University of Michigan Sport Management: Sport and the Consumer

2. MGOPRO COMBINE: QUICK HITS
• Student event
• Modeled after NFL Combine
• Includes skills challenges
• Involves all Kinesiology departments
• Charitable component

3. EVENT SYNOPSIS
• Who?
• What?
• Where?
• When?
• Why?

4. TARGET MARKET
• Health-conscious students
• Sports fans – specifically NFL
• Male and female
21%
• IM Sports participants
No Yes
79%

5. KINESIOLOGY INVOLVEMENT
• Sport Management
• Event planning, Wonderlic testing
• Movement Science
• Physical tests, exercise consultations
• Athletic training
• Participant care
• Physical Education
• Exercise consultations, skills challenges

6. MGOPRO COMBINE EVENTS
• Physical testing
• Skills challenges
• Wonderlic testing
• Personal workout consultations

7. PHYSICAL TESTING
• Conducted by Move Sci Students
• Tests:
• 40-yard dash
• Bench press
• Vertical jump
• Broad jump
• 20-yard shuttle
• 60-yard shuttle

8. PARTICIPATION DATA
# Question Will Not Unlikely to Undecided Likely to Will Mean
Participate Participate Participate Participate
1 40-yd Dash 7 9 6 35 43 3.98
2 Bench Press 19 13 35 22 12 2.95
3 Vertical Jump 7 7 10 30 47 4.02
4 Broad Jump 6 10 13 48 24 3.73
5 20-yd Shuttle 8 10 21 43 19 3.54
6 3 cone drill 7 15 30 34 15 3.35
7 60-yd Shuttle 8 12 25 39 16 3.43

9. SKILLS CHALLENGES
• Conducted by Physical Education students
• Events:
• Quarterback competition
• Field goal kicking
• Wide receiver “hands challenge”
• Obstacle course

10. OBSTACLE
COURSE
EXAMPLES

11. PARTICIPATION DATA
# Question Will Not Unlikely to Undecided Likely to Will Mean
Participate Participate Participate Participate
1 Quarterback 10 17 12 50 12 3.37
Competition
2 Kicking 9 14 24 41 13 3.35
Competition
3 Wide Receiver 9 12 18 38 24 3.55
"Hands" Challenge
4 Obstacle Course 6 7 4 44 40 4.04

12. WHEN?
• September 2013
• Highest student involvement
• Students are in best shape
• Prior to IM football season

13. WHERE?
• Glick Fieldhouse,
ideally
• Oosterbaan, if
necessary
• School of
Kinesiology
relationship with
Athletic
Department and
IM Sports

14. WHY DO THIS?
• Fun, creative, interactive way for Kinesiology to build
its brand
• Emphasizes physical fitness
• Test yourself
• NFL Combine popularity

15. NFL COMBINE POPULARITY
NFL Combine Sets Viewership Record
• “Seven hours of coverage of the 2012 NFL Combineearned 450,000
viewers on NFL Network Sunday afternoon, up 11% from last year
(406k), up 62% from 2010 (277k), and the most-viewed NFL
Combine telecast ever.”
• “For the second consecutive year, more than 6.5 million viewers
tuned in to NFL Network’s exclusive coverage of the 2012 NFL
Scouting Combine.”
• “The audience on the NFL’s digital media properties including
NFL.com, NFL Mobile, and other mobile outlets jumped 37% for full
Combine coverage with unique users from Sunday’s workout
coverage spiking 39%.”
Via Fangs Bites – http://fangsbites.com/2012/03/nfl-scouting-combine-gets-another-big-viewing-audience/

16. CHARITABLE COMPONENT
• $15 participation fee
• Participants receive shirt
• $5 entrance fee, for non-
participants
• Proceeds go to Mott Children
Hospital

17. SURVEY DATA
• Survey Location
• Types of Questions
• Demographics
• Hypotheses

18. SURVEY LOCATIONS
• CCRB
• IMSB
• Intramural Games
• Mitchell Field
• Elbel Field

19. TYPES OF QUESTIONS
• Past Involvement
• Current Involvement
• Knowledge of NFL Combine
• Personal Feelings

20. DEMOGRAPHICS
• Gender
• 71 Males
• 31 Females
• Year

21. DEMOGRAPHICS
• School/College

22. HYPOTHESES
• Participants would be more inclined to
participate based on personal rather than
social benefits
• Participants would be more inclined to
participate for “fun” rather than “competition”

23. HYPOTHESIS 1
Participants would be more inclined to participate based on
personal rather than social benefits

24. HYPOTHESIS 2
Participants would be more inclined to participate for “fun”
rather than “competition”

25. CLASS CONCEPTS: HIERARCHY OF NEEDS
Charitable
Competition/Results
Social Aspect
Health & Fitness

26. CLASS CONCEPTS: IDENTITY
Identity
Compare Myself
Test Myself
Personal Social
Sounds Like Fun
Social Benefits
Physical Psychological
Personal Benefits
0% 20% 40% 60% 80% 100%
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree

27. MARKETING PLAN
• Targeting students
• Active
• Appeal to Gen Y
• Online
• Social Media
• Quick Information
• Highlight certain events
• Obstacle course
• 40-yard dash
• Vertical Jump

28. WEBSITE
• Central place to get information
• What
• When
• Where
• Registration
• Links to Mott and Kinesiology websites

29. SOCIAL MEDIA
• Facebook
• Twitter
• Live tweet during event
• #MGoPro
• Basic event information
• Registration information

30. T
W
I
T
T
E
R

31. PROMOTIONAL VIDEO
• Show at Michigan sporting
events
• Basketball
• Hockey
• Football
• MGoBlue.com

32. FLYERING
• Around Campus
§ CCRB
§ IM Building
§ NCRB
§ South Campus

33. ANY Q U E S T I O N S ?