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A proposal detailing recommendations for conceptualizing and implementing an online community to help alumni remain highly
identified fans of Southeast State University
LORAS COLLEGE GOLDAndrew Wampler | Cole Claussen | Marykate Halm | Sean Bourke
THE FROG CLUB BLOG FROG CLUB
Southeast State
CASE SYNOPSIS
“The need for new major donors to come out of the younger generations is quickly
approaching. It is time for college and university development offices to think seriously about their young alumni and start cultivating them into the future of
these institutions.”
- J.T. McDearmon & K. ShirleyInternational Journal of Education Advancement, 2009
FROG CLUBSoutheast State
FAN IDENTIFICATION + SOCIAL MEDIA
FROG CLUBSoutheast State
• Individuals following college sports• Social media’s impact
• 24% in 2008 73% in 2015 • Importance of young alumni
• Heaviest social media users• 25-34 year olds account for 35.3M accounts in US
• Future donation campaigns
THE FROG CLUB
NEWS & UPDATES
Terms of Service | Policies | Important Information | FAQs | Contact Us | Site Map
WE WANT YOUR INPUT!
What does it take to build a legacy? Success, drive, passion, talent, and of course, dedicated fans like you! 2015-2016 will be an exciting time for Frog athletics and we want to make sure you are a part of the conversation. Please answer this survey question to help us better align our vision with you, our most dedicated Frog fans! And check back soon for more opportunities to respond over the weeks to come.
WHICH OF THE FOLLOWING PLATFORMS DO YOU USE THE MOST TO FOLLOW FROG ATHLETICS?
FacebookTwitterInstagramFrog Club Blog
VOTE
FOOTBALL LOOKS TO REPEAT UNDEFEATED SEASON IN 2015
OUR MISSION MEMBERSHIP TICKET PACKAGES FROG CLUB BLOG WAYS TO GIVE
FROG CLUBSoutheast State
My Frog Club Login
sesfrogclub.com
SEARCH SITE Not a Member? Join Now!
OUR MISSION MEMBERSHIP TICKET PACKAGES FROG CLUB BLOG WAYS TO GIVE
FROG CLUBSoutheast State
My Frog Club Login
JOINHome Membership JOIN
More
With loyal support from Frog fans, the Frog Club is dedicated to enhancing Southeast State and its athletic programs. Southeast State has a proud athletic tradition, highlighted by the Frog Club fan base, our talented athletes, and the dedicated coaching staffs of 16 men’s and women’s varsity sports. The Frog Club’s goal is to provide Southeast State supporters with the most unique coverage in college athletics. We want our fans to be an integral part of Frog Athletics through the use of benefits such as user-generated content and professionally written articles as well as up to the minute coverage of our 16 varsity sports.
Reasons to Join
Reasons to join the Frog Club
Join Now
Find out about different ways to join the Frog Club today!
Levels and Benefits
Joining the Frog Club has many benefits for the individual Frog fan, but also for many student-athletes and programs...
© 2015 Southeast State Frog Club. All Rights Reserved.
Terms of Service | Policies | Important Information | FAQs | Contact Us | Site Map
sesfrogclub.com
SEARCH SITE Not a Member? Join Now!
OBJECTIVES & EVALUATION
OBJECTIVES
FROG CLUBSoutheast State
• Within one year:• Increase awareness to 50,000 alumni• 17,500 visit the Frog Club website• 5,000+ sign up for the Frog Club
EVALUATION
FROG CLUBSoutheast State
• Analytics• Social media accounts• Blog participation
• Correlation between donations and growth• Percentage of donors in Frog Club
STRUCTURE & FEATURES
WELCOME TO THE FROG CLUB BLOG HOME OF ALL THINGS SOUTHEAST STATE ATHLETICS
FROG CLUBSoutheast State
My SportsFootballBasketballMen’s SoccerSoftballedit
Menu
Fan PostsFan PicsStoriesSports PagesFeatured AlumniGame ThreadsCoaches’ CornerTicketsMerchandise
My Frog ClubAccountEdit ProfileMy PostsMy Frog Points
Twitter Feed
TOP STORIES
TOP FAN POSTS
1.
2.
3.
4.
RECENT FAN POSTS
TRENDING NOW
FOOTBALL LOOKS TO REPEAT UNDEFEATED SEASON IN 2015
FROG CLUBSoutheast State
FROG CLUBSoutheast State
FROG CLUBSoutheast State
FROG CLUBSoutheast State
FROG CLUBSoutheast State
See what’s next from @SESFrogClub
Facebook Feed
1.
2.
3.
4.
