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Unit 5 Project Overview

Unit 5 Project Overview. SEM II. Unit 5 Project Part 1.

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Unit 5 Project Overview

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  1. Unit 5 Project Overview SEM II

  2. Unit 5 Project Part 1 • You are a senior in college taking your Senior Seminar Class for Sports Marketing. The school’s Athletic Director has come to your class hoping to find ways to increase attendance at all athletic events. The student with the best proposal will have the inside track on being hired next year full-time. • The best way to get answers is to ask questions. You are to interview all your classmates and ask the following questions: • Do you attend school athletic events? • If so, why? • What is your favorite event to attend? • How often do you attend? • What keeps you from attending as much as you would like? • If not, why? • What could the school offer to get you attend? • Summary of Results: • Slide 1: Introduction, purpose of questionnaire • Slide 2: Break down the information (i.e. # of yes, # of no, percentage that prefer football, basketball, etc.) by using pie charts • Complete in PowerPoint and submit to Edmodo by the end of class.

  3. Unit 5 Project Part 2 • As a Senior Seminar Student you are competing for an opportunity to become employed full-time in your university’s athletic department after graduation. • Continuing with the survey you conducted of your classmates, take the information from the survey and answer the following: • Slide 3: Consumer Motivation (use percentages) • Classify responders as spectator consumers or participant consumers. • Classify responders as influenced by intrinsic, extrinsic or occasional factors. • Is your target market informed or uninformed about the events? • Slide 4: Attendance Resolutions • Propose 3 solutions to the attendance issues based on the research conducted through the questionnaire • Continued along with Unit 5 Project Part 1. Complete and submit to Edmodo by the end of class.

  4. Unit 5 Project Part 3 • As a Senior Seminar Student you are competing for an opportunity to become employed full-time in your university’s athletic department after graduation. • To fully understand the needs of your students, you must understand the target markets of each sport • Slide 5: 2 Male Sports • Pick any 2 male sports at your school and list in detail the demographics, geographics, psychographics, and behavioral aspects of each of those 2 sports. • Next, what “image” do those 2 sports have? • How can you better appeal to that target market of each sport? • How can you better appeal to someone not of the target market of those 2 sports to get them to attend that sport event? • Slide 6: 2 Female Sports • Pick any 2 female sports at your school and list in detail the demographics, geographics, psychographics, and behavioral aspects of each of those 2 sports. • Next, what “image” do those 2 sports have? • How can you better appeal to that target market of each sport? • How can you better appeal to someone not of that target market of those 2 sports to get them to attend that sport event? • Continue along with Unit 5 Project Part 2. Complete and submit to Edmodo by the end of class.

  5. Unit 5 Project Part 4 • As a Senior Seminar Student you are competing for an opportunity to become employed full-time in your university’s athletic department after graduation. • Now that you fully understand the target markets of your respective school’s sports, its now time to create strategies to encourage attendance: • Slide 7: Push Strategy • You are to create a strategy that will “push” the school administration into promotions that will entice greater attendance at sporting events. • You are to pick a sport at your school and based on the research done, device a promotional strategy that the administration can use get more students/fans to games. • Along with the strategy state the following: • What is the objective of the strategy? • Who are the Influencers in the Audience? • Who are the Decision-Makers in the Audience? • Who are the Followers in the Audience? • Who are the Purchasers in the Audience? • Slide 8: Pull Strategy • You are to create a strategy that the students will use to “pull” the administration into their needs and wants for attending sporting events. • You are to pick a sport at your school and based on research done, device a set of demands students could make to the administration that would get them coming to more sporting events. • Along with the strategy state the following: • What is the objective of the strategy? • Who are the Influencers in the Audience? • Who are the Decision-Makers in the Audience? • Who are the Followers in the Audience? • Who are the Purchasers in the Audience? • Continue along with Unit 5 Project Part 3. Complete and submit to Edmodo by the end of class.

  6. Unit 5 Project Part 5 • As a Senior Seminar Student you are competing for an opportunity to become employed full-time in your university’s athletic department after graduation. • To successfully implement your new promotional strategies you must have a budget and a media strategy: • Slide 9: Budget Allocations • Your school has 8 varsity sports: Men – Football, Basketball, Baseball, and Soccer. Women – Volleyball, Basketball, Softball, and Soccer. • Each year $10,000 is set aside to pay for school sports promotions with the following break down: Football 25%, Men’s BB 15%, Baseball 11%, Men’s Soccer 12%, Volleyball 12%, Women’s BB 10%, Softball 7%, Women’s Soccer 8%. • First, calculate your sports allocation. Next, using that allocation you are to create a budget for promotions of that sport. You are to include things such as labor costs, material costs (paper, etc), media costs, etc. • Slide 10: Media Strategies • You are to create 4 different media strategies to help promote attendance at your school’s sporting events. • You may choose from any of the medias we have learn in SEM I or II (i.e. TV, Radio, Online, Websites, Email, Direct Mail, etc) • Describe each media and how it will be specifically used to promote the school sporting events. • Continue along with Unit 5 Project Part 4. Complete and submit to Edmodo by the end of class.

  7. Unit 5 Project Part 6 • As a Senior Seminar Student you are competing for an opportunity to become employed full-time in your university’s athletic department after graduation. • You are to describe your research methodology to the Athletic Director: • Slide 11-12: Research Process • 1) Define your Focus – what do you hope to have answered? • 2) What type of Research did you perform? Why? (i.e. Exploratory, Descriptive, or Causal) • 3) How did you get each type of data? (Primary, Secondary, and Feedback) • 4) What Sample Size did you use? (how large is your question group?) • Continue along with Unit 5 Project Part 5. Complete and submit to Edmodo by the end of class.

  8. Unit 5 Project Part 7 • As a Senior Seminar Student you are competing for an opportunity to become employed full-time in your university’s athletic department after graduation. • You are to design a quality questionnaire the athletic department can use to collect data about sporting events: • Slide 13: Questionnaire • State which methods of administration you will use (i.e. Mail, Telephone, Email, Websites, etc) • Create a link to your Word Document containing your questionnaire • Must be 20 Questions • Must have a Heading • Must have at least 4 Sub Categories (i.e. Financial, Availability of Tickets, Knowledge of Events, Event Environment, etc) • Continue along with Unit 5 Project Part 6. Complete and submit to Edmodo by the end of class.

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