Marketing Project Fall 2015

Restoring
Enthusiasm
A University of Northern Colorado Athletic Experience
Bears United Baile Winslow-Team Lead Wins6716@bears.unco.edu

Table of Contents
I. Transmittal Letter..................................................................................... 2
II. Executive Summary.................................................................................. 3
III. Background: Athletic Department ........................................................... 3
Mission Statement
Vision Statement
Current Weaknesses
Current Strategies
IV. Current Issues: Student Body................................................................... 5
Focus Group Findings
Survey Analysis
V. Marketing ............................................................................................... 10
Market Segmentation
Short Term Strategy and Implementation
(Opportunities)
Long Term Strategy
In Conclusion

RESTORING ENTHUSIASM - NOVEMBER 2015 BEARS UNITED WINS6716@BEAR.UNCO.EDU2
Transmittal Letter
Bears United
800 17th
Street
Greeley, CO 80631
Dear Leslie Masterpaul,
Attached is the Fall 2015 report regarding analysis related to student involvement and attendance at the
University of Northern Colorado (UNC).
The purpose of our research was to identify what the underlying issues are in terms of attracting students
to athletic events and comprehending the marketing methodologies that are used by UNC. Our research
has exemplified the strengths that the university has successfully capitalized on when marketing athletic
events in recent years and how the university could bridge gaps for more efficient marketing presence
among the student population.
We have gathered extensive information about UNC’s student attendance at sporting events in
comparison to other NCAA Division I collegiate athletics and furthermore the differences of their sporting
events in contrast to ours. With our findings, we have formulated recommendations that would increase
student attendance.
It should be considered that the marketing efforts put forth by UNC have been noted, and with
repositioning will likely be effective in the future. However, we have identified several issues that need to
be addressed:
 Advertising and Promotions
 Financial Support and Donor Relations
 Culture revitalization
Bears United has researched various marketing strategies that other Division I schools use in order to get
students to attend athletic events. In addition research was conducted through student surveys and the
use of a focus group.
We would like to acknowledge the assistance from University athletic departments of Northern Colorado,
Colorado State, the University of Colorado, Northern Arizona University, and Montana State. These
universities were considered because they share membership in the Big Sky Conference or relative
geographical location with the University of Northern Colorado.
Best Regards,
Baile Winslow
Team Lead
12 November 2015

Executive Summary
Bears United was asked by the University of Northern Colorado to target the student
body and create recommendations that would encourage them to attend and enjoy
athletic events. We used primary and secondary forms of research as well as qualitative
and quantitative data and information to determine our suggestions. We first focused
on current strategies that athletic department is using to target students. Next, we used
secondary quantitative data from the National Association of Collegiate Marketing
Administration, a nationwide survey conducted in 2014. We set up a focus group to ask
students specific questions about their experience at athletic events. Finally, after taking
all of our research into careful consideration, we developed short term strategies that
can be implemented immediately as well as long term strategies for the future
involvement of the student body in athletic events. Our belief is that with the careful
consideration of the suggestions provided, the culture of the university will be
embraced to its fullest potential.
Background: Athletic Department
The athletic department at the University of Northern Colorado is currently experiencing
difficulty persuading the student body to attend athletic events. As a NCAA Division I
university, it is discouraging to student athletes that there are limited numbers of students
supporting the events.
Mission Statement
The University of Northern Colorado Department of Athletics embraces the
Universities mission and exemplifies BEAR PRIDE by acting with integrity and
displaying accountability while passionately striving for excellence and
inclusivity in the classroom, on the playing field and in the community.
Vision Statement
Building Champions for life through the creation of the student-athlete
experience.

Current Weaknesses
The lack of tradition campus wide has created an issue with students wanting
to participate in the UNC athletic community. The Homecoming Court was
dropped in 2015 and was replaced with the High Bridge Society, many
students were not aware of this change. The bonfire Friday before the
football game, is one Homecoming tradition that has never been developed,
because students in charge of the event graduate. According to Leslie
Masterpaul, Director of Marketing at UNC, the event has the potential to be
an exciting part of Homecoming tradition.
Another issue the athletic department is currently struggling with is Scanner
data. It is hard for the athletic department to access this valuable information
which contains who is going to games and how to contact these students.
This is important because the athletic department is not given any contact
information for the student body, except for this scanner data.
At the end of the 2014-2015 season there was a decrease in donor support.
In an interview done with Jenny Shoop, Director of Development at UNC, she
noted that people who donate to specific sports receive different treatment
than other donors. This is because the Blue and Gold Club is divided into
separate departments segmented by sport. Some of the relationships
between the athletic department and supporters have been broken over the
years, leading to UNC being the lowest funded Division I program in
Colorado and one of the lowest within the Big Sky Conference. The graph
below compares where UNC stands with Northern Arizona University,
Montana State, Colorado State, and the University of Colorado.
13,000,000 15,200,000
18,700,000
38,700,000
64,200,000
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
UNC NAU Montana St. CSU CU
Financial Overview
Revenue