10 reasons college football is the king of all sports
15 things I miss about living on campus
Why you should join Greek Life
First month of college vs. last month of college
Why seniors shouldn’t be so eager to leave SES
Important tips for freshmen
How to avoid the freshman 15
Best dorm room recipes
SEARCH SITE
sesfrogclub.com
BLOG HOME
FROG CLUBSoutheast State
FROG CLUBSoutheast State
FROG CLUBSoutheast State
FROG CLUBSoutheast State
See what’s next from Frog Club
FROG CLUBSoutheast State
Check out this fanpost trending now on the Frog Club Blog called “10 reasons college football is the king of all sports” by @KingTaylor39 #FrogClub
We sat down with Coach Daly to talk about the upcoming fooball seaon. Check it out at the link below: https://www.youtube.com/watch?v=V_ozofiGJo
Ever wonder if the Southeast State Twitter accounts you follow are the real deal? Check out the link below to see out official social media list: https://www.sesfrogs.com/socialmedialist/2015.aspx
Don’t forget: sign up before the football home opener (9/5) to get your name entered into an exclusive homecoming raffle #FrogClub
Check out this week’s trending Fan Posts on the Frog Club Blog below at:
Check out this fanpost trending now on the Frog Club Blog called “10 reasons college football is the king of all sports” by @KingTaylor39 #FrogClub
We sat down with Coach Daly to talk about the upcoming fooball seaon. Check it out at the link below: https://www.youtube.com/watch?v=V_ozofiGJo
Ever wonder if the Southeast State Twitter accounts you follow are the real deal? Check out the link below to see out official social media list: https://www.sesfrogs.com/socialmedialist/2015.aspx
Don’t forget: sign up before the football home opener (9/5) to get your name entered into an exclusive homecoming raffle #FrogClub
Check out this week’s trending Fan Posts on the Frog Club Blog below at:
FINAL
Frogs 24 Badgers 21
Camp Randall StadiumMadison, Wisconsin
9/19 1:00pm
Frogs Illini
Nelson StadiumDothan, Alabama
9/26 2:00pm
Frogs Hawkeyes
Kinnick Stadiumiowa City, Iowa
FINAL
Frogs 24 Badgers 21
Camp Randall StadiumMadison, Wisconsin
9/19 1:00pm
Frogs Illini
Nelson StadiumDothan, Alabama
9/26 2:00pm
Frogs Hawkeyes
Kinnick Stadiumiowa City, Iowa
FINAL
Frogs 24 Badgers 21
Camp Randall StadiumMadison, Wisconsin
9/19 1:00pm
Frogs Illini
Nelson StadiumDothan, Alabama
9/26 2:00pm
Frogs Hawkeyes
Kinnick Stadiumiowa City, Iowa
FINAL
Frogs 24 Badgers 21
Camp Randall StadiumMadison, Wisconsin
9/19 1:00pm
Frogs Illini
Nelson StadiumDothan, Alabama
9/26 2:00pm
Frogs Hawkeyes
Kinnick Stadiumiowa City, Iowa
FAN POSTS RECENT LAST WEEK LAST MONTH ARCHIVES
FROG CLUBSoutheast State
SEARCH POSTS
My SportsFootballBasketballMen’s SoccerSoftballedit
MenuBlog Home
Fan PicsStoriesSports PagesFeatured AlumniGame ThreadsCoaches’ CornerTicketsMerchandise
My Frog ClubAccountEdit ProfileMy PostsMy Frog Points
POSTS
1. 10 reasons college football is the king of all sports 30 minutes ago by KillinMeSmallz
posted 3 days ago by KingTaylor39
2. 15 things I miss about living on campus 54 minutes ago by KingTaylor39
posted 2 days ago by Frogs4Life
3. Why you should join Greek Life 32 minutes ago by Quinn_SES_89
posted 6 days ago by BenSuchomski
4. First month of college vs. last month of college 90 minutes ago by FrogGirl87
posted 4 days ago by Kula_286
5. What kind of college football fan are you? 48 minutes ago by ChellChell
posted 1 day ago by Sweener-23
6. 12 best things about being a SES fan 70 minutes ago by sWILLy31
posted 3 days ago by FrogGirl87
7. 22 moments every collge football fan experiences 12 minutes ago by ChellChell
posted 1 day ago by sWILLy31
8. If SES professors were replaced by pop stars 53 minutes ago by Frogs4Life
posted 2 days ago by ChellChell
9. 21 Lessons you learn in college 20 minutes ago by BenSuchomski
posted 5 hours ago by Quinn_SES_89
83
COMMENTS LAST REPLY
+ NEW FAN POSTTRENDING NOW TOP POSTS THIS WEEK
61
57
68
32
44
25
33
15
TRENDING
FAN POSTS
SEARCH SITE
sesfrogclub.com
HOME SOUTHEASTERN EAST DIVISION | RANK: 1st | RECORD: 2-0 (0-0)
FOOTBALL
FROG CLUBSoutheast State
My Sports
BasketballMen’s SoccerSoftballedit
MenuBlog HomeFan PostsFan PicsStoriesSports PagesFeatured AlumniGame ThreadsCoaches’ CornerTicketsMerchandise
My Frog ClubAccountEdit ProfileMy PostsMy Frog Points
1.
