Ole Miss Women's Basketball: Developing an Integrated Marketing Campaign
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Ole Miss Women's Basketball: Developing an Integrated Marketing Campaign
- 1. GRADUATE STUDENTS: BEN AIGAMAUA AND PARIS BUCHANAN OLE MISS WOMEN’S BASKETBALL DEVELOPING AN INTEGRATED MARKETING CAMPAIGN ADVERTISING AGENCY UNDERGRADUATE STUDENTS: MICHALA BURMAN, CAROLINE CALLAHAN, KEELY NADEN, REBECCA NORTON, AND ERICKA SCHNEIDER PRESENTED BY:
- 2. BACKGROUND OF OLE MISS WOMEN’S BASKETBALL • IMPORTANT COMPONENT OF THE UNIVERSITY OF MISSISSIPPI ATHLETICS PROGRAM – EST. 1974 – RICH, WINNING HERITAGE • SEVERAL APPEARANCES IN THE NCAA TOURNAMENT AND ONE SEC CHAMPIONSHIP
- 3. • AS SHAPED BY FUNCTIONAL EXPERIENCES – INSIGNIFICANT IN TERMS OF ENTERTAINMENT VALUE • BELOW-AVERAGE SKILL LEVEL • NOT AS EXCITING AS OLE MISS MEN’S BASKETBALL GAMES • ONLY TWO CONFERENCE WINS OF 16 CONFERENCE GAMES IN 2013- 14 SEASON – NEGATIVE ASSOCIATIONS • … TOWARD WOMEN’S SPORTS IN GENERAL • HEADLINES IN THE DAILY MISSISSIPPIAN: “LADY REBELS FALL TO…” – LACK OF AWARENESS • AS SHAPED BY EMOTIONAL EXPERIENCES – SOCIAL STATUS • NOT “COOL” TO ATTEND OLE MISS WOMEN’S BASKETBALL GAMES • NO PERSONAL CONNECTION OR RELATIONSHIP WITH PLAYERS CURRENT STATE OF OLE MISS WOMEN’S BASKETBALL
- 4. MARKETING RESEARCH • OBJECTIVES AND GOALS – TO GAIN A BETTER UNDERSTANDING OF CONSUMER BEHAVIOR, ATTITUDES, AND FEELINGS TOWARD THE OLE MISS WOMEN’S BASKETBALL PROGRAM • METHODOLOGY – QUANTITATIVE RESEARCH • INVESTIGATE: WHAT, WHERE, AND WHEN? – VIA SURVEYS – QUALITATIVE RESEARCH • INVESTIGATE: WHY AND HOW? – VIA FOCUS GROUPS
- 7. FOCUS GROUP RESULTS • WORD ASSOCIATIONS WITH “WOMEN’S BASKETBALL” – “BORING,” “NO CROWD, NO HIGH ENERGY, NO SOCIALIZATION WITH FRIENDS,” “NOT AS AGGRESSIVE AS MEN’S BASKETBALL” • AWARENESS OF WOMEN’S BASKETBALL GAMES – “WE WOULD RAISE AWARENESS IF WE WON BECAUSE WE WOULD TALK ABOUT IT” • LACK OF PERSONAL CONNECTION OR RELATIONSHIP WITH PLAYERS – “THEY COME TO CLASS AND SIT IN THE BACK WITH THEIR HEADPHONES IN, LISTENING TO MUSIC”
