Market Research for Athletics

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  • Bud light Fancam: http://www.gigapixelfancam.com/fancams/football/ravens/20111124/
  • Blakeway :other gigapixelsexamples:http://www.wvusports.com/gigapixel/index.htmlhttp://125.nd.edu/panohttp://gigapixel.panoramas.com/panthers/http://gigapixel.panoramas.com/bengals/http://www.calbears.com/ot/gigapixel.htmlhttp://gigapixel.panoramas.com/texastech/http://gigapixel.panoramas.com/usc/http://gigapixel.panoramas.com/gamecocks/FanCam: We sell the turnkey solution to sponsors. Sometimes our sponsors are our direct clients (this is possible if they are also a relevant sponsor of the event or stadium so that they have personal connections with the rights holders), but most of the times our clients are the rights holders who then approach sponsors to pay for the solution. So in your case, Michigan University could be our client  and they would then approach Puma to sponsor (and pay for) the FANCAM. Any brand can sponsor, as long as we have the rights to get our photographer centre field a few minutes before the game (or concert) starts. 
  • Blakeway: All that ll.
  • Web link:
  • Web link:
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  • In our research, we found several examples of visual advertisements on Athletics Facebook pages. Here are some examples. We say car dealers, sports gear brands, Ice cream shops, even local window producers.
  • It simply doesn’t work.
  • We still want to suggest that such “adds” should be on the page, but wrapped in a different way. Adds that will add value to the page should be limited to: Drafts for tickets, Increasing fan base incentives, Product placement into (discreetly)…
  • Strategy for display adds on fb page is increasing fan base by encouraging interaction and engagement of the fans by posting non-adds. Incentivize fans by giving them opportunity to win tickets or attend special events or win coupons for local storesAll of these produce free marketing. Still we need to be conscious about being too aggressive with add placement not to produce negative effect among fans
  • Actions: Actions that happen on Facebook, which current include Page Likes and App Installs.Reach: Number of times an impression was served to a user for the first time in a day.Clicks: Number of clicks received.Social Impressions: Impressions with social context, i.e. with the names of one or more of the user’s friends attached to the ad who have already liked the page or installed the app.https://business.twitter.com/en/advertise/start/
  • ADDPsychological Share Motivation1. Emotions2. Identity and Self Expression3. Information
  • Add screen shots for how many views
  • Web link: https://www.facebook.com/photo.php?fbid=437460762962223&set=a.114212685287034.7297.113657452009224&type=1&theater
  • Market Research for Athletics

    1. 1. UCONN ATHLETICS PROJECT - SOCIAL MEDIA RESEARCH & RECOMMENDATIONS CLIENT: PHIL DWIRE | DIRECTOR OF DIGITAL MEDIA UNIVERSITY OF CONNECTICUT | DIVISION OF ATHLETICS UCONN STUDENT AGENCY INSTRUCTORS: TIM HUNTER BRIAN BRADY PRESENTERS: DANILO KOMLJENOVIC RUBY LU ZEYUAN WANG SHERRY CHEN
    2. 2. AGENDA • Methodology • Qualitative Research & Findings • Quantitative Research & Findings • 360 Degree Gigapixel Photo • Raffle Ticket • Digital Booklet • Advertising Presence on Facebook • Online Video • Other Findings
    3. 3. OBJECTIVES Increase UConn Huskies Revenues: Increase # of Fans on Social Media Increase # of Sponsors on Social Media Engage with Sponsors Generate Revenue from Social Media • Attract more fans by posting videos, creating special events… • Engage with current fans • Create more activities that can contribute a mutually beneficial relationship
