Worked in a team of six to design a public relations plan for Ithaca College's Blue Crew. Conducted primary and secondary research to identify the current situation and target audience. Using these insights, our team proposed creative strategies and tactics to increase awareness and attendance for Blue Crew.

1. PICASSO PUBLIC RELATIONS
Ithaca College
Blue Crew
Increasing Attendance One Season At A Time
Wednesday, December 4th 2019

2. CONTACT INFORMATION
Paige Oudekerk: Kayla Mancuso:
poudekerk@ithaca.edu kmancuso@ithaca.edu
(518) 321-6759 (703) 505-3158
Jake Selbst: Melanie Tara:
jselbst@ithaca.edu mtara@ithaca.edu
(224) 645-0032 (646) 825-1356
Nick D'Agastino: Juliana Gamboa:
ndagastino@ithaca.edu jgamboa@ithaca.edu
(201) 602-7289 (909) 610-5778

3. TABLE OF
CONTENTS
Executive Summary... pg. 4
Situational Analysis... pg. 5
Competitor Analysis... pg. 6
SWOT Analysis... pg. 7
Qualitative Research... pg. 9
Objectives... pg. 10
Target Audience... pg. 11
The Hype Campaign... pg. 12
Strategies... pg. 13
Tactics... pg. 14
Evaluation... pg. 24
Timetable... pg. 25
Budget... pg. 26
The Team... pg. 28
Appendix... pg. 30

4. EXECUTIVE SUMMARY
Picasso PR has been given the chance to collaborate with Blue Crew in attempt to increase
attendance at Division III sports games specifically at Ithaca College. Our goals are to build
awareness around Divison III sports and to develop a consistent brand voice.
Because most people consider Division III sports to be "high school" like, we aim to
convince people otherwise by comparing Ithaca College standings and team rankings to
those of Division I with a large focus on Cortaca and the 150th anniversary
accomplishments.
In this proposal, we propose solutions to making attendance at sports game more of a culture and
less of a "reward". Accomplishing this will encourage people to not only attend a home game but to
travel with the team and actively follow their accomplishments.
We thank the Blue Crew for giving us the opportunity to develop a campaign for them. We
appreciate the time taken to answer our questions, meet with us, and attend the presentation of our
work.

5. SITUATION ANALYSIS
Currently, we as a team understand that The Blue Crew struggles to make an impact on
attendance at Division III sports games, specifically at Ithaca College. As a point-based
incentive system that awards students with prizes and giveaways for attending games, critics
have referred to it as a “noble attempt to fix an age-old problem”. However, “... this is the first
year and attendance was not tracked accurately before this, as they did not routinely keep
track of fans at each game, there is no quantitative data showing whether or not it has had an
impact”, and most of those who do attend is in part to the fact that they are currently affiliated
with that specific athletic department. Most students compare Division III sports games to
those of Division I, and therefore this envy is only demonstrated during the Cortaca Jug which
was especially exemplified this past November during the 150th anniversary hosted at MetLife
Stadium. Despite Football, most Division III games everywhere are looked at as “high-school”
level. Unless the team cultivates a following for themselves based off of a strong season like
the Ithaca Men’s Soccer team did when they entered a bid into the Division III NCAA bracket,
“It’s just as easy to ask a friend in class how the game went than to go sit in the empty
bleachers for two hours”.

6. COMPETITOR ANALYSIS
Syracuse University
18 Varsity Sports (less than Ithaca), $11.00 Admission Price,
Competitive D1 School, Indoor Facilities, Large Alumni Fan Base
Cornell University
37 Varisty Sports (10 more than Ithaca), $6.00 Admission Price,
Compeitive D1 School, Indoor Facilities, 5 Minutes from Ithaca College
Student Prioritization
Students have other obligations such as clubs, sports, jobs and
school work, Most commuters dont want to come back to campus

7. SWOT ANALYSIS
It was not until the 2017-2018 athletic season that the Blue Crew implemented
the reward system to students when they swipe their ID cards in before every
game they attend to earn “points” for doing so. Although this benefit only
temporarily inclined students to actively be fans for the day, Ithaca College
was not alone in this decline. According to Paige Grisham of Faculty Manager,
“Last year, the Wall Street Journal gathered student football attendance
numbers from colleges across the country. It showed that the Big 5
conferences, including the ACC, Big Ten, Big 12, PAC-12, and the SEC,
collectively had a declining student attendance of 5.6 percent from 2009 to
2013. Even some of the top college football programs are dealing with
decreasing student attendance. From 2009-2013, Ohio State University had a
decline of 2.4 percent, Michigan State University had an 11 percent decrease,
and Florida had a decrease of 22.4 percent for student attendance”.