- 8. DATA MEASUREMENT • COMPILE AND EXTRACT DATA FROM MARKETING RESEARCH INTO MEANINGFUL INFORMATION – RECOGNIZE NEW INSIGHTS, OPPORTUNITIES, AND POSITIONING STRATEGIES – USING INFORMATION TO INFORM AND INSPIRE THE CREATIVE STRATEGY
- 9. DEFINING THE BUSINESS PROBLEM • OBJECTIONS/BARRIERS – BASED ON RESEARCH, WHAT PREVENTS CONSUMERS FROM ATTENDING OLE MISS WOMEN’S BASKETBALL EVENTS? • LACK OF AWARENESS • LACK OF ATTENDENCE • LACK OF AUDIENCE ENGAGEMENT • LACK OF SUPPORT FROM COMMUNITY AND STUDENT BODY
- 10. THE ULTIMATE GOAL: • TO BUILD AND MAINTAIN A UNIQUE BRAND IMAGE – STRONG, PERSONAL RELATIONSHIPS WITH CONSUMERS • TO CHALLEGE CLAIMS/BELIEFS – GAIN SOCIAL ACCEPTANCE IN ATTENDING OLE MISS WOMEN’S BASKETBALL EVENTS • TO ANSWER CONSUMERS’ MAIN QUESTION – WHAT’S IN IT FOR THEM? • WORK TO CREATE AN INCREDIBLE, EXPERIENCED-BASED “HIGH” UPON ATTENDING AN OLE MISS WOMEN’S BASKETBALL GAME
- 11. SWOT ANALYSIS: STRENGTHS • CONSTRUCTION OF A NEW, MULTI-PURPOSE ARENA – TO BE COMPLETED IN 2015 • UPDATED AMMENITIES • PRIVATE STUDENT CONCOURSE • COURTSIDE/BASELINE SEATING – TO SEAT 9,500 FANS • THREE PREMIUM CLUB AREAS • OVER 1,500 PREMIUM SEATS • STEADY AND PROMINENT FAN BASE – iGEN (GENERATION Z) – MATURES (SILENT GENERATION) • COST-EFFICIENT – $5/WOMEN’S BASKETBALL GAME (CONFERENCE OR NONCONFERENCE) VS. $20/MEN’S BASKETBALL GAME (CONFERENCE); $15/MEN’S BASKETBALL GAME (NONCONFERENCE)
- 12. SWOT ANALYSIS: WEAKNESSES • LACK OF AWARENESS – INEFFICIENT MEDIA OUTLETS • LOW ATTENDENCE RATES • LEVEL OF ENGAGEMENT – LOW EFFORT IN ENCOURAGING FANS TO ATTEND (AND RETURN) – NO “SPECIAL” EVENT/IDEA • FOOTBALL: THE GROVE • BASEBALL: BEER SHOWER • MEN’S BASKETBALL: LANDSHARK • LACK OF SUCCESS – POOR RECORD
- 13. SWOT ANALYSIS: OPPORTUNITIES • PROGRESSION OF WOMEN’S RIGHTS – CREATE A POSITIVE INFLUENCE UPON THE NEGATIVE ASSOCIATIONS CONCERNING WOMEN’S SPORTS • EMPHASIS UPON THE CLEAN, PURE FORM OF WOMEN’S BASKETBALL OPPOSED TO MEN’S • NICHE TARGET MARKETING – INVITE MULTIPLE, UNIQUE GROUPS/ORGANIZATIONS TO PARTICIPATE IN EXCLUSIVE EVENTS • ESTABLISH A CONNECTION BETWEEN THE OLE MISS WOMEN’S BASKETBALL TEAM AND MEMBERS OF THESE UNIQUE GROUPS/ORGANIZATIONS VIA BASKETBALL CAMPS, TRYOUT CLINICS, STUDENT NIGHT, ETC.
