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THE RUTGERS BUSINESS SCHOOL APPRENTICESCARLET RAIDERS
Larry HillMusa Ellison
Chinedu Onyema Wadnes Castelly
Tochi Ukaigwe
4 December 2015
OBJECTIVE
Increase attendance and generate greater awareness of theWomen’s Basketball Program and Brand in the community
Audit Process
• Contacted professionals for expert advice – Nathan Schwake - Athle9c Director Associate Marke9ng & Promo9ons for the
University of Kentucky – Brock Turnipseed - Assistant Media Rela9ons Director for Mississippi State – James Kiekhaefer - Assistant Director, Marke9ng Department for Iowa
Gathered intel from coaches and front office
Conducted survey of the Rutgers community
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OUR SURVEY
Are you aware of the Rutgers Women’s Basketball team?•
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21 Questions
81 Responses
69% Female
31% Male38%
62%
Compe7tor Analysis • University of Kentucky
– Ranked # 7 in the na9on with 6,379 average aQendance – 55% higher than average B1G ins9tu9ons – 5th highest single game aQendance in women’s history (23,706)
• Mississippi State University
– 201% aQendance growth since 2012-2013 season
– 4th in the na9on for aQendance increase from 2013-2014 season (61%)
• University of Iowa
– 18-0 Home Court Record
– Top 15 in the na9on, 4th in B1G
– Ranked #7 in aQendance increase from 2013-2014 (20%)
Compe7tor Analysis
Kentucky Promo7on
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“Pack the House” Campaign #WeAreUK Big Blue Madness Novelty Promo9ons
Mississippi State Promo7on
• Superior community engagement to build loyal fanbase – – – – –
Bulldog Club Courtside Fana9cs Club Mississippi State M-Club Alumni Associa9on Bully’s Kids Club Hail State Rewards
RECOMMENDATIONS
1.2.
Partnership with Office of Housing#PackTheRAC– Money Seat
Hit The Books
Partnership With All Stars Project
My Scarlet Knight
& Residence Life
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Internal Market Segments
MARKETING CAMPAIGN
#WeROne
#WeROne Campaign initiative aimed at eliminating the stigma surrounding women’s sport by aligning the Rutgers Men’s and Women’s Basketball Program in order to build solidarity
PARTNERSHIP WITH HOUSING & RESIDENCE LIFE
• Collaborate with the housing staff of each building on every campus in order to promote residents to aQend marquee games.
Each dormitory RA will be required to bring they’re floor residents to two games per season or promote them.
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#PackTheRACMarketing tactic to rally fan base for marquee games
External Market Segments
Hit The BooksChallenge to K-12 students to entice them to successfully complete a designated amount of books forthe opportunity to attend a basketball game.
Partnership With All Stars Project
● The All Stars Project’s mission is to transform the lives of youth and poor communitiesusing the developmental power of performance, in partnership with caring adults.
● Provide an interactive college experience to inner city youths from the greater Newark areathrough Rutgers’s basketball program
My Scarlet Knight• Show support to the Robert Woods Johnson community through quarterly visits and
engagement with faculty to build bonds that will transcend athletics
Provide moral support to Robert Woods Johnson Children Hospital by uplifting the spirits of patients
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Marketing Budget Analysis● $500 for 2 Buses Per Game ($2,000) (All-Stars)
● $375 for Decibel Counter (BK Precision CAL73 Sound Level Calibrator
● $1.73 for 500 Rally Towels Per Game ($1,730)
● Total: $4,105; $895 Excess
Metrics/Key Performance Indicators (KPI’s)Crowd Decibel Volume Growth – Easily compare the crowd engagement for each game
Social Media Interactions – The effectiveness of our social media campaigns at generating impressions(#PackTheRAC/#WeROne); Increased amount of hashtag usage, followers, and likes. Will be monitored weekly.Goal Completion Rate – Number of people that complete the tasks outlined in our marketing goals. In ourcase, the primary marketing goal would be to fill the Rutgers Athletic Center’s student section on behalf of our “#PackTheRAC” campaign.
CONCLUSIONS
1.2.
Partnership with Office#PackTheRAC– Money Seat
Hit The Books
of Housing & Residence Life
3.4.
5.Partnership With All Stars Project
My Scarlet Knight
Resources• 1. Rutgers Women’s Basketball Website http://www.scarletknights.com/sports/w-baskbl/rutu-w-baskbl-
body.html2. NCAA Website
http://fs.ncaa.org/Docs/stats/w_basketball_RB/reports/Attend/15att.pdf3.Kennesaw State Women’s Basketball Presentation https://prezi.com/7zcgax-xuyuh/ksu-womens- basketball/4. NCAA Website (Women’s Basketball Attendance Statistic Charts) http://fs.ncaa.org/Docs/stats/w_basketball_RB/reports/Attend/14att.pdf5.SB Nation Rutgers Basketball Attendance Articlehttp://www.onthebanks.com/2015/7/8/8909971/rutgers- basketball-attendance-was-good-but-good-is-a-relative-term6. NCAA White Paper Report
http://www.ncaa.org/sites/default/files/NCAAWBBWHITEPAPER_0.pdf7. Marquette University Best Practices in Marketing Women's College Basketball Article http://epublications.marquette.edu/cgi/viewcontent.cgi?article=1072&context=cps_professional8. SB Nation Rutgers Big Ten 2014-2015 Sports Standings http://www.landgrantholyland.com/2015/4/19/8413467/rutgers-big-ten-conference-realignment-2014-20159. USA Today Top Division 1 Schools for Women’s Basketball http://college.usatoday.com/2015/03/17/top-10-division-i-schools-for-womens-basketball/
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QUESTIONS
#WeROne
APPENDIX Men’s Basketball Program
Women’s Basketball Program
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