Marquette Athletics PR Playbook

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Public Relations Campaign Plan

for

Women’s Volleyball and Women’s Basketball

Proposed by Full Court Public RelationsMary Delaat, Jenny Wilson, Angela Savini, Kerry Burke and Micah Soriano

Submitted in partial fulfillment of the requirements for Marquette University’s Senior Public Relations Capstone course: PURE 4997, Fall 2011.

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Executive Summary 6

Industry Overview 8

Market Analysis 9

Organizational History 11

Primary Research 15

Media Scan 18

SWOT Analysis 20

Audience Analysis 21

The Plan: Women’s Volleyball 27

The Plan: Women’s Basketball 35

Measurement & Evaluation 47

Conclusion 48

Timelines 50

Budgets 54

References 63

Appendices 66

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When it comes to collegiate revenue generating sports, two have always reigned supreme: men’s football and men’s basketball. Individually, each sport has the capability to fund all other athletic programs at most universities. Though it is possible to support the entire athletic department on funding provided primarily through the success of one sport, it is not ideal by any means. Therefore, university athletic departments throughout the country have been faced with the same question for decades: how do you even begin to attempt to slightly close the gap between collegiate revenue and nonrevenue sports?

In attempts to answer this question, Full Court PR has developed two integrated marketing and communication campaigns to be executed by the Marquette Athletic Department for the 2012-2013 Marquette women’s volleyball and basketball seasons, respectively. Each campaign aims to fulfill the following objectives:

• Increase overall attendance

• Boost both campus and community awareness of the teams and their successes

• Further engage fans through heightening interaction with social media sites.

Through the conduction of primary and secondary research, Full Court PR was able to gain very useful insight that guided the development of numerous

Executive Summary

aspects of the campaigns. Focus group and surveys administered to samples of Marquette students proved to be most useful in the selection of target audiences. A reoccurring theme throughout primary research was that students would be more willing to make time to go to women’s volleyball matches than they would be to attend women’s basketball games. This is due to there being no competing varsity men’s volleyball program on campus. Due to these results, students were selected as the primary audience for the women’s volleyball campaign and as the secondary audience for women’s basketball. With its focus on the importance of playing a fundamentally sound game of basketball, it was concluded that team moms would be best suited as the primary audience for the women’s basketball campaign. These games present the opportunity for the education of young athletes through observation of a higher level of play that is available in a family-friendly atmosphere at an affordable price. Due to volleyball presenting similar opportunities, team moms act as the perfect secondary audience for the women’s volleyball campaign.

Whereas the marketing efforts for the women’s basketball and volleyball programs at Marquette have many strengths, including attempts to encourage students to attend games and matches through offering various incentives, and providing numerous group ticket opportunities for community members, Full Court PR proposes implementation of a plethora of strategies to continue the evolution of nonrevenue sports marketing

opportunities. The utilization of new partnerships with media outlets that more specifically target the selected audiences, combined with increased interaction with new media such as mobile applications, blogs and social media sites, is sure to guarantee awareness of the teams and their successes. The use of various new events will allow students and community members to interact with the players of each team and get to know them on a more personal level. Improving the overall atmosphere at volleyball matches and basketball games by encouraging more fan interaction, will increase the value of attending either team’s events due to feeling a greater level of excitement for the team. The fine-tuning of promotional giveaways and eye-catching promotional displays will also contribute to meeting campaign objectives.

The effectiveness of all campaign objectives, strategies and tactics should be tracked both throughout the campaigns and at their conclusions. All results should then be compared to previous campaigns in order to best select future campaign tactics.

Through the research conducted by Full Court PR, it is certain that the use of these strategies and tactics will lead to increased awareness and interaction of the targeted audiences, in turn, leading to increased attendance of Marquette women’s basketball games and volleyball matches.

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Industry Overview

In the case of university sports, basketball and football reign supreme. This leaves nonrevenue women’s volleyball and basketball programs struggling with at-tendance and revenue. According to NCAA records, the average attendance for Division I football was about 30,000 spectators during the 2010 season (2010). Also according to NCAA records, average attendance per home game for Division I men’s basketball in 2011 was 5,025 (2011). However, attendance in 2011 for Division I women’s basketball games averaged about 1,585 spectators per home game (NCAA, 2011). Finally, the top 50 women’s volleyball teams with the highest attendance in 2010 averaged approxi-mately 900 to 6,100 people per game (NCAA, 2010). Through November 12, 2011, the average home attendance for women’s volleyball in the Big East Conference was approximately 400 attendees per game.

The main issue with having a smaller attendance record in comparison to other Division I teams is that less revenue is generated. Lack of attendees leaves coaches and athletic administrators with the challenge of funding, which is crucial in order for the athletic department to be able to offset the rising costs of programs. A few of the major costs associated with collegiate sports include necessary equipment, team jerseys, travel expenses, salaries for staff and the athletic scholarships.

Studies have established that within most athletic programs at major univer-sities, men’s football and basketball are the only revenue-generating sport programs (James & Ross, 2004). Therefore, these sports have the capacity to generate enough revenue to provide nonrevenue sports with a budget to support their respective pro-grams.

In order to increase revenue for nonrevenue sports, universities have tradi-tionally looked to merchandise sales, concessions and gate receipts. In regards to mer-chandise sales, a study by James and Ross found that “research has indicated that one out of every four athletic programs receives no annual licensing revenue and another

25 percent receive 50 percent or less of the revenue generated through merchandise sales” (2004, p.18). This indicates that while merchandising is a potential un-tapped market, retailers can expect only a small percentage of return on investment.

Concessions also provide schools with revenue, however the amount is minimal. A study published by the National Collegiate Athletic Association found that concessions only represent about two percent of revenue for Division I athletics (James & Ross, 2004). The reason for minimal economic return boils down to two main factors. The first is because of the smaller disposable income of fans, specifically of the student audience (Howard & Crompton, 2003; James & Ross, 2004). Along with the fact that the potential consumers lack funds, concessions at sporting events are often sold at a very high price that students cannot justify paying. The second reason is due to the food and beverage selections available. In comparison to professional sporting events, concessions at collegiate sports bring in 35 percent less revenue, which is largely at-tributed to lack of beer and alcohol sales (James, Ross, 2004).

With the low revenue generated from merchandise sales and concessions, the athletic marketing team must look to other possible avenues from which to generate income. Ticket sales from all sports then seem to be the most obvious way to gain rev-enue. Portions of the revenue generated from the men’s football and men’s basketball programs can be delegated to other athletic programs to help support and fund the university’s nonrevenue sports. Ticket sales for sports such as women’s volleyball and basketball are not expected to generate nearly as much income as the larger and more “attractive” sports, however, it is reasonable to focus on getting more “butts in seats” at these events through promotional work and marketing in order to generate more revenue. Marquette University’s women’s volleyball and basketball programs are no exception to these statistics on the lack of revenue, but it is realistic to think that this issue can be resolved.

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Market Analysis

The necessity for increased ticket sales at nonrevenue sports leads to a need for new marketing strategies. “Favorite” marketing strategies for sports administrators include taking advantage of new technology, showcasing big stars and rivalry games, exploiting large events, improving target efforts, reaching out to new markets and reconnecting with traditional fans (Martin, Miller, Elsisi, Bowers, Hall, 2011). These specific marketing strategies are used in order to meet the goals of increasing attendance at games, maintaining as well as attracting new consumers, and seeking out new revenue streams (Martin, et al., 2011). A few popular techniques for attracting and maintaining a strong fan base, as well as for providing entertainment value, are themed games, promotional activities during halftime, highlighting star athletes, and various ticket packages (Martin, et al., 2011). The latter is especially useful for students on a tight financial budget. A survey of 535 athletic directors in NCAA Division I and Division II universities published in Sport Marketing Quarterly in 1995, examined the most effective marketing tools in regards to college sporting events. Researchers found that the most effective tactics used to increase attendance and revenue were strong advertising and promotion, low ticket pricing, highlighting the entertainment value, and the quality and convenience of the facilities (Stevens, et al., 1995; Martin, et al., 2001). The strongest channels that the athletic directors found to promote an upcoming event were through word-of-mouth followed by newspaper, radio and television advertisements (Martin, et al., 2001). A study published in the Journal of Issues in Intercollegiate Athletics in 2011 by Martin, Miller, Elsisi, Bowers and Hall surveyed marketing directors’ approach to promoting collegiate sports. One-hundred and thirty-six marketing directors took part in the study, which asked about specific promotional strategies used at their respective universities (Martin et al., 2011) They found that over 50 percent of the marketing directors were using the same marketing promotions (Martin, et al., 2011). For instance, over 94 percent of directors utilize halftime promotions and brochures to increase attendance. Furthermore, 93 percent use local business sponsorship and radio advertisements, 92 percent use game giveaways, 90 percent use newspapers, and 83 percent use the Internet in order to increase attendance records (Martin, et al., 2011). The survey also reported less frequently used marketing tactics. These included

nongame giveaways, magazine advertisements, team calendars, parades, and concerts (Martin et al., 2001). To see some of these promotions in practice, one could look to the women’s volleyball promotions at Penn State, which has the fifth highest average attendance in Division I women’s volleyball (NCAA, 2010). One halftime promotion utilized by Penn State is the chance for a student to win a new car by successfully executing a difficult serve. The participant of this competition was chosen during the November 5 game, when Penn State played Indiana. For eligibility in the contest the student had to sign up at the HUB information desk (located in the union) one week prior to the game.

The same match also had a special CODE BLUE promotion. The week before the game, signage was posted around campus to raise awareness of the event. During this week, students were able to sign up for the grand prize to be given away at the end of the semester, which included the option of free textbooks for the spring semester sponsored by the university’s bookstore. Season tickets for either men’s basketball or football were also given away. A tailgate party was hosted before the CODE BLUE night and multiple prizes were given away throughout the game. This one night showcased halftime promotions, local business sponsorships and game giveaways.

The University of Connecticut also holds a variety of game-day promotions for its women’s volleyball team. For instance, for its first game of the 2011 season versus Holy Cross, free pizza and t-shirts were given out to the audience. Other various promotions that took place throughout the 2011 season included UConn bandanas and Frisbees. Themed games are also common at UConn, including a costume contest near Halloween, and the “PINKGame” where the best pink outfit wins a pink iPod in support of Breast Cancer Awareness Month in October. On Oct. 2 and 29 there were post-game meet and greets with the players and the coaches.

In regards to Division I women’s basketball, many of these marketing promotions can be found at Iowa State. Iowa State, which ranked fourth in average attendance numbers for Division I women’s basketball in 2010, has numerous player meet and greets throughout its season. For example, during the 2010-2011 season, there were 11 post-game autograph sessions with the players. Each session showcased a different player. This meet and greet tactic is one of the most commonly used by marketing directors. Of the directors surveyed, 79 percent use this strategy to promote

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the team and also to increase awareness and familiarity with the players in hopes of developing an emotional bond with fans (Martin et al., 2011).

Along with halftime promotions and fan giveaways, the Notre Dame women’s basketball team also takes part in numerous charitable events for the surrounding area during the season. The current season is the third year the team will take part in its outreach program called “Heart of the Irish.” There will be five cornerstone events throughout the season. The first will take place on the Dec. 2 game when it will hold its annual “Teddy Bear Toss”. Spectators will throw

their donated teddy bears and other stuffed animals onto the court during halftime. The stuffed animals will then be given to the Riley’s Children Hospital patients. The second event will take place on Dec. 7. For this game, spectators will bring nonperishable food items to be donated to a food drive for the St. Joseph County chapter of the Saint Vincent de Paul Society. The other three events involve donations of children’s books to the South Bend Community School Corporation, a breast cancer research fundraising game, and donations of towels, washcloths, or other toiletries to be given to the YMCA of St. Joseph County.

Competition The average week for a college student is riddled with homework, classes, studying, extracurricular activities, clubs and organizations, exercise, socialization, eating and, of course, sleeping. Marquette, for example, has over 250 student or-ganizations, whose numerous activities diminish the potential time for leisurely activities. The Bureau of Labor Statistics found that from 2005 to 2009, a full-time college student’s average weekday con-sisted of educational activities for about 3.3 hours, working for approximately three hours, and sleeping for 8.3 hours (2011). The Bureau also concluded that the aver-age college student also spends about an hour grooming, roughly an hour eating, 1.5 hours traveling, and 3.6 hours for his or her participation in leisure activities in-cluding sports (Bureau of Labor Statistics, 2011). This leaves only 2.5 hours each day for other activities (BLS, 2011). Marquette University, in com-parison to the national average, has high student participation in extracurricular activities, including service work, jobs, internships, and clubs and organizations.

Nationally, 49 percent of students report participating in an intramural sport, but at Marquette this number is 59 percent (Marquette University [MU], 2011). Also, 85 percent of graduating seniors reported that they were involved in student orga-nizations during their time at Marquette (MU, 2011). Of these, 52 percent of them held leadership positions within these or-ganizations (MU, 2011). Furthermore, 99 percent of new students intend to partici-pate in co-curricular activities. Ninety-five percent plan on participating in volunteer and community service (MU, 2011).

Market Analysis

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Since 1975, the Marquette women’s volleyball team has been well respected in the world of college volleyball. That respect level reached a new high during the 2010 season, which was by far the most successful in program history. During this season, the team set a Marquette record for 14 consecutive matches won, along with 11 Big East Conference victories. In only his second year as head coach, Bond Shymansky led the team to an overall record of 23-9. Besides ending the regular season with an impressive 23 wins, he also led them into Big East Championship Semifinals for the second time since joining the league in 2005 (Go Marquette, 2011).

Events and Promotional Games

The volleyball team already has a large number of promotions that go on throughout its regular season. Examples of these promotional events include “Bang for Your Buck Night,” “2-for-1 day,” “Double Fanatics Points Rewards Night” and “Dig PINK.” The “Dig PINK” event collects donations for the Side-Out Foundation, which the Marquette volleyball team is affiliated with. The Side-Out foundation helps to aid in the education and prevention against breast cancer. The team also dedicates several matches to community groups such as the Boys & Girls Club of greater Milwaukee, and the Big Brother/Big Sister organization. Marquette University clubs and student organizations traditionally have a night dedicated to them as well.

The volleyball team also has a few traditional promotions that go on constantly throughout the season. During the first home match of the 2011 season, the first 250 attendees received Marquette volleyball rally towels. During this season opener and also every other home game of the season, shirts are thrown into the crowd. Another promotion for attendees is a contest between matches. The contest involves selected audience members having to catch serves made from another audience member, into a basket on wheels. The winner of the game wins a small prize, varying from match to match.

Sponsorships Various sponsored events have been conducted throughout the regular volleyball season. For instance, the Marquette women’s volleyball team held the Marquette Volleyball “Triplesfest” Tournament on June 25, 2011 at Bradford Beach on Milwaukee’s Lakefront. The tournament consisted of men’s and women’s AA, A, BB and B teams made up of a maximum of 5 players. The prize for the winning team was $1000. Snacks and beverages were provided for all of the participants and they were also permitted to bring their own coolers, tents and grills. Each person paid $35 to participate, and all of the proceeds went towards the Marquette women’s volleyball program. Pizza Hut is also a prominent sponsor of the team. Their sponsorship allows for them to bring in free pizza that is given to game attendees at certain matches throughout the season. In the past, pizza was given to students during every

Organizational History: Women’s Volleyball

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match. While at first this increased the attendance numbers, as the season went on the number of attendees declined.

The volleyball team hosts many clinics and camps with attendees ranging from kids in kindergarten to eighth grade from the greater Milwaukee area. In its fourth year, clinic dates were held on Sept. 18, 2011 at 2 p.m.; Sept. 25, 2011, at 1 p.m.; Oct. 9, 2011; at 2 p.m.; and on Oct. 23, 2011, at 12:20 p.m. The cost of these clinics was $10 which not only included clinic participation, but also a ticket to a game, a post-game snack, a Marquette volleyball t-shirt, and the opportunity to get student-athlete autographs. Throughout the season there are numerous “Camper Reunion” games for the participants.

Along with these volleyball clinics, the team offers summer camps for all different ages and genders. One of these camps is the “FUNdamental Camp.” There are three separate summer sessions on different dates, which vary in duration. The prices for these also vary from $100 to $195. This particular camp is open to boys and girls from grades three to eight. Another camp is the “Golden Eagle Individual Camp,” for girls from grades eight to ten. Prices for this camp are $295 for overnight campers and $225 for day commuters. For the more experienced player, a camp is offered called “Specialized Skill Camp.” This camp runs for two days, is catered towards girls in ninth to tenth grade and cost $360 for overnight campers and $275 for day

campers. There is also the “Libero Camp” which is for girls from grades nine to 12, and lasts for one day. This camp focuses on developing passing and defensive techniques. The cost for the “Libero Camp” is $185.

A camp that is catered for an entire high school team is called “Team Camp” and lasts for two days. Here, junior varsity and varsity high school teams can grow and bond while gaining volleyball experience at a collegiate level. The price for overnight campers is $295 and the price for commuters is $190.

The “Marquette Golden Eagles Boys Camp” is targeted towards males from grades nine to 12. This camp lasts for one day and costs $125 to participate.

Social MediaThe first tweet from the

volleyball team’s Twitter, @muathletics_vb, was on September 9, 2010. Since then there have been 236 tweets. Currently, 322 people are following the account and the account is following five others. They are @muathletics, @Marquette_Nov12, @muathletics_wbb, @muathletics_mbb and @muathletics_soc. The Marquette women’s volleyball Facebook currently has 904 likes. Links to GoMarquette.com and wearemarquetteathletics.com are provided on their Facebook page. There are also videos, photos, and a current volleyball schedule. To encourage social media presence, a match this season will be called “Twitter and Facebook Fan Appreciation Night.”

www.gomarquette.com

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The Marquette women’s basketball team made its 9th trip to the NCAA Championship in 2010, its first since the 2007 season. The team’s 24-win season marked the second highest total since the program began in 1975. It was also the Golden Eagles’ first 20-win season since 2007-08, leaving the team ranked 25th in the nation.

