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Wildcat FootballCom 470Dessa Boyle, Caitlin Crompe, David Gellner, Taylor Vickrey,Jeremy Nguyen, Kacy Schmidt
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Case Description
September-November 5 home games
Students enter free with connection card
Non Students tickets are $12
Beer Garden inside sponsored by Iron Horse Brewery
Tailgating outside of stadium
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Primary Research
200 surveys to random CWU Students (SURC/Off
campus locations)
Upperclassmen more likely to leave during halftime than
lowerclassmen.
Underclassmen didnt attend as many games
Underclassmen also felt crowd participation was lacking
Primary focus is on retention and participation.
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Research-Focus Group
One group was over 21 and the other was under 21
Over 21 group stated that lack of alcohol was primary
reason for leaving during halftime.
Under 21 stated that lack of activities/crowd participationwas reason for leaving later in the game.
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Research Cont.
Meeting with Josh McCartney Athletic DepartmentPromotions Manager
Primary focus is on crowd participation/being more
active
Giveaways most effective means of PR strategies. Biggest obstacle is lack of resources/money
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SWOT - Strengths
Strong attendance
Crowd attends regardless of record
Large diverse community
Beer Garden
Strong alumni community Easy to attend/strong location
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SWOT-Weaknesses
Day/Time can be conflicting with peoples schedules
Lack of school spirit
Weather huge factor in attendance
Many people leaving before game was over
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SWOT-Opportunities
Capitalize on potential and already existing sponsorships
by outside businesses Incentives to stay entire game
Offer tailgating for all ages
Increase crowd participation and team spirit
Promoting good crowd sportsmanship
Social media
Strategic giveaways towards end of game
Cat Pack club and attendance
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Threats
Other CWU events
Weather Indifference
Lack of interest
Scheduling conflicts
Lack of sponsorship
Lack of school spirit
Fan participation
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Calendar-Spring
Spring Quarter (April-June)
(April) Jump start social media
accounts(twitter/Facebook/foursquare) (May) Strengthen social media accounts
(May)Launch Cat Pack Club
(June)Evaluate social media popularity
(June) Strategic plan set in place of when and where weplan to advertise new events as well as prepare all
materials to be ready to be distributed in early fall 2012.
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Calendar-Summer
Summer June-August
(June) Promote throughout the summer for the upcoming
season by adding a countdown to social media accounts, usehash tags on twitter to be used to trend and easily follow.
(July) Continue to prepare advertising materials, finalize what
will be used and how it can be used most effectively.
(August) Have advertisements up in residence halls
encouraging incoming students at orientation to participate in
new activities such as the march to Tomlinson Stadium, half
time games, etc.
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Calendar-Fall
September-Prepare for launch of ad campaign throughout campus,
such as campus ads, SURC table tents
Sunday before first home game: Begin airing Meet the Teamvideos online on YouTube, one per week of each home game.
First home game day: Pregame pep rally to show off and inform
about all the new events and promotions being held before and
during each home game.
Week following first home game: Start Wellingtons Facebookphoto contest
Countdown tweets for each game; social media campaign
continues to gain momentum.
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Publics
CWU Students-
Underclassman (freshman-sophomores)
Upperclassmen (junior-seniors)
Ellensburg community- accounts for 50% of attendance
Sponsors of CWU Football
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Budget
3500 for 2012 season
Observer Newspaper Half Page Quarter Page
Price $500 $250
Occurrence Run Once Run three times
Total $1,250
The Pulse Online Magazine 3x3 Advertisements
Price $150
Occurrence Run once
Total: $150
T-Shirts CWU Football T-Shirt
Price $8/shirt
Amount 250 shirts
Total $2000
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Evaluation Strategies
Objective 1: Increase upperclassmen (junior, senior) full
attendance throughout the entire game by 10%
Post campaign survey of upperclassmen, giving themquestions about their attendance last year versus the current
season
Team with Wildcat Tickets to see if ticket sales increase in
this particular class grouping
Put together post campaign focus group to discuss in detail
the same topics we discussed in the pre evaluation focus
group.
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Evaluation Strategies
Objective 2: Increase Underclassmen Attendance by 5%from last seasons attendance
Post campaign survey of underclassman
Have a post season meeting with the athletic department to
see how they viewed the season in terms of success and
attendance rates
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Evaluation Strategies
Objective 3: Increase fan participation during games
Meet with Athletic Department to discuss how they view
the success of new ways to increase fan participation
Count fan participation and involvement in sponsored
events, games, and contests
Number of fans taking part in pregame rallies such as theSpirit Walk to Tomlinson Stadium
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THANK YOU!
We thank you for your time and have a good spring
break!!
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