2.
3.
4.
5.
6.
22 moments every college football fan experiences
What kind of college football fan are you?
12 best things about being a SES fan
10 reasons college football is the king of all sports
Coolest football traditions at Southeast State
Coach Daly shook my hand guys. I’m never washing it again.
NEWS SCHEDULE ROSTER STATS TICKETS THREADS
LATEST NEWS
RECENT FAN POSTS RECENT FAN PICS
by Jeff_Crandall
by Sweener-23
by KillingMeSmallz
by Quinn_SES_89
by FrogGirl87
by ChellChell
by KingTaylor39
by sWILLy31
by Garrett2
Frogs dominate Kent State in 35-17 victory for home opener
by SES Athletic Communications
Southeast State tops Wisconsin 24-21 in road thriller
by SES Athletic Communications
September 5, 2015 FINAL
SoutheastFROGS
KENT STATE(0-1)
SOUTHEAST STATE(1-0)
@
17 - 35
September 12, 2015 FINAL
SoutheastFROGS
WISCONSIN(1-1)
SOUTHEAST STATE(2-0)
@
21 - 24
FOOTBALL
SEARCH FOOTBALL SEARCH SITE
sesfrogclub.com
SOCIAL MEDIA
Frog ClubFROG CLUB
Southeast State
FROG CLUBSoutheast State
Southeast Frog ClubNon-Profit Organization
The Frog Club is home of all things Southeast State Athletics from fan-generated content to professionally written articles about Frog Athletics.
http://www.SESFrogClub.com/
FROG CLUBSoutheast State
Southeast Frog Club
2,106 likes
PEOPLE
Invite your friends to like this Page
ABOUT
APPS
PHOTOS
Suggest Edits
Win Homecoming Tickets
Timeline About Likes Win Tickets More
Like MessageFollow
SES Frog Club Home
FROG CLUBSoutheast State
Southeast Frog Club
Ever wonder if the Southeast State Twitter accounts you follow are the real deal? Click the link below to see our official social media list:
https://www.sesfrogs.com/socialmedialist/2015.aspx
August 20 at 9:37am •
Like • Comment • Share • 32 7 35
FROG CLUBSoutheast State
Southeast Frog Club
We sat down with Coach Daly to talk about the upcoming football season. Check it out at the link below:
https://www.youtube.com/watch?v=V_ozofiGPJo
August 26 at 3:15pm •
Like • Comment • Share • 79 37 54
FROG CLUBSoutheast State
Southeast Frog Club
Check out this fanpost trending now on the Frog Club Blog called “10 reasons college football is the king of all sports” by Taylor Heinricks
https://www.sesfrogclub.com/blog/trendingnow/10_reasons.rpcs
September 1 at 11:03am •
Like • Comment • Share • 55 9 28
Southeast Frog Club@SESFrogClub
The Frog Club is home of all things Southeast State Ath-letics from fan-generated content to professionally written articles about Frog Athletics.
Southeast StateSESFrogClub.com
Joined January 2013
Tweet to Southeast Frog
FROG CLUBSoutheast State
Southeast Frog Club retweeted
Southeast Frog Club retweeted
FROG CLUBSoutheast State
FROG CLUBSoutheast State
Southeast Frog Club @SESFrogClub • Sept 1
Southeast Frog Club @SESFrogClub • Aug 27
37 Photos and videos
TWEETS FOLLOWING FOLLOWERS FAVORITES
346 76 1,978 34
Tweets Tweets & replies Photos & videos Who to follow Refresh View all
SES Athletics @SESAthleticsFollowed by Marykate Halm ...
SES Alumni Office @SESAlumniFollowed by Andrew Wampler ...
