cwu football.pptx-3 (1)

7/31/2019 CWU Football.pptx-3 (1)

1/18

Wildcat FootballCom 470Dessa Boyle, Caitlin Crompe, David Gellner, Taylor Vickrey,Jeremy Nguyen, Kacy Schmidt


2/18

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


3/18

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.


4/18

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.


5/18

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


6/18

SWOT - Strengths

Strong attendance

Crowd attends regardless of record

Large diverse community

Beer Garden

Strong alumni community Easy to attend/strong location


7/18

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


8/18

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


9/18

Threats

Other CWU events

Weather Indifference

Lack of interest

Scheduling conflicts

Lack of sponsorship

Lack of school spirit

Fan participation


10/18

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.


11/18

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.


12/18

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.


13/18

Publics

CWU Students-

Underclassman (freshman-sophomores)

Upperclassmen (junior-seniors)

Ellensburg community- accounts for 50% of attendance

Sponsors of CWU Football


14/18

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


15/18

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.


16/18


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


17/18


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


18/18

THANK YOU!

We thank you for your time and have a good spring

break!!

cwu football.pptx-3 (1)

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