Ticket PackagesThe Marquette women’s basketball team

offers a variety of ticket packages for members of the Milwaukee community. One package is the “Family Plan” package, which starts at $40 and covers two adult and two youth tickets. Another option is the “Pick Your Plan” package, which starts at $9 for general admission. This plan gives buyers flexibility in choosing which games they want to attend, instead of paying for an entire season. Attendees can also attend a single match for $8 paying in advance or $10 at the door. Tickets for the entire regular season costs $40. Also, during the 2011 season the team was offering “$2 Tuesdays” where general admission seating was only $2.

Community EventsThe women’s basketball team has been very

active in the community. The team goes to senior living centers to volunteer, and in turn, many senior citizens attend women’s basketball games. Due to the large number of senior citizen attendees at women’s basketball games, special promotions for this age group have been created and implemented throughout the season. For example, in the 2010-2011 season the Nov. 21 and Dec. 12 games were both “Senior Citizen Days” where senior citizens could attend the game for half-price. During the 2011-2012 season one of these days will be on Sunday, Dec. 4, 2011.

Women’s basketball has held special promotions for other audiences of the Milwaukee community as well. At the Dec. 21, 2010 game, numerous classes from Milwaukee Public Schools were invited to attend a game, and every student who arrived received an educational activity workbook. An event similar to this will be happening on Wednesday, Dec. 21, 2011, when MPS elementary and middle schools will be invited to the game free of charge. Each school will be assigned a player for whom they will have signs and banners. The Marquette Spirit Squad will judge these decorations, and the top three schools will win Marquette prizes.

Another community involvement event was “Milwaukee County Night.” These games were held on Jan. 11, 2011, and Feb. 1, 2011. Every Milwaukee County resident who attended the game received half-off general admission tickets.

There have also been games catered to local Girl Scout troops. Marquette Athletics have reached out

to these troops and invited them to attend a women’s basketball game. Upon arrival, these troops would not have to pay for entry.

The women’s basketball team also does charitable promotions throughout their season. During the 2011-2012 season there is a shoe-drive at every game. Attendees are encouraged to donate new or gently worn shoes, which will go to the “Soles for Jesus” organization. This organization then gives the shoes to children in Africa who are in need. Attendees who donate shoes will receive a voucher for 2-for-1 admission to the Feb. 4, 2012 game. Also, happening this season is the “Pink Game” where attendees are encouraged to wear pink, along with the athletes, in support of breast cancer awareness. Pink shirts and other items will be sold during this game and all of the proceeds will go towards the WBCA and Kay Yow Cancer Fund. The last charitable promotion happening this season is the Christmas Toy Drive on Dec. 9, 2011. The Golden Eagle mascot will be handing out candy canes and there will be a Christmas Coloring Contest in the Fun Zone for prizes.

Lastly, this season there will be four games where high school women’s basketball teams can attend the game free of charge. These games are on Nov. 19, 2011, Dec.10, 2011, Jan. 7, 2012, and Feb. 4, 2012.

Game-day PromotionsTwo food promotions have been featured at

women’s basketball games. Both last season and this season there is a game where all of the sodas and hotdogs at the concessions will cost $1, which will be sponsored by Sodexo. During last year’s season this day was on Dec. 21, 2010, which was the same day as MPS day. This season this promotion will take place on Jan. 7, 2012. The other food sponsor of the team, Jimmy Johns, gave away free subs to the first 250 attendees during half time of the first game of the 2011 season.

Organizational History: Women’s Basketball

www.gomarquette.com

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During the 20-minute half time of games there are events and contests. One such contest is called “Chuck a Duck.” In this event, rubber ducks, which are purchased by audience members, are thrown onto the court. Whoever’s duck is the closest to the center of the court wins $100. Another game played during halftime is musical chairs. Younger audience members are chosen to come down on the court and play the game. A second game played by younger audience members involves them taking off their shoes on one end of the court, then run down to the opposite side and scramble to put on the correct shoes. This contest ends by them trying to make a basket at the starting end of the court. Lastly, local teams have also been known to hold a short scrimmage during halftime.

Once each season, the Marquette women’s basketball team plays at the Bradley Center. This gives the game a new environment and atmosphere for attendees and players. Transportation is provided to those who wish to attend, just like it is for men’s basketball games.

Finally, this season, the women’s basketball team is promoting a “GOLD OUT” for its last game of the 2011-2012 season. Fans are encouraged to wear yellow shirts, and the first 1000 attendees will receive a free shirt. Along with miniature yellow basketballs, which are given away at every game, a Palermo’s pizza is given away during halftime. It is delivered by the Golden Eagle to the loudest fans in the audience.

Social Media The women’s basketball team’s official Twitter handle is @muathletics_wbb.

The teams first tweet was on Nov. 5, 2009. Since then this account has tweeted 285 times and has 243 followers. The women’s basketball team has taken part in a few Twitter contests. The most recent contest was for the Nov. 15, 2011, game against Wisconsin-Madison. To participate in the contest, fans had to either text a friend telling them to go to the game or post a tweet telling all of your followers about the game. Afterwards, you could go to the AMU and pick up a free “Ring Out Ahoya” t-shirt.

The Marquette women’s basketball team also has a presence on Facebook. Currently the page has 623 likes. The page displays photos of the team and provides links to GoMarquette.com, where a visitor can go to find more information on the team, its activities and the upcoming schedule.

Volleyball and Basketball PromotionsVideos of the women’s basketball team and the women’s volleyball team can

be found on YouTube on the “muathletics” channel and on “MU Tube,” which can be found on GoMarquette.com. The content of these videos range from student-athlete and coach interviews, to recaps of the games and press conferences.

Both women’s basketball and volleyball are also a part of the Marquette athletics blog called “On the Record.” This blog can be located on GoMarquette.com as well. Another feature on GoMarquette.com are Podcasts. These podcasts periodically feature the women’s basketball and volleyball team. For example, Coach Mitchell was featured on Oct. 13, 2011 when her press conference from media day was uploaded. In terms of volleyball, Coach Shymansky was also featured on Oct. 13, 2011 when he discussed the women’s volleyball team with the Marquette Radio sports director.

Another promotion for not only women’s basketball and volleyball but for all other Marquette athletics is a mobile phone application. This app is available for download through GoMarquette.com and features team rosters, player statistics, live scoring and up-to-the-minute headlines.

Women’s basketball and volleyball take part in Marquette’s kids club called “Future Fanatics.” Membership to the “Future Fanatics Club” is open to fans in the grade eight or below. As a member you have the chance to participate in “exclusive” kids club-only contests, drawings, events, opportunities to meet with the student-athletes and coaches, and to participate in the Future Fanatics Challenge.

Both teams also take part in a “Pack the Al” event. This promotion encourages schools to compete with each other in order to set attendance records at the game. This is done to promote a higher attendance level and to gain a younger audience.

www.gomarquette.com

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We took several approaches to conducting primary research. First, we attended both a women’s basketball game and a volleyball match to see what the current in-game promo-tions were, and to observe the overall atmosphere of the crowd. We also conducted separate male and female focus groups, which were comprised of Marquette undergraduate students, and did an online survey of the same demographic. We used these methods of primary research to understand what tactics would best reach one of our primary target audiences, current Marquette students.

Primary Research

We began our primary research for the Marquette women’s volleyball team by attending a home volleyball match.

Observations-The promotion that was perceivably the most successful was free pizza given to the first 250 students who attended the match. There were about 260 students in attendance, but after getting the pizza in between the second and third sets, a large amount of them left. -We also took a small sample of students and asked why they attended the match. When we asked 10 boy students, four responded that it was specifically for the free pizza. Four other boys said that they came to support the team, and two said they attended because they played volleyball in high school. When we asked seven girls why they attended the match, five indicated that they love the sport, one said to support the team, and one said because she played volleyball in high school. -Small volleyballs and t-shirts were thrown into the crowd between each set, and there was also a fan competition after the second set where one person served a volleyball and his or her partner stood on the other side of the net and tried to catch it in a cart. The prize for participating in the promotion was a t-shirt. -Marquette volleyball sponsor, Steinhafel’s, had a

promotion called “best seat in the house.” Being a furniture store, Steinhafel’s had a couch at one end of the court that attendees could enter a contest to sit on during the match.

Focus Group Findings-Five out of nine of the male participants had attended volleyball games, but primarily only as freshman.-Six out of 11 female participants had attended, but it was mostly one game at the beginning of each academic year. -The participants in the male focus group emphasized that they would definitely attend more games if the games were advertised more. There was a general consensus that they were unaware of the game schedule and never heard or saw any advertisements for the matches.-The male focus group expressed that the main draw to go to a volleyball match was free food promotions.-Of the female participants, most stated that they went to games because they know people on the team. -Both males and females that had attended games in the past said that the games were fun and exciting, but the males stated that they would like to know more about the rules of the game in order to better understand the sport.

Women’s Volleyball

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Women’s Volleyball (cont.)-Both focus groups also stated that they would go to more games if they heard of other people and friends who were planning to attend.

Survey Findings (Graphs in Appendix):-Out of 139 students, 78 had never attended a volleyball match and 61 had. -About 87 of those students said they don’t attend any matches during the regular season, 22 said they attend one match each season and only 11 said they attend five or more. -When asked how they had heard about the volleyball match they attended, the number one response was that they had never heard about one. The largest responses thereafter were word

of mouth, print ads around campus, followed by email. -Few students noted hearing about games via Twitter (21 students), Facebook (13 students) and gomarquette.com (15 students). -Students stated they would be most likely to participate in contests via social media than any other type of promotion. -Eighty-four participants said that having a more personal connection with the volleyball team would make them attend more matches. -Although a majority of participants said they would participate in social media contests, 92 of them said that they do not currently follow the volleyball team on any social media outlets.

Besides just attending a women’s basketball game, we also attended the start of the season press conference. The observations for both these events are as follows.

Observations-At the press conference, the people that were asking questions to coach Mitchell were from local news publications, including the Marquette Tribune. -The whole press conference was very focused on the fact that there are no seniors playing on the 2011-2012 women’s team. There were a lot of questions about how the new players

were handling this and if they are prepared to be in this unique situation. This being the main topic of the press conference, it became obvious that having no seniors on a team is not something that happens often and could bring some attention to Marquette’s women’s basketball program. -There were about 65 students in the student section at the game we attended, composed of roughly 40 girls and 25 boys. The majority of these students were not in Marquette apparel, and there was barely any cheering going on. -When asking a few students why they

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came to the game, a group of sophomore boys stated because they wanted to see how the team compared to last year’s team. One freshman boy said he heard about the game on gomarquette.com and invited his friends, who all stated that they came because they enjoy watching sports. The freshmen from the girls’ lacrosse team who were also in attendance said they came to the game because they know the girls on the basketball team. Other freshman girls that were not on the lacrosse team also stated their attendance was influenced by knowing girls on the team. -Growth opportunities at the game were also noted in regards to the game atmosphere. The announcer was difficult to understand, the lighting was not dimmed when announcing starters like it is at the men’s basketball games, and lights were turned off in the Al literally three minutes after the game had finished.-The promotions that were going on were barely even noticed by fans. For example, a “fun zone” that has crayons where fans can make posters was rarely visited.

Focus Group-We found that there are huge differences between males and females in regards to their perspectives towards women’s basketball.-The main drawback for attending women’s basketball games for male participants is that they feel women’s games are boring and slow-paced. Many participants also stated that the men’s basketball team is a source of competition for the women’s team because given the option between the two, everyone would rather attend the men’s games.-Females mainly don’t attend women’s basketball games because they never hear about them and because not a lot of other people go. -Five out of nine males had attended a women’s basketball game but reported going only during their freshman year. Four of the 11 female participants had attended sporadically throughout the years. -The male participants expressed that the lacking atmosphere of the women’s basketball games highly decrease their interest in attending another home game. A senior male participant stated, “I went freshman year because it was free, because I mean why not? It’s Marquette basketball. I might as well give it a shot. And then I went there and no one else was there. I just thought ‘Wow this is really boring,’ I haven’t been back since. The attendance was really pitiful so there is really no home crowd or

spirit there. No energy.” -In contrast, the girls didn’t mention this at all, with one participant even going as far to state the complete opposite, saying this is the reason she attends women’s basketball games: “I like how you can pay more attention to the game because the crowd wasn’t so overwhelming. You can see the level of play a lot more than just being in a crowd of people screaming during one of the guys’ games that you really just don’t pay attention to anyway.” The female participants also stated that she liked the family-friendly atmosphere. -As similarly to their statements about women’s volleyball games, male participants stated that free food would be the main enticing factor to go to a women’s basketball game.

Survey Findings (Graphs in Appendix)-Out of 143 participants, 87 said they had never attended a women’s basketball game since attending Marquette, and 56 said that they had attended at least one game before. -Almost 67 percent of students (95 participants) that took the survey said they attend zero of the games during the regular season. Nearly 13 percent (18 participants) of students surveyed attend an average of one game per season. Only .4 percent (seven participants) of students said that they attend five or more games each season. -Email and word of mouth were both tied as the number one ways that people found out about the game that they had attended. -A smaller number of people said they had heard about the game or games they had attended through print ads around campus, Facebook, Twitter, and gomarquette.com. -Thirty-eight participants said they had never heard about any women’s basketball games. -As the same with women’s volleyball, the largest number of participants (74) said they would participate in social media contest related to women’s basketball but 100 people said they don’t follow women’s basketball on any social media site. The information found in our research was incredibly helpful in deciding which tactics to use in trying to increase the number of students at these events. We hope this information proves beneficial in creating successful promotions and obtaining our objectives.

Primary Research

Women’s Basketball (cont.)

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Media ScanThe Marquette athletic department recognizes the different media that cover Mar-quette sports. The newspapers include the Milwaukee Journal Sentinel, the Racine Journal Times, the Appleton Post Crescent and the Marquette Tribune. Television stations include all Milwaukee major network affiliates (WISN, WTMJ4, FOX 6, and CBS 58), radio stations include all AM radio in the area, and also the Associated Press. Upon conducting the media scan of these newspapers, television, and radio stations, it was clear that these two nonrevenue sports get very limited coverage. We found that the Marquette Tribune was the number one source for information and continual updates about these teams. The coverage of both sports was the most thorough, and followed each sport most extensively. Besides looking at these traditional sources of media, we also looked at different social media outlets to see how the women’s basketball and volleyball teams were utilizing these tools.

Women’s BasketballWomen’s Volleyball1. The Racine Journal Times did an article on volleyball player Carol Henney, and the success she has had so far at Marquette. This article had a few quotes from Henney, and also coach Shymansky. Although this article showed Marquette volleyball as a whole in a very positive light, it did not provide any schedule or ticket information. Although the Racine Journal Times gets a decent amount of circulation, it isn’t large enough to get the kind of response that we would like in terms of raising attendance. 2. The Marquette Tribune is constantly updating readers on the progress of all of Marquette’s teams. The article in the tribune’s Nov. 17 edition focused on the team’s 11-1 record, and its entrance into the Big East tournament as the number three seed. Under this story was also an ad for the 2011 Big East championship that was hosted at the Al McGuire center. It provided all of the information for someone who would want to attend this event. Unfortunately, information for this event was not found in any of the other media sources we looked at, which shows that information for an event that could bring in a lot of revenue is not advertised as much as it should be.

1. The Milwaukee Journal Sentinel did a story at the start of the 2011-2012 season focusing on the unique situation that the Marquette women’s basketball team is in this year. This season, there are no seniors playing and six freshmen have been added to the team. The article was very positive, and focused on coach Terri Mitchell and how she is planning on guiding this very inexperienced team to success. It also featured the women’s basketball schedule, which players to “watch out for,” and the number to call for tickets. This article was one of the very few that was done by the Journal Sentinel, and although its coverage was very positive and gave good information about the upcoming season, the infrequency of reporting on the women’s basketball team is not helpful in enticing Journal Sentinel readers to attend games. 2. The Marquette Tribune did a special insert focusing on the men’s basketball team on one side, and the women’s on the other. It was put into the paper right before the start of the season. This insert was without a doubt the most informative news piece on the Marquette women’s basketball team, and gave fans a lot of insight as to what to look forward to seeing this season. The piece also featured a full page of pictures that mirrored the men’s basketball pictures on the opposite side. Once again, this article was very positive but it is hard to say who would be seeing this besides Marquette students and faculty.

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Media Scan

When it comes to Marquette Athletics on the social media sites Facebook, Twitter, and YouTube, there is a rather large following. The Marquette Golden Eagles have 18,605 “likes” on Facebook, 7,234 Twitter followers, and 531 subscribers on YouTube with over 70,000 channel views. When it comes to the women’s basketball and volleyball teams specifically, the following is much smaller. Women’s basketball has 626 “likes” on Facebook and 247 Twitter followers. When looking at the Twitter accounts of the individual players, we found that Sarina Simmons has over twice as many followers as the women’s basketball Twitter account. The volleyball team has a slightly larger following than women’s basketball. It has 907 “likes” on Facebook and 330 Twitter followers. As the same as basketball, volleyball player Ciara Jones has 432 followers on Twitter. We felt that looking at these players’ accounts was helpful, because it shows that they have clout in the social media world, which could be a great asset to raising attendance at games. Besides looking at the attention Marquette gets in the media as well as its standing in different social media, looking at other schools and the Big East

Conference in general was also helpful. There have been a lot of changes affecting the current season going on throughout the conference. This is the main issue being presented when looking at the media’s reporting on college athletics related to Marquette. When looking at other schools that have well-respected women’s basketball and volleyball programs, we found that even those such as Notre Dame and Penn State don’t receive that much coverage from newspapers and television stations in their respective metro-areas. We also found that not many schools had a huge following on social media when it came to their schools women’s basketball or volleyball teams, besides number-one ranked UConn women’s basketball having almost 20,000 “likes” on Facebook. The most valuable take away from the media scan was gaining the understanding that having a stronger presence in the social media world is something that we want to accomplish. For a lot of people, social media is the main source of communication and having a stronger presence through these outlets would be beneficial for both the women’s basketball and volleyball teams.