- 14. SWOT ANALYSIS: THREATS • PURE DISINTEREST – DIFFICULT TO CHALLENGE OTHERS TO THINK DIFFERENTLY ABOUT WOMEN’S BASKETBALL • PREJUDICE TOWARD WOMEN’S SPORTS IN GENERAL • SUCCESS RATE – DEFICIENT IN WINS OPPOSED TO LOSSES
- 15. SEGMENTING THE AUDIENCE • UNIVERSITY OF MISSISSIPPI – STUDENTS, FACULTY, AND ALUMNI • SPORTS-MINDED COMMUNITY MEMBERS • YOUTH SPORTS ORGANIZATIONS – OPC, LOCAL ELEMENTARY SCHOOLS, ETC. • GENERATIONAL SEGMENTATION
- 16. OBJECTIVES • INCREASE AWARENESS – RESEARCH: ATTITUDES, USAGE, AND MESSAGE EFFECTIVENESS • INCREASE ATTENDENCE – RESEARCH: PRODUCT CONCEPT, USABILITY, PRICING, AND ADVERTISING TESTING • INCREASE AUDIENCE ENGAGEMENT • INCREASE COMMUNITY AND STUDENT SUPPORT – RESEARCH: CONSUMER SATISFACTION AND BEHAVIORAL INSIGHTS
- 17. SINGLE-MINDED PROPOSITION: UNCOVER YOUR INNER REBEL! • ENCOURAGE CONSUMERS TO FEEL CONNECTED WITH THE OLE MISS COMMUNITY • “UNCOVERING” WHO THEY TRULY ARE WHILE DEFINING WHAT MAKES THEM A “REBEL”
- 18. TARGETING THE AUDIENCE • SEGMENTS PROVIDING THE MOST VALUE: – STEADY AND PROMINENT FAN BASE • MAINTAINING RELATIONSHIPS RATHER THAN ESTABLISHING THEM – GENERATIONAL SEGMENTATION • MATURES (SILENT GENERATION) – BORN BETWEEN 1909 - 1945 – “EXPERIENCED” • iGEN (GENERATION Z) – BORN FROM 2001 - PRESENT – “CONNECTED”
- 19. • BORN BETWEEN 2001 AND THE PRESENT DAY • MOST CONNECTED AND MOST MOTIVATED GENERATION OF ALL TIME • MEDIA CONSUMERS – CONSTANTLY SEEKING STIMULATION • ALWAYS SENDING/RECEIVING INFORMATION UPON THE NEWEST TRENDS • MULTITASKERS • SOCIAL • CREATIVE CHARACTERISTICS OF iGEN
- 20. MEET CONNOR AND SARAH:
- 23. OLE MISS SWISH CLUB SMARTPHONE APP • QR CODE – UNIQUE TO EACH MEMBER – SCAN FOR ADMISSION, PROMOTIONS, ETC. • SCAN QR CODE UPON ATTENDING THREE HOME GAMES AND RECEIVE A FREE “UNCOVER YOUR REBEL SIDE” T-SHIRT! • GAME SCHEDULE • TEAM MEMBER BIOS AND STATS • MOBILE GAME FOR KIDS “UNCOVER YOUR REBEL SIDE!”
- 24. ACCESS PLAYER STORIES VIA SMARTPHONE APP • ESTABLISHES A SENSE OF CONNECTION BETWEEN SWISH CLUB MEMBERS AND OLE MISS WOMEN’S BASKETBALL PLAYERS – SHORT STORIES AND PHOTOS CONCERNING PLAYERS’ YOUTH • WHAT CAN PLAYERS DO TO MAINTAIN THIS SENSE OF CONNECTION? – VISIT STUDENTS AT SCHOOL AND READ TO SWISH CLUB MEMBERS – HOLD EXCLUSIVE TRYOUT CLINICS, BASKETBALL CAMPS, ETC.
