2004 NACMA AWARD WINNING PRESENTATION

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Winner of the 2004 Natonal Association of Collegiate Marketing Administrators "Best New Revenue Generating Idea"

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2004 NACMA AWARD WINNING PRESENTATION

  1. 1. New Revenue-Generating Idea NACMA Awards 2003-04 Submitted by The University of North Dakota Department of Athletics
  2. 2. SIOUX ILLUSTRATED MAGAZINE
  3. 3. Contributors <ul><li>John Sirignano – Assistant AD & Executive Editor </li></ul><ul><li>Joel Carlson – Chief Editor (thru September, 2003) </li></ul><ul><li>Tricia Halvorson – Creative Director </li></ul><ul><li>Alecia Wigness – Art Director </li></ul><ul><li>Justin Keller – Assistant Art Director </li></ul><ul><li>Dan Benson – SID </li></ul><ul><li>Jayson Hajdu – Assistant SID </li></ul><ul><li>Mitchell Wigness – Assistant SID </li></ul><ul><li>Staff Writers </li></ul><ul><ul><li>Mike Cummings </li></ul></ul><ul><ul><li>Chris Swenson </li></ul></ul><ul><ul><li>Nick Garner </li></ul></ul><ul><li>Contributing Writers </li></ul><ul><ul><li>Amanda Hvidsten </li></ul></ul><ul><ul><li>Chuck Johnson </li></ul></ul><ul><ul><li>Gene Swartz </li></ul></ul><ul><li>Scott Gaddini - Photographer </li></ul><ul><li>Julie Arel – Marketing Director, REA </li></ul><ul><li>Stacey Whitlock – Marketing, UND </li></ul><ul><li>Carl Levi – Sales Manager </li></ul><ul><li>Jay Valda – Website Manager </li></ul><ul><li>Jeff Mohs – Brand Manager </li></ul><ul><li>The entire marketing, promotion, sales and finance staff of UND Athletics & REA </li></ul><ul><li>Todd Berning – General Manager, REA </li></ul><ul><li>Roger Thomas – Athletic Director, UND </li></ul><ul><li>Jared Bruggeman – Asst. AD, UND </li></ul><ul><li>Sherry Penner – Asst. AD, UND </li></ul><ul><li>Mark Rudolph – Asst. AD, UND </li></ul><ul><li>Charles Kupchella – President, UND </li></ul>
  4. 4. Background <ul><li>An analysis was conducted to determine the cost/benefit of producing game programs after the 2002-03 seasons. </li></ul><ul><li>UND produces game programs for the following sports: </li></ul><ul><ul><li>Football </li></ul></ul><ul><ul><li>Men’s Hockey </li></ul></ul><ul><ul><li>Men’s & Women’s Basketball </li></ul></ul>
  5. 5. Program Sales Analysis: 2002-03 ($1,493) 14,020 Net ($22,384) less: Printing Cost $24,546 8,182 $3.00 Hockey ($10,789) less: Printing Cost $6,138 2,046 $3.00 Basketball ($10,380) less: Printing Cost $11,376 3,792 $3.00 Football Total Units Sold Cost of Program Sport
  6. 6. Program Sales Analysis: 2002-03 $46,525 Advertising Revenue $45,032 Total Revenue from Program Sales ($1,493) Net Programs Sales
  7. 7. Q: How can UND Athletics <ul><li>Increase the number of programs sold? </li></ul><ul><li>Decrease the cost of printing? </li></ul><ul><li>Maintain & enhance advertising revenue? </li></ul>
  8. 8. Thought Process – SWOT Analysis <ul><li>NCAA Compliance Issues </li></ul><ul><li>Time constraints on staff </li></ul><ul><li>Lack of cooperation from all parties </li></ul><ul><li>Not delivering a quality product </li></ul><ul><li>New source of revenue </li></ul><ul><li>Better exposure for all UND Athletic programs, especially the non-revenue sports </li></ul><ul><li>“ It’s never been done!” </li></ul>Threats Opportunities <ul><li>No experience at this type of endeavor </li></ul><ul><li>No true determination of set-up costs </li></ul><ul><li>Failure of similar “newspaper” type ventures </li></ul><ul><li>UND Athletics is very successful in DII </li></ul><ul><li>Elite DI Men’s Hockey team </li></ul><ul><li>Ralph Engelstad Arena </li></ul><ul><li>Tremendous community support </li></ul><ul><li>Passionate Alumni </li></ul><ul><li>In-house Production Department </li></ul><ul><li>Already producing an extensive game program </li></ul>Weaknesses Strengths
  9. 9. Q: What should we do? A: Create SIOUX ILLUSTRATED <ul><li>The idea for Sioux Illustrated was developed in April of 2003 </li></ul><ul><li>Sioux Illustrated is the official publication of the University of North Dakota Department of Athletics. </li></ul><ul><li>Sioux Illustrated is published six times per year by the University of North Dakota and Ralph Engelstad Arena </li></ul><ul><li>Annual subscription rate is $15.00 </li></ul><ul><li>Single issue price is $3.00 </li></ul>