Social Media

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SWOT AnalysisHelpful Harmful

Inte

rnal

Strengths

• Attendance data support already provided by client.

• Quick and readily available communication to student body, alumni, Marquette faculty.

• Ability to deliver promotional campaigns of nonrevenue sports in a ‘blanket fashion’ in order to cut or eliminate costs.

• A number of promotional strategies have already been attempted by the organization, giving us an idea of what works and what doesn’t.

-players sign post-match autographs

-fun factor: block party, volleyballs, shirts)

-Sponsorship involvement in event (e.g. Steinhafel’s).

• Large campus and many academic resources available for promotions.

Weaknesses

• Minimal parking available at event locations.

• Erratic event attendance due to different promotional tactics (260 students at one game, 20 at another).

• Current promotional activities are just wasting cash from the organi-zation that should be delegated elsewhere (people leave after they eat the pizza).

• Campus community has a lack of connection with the players.

• Inequality of social media coverage of men’s basketball and nonrev-enue sports.

Exte

rnal

Opportunities

• Attendance is driven by sport-related motives (i.e. entertainment, skill, drama, and team effort) rather than self-definition related mo-tives (Sports Marketing Quarterly).

• Major motivational factor: entertainment.

• Potential revenue drivers: sponsorship deals, merchandise sales, con-cessions and gate receipts (Sports Marketing Quarterly).

• Major potential revenue driver: group sales packages.

• Technologically adaptable target markets.

• Due to the poor economy, there is an increase desire for family-friendly entertainment that doesn’t break the bank.

• Many nearby group organizations with potential interest (high schools, alumni organizations, businesses, club sports, bars).

• Capitalizing on the success and frequent interaction with social media sites, including Facebook, Twitter, blogs and YouTube.

Threats

• Safety concerns: recent reports of crime and violence on campus.

• Rising program costs (Sport Marketing Quarterly).

• Traditional revenue drivers (mentioned in ‘O’ traditionally only pro-duce minor growth (Sports Marketing Quarterly).

• Increasing demand for innovative strategy in sports marketing (Inno-vative Marketing); factors influencing competition in the market:

-increase value of event

-increase student involvement

-increase event publicity

-broaden the target market

-increase the ‘fun’ factor

-increase promo activities

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College sporting events generally provide great entertainment value for people of all backgrounds. Whether the attendee is single or married, 6 or 80 years old, affiliated with the university or not, fun can be had by all at an affordable price. When it comes to Marquette women’s volleyball and women’s basketball programs, both present an opportunity for an enjoyable family-friendly atmosphere.Given the nature of Marquette women’s volleyball and basketball programs, two primary audiences emerge. The first is the built in audience that comes with being on a college campus, the current students. Students’ involvement is crucial to creating a fun and exciting atmosphere for all in attendance. Simply stated, the more the students are excited about the team and the game, the more electric and alive the entire arena becomes. Through primary research findings from our focus groups and surveys, we have found that more Marquette students would be willing to attend women’s volleyball matches if the schedule were publicized more than women’s basketball games because there is no equivalent male sport on campus. Therefore, we have selected students as being the primary audience for the women’s volleyball campaign and as the secondary audience for the women’s basketball campaign. The second primary audience is the “Team Mom.” Community youth are incredibly important to have engaged in the Marquette athletic experience. One of the

Audience Analysis Overview

best ways for a child to learn a sport is by watching athletes perform on a higher level, particularly college or professional sports. Not only will the young athletes be learning the sport, but they will also develop a loyalty to the Marquette athletic program and the overall Marquette brand, which may then increase their likelihood of later attending the university themselves. However, if it is ultimately the kids we are after, then why target the parents, and more specifically, Team Moms? The answer is simple: Mom has the money. According to a study about moms conducted by Alliance Data, of the 35.4 million families with children under 18 years old, moms control over 80 percent of the household’s spending, representing $1.6 trillion a year. In addition, they spend an average of 3.8 hours a week talking with other sports parents about favorable sport-related brands and experiences (teammoms.com). Because there is such a strong youth basketball culture in Southeastern Wisconsin, we have selected Team Moms as our primary audience for the women’s basketball campaign. Not only does watching a basketball team at the collegiate level provide endless educational opportunities for young basketball players, it also provides mom with an affordable and high quality entertainment option for the entire family. Moms will also act as the secondary audience for the women’s volleyball campaign.

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Primary AudienceCurrent Marquette Students Current Marquette students fall into the category of “Echo-Boomers,” also known as Generation Y. Gen Y members were born between 1982 and 1995. The defining characteristic of this generation is its members’ ability to multi-task due to growing up with modern-day technology. This has created reliance on all technology, especially cell phones and text messaging, as well as the Internet and social media networks such as Facebook, Twitter and YouTube. Because of this, members of this generation are obsessed with instant gratification, preferring to think and live in the here and now rather than the long term. Overall, they are a generation accustomed to being catered to and typically regard themselves as being collectively “above average” and entitled to things. According to a CBS News article, titled “The Echo Boomers,” this is due to the change in culture from the 1960s and 70s, when having kids was looked down upon, to the 80s, when fertility and having children were things to be celebrated. Other shared characteristics among Gen Y members include overachieving, an extreme desire to please, working well in teams, a visual orientation, and concerns about fitting in with peers. Every generation has events that help shape its way of thinking and Gen Y is no different. The following is a list of events that have impacted this demographic according to an article from American Demographics.

mu.edu

• Columbine and 9/11 o Encouraged to be more careful and watchful of their surroundings and personal safety. o Caused greater awareness of news media’s interpretations of events and, more specifically, their personal sphere. This ultimately leads to an overall skepticism of the media.• Dominance of MTV o Caused a preference for visual stimulation: loud graphics, rapid edits, moving cameras, etc. o Added to creation of shorter attention spans, stimulation overload, chronic boredom, and ADD. o This has, in turn, affected the way movies and other television shows (especially reality TV), directed at the target, is produced. o This translates to two different tendencies of this generation: - Channel surfing – members of this generation cannot stand watching commercials. They will jump from one show to the next without hesitation. The same holds true for radio stations – they will flip back and forth between stations, trying to find a song they like or to avoid commercial breaks. - Multitasking – members of this generation, more so than any other, will watch television while surfing the internet and talking to their friends on their phones. This makes the challenge of trying to capture their attention even more difficult than it was before due to the simple abundance of advertising and marketing noise that already exists.

• Celebrity scandals such as the President Clinton and Monica Lewinsky debacle, the O.J. Simpson trial, Tiger Wood’s infidelity, and Charlie Sheen’s crazy “winning” and “tiger blood” outbursts. o Diminished admiration for public figures. o Caused more realistic selection of role models, such as parents (86 percent), teachers (86 percent) and police (83 percent), rather than music celebrities (35 percent) and athletes (30 percent). (Research results on brandchannel.com from Applied Research and Consulting, LLC.) An article on AdAge.com states that a survey given to 2000 men conducted by AskMen found that 35 percent view entrepreneurs as their role models, 31 percent view themselves as their own role models, 24 percent view athletes as being role models, and only 8 percent look up to actors/entertainers.• Increase in diversity o Increased acceptance of all walks of life (global viewpoints, non-traditional family types, sexual preferences, etc.)• Dominance of talk shows and reality TV o Encouraged belief that anyone can be a star and that all voices are heard equally. o Developed belief that there’s not just one answer to a question. o Created preference for interactive viewing experiences (key point behind encouraging production of user generated content).

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Brady is a 20-year-old junior in the College of Arts and Sciences majoring in biological sciences. He is originally from the southwestern suburb of Chicago, Orland Park. He is the second of three children. Brady’s older sister, Hannah, is 23 years old and a Marquette University graduate, and his younger brother, Dylan, is 17 years old and a senior at a private high school in the Orland Park area. Both of their parents work full time. Mr. Gallagher is a financial control officer for a local branch of a national corporation, while Mrs. Gallagher serves as a major gift officer for the local Make-A-Wish Foundation chapter. They have an annual household income of approximately $145,000, allowing them to provide their three children with a comfortable and somewhat privileged lifestyle.

Growing up, Brady was always busy. From the moment he could walk, Brady had been enrolled in organized group activities such as “Mommy and Me” play sessions and tiny tots music classes. As he grew older, his interests turned to team activities such as football and baseball, and he began actively participating in his church’s youth group.

Since starting college, his goal oriented and “always on the go” way of life has not changed. Consistently a B student, Brady spends a little more than 16.5 hours a week preparing for classes. When he’s not studying during the week, he can be found at the Rec Center, which is just a short walk away from his Campus

Town apartment where he lives with two roommates. While at the Rec Center, Brady typically works out by running on the treadmill, lifting weights, or by playing intramural dodge ball or kickball. If he’s not there, then he can be found showing prospective students and their families around campus while working as a Marquette University tour guide, or volunteering at the local men’s homeless shelter on Wells Street.

On the weekends, Brady focuses on his social life. A few of his favorite activities include hosting and attending parties with his friends and enjoying the local music scene by attending concerts at the Rave and Riverside Theater. He and his buddies always look forward to the winter months when they can head down to the Bradley Center and cheer on the men’s basketball program with their fellow Marquette Fanatics.

No matter where he is, Brady can be seen with some sort of tech gadget, such as his iPhone or his MacBook, averaging about 10 hours a day of interaction with these devices. He relies on them for everything from keeping his life organized with his emails and calendars, to providing him with the latest news stories, to listening to music and keeping him up-to-date with his friends. In fact, the Internet is his preferred method of watching videos, television, movies, and his personal favorite, webisodes. He is a self-proclaimed “media

distributor,” sharing video and blog content with his friends whenever he can. He is also known for taking pictures and video on his iPhone and uploading it to Facebook and Twitter instantaneously for all of his followers to enjoy. This constant connection to the Internet provides Brady with countless opportunities to interact with his favorite brands by participating in online promotions and seeing what his friends have to say about his favorite products and services.

Brady is a 20 year old Junior in

Primary Audience

Profile: Current Marquette Student

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Team Moms Behind every youth or high school sports team is at least one Team Mom (sometimes it’s a Team Dad or Grandma or Grandpa, but typically, it is Mom.) In fact, more than 59 million moms have children who play a team sport (Teammoms.com). Whereas the stereotype tends to be that Dad is the most involved when it comes to his kids sports, this is often not the case. Dad may be the coach, but Mom is the general manager and she’s really the one in charge. Mom is the one that takes the reins and manages everything so that it runs smoothly. She is the one organizing carpools and snack schedules. She is the one talking to all the other parents about her favorite brands, products and family activities. And more importantly, she is the one managing the family’s finances. Simply stated: Mom runs the show. Alliance Data Systems Inc. conducted an in depth study of moms and the role they play in a family’s purchasing decisions. Over the past 20 years or so, the role of American moms has shifted. Instead of either being a stay-at-home mom or a working mom, the mom of today is versatile. Moms of the 2000s are part stay-at-home mom and part mompreneur, launching their own home-based business so they can watch over the kids while still helping provide for the family and still fulfill their own dreams of having a successful career. Today’s mom is a master at finding time to do everything, fitting in her shopping time during her lunch break or on the Internet after the kids are put to bed. On top of it all, mom is responsible for running the house by remembering everyone’s schedules, making sure everyone is getting along and everyone is cared for.

Alliance Data Systems research showed that over 75 percent of moms say that advertisers fail at recognizing or acknowledging the needs that they have as mothers. Its research also shows that 80 percent of mothers say they are more likely to purchase a product from a company that acknowledges the variety of roles a mother plays. She is most responsive to messaging that is straightforward, provides useful information that will help guide her decisions, and that has some sort of emotional appeal. Moms also say that the placement of advertising is crucial to their response level. Seventy-one percent of moms say that email messages influence their purchasing decisions. Ninety-one percent also say that they are most likely to purchase a product or service if it is recommended by other moms, with 41 percent naming other moms as their best source of consumer information. Whereas moms are quick to share the products and services they love most, they are just as quick to share any negative experience they had with a brand. Because of this, it is critical to make sure mom is happy when interacting with a brand. How can this be done? Make interaction easy for mom! Don’t make her go through too many obstacles before a benefit is received. When offering a discount, make it easy! Also, pay special attention to the kids. If mom feels that her kids are being treated like the little princes and princesses that they are, and the product is offered at an affordable price, there will be nothing stopping her from coming back time and time again because that brand will be set itself apart from the rest!

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Profile: Team MomPrimary Audience

Meg Jansen is 40 years old, residing in the Milwaukee suburb of Brookfield with her husband; two children, a 14-year-old son Parker and a 10-year-old daughter Maddie; and the family golden retriever, Max. Originally from Indiana, Meg attended the University of Wisconsin-Madison where she studied communication and frequently attended Badger football, basketball and hockey games. Her faith is relatively important to her as she currently works 15 hours a week as the secretary at the church her family attends. She is also the president of the Brookfield PTO and an active member of the Brookfield Lancers Booster Club. Her husband, Craig, is the owner of a landscaping company. Their annual household income is roughly $105,000, which is slightly larger than the median household income of Brookfield, which is roughly $84,000.

Though she is active in many things, Meg spends the majority of her time bringing Parker and Maddie to and from sports practices, music lessons and social events, always listening to the radio while on the go. She is the official Team Mom for Maddie’s club basketball team and self-proclaimed “number one fan” of Parker’s JV soccer team. She is always glued to her Blackberry, checking her emails, Facebook and Twitter account to make sure everyone is updated on the latest carpooling arrangements, team practice schedules, and snack

assignments. She is also the family and team “entertainment and travel” agent, always researching the best and most affordable options for entertainment and lodging during tournaments and free weekends. She prides herself in her “best value hunting” abilities and is always looking for great products or entertainment options that do not break the bank. With two kids that are as heavily involved in sports as Parker and Maddie, saving money while having fun as a family is a priority!

Meg Jansen is 40 years old,

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• Prospective Students - When selecting a school, the atmosphere often plays a large role in the final decision. Inviting prospective students and their families to attend nonrevenue sporting events will help them identify with the university more quickly, as well as make him/her more likely to become an invested fan of the sport before even stepping foot on campus as an undergrad.• Marquette Alumni – Even though they graduated, it does not mean they have any less school spirit than current students. In fact, they may even have more! Marquette women’s basketball and volleyball games are the perfect entertainment option for Marquette alumni with children or grandchildren! It provides them with a family-friendly atmosphere while being able to share a little bit of their past with the youngest members of their family.

The following are audiences that were considered in the development of promotional strategies and tactics, however may not be directly targeted by specific tactics in our proposed campaign as we see the primary audiences as having greater importance.

Secondary Audiences

Audience Analysis

• Senior Citizen/ Senior Centers – The excitement of women’s basketball and volleyball comes from highlighting different athletic abilities than in college sports like men’s football and basketball. But this is exactly what makes these two sporting events perfect for senior citizens! It is exciting and affordable entertainment that will take them back to their youth. What more could you ask for?• Youth Organizations – Whereas youth sports teams are one target audience, non-sport organizations are a completely different category in themselves. Targeting local church youth groups or partnering with the Boys and Girls Club, Big Brothers/Big Sisters, etc., provides another valuable youth audience that would undoubtedly enjoy attending a Marquette athletic event. Seeing as how one of Marquette’s four pillars is Service, future

campaigns can utilize this connection by encouraging students who volunteer for these organizations to bring groups of kids to games, or by offering free tickets or promoting group ticket packages to these organizations.• Families of Marquette Students – Families of Marquette students often adopt the school as their own just as much as the student. Why not take advantage of this and encourage families of students to attend games during Parents/LilSibs weekend, or to come in for big match-ups?• Faculty – Don’t forget about the backbone of the university – the faculty! Encouraging the 3,255 faculty members to attend games with their families is an easy (and ultra accessible) way to increase attendance. It is especially important to target the younger, newer faculty members that have younger families shortly after settling in on campus.

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www.gomarquette.com

The Plan

All objectives are to be met by the end of the 2012-2013 academic year.


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Objective 1: Increase total average attendance at Marquette women’s volleyball matches by 10 percent, from 600 to 660 attendees, by the end of 2012 season.

Strategy 1: Create interest and loyalty through increased visibility and signage, both throughout the Marquette campus and the metropolitan Milwaukee area.

Tactic A: Currently, the Marquette Athletic Department distributes its promotional print media materials to on-campus locations only. In order to reach those in the surrounding Southeastern Wisconsin areas who do not frequent Marquette campus locations, it is important to extend the number of outlets where promotional materials such as match schedules, posters and advertisements are placed.

● A1: Place match schedules and posters in the foyer of 11 Culver’s locations, all of which are located within 10 miles of the Al McGuire Center.

Justification: This fast-food chain is strategically chosen, as it is a very family-friendly restaurant that hosts many youth sports teams after sporting events.

● A2: Place posters and flyers about youth sports clinics hosted by Marquette at 31 local Pick’n Save locations within 10 miles of the Al McGuire Center.

Justification: This is an outlet effective for reaching Team Moms, who visit their local grocery store weekly.

● A3: Utilize the current partnership with Pizza Hut by having branches that make deliveries to residences within 15 miles of the downtown Milwaukee area distribute the plastic schedule cards their first 2,500 deliveries beginning two weeks prior to the start of the volleyball season.

Justification: A team mom orders pizza quite frequently, whether it is for a team gathering or because it’s a quick and easy dinner option for her on-the-go family!

Tactic B: Place 3x3 foot sidewalk stickers outside of three central locations on campus where all paths cross. These three locations being the AMU’s west entrance, in front of Raynor Library’s northern entrance and outside of the Rec Center entrance. These three stickers will display the following text in Marquette royal blue: “MINE! MINE! MINE! Support YOUR MU Women’s Volleyball.” Women’s volleyball stickers will be displayed two days before the home matches against Cincinnati, Penn State, Notre Dame, and rival teams such as UW Milwaukee.

Justification: By being located in these high traffic areas for both underclassmen and upperclassmen, these stickers will increase student awareness of the women’s volleyball schedule. The text incorporates the traditions that are going to be started for these programs and enforce a loyalty to support these teams, as the teams are a part of the overall Marquette experience and tradition.

