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Ohio State Men’s Basketball Attendance. Where are all these fans ???. OSU Men’s Basketball. Promotions and Advertising Ian Maute Sing Kwok Travis Rockey Kerry Cern Melanie Stambolis. Lack of Student Attendance. Total number of student tickets available is 4,000 tickets.

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Presentation Transcript
ohio state men s basketball attendance

Ohio State Men’s BasketballAttendance

Where are all these fans ???

osu men s basketball
OSU Men’s Basketball

Promotions and Advertising

Ian Maute

Sing Kwok

Travis Rockey

Kerry Cern

Melanie Stambolis

lack of student attendance
Lack of Student Attendance
  • Total number of student tickets available is 4,000 tickets.
  • Only 1,100 students have purchased season tickets this season
  • On average only 850 students attend the games.
    • This number varies depending on the opponent, what day it is, and the time of game.
swot analysis
Strengths

Large Fan Base (Students)

New/Modern Arena

Established Basketball Program

Proximity to Campus

Past Success

Weaknesses

Corporate Dominated Seating

Not Fan Friendly

Current Team Struggles

Lack of Entertainment Near Arena

SWOT Analysis
swot analysis1
Opportunities

Large Fan Base (Students)

Potential Team Improvement

Collaboration with Local Bars and Restaurants

Threats

Other Forms of Entertainment

Other School Activities

Work

Academic Priorities

Low Student Income

SWOT Analysis
basketball attendance
Basketball Attendance
  • 80 people surveyed
  • Of the 80, only 6 have attended games this season

Of the 34 who have ever attended a game:

    • 65% - Atmosphere
    • 23% - School Spirit
    • 8% - Location
    • 4% - Free giveaways
additional survey results
On average attended game with how many other students:

1 to 2 others 56%

3 to 4 others 36%

5+ 8%

Ways to get students more interested

Lower the price of tickets *

More advertisements *

Convenience (location and time)

Better team

Additional Survey Results
major focus
Major Focus
  • Major results of the survey and what we are going to focus on to increase students ticket sales:
    • People going to games prefer to go in groups.
    • Creating a better atmosphere.
    • Students also stressed the lack of awareness of events and promotions.
    • Lower ticket prices.
what we plan to do
What we plan to do…
  • Various Campaigns
  • AND most importantly…Make the games fun!!!
columbus blue jackets
Columbus Blue Jackets
  • Finished in last place in their division last year, and are near the bottom this year

But…..

  • Rated #1 fan experience of any professional sports team in the country by ESPN The Magazine
  • Average 17,252 fans per game
  • Arena is full of activities for fans to participate in
  • Arena District also offers great entertainment for fans

Photographs

promotions assessment
Promotions Assessment
  • 26 people surveyed
  • 66% agree:
    • promotions will influence their attitude and decision in going to a basketball game.
    • large promotions such as Sweepstakes will be a definite motivator.
  • Types of Promotions:
    • 65% - Bookstore Coupons
    • 54% - Group Rates
    • 38% - Food Coupons
    • 15% - Free T-shirts
atmosphere
Atmosphere
  • To enhance experience, we assess preference of half-time entertainment.
  • Types of Entertainment:
      • 34% - Raffle Drawing
      • 31% - Musical Entertainment
      • 23% - Free Throw Competition
      • 12% - T- Shirts giveaway
our strategy
Our Strategy
  • Strategies to entice more students to attend games through promotions.

- Large Sweepstakes:

1. Free textbooks for a quarter

2. Free vacation

our strategy1
Our Strategy
  • Retention

- half-time special events :

1. Raffle Drawing

2. Musical entertainment

3. grand winner drawing at last

game of season

our strategy2
Our Strategy
  • Collaboration

- w/ local stores & businesses:

1. local bars – drink specials promotion

2. restaurants – discounts w/

fan card

our strategy3
Our Strategy
  • Awareness

- Advertisement:

1. Nuthouse Program

2. Demand for ads

our strategy4
Our Strategy
  • Group Rates

- pricing mechanisms:

1. Discounts

- ex. Buy 3 get 1 50% off

2. Friends Night

- free food w/ group ticket

purchase

implementation
IMPLEMENTATION:
  • Advertising Channels:
    • Lantern
      • Over 30,000 copies printed & distributed over campus daily.
      • Maximize exposure within target market (students).
      • Advertise regularly to increase familiarity of brand.
    • Mailings or postcards
      • Selling the big dream of winning spring break trip.
      • Exotic or fun scenes of possible winning destinations.
    • Emails
      • Massive sending to students currently going to the game.
    • Online Newsletter
      • Update fans on team news and latest promotions.
    • Word of Mouth
      • Effective and efficient.
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