8. SWOT ANALYSIS
STRENGTHS
Intimate Environment
Strong athletic fan base
1.
2.
OPPORTUNITIES
Expand across all of Ithaca
College's community
Utilize 27 Varisty Sports
Diversife fan consistency
1.
2.
3.
WEAKNESSES
Little to no production value
Little to no online presence
Weak non athletic fan base
1.
2.
3.
THREATS
Students see Division III as
“high school” level sports
Surrounding schools that are
Division I (i.e, Cornell,
Syracuse)
1.
2.

9. QUALITATIVE RESEARCH
Prior to our campaign, Picasso PR utilized mainly Qualitative Research methods to
help gather information and inital impressions of the Blue Crew. We choose
Qualitative Research since it gave us a more in depth look at the Blue Crew while
simutaneously helping us shape our campaign based off of individuals personal
experience.
Such methods include team member, Juliana, interviewing Will Rothermel,
Associate Director, of Intercollegiate Athletics at Ithaca College. In this interview
Will and Juliana were able to agree upon a budget for our campaign as well as
objectives he'd like to see met in the near future for Blue Crew based upon
challeges faced since their first launch in 2017.
While Qualitative Research is beneficial, we'd also advise Blue Crew to run their
own Quanitative Research during the inital year of our campaign. Such examples
can be further explored on page 24.

10. OBJECTIVES
To build awareness
and enhance the
identity of Blue Crew
Build Blue Crews
social media presence
and utilization
Increase attendance
at all sporting events
at Ithaca College

11. STUDENT
ATHLETES
Ages 18-22
Secondary Target
Promotes sportsmanship for
all teams
NON
STUDENT
ATHLETES
Ages 18-22
Primary Target
Breaks the divide that only
"sports fans" should go to
game

12. Beginning August 2020, the start of the 2020-21
academic school year at Ithaca College
The Hype Campaign

13. Strategies:
Instagram Renovations
Vocalize Blue Crew
Incentives
The Hype
Online Presence
1.
2.
3.
4.
5.

14. TACTICS
Strategy #1- Renovating Instagram
During our search for Blue Crew social media platforms, we found that they
were active on Instagram, Twitter and Facebook. However, their Instagram
account which has the ability to reach the most amount of indivualds who fall
into our target audience criteria, did not even contain the phrase "Blue Crew" in
their username like their Twitter account does. While different Ithaca College
accounts may be tagging this account in their posts, students would not be
able to tell whom it was during their inital view of the accounts profile. The only
Instagram account found to be believed somewhat affiliated to Blue Crew is
@icbombernation, listed as a "fan account".
One tactic we believe would be most beneficial is to first and foremost
renovate your Instagram account to include your name, as well as a short
summary of your message and goal. As well to include photos of fans
participating in games, highlight videos, and especially promos of upcoming

16. TACTICS
Strategy #2- Vocalize Blue Crew
After reviewing Blue Crew as a team and taking note of their inital message to participate in
supporting your Bombers at sporting events by solely swiping in your ID card at the
beginning to enter in a chance to win prizes, we quickly realized that this was not vocalized
enough to participating students.
Most students sport Blue Crew gear like the iconic T-shirt, or the construction hat seen
predominatley at the Cortaca game. However, most of the time these students wear these
items not to support the committee but rather because they won a new piece of clothing.
Despite the Instagram platform tactic explored in #1, a way to introduce the Blue Crew
around campus outside of social media would be to include on every television on campus a
special video or just even an announcement acknowledging the Blue Crews presence to fans
as well as background to what they stand for and where to find them both online and on
campus. This could also play in short during an ICTV commercial dealing with the live
broadcast of a particular game.

17. TACTICS
Strategy #2- Vocalize Blue Crew
As well, aside from a virtual outlook, Blue Crew could also do a pop up
event on campus before the beginning of every sports season. Depending
on the season, this "kick back" would take place in either the A&E Center or
Higgins Field. Serving as both a promotional event and an information
outlet, all students would be invited through their student emails to
countodwn with players and friends for the new, upcoming season.
Students could gain engagement points for attending, as well as recieve
free food and a potential incentive. Blue Crew would sponsor this event, and
every player or member of the program would sport their very own Blue
Crew shirt to voice its presence.

19. TACTICS
Strategy #3- Incentives
The current incentive that the Blue Crew exhibits is that by the end of the semster the
top 10 "super fans" who had entered into this specific drawing by swiping in to as
many sports games they can with their student ID's gains a prize for their loyalty.
However, to make attendance more of a culture rather than one where you can
potentially gain something from, one idea for a tactic could be to sporatically surprise
all fans in attendance at different games with prizes of their own. These items could
vary from small things like T-shirts or sunglasses to large prizes such as IC apperal or
accessories from the book store, and even food! This will help refrain from making
attendance based solely on that fact that you’ll be rewarded. As well, students who
can not make the game physically but can access it online should also be offered the
same advantages. The online traffic can be tracked by students virtually entering their
ID number, watching for a maximum amount of time, and being rewarded the same
prize or something smaller for their attempt to attend the best they can.