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Tactic C: Create fatheads featuring the seniors and most prominent or well-known MU volleyball athletes to be displayed around various locations on campus. The photos will be ones that were taken the previous season. Utilize high traffic and social areas such as MarquettePlace in the AMU, Marquette’s recreational facilities, the Annex, Qdoba and Sobelman’s on campus to display these fatheads. For volleyball’s 2012 season utilize the faces of senior stars Danielle Carlson, Kelsey Mattai and Holly Mertens. Displayed along with these fatheads, post the corresponding athletes most impressive stats from the past/current season, along with a fun personal fact about the player and their personal Twitter handle.

Justification: Through focus group and survey results, students have stated that they would be more likely to attend women’s volleyball matches if a) they were better informed of when the matches were taking place, b) if they knew more about the players themselves and c) if they knew the team was good. Placing these fatheads around campus will assist in correcting all three of these issues.

Strategy 2: Change the match atmosphere by developing student activities and traditions.

Tactic A: Implement a “fan recruitment” program for the players. Each player on the team is required to recruit three to five friends to attend each of their matches. These friends are then given a flag with that player’s number on it and a special student section lanyard to identify them as being part of this select group. These will be distributed to the designated fan at the first home match/match. These students will then act as the leaders of the student section, playing a crucial role in creating an exciting match atmosphere; leading cheers such as the new “Mine!” tradition, which will be explained in the following tactic. These designated student fans will also be given a pizza party during the halfway point of the season and at the end of the season for their fan participation.

Justification: A similar program is implemented by the men’s soccer team, and it seems to work. Why not transfer it to other nonrevenue sports? This program would insure a solid showing of 42 to 70 students for women’s volleyball matches. Because these students are friends with the student athletes, they are more likely to have a higher level of investment in the matches and have more enthusiasm, making the atmosphere more enjoyable for all in attendance.

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Tactic B: Create and maintain Marquette specific traditions that are unique to volleyball.

● B1: Have people yell “Mine! Mine! Mine!” as the opposing team serves.

● B2: Have “Powder Power Outs” in which light blue t-shirts are given to all college students in attendance. The entire student section is a sea of light blue creating unity and a more intimidating atmosphere for the opponent.

● B3: At matches against top competitors and rival teams such as Cincinnati, Penn State, Notre Dame, and rival teams such as UW Milwaukee, pass out light blue rally towels to help the students create an intimidating atmosphere and promote a better home court advantage.

Justification: Having an enthusiastic student section is vital to creating an intimidating and exciting match atmosphere. Giving students specific cheers and unifying promotional giveaways such as the rally towels will encourage more students to attend matches as it will increase the excitement level of match will simultaneously increase the interest of students.

Tactic C: Have unique giveaways at two matches per season that will motivate college students to attend matches. Give away three $50 MU spirit shop gift cards at one match in mid September and one match in mid October.

Justification: As supported by personal interviews and focus group findings, students find larger prizes much more enticing. Therefore, we suggest instead of buying boxes and boxes of pizzas every match, delegate this money towards larger, more substantial prizes. These types of prizes provide enough incentive to attract a student to walk down to the Al and stay through a match, because the potential prize is seen as too valuable to pass up a chance to win. Our research showed that MU spirit shop gift cards are a preferred giveaway due to students viewing current MU spirit shop prices as being slightly expensive for a college student’s budget.

Tactic D: Work with MUTV and broadcasting classes to interview fans and students in the student section asking them various questions, including why they like the matches and why they attend the events. From this a comical promotional video set to music is to be created by MUTV or the broadcasting classes (in the form of a final class project) that can be shown in between sets at volleyball matches, and posted on gomarquette.com, as well as Facebook and Twitter.

Justification: Students will be attracted to this tactic because they like to see themselves or their friends and classmates in videos. This is also a good way to give ownership of the team to the students.

Tactic E: Set up a screen in the northeast corner of the court, as it is set up for Marquette Madness, and to run the video developed by MU broadcasting majors in Tactic D as well as other promotional videos similar to those created for the men’s basketball team, such as the “Pray” video, dancing and/or singing videos, and “get to know the player” segments. A video with questions and answers from the athletes would run along with a feed of tweets being made about the match, see objective 3 for more details.

*”Pray” type video made by TriMarq

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Justification: The video content will be generated by broadcasting classes and therefore there will be minimal costs associated to this tactic yet will encourage great tradition, pride and engagement of the crowd. Use of a video screen also provides opportunity to sell in sponsors to produce the videos or to increase overall revenue.

Strategy 3: Develop relationships between the student fans and athletes

Tactic A: Have the “Block Party” hold an actual block party on Labor Day Weekend in the central mall. It will be hosted on Monday September 3rd at 1 p.m. The event will consist of:

● Volleyball nets for students and athletes to play with. Athletes can help referee, as well.

● DJ from Music and Motion to playing fun, upbeat and tropical music.

● Catering by Bubb’s BBQ. Menu will entail the features of the Hawaiian Pig Roast.

● Tiki bar will be set up for a non-alcoholic drinks station

● Other fun “beach themed” decorations such as Tiki lamps are to be displayed.

This event will be promoted through Marquette’s news brief, the athletic email, social media outlets, strategically placed flyers around campus, as well as through encouraging RA’s to invite their floors to the event.

Justification: The athletes are the face of these sports; so get the athletes to do some PR with their fellow students. This beach-themed party will give the students what they want by helping them get to know their team and grow the popularity and notoriety of the athletes. Just like Buzz Williams hosts a BBQ for the men’s basketball fans and uses this as a way to reach further prospective fans, have the volleyball team have an event like this where the players are mingling, recruiting new fans and getting students to not only be loyal to the sporting events, but to the players.

Tactic B: Have the spring, A- league intramural sand and hard court volleyball championship matches refereed by the athletes and/or team managers of the Marquette women’s volleyball team. This is to be promoted via social media and word of mouth.

Justification: This tactic provides an effective method of advertising to students but at zero accounting cost and economic cost. This event takes place during volleyball’s off-season and allows an opportunity to build awareness and promote for the upcoming 2012 season.

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Objective 2: Increase student and community awareness of Marquette women’s volleyball events by 30 percent, from 25,500 to approximately 28,000 people.

Strategy 1: Increase media coverage

Tactic A: Develop human-interest pieces on individual players and coaches to pitch to the Milwaukee Journal Sentinel and the Marquette Tribune. *For story ideas, see appendix J.

Justification: By knowing more about the individual players, it becomes easier for students and community members alike to relate to the athletes. This creates a connection that we hope encourages more people to follow the individual athlete, and in turn, the entire team, more closely.

Tactic B: Have the women’s volleyball team, including coach Shymansky, participate in a flash mob choreographed and featuring Dance Inc. and Hype Marquette dancers. The spirit squad will also participate in the flash mob. The choreography is to be distributed in the form of a video via email to all participating members one month before the mob is to occur. The entire routine with all participants would be practiced once in the Al prior to the set execution date. To insure that the athletes are recognized as women’s volleyball players, the athletes should wear some sort of MU volleyball attire. The mob will occur on the first Friday of September, in Marquette Place at 12 p.m. on a Friday to ensure a busy atmosphere for the lunch hour (this is the ideal date, however, it is subject to change depending on the 2012 volleyball schedule). This could be filmed by volunteers or students in broadcasting classes and would be posted to YouTube and other Marquette affiliated sites such as the Facebook and Twitter accounts and gomarquette.com.

Justification: This event would likely create hype and would likely grab local media attention and create a positive feature story. All involved parties benefit from participation as it acts as a promotional tool for women’s volleyball team at the start of the season as well as Dance Inc. and Hype Marquette right before their fall auditions. This shows a different, fun side of the student athletes and coaching staff that most students don’t get to see. It also creates a fun and unique story angle for local media coverage.

Tactic C: Pitch coverage to Milwaukee Journal Sentinel online reporter Tom Enlund, TMJ4 and WISN12 for big match ups such as rivalry matches and when top 10 teams come to play at the Al. For women’s volleyball we suggest pitching coverage for Cincinnati, Penn State, Notre Dame, and rival teams such as UW Milwaukee.

Justification: Not enough coverage is given to these large match-ups. By working closely with Enlund and assisting him by providing him with whatever information he needs, he will be more likely to run a story regarding these particular games.

Strategy 2: Increase internal communications

Tactic A: Utilize the publication Marquette that is distributed to parents of current students and to MU alumni to promote ticket packages and prices for the nonrevenue sports. Include a letter from coach Shymansky asking for everyone’s support of these nonrevenue sports programs and about the potential that the season holds.

Justification: This is an easily accessible publication that is guaranteed to reach an audience that already has an invested interest in Marquette University. Why not highlight other teams besides the men’s basketball program in attempts to get more members of this audience to attend more matches?

Tactic B: Include a segment in the Marquette Tribune for the readers to get to know the team. With every paper that is distributed, include one player from each nonrevenue sport that is currently in season. Next to the featured players profile picture, have a list of 10 fun and interesting questions in which the players can hand write in their personal responses.

Justification: This little feature creates a more fun and youthful approach to getting to know the athletes and mimics a tactic that has successfully been utilized in ad campaigns by American Express as well as in issues of Cosmopolitan and ESPN the Magazine.

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Objective 3: Increase social media interaction on Marquette Athletics accounts on Twitter and Facebook pages by 15 percent, from 7,076 to 8,137 followers on Twitter and from 18,409 to 21,170 likes on Facebook.

Strategy 1: Develop interactive programs and contests to be held on social media pages.

Tactic A: Have audience members upload a picture from the current match onto Twitter. Each quality photo that is uploaded, not re-tweeted, using the hashtag “#MUVBpicme,” has its username put into a drawing. At the end of the match, the name that is pulled will win a spirit shop gift certificate for $50. This contest will take place at three matches per season and will be announced via Twitter, starting the day before the promotion will take place. This is open to all spectators, not just students.

Justification: People (especially Echo Boomers) enjoy taking pictures on their phones. They also love social media. By combining the two, it encourages spectators to actively participate in the match. At the same time, it’s an inexpensive way to get pictures of the action out to the public. The hope is that by seeing all the pictures that are posted, other fans will see the fun that is being had at these matches, which will in turn encourage them to attend a match and participate in the promotion in the future.

Tactic B: Create an app for iPhones, Android devices, Blackberrys and Windows Phone devices to engage targets during, before and after events. The application will allow for the user to learn more about the players, team, coaching staff and particular events. The application also makes it easier for the user to participate in promotional tactics and in-match promotions. The user will be able to invite friends to the event, Tweet to the players and view the gomarquette.com athletics calendar.

Justification: Participants in our primary research indicated that besides social media promotions, they would be most willing to down a free smart phone application to keep them updated with the team and participate in promotions. While we are aware that there is a Marquette athletics application already, we are proposing a new application that is easier to use, yet has more information and promotional possibilities.

Tactic C: Have an intern or person in charge of managing the Marquette athletics’ social media count increase utilization of blogs.

C1: Submit upcoming events and matches to the events posting list on milwaukeemoms.com. We suggest looking into onmilwaukee.com where one can post anything to the events tab under the “Interact and Explore” section. One can also post a story or comment on the message board under “kids and family” that pertain to this particular topic.

Justification: Mothers are heavy users of blogs and visit them more frequently than other social media sites. This particular site is most beneficial because it reaches moms of the metropolitan Milwaukee area. Use this specific site to reach team moms in the Milwaukee area who are looking for affordable and wholesome events that they can take their kids to in order to keep everyone entertained in a family-friendly atmosphere.

C2: Post feedback and tips on blog sportsgirlsplay.com. People are encouraged to post stories and ideas to this site as well, and sportsgirlsplay.com does accept advertising.

Justification: Along the same lines, team moms might look into blogs related to their child’s sports. This site can be used in a similar manner as milwaukeemoms.com, with the addition of posting tips relating to various volleyball topics to parents of young volleyball players.

Strategy 2: Have coaching staff and players take turns updating social media pages

Tactic A: Encourage the teams captain themselves to be avid social media users and to promote and update their own statuses on Twitter about their matches and events, using the hashtag #MUVBlife. Team members would undergo additional social media training on how to effectively share and promote themselves, their sport and their school that they are representing in a positive way on their personal pages. Marquette Athletic promotional messages need to be shared on the social media channels as well.

Justification: This is a simple and free way to encourage relationship development between student athletes and other students, team fans, and community members.

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Tactic B: Have a Twitter contest for the team captains. The promotion works that each captain tries to get as many people to follow her as possible. Once each athlete has 500 new followers, each follower’s user name will be put into a raffle. Whoever’s name is drawn will win a Kindle Fire tablet. (*This tactic can be adapted to increasing followers of the individual MU volleyball Twitter account rather than individual players)

Justification: This method is effective as the more followers the team captains get, the more likely a larger number of people will be subject to hearing about when matches are as well as how the team is doing. In combination with Tactic A, this could prove to highly increase awareness and attendance rates. In our research, we found that 50 percent of participants would be interested in participating in social media promotions relating to volleyball. However, 67 percent of participants do not currently utilize social media to follow the volleyball team. This tactic would encourage the initial following of the team that is needed in order for social media efforts to be successful. A similar promotional tactic has been used in the past by Brewers closer, John Axford, and has proven effective in sharply increasing the number of followers and re-tweets.

Tactic C: Have team captains and team staff personally update the team Twitter account.

Justification: Updates can be more personal and relevant and come straight from the players themselves.

Tactic D: Have a promotion related to “status donation.” Have participating users dedicate their status to women’s volleyball in which scripted Twitter updates are made for fans to share and re-tweet. The fan/user with the most re-tweets over the entire season will receive a Kindle Fire at the end of the season.

Justification: This encourages more active participation of followers.

Strategy 3: Utilize QR Codes to distribute messages and engage both students and team moms interactively.

Tactic A: Put up posters that contain QR codes throughout campus and the specific Culver’s and Pick’n Save locations listed in the appendices. The QR code will redirect the user to a mobile web page that shows the details (time, date, location) of the next volleyball event. The poster will read, “What are you doing tonight?” and will have a QR code below it. The mobile page will contain links that allow the user to “Invite friends via Facebook,” “Tweet your RSVP,” and “Shout-out to the team.” This poster will be moved around to various on-campus locations in order to ensure it reaches a larger number of people and still remains recent and visible.

Justification: A QR code is a quick and easy way to create audience interaction with content. By creating somewhat ambiguous posters, students will be more likely to scan the code to figure out what the poster is implying they do.

Tactic B: Include QR codes on all printed material for women’s volleyball. The QR code advertisement will be small and redirect the user to download the Marquette Athletics application. Through the application, tracking will be done to determine the number of MU Athletics QR codes that were scanned.

Justification: This allows for consistent messaging and making sure fans are kept up to date with team happenings. Added bonus: it’s an easy way to measure fan interaction with information about the team!

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www.gomarquette.com

The Plan All objectives are to be met by the end of the 2012-2013 academic year.

Women’s Basketball

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Objective 1: Increase total average attendance at Marquette women’s basketball games by 10 percent, from 200 to 220 student attendees, by the end of 2013 season.

Strategy 1: Create interest and loyalty through increased visibility and signage, both throughout the Marquette campus and the metropolitan Milwaukee area.

Tactic A: Currently, the Marquette Athletic Department distributes its promotional print media materials to on-campus locations only. In order to reach those in the surrounding Southeastern Wisconsin areas who do not frequent Marquette campus locations, it is important to extend the number of outlets to place strategic promotional materials such as game schedules, posters and advertisements.

● A1: Place game schedules and posters in the foyer of 11 Culver’s locations, all of which are located within 10 miles of the Al McGuire Center.

Justification: This fast-food chain is strategically chosen, as it is a very family-friendly restaurant that hosts many youth sports teams after sporting events.

● A2: Place posters and flyers about youth sports clinics hosted by Marquette at 31 local Pick’n Save locations within 10 miles of the Al McGuire Center.

Justification: This is an outlet effective for reaching Team Moms, who visit their local grocery store weekly.

● A3: Utilize the current partnership with Pizza Hut by having those branches that make deliveries to residences within 15 miles of the downtown Milwaukee area distribute the plastic schedule cards with their first 10 thousand deliveries beginning two weeks prior to the start of the basketball season.

Justification: A team mom orders pizza quite frequently, whether it is for a team gathering or because it’s a quick and easy dinner option for her on-the-go family!

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Tactic B: Place 3- by- 3 foot sidewalk stickers outside of AMU’s west entrance in a very central location where all the paths cross, in front of Raynor Library’s northern entrance and outside of the Rec Center entrance. These three stickers will display the following text in Marquette royal blue: “We Are Marquette. Support YOUR Women’s Basketball.” The stickers for the women’s basketball games can be displayed for home games against such teams as UConn, Notre Dame, Louisville, Georgetown, and rivals UW Madison and Milwaukee.

Justification: By being located in these high traffic areas for both underclassmen and upperclassmen, these stickers will increase student awareness of the women’s basketball schedule. The text incorporates the traditions that are going to be started for these programs and enforce a loyalty to support these teams, as the teams are a part of the overall Marquette experience and tradition.

Tactic C: Create fatheads featuring the seniors and most prominent or well-known MU women’s basketball athletes to be displayed around various locations on campus. The photos will be ones that were from the previous season. Utilize high traffic and social areas such as MU Place in the AMU, Marquette’s recreational facilities, the Annex, Qdoba and Sobelman’s on campus to display these fatheads. For next season’s basketball program, post fatheads of Gabi Minix, Katherine Plouffe and Sarina Simmons in the strategic locations. Displayed

along side of these fatheads post the corresponding athletes’ most impressive stats from the past/current season, depending on when the fathead is posted, along with a fun personal fact about the player and their Twitter handles.

Justification: Through focus group and survey results, students have stated that they would be more likely to attend women’s basketball games if a) they were better informed of when the games were taking place, b) if they knew more about the players themselves and c) if they knew the team was good. Placing these fatheads around campus will assist in correcting all three of these issues.

