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