Current Strategies
Advertisement (Promotion)
 West Campus targeting all types of students
 Free Food
 Flyers
Free Student Tailgate before football games
 Student Tailgate Sponsor of the Game brings food
 Some encouragement for student groups to attend
Giveaways during game
 Soccer: season long drawing, winners chosen at each game and are
entered into the drawing for TV
 Drawing for prizes at basketball and football games
 Free t-shirts donated by sponsors
Current Issues: Student Body
Focus Group Findings
On Thursday, November 5, 2015, Bears United conducted a focus group
consisting of twelve people to discuss issues of attendance at UNC athletic
events. The students gathered in Kepner Hall from 7:00 – 7:30 pm and the
conversation was recorded with participant permission. The following
information consists of the main takeaways from the discussion.
8/12 participants said that they had attended less than two athletic
events over the course of their college career. Most students furthermore
agreed that the student population as a whole seems generally uninterested
in supporting athletics.
According to focus group participants, “lack of awareness”
is to blame for low attendance.

One student expressed that he felt like there was an “absence of
school spirit and overall PRIDE for
collegiate athletics.” Other students added onto that
comment by saying that some sporting events have better student sections
than others. For example, it was stated that the basketball games have a
better student section compared to the football games. The group said that
building a better student section would attract
more students and help to get everyone more engaged with the
game.
Another student explained that “the LARGER the fan
base, the more the team is going to want
to perform better for their fan base.” A large
student section that seems excited about what’s going on in the game and
supportive of the players on the team could lead to a more successful
record.
One hundred percent of the focus group members agreed that they would
be more willing to go to a sporting event if the team had a winning record.
The students explained that most of the people that do attend the games at
UNC leave after a time span of 20 to 30 minutes
because they don’t have confidence that the team will win. Consequently,
they don’t feel the need to stay and support the team.
The last issue that was discussed was the belief that the fields and
stadiums need to be updated in order provide more
comfortable and cosmetically attractive amenities for students. In addition,
they also need to update their technology in order to accept Bear Bucks or
credit/debit cards for concessions at the games.

Survey Analysis
In our meeting with Leslie Masterpaul on Wednesday, October 28, 2015 we
discussed the student body’s attendance at athletic events and discussed the
2014 nationwide survey that was conducted by The University of Oregon,
Warsaw Sports Marketing Center regarding student body attendance at
sporting events. We were able to review the results and see what had been
concluded from the survey. There were 18,876 responses from the
completed survey.
Participants
The survey focused mostly on football and men’s basketball games. Football
was concluded to be the favored sport and just under half of overall
respondents attended more than five home games. Men’s basketball had the
second highest attendance rate with one fourth of respondents attending
more than half of the home games. These figures were not in line with the
findings of our focus group who attended less than two sporting events. It
was concluded that 81% of students attended at least ONE live
game at UNC.
20%
20%
20%
20%
10%
Freshmen Sophomores
Juniors Seniors
Graduate
54%
46%
Female Male

*graphs provided by the University of Oregon, Warsaw Sports Marketing Program
Keeping in line with the results of our focus group, data showed that 24%
of students say they leave BEFORE 75% of the
game is COMPLETE. The best incentives that encouraged people to
stay for the entire game were free t-shirts at the end of the game and post-
game parties. Little support from donors and sponsors currently hinders
UNC from being able to fund these incentives.