Tactic D: Utilize a partnership, for example AirTran, to sponsor four “ball girls” per game that can help with the functioning of the women’s basketball games. The sponsor could use this program as a way to better advertise its support and partnership with Marquette athletics by providing and placing their name on the shirts worn by the “ball girls.” Have kids from basketball club sports, middle and high school teams and clinic attendees to be the ball persons who help dry the court.

Justification: We understand that ball girls are already utilized by the women’s basketball team. We are proposing the addition of the sponsor tie in for either a) an additional revenue source or b) an added bonus for a current sponsor as a way to thank the sponsor for its support.

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Tactic E: Partner with Radio Disney Milwaukee to host “Radio Disney Youth Night” at the Al. All kids who wear their school/club’s team basketball jersey receive free admission to the general admission upper bench section at one designated game within the first month of the season! Prior to the game, in the northeast corner of the Al McGuire Center, Radio Disney can put on an hour-long LIVE Road Show, featuring a DJ, music, dancing, games and awesome prizes in order to help drive traffic to Youth Basketball Night. The event would be promoted on AM1640 Radio Disney with 40, :30 on-air promotional announcements from Monday - Sunday, 6 a.m. - 9 p.m. the week before the event. The event would also be featured on the Radio Disney website at www.radiodisney.com. In addition to the event, Radio Disney can also do an on-air ticket giveaway! The week prior to the event, parents could call in to win a family 4-pack of tickets to Youth Basketball Night. Twenty, :60 promotional messages would air the week of the contest, Monday-Sunday, 6 a.m. - p .m.

Justification: A partnership with Radio Disney is the perfect way to connect with basketball moms in Southeastern Wisconsin. Radio Disney’s core demographic is seven to 14 year old kids and their parents. This is exactly the target audience we need to focus on to increase attendance at women’s basketball games. Moms, and team moms specifically, spend a lot of their time in the car chauffeuring their kids from one practice or game to the next. So what does that mean? Lots of radio time. What better way to reach out to moms than through a channel they have no choice but to be subjected to? The creation of this special promotion also combines two things that moms adore: discounts and affordable family-friendly entertainment. Though roughly 200 children would be allowed into the game free of charge, the parents and siblings still must pay in order to get into the game. Therefore, by creating a discount for certain members of the family, you are encouraging an increase in attendance of individuals who might not have attended the game otherwise that still have to pay. By having Radio Disney Youth Night at the beginning of the season, it is our hope that families will be so pleased with the entertainment (and educational) value of the game that they

will become returning customers. Added bonus: by partnering with Radio Disney, an organization that has many similar values as a Jesuit institution such as Marquette, you automatically gain an increased credibility to the event. Moms and dads have a tendency to be inclined to lean towards Disney-related events because they know Disney as an organization has high-standards and prides itself on being the ultimate family-friendly organization.

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Strategy 2: Change the game atmosphere by developing student activities and traditions

Tactic A: Implement a “fan recruitment” program for the players. Each player on the team is required to recruit three to five friends to attend each of their games. These friends are then given a flag with that player’s number on it and a special student section lanyard to identify them as being part of this select group. These will be distributed to the designated fan at the first home game/game. These students will then act as the leaders of the student section, playing a crucial role in creating an exciting game atmosphere; leading new cheers, which will be explained in the following tactic. These designated student fans will also be given a pizza party during the halfway point of the season and at the end of the season for their fan participation.

Justification: A similar program is implemented by the men’s soccer team, and it seems to work. Why not transfer it to other nonrevenue sports? This program would insure a solid showing of 33 to 55 students for women’s basketball games. Because these students are friends with the student athletes, they are more likely to have a higher level of investment in the games and have more enthusiasm, making the atmosphere more enjoyable for all in attendance.

Tactic B: Transfer traditions at from the men’s basketball games to the women’s basketball program.

● Students should stand and sing “Ring Out Ahoya!” whenever it is played by the band.

● Students should turn their backs to opponents while their starting line-up is announced.

● The main lights should be dimmed with only a spot light being shined on each Marquette player when the starting line-up is announced.

● Students should be screaming “oooohhh” while opposing team shoots free throws.

● Students should throw their arms in the air with spirit fingers while Marquette’s free throws are taken.

Justification: From the very beginning of the game, students need to be excited and involved in the game. These are very simple and standard traditions that we have observed are almost completely absent at Marquette women’s basketball experience, yet would not take much to implement, as these traditions are widely known. By carrying these traditions over to the women’s program, it will create a more vibrant atmosphere for all spectators in attendance. It will also create a more intimidating arena for the opposing team to compete in.

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Tactic C: Start new traditions as well:

● Have “Powder Power Outs” in which light blue t-shirts are given to all college students in attendance. The entire student section is a sea of light blue creating unity and a more intimidating atmosphere for the opponent.

● At games against top competitors UConn, Notre Dame, Louisville, Georgetown, and rivals UW Madison and Milwaukee pass out light blue rally towels to help the students create an intimidating atmosphere and promote a better home court advantage.

Justification: Having an enthusiastic student section is vital to creating an intimidating and exciting game atmosphere. Giving students specific cheers and unifying promotional giveaways such as the rally towels will encourage more students to attend games as it will increase the excitement level of game will simultaneously increase the interest of students.

Tactic D: Have unique giveaways at two games per season that will motivate college students to attend games. At one game at the end of November, give way three checks to be used for tuition in the spring semester valued at $2,000, $1,000 and $500. At one game towards the beginning of February, give away three $50 MU spirit shop gift cards at via a raffle.

Justification: As supported by personal interviews and focus group findings, students find larger prizes much more enticing. Therefore, we suggest instead of buying boxes and boxes of pizzas every game, delegate this money towards larger, more substantial prizes. These types of prizes provide enough incentive to attract a student to walk down to the Al and stay through a game, because the potential prize is seen as too valuable to pass up a chance to win. Our research showed that money towards tuition would be a giveaway most likely to drive students to a women’s basketball game. Students also stated that MU spirit shop gift cards are also a preferred giveaway due to students viewing current MU spirit shop prices as being slightly expensive for a college student’s budget.

Tactic E: Work with MUTV and broadcasting classes to interview fans and students in the student section asking them various questions, including why they like the games

and why they attend the events. From this a comical promotional video set to music is to be created by MUTV or the broadcasting classes (in the form of a final class project) that can be shown in between sets at basketball games, and posted on gomarquette.com, as well as Facebook and Twitter.

Justification: Students will be attracted to this tactic because they like to see themselves or their friends and classmates in videos. This is also a good way to give ownership of the team to the students.

Tactic F: Set up a screen in the northeast corner of the court, as it is set up for Marquette Madness, and to run the video developed by MU broadcasting majors in Tactic D as well as other promotional videos similar to those created for the men’s basketball team, such as the “Pray” video. The video content will be generated by TriMarq and will encourage great tradition, pride and engagement of the crowd. Other entertaining videos can be played including videos of athletes dancing and/or singing and “get to know the player” segments. A video with questions and answers from the athletes would run along with a feed of tweets being made about the game, see objective 3 for more details.

Justification: The video content will be generated by broadcasting classes and therefore there will be minimal costs associated to this tactic yet will encourage great tradition, pride and engagement of the crowd. Use of a video screen also provides opportunity to sell in sponsors as a way of paying for the production of videos or to increase overall revenue.

Objective 2: Increase student and community awareness of Marquette women’s basketball events by 30 percent, from 25,500 to 28,000 people.

Strategy 1: Increase media coverage

Tactic A: Develop human-interest pieces on individual players and coaches to pitch to the Milwaukee Journal Sentinel and the Marquette Tribune. *For story ideas, see appendix J.

Justification: By knowing more about the individual players, it becomes easier for students and community members alike to relate to the athletes. This creates a connection that we hope encourages more people to follow the individual athlete, and in turn, the entire team, more closely.

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Tactic B: Pitch coverage to Journal Sentinel online reporter Tom Enlund, TMJ4 and WISN12 for big game ups such as rivalry games and when top 10 teams come to play at the Al. For women’s basketball game pitch coverage for UConn, Notre Dame, Louisville, Georgetown, and rival UW Madison and Milwaukee.

Justification: Not enough coverage is given to these large game-ups. By working closely with Enlund and assisting him by providing him with whatever information he needs, he will be more likely to run a story regarding these particular games.

Tactic C: Have a segment with Terri Mitchell on the Morning Blend, an NBC television program aimed towards women, which airs at 9 a.m. on weekdays. Coach Mitchell can appear in a segment towards the end of November or early December to talk about the holiday party that the women’s team will host to help bring in donations for Toys for Tots after the team’s afternoon game, date pending on schedule.

Justification: This appearance should help promote the team’s season and to encourage people to attend the game and family-friendly holiday party. This particular method would be effective in reaching the target audience of team moms as they are typically just finishing sending the kids off to school.

Strategy 2: Increase visibility of student athletes throughout the community

Tactic A: Encourage student athlete participation/attendance of large community events. It would be effective to have the women’s basketball team attend and participate in the Milwaukee Christmas Tree Lighting Ceremony at Pere Marquette Park. This event happens in mid- November, which is right after the start of the team’s season. This year’s “Milwaukee Holiday Lights Kickoff Extravaganza” took place November 17 at 6 p.m. and featured holiday music, the park lighting and a fireworks display. The exact date for the 2012 event is not yet posted, but will be held around the same date and at the same location. In correlation with the Holiday Christmas lighting, have the women’s basketball team hand out flyers and make an announcement about a holiday party they will be hosting. Coach Mitchell will announce to the audience that families are invited but must first attend the noon game immediately proceeding to the event in order to earn a “ticket” into the party.

Justification: This would be an inexpensive and great way to become visible to many Milwaukee families that are looking for very affordable form of family friendly entertainment.

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Tactic B: Have the women’s basketball team host a holiday party focused on giving. This party will take place immediately following a Saturday or Sunday afternoon game in late November or early December (pending on schedule). All spectators will be encouraged to bring their family, friends and neighbors and to bring a toy to donate at the game, which will be distributed to Toys for Tots. One toy donation or a monetary donation of $15 grants entry to the holiday party for two individuals. Individuals will be given wrist bands to the holiday party upon donation. The party will be held in the AMU Ballrooms. The holiday party will include the following family-friendly holiday related stations:

● Wish list creation for santa

● Candy cane reindeer

● Popsicle stick snowflake ornament creation

● Hot cocoa and sugar cookie decorating

● Christmas karaoke

● Pictures with Santa (we propose seeing if Father Pilarz would be willing to play Santa!)

The female athletes can be stationed at different activity booths wearing Santa hats. Father Pilarz and Coach Terri Mitchell will be asked to make an appearance to address Marquette’s intent to reach the community through leadership and giving. Along with announcement made and flyers given out at the Holiday Lights Festival, this event will be promoted via milwaukeemoms.com, Terri Mitchell’s segment on the Morning Blend, local news stations TMJ4, WISN12 and the Journal Sentinel. These news stations will also be invited to attend the event.

Justification: This is a great way to reach families throughout the Milwaukee community, gain media coverage and build awareness of the basketball program. It also ties in perfectly with Marquette’s and coach Mitchell’s mission to serve the community.

Tactic C: Partner with Radio Disney for an interview with coach Mitchell. Head coach Terri Mitchell can be interviewed for a 30 minute segment on Radio Disney’s public service announcement program, the Backyard Show, which airs every Saturday at 6:30 a.m. The segment will focus on coach Mitchell and the team’s dedication to giving back to the community, including youth camps, Al’s Run and Walk, and, more

specifically its newest endeavor, the Toys For Tots Drive and holiday party. The segment would be recorded at the Radio Disney Milwaukee studio, located in Pewaukee, whenever coach Mitchell was available. The segment would air one to one-and-a-half weeks before the event occurred (depending on what day of the week the event falls on).

Justification: This is a free and incredibly valuable way to reach our exact target audience! This is the perfect outlet to further promote the Marquette women’s basketball team and their social responsibility efforts, especially the new Toys for Tots Drive and Holiday Party.

Sample flyer for the Holiday Party. Actual flyer will have a photo of a group of children wearing santa hats.

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Tactic D: Place a full page color advertisement in Metroparent Magazine about the Toys for Tots drive and holiday party

Justification: Metroparent Magazine is distributed to and available for free at more than 750 locations in southeastern Wisconsin, including hospitals, schools and day care centers, grocery stores, libraries, retailers, medical offices and recreation locations. This is the perfect print publication to reach team moms as it is available at some of the locations where mom spends the most of her time!

Strategy 3: Cross-promote women’s basketball at men’s basketball games.

Tactic A: Have the women’s basketball team make more frequent appearances at the men’s basketball games during halftime events, as long as scheduling permits, by having the players coach youth team scrimmages.

Justification: This will create a more “personal relationship” between the athletes and the audience/families. This will be effective as seeing little kids play basketball seems to be a crowd-pleaser.

Tactic B: Create double-sided posters which include both the men’s and women’s basketball schedules to be handed out at Marquette Madness.

Justification: Because posters and schedules for the women’s basketball season are not made available at Marquette Madness, we feel this creates an opportunity for growth. This way, the women’s schedule is at the hands of all of those interested in men’s basketball and creates an overall greater awareness as more students have at least now seen and had contact with the women’s promotional materials.

Strategy 4: Increase internal communications.

Tactic A: Utilize the publication Marquette that is distributed to parents of current students and to MU alumni to promote ticket packages and prices for the nonrevenue sports. Include a letter from coach Mitchell asking for everyone’s support of these nonrevenue sports programs and about the potential that the season holds.

Justification: This is an easily accessible publication that is guaranteed to reach an audience that already has an invested interest in Marquette University. Why not highlight other teams besides the men’s basketball program in attempts to get more members of this audience to attend more games?

Tactic B: Include a segment in the Marquette Tribune for the readers to get to know the team. With every paper that is distributed, include one player from each nonrevenue sport that is currently in season. Next to the featured players profile picture, have a list of 10 fun and interesting questions in which the players can hand write in their personal responses.

Justification: This little feature creates a more fun and youthful approach to getting to know the athletes and mimics a tactic that has successfully been utilized in ad campaigns by American Express as well as in issues of Cosmopolitan and ESPN the Magazine.

Tactic C: Create flyers promoting group ticket sales of women’s basketball games to be distributed youth basketball tournaments and leagues, including Wisconsin Youth Basketball League. The advertisement will promote the affordability of group ticket sales and the benefits of participating in this promotion. For groups of 25 or more, ticketholders can have their pictures taken on the court after the game. Along the same lines, for groups of 50 people or more, members of the group can play basketball at halftime.

Justification: This is a great incentive to get, for example, a club team to gather all the member’s family in order to come to the game and to get the opportunity to play at halftime on a collegiate stage.

Objective 3: Increase social media interaction on Marquette Athletics accounts on Twitter and Facebook pages by 15 percent, from 7,076 to 8,137 followers on Twitter and from 18,409 to 21,170 likes on Facebook.

Strategy 1: Develop interactive programs and contests to be held on social media pages

Tactic A: Have audience members upload a picture from the current game onto Twitter. Each quality photo that is uploaded, not re-tweeted, using the hashtag “#MUWBBpicme,” has its username put into a drawing. At the end of the game, the name that is pulled will win a spirit shop gift certificate for $100. This contest will take place at three games per season and will be announced via Twitter, starting the day before the promotion will take place. This is open to all spectators, not just students.

Justification: People (especially Echo Boomers) enjoy taking pictures on their phones. They also love social media. By combining the two, it encourages spectators to actively participate in the game. At the same time, it’s an inexpensive way to get pictures of the action out to the public. The hope is that by seeing all the pictures that are posted, other fans will see the fun that is being had at these games, which will in turn encourage them to attend a game and participate in the promotion in the future.

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Tactic B: Create an app for iPhones, Android devices, Blackberrys and Windows Phone devices to engage targets during, before and after events. The application will allow for the user to learn more about the players, team, coaching staff and particular events. The application also makes it easier for the user to participate in promotional tactics and in-game promotions. The user will be able to invite friends to the event, Tweet to the players and view the gomarquette.com athletics calendar.

Justification: Participants in our primary research indicated that besides social media promotions, they would be most willing to download a free smart phone application to keep them updated with the team and participate in promotions. While we are aware that there is a Marquette athletics application already, we are proposing a new application that is easier to use, yet has more information and promotional possibilities.

Tactic C: Have an intern or person in charge of managing the Marquette athletics’ social media count increase utilization of blogs.

C1: Submit upcoming events and games to the events posting list on milwaukeemoms.com. We suggest looking into onmilwaukee.com where one can post anything to the events tab under the “Interact and Explore” section. One can also post a story or comment on the message board under “kids and family” that pertain to this particular topic. This is also a great place to promote the Toys for Tots drive and holidy party.

Justification: Mothers are heavy users of blogs and visit them more frequently than other social media sites. This particular site is most beneficial because it reaches moms of the metropolitan Milwaukee area. Use this specific site to reach team moms in the Milwaukee area who are looking for affordable and wholesome events that they can take their kids to in order to keep everyone entertained in a family-friendly atmosphere.

C2: Post feedback and tips on blog sportsgirlsplay.com. People are encouraged to post stories and ideas to this site as well, and sportsgirlsplay.com does accept advertising.

Justification: Along the same lines, team moms might look into blogs related to their child’s sports. This site can be used in a similar manner as milwaukeemoms.com, with the addition of posting tips relating to various basketball topics to parents of young basketball players.

Tactic D: Create an advertising account with Facebook for the women’s basketball program. The advertisements can be directly targeted and displayed to those who are from the greater- Milwaukee region, and who “like” or are interested in the sport. Every time somebody clicks on the respective ad, the account will be charged a small incremental fee. Every “click” indicates that a person has seen the advertisement and been exposed to the program’s event.

Justification: This is an easy way to reach our audiences, as both students and team moms are very active on Facebook. This also provides opportunities to easily track interaction with the social media pages and advertisements.

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Strategy 2: Have coaching staff and players take turns updating social media pages

Tactic A: Encourage the teams captain themselves to be avid social media users and to promote and update their own statuses on Twitter about their games and events, using the hashtag #MUWBBlife. Team members would undergo additional social media training on how to effectively share and promote themselves, their sport and their school that they are representing in a positive way on their personal pages. Marquette Athletic promotional messages need to be shared on the social media channels as well.