- 25. OLE MISS SWISH BUCKS USED TOWARD FREE SOFT DRINKS AND SNACKS AT CONCESSION STANDS THROUGHOUT THE “TAD PAD”
- 26. PROMOTIONAL STRATEGY • CONNECTING SWISH CLUB MEMBERS AND OLE MISS WOMEN’S BASKETBALL PLAYERS VIA MULTIPLE SOCIAL MEDIA PLATFORMS #UncoverYourInnerRebel
- 27. • BORN BETWEEN 1925 AND 1945 • HARDWORKING • LOYAL • SUBMISSIVE • TECH-CHALLENGED • TRADITIONAL CHARACTERISTICS OF MATURES
- 28. TACTICS: SERVING MATURES • Basketball Bingo – Win free breakfast for two from BBB – Golf Give-A-Way • 50’s-Themed Night – Dance during Halftime • Consignment Sale – Donations will go to charity of their choice
- 29. USE OF MULTIPLE MEDIA PLATFORMS • TRADITIONAL MEDIA • PUBLIC RELATIONS • INTERACTIVE
- 31. TADITIONAL MEDIA: RADIO • REBEL RADIO 92.1 • SUPER TALK MS 105.5
- 32. TRADITIONAL MEDIA: LOCAL TV • NEWS WATCH
- 33. TRADITIONAL MEDIA: NEWSPAPER • THE DAILY MISSISSIPPIAN • THE OXFORD EAGLE • THE DAILY JOURNAL
- 34. TRADITIONAL MEDIA: MAGAZINE • INVITATION OXFORD
- 35. INTERACTIVE: OLE MISS ATHLETICS WEBSITE
- 36. Print Advertising Radio Advertising Social Media Advertising Swish Club/Promos OLE MISS WOMEN’S BASKETBALL PROGRAM BUDGET ALLOCATION
- 37. BENEFITS OF BUDGET SPENDING • INCREASES AWARENESS • INCREASES ATTENDANCE • ENGAGES THE COMMUNITY • INTRODUCES THE SWISH CLUB PROGRAM
- 38. TIMELINEGRINDTIME! POSTERS/OUTOFHOME INTROTOSWISHCLUB TEAMCOMMERCIALS SEASONBEGINS KIDSDAY REBELSWISHBUCKS MACHINE FINALHOMEGAME 1ST WEEK OF OCTOBER NOVEMBER 13, 2014 ALL OF OCTOBER EVERY OTHER HOME GAME 1ST HOME GAME MARCH 2, 2015 FINAL WEEK OF OCTOBER: SEASON HOME OPENER
Editor's Notes
- Marketing research Quantitative research: metrics assigned to questions in order to draw conclusions - Integrated the use of leading questions, loaded questions, built-in assumptions, and double-barreled questions in survey Large sample size Qualitative research: in-depth understanding of the reasons that govern human behavior Finding of trends and surprises Small, but focused sample size May not be able to answer why they feel the way they do, however they may be able to discuss associated feelings/behaviors toward the subject matter
- Focus group composed of students from Chris Sparks' IMC 404 class
- Introduction to the Ole Miss Women’s Basketball program Objections/barriers -Awareness -Attendance -Engagement -Support
- Steady and prominent fan base Youth -Makes up majority of the crowd -Student day • Students are excused from one day of class to participate in activities involving the women’s basketball team • Free admission to a women’s basketball during the day • Potential to influence peers to attend games -Popularity of event •If everyone is going, others may feel as if they need to go as well in order to be “popular” •Being a “popular” figure is a stressed theme within the development of the youth •Everyone only wants to be loved and a part of what everyone else is also partaking in -Sense of belonging •If I am here and all of my friends are as well, I belong here! -Aspects of socialization •Children may want to attend women’s basketball games purely to spend time with friends Senior citizens -Make up about another majority of the crowd Cost-efficient -vs. the price of men’s basketball games • Constant rate of $5/women’s basketball game; free admission for students • $20/men’s basketball conference game and $15/men’s basketball non-conference game • Parents are more likely to invite multiple attendees (i.e. friends of their children, extended family, etc.) to a conference or non-conference women’s basketball game, since price in total for 4 attendees is equivalent to that of admission for one to a men’s conference game -Influences other parents to repay the favor of parents taking their children to the game by later taking those children to a game later in the season
- Awareness Ole Miss student body, youth, and community -Only small % of Ole Miss students attend women’s basketball games -Majority of attendees derive from the iGEN or silent/mature generation -Low-key form of communication sources concerning game dates and times: •LED board on Coliseum Drive •Twitter •Facebook Lack of communication Who are the Lady Rebels? -Are they a winning team? (Wins are very poorly communicated to the Ole Miss and Oxford community) -Show how attending women’s basketball games benefit the Oxford community Lack of success -Would a winning season contribute to the rebranding of the Ole Miss women’s basketball program? • Marketing tactics concerning wins will promote potential attendees -Ole Miss fails to market the awareness of the Ole Miss Women’s sports opposed to men’s athletics • Lack of personalization -Men’s teams seem to be more personalized than women’s teams -Only three students in the attained focus group of twelve were able to identify at least one women’s basketball player • Should these student athletes communicate more efficiently with the student body? -Would this help in terms of connecting students with athletes? -What activities could athletes partake in order to increase the fan base?