    4. 4. Object: Understand UConn Husky fan opinions toward different social media features Methodology: Questionnaire survey with 50 UConn students METHODOLOGY Secondary Research Qualitative Research Quantitative Research Object: Observe the social media plan and sponsorship strategy of prominent college Athletics teams Methodology: Phone/Email interview with 6 famous college Athletics Departments Object: Observe best practices for Athletics social media platform including technology usage and sponsorship strategy Methodology: Find successful social media features from 20 Athletics teams and analyze the feasibility for UConn Huskies
    5. 5. Qualitative Research
    6. 6. SCHOOL LIST School Interview Title Kentucky Wildcats Guy Ramsey Assistant Director of New Media Michigan Wolverines David Ablauf Associate Athletics Director Penn State Nittany Lions Tony Mancuso Digital Communications Coordinator Cincinnati Bearcats Jaime Juenger Director of Marketing & Strategic Communications Texas Longhorn Donna Goehring Seago Senior Web Manager Syracuse Orange Jennifer Falco Marketing Coordinator
    7. 7. FINDINGS Social Media Strategy • Keep fans posted • “Keep the post flexible” – Texas Longhorns • “We post or update content about 3 times per day in- season and once a day out of season” – Michigan • “Twitter is numerous times an hour. Facebook is 5-10 a day” – Syracuse • Keep fans engaged • “Over the weekend, a photo of the team with the trophy got 5,000+ likes on Facebook” – Syracuse • “Photo sharing, breaking news and initiatives are most attractive for our fans” – Kentucky
    8. 8. FINDINGS Sponsorships • Related to the Team, the Game or the School • “The promotion, ” Date with a great”, appeals to thousands of fans” – Texas Longhorns • “Great auction to sell items from sports players” – Penn State • Bad Sponsor Engagements • “Just posting their information without any type of interaction to it or incentives was causing fans to unlike our page” – Cincinnati • “Fans complained about the event/promotion irrelevant!” – Penn State
    9. 9. Quantitative Research
    10. 10. SURVEY METHODOLOGY • Survey conducted at UConn from Nov. 6th to Nov. 14th • Total of 50 respondents o36 of them are UConn Husky Fans o11 of them selected “Maybe” o3 of them are not Fans (respondents who chose “not fans” could not finish this 6 32 11 1 1 5 1 17 2 1 1 2 5 0 5 10 15 20 25 30 35 Men's Baseball Men's Basketball Men's Football Men's Golf Men's Ice Hockey Men's Soccer Men's Track & Field Women's Basketball Women's Field Hockey Women's Ice Hockey Women's Lacrosse Women's Soccer Women's Volleyball Which sport(s) do they follow?
    11. 11. • Which UConn Husky’s social media do they follow?
    12. 12. Fancam
    13. 13. HUSKY FANS OPINIONS • From the survey, 89% of Husky fans willing to tag themselves on the Panorama picture and share it on their social media platform!! • The reasons they answer “NO” are:  Uncomfortable to tag myself on social media sites –Two people  I like to have more privacy  Don‟t use social media much  Afraid of uploading photos on social mediaYes, 89% No, 11%
    14. 14. NATIONAL SPONSORS Beverages:  Glaceau Vitaminwater  Coca Cola-Zero Alcohol:  Bud Light (Have age restriction) Food:  McDonald‟s Electronics:  VIZIO  True Value Solar (Australia)  Kinect-KBOX360  Samsung  Nikon (UK) Internet, Wireless, Telecom:  Rogers Wireless (Canada)  Ticket master (Canada)  AT&T Airlines:  Emirates Airline (Australia) Apparel:  Puma (UK) Insurance:  AAMI (Australia)
    15. 15. LOCAL & REGIONAL SPONSORS Convenience Stores :  Kangaroo Express Healthcare:  Fichte Endl & Elmer
