1. Aaron Lanctot Paul Rahig Graeme Sqrague Marissa Brinks Whitney Phoon Women’s Basketball Proposal

2. Mission Statement Reconnect the campus and the youths of the participants through active involvement with the college’s sport organization. With respects to the university’s goal of attaining an exceptional level of higher education. Fundamental Values: Athletes must be students Reflect the values of the university

3. Core Ideology Creating the need to affiliate in events of healthy competition, the students will have the opportunity to fulfill the social and many similar aspects of higher education. Title 9: Sports benefits those who precede or embrace the learning that are valued by higher education Proven studies have shown that active participant of the sport show growth in: Leadership, work ethics, team values, and time management

4. Target Market Within the university Non users-light users In coming freshmen Current freshmen Community Non users –Heavy users Established families Community schools grades 6-12 Families Younger children

5. Target Market cont. Aim at light/non users to drive up the escalator to become heavy users Light/non users are the easiest to target because they don’t have a bad consumer perception on the product already Light users are heavily motivated by promos

6. Freshmen New beginnings Young and Single Demographics: Low Income, Highly diverse, renters, full time students, and part time workers Lifestyle Traits: Read comics and entertainment magazines, watch MTV and Maury, fans of sports Prizm>Market Segmentation Tool

7. Market Segment Factors Freshmen Identifiable Track within the campus Accessible Majority of the time will be performing activities within the campus Responsiveness Public relations and promotional awareness will lead to product benefit Due to efforts to create a need or want Make it a FUN, social event

8. Families of the Community Kids & Cul-de-sacs Established families Demographic Traits: Suburban, Mid-high Incomes, professionals, ethnically diverse, and are home owners Lifestyle Traits: Read parenting books and magazines, watch the Disney Channel, take family trips, and drive luxurious family cars Prizm>Market Segmentation Tool

9. Target Market Factors Community Theory of Reasoned Action Identifiable Camps and school organizations Accessibility Around the campus ResponsivenessInteractive families will pursue games to socialize and connect with their kids Kids will benefit because they have relatable interests to the sport or will be able to participate in an enjoyable environment

10. Strengths Ranked #22 in WBCA Division II Winning Record Star player: Briauna Taylor GVSU named for winning sport teams

11. Weaknesses High School type sports arena Poor attendance to games No diehard fans Game Days On Week Days

12. Opportunities Incentives and promotions to attend games through various bars and restaurants Sponsorships and donations Additional revenue used to increase public awareness Target Youth Organizations and freshmen college students Economic Recession

13. Threats Competition from other GVSU sports 25% of the students that took the women’s basketball survey would rather watch another sport than attend the women’s basketball games Opportunity costs A survey taken by students has shown that 37.5% prefer socializing with friends at bars and parties.

14. Strategies Develop a need recognition among the GVSU community to attend games through a series of incentives and a growth in public relations Decision making process Product extensions ‘AIDA’ approach

15. Strategies… Introduce the women’s basketball team to the younger population Involvement can take place earlier among the student body Awareness can extend out to the community

16. Reasons for Strategy Poor brand equity Survey shows that over half of the student body isn’t interested in becoming fans of the team Lack of awareness 67.9% of student aren’t even aware of the women’s schedule Need for stronger brand image

17. Pattern results for Strategy Strong brand association  Strong brand loyaltySocializationInvolvement CommitmentRepeated Users

18. Create a strong camaraderie between the residence outside of the GVSU campuses and the Women’s Basketball Team. Objective #1

19. Target Audience Community members located in Kent and Ottawa County. Specifically: Families Girls in Grades 4th-12th Local High Schools

20. Tactics Jr. Pro Program 3-on-3 Basketball Tournament Summer Team Camp

21. Tactic 1 Jr. Pro Program Target Audience Fourth and Fifth Grade Girls in Local Elementary Schools Interested in Basketball “Family Day”

22. Tactic 1- 5 P’S Product: Jr. Pro Program Coached by Members of the GVSU Women’s Basketball Team Place: GVSU Fieldhouse Price: $10.00/participant Promotion: Members of the team go to local Elementary schools to promote program—flyers in local businesses Public Relations: News Release to GR Press about Event with all the details.

23. Tactic 2 3-on-3 Women’s Basketball Tournament Hosted by GVSU Women’s Basketball Team Target Audience Middle Schoolers (Sixth-Eighth grade) High Schoolers (Ninth-Twelfth grade) Interested in Playing Basketball Three Groups Winners Play 3 members of the GVSU Women’s Team

24. Tactic 2 - 5 P’s Product: 3-on-3 Basketball Tournament Hosted by GVSU Women’s Basketball Team Place: GVSU Field House Price: $20/team Promotions: Flyers brought to area Middle/High Schools. Details in the GR Press Public Relations: News Release about Event; News Article after the event took place

25. Tactic 3 Summer Varsity Team Camps hosted by the Women’s Basketball Team Target Audience High School Women’s Varsity Basketball Teams Local and Out-of-State Interested in improving basketball skills Tactic Information: GVSU Water Bottles and T-shirts given to each team member Recruitment Opportunities

26. Tactic 3 - 5 P’s Product: Summer Team Camp hosted by GVSU Women’s Basketball Team Place: Grand Valley State University Price: Need to talk to Housing Administration and Athletic Department to set price:2 different prices Promotions: Brochures sent to high schools—Information on the website Public Relations: News Release about event; feature about the success of the GVSU Women’s Basketball Team