- Introduction to the Ole Miss Women’s Basketball program Audience Segmentation: grouping together similar characteristics/attributes of the audience Generational segmentation
- What we wish to achieve Increase in awareness Strengthening our communication with the audience Increase in attendance Acquisition: optimize marketing message to acquire more sales Increase in audience engagement and increase in community and student support - Retention: increase purchases from current consumer base and increase consumer loyalty
- What is the single, most motivating and differentiating thing we can say about the Ole Miss Women’s Basketball program to the target audience to make them act in the desired way? “Uncover your inner Rebel!” Substantiation Key response Brand Voice/Tone/Character Mandatory inclusions
- Focusing upon building on to the pre-established relationships can create WOM advertising for the program Difficult to change perceptions held by the student body More than 20,000 students to reach out to More likely to make a connection with Matures and iGEN Matures -Perceived lack of interest in raising issues or speaking publicly for change -Cautious, conventional, fatalistic -Value security, comfort, and familiarity in environments and activities iGEN -Thrive on positive reinforcement for completed work -Conditioned with a “special” mentality
- Best ways to reach them: Think mobile Instagram/Vine Cross-platform campaigns Go viral: create shareable content Do not underestimate: treat them like adults; play off pop culture trends/phenomenon
- Connor Sellers: 10 years old Lives in Oxford Likes playing baseball Loves hanging out with his friends Plays Wii and Xbox (and he is really good) Has a cell phone that has internet capability Likes to be outdoors Likes to be connected socially Very competitive Has a younger sister, Sarah Sarah Sellers: 7 years old Lives in Oxford Knows all the songs from Frozen Has an American Girl doll Loves to play on her tablet Lost her first tablet at school She is also very competitive, especially when it’s against her brother Does not always like to sit still Loves arts and crafts
- Ole Miss Women’s Basketball Swish Club (Unique to the Ole Miss Women’s Basketball program) Connecting with iGEN on a personal level Emphasis upon exclusivity in membership The Swish Club will have it’s own section at all home games Freedom; independence Ability to socialize with other children they may not know who share similar interests Themed nights for Swish Club members only to participate in - Promotional giveaways such as pompoms, key chains, foam fingers, etc.
- Each Swish Club member will receive their own Swish Club ID card, along with an official Ole Miss Swish Club lanyard
- Forgot your Swish Club ID? The mobile application will obtain a unique QR Code for each member! Subsequent to attending three home games, Swish Club members will receive a free “Uncover Your Inner Rebel!” T-shirt Exclusive to members (others must purchase the T-shirt from the merchandise shop)
- Ole Miss Swish Club Smartphone App Personalization: through player stories, which will include: A picture of each player at age 9-12 years old A short story about each player at that age (i.e. Including stories upon their dreams of playing basketball in college, hopes of one day becoming a part of the Ole Miss family, recognition for their academic abilities, etc.) - Sense of connection with the players; encourages Swish Club members to chase after their dreams when they see the success in hard work and dedication of the players What will the players do to maintain this personal relationship? Visit local schools and read to children in classrooms Visit basketball practices at OPC, local schools, etc. - Participate in local schools’ recess periods/P.E. classes - Hold an exclusive Swish Club members only basketball camp, tryout clinic, etc.
- Exclusivity: money box At select games for Swish Club members only! Money box obtains Swish Bucks that may be applied toward free drinks, candy, etc. at concession stands during games
- Jack Brewer: 70 years old Lives in Oxford Married to Ruth Brewer Children and grandchildren Involved in an antique car club Enjoys golfing Drinks coffee at the IHOP 5 days a week Loves spending time with his grandchildren Loves Ole Miss Still holds a grudge about the mascot change
- Over 15% of Americans are addicted to emaiL
- Print 4 mo. in Invitation Oxford 22 advertisements in the Oxford Eagle 8 Daily Journal advertisements for SEC home games Radio 3 for each home game
- Tell them what you will be talking about (introduction), tell them (development), tell them what you told them (conclusion)