21. TACTICS
Strategy #4- The Hype
Especially this year with the Ithaca Football Team making it to the
150th anniversary game held at MetLife Stadium where the
Bombers won 32-20, prior to the game the teams social media
presence was very steady and active on Instagram especially. The
team had a hype video made following every game that students
could access and share to their Instagram stories, as well as a
whole countodwn on and off campus that promoted the game and
attendance.
Although Cortaca has always been held highly in Ithaca College
culture, there are just as many other teams that did just as well in
their seasons that went minimally noticed.

22. TACTICS
Strategy #4- The Hype
One way to help advertise the hype surrounding all sports on Ithaca's campus
would be to continue the idea of making specific promo vidoes that highlight
past games and even specific players.
These videos would follow the same idea as to a countodwn to the regular
season and even big rivalry games against Cortland or NCAA tournament
games. The production could be assigned to a position with ICTV or the
Ithacan so students can provide their help and insights even if they are not the
ones playing.
Not only would these videos help to motivate players, but it also gives them
the option to share across other media platforms to influence their classmates
to come as well as to motivate people not on Ithaca College to attend

23. TACTICS
Strategy #5- Online Presence
Currently there is one website for the Blue Crew that Ithaca College students
have access to. However, it only contains minimal information such as a link
to their Twitter and Instagram profiles and one single logo of the pre existing
logo for Blue Crew as well as a three sentence blurb.
One tactic to increase more of an online presence aside from social media
would be to create a whole new website. Since an older demographic such
as faculty or alum feel comfortable using the internet more thouroughly, this
would serve as an outlet to include links to specific team schedules/rosters,
photos from games for families and players to access, as well as more of an
in depth explanation of the Blue Crew for those curious from hearing about it
at video screenings for games mentioned in strategy #2.

24. EVALUATION
Social Media Involvement
We will track the number of followers on both Instagram and
Twitter, aiming to increase by 20%. We will also use these platforms
to get feedback from our target audience
Increase attendance at Events
By ussing different media outlets to help promote the games, we
will compare the number of swipes into games by students before
and after implementing these tactics
Polls and surveys on social media and comment cards at events
We will measure the overall understanding of Blue Crew from students by
posting polls and surveys on social media throughout the campaign. We
will also use comment cards at sporting events

25. TIMETABLE

26. BUDGET
Following these allocations, Blue Crew will still have an estimated $9,200 of their budget
to use for their own personal use following the trial year of this new campaign
Incentive Prizes= $2,000
Promo Night= $3,000 (one thousand per each seasons kick off)
Booths at games= $500
Commercials= $300

28. THE TEAM
Jake Selbst is a passionate optimist and Integrated Marketing Communications major at
Ithaca College. He enjoys conversations and opportunities to impact the lives of others.
Jake plays Lacrosse while enjoying the vulnerability and authenticity of a quality human
being.
Nick D’Agostino is a sophomore, majoring in Integrated Marketing
Communications and minoring in Business Analytics. Nick was on the swim
team last year. Hobbies include: photography, swimming, music.
Paige Oudekerk is a sophomore Integrated Marketing Communications major
looking to pursue a minor in Legal Studies. Some of her hobbies include downhill
skiing, listening to music and spending time with her friends. Following graduation,
Paige aspires to work in the Public Relations field.

29. Kayla Mancuso is a Junior, Integrated Marketing Communications Major at
Ithaca College. She is a member of IC’s Woman in Business Organization
and is in charge of managing various social media platforms for ICTV.
Post graduation Kayla would like to either continue working in social
media and managing a business's online presence or explore the field of
live events.
Melanie Tara is a Sophomore, Integrated Marketing Communications Major at Ithaca
College who has a passion for music. She is a part of the Student Activities Board here
on campus and is the music chair helping to bring different music acts to campus.
Post graduation, Melanie hopes to someday work in the entertainment industry
working alongside some of her favorite artists. In her spare time she loves to spend
time with her friends and film content for her Youtube channel.
Juliana Gamboa is a junior Integrated Marketing Communications major. She transferred to
Ithaca this fall and is a leadership scholar. She is also a member of the Ithaca College
Women’s Basketball team and is involved with the Residential Life Community Council
and Ithaca College Big Brothers Big Sisters organization. Some of her hobbies include
spending time outdoors, skateboarding, and editing videos. Following graduation, Juliana
aspires to work in the advertising or graphic design field.
THE TEAM

30. APPENDIX
https://theithacan.org/columns/blue-crew-struggles-to-make-
impact-in-attendance/
https://athletics.ithaca.edu/news/2017/8/31/general-athletics-
launches-blue-crew-rewards-program-saturday.aspx
https://athletics.ithaca.edu
https://cuse.com
https://cornellbigred.com