    16. 16. GOOD SPONSORSHIP EXAMPLE Event: Melbourne Derby (Australia) Sponsor: AAMI- An Australia Insurance Company Web: Fancam Website Types: Event called „Find Rhonda’. Fans had chances to win $1,000 AAMI Visa Debit Cards by finding “Rhonda” from the Fancam photo. If a fan finds her, he or she clicks her photo, and enters personal information Benefits: Help insurance company capture customer data
    17. 17. COMPETITORS Company Location Pros & cons Example Both USA and Canada • Tag function not mature • High quality • Partner with CNN, MLB, and BBC • Flash Player-work well with other equipment Seattle Sounders & Colorado MLB MN, USA • Similar with Fancam, but not mature in sponsorships • Low-Cost appealing • Local Service Notre Dame(with sponsor) West Virginia Prague • Will do business in USA but need travel budget for a photographer Wembley Stadium Other Examples Texas, USA • Not really mature • Quality is low • Price opportunity Texans vs Ravens 360 VR Texas, USA • High quality • Customize Times Square *Click the button will lead to the example websites
    18. 18. COMPETITOR COST COMPARISON Company Range of Costs Notes Fancam $7,000-20,000 • Depend on the features. Please see handout. 360cities $10,000 • Plus the costs for 1 photographer and travels for 2-3 days Blakeway $0 UConn Panorama Sample • Need UConn to send out product announcements email to fans • UConn ends up generating money of panorama sales as well GigaPan $ 890 Camera $1200 Annual fee for social media functions (tagging) $500 per image for embedding in Website • With camera, UConn can take as many Panoramic pictures as it wants
    19. 19. Raffle Tickets
    20. 20. It is a great opportunity 74% It doesn't matter for me 22% Other 4% HUSKY FANS OPINIONS How do you feel if there was a chance for winning free game tickets by making purchases in a specific store? 0% -I don‟t like this kind of promotion on Husky social media sites Others: 1. Only for men‟s basketball would I consider to make a purchase 2. The advertising features and merchandise would be important
    21. 21. 0 5 8 27 6 1 6 13 22 4 1 2 3 4 5 How likely wold you really make purchase for specific product, such as a slice of pizza or a cup of coffee, if you could win a free game ticket? How likely would you use the coupon posted on Husky Social media pages? HUSKY FANS OPINIONS • Fans will attend FREE game tickets promotion more compare with the coupon promotion Very LikelyVery Unlikely
    22. 22. HUSKY FANS OPINIONS Suggested Sponsors from Fans: Business # Dunkin Donuts 5 Starbucks 4 Big Y 2 Footlocker 2 Student Union Food 2 Olympia Sports 1 Garden Catering 1 Dick‟s Sporting Goods 1 Business # CVS 1 Frozen Yogurt 1 Panera Bread 1 7-11 1 Barnes & Noble 1 McDonalds 1 Co-Op 1 Stop & Shop 1 Business # ShopRite 1 Husky Greek Shop 1 Wally‟s Chicken Coop 1 Pizza 1 Outlets 1 Local Bar 1 Wings Over-Storrs 1
    23. 23. 1. Husky gives seasonal (or VIP) tickets to the sponsor 2. Sponsor donate money to Husky 3. Husky posts Free ticket information and the sponsor‟s link on social media twice a week 4. Fans go purchase at sponsor store will receive raffle tickets 5. Sponsor will select winners for the free tickets 6. Husky will post winner info on social media WIN-WIN APPROACH UConn Benefit: Increase Revenue Sponsor Benefit: Increase Exposure Sponsor Benefit: Increase Revenue Fan Benefit: Free Ticket
    24. 24. COSTS & RISKS Costs: (LOW) • Opportunity Costs of Free Tickets • Materials: Raffle Ticket, Box (If handled by UConn ) Risks: (LOW) • Fans might annoyed about the commercial information on Husky‟s social media (Source: Primary Research)  From or survey to 47 Fans, none of them dislike this kind of promotion on Husky social media site!