Marketing
Market Segmentation
There are 12,084 students who attend UNC (see “Student
Population”). Current marketing efforts made by the athletic
department are aimed to target each type of student on
campus. Part of the campus wide mission statement is that
UNC will be “Engaging in efforts designed to recruit diverse
faculty and students; enhance [their] cultural competence and
infuse diversity into the curriculum.” For a university which
actively promotes diversity, these current strategies are not in
line with the mission statement. Current strategies do not
target any student, let alone, the entire student body. With
the primary and secondary research done by Bears United, we have come up with both long term and
short term solutions to reach many different areas of the potential market segment. These solutions not
only are aimed to students, but are also aimed at financial supporters of the university. Without strong
donor relationships, the athletic department cannot create a dynamic athletic experience for both athletes
and the community as a whole.
Short Term Strategy and Implementation (Opportunities)
Advertising on campus (Place & Promotion)
There must be a greater presence on central campus to target
upperclassmen, especially business students who spend the majority of their
time on the north-east side of campus. This will allow for current advertising
promotions to be more diversified than they currently are. Notifying
upperclassmen and business students in addition to the current promotional
efforts taking place on west campus will allow for a greater range of
awareness.
Game Experience (Product)
Targeting student groups as a developing market segment is something that
can be done before greater donor support is acquired. During athletic games
a “Featured Student Group of the Game” could be recognized. This would
encourage clubs to come to the game as a social experience. This type of
targeting could also be done to encourage on campus clubs and activities to
participate in the student tailgate.
23%
16%
16%
24%
1%
20%
Student Population
Freshman Sophomores
Juniors Seniors
Non-Degree Graduate

Another more individualized approach is to have a “Fan of the Game.”
Coming directly from the student section, this fan will receive a prize for he
or she being the most spirited student. This will incentivize students to come
to games because a prize is able to be earned. The current approach the
athletic department requires students to be lucky in order to receive an
incentive. Bears United recommends the “Fan of the Game” approach to
encourage students to participate fully in the game in order to be
incentivized.
Finally, college students get excited over any kind of promotional events but
they are especially excited when they involve anything free and anything
with beer. At the University of Northern Arizona students receive drawstring
backpacks, water bottles, snapbacks, and sunglasses for going to games.
Instead of always handing out free t-shirts, UNC could hand out any one of
these items, making sure they are limited to students only. Because there is
no current agreement with a particular beer distributor, students could pay
$5 to drink a designated amount of the “beer of the game” from a local
microbrewery in Greeley. Not only would this excite the fan base to attend
games, but it would also promote the brewery of the game.
Long Term Strategy
Donor Relationship Management
The first long term goal we would recommend is to unite the Blue and Gold
Club. This would allow for donors to be treated equally because there would
be one pool for donations. The athletic department would ultimately decide
where the money is needed, but donors could still be specific with their
donation.
In order to continue rebuilding the relationship with donors, we propose the
first annual “Bear Down Brunch.” This is where student athletes would
personally interact with donors and develop a relationship with them during
a breakfast atmosphere. Creating a positive relationship with supporters, will
lead to a more loyal donor community.
A growing relationship with donors will help for future funding of facilities.
As we discovered conducting our focus group, students would be more apt
to go to athletic events if every facility was more ascetically attractive as well

as technology being more up to date. By emphasizing donor relations now,
the university can prepare financially for the future and growth of student
support of athletic programs.
Undergraduate “Bear Den”
Fifteen undergraduate students promote “the dynamic student athlete
experience” by engaging the student body and participating in events that
encourage a university wide fan base.
The University of Minnesota Duluth started this program after students saw a
need for greater attendance at athletic events. The “Dawg House” was
organized by the president and was run entirely independently of the
athletic department. The student group worked alongside the marketing
team and received promotional schedules for what was planned at each
game. This way the “Dawg House” could coordinate participants in the
events. The committee also created game themes and provided valuable
ideas to the marketing department. Because the group was student lead,
they could be a good representation of what the target market’s needs were.
At UNC this group would be named the “Bear Den”. This would group would
be able to target the students who become uninterested in the game after
20-30 minutes and would help encourage them to stay for the duration of
the game. The “Bear Den” would also pick the Fan of the Game, as well as
interacting with the Featured Student Group. This group would re-establish
UNC tradition and work to develop new traditions centered on university
wide culture.
In Conclusion
Overall, our research showed us that there is a disconnect between current marketing
efforts of the athletic department and student body response. Students would like to
see changes made to facilities, more awareness of athletic events, better incentives, and
a more connected student fan base. Finally, we developed short and long term
strategies. The short term suggested solutions will give the university immediate
strategies to start the engagement of students in athletic events. The long term
solutions that were suggested will create a more desirable donor environment and

game atmosphere. With the implementation of these recommendations, Bears United is
optimistic that the university will be able to develop an impactful and lasting culture.

Marketing Project Fall 2015

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