,335 alumni live in Maryland • Total population of attendants who are

either students or employees represent less than nine percent (8.4%)

PEST Analysis

• Looks at Political, Economical, Social, and Technological environments of an organization

• Social and Technological are only two that directly affect Loyola College basketball

• Social: i.e., distribute to student body first, get alumni involved, sell to groups

• Technological: i.e., lighting and music, television, radio, internet broadcasts

SWOT Analysis

• Organizational Strengths– College name and rep, past teams and

players, ticket packages, facilities

• Organizational Weaknesses– Losing seasons, no student bar, no big

recruits or coaches (no offense Donovan)

SWOT Analysis, cont.

• Environmental Opportunities– Potential to be dominant in MAAC, city name

and activities, automatic bid to NCAA East

• Environmental Threats– Other games in area, Wizards, surrounding

neighborhoods (safety), reputation of NBA (arrests and images)

IV. Market Segmentation

Consumer profile

“The consumer profile varies by sport, by place of residence, by life situation, and by a host of other factors” (Mullin 103).

Current market

• Undergraduate/graduate students, alumni, faculty, administrative and support personnel, and people from the surrounding area

• 580 avg. home game attendance2112 avg. away game attendance

Target market

• Loyola Students– Identifiablity

• 3,418 full-time undergraduates, and 2,656 graduate students

– Accessibility• GroupWise e-mail, phone-mail• 75% of students reside on campus

– Responsiveness• ???

Consumer's State of Being/Mind

• Demographics– Relevant

• Age • Income• Geography

– Irrelevant• Gender• Race/Ethnicity• Sexual Orientation

Product Usage / Benefits

• Product Usage– Entertainment

• Allow the consumer to consume at more levels

• Product Benefits– Revenue– School Spirit

V. Alternative strategies

Alternative Strategies

• Other Potential Segments– Alumni– faculty, administrative and support personnel– people from the surrounding area

VI. Selected marketing strategy

Selected Strategy

• Sky bar• Enhance atmosphere • 21 club

VII. Short and long term projections

Results

• Immediate effects– Popularity

• Attendance• Merchandise

• Expected long term results– NAAC competitive– Loyola pride

Q&A

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