MGOPRO COMBINE: QUICK HITS•  Student event•  Modeled after NFL Combine•  Includes skills challenges•  Involves all Kinesio...
EVENT SYNOPSIS•  Who?•  What?•  Where?•  When?•  Why?
TARGET MARKET•  Health-conscious students•  Sports fans – specifically NFL•  Male and female                              ...
KINESIOLOGY INVOLVEMENT•  Sport Management    • Event planning, Wonderlic testing•  Movement Science   • Physical tests, e...
MGOPRO COMBINE EVENTS•  Physical testing•  Skills challenges•  Wonderlic testing•  Personal workout consultations
PHYSICAL TESTING•  Conducted by Move Sci Students•  Tests:    • 40-yard dash    • Bench press    • Vertical jump    • Broa...
PARTICIPATION DATA#   Question        Will Not      Unlikely to   Undecided   Likely to     Will          Mean            ...
SKILLS CHALLENGES•  Conducted by Physical Education students•  Events:   • Quarterback competition   • Field goal kicking ...
OBSTACLECOURSEEXAMPLES
PARTICIPATION DATA#   Question            Will Not      Unlikely to   Undecided   Likely to     Will          Mean        ...
WHEN?•  September 2013   • Highest student involvement   • Students are in best shape   • Prior to IM football season
WHERE?•  Glick Fieldhouse,   ideally•  Oosterbaan, if   necessary•  School of   Kinesiology   relationship with   Athletic...
WHY DO THIS?•  Fun, creative, interactive way for Kinesiology to build   its brand•  Emphasizes physical fitness•  Test yo...
NFL COMBINE POPULARITYNFL Combine Sets Viewership Record•  “Seven hours of coverage of the 2012 NFL Combineearned 450,000 ...
CHARITABLE COMPONENT•  $15 participation fee    • Participants receive shirt•  $5 entrance fee, for non-   participants•  ...
SURVEY DATA•    Survey Location•    Types of Questions•    Demographics•    Hypotheses
SURVEY LOCATIONS•  CCRB•  IMSB•  Intramural Games    • Mitchell Field    • Elbel Field
TYPES OF QUESTIONS•    Past Involvement•    Current Involvement•    Knowledge of NFL Combine•    Personal Feelings
DEMOGRAPHICS•  Gender    • 71 Males    • 31 Females•  Year
DEMOGRAPHICS•  School/College
HYPOTHESES•  Participants would be more inclined to   participate based on personal rather than   social benefits•  Partic...
HYPOTHESIS 1Participants would be more inclined to participate based on            personal rather than social benefits
HYPOTHESIS 2Participants would be more inclined to participate for “fun”                rather than “competition”
CLASS CONCEPTS: HIERARCHY OF NEEDS                                          Charitable                                 Com...
CLASS CONCEPTS: IDENTITY                                                                                                  ...
MARKETING PLAN•  Targeting students    •  Active•  Appeal to Gen Y    •  Online    •  Social Media    •  Quick Information...
WEBSITE•  Central place to get information    • What    • When    • Where•  Registration•  Links to Mott and Kinesiology w...
SOCIAL MEDIA•  Facebook•  Twitter    • Live tweet during event    • #MGoPro•  Basic event information•  Registration infor...
TWITTER
PROMOTIONAL VIDEO•  Show at Michigan sporting   events    • Basketball    • Hockey    • Football•  MGoBlue.com
FLYERING•  Around Campus      § CCRB      § IM Building      § NCRB      § South Campus
ANY Q U E S T I O N S ?
SM 435: MGoPro Combine
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SM 435: MGoPro Combine

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University of Michigan Sport Management: Sport and the Consumer