  10. 10. Highlights of the Idea-Generation Timeline <ul><li>April, 2003: UND & REA Staff develop the concept of Sioux Illustrated </li></ul><ul><li>May, 2003: Focus group meetings held with corporate advertisers to discuss concept and gauge their receptiveness </li></ul><ul><li>June, 2003: Production staff develop schedule for publication, layout of the magazine, selection of printer, etc. </li></ul>
  11. 11. Creating the Event <ul><li>July 30,2003: Invitation-only Premier party is held to introduce Sioux Illustrated </li></ul>
  12. 12. Premier Party <ul><li>Premier Party featured on WDAZ 6PM News with a live remote. </li></ul>
  13. 13. Grand Forks Herald 7/31/03
  14. 14. Premier Issue <ul><li>90,000 complimentary issues printed and mailed to all UND Alumni with subscription information </li></ul><ul><li>All Fighting Sioux Club members at the $1,100 per year level and above to receive the magazine as a membership benefit </li></ul><ul><li>Single issues to be sold at REA Pro Shop and Barnes & Noble University Bookstore </li></ul><ul><li>Dedicated web site created with limited content available and subscriber sign-up link </li></ul>
  15. 15. Content <ul><li>The goal of Sioux Illustrated is to cover the “human” side of the student-athlete, coaches, etc. while aiming to present topics, features and issues not already available on the web or in a newspaper </li></ul>
  16. 16. Profile of UND Benefactor Ray Rude, the inventor of the modern era diving board. Sioux Illustrated highlights many of the non-revenue Olympic sports by showcasing the student-athletes to a larger audience of fans. For example, the off-the-field activities of soccer player Jen Cilz dealing with the loss of her father or the exploits of multi-sport student-athlete Meghan Mutrie, who in addition to playing 2 sports at UND is also a member of the Canadian Under 20 National Rugby team, all while carrying a 3.7 GPA. Content Examples
  17. 17. Evaluation of Results Program Sales Analysis 2003-04 $3,828 23,122 Net ($9,225) less: Printing Cost $14,542 14,542 $1.00 Hockey ($3,970) less: Printing Cost $2,380 2,380 $1.00 Basketball ($6,100) less: Printing Cost $6,200 6,200 $1.00 Football Total Copies Sold Cost of Program Sport
  18. 18. Revenue Comparison between 2002-03 & 2003-04 $114,225 -- Sioux Illustrated Advertising Revenue 23,122 14,020 # of Programs Sold $58,925 $23,950 ($79,250) $13,828 $10,000 $3,828 2003-04 2002-03 -- -- -- $45,032 $46,525 ($1,493) Sioux Illustrated Production Costs Total Program Sales Revenue Sioux Illustrated Subscription Revenue Program Advertising Revenue Total Sioux Illustrated Revenue Net Programs Sales Revenue
  19. 19. Evaluation of Results Sioux Illustrated 2003 - 04 <ul><li>Combined Program & Sioux Illustrated sales generated revenue of $72,753 or 62% more revenue than the Program sales alone in 2002-03. </li></ul><ul><li>Of the $79,250 in Sioux Illustrated production costs, $40,000 was for the complimentary first issue of 90,000 copies </li></ul><ul><li>The number of magazines sold or distributed per issue is over 3,500 with paid subscribers at over 1,600 and continuing to grow with each issue. </li></ul>
  20. 20. Evaluation of Results Sioux Illustrated 2003 - 04 <ul><li>The brand “Sioux Illustrated” has now been expanded to include “Sioux Illustrated – The TV Show” which airs on the Fighting Sioux Sports Network each week </li></ul>
  21. 21. Evaluation of Results Sioux Illustrated 2003 - 04 <ul><li>The “Sioux Illustrated” Desk was built for the TV Show and “Between Period” guests during home hockey games </li></ul>The Hanson Brothers from the movie “Slap Shot” make an appearance “From the Desk”
  22. 22. Evaluation of Results Sioux Illustrated 2003 - 04 <ul><li>“ Sioux Illustrated” was the lead sponsor of a hockey trade show during the State High School Hockey Tournament </li></ul>
  23. 23. INDUSTRY RECOGNITION Sioux Illustrated 2003 - 04 <ul><li>Awarded the Gold Medal for Best New-Revenue Generating Idea by the National Association of Collegiate Marketing Administrators </li></ul><ul><li>Winner of a 2004 Award of Merit by the Admissions Marketing Report </li></ul>

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