Trends Change
Just signed up for the Frog Club! Excited to see this new club develop and to use the Frog Club Blog! #FrogClub #SoutheastState
Don’t forget: sign up before the football home opener (9/5) to get your name entered into an exclusive homecoming raffle #FrogClub
Can’t wait to be back in Dothan for the football home opener next week! #GoFrogs #FrogClub
Shane Williams @sWILLy31 • Sept 5
Dillon Olson @DillonOlson • Sept 1
12 32
21 34
14 37
10 53
FROG CLUBSoutheast State
Southeast Frog Club @SESFrogClub • Sept 5Check out this fanpost called “10 reasons college football is the king of all sports”: https://www.sesfrogclub.com/blog/trendingnow/10_reasons.rpcs
ESPN @ESPN
ALUMNI EVENTS
FROG CLUBSoutheast State
• 11 primary U.S. markets• One event per month
• Promotion through blog & social media• Self-promotion• Support website• Further improve fan identification
• Mimic game day experience
LOGISTICS
DAY-TO-DAY
FROG CLUBSoutheast State
• Joint effort between alumni office and athletic department
• Site Manager employed by alumni office• Site Manager’s duties
• Content control• Content creation
• Dashboard manager (Hootsuite)
• Events
START-UP & MAINTENANCE COSTS
FROG CLUBSoutheast State
• Hire from within or hire new graduate• $35,000 salary (O*Net)
• No cost for dashboard manager• Events
• $10-20 per attendee (50-100 guests)• $500-$2,000 per event• Travel expenses
REVENUE
FROG CLUBSoutheast State
Membership Dues 4,000 young alumni paying $10 ..................
1,000 older alumni paying $20 .....................
Student Fees 24,000 students paying $5 ..............................
Projected First Year Revenue $180,000
$40,000
$20,000
$120,000
SWOT ANALYSIS
SWOT ANALYSIS
FROG CLUBSoutheast State
STRENGTHS• Merging social media & events
• Combined resources of alumni office and athletic department
WEAKNESSES• Lack of funds available
• Student fee
SWOT ANALYSIS
FROG CLUBSoutheast State
OPPORTUNITIES• Marketing to current students
• Future donations of young alumni
THREATS• Poor athletic performance
• Improper use of blog / lack of use by members
• Shared login information
CONCLUSION
“The need for new major donors to come out of the younger generations is quickly
approaching. It is time for college and university development offices to think seriously about their young alumni and start cultivating them into the future of
these institutions.”
- J.T. McDearmon & K. Shirley International Journal of Education Advancement, 2009
FROG CLUBSoutheast State
REFERENCESAdweek. Number social network users in the United States as of January 2015, by age (in millions). In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/statistics/243582/us-social-media user-age-groups/
ComScore. Unique multi-platform visitors to selected social networks in the United States as of February 2014 (in millions). In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/stati tics/294439/us-multi-plaform-social-network-visitors/
Duggan, M., Ellison, N., Lampe, C., Lenhart, A., & Madden, M. (2015, January 9). Social Media Update 2014. R trieved March 26, 2015, from http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Edison Research. Percentage of U.S. population with a social network profile from 2008 to 2015. In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/statistics/273476/percen age-of-us-population-with-a-social-network-profile/
Harris Interactive. Do you follow college sports?. In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/statistics/197865/us-adults-following-college-sports/
McDearmon, J.T. (2013). Hail to Thee, Our Alma Mater: Alumni Role Identity and the Relationship to Institutional Support Behaviors. Research In Higher Education, 54(3), 283-302. doi:10.1007/s11162-012-9271-6
McDearmon, J.T., & Shirley, K. (2009). Characteristics and institutional factors related to young alumni donors and non-donors, International Journal of Education Advancement
Salary + Benefits. (n.d.). Retrieved from Department of Labor website: http://www.careeronestop.org/SalariesBen fits/Salary_Report.aspx?soccode=131131&mode=Annual&stfips=01#content
THANK YOU
QUESTIONS?
FROG CLUBSoutheast State
STUDENT FEE
FROG CLUBSoutheast State
“The president and I agreed that given the fact that we had been able to grow our annual giving and grow our ticket sales that it was appropriate that we go ahead and phase out that
(component of the subsidy) support. Obviously we’re grateful to our fans and our donors who make self-sufficiency possible. But the key thing is living within your means and making smart deci-
sions both on the revenue side and the expense side.”
- John Currie, Athletic Director at Kansas State USA Today, 2013
OBJECTIVES
FROG CLUBSoutheast State
• Achieved using DAGMAR principle• Task: Create awareness, trial, repeat
• Awareness: 90,000 50,000 (55%) • Trial: 50,000 17,500 (35%)• Sign up: 17,500 5,000 (28%)
EVENTS
FROG CLUBSoutheast State
• 11 major cities due to calendar set-up• 12 cities every year following
• Chris Gary, Director Athletics Development at Auburn• Two hour area, major metroplitan ares
SHARED LOG-INS
FROG CLUBSoutheast State
• Prevent concurrent log-in plugin
• Prevents users from being logged into the same account from multiple locations
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