27. Evaluating the Success of the Tactics Tactic 1: Jr. Pro Program: Number of girls that signed up for the program 75-100 girls Number of Tickets brought in from Family Day Tactic 2: 3-on-3 Tournament: Based on Number of teams that register for the 3-on-3 basketball tournament 25 teams Tactic 3: Summer Team Camp: Number of teams that attend the camp 10 registered teams

28. Positive Aspects of Objective 1 Creates strong relationships between community members and team members. Do—Feel—Learn Build Brand Equity within community Brand Equity=Brand Loyalty Generate Laker fans from an early age. “Grass Root” Concept Possibly Obtain more Sponsors

29. Objective 1 Budget Cost needs to be determined by several departments at GVSU.

30. Creating the Need Objective 2

31. Target Audience Freshman Students 4,000+ Sophomore Students 4,000+ Transfer Students

32. Tactics Laker Nation “Freshmanville” Rallies and Visits Electronic Media Board Along North Campus Dr.

33. Tactic 1- Laker Nation Target Audience: Freshman Sophomores Juniors Seniors Need a “Cameron Crazies” feel T-Shirts Find a group of young students who want to the privilege of starting the brand new “Laker Nation”.

34. 5 P’s of Tactic 1 Product: Laker Nation Place: The Fieldhouse Price: $30 Season-long Fee Promotion: Flyers up all around the Freshman dorms Public Relations: Word of mouth among students, and students wear the T-shirt they get.

35. Tactic 2 – Dorm Visits/Rallies “Freshmanville” Rallies and Visits Target Market Freshman Sophomores Whoever lives in dorms “If they meet you, they will come.” Hold meet and greets with the players. If a student feels like they make a personal connection, higher chance of coming to games.

36. 5 P’s of Tactic 2 Product: Meeting the Women’s Basketball Team Place: GVSU Dorms Price: FREE Promotions: This event is a promotion. We need to create a feeling of want between the students and team. Public Relations: Flyers along dorm walls, word of mouth among players and students.

37. Tactic 3 - Electronic Media Board More of a long-term project Depends on what GVSU does with the outdated Fieldhouse Many advantages Gives “Big School” Feel Able to put up more than just sporting announcements Advertisements Chunk of cost can be equaled out by advertisements Can put the board on North Campus Dr. due to the amount of foot/auto traffic. Better tactic than putting up flyers around campus – looks unprofessional http://www.ledauthority.com/Color%20LED%20Message%20Centers.htm

38. 5 P’s of Tactic 3 Product: Electronic Media Board Place: GVSU Campus in front of Fieldhouse along North Campus Dr. Price: TBD Promotion: Gives the campus times of events and other activities Public Relations: Good place for advertising, especially for local companies in Allendale and Standale

39. Budget

40. Continue moving consumers up the “Escalator” to create a loyal, repeat fan-base. Objective 3

41. Target Audience Allendale Community: In particular, those living in close proximity of campus Mainly: Freshman and Sophomore sports enthusiasts, looking to be involved Alumni, living in West Michigan.

42. Tactics Use of Direct mail of schedules to Alumni in West Michigan Use a form of direct selling, while making appearances in the community Use “Great Lakers” card to encourage frequent users, and discourage defectors

43. “Direct Selling” Allendale Community Appearances Selling product of GVSU Women’s Hoops team and its’ members Goal: to identify customers, access the market, and have them respond! Quality: How well team is performing Strength of Talent, Personalities on team Quantity: How many games they are interested in attending (in association with our rewards program) Time: The close proximity of Allendale to the GVSU campus should help sell the idea that there is time to attend games Cost: Gas to get to the game and the small ticket price for attending

44. Tactic 1 - 5 P’s Product: GVSU Women’s Team & Members Place: Popular Allendale Locations (Peppino’sBrewstirs, Jimmy Johns Family Fare) Price: Time to come out and be a part of the promotion Promotion: A few members of the team go to locations and meet fans, locals, and socialize in the process. Public Relations: Announcements on local radio and at Brick and Mortar stores of upcoming events.

45. Direct Mail - Telemarket Target Audience Alumni. Why? Influence of Alumni in major programs, in all sports. Ease of Access of Alumni Information Essentially a type of ticket purchaser Source: Grand Valley (comparable to corporate)

46. Tactic 2 - 5 P’s Product: Women’s Basketball Team Place: Grand Valley State University Price: Driving, and ticket price Promotions: Direct mail sent to Alumni of West Michigan Public Relations: Word of mouth amongst Alumni and friends.

47. Tactic 3 GVSU prints deals on the back of football tickets; “Great Lakers” rewards program Students don’t see through the completion of games; ID to be scanned, Point based system. Market non-sports products through a sport.

48. Tactic 3 - 5 P’s Product: Great Lakers rewards program Place: GVSU Campus Price: Free to enter into membership Promotions: Reward programs e-mails, brochures, etc. Public Relations: News release of program and it’s benefits

49. Budget Analysis Use ALL revenue to pay for local catering, as well as rewards program giveaways.

50. Conclusion Over time, with the increase of student and community attendance, the games will become an important social event for the university. We will create a lasting emotional bond between the Students, Community, Alumni, and the Women’s basketball team. Hope to encourage light users and aware consumers to move up the escalator, and ultimately reach heavy user status. Commitment will be formed