Elon University Womens Basketball Tournament Marketing


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Elon University Womens Basketball Tournament Marketing

  1. 1. Elon University Brandie Pifer, Brad Holloman, Chris Stearns, Jason Williams, Megan Farrell, & Scott Wajda
  2. 2. Introduction <ul><li>Background research to our proposals </li></ul><ul><li>Group philosophy </li></ul><ul><ul><li>“ Partner the NCAA with new organizations with large populations that have similar demographics to the target market of collegiate women’s basketball. Our strategies are meant to target an active youth and adult population.” </li></ul></ul>
  3. 3. Youth Proposal <ul><li>Purpose- Increase ticket sales for the 2008 Division I NCAA Women’s Basketball Tournament among youth and their families </li></ul><ul><li>Two distinct groups were selected and proposals were developed: </li></ul><ul><ul><li>The Girl Scouts of North Carolina </li></ul></ul><ul><ul><li>The UNC- TV Kids Club </li></ul></ul>
  4. 4. Girl Scouts <ul><li>Purpose- To create a partnership between Girl Scouts of North Carolina and NCAA Division I Basketball Tournament </li></ul><ul><li>Market Analysis </li></ul><ul><ul><li>Girl Scouts ages 8-14 (Brownie, Junior and Cadette) of North Carolina, as well as family, friends and troop leaders </li></ul></ul><ul><ul><li>Approximately 29,000 Girl Scouts in North Carolina (Ages 8-14)  </li></ul></ul><ul><li>Challenge- Encourage Girl Scouts to attend tournament, helping ticket sales and creating a larger fan base for the future </li></ul>
  5. 5. Girl Scouts <ul><li>Scope of Work </li></ul><ul><ul><li>Identify promotional opportunities </li></ul></ul><ul><ul><ul><li>Possible “Girl Scouts of North Carolina” Day on March 30 th </li></ul></ul></ul><ul><ul><ul><li>Pre-game talk between women leaders of NCAA and Girl Scouts </li></ul></ul></ul><ul><ul><ul><li>“ The Face of Women’s Sports” badge activities </li></ul></ul></ul><ul><ul><li>Information for Girl Scout Councils promoting tournament festivities </li></ul></ul><ul><ul><ul><li>Pre- game activities </li></ul></ul></ul><ul><ul><ul><li>Recognition </li></ul></ul></ul>
  6. 6. Girl Scouts <ul><li>Benefits </li></ul><ul><ul><li>Increase ticket sales </li></ul></ul><ul><ul><li>Community recognition and positive PR </li></ul></ul><ul><ul><li>Girl Scouts can earn badges </li></ul></ul><ul><li>Costs </li></ul><ul><ul><li>Limited promotional costs </li></ul></ul><ul><ul><li>Possible sponsorship </li></ul></ul><ul><ul><li>Troop funding </li></ul></ul><ul><ul><li>Elon Student volunteers </li></ul></ul>
  7. 7. UNC-TV Kids Club <ul><li>Purpose- Increase ticket sales through a partnership between the NCAA, the ACC and the UNC-TV Kids Club </li></ul><ul><li>Market Analysis </li></ul><ul><ul><li>Approximately 3,000 kids in 2,100 households </li></ul></ul><ul><li>Challenge- Persuade UNC-TV to partner in this endeavor and successfully reach their Kids Club members </li></ul>
  8. 8. UNC-TV Kids Club <ul><li>Scope of Work </li></ul><ul><ul><li>Identify promotional opportunities and special events </li></ul></ul><ul><ul><li>Advertise in Kids Club print mail, UNC-TV website and e-mail through mailing list </li></ul></ul><ul><ul><li>Details and responsibilities for activities and promotions must be finalized and assigned. </li></ul></ul><ul><ul><ul><li>Appearances by UNC-TV characters </li></ul></ul></ul><ul><ul><ul><li>UNC- TV Fit Together Initiative </li></ul></ul></ul><ul><ul><ul><li>Meet college student-athletes and coaches </li></ul></ul></ul><ul><ul><ul><li>Membership drive for UNC-TV Kids Club </li></ul></ul></ul>
  9. 9. UNC-TV Kids Club <ul><li>Benefits </li></ul><ul><ul><li>Increased ticket sales in a large market </li></ul></ul><ul><ul><li>Develop potential life-long fans </li></ul></ul><ul><ul><li>The UNC-TV Kids Club will be able to access a new population </li></ul></ul><ul><li>Costs </li></ul><ul><ul><li>Cost-efficient advertising </li></ul></ul><ul><ul><li>Minimal operational costs </li></ul></ul>
  10. 11. Travel Agency Expo <ul><li>Purpose- Increase ticket sales by creating a Travel Agency Expo prior to the NCAA Division I Women’s Basketball Tournament on April 1 st </li></ul><ul><li>Target Market </li></ul><ul><ul><ul><li>Travel agencies and their clients </li></ul></ul></ul><ul><ul><ul><li>North Carolina Recreation and Park Association (NCRPA) members </li></ul></ul></ul><ul><ul><ul><li>North Carolina Alliance for Athletics, Health, Physical Education, Recreation and Dance (NCAAHPERD) members </li></ul></ul></ul><ul><li>Challenge- Increase ticket sales to an adult market with an interest in recreation and travel </li></ul><ul><ul><li>Determine location to hold expo </li></ul></ul>
  11. 12. Travel Agency Expo <ul><li>Scope of Work </li></ul><ul><ul><li>Obtain 5-10 travel agencies for expo </li></ul></ul><ul><ul><ul><li>Develop a plan with travel agencies for intended promotions or giveaways </li></ul></ul></ul><ul><ul><li>Develop advertising and promotion for NCRPA and NCAAHPERD members </li></ul></ul>
  12. 13. Travel Agency Expo <ul><li>Benefits </li></ul><ul><ul><li>Similar target market </li></ul></ul><ul><ul><li>Create a new, unique fan base for the future </li></ul></ul><ul><ul><li>Introduce new sports fans to the travel/tourism market.   </li></ul></ul><ul><li>Costs </li></ul><ul><ul><li>Timing, logistical and promotional areas </li></ul></ul><ul><ul><li>Travel agencies will experience low costs, pertaining to staffing the event, table fees and small promotional costs  </li></ul></ul>
  13. 14. Conclusion <ul><li>Three unique strategies to reach the targeted markets that will increase ticket sales to the NCAA Women’s Regional Tournament in Greensboro, NC </li></ul><ul><li>We hope to partner the NCAA with new organizations that will expose the excitement of women’s basketball to develop an increased fan base </li></ul>