Justification: This is a simple and free way to encourage relationship development between student athletes and other students, team fans, and community members.

Tactic B: Have a Twitter contest for the team captains. The promotion works that each captain tries to get as many people to follow her as possible. Once each athlete has 500 new followers, each follower’s user name will be put into a raffle. The name that is drawn will win a Kindle Fire tablet.

Justification: This method is effective as the more followers the team captains get, the more likely a larger number of people will be subject to hearing about when games are as well as how the team is doing. In combination with Tactic A, this could prove to highly increase awareness and attendance rates. In our research, we found that 51 percent of participants would be interested in participating in social media promotions relating to women’s basketball. However, 70 percent of participants do not currently utilize social media to follow the women’s basketball team. This tactic would encourage the initial following of the team that is needed in order for social media efforts to be successful.

A similar promotional tactic has been used in the past by Brewers closer, John Axford, and has proven effective in sharply increasing the number of followers and re-tweets.

Tactic C: Have team captains and team staff personally update the team Twitter account.

Justification: Updates can be more personal and relevant and come straight from the players themselves.

Tactic D: Have a promotion related to “status donation.” Have participating users dedicate their status to women’s basketball in which scripted Twitter updates are made for fans to share and re-tweet. The fan/user with the most re-tweets over the entire season will receive a Kindle Fire at the end of the season.

Justification: This encourages more active participation of followers.

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Strategy 3: Utilize QR Codes to distribute messages and engage both students and team moms interactively.

Tactic A: Put up posters that contain QR codes throughout campus and the specific Culvers and Pick’n Save locations listed in the appendices. The QR code will redirect the user to a mobile web page that shows the details (time, date, location) of the next basketball event. The poster will read, “What are you doing tonight?” and will have a QR code below it. The mobile page will contain links that allow the user to “Invite friends via Facebook,” “Tweet your RSVP,” and “Shout-out to the team.” This poster will be moved around to various on-campus locations in order to ensure it reaches a larger number of people and still remains recent and visible.

Justification: A QR code is a quick and easy way to create audience interaction with content. By creating somewhat ambiguous posters, students will be more likely to scan the code to figure out what the poster is suggesting.

Tactic B: Include QR codes on all printed material for women’s basketball. The QR code advertisement will be small and redirect the user to download the Marquette Athletics application. Through the application, tracking will be done to determine the number of MU Athletics QR codes that were scanned.

Justification: This will allow for consistent messaging and making sure fans are kept up to date with team happenings. Added bonus: it’s an easy way to measure fan interaction with information about the team.

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Measurement & EvaluationObjective 1A: Increase total average attendance at Marquette women’s volleyball matches by 10%, from 600 to 660 attendees, by the end of 2012 season.

Objective 1B: Increase total average attendance at Marquette women’s basketball games by 10%, from 200 to 220, by the end of 2013 season

Evaluation: Before implementing the campaign, the total attendance at each individual volleyball match and basketball game this season should be tracked and documented. A value can then be calculated for the average number of attendees per game for the entire season. This value will be our baseline. In order to monitor the attendance rates at these events, Marquette Athletic Department should work to track the number of impressions that are being made on campus and throughout the local community. The marketing department should know the number of locations in which promotional posters, schedules and flyers are hung or readily available. Along these same lines, the marketing department should keep tabs on how many deliveries participating Pizza Huts makes and how many key chains are being distributed with these deliveries. Evaluation of the number of people subjected to the sidewalk stickers and other advertisements who attend the events because of the promotional signage is important. A survey, as listed in appendix Y, should be distributed to everyone who attends a particular game, which inquires about his/her awareness of the signs, and further if it had any conscious impact on his/her decision to attend that night’s game. On game nights that feature a particularly special promotion, for example the powder blue t-shirt handouts, student attendance should be especially tracked with the distribution of t-shirts. A survey could then be distributed to these students inquiring about the significance/impact that the promotion/incentive had on his/her decision to attend that game via email or directly at the event. At events, the number in attendance will be highly tracked and

the psychographics will be analyzed through a survey. In order to encourage people to partake in the surveys any remaining t-shirts and rally towels that were not distributed at the “Powder Power Outs” will be given away to participants.

Objective 2: Increase student and community awareness of both Marquette women’s volleyball and women’s basketball by 30%, from 25,500 to 28,000 people.

Evaluation: In order to evaluate awareness, we must do a media scan of the current season and compare it to the end of the respective seasons 2012/2013. We need to monitor how many segments are published or broadcasted relating to these events and how many impressions are made via each of these media placements. The tracking of the number of media impressions all within the local area, on a statewide basis as well as in collegiate or sports related journals, newspapers, magazines and television stations. It is beneficial to know the number of games that are televised and the viewership of these games as well. Evaluation of Marquette’s own internal media coverage is significant in order to see how frequently people are interacting with Marquette Athletics social media sites. It would be beneficial to evaluate how many people or times people inquire about MU athletics human-interest stories after a feature story has been released. Have an announcement during a time-out and/or on the screens at the games that request that people tweet a response to the question, “how did you hear about tonight’s game?” This will give an idea of how people are being effectively reached and also, to what extent impressions impact spectators. Send an online survey to those who have attended other Marquette nonrevenue sporting events, with an incentive of a free women’s basketball powder blue t-shirt for taking the survey, to see if people are aware of women’s basketball games. Also, we must evaluate number of hits on web pages and views of video content and must monitor who is viewing, how

many are viewing, how many are return visitors to the site, and if they support and attend the games after viewing. A focus group could be conducted in order to ask if and how people are aware of these non-revenue programs. Sample questions for the survey and focus group can be seen in appendix Y.

Objective 3: Increase social media interaction on Marquette Athletics accounts on Twitter and Facebook pages by 15%, from 7,076 to 8,137 followers on Twitter and from 18,409 to 21,170 likes on Facebook.

Evaluation: Information will be collected prior to the start of the season and then compare this to the end of the season to ensure increase of interaction with Marquette Athletics’ social media outlets. The evaluation of social media interactions will be monitored by tracking the number of likes, views, tweets, re-tweets, tags, hash-tags, friend requests, and followers to Marquette Athletics Twitter accounts and by monitoring traffic on the websites and web material that is posted. The participation in the promotional contests will be continually supervised to observe if the number of participants fluctuates depending on the prize associated with the contest. This will be tracked using Google Analytics, which allows you to view the number of visitors on a particular website every month. Along with this, Google Analytics provides you with information at how viewers arrived at your site and if, for example, they clicked on a link on milwaukeemoms.com which brought them to the gomarquette.com web page. The data regarding the number of downloads of the phone app will be scanned frequently, as well as the number of scans of the QR codes. The evaluation of the number of videos submitted can be easily tracked and one can keep tabs on the attention or views the videos receive get. Through the application, tracking will be done to determine the number of MU Athletics QR codes that were scanned.

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Conclusion

By developing the campaigns for the Marquette women’s basketball and women’s bolleyball teams, Full Court PR utilized primary and secondary research findings to develop two integrated campaigns that focus on increasing awareness, entertainment value, social media interaction and overall attendance at these teams’ sporting events.

As both sports share similar difficulties in increasing attendance and awareness, we propose similar tactics of using social media, increasing student section interaction by developing specific fan groups for each sport and promotional giveaways for both campaigns. These tactics will encourage further involvement of the student body which will in turn increase the entertainment value for all in attendance. There is also a focus on making the student athletes more accessible to both the rest of the Marquette community and the rest of Southeastern Wisconsin in order to encourage fans to develop a stronger connection to the team, which will in turn increase commitment level and attendance of women’s basketball games and volleyball matches. This is achieved through an increased presence in traditional and nontraditional media, as well as appearances at community events.

Though there are many similar tactics between the two sports, Full Court PR recognizes the value in providing different opportunities for each sport that appeals more directly to its primary target audience. For the women’s basketball team, we hope to reach team moms of youth and high school volleyball and basketball teams by targeting locations and publications that they typically utilize in order to increase awareness of the team and its events. Through the creation of a special family-friendly community event centered on giving, we hope to appeal to the same audience by providing incentives for them to attend by increasing the entertainment value. With a focus on increasing student awareness and attendance of volleyball matches, we propose more non-traditional approaches to appeal to the younger generation. The use of such creative tactics as a flash mob and the Hawaiian Labor Day Block Party will present the athletes in a more approachable light and create further interest in the team and development of priceless bonds between student athletes and other MU students.

The implementation of these integrated campaigns will meet the needs of the Marquette Athletic Department to increase attendance and awareness of its nonrevenue sports programs in new and exciting ways that will truly engage the audience.

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Timeline & Budget

Women’s Volleyball Budget Summary

● Events: $6,994.30● Promotional Materials: $3,813.94● Giveaways: $4,056.20● Media Relations: $0● Social Media: $747● TOTAL: $15,611.44

Women’s Basketball Budget Summary

● Events: $7,269.67 ● Promotional Materials: $13,535.43 ● Giveaways: $7,454 ● Media Relations: $1,500 ● Social Media: $500 ● TOTAL: $30,260

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Volleyball Timeline

52

Basketball Timeline

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Budget: Women’s Volleyball

Objective 1: Strategy 1 Tactic A1 & A2 Posters for Culvers and Pick‘n Save CostDesign (Initial designs completed by Full Court PR) $0

Adaptations (4 hours, completed by intern) Production (42 copies) $549

18 inches x 38 inches full color, matte paper DigiCopy

Distribution 2 student interns, 3 hours each $0Gas (4 gallons) 4 gallons x $3.50 price $14

TOTAL $563Strategy 1 Tactic A3 Promotional Schedule Cards CostDesign (Initial design is the same used currently) $0

Adaptations (4 hours, completed by staff member) Included in salaryProduction (5000)

Card with keychain $1,310.00andreonicards.com

TOTAL $1,310.00 Strategy 1 Tactic B Sidewalk Stickers CostDesign (Initial design completed by Full Court PR) $0


3 feet x 3 feet = $122 $366Power-Graphics.com

Distribution 1 intern, 2 hours $0

TOTAL $366

Strategy 1 Tactic CFat Heads CostDesign (Photographs of players to be displayed with statistics and

personal “fun facts”)

Adaptation (2 hours, completed by intern) $0Production (3)

4 feet x 6 ½ feet = 140 $420fathead.com

Distribution 2 interns, 2 hours $0

TOTAL $420

Strategy 2 Tactic A Designated Fans CostFlag Design (initial design created by intern) $0

Adaptations (completed by staff member) Included in salaryProduction (1050) $835.80

the-flag-makers.com Distribution (at game) $0

3 interns, 15 minutes Personalized Lanyards Lanyard Design (initial design created by Full Court PR) $0

Adaptations (completed by staff member) Included in salaryProduction (1050) $913.50

1 inch, 1 color, polyster www.orderlanyards.com

Distribution (at game) $03 interns, 15 minutes

Pizzas and Sodas (34 pizzas and 144 sodas) $10 x 34 pizzas $340Pizza Hut 6 packs of 24 x $7.99 $47.90Pick‘n Save

Distribution (At game) 3 interns and 1 staff member, 30 minutes $0

TOTAL $2,137.20Strategy 2 Tactic B1

“MINE” Cheer Cost

TOTAL $0

Objective 1: Strategy 1 Tactic A1 & A2 Posters for Culvers and Pick‘n Save CostDesign (Initial designs completed by Full Court PR) $0

Adaptations (4 hours, completed by intern) Production (42 copies) $549

18 inches x 38 inches full color, matte paper DigiCopy

Distribution 2 student interns, 3 hours each $0Gas (4 gallons) 4 gallons x $3.50 price $14

TOTAL $563Strategy 1 Tactic A3 Promotional Schedule Cards CostDesign (Initial design is the same used currently) $0


Card with keychain $1,310.00andreonicards.com

TOTAL $1,310.00 Strategy 1 Tactic B Sidewalk Stickers CostDesign (Initial design completed by Full Court PR) $0


3 feet x 3 feet = $122 $366Power-Graphics.com


TOTAL $366

Strategy 1 Tactic CFat Heads CostDesign (Photographs of players to be displayed with statistics and


Adaptation (2 hours, completed by intern) $0Production (3)

4 feet x 6 ½ feet = 140 $420fathead.com


TOTAL $420

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Strategy 2 Tactic B2 & B3 Powder-blue Shirts CostT-shirt design (Initial design created by Full Court PR) $0

Design adaptations (completed by staff) Included in salaryProduction (200)

200 x $4.95 $990Jim Phillips

Distribution (At game) $03 interns, 20 minutes

Rally Towels Design (Initial design created by Full Court PR)


(400 x 1.20) + (400 x 0.15) $580

rallytowels.com


TOTAL $1,570.00Strategy 2 Tactic C Giveaways CostRaffle

3 gift cards, $50 each $150TOTAL $150Strategy 2 Tactic D Promotional Videos Featuring Students CostBroadcasting students to film and edit

4 students, 5 hours $0Equipment (Found in the Wakerly Lab)

1 camera $01 camera stand $01 microphone $0

Screen (Same one used for Marquette Madness) $0Distribution (Posted on gomarquette.com)

1 intern, 30 minutes $0TOTAL $0Strategy 2 Tactic E Promotional Videos Featuring Athletes CostProduction

TriMarq Specific details needed to determine price

Screen (Same one used for Marquette Madness) $0Distribution (Made viral)

1 intern, 30 minutes $0TOTAL ---

Strategy 3 Tactic A Hawaiian Block Party Cost Location (Central mall) $0

Tables (AMU) $0

Food and Dinnerware Hawaiian Dinnerware (included with food) Bubbs BBQ (300 People) $4,125

Music (4 speakers) $140 10 inch, 2 way speaker with stand Studio Gear

iPod Input (AMU) $0

Volleyball Nets and Balls (2 nets, 6 balls) $0 Promotional Materials (200)

19 inches x 27 inches full-color, matte paper posters $1,940 DigiCopy

Decorations Tiki Bar $424 Target.com Tiki Torches (20 x $2.77) $55.40 Walmart Leis 300 (6 leis $4.99) $250 PartyCity.com Table Decorations (50 tables) $199.90 88 pc (5 tables)= $19.99 PartyCity.com

TOTAL $6,994.30 Strategy 3 Tactic B Athletes Refereeing Games CostAthletes

1 athlete per game $0Social Media Promotion $0

2 interns, 5 hours each TOTAL $0

Strategy 2 Tactic B2 & B3 Powder-blue Shirts CostT-shirt design (Initial design created by Full Court PR) $0






(400 x 1.20) + (400 x 0.15) $580

rallytowels.com


TOTAL $1,570.00Strategy 2 Tactic C Giveaways CostRaffle

3 gift cards, $50 each $150TOTAL $150Strategy 2 Tactic D Promotional Videos Featuring Students CostBroadcasting students to film and edit



Screen (Same one used for Marquette Madness) $0Distribution (Posted on gomarquette.com)

1 intern, 30 minutes $0TOTAL $0Strategy 2 Tactic E Promotional Videos Featuring Athletes CostProduction

TriMarq Specific details needed to determine price

Screen (Same one used for Marquette Madness) $0Distribution (Made viral)

1 intern, 30 minutes $0TOTAL ---

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Objective 2: Strategy 1 Tactic A Human-Interest Pieces CostPitches

Written by staff member Included in salaryDistribution

Electronically by staff Included in salaryB-Roll

2 interns, 3 hours $0Reviewed by staff Included in salary

TOTAL $0Strategy 1 Tactic B Flash Mob CostDancers (Athletes, Student Organizations, Spirit Squad) $0Practice Space

1 hour in Al $0Filming and Editing

3 interns, 3 hours $0Distribution of Video (To be done virally)

1 intern, 30 minutes $0Media Pitching

Written and edited by staff member(s) Included in salaryDistribution to Media

Done electronically by staff Included in salaryTOTAL $0Strategy 1 Tactic C JS, TMJ4 and WISN 12 Pitches CostWriting

Written and edited by staff member(s) Included in salaryDistribution to media (Electronically)

Done by staff member(s) Included in salaryTOTAL $0Strategy 2 Tactic A Marquette Magazine Cost

To be placed in the Fall Issue (MU Athletics staff must discuss with Marquette Magazine staff)

$0

TOTAL $0Strategy 2 Tactic B “Get to know the Players” MU Tribune CostTribune Placement (Once a week) MU Athletics staff must discuss with

TribuneQuarter page placement in the sports section $0

TOTAL $0

Objective 3: Strategy 1 Tactic A Twitter Photo Contest CostPrizes (Spirit Shop Gift Card) $150

3 cards x $50 Social Media Monitoring $0

1 intern, 2 hours TOTAL $150Strategy 1 Tactic B Mobile Phone App. CostDevelopment

To be created by staff Included in salary

TOTAL $0

Strategy 1 Tactic C1 & C2 Blog Interaction CostMU Athletics Media Intern $0

2 interns, 3 hours per week TOTAL $0Strategy 2 Tactic A Captains on Social Media CostSocial Media Training Included in salary

20 hours, staff member TOTAL $0Strategy 2 Tactic B Twitter Contest with Players CostPrizes $597

3 Kindle Fires x $199.00 TOTAL $597Strategy 2 Tactic C Captains Updating Team Twitter CostSocial Media Training

20 hours, staff member Included in salaryTOTAL $0

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Strategy 2 Tactic D “Status Donation” CostPrize

Kindle Fire $199

TOTAL $199

Strategy 3 Tactic A Specialized Posters with QR Code CostDesign (Initially designed by Full Court PR) $0

Edits by staff member Included in salaryProduction (200) $1,154.94

19 inches x 27 inches on matte paper Distribution $0

3 hours, 3 interns

TOTAL $1,154.94Strategy 3 Tactic B QR Codes on Already Existing Printed Materials CostDesign

Created by staff member $0Production

To be determined by department throughout season TOTAL ----

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Budget: Women’s Basketball

Women’s Basketball Budget Summary

● Events: $7,269.67 ● Promotional Materials: $13,535.43 ● Giveaways: $7,454 ● Media Relations: $1,500 ● Social Media: $500 ● TOTAL: $30,260

