Group work from Marketing 333 IMC final project. Our project focused on building awareness and increasing attendance for the ISU Mens Basketball team.

1. Team
Reggie
Aaron Wyatt Nick Flosi
Mark Paulsen Bobby Barrett
Kyle Brant Josh Smith

2. Campaign Objectives
I. To increase the number of Red Alert
members at Illinois State University by 10%
from the current 2,933 students to 3,226
students within one year.
II. To increase the average number of attendees
per game of Men’s Basketball games at
Illinois State University by 10% from the
current 4,830 attendees to 5,313 attendees
within one year.
III. To increase awareness of the Red Alert
Rewards Program by increasing the number
of Illinois State University Red Alert members
who reported they had redeemed points for

3. Creative Strategy
 The main issue facing ISU Men’s
Basketball is the mediocre attendance
at games.
 Plan of Action:
◦ Display great value associated with
attending an ISU Men’s Basketball game
◦ The campaign will use slice-of-life and
rational execution techniques

4. INTENSITY
Get some or get out of the way
 Target Audience
◦ ISU Students & Community Members
 The approach will utilize the slice-of-life
appeal, which will be oriented toward the
benefit of entertainment and fan-loyalty.
 The tagline corresponds with the core
message fan amusement.
◦ “Electric Mood”

6. Pride for Prestige Intensity
Campaign
 Target Audience
◦ ISU Students
 Encourages Red Alert and potential Red
Alert members to attend University
sporting events, and show their intensity
 New innovative system that will be
attached to the current Red Alert
Rewards Program
◦ Ranking System (8 Levels)

7. The Ranking System Levels

Level
Level I: Egg
Point Total Benefit
 Points: 0-75
1– EggII: Hatchling Shirt


Benefits: Red Alert
Level
0 – 75 Red Alert Shirt
Points: 76-150
2 – Hatchling for One Free Large Papa76 – 150 Free Papa John’s Pizza

 Benefits: Gift Certificate Johns Pizza
 Level III: Nestling
3 – Nestling
 Points: 151-225 151 – 225 2 Free Movie Passes to Starplex
 Benefits: Two Free Movie Passes to Starplex Cinemas
4 – Junior Redbird
 Level IV: Junior Redbird 226 – 300 Free Long Sleeve Red Alert Shirt
 Points: 226-300
5 – RedbirdLong Sleeve Red Alert T-Shirt
 Benefits: Free 301- 375 $40 Alamo II Gift Certificate
 Level V: Redbird
6 – Senior Redbird
 Points: 301-375 376 – 450 Signed Doug Collins Basketball
 Benefits: $40 Gift Certificate to Alamo II Campus Bookstore
 Level VI: Senior Redbird Free Faculty Commuter Pass
7 – Reggie
 Points: 376-450 451 – 525
 Benefits: Signed Basketball by Illinois State Basketball Legend Doug Collins
$100 Barnes & Noble Gift Card


Level VII: Reggie
Points: 451-525
Name Engraved on the “Fan Hall
 of Fame Plaque” within Redbird
Benefits: Free Faculty Commuter Pass for Rest of Duration at Illinois State University, $100 Gift Certificate to Barnes and Noble Book Store.
 Level VIII: Hall of Famer
Arena
 Points: 526 and Up
 Benefits: Name Engraved on the “Fan Hall of Fame Plaque” Displayed on the Wall Next to the Northern Entry at Redbird Arena, Raffle with Other Hall of
Fame Members for a Chance to Win a Free Year of Tuition, Signed Ball from the Illinois State University Men’s Basketball Team,
Raffle with Other Members for a
8 – Hall of Fame 526 +
Chance to Win a Free Year of
Tuition
Signed Ball from the Illinois State

8. “Prestiged” Red-Alert Shirt

10. Support Strategy
 “Pride for Prestige Intensity
Campaign”
 By offering rewards and promoting this
program, students will become more
knowledgeable about the program
 Also promote through social media
and internal marketing

11. Support Strategy
 3 on 3 Basketball Tournament
◦ Located in Up-Town Normal
 West North Street to Broadway Street
◦ Registration Fee $40 per team
 Proceeds go to Reggie Outreach
Charity Program
 Also promote through social media
and internal marketing

12. Selection of Media Vehicles
 Newspapers:
◦ Daily Vidette
◦ Pantagraph
 Billboard
◦ Main & Empire: 19,600 views/day
◦ College & Towanda (College Hills Meat
Shop): 19,600 views/day
◦ Towanda & Kays: 14,000 views/day
◦ Vernon & Veterans: 48,700 views/day
◦ Total of 101,900 views per day

13. Media Vehicles
 Flyers
◦ Pride for Prestige Flyers posted all around
campus
◦ Encourage students to look into point
system on Goredbirds.com
 Radio
◦ WBNQ Radio
◦ Approx. 60,400 listeners a day
◦ 4 ads: 2 the day before a game and 2 on
game day

14. Media Vehicles
 Bus Wraps
◦ Mobile form of advertising
◦ Estimated between 30,000-40,000 views per
day
◦ Wrap “Redbird Ride” buses

16. Media Schedule
Appearance/
Media Vehicle Size/Length Cost per run Total
Dates
Wednesdays
Vidette ½ page $282 $6,768
Oct-Mar
Newspaper
Once a month
Pantagraph 7” x 6” $1,725.12 $5,750.40
Nov-Feb
Prenzler
$14,320
Billboard Outdoor 20’ x 60’ Nov - Jan $895
(4 billboards)
Advertising
41.6’ x 10.1’
Redbird Ride sides $10,000
Bus Wrap Aug - May $5,000
Buses (2 buses)
9.2’ x 7.9’ back
Aug –Feb
Flyers Flyers 8’’ x 11’’ $301 $4,214
Twice a month
Oct – Mar on
30 seconds/ 2 game days and
Radio WBNQ $30 $4,080
times a day day before
game

17. Budget
Budget Expanded
Media Vehicle
(% of total) Budget (%)
$6,768.00
Daily Vidette $6,768.00 (11%)
(15%)
$5,750.40
Newspaper Pantagraph $6,900.48 (11%)
(13%)
$12,518.40 $13,668.48
Newspaper Total
(28%) (22%)
Radio WBNQ $4,080.00 (9%) $6,120.00 (10%)
$14,320.00 $14,320.00
Billboards
(32%) (23%)
$10,000.00 $20,000.00
Bus Wraps
Outdoor (22%) (32%)
Media $4,214.00
Flyers $8,428.00 (13%)
(9.3%)
Outdoor Media $32,614.00 $48,868.00
Total (65%) (78%)

18. Evaluation
 Red Alert members in the 2011-2012
school year from 2,933 to 3,226.
 Average number of attendees per
game from 4,830 to 5,313 in the 2011-
2012 school year.
 To increase the number of students
redeeming points for prizes from 4%
to 20% in the 2011-2012 school year.

19. Questions?