1. OHIO UNIVERSITY NIGHT
MAPFRE STADIUM
KARIM FATHI
CREW SC SEO STREET MARKETING
A recap report on Crew SC’s first ever OU Night at MAPFRE Stadium on October 25, 2015

2. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
TABLE OF CONTENTS
▸ Executive Summary
▸ Introduction
▸ Implementation
▸ Exposure
▸ Results
▸ Improvement
▸ Food for Thought

3. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXECUTIVE SUMMARY
In less than 2 months, the first
Crew SC grassroots marketing
team in Southeast Ohio solely
formed by Ohio University
Sports Administration students
managed to generate $4,000
in revenue and expand their
brand in the region.

4. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
INTRODUCTION — MEETING 1
When: August 10, 2015
When: Conference Call
Who: Jim Kahler, Executive Director, Ohio University Center for Sports Administration
Clark Beacom, VP of Sales and Marketing, Columbus Crew SC
Megan Kingston, Director of Sales and Marketing, Columbus Crew SC
Karim Fathi, MBA/MSA ’16, Ohio University
‣ Touch base on potential collaborations between OU Sports Ad and Crew SC
‣ Formation of a grassroots marketing team in Southeast Ohio
‣ Generate buzz and awareness around Crew SC’s brand by hitting strategic
events
‣ Develop an Ohio University night at one of Crew SC’s last 3 homes games

5. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
INTRODUCTION — MEETING 2
When: August 20, 2015
When: MAPFRE Stadium
Who: Megan Kingston, Director of Sales and Marketing, Columbus Crew SC
Sean Williams, Grassroots Marketing Manager, Columbus Crew SC
Karim Fathi, MBA/MSA ’16, Ohio University
OU Night
October 25, 2015

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IMPLEMENTATION — RECRUITMENT
Pitched the job posting to Ohio
University’s undergrad Sports
Business Association. Resulted in:
‣ 25+ applicants
‣ 10 interviews
‣ 3 brand ambassadors

7. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — THE TEAM
Karim Fathi
Manager
Francesco Marini
Assistant Manager
Garret Conner
Ambassador
Lucas Rice
Ambassador
Harrison McIntire
Assistant Manager
Griffin Ward
Ambassador
Crew SC’s Southeast Ohio Street Marketing team was formed by 6 Ohio University
sports administration students:
‣ 3 graduate students — 2 first year students (pass on the initiative)
‣ 3 undergrad students

8. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — STRATEGIC PLAN
First team meeting was held on
September 21 to layout the strategic
plan for the next 34 days
‣ Sales training to all members — what
are we selling, how are we selling,
and who are selling to
‣ Highlight potential touch-points on
campus for tabling
‣ Generate a list of potential events in
Southeast Ohio
‣ Data Mining for potential leads
through the AEP Sweepstake

9. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — SALES TRAINING AT MAPFRE STADIUM
First sales training for
the team was held at
MAPFRE Stadium on
September 25,
conducted by Sean
Williams — Grassroots
Marketing Manager,
Columbus Crew SC.

10. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — THE TICKET PACKAGE
Created a discounted ticket
package under the supervision of
Nick White - Group Sales Manager,
Columbus Crew SC

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IMPLEMENTATION — EVENTS IN SOUTHEAST OHIO
List of potential events in the region (32) —
filtered later to those that align with the
values and vision of Crew SC’s brand:

12. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — ON CAMPUS
Tabled 15x from October 5th -
October 23rd totaling 59 hours at
the following locations:
‣ Alumni Gateway
‣ Outside of Baker Center (4th Floor)
‣ Ohio University Homecoming
Parade
‣ Ohio University Club Hockey

13. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — GUERILLA MARKETING
The message was promoted in
various outlets:
‣ Flyers all over campus
‣ Class/club presentations
‣ Email Marketing
‣ Social Media Marketing
‣ Phone calls

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EXPOSURE — WEBSITES

15. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — WEBSITES

16. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — WEBSITES

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EXPOSURE — THE NEWS CENTER “WTAP" (NBC AFFILIATE)

18. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — SOCIAL MEDIA

19. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
RESULTS
211
TICKETS
18
DAYS
$3940
IN REVENUE
20,000
IMPRESSIONS

20. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
RESULTS

21. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPROVEMENT
Time constraints were the biggest limitation
towards even bigger success of this event.
‣ Better assembling and training the team
‣ Choice of a game at least 3/4 months prior
‣ Creation of a stronger discounted ticket
package
‣ Strategic alliance wit the alumni
association and Central OHIO Chapter
‣ More effective and unique guerrilla
marketing tactics

22. OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
FOOD FOR THOUGHT
This project was initiated to kickstart the relationship
between Ohio University’s Sports Administration
Program and Columbus Crew SC. With Karim
graduating this May, 2 first-year graduate students with
sincere interest in soccer were pulled in to act as
assistant managers — learn, experience and adopt.
Upon Karim’s graduation, both students would take
over the reins of the team and drag in potential first
year students with similar interests — with the end result
of having an annual OU Night managed and organized
by OU Sports Ad. This project also provides invaluable
experience to SASM students, enabling them to grasp
selling techniques and working for a professional MLS
franchise in the process.