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- 1. UF Women’s Basketball Witt & Co. Alexandra Witt Lauren Herstik Chelsea Caracciolo Taylor Smith Maria Galindo Laura Guzman “Be a True Gator”
- 2. SWOT STRENGTHS OPPORTUNITIES Games are FREE Industry Attendance Increasing Consecutive Post-Season Appearances Large Potential Market WEAKNESSES THREATS Declining UF WBB Attendance Alternative Activities Indifferent Attitudes Obligations Lack of Schedule Awareness
- 3. MARKETING Objective: Increase student attendance by 30%. TARGET MARKET Female Freshman Living on-campus
- 4. POSITIONING To female underclassmen living on campus, ages 18- 20, who want to fill their time with economical and social activity. UF WBB is a source of fun and free entertainment that provides UF students with a strong sense of Gator Pride because it delivers an intimate experience with the Gators. “BE A TRUE GATOR”
- 5. MARKETING STRATEGY COMMUNICATIONS OBJECTIVES: BROADEN STUDENT ENGAGEMENT EMPOWER LEADERSHIP ADVANCE COMMUNICATIONS TRANSFORM MINDSET AND ATTITUDES
- 6. BROADEN STUDENT ENGAGEMENT PROVIDE INCENTIVES Promotional Items and Rowdy Reptile Points
- 7. BROADEN STUDENT ENGAGEMENT COMPETITIONS Daily 100 contest Partner with organizations who can incorporate WBB into their larger competitions “True Gator” dorm video competition About being a “True Gator Web App Forces students to learn about and interact with WBB Winners get $100 Dance Marathon Spirit Points Greek Life Function Points Blood Drives Incorporates WBB in some way Winning video gets shown at half-time at FL/GA game Students from winning dorm who attend game get free pizza
- 8. BROADEN STUDENT ENGAGEMENT HALF-TIME SHOWS Entertainment for the Gator Nation by the Gator Nation Local Talent David Ferman UF Improv and/or comedy Student Organizations with a large following Theatre Strike Force Sabor Latin Dance Team
- 9. EMPOWER LEADERSHIP GET INVOLVED Provide a Leadership Presence On Campus Community Service Projects Host Events Special Basketball Tournament Get on the News Flyering Campus-Wide Events Have team members engage with campus life Dance Marathon Team March for Babies Relay For Life Gator Nights
- 10. ADVANCE COMMUNICATIONS CREATE PAGES YouTube Facebook/Twitter “UF Women’s Basketball” FB page Top Game Recaps Start using UF WBB Twitter page as promotional tool Funny/Parody Videos Have Twitter handle posted: On Promo Items On Programs On the Scoreboard!
- 11. ADVANCE COMMUNICATIONS BUILD PRESENCE Increase Likes and Followers Get Social Media Manager Partner With Other Organizations Become More Likable Constant Updates Philanthropies Incorporate UF MBB Interns Donation in exchange for likes/followers based on promotion Create Music Video Social Media Marketing is FREE
- 12. ADVANCE COMMUNICATIONS TABLING AND PARNERING Connect With Intended Audience Set up a table with computers/iPads and promotional items Partner with organizations and philanthropies Promo item in exchange for likes and follows Donations in exchange for likes and follows Proof Before Exchange Free social media marketing
- 13. TRANSFORM MINDSETS AND ATTITUDES TEAM SCHEDULE AWARENESS Make students aware of game schedule to avoid indifferent attitudes Among Dorm Life IRHA email blasts Among All Students Flyering on campus during busy class hours 10 cent mailers to put in dorm mailboxes Chalking all around campus Posters on dorm bulletin boards Chalking outside dorms
- 14. Witt & Co.
Notes de l'éditeur
- By the end of the 2012-2013 season, our overall marketing objective is to increase student attendance by 30% from last year’s average. Last year, as you know, the average attendance was an average of 1,245. For this year, the 30% increase averages to about 1,620 increase for the season. Our campaign has a primary target market of female freshman who live on campus, and who is interested in going to social events with friends. Although, our campaign will potentially reach a much wider target, our main focus is this type of student because they are most likely to attend a women’s basketball game.
- For the T in our BEAT strategy, we want to transform mindsets and attitudes. This means building awareness of the game schedule. Although this is the last part of our BEAT strategy, this is something that should be one of the first objectives done. In order to get the schedule out to the target market, we propose that the Dorms are heavily targeted with e-mails through the main IRHA server, which is the on-campus dorm e-mail putting .10 mailers in dorm mailboxes this would look similar to the flyers and would just have the game schedule on it. Putting up posters that have the message “Be a True Gator” through out the dorms bulletin boards And lastly, before every home game, have chalking around/near the dorms reminding students to head towards the O-Dome tonight to experience what being a true gator is all about. Although we plan to have a heavier presence near dorms, we propose that the bulletin board flyers be put through out campus as well as chalking in heavy traffic areas such as Weimer hall, Reitz and Turlington.