CONSULTANTS

SECONDARY RESEARCH
information on the issue of low student attendance at collegiate level games. To provide
us further information we selected a literature analysis, benchmarking, and a social
media audit. To begin our secondary research we created a literature review. Our entire
literature review can be found in Appendix D.
Next we completed benchmarking. Our full benchmarking information can be
found in Appendix E. The main information found from benchmarking is that schools
around the country are using halftime entertainment as a way to keep students at
athletic events for the entirety of the event. Also this portion showed that the way
schools market to students versus people in the community differs greatly. It shows that
things such as food prices and admission prices matter more to students than those
within in the community. It also shows that students want to be engaged in halftime
activities and by doing so it heightens the game day experience.
Finally, we conducted a social media audit after hearing concerns from students
about social media accounts. The social media audit is purposive sampling. To gather
information we looked at the social media accounts that USD athletics has on Twitter,
Facebook, and Instagram. We located the social media accounts through search terms
such as, “USD Athletics” and “University of South Dakota Athletics”. The most important
Twitter accounts (@SDCoyotes and @CoyoteCrazies), the Facebook accounts need to be
updated, the lack of engagement on the pages displays a lack of school spirit and lack
of interest on Facebook, and we discovered there was no Instagram account for USD
athletics.
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