Elon UniversityBrandie Pifer, Brad Holloman, Chris Stearns, Jason

Williams, Megan Farrell, & Scott Wajda

Introduction

Background research to our proposals

Group philosophy“Partner the NCAA with new organizations

with large populations that have similar demographics to the target market of collegiate women’s basketball. Our strategies are meant to target an active youth and adult population.”

Youth Proposal

Purpose- Increase ticket sales for the 2008 Division I NCAA Women’s Basketball Tournament among youth and their families

Two distinct groups were selected and proposals were developed: The Girl Scouts of North CarolinaThe UNC- TV Kids Club

Girl Scouts Purpose- To create a partnership between

Girl Scouts of North Carolina and NCAA Division I Basketball Tournament

Market AnalysisGirl Scouts ages 8-14 (Brownie, Junior and

Cadette) of North Carolina, as well as family, friends and troop leaders

Approximately 29,000 Girl Scouts in North Carolina (Ages 8-14) 

Challenge- Encourage Girl Scouts to attend tournament, helping ticket sales and creating a larger fan base for the future

Girl Scouts Scope of Work

Identify promotional opportunities ○ Possible “Girl Scouts of North Carolina” Day on

March 30th

○ Pre-game talk between women leaders of NCAA and Girl Scouts

○ “The Face of Women’s Sports” badge activitiesInformation for Girl Scout Councils promoting

tournament festivities○ Pre- game activities○ Recognition

Girl Scouts Benefits

Increase ticket salesCommunity recognition and positive PRGirl Scouts can earn badges

CostsLimited promotional costsPossible sponsorshipTroop fundingElon Student volunteers

UNC-TV Kids Club

Purpose- Increase ticket sales through a partnership between the NCAA, the ACC and the UNC-TV Kids Club

Market AnalysisApproximately 3,000 kids in 2,100

households

Challenge- Persuade UNC-TV to partner in this endeavor and successfully reach their Kids Club members

UNC-TV Kids Club Scope of Work

Identify promotional opportunities and special events

Advertise in Kids Club print mail, UNC-TV website and e-mail through mailing list

Details and responsibilities for activities and promotions must be finalized and assigned. ○ Appearances by UNC-TV characters○ UNC- TV Fit Together Initiative○ Meet college student-athletes and coaches○ Membership drive for UNC-TV Kids Club

UNC-TV Kids Club

BenefitsIncreased ticket sales in a large marketDevelop potential life-long fans The UNC-TV Kids Club will be able to

access a new population

CostsCost-efficient advertisingMinimal operational costs

Travel Agency Expo Purpose- Increase ticket sales by creating a Travel

Agency Expo prior to the NCAA Division I Women’s Basketball Tournament on April 1st

Target Market○ Travel agencies and their clients○ North Carolina Recreation and Park

Association (NCRPA) members○ North Carolina Alliance for Athletics, Health,

Physical Education, Recreation and Dance (NCAAHPERD) members

Challenge- Increase ticket sales to an adult market with an interest in recreation and travelDetermine location to hold expo

Travel Agency Expo

Scope of WorkObtain 5-10 travel agencies for expo

○ Develop a plan with travel agencies for intended promotions or giveaways

Develop advertising and promotion for NCRPA and NCAAHPERD members

Travel Agency Expo Benefits

Similar target marketCreate a new, unique fan base for the futureIntroduce new sports fans to the

travel/tourism market.   Costs

Timing, logistical and promotional areasTravel agencies will experience low costs,

pertaining to staffing the event, table fees and small promotional costs 

Conclusion

Three unique strategies to reach the targeted markets that will increase ticket sales to the NCAA Women’s Regional Tournament in Greensboro, NC

We hope to partner the NCAA with new organizations that will expose the excitement of women’s basketball to develop an increased fan base