See You at the Game Marketing Research on top incentives to attend UCF athletic games. By: Charissa...
-
Upload
gordon-bishop -
Category
Documents
-
view
212 -
download
0
Transcript of See You at the Game Marketing Research on top incentives to attend UCF athletic games. By: Charissa...
See You at the Game
Marketing Research on top incentives to attend UCF athletic games.
By: Charissa Casad
Tori CribbBrandon Lee
Sandra Luxama
Question
What is the top incentive to increase
attendance at UCF athletic events?
Background
▪ UCF was formerly known at Florida Technological University. FTU’s first basketball team was formed from a recreational league.
▪ Beginning of 1979, UCF President Colbourn announced that UCF will begin the development of a football team; later that year UCF’s first football team was up and running.
▪ Throughout the years, UCF’s athletic department continues to grow to include a multitude of sports.
▪ The Championship Football win has definitely drawn attention, but many UCF sports crave for higher attendance rates.
The Why:
▪ College athletics is an essential piece to a student’s pride in their school.
▪ Strong college athletic programs draw attention; usually equating to more funding for the school.
▪ Many college athletes perform better with a larger, supportive fan base.
▪ The more people in attendance of a game means more money for that team.
Participants: UCF Students & Alumni
–Freshmen: 13–Sophomores:
11–Juniors: 38–Seniors: 32–Alumni: 6
Survey Size: 100 Female: 64Male: 36
Actual Survey
Most Popular Responses
▪ Hanging out with friends
▪ Free fun
▪ Used to play the sport or sport fan
• Not interested in sports
• Don’t know about the athletic event
• School or work conflicts
• Transportation and parking issues
• Lack of school spirit and tradition
To Attend: To Not Attend:
Top Incentives Recommendations
1. Free food & drinks (free bottled water)
2. Free Apparel (shirts, koozies, magnets, cups)
3. Alcohol (allowed inside or cheaper)
4. Meet & Greets (athletes & Knightro)
5. Giveaways, Raffles, & Social Media Challenges
1. Better Parking and Transportation
2. Better Music3. Build More Traditions
Cluster Analysis
1 1.5 2 2.5 3 3.5 4 4.5 53
3.23.43.63.8
44.24.44.64.8
5
Football Basketball Baseball Softball VolleyballLacrosse Soccer Track Rowing
Managerial Implications
▪ Green cluster – high responsiveness
Ex. Rowing, Basketball
▪ Blue cluster - average responsiveness
Ex. Baseball, Lacrosse, Soccer
▪ Red cluster - low responsiveness
Ex. Football, Softball, Volleyball
Conclusion
▪ UCF Athletics should focus more on providing incentives such as Free food, Free Apparel, and Alcohol.
▪ Students would like to attend were Rowing and Basketball games.
▪ Since Football, Softball and Volleyball had low responsiveness UCF Athletics should market towards these sport to gain more student attendees.
▪ UCF Athletics Build more school spirit and also show more awareness of when the sport events are happening.