    25. 25. SIMILAR EXAMPLE-1 • North Carolina Tar Heels gave free tickets to fans who purchased at Subway • Web link: Subway Sponsor • Results: 640 likes, 94 shares, and 48 comments (100% positive comments)
    26. 26. SIMILAR EXAMPLE -2 • Oklahoma State Cowboys gave free tickets to fans who purchased at local Coffee Shop • Web link: Coffeshop Sponsor • Results: the link was posted on sponsor‟s Facebook and received only 12 likes, just one positive comment
    27. 27. Digital Booklet
    28. 28. EXAMPLE
    29. 29. EXAMPLE University of Kentucky Example *Click link will lead to the example website
    30. 30. 0 2 14 19 11 1 2 3 4 5 Very Ineffective Very Effective HUSKY FANS OPINIONS • From our survey, 65.2% of fans thought the digital game booklet is effective and very effective in engage with Husky on Social media
    31. 31. PRODUCTION PROCESS Sell Ad space through agency Maintain and update Booklet Post Link on social media platform in a regular basis Design PDF Booklet Obtain URL
    32. 32. 1. Create new channel to promote UConn Husky sports 2. Introduce players and staff to audiences 3. Generate awareness for advertisers/sponsors 4. Provide measurable online marketing tool 5. Low operation cost 6. Sustainable revenue 7. Environmentally friendly BENEFITS TO STAKEHOLDERS
    33. 33. COSTS • Booklet Design:  External ad agency, freelancer, outsource- $80.00/hour  Internal design, fans‟ contribution- $ 0 =Goodwill/Gift • Cost Analysis: Annual Basic Cost for Digital Booklet Booklet design URL/WWW Maintain and update Booklet Total Cost $3,200 $180 $5,040 $8,420 $0 $0 $5,040 $5,040 *Note: Free lancer Designer hourly rate is $80,assuming the booklet would require 40 hrs. work, an URL will cost 14.99/mo. on 10 year purchase. On campus student rate is 8.40/hour, maintenance will require 20 hours/week, 30 weeks/yr.
    34. 34. DIGITAL BOOKLET General Booklet for all teams (e.g.15pages) V.S. Special Booklet for each team(e.g. 6pages) Key Factors: 1. Fan reaction 2. Sales pattern 3. Operation risks 4. Off season posts • More Ad Space • More Content Long version • More info related to games • More games more posts Short version
    35. 35. OPERATION STRATEGY • Short Term (1-2 years):  Post booklet bi-monthly during academic semester, and once a month during summer and winter break, 18 times a year  Team up with UConn Newspaper and magazine for content  Low-cost/free trial to attract business for a long term agreement  Train internal online marketing and digital media production team • Long Term (2+ years):  Wholesale ad space to external ad agency, OR  UConn Athletics sell ads directly to its customers  Adjust price to meet market needs
    36. 36. PRICING STRATEGY Half Full Annual Agency Discount 200 400 Total 20% 30% 13p 4 2 28800 23040 20160 3 3 32400 25920 22680 15p 5 2 32400 25920 22680 4 3 36000 28800 25200 17p 4 4 43200 34560 30240 5 3 39600 31680 27720 Half Full Annual Agency Discount 250 500 Total 20% 30% 13p 4 2 36000 28800 25200 3 3 40500 32400 28350 15p 5 2 40500 32400 28350 4 3 45000 36000 31500 17p 4 4 54000 43200 37800 5 3 49500 39600 34650 Sensitivity Analysis *Calculation based on 18 posts a year Half Full Annual Agency Discount 100 200 Total 20% 30% 13p 4 2 14400 11520 10080 3 3 16200 12960 11340 15p 5 2 16200 12960 11340 4 3 18000 14400 12600 17p 4 4 21600 17280 15120 5 3 19800 15840 13860 Half Full Annual Agency Discount 150 300 Total 20% 30% 13p 4 2 21600 17280 15120 3 3 24300 19440 17010 15p 5 2 24300 19440 17010 4 3 27000 21600 18900 17p 4 4 32400 25920 22680 5 3 29700 23760 20790
    37. 37. Advertising Presence on Facebook
    38. 38. HUSKY FANS OPINIONS • From our survey, 65.2 % of fans thought post coupon information on Husky social media page is effective and very effective in engaging with Husky fans on social media Very Ineffective Very Effective 2 6 8 21 9 1 2 3 4 5 Coupon information sent from Husky's sponsors
    39. 39. HUSKY FANS OPINIONS It is great! 76% It doesn't matter for me 24% • How do fans feel if UConn Huskies Facebook page posts a coupon with discount price in a sponsor store? 0% -I don‟t like this kind of promotion on Husky social media • How likely will fans really use the coupon posted on UConn Husky social media site? Very Likely Very Unlikely 1 6 13 22 4 1 2 3 4 5 How likely would you use the coupon?