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SM 435: MGoPro Combine

  1. 1. MGOPRO COMBINE: QUICK HITS•  Student event•  Modeled after NFL Combine•  Includes skills challenges•  Involves all Kinesiology departments•  Charitable component
  2. 2. EVENT SYNOPSIS•  Who?•  What?•  Where?•  When?•  Why?
  3. 3. TARGET MARKET•  Health-conscious students•  Sports fans – specifically NFL•  Male and female 21%•  IM Sports participants No Yes 79%
  4. 4. KINESIOLOGY INVOLVEMENT•  Sport Management • Event planning, Wonderlic testing•  Movement Science • Physical tests, exercise consultations•  Athletic training • Participant care•  Physical Education • Exercise consultations, skills challenges
  5. 5. MGOPRO COMBINE EVENTS•  Physical testing•  Skills challenges•  Wonderlic testing•  Personal workout consultations
  6. 6. PHYSICAL TESTING•  Conducted by Move Sci Students•  Tests: • 40-yard dash • Bench press • Vertical jump • Broad jump • 20-yard shuttle • 60-yard shuttle
  7. 7. PARTICIPATION DATA# Question Will Not Unlikely to Undecided Likely to Will Mean Participate Participate Participate Participate1 40-yd Dash 7 9 6 35 43 3.982 Bench Press 19 13 35 22 12 2.953 Vertical Jump 7 7 10 30 47 4.024 Broad Jump 6 10 13 48 24 3.735 20-yd Shuttle 8 10 21 43 19 3.546 3 cone drill 7 15 30 34 15 3.357 60-yd Shuttle 8 12 25 39 16 3.43
  8. 8. SKILLS CHALLENGES•  Conducted by Physical Education students•  Events: • Quarterback competition • Field goal kicking • Wide receiver “hands challenge” • Obstacle course
  9. 9. OBSTACLECOURSEEXAMPLES
  10. 10. PARTICIPATION DATA# Question Will Not Unlikely to Undecided Likely to Will Mean Participate Participate Participate Participate1 Quarterback 10 17 12 50 12 3.37 Competition2 Kicking 9 14 24 41 13 3.35 Competition3 Wide Receiver 9 12 18 38 24 3.55 "Hands" Challenge4 Obstacle Course 6 7 4 44 40 4.04
  11. 11. WHEN?•  September 2013 • Highest student involvement • Students are in best shape • Prior to IM football season
  12. 12. WHERE?•  Glick Fieldhouse, ideally•  Oosterbaan, if necessary•  School of Kinesiology relationship with Athletic Department and IM Sports
  13. 13. WHY DO THIS?•  Fun, creative, interactive way for Kinesiology to build its brand•  Emphasizes physical fitness•  Test yourself•  NFL Combine popularity
  14. 14. NFL COMBINE POPULARITYNFL Combine Sets Viewership Record•  “Seven hours of coverage of the 2012 NFL Combineearned 450,000 viewers on NFL Network Sunday afternoon, up 11% from last year (406k), up 62% from 2010 (277k), and the most-viewed NFL Combine telecast ever.”•  “For the second consecutive year, more than 6.5 million viewers tuned in to NFL Network’s exclusive coverage of the 2012 NFL Scouting Combine.”•  “The audience on the NFL’s digital media properties including NFL.com, NFL Mobile, and other mobile outlets jumped 37% for full Combine coverage with unique users from Sunday’s workout coverage spiking 39%.”Via Fangs Bites – http://fangsbites.com/2012/03/nfl-scouting-combine-gets-another-big-viewing-audience/
  15. 15. CHARITABLE COMPONENT•  $15 participation fee • Participants receive shirt•  $5 entrance fee, for non- participants•  Proceeds go to Mott Children Hospital
  16. 16. SURVEY DATA•  Survey Location•  Types of Questions•  Demographics•  Hypotheses
  17. 17. SURVEY LOCATIONS•  CCRB•  IMSB•  Intramural Games • Mitchell Field • Elbel Field
  18. 18. TYPES OF QUESTIONS•  Past Involvement•  Current Involvement•  Knowledge of NFL Combine•  Personal Feelings
  19. 19. DEMOGRAPHICS•  Gender • 71 Males • 31 Females•  Year
  20. 20. DEMOGRAPHICS•  School/College
  21. 21. HYPOTHESES•  Participants would be more inclined to participate based on personal rather than social benefits•  Participants would be more inclined to participate for “fun” rather than “competition”
  22. 22. HYPOTHESIS 1Participants would be more inclined to participate based on personal rather than social benefits
  23. 23. HYPOTHESIS 2Participants would be more inclined to participate for “fun” rather than “competition”
  24. 24. CLASS CONCEPTS: HIERARCHY OF NEEDS Charitable Competition/Results Social Aspect Health & Fitness
  25. 25. CLASS CONCEPTS: IDENTITY Identity Compare Myself Test Myself Personal Social Sounds Like Fun Social Benefits Physical PsychologicalPersonal Benefits 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
  26. 26. MARKETING PLAN•  Targeting students •  Active•  Appeal to Gen Y •  Online •  Social Media •  Quick Information•  Highlight certain events •  Obstacle course •  40-yard dash •  Vertical Jump
  27. 27. WEBSITE•  Central place to get information • What • When • Where•  Registration•  Links to Mott and Kinesiology websites
  28. 28. SOCIAL MEDIA•  Facebook•  Twitter • Live tweet during event • #MGoPro•  Basic event information•  Registration information
  29. 29. TWITTER
  30. 30. PROMOTIONAL VIDEO•  Show at Michigan sporting events • Basketball • Hockey • Football•  MGoBlue.com
  31. 31. FLYERING•  Around Campus § CCRB § IM Building § NCRB § South Campus
  32. 32. ANY Q U E S T I O N S ?
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