Objective 1: Strategy 1 Tactic A1 & A2 Posters around Culvers and Pick‘n Save CostDesign (Initial designs completed by Full Court PR) $0

Adaptations (4 hours, completed by intern) Production (42 copies) $669.90

18 inches x 38 inches full color, gloss coated DigiCopy

Distribution 2 interns, 3 hours each $0Gas (4 gallons) 4 gallons x $3.50 price $14

TOTAL $683.90Strategy 1 Tactic A3 Promotional Schedule Cards CostDesign (Initial design is the same as current) $0

Adaptations (4 hours, completed by staff member) Included in salaryProduction (5,000) $1,350

Card with keychain andreonicards.com

TOTAL $1,350 Strategy 1 Tactic B Sidewalk Stickers CostDesign (Initial design completed by Full Court PR) $0


$122 $366Power-Graphics.com


TOTAL $366

Strategy 1 Tactic C Fat Heads CostDesign (Photographs of players to be displayed with statistics and


1 intern, 2 hours $0Production (3)

4 feet x 6 ½ feet $140 fathead.com


TOTAL $420Strategy 1 Tactic D Sponsored Ball Girls CostT-shirts Design (Initial design created by Full Court PR) $0

Adaptations (1 hour, completed by staff member) Included in salaryProduction (64)

$4.95 $316.18Jim Phillips

Distribution (To be done at game) 1 intern, 15 minutes $0

TOTAL $316.18Strategy 1 Tactic E Radio Disney Youth Night CostIncludes $5000

DJ Staff Games

Prizes Location Al McGuire CenterTicket Giveaway $1,040

4-Pack of Tickets ($40)

Entry for 200 youth basketball players ($1,000) Radio Disney Messages $0TOTAL $6,040

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Strategy 2 Tactic A Designated Fans CostFlag Design (Initial design created by Full Court PR) $0

Adaptations (1 hour, completed by staff member) Included in SalaryProduction (880) $1,080

10 centimeter x 15 centimeter polyester hand flags the-flag-makers.com


Personalized Lanyards Lanyard Design (Initial design created by Full Court PR) $0

Adaptations (1 hour, completed by staff member) Included in salaryProduction (880) $510.40

1 inch, polyster, 1 color www.orderlanyards.com


Pizzas and Sodas (26) $10 pizzas $260Pizza Hut $7.99 24 packs soda (5) $39.95Pick’n Save

Distribution (At game) 3 interns and 1 staff member, 30 minutes $0

TOTAL $1,890.35Strategy 2 Tactic C Powder blue Shirts CostT-shirt design (Initial design created by Full Court PR) $0






(600 x $0.98) + (600 x $0.15 for colored towels) $678rallytowels.com

Distribution 3 interns, 20 minutes $0

TOTAL $1,668

Strategy 2 Tactic D Giveaways CostRaffle

3 gift cards, $50 each $150$2,000,$1,000 and $500 towards tuition $3,500

TOTAL $3,650Strategy 2 Tactic E Promotional Videos Featuring Students CostBroadcasting students to film and edit



Screen (Same one used during Marquette Madness) $0Distribution (Posted on gomarquette.com)

1 intern, 30 minutes $0TOTAL $0Strategy 2 Tactic F Promotional Videos Featuring Athletes CostProduction

Trimarq Specific details needed to determine price

Distribution (Made viral) 1 intern, 30 minutes $0

Screen (Same one as used for Marquette Madness) $0TOTAL ----Objective 2: Strategy 1 Tactic A Human-Interest Pieces CostPitches $0

Written by staff member Included in salaryDistribution

Electronically by staff Included in salaryB-Roll

2 interns, 3 hours $0Reviewed by staff Included in salary

TOTAL $0

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Strategy 1 Tactic B JS, TMJ4 and WISN 12 Pitches CostWriting $0

Written and edited by staff member Included in salaryDistribution to media (Electronically)

Done by staff member Included in salaryTOTAL $0Strategy 1 Tactic C Morning Blend Appearance CostPitch to Morning Blend (Initially written by Full Court PR) $0

Editing to be done by staff Included in salaryDistribution of pitch

Staff member Included in salaryAppearance by Coach Mitchell $0TOTAL $0Strategy 2 Tactic A Christmas Tree Lighting CostSponsorship Cost Price depending on the organization

of next years eventTransportation $0 (Marquette Vans)TOTAL $0

Strategy 2 Tactic B Christmas Party CostPromotional Materials

Quarter-sheet flyers on matte paper $59DigiCopy ¼ page ad in Journal Sentinel $4,860Social Media $0

Location AMU Ballroom $06 ft. Christmas Tree (Artificial) $40Ornaments for Tree (125 piece via Vickerman) $39.99Christmas Lights (for tree and decoration)(4 packs of 100 count lights at $8.99 each)

$35.96

Staff Women’s basketball team $0Coat check ($12/hour) $36 Security ($12/hour) $36

Appearances Coach Terri Mitchell $0Father Pilarz $0

Food (Marquette Catering) Decorate your own cookies $590(200 people, $2.95/person) Candy “Bar” $642

Drinks (by the gallon, 1 gallon=16 servings) Hot chocolate ($18.95 x 10) $226.20 Hot apple cider ($19.50 x 6) $117 Regular Coffee ($18.35 x 3) $55.05 Decaf Coffee ($18.35 x 3) $55.05 Water $0

Christmas Cookie decorating Priced above Popsicle snowflake ornament making

Popsicle sticks (1 box of 1000=$11.99) $11.99 CreateArt.com Glue (6 bottles Elmer’s x $3.49) $20.94 Glitter (Crayola glitter glue, 10 packs at $3.69 each) $36.90 Markers (6 packs of Crayola 10 pack regular markers) $29.94 6 packs x $4.99 String (3 packs Casa Collection red velvet ribbon) $11.97 1 pack at $3.99 x 3

Candy Cane Reindeer making Candy Canes (3 Spangler Candy 80 count jars) $71 jar at $24 x 3 Brown pipe cleaners (3 packs Darice Brand) $8.97 1 pack at $2.99 x 3 Google-eyes (3 packs Darice brand) $11.97

Strategy 2 Tactic B Christmas Party CostPromotional Materials

Quarter-sheet flyers on matte paper $59DigiCopy ¼ page ad in Journal Sentinel $4,860Social Media $0

Location AMU Ballroom $06 ft. Christmas Tree (Artificial) $40Ornaments for Tree (125 piece via Vickerman) $39.99Christmas Lights (for tree and decoration)(4 packs of 100 count lights at $8.99 each)

$35.96

Staff Women’s basketball team $0Coat check ($12/hour) $36 Security ($12/hour) $36

Appearances Coach Terri Mitchell $0Father Pilarz $0

Food (Marquette Catering) Decorate your own cookies $590(200 people, $2.95/person) Candy “Bar” $642

Drinks (by the gallon, 1 gallon=16 servings) Hot chocolate ($18.95 x 10) $226.20 Hot apple cider ($19.50 x 6) $117 Regular Coffee ($18.35 x 3) $55.05 Decaf Coffee ($18.35 x 3) $55.05 Water $0

Christmas Cookie decorating Priced above Popsicle snowflake ornament making

Popsicle sticks (1 box of 1000=$11.99) $11.99 CreateArt.com Glue (6 bottles Elmer’s x $3.49) $20.94 Glitter (Crayola glitter glue, 10 packs at $3.69 each) $36.90 Markers (6 packs of Crayola 10 pack regular markers) $29.94 6 packs x $4.99 String (3 packs Casa Collection red velvet ribbon) $11.97 1 pack at $3.99 x 3

Candy Cane Reindeer making Candy Canes (3 Spangler Candy 80 count jars) $71 jar at $24 x 3 Brown pipe cleaners (3 packs Darice Brand) $8.97 1 pack at $2.99 x 3 Google-eyes (3 packs Darice brand) $11.97

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1 pack at $3.99 x 3 Pom-Poms (5 packs Darice Brand at $1.99 each) $9.95 Glue (6 bottles) $20.94 1 bottle at $3.49 x 6

Christmas Karaoke (Marquette equipment) $60List making before meeting Santa

Red/Green paper (1 Crayola 240 pack) $5.99Markers (3 Crayola 10 pack of regular markers) $14.97 $4.99 x 3

Appearance by Santa Costume (MAC Costume Rental) $75 Santa’s Chair $59(Velvet Santa chair via christmasplace.com) Who will play Santa Potentially Father Pilarz

Staff AMU Staff for table/decoration set up $0

Other Santa hats for basketball players (11 hats x $0.99) $10.89 Party City

TOTAL $7,188.67Strategy 2 Tactic C

Radio Disney PSA CostBACKYARD Show 30 min PSA with Coach Mitchell $0TOTAL $0

Strategy 2 Tactic D

Metroparent Magazine Cost

Full page color ad $1500

TOTAL $1500

Strategy 3 Tactic A Appearances at Men’s halftime Cost Contact kids from camps (electronically) $0TOTAL $0

Strategy 3 Tactic B Double-sided Posters CostPosters (1000 split with men’s basketball budget)

19 inches x 37 inches color, gloss $2,165DigiCopy

Distribution (at Marquette Madness) $0TOTAL $2,165Strategy 4 Tactic A Marquette Magazine Cost One page letter to readers from Coach Mitchell and Coach Shymansky

$0

TOTAL $0Strategy 4 Tactic B “Get to know the Players” MU Tribune CostTribune Placement (Once a week) Must have MU Athletics discuss

with Tribune Sports Editor Quarter page placement in the sports section $0 TOTAL $0 Strategy 4 Tactic C

Advertising Group Ticket Sales CostPromotional Materials Design $0

Created and edited by staff member Included in salaryProduction

500 full-page, full-color sheets $195

250 black and white, half-page $35

DigiCopy Distribution

2 interns, 3 hours $0TOTAL $230Objective 3: Strategy 1 Tactic A Twitter Photo Contest CostPrizes (Spirit Shop Gift Card) $300

3 cards x $100 Social Media Monitoring $0

1 intern, 2 hours TOTAL $300

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Strategy 1 Tactic B Mobile Phone Application CostDevelopment

Marquette IT person

TOTAL $0

Strategy 1 Tactic C1 & C2 Blog Interaction Cost MU Athletics Media Intern $0

2 interns, 3 hours per week TOTAL $0Strategy 1 Tactic D

Facebook Advertisements Cost

10 cents per click (5000 clicks) $500

TOTAL $500

Strategy 2 Tactic A Captains on Social Media CostSocial Media Training Included in Salary

20 hours (completed by staff member) TOTAL $0Strategy 2 Tactic B Twitter Contest with Players CostPrizes $597

3 Kindle Fires x $199.00 TOTAL $597

Strategy 2 Tactic CCaptains Updating Team Twitter CostSocial Media Training

20 hours (completed by staff member) Included in SalaryTOTAL $0Strategy 2 Tactic D “Status Donation” CostPrizes

1 Kindle Fire $199.00

TOTAL $199.00

Strategy 1 Tactic B Mobile Phone Application CostDevelopment

Marquette IT person

TOTAL $0

Strategy 1 Tactic C1 & C2 Blog Interaction Cost MU Athletics Media Intern $0

2 interns, 3 hours per week TOTAL $0Strategy 1 Tactic D

Facebook Advertisements Cost

10 cents per click (5000 clicks) $500

TOTAL $500

Strategy 2 Tactic A Captains on Social Media CostSocial Media Training Included in Salary

20 hours (completed by staff member) TOTAL $0Strategy 2 Tactic B Twitter Contest with Players CostPrizes $597

3 Kindle Fires x $199.00 TOTAL $597

Strategy 2 Tactic CCaptains Updating Team Twitter CostSocial Media Training

20 hours (completed by staff member) Included in SalaryTOTAL $0Strategy 2 Tactic D “Status Donation” CostPrizes

1 Kindle Fire $199.00

TOTAL $199.00

Strategy 3 Tactic A Specialized Posters with QR Code CostDesign (Initially designed by Micah) $0

Edits by staff member Included in salaryProduction (100)

100 18 inches x 38 inches, matte paper $1,195DigiCopy

Distribution $03 hours, 3 interns

TOTAL $1,195Strategy 3 Tactic B QR Codes on Already Existing Printed Materials CostDesign

Created by staff member $0Production

To be determined by department throughout season TOTAL -----

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http://www.bls.gov/tus/charts/students.htm.

Back-to-school spending looks solid. (2010, August 4). Retrieved from MarketingCharts.com: http://www.marketingcharts.com/direct/back-to-school-spending-looks-solid-13760/.

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College students addicted to college newspapers. (2008, June 3). Retrieved from Mar-ketingCharts.com: http://www.marketingcharts.com/print/college-students-addicted-to-college-newspapers-4800/.

College students love their brands. (n.d.). Retrieved from MarketingCharts.com: http://www.marketingcharts.com/television/college-students-love-their-brands-2080/anderson-analytics-college-students-favorite-brands-by-product-categoryjpg/.

College students spend 12 hours/day with media, gadgets. (2009, November 30). Re-trieved from MarketingCharts.com: http://www.marketingcharts.com/televi-sion/college-students-spend-12-hoursday-with-media-gadgets-11195/.

Demographic information. (n.d.). Retrieved from http://www.momsteam.com/mom-steamcom-demographics-information.

Enlund, T. (2011, Nov 2). Marquette women’s basketball team is a youthful bunch. Milwaukee Journal Sentinel. Retrieved from http://www.jsonline.com/sports/goldeneagles/marquette-womensbasketball-team-is-ayouthful-bunch-133122653.html.

Fast facts: explore the state of mom. (n.d.). Retrieved from M2Moms website: http://www.m2moms.com/fast_facts.php.

Getting inside Gen Y- Generation Y- statistical data included. (2001). American De-mographics. Retrieved from http://findarticles.com/p/articles/mi_m4021/is_2001_Sept_1/ai_78426787.

Headcount of faculty and staff by primary function and employment status: fall semes-ter census 2006 through 2010. (2011). Retrieved from http://www.marquette.edu/oira/documents/fac_staff_pri_fullpart.pdf.

Promotional Calendar. (2011). Iowa State University. Retrieved from http://www.cy-clones.com/ViewArticle.dbml?DB_OEM_ID=10700&ATCLID=3661378.

James, J.D., & Ross, S. D. (2004). Comparing sport consumer motivations across mul-tiple sports. Sport Marketing Quarterly, 13(1), 17-25.

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Leung, R. (2009, February 11). The echo boomers. Retrieved from http://www.cb-snews.com/stories/2004/10/01/60minutes/main646890.shtml.

Male College Student (n.d.) Getty Images. Retrieved from http://www.gettyimages.com/detail/photo/male-college-student-royalty-free-image/117148156.

Martin, C., Miller, L., Elsisi, R., Bowers, A., & Hall, S. (2011). An analysis of collegiate athletics marketing strategies and evaluation processes. Journal of Intercolle-giate Athletics, 4, 42-54.

Marquette University. (2010) 2010-11 Annual Report. Retrieved from http://www.gomarquette.com/ot/marq-11-year-in-review.html.

Marquette University. (2011). 2011 Marquette Women’s Volleyball Summercamp Information. Retrieved from http://www.gomarquette.com/sports/w-volley/camps.html.

Marquette University. (2011). 2011 Marquette Volleyball Triplesfest Information. Re-trieved from http://www.gomarquette.com/sports/w-volley/triplesfest.html.

Marquette University. (2011). Assessment Statistics. Retrieved from http://www.mar-quette.edu/dsa/assessment/statistics.shtml.

Marquette University. (2011). Marquette Women’s Basketball Promotions. Retrieved from http://www.gomarquette.com/tickets/w-baskbl-promotions.html.

Marquette University. (2011).Volleyball Announces Promotional Schedule. Retrieved from http://www.gomarquette.com/sports/w-volley/spec-rel/090611aab.html.

Marquette University. (2010). Women’s Basketball Announces 2010-11 Promotional Schedule. Retrieved from http://www.gomarquette.com/sports/w-Baskbl/spec-rel/110210aaa.html.

Marquette University. (2011). Women’s Basketball Ticket Central. Retrieved from http://www.gomarquette.com/tickets/w-baskbl-main.html.

Markiewicz, P. (2003, August). Who’s filling Gen-Y’s shoes? Retrieved from http://www.brandchannel.com/features_effect.asp?pf_id=156.

Media Covering Marquette. Retrieved from http://www.gomarquette.com/genrel/070609aag.html.

The Milwaukee market. (n.d.). Journal Interactive. Retrieved from http://www.journ-alinteractive.com/markets/milwaukee/.

NCAA. (2010). 2010 National College Football Attendance. Retrieved from http://www.ncaa.org/wps/wcm/connect/d47a560045aad7aab88ffc9080650d5b/2010_At-tendance.pdf?MOD=AJPERES&CACHEID=d47a560045aad7aab88ffc9080650d5b.

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NCAA. (2011). 2011 National Men’s Basketball Attendance. Retrieved from http://www.ncaa.org/wps/wcm/connect/bdf2030046a3609298bddcc110a6426c/2011_NCAA_mens_basketball_attendance.pdf?MOD=AJPERES&CACHEID=bdf2030046a3609298bddcc110a6426c.

NCAA .(2011). 2011 NCAA Women’s Basketball Attendance. Retrieved from http://www.ncaa.org/wps/wcm/connect/99b7e68046e3d370aa5cfec110a6426c/2011+NCAA+Women’s+Basketball+Attendance.pdf?MOD=AJPERES&CACHEID=99b7e68046e3d370aa5cfec110a6426c.

NCAA (2010). 2010 Women’s Volleyball Attendance. Retrieved from http://fs.ncaa.org/Docs/stats/w_volleyball_RB/2011/vbatt.pdf.

Notre Dame University. (2011). Promotions and Events. Retrieved from http://ndbas-ketball.com/game_day/promos_events.php.

Penn State University. (2011). Upcoming Promotions. Retrieved from http://www.gopsusports.com/promotions/olympicsports.html#WVB.