    40. 40. INEFFECTIVE ADVERTISING EXAMPLE
    41. 41. • Many negative comments • Instead of adding value it can turn off fans from the page REASONS
    42. 42. GOOD ADVERTISING EXAMPLE
    43. 43. • Social responsibility • Ticket sweepstakes • Product placement • Special events raffle • Coupons for local stores REASONS
    44. 44. Online Video
    45. 45. 1 6 9 8 16 20 23 25 29 Other Game Live Photo Player Photo Fan Experience Photo Updated News about Players Game Information Behind Scene Video Game Highlights Video Interesting Video • From our survey, the first top three features which fans want to see on Husky social media page are all Videos HUSKY FANS OPINIONS *One person chose “other” mentioned - ”Interviews”
    46. 46. GOOD EXAMPLE One Texas Longhorn video on YouTube, Facebook and Twitter
    47. 47. COST FOR ONLINE MARKETING CAMPAIGN Platform Basis Range of Fee Cost Per View/Click From high-end ($.3) to low-end ($.1) Cost Per Thousand and Cost Per Click Page Like Action: $.5 Reach: $.02 Clicks: $.2 Social Impressions: $.1 Monthly Package Minimum: $ 0-999
    48. 48. GOOD EXAMPLE Platform Value Range of Fee 3210*.2=642 From high-end ($.3) to low-end ($.1) 1552*.02*10+1552*.2*10 +1552*.1*10+120*.02+12 0*.1+85*10*.1=5065.8 Page Like Action: $.5 Reach: $.02 Clicks: $.2 Social Impressions: $.1 $ 200 (conservative) Minimum: $ 0-999 $ 5907.8
    49. 49. RETURN ON INVESTMENT Create value from online video views Increase fan numbers Enhance “Huskies” loyalty Potential Returns Ticket revenues Sponsorships Reputation Create value from online video views Increase fan base Enhance “Husky” loyalty
    50. 50. APPROACH • Catch Fans’ attention • Inspiration video • Highlight video • Entertainment video • Increase Ticket Sales • Promotional video • Game information • Generate Positive Image • Community service video From our survey, 56.5% of fans thought posting community service videos on UConn Husky social media page is effective and very effective in engage with Husky team Very EffectiveVery Ineffective 2 3 15 21 5 1 2 3 4 5
    51. 51. VIDEO EXAMPLES • Entertainment video (Notre Dame) • Promotional video (Michigan) • Community service video (Texas Longhorns)
    52. 52. OTHER INTERESTING FINDINGS Text Message Marketing Oklahoma Cowboys asked fans to text a code to “55678” for the chance to win free tickets, gas card, or a trip! Benefits: Help sponsor capture potential customer’s mobile number for future mobile marketing campaigns Cost: There is Free Trail of this service
    53. 53. 0 5 16 18 7 0 1 16 18 11 0 1 5 27 13 1 2 3 4 5 To share your game experience photos on UConn Husky Social Media Platform(s) Voting for the best player Events to meet with famous player(s) OTHER SURVEY RESULTS Very Ineffective Very Effective • Fans think events involving popular player(s) is the most effective approach to engage with Huskies on social media!
    54. 54. Thank you!

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