Poupada, R. (2011, August 9). Meet men’s new role models. AdAgeStat. Retrieved from http://adage.com/article/adagestat/men-s-role-models-askmen-survey-data/229098/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+AdvertisingAge%2FLatestNews+%28Advertising+Age+-+Latest+News%29&utm_content=Twitter.

Simmons Market Research Bureau. (2008). Simmons NCS Adults Spring 2008.

Smiling woman in foreground of family at table. (n.d.) Getty Images. Retrieved from http://www.gettyimages.com/detail/photo/smiling-woman-in-foreground-of-family-at-table-royalty-free-image/109914601.

Strotman, M. (2011, Nov 17). Marquette Women’s Volleyball: Big East Tourney run begins with Seton Hall. The Marquette Tribune. Retrieved from http://Mar-quettetribune.org/2011/11/17/sports/big-east-tourney-run-begins-with-setonhall/.

Team-sport participation falls victim to the economy. (2009, October 6). Retrieved from MarketingCharts.com: http://www.marketingcharts.com/topics/behavioral-marketing/team-sport-participation-falls-victim-to-economy-10627/.

Tribune Staff. (2011, Nov 10). The Golden Eagle. The Marquette Tribune. Retrieved from http://marquettetribune.org/2011/11/10/sports/the-golden-eagle/.

UCONN University. (2011). Promotional Schedule. Retrieved from http://www.uco-nnhuskies.com/sports/w-volley/conn-w-volley-body.html.

Why they buy: a look at today’s moms – their motivation, attitudes and concerns. (2006). Retrieved from Alliance Data website: http://www.alliancedata.com/Documents/ResearchInsights/MomsResearchDoc_final.pdf.

Woelfel, G. (2011, Oct 31). Henney breaking through for Golden Eagles. The Racine Journal Times. Retrieved from http://www.journaltimes.com/sports/college-reporthenney-breaking-through-for-golden-eagles/article_87f7498c-0441-11e1-86f3001cc4c03286.html.

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AppendixA: Survey Results Sample Size:

• Women’s Basketball Survey: 144• Women’s Volleyball Survey: 139

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Appendix

The following is a list of Culver’s locations within 10 miles of Marquette’s campus:

Culver’s of Milwaukee, WI - Layton575 W. Layton AvenueMilwaukee, WI 53207414-489-7777 Culver’s of Milwaukee, WI - W. Fond du Lac Ave.5501 W. Fond du Lac Ave.Milwaukee, WI 53216414-442-9710

Culver’s of Milwaukee, WI - Good Hope7515 West Good Hope RoadMilwaukee, WI 53223414-760-0500

Culver’s of Milwaukee, WI - W. Wisconsin Ave.275 W. Wisconsin Ave. #3100Milwaukee, WI 53203414-289-0310

Culver’s of West Milwaukee, WI1641 Miller ParkwayWest Milwaukee, WI 53214414-645-1011 Culver’s of Shorewood, WI1325 E. Capitol DriveShorewood, WI 53211414-962-4444

B: Culver’s LocationsCulver’s of West Allis, WI1672 S. 108th StreetWest Allis, WI 53214414-453-9750

Culver’s of Brookfield, WI - 124th Street3705 North 124th StBrookfield, WI 53005262-781-6610 Culver’s of New Berlin, WI14855 W. National Ave.New Berlin, WI 53151262-860-0111

Culver’s of Hales Corners, WI6101-A South 108th St.Hales Corners, WI 53130414-427-3553

Culver’s of Brown Deer, WI4327 W. Schroeder DriveBrown Deer, WI 53223414-371-0500

C: Pick n Save LocationsThe following is a list of Pick N’ Save locations within 10 miles of Marquette’s campus.

Brookfield 12735 W. Capitol DrBrookfield, WI 53005262-783-7502

Brookfield South15170 W. Greenfield AveBrookfield, WI 53005262-782-2745

Brookfield-Ruby Isle2205 N. Calhoun RoadBrookfield, WI 53005262-641-4480

Cudahy5851 S. Packard Ave.Cudahy, WI 53110414-744-8883

Franklin-Rawson7201 S. 76th St.Franklin, WI 53132414-427-8100

Glendale-Green Tree6969 N. Pt Washington RdGlendale, WI 53217414-351-0298

Glendale-Silver Spring Dr1735 W. Silver Spring Dr.Glendale, WI 53209414-351-0271

Greenfield4279 S. 76th StreetGreenfield, WI 53220414-541-0061

Hales Corners5800 S. 108th StreetHales Corners, WI 53130414-427-8812

Milwaukee-35th & North2355 N. 35th StreetMilwaukee, WI 53210414-447-8255

Milwaukee-Bay View250 W. Holt AveMilwaukee, WI 53207414-294-2144

Milwaukee-Bluemound E8151 W. Bluemound Rd.Milwaukee, WI 53213414- 771-9039

Milwaukee-Clark Square1818 W. National Ave.Milwaukee, WI 53204414-389-1090

Milwaukee-E. Garfield1100 E. GarfieldMilwaukee, WI 53212414-374-8621

Milwaukee-East Pointe605 East Lyon StreetMilwaukee, WI 53202414-272-6677

Milwaukee-Good Hope7401 W. Good Hope Rd.Milwaukee, WI 53223414-358-0011

Milwaukee-Loomis3701 S. 27th St.Milwaukee, WI 53221414-281-2900

Milwaukee-Midtown5700 West Capitol Dr.Milwaukee, WI 53216414-873-3085

Milwaukee-Silver Spring10202 West Silver Spring Dr.Milwaukee, WI 53225414-438-0689

New Berlin15445 W. National AveNew Berlin, WI 53151262-789-1000

New Berlin-Sunnyslope13995 W. National AveNew Berlin, WI 53151262-827-0038

Oak Creek-Tri City6462 S. 27th St.Oak Creek, WI 53154

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D: Pizza Hut LocationsThe following locations deliver to residences and businesses within 10 miles of Marquette’s Campus.

1840 S 15th StMilwaukee WI 53204414-643-6200

2340 N Farwell AveMilwaukee WI 53211414-278-0007

6728 Greenfield Ave.West Allis WI 53214414-774-3434

3131 S Kinnickinnic AveMilwaukee WI 53207414-769-1776

334 E Capitol DrMilwaukee WI 53212414-963-0800

517 Glenview Ave.Wauwatosa WI 53226414-476-8833

3322 W Loomis RoadGreenfield WI 53221414-282-4540

5704 W. Capitol DrMilwaukee WI 53216414-444-2258

7604 W Burleigh StMilwaukee WI 53222414-444-4161

5051 S 27th StMilwaukee WI 53221414-281-9299

E: Fathead Sample

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F: Powder Out T-Shirt Designs and Rally Towel

MINE!MINE!

MINE!FRONT

BACK

RALLY TOWEL

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G: Promotional Video Storyboard

Basketball drops, chanting “We are Marquette” begins, music starts

Chanting continues, music continues, MU flag waving Chanting becomes much more audible, music volume rises, crowd is cheering at a women’s basketball game

Basketball player speaks as camera pans around class-room, “It’s more than just playing basketball.”

Speaker continues, “It’s the experience” Basketball player dribbles down court.

Camera pans over campus. Speaker continues, “We are Marquette.”

Speaker continues, “We are women’s basketball.” Music ends abruptly. Basketball drops loudly. MU flag waves, air and wind are audible. Camera fades.

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H: Hawaiian Beach Party Promotional Material

I: Beach Party News BriefWomen’s Volleyball Team to Host Labor Day “Beach” Block Party!

The Marquette Women’s Volleyball team wants to say “Aloha” and welcome you back to campus in style! Just because class is back in session doesn’t mean you can’t enjoy a little beach time – so we’re bringing Hawaii to Marquette! Get to know this year’s squad while playing volleyball, enjoying a delicious authentic Hawaiian pig roast, and dancing the hula with friends to some tropical music! The fun kicks off at 1 p.m. and lasts until 4 p.m. in the Central Mall. You won’t want to miss it!

J: Potential Human Interest Stories to be Pitched to the Journal SentinalWomen’s Basketball

• Young Doesn’t Mean Inexperienced: It would be feasible to pitch a story about the youth of the women’s team. The current roster consists of six freshmen, four sophomores and one junior. With the success of last season when making it to the second round in the women’s NCAA tournament, and with current standout players Plouffe, Minix and Simmons this team has real potential to do well this year and even better next year once it has a complete season of playing together under its belt.

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• Thomas’ Triumphant Return: We propose a story be released on Courtney Thomas after she recovers from her knee injury. Returning after missing an entire season due to injury is always a compelling story of triumph. Thomas also comes from a family of very successful athletes. Both of her parents played D1 basketball in college and her brother is currently a collegiate athlete as well. The story could describe the injury she endured and what she has done to recover. Her family’s history of athleticism and the role this has played in her basketball career could be tied together.

• Making Milwaukee Proud: Sarina Simmons is only one of two Wisconsin natives on the women’s basketball team and the only one from the Milwaukee area. She is certainly representing her family, high school (Rufus King) and hometown proud with her success on the court. This feature should look at her life growing up in Milwaukee, her high school years and her life off the court. Being a senior and one of the leader’s of the team, the article should also feature her role on the team, including her many personal accomplishments on the court.

• Mitchell’s Mentality: Terri Mitchell will be in her 17th season as Marquette’s women’s basketball head coach during the time of the execution of this campaign. A story should be pitched about her history with Marquette’s athletics department and how she has continually increased the success of the program. She is an incredibly personable individual. Emphasis should be placed on how she has created a family like atmosphere throughout the program and commitment to community service, as well as her success leading the program.

• A Budding Star: Gabi Minix seems to be a favorite of many of the male fans. As a freshman at the 2010 Marquette Madness event, she won the 3-point shooting contest against all the men and women basketball players. This was Gabi’s first public appearance and she has been shining bright for the school ever since. We purpose the tribune run a story about who she is, to please her many male fans.


• It’s All In the Family: In terms of volleyball pitches, current junior Kelsey Mataii, who has been proving an asset to the team this season comes from two former D1 athletes. As her stats continue to become more and more impressive, it would be feasible to want to understand her family background and her history with the sport. Fans always like to learn about the rising stars and who they are and therefore this is a very logical pitch to make to the Marquette Tribune.

• Taking Talent to a New Height: Freshmen Jayln Smith, 5’2, is a big threat in the back row. Height usually proves as an asset in volleyball however this defensive specialist has not lacked in success. As more stats come out, a story can be pitched about Jayln in order for fellow Marquette fans and students to get to know her history with the sport. Background information, such as her origins and cultural background in Korea can be included in this feature story.

• Soaring Above the Rest: A story about Danielle Carlson and her overall success in the 2011 season is extremely appropriate. Carlson has earned three awards this season as a right side and middle hitter. The honors and recognitions include the 2011 Hawkeye Challenge All-Tournament, the 2011 Bluejay Invitational All-Tournament, and the 2011 Marquette/Milwaukee All-Tournament. Her statistics are impressive and should be recognized and appreciated by Marquette athletics fans.

J: Potential Human Interest Stories to be Pitched to the Journal Sentinal (cont.)

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K: Rivalry Special Coverage Pitch

Dear Mr. Enlund,

The annual match-up between the Marquette and Wisconsin Women’s basketball teams is rapidly approaching. Last year’s game was certainly a nail-biter to the end of the game with Marquette ending up on top, with a score of 54-52. I thought this might present you with an opportunity to write an interesting feature about the rivalry within the Thomas family. Marquette’s Courtney Thomas will face her badger senior guard sister, when the rival teams come face-to-face next week.

If you are interested, I would be more than happy to assist you by pro-viding you with information for a feature on this match-up. There are nu-merous possibilities, including the history of the rivalry, as well as school connections between the two teams.

If you have any questions or material requests, please let me know at (414) 288-7447 or at [email protected]. I will be in touch next week Monday to follow up.

Thanks for your time.

Sincerely,

Amy UfnowskiAssociate Director, Media RelationsMarquette University Athletic Department

L: Marquette Letter from CoachesHello Marquette Family,

A new school year is upon us once again and it won’t be long before the Marquette campus will be filled with students. The trees will soon start changing from green to the oranges, yellows and browns that make campus one of the most beautiful places in the city of Milwaukee during the fall. And most importantly, the Al McGuire Center will be filled with the sound of squeaking athletic shoes, the smell of sweat and the passion of Marquette’s student athletes that I love so much.

Last season was an exciting one for women’s volleyball at MU. We started off the season on the right foot welcoming one of our program’s most exciting recruiting classes to date. The team had a chemistry like I have never seen before and it showed both on and off the court. Our team’s hard work and dedication led us to an overall record of 23-9 and an impressive 12-2 in Big East play, putting us at a #3 seed in the Big East tournament. We did very well in the tournament, advancing all the way to the Semifinals for only the third time in program history.

I am incredibly proud of these ladies for the success they had last year, but I have even bigger ex-pectations for this season. Though we will miss last year’s seniors, Ashley Beyer and Ciara Jones, who were both team leaders, I am ecstatic to be welcoming back the rest of the team, including red-shirted Senior and Big East Championship All-Tournament team honoree, Holly Mertens, 2011 Big East Freshmen of the Year, Chelsea Heier and 2011 All Big East First team honoree, senior, Danielle Carlson.

This is sure to be another exciting season and I want to personally invite all of you to attend and cheer on your Marquette Women’s Volleyball team. Your support is just as important as anything our girls do on the floor. We provide a fun, family friendly atmosphere, so gather your family and friends and come on down to the Al! We would love to meet you, so make sure to stop by the court after the game and say hello!

I look forward to seeing you this season!

We are MARQUETTE!

-Bond ShymanskyHead Coach, MU Women’s Volleyball

*A similar letter could be composed by Coach Mitchell

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M: Get To Know the Player Section in the Marquette Tribune

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N: List of Blogs for Use• milwaukeemoms.com • onmilwaukee.com • sportsgirlsplay.com• directoryofmilwaukee.com• metromilwaukee.org/liveandplay/ • moneysavingmom.com

O: Mobile App Mockup

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P: Player Twitter Updates

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Q: Status Donation Updates

81

R: QR Code Posters

82

S: Ball Girl T-Shirt Design

83

T: Morning Blend Pitch

84

U: Holiday Party Advertisement in Metroparent Magazine V: Youth Flyer

85

W: Facebook Page Ad Mockup

Sample Facebook Ad

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X: Girls Youth Basketball Tournaments

FTG Spring Shootout - April 21, 22, 2012Location: Kenosha, WIDates: 04/21/12 - 04/22/12Ages: 3 - 12 grades both boys and girls teams

Grizz Sports.Kick off to the New YearLocation: Milwaukee, WIDates: 11/05/11 - 11/05/11Ages: 47th-8th grade

Hamilton Basketball Club Girl’s Tip-Off ClassicLocation: Sussex, WI Phone: 262-820-0991 Dates: 11/12/11 - 11/12/11 Ages: 4U-8U (Grades 4-8)Contact: Jim Sumiec

Thankgiving Jam ClassicLocation: Waukesha, WIDates: 11/25/11 - 11/25/11Ages: 10U - 14U (3rd - 8th grade)

FTG Winter ShootoutLocation: Kenosha, WIDates: 11/26/11 - 11/27/11Ages: 4th grade thru high school

Spartan Series of TournamentsLocation: Milwaukee, WIDates: 12/04/11 - 12/04/11Ages: 14U

1ST ANNUAL MACC FUND/PLAYRGROUND WISCONSIN GIRLS STATE GRADE SCHOOL CHAMPIONSHIP Ballin for a CureLocation: PEWAUKEE, WIDates: 12/09/11 - 12/11/11Ages: 5th, 6th, 7th, 8th grade girls school/club teams

Winter Hoops TournamentLocation: Brookfield, WIDates: 12/10/11 - 12/11/11Ages: Girls Grades 4 – 8

Spartan Series of Tournaments 7th GradeLocation: Milwaukee, WIDates: 12/11/11 - 12/11/11Ages: 13U

Muskego Warriors’ ‘Hoops for Hope’ 4th-8th grade girls basketball tournamentLocation: Muskego, WIDates: 12/17/11 - 12/18/11Ages: 4th grade - 8th grade

Grizz Sports Christmas CrossoverLocation: Milwaukee, WIDates: 12/17/11 - 12/17/11Ages: 4th-8th grade

Spartan Series of Tournaments 6th GradeLocation: Milwaukee, WIDates: 12/18/11 - 12/18/11Ages: 12U

7th Annual Concordia Basketball ClassicLocation: Mequon, WIDates: 03/17/12 - 03/18/12Ages: Grades 4, 5, 6, 7, 8,

Warriorrs2GoldenEagles Sports Invita-tionalLocation: Milwaukee, WIDates: 03/17/12 - 03/18/12Ages: 3rd - 8th grade boys & 4th-8th grade girls

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1) How did you find out about tonight’s match/game? (Check all that apply)___I saw posters of the schedule___I was given a flyer___I read the sidewalk stickers that are located around campus___I read about it on Twitter___I read about it on a blog___I received an email about the event___My friends told me about it___I heard about it on TV___The Marquette Tribune ___Other. Please specify: _____________________________________

2) Have you seen the sidewalk stickers promoting the support of the women’s volleyball team around campus?___No___Yes

If yes, where did you see it?___In front of the Rec Center___In front of the Rec Plex___In between Cobeen and Carpenter___By the union___In front of the library

4) How much do you agree with the following statement: I am always aware of when Marquette’s volleyball team is playing at the Al Strongly Disagree Disagree Neutral Agree Strongly Agree

5) Did you know about tonight’s promotion prior to coming to the game?___Yes, I did___No, I did not

6) Would you have attended tonight’s game if there had not been a promotion?___ No, I would not have attended.___Yes, I still would have attended.___I don’t know

7) My main motivation for attending tonight’s game was:___I wanted a free powder blue t-shirt___I am friends with the athletes and wanted to support them___There was a lot of hype for tonight’s game___I love the sport and wanted to come watch___Other. Please specify:_________________________________

Y: Sample Survey and Focus Group Questions for Evaluation

Marquette Athletics PR Playbook

Documents

Transcript of Marquette Athletics PR Playbook