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Objective #1 Increase the University of South Dakota’s student attendance to football and men’s and women’s basketball games by 25% during the 2015-2016 academic year. The main goal for the USD Athletic Department is to increase the overall student attendance to football and men’s and women’s basketball. To achieve this overall goal our other objectives, which include new marketing efforts, new activities, and a new ticket distribution process, are important in increasing student attendance. This goal also includes the high attendance for the Dakota Days and SDSU rival games. Therefore it is important for the Athletic Department to get students to attend other games and more frequently. Objective #2 Increase interaction among the followers by 25% by May 2016 To reach our main goal it is important to improve the social media presence of USD Athletics. After conducting the social media audit it is clear the pages lack interaction so it is important for the new social media pages to interact with the followers. As stated prior, it is important for a brand to engage with their consumer. The consumer bases most decisions on his/her emotions, therefore if the University responds to a student’s tweet he/she will be more likely to attend a game. To achieve this goal, new engaging content needs to be presented. An example of the engaging content is: “It’s #GameDay tomorrow ‘yotes! What’s your favorite part of #CoyoteGameDay?” The use of a hashtag will be important to keep students engaged with the content and users can search the hashtag and see what other users are saying. In addition to new engaging content, we would like to see interaction daily from the accounts, with at least three replies a day. The replies could be as simple as replying to a photo from game day and commenting, “Looks like you had a fun #CoyoteGameDay!” In order to measure this objective the social media accounts will be tracked to see if the interaction among the followers increases to a minimum of three replies per day and have at least three engaging posts a week 32
Objective #3 Increase the overall amount of follows/like by 25% by May 2016. We discovered in our focus group students did not like that the USD Athletics Department had multiple pages. The students wanted a page with all the sports content without having to follow multiple pages. We then found through our social media audit that the USD Athletic Department did have one social media page that was dedicated to all the sports and had all the desired content from the students. To achieve the goal of increase the overall amount of follows/likes we believe it is necessary for the Athletics Department to delete all the individual sports social media pages and use one page with all the sports information. By only having one page with all the sports information it will one account with all the information. To measure this goal we will track the amount of look at is @SDCoyotes on Twitter and South Dakota Coyotes Athletics on Facebook. Objective #4 Increase USD student knowledge about the paw points program by 50% by May 2016. Currently not many USD students are aware of the paw points program, therefore the marketing for paw points needs to be improved. The program began in the fall 2014, and the marketing efforts were not strong. By improving the marketing efforts it will increase the student’s knowledge of the program, thus our goal of increasing the knowledge by 50% is attainable since it is not well known due to lack of marketing upon the beginning of the program. To measure this goal is to see if new students participated, more points are earned by the students, and all the prizes are picked up in a timely way. Objective #5 Increase student participation at USD football games by 50% by December 2015. During football games students just stand in the bleachers and watch the game, there is no effort to get them involved and keep their energy up. By including activities that will require student participation it will keep the energy level of the students up and it will keep students at the game longer. It is important to get students to the game but it is equally important to make sure they stay until the end of the game and have a positive experience while attending. Measuring this goal is simple; include at least one activity for students to engage in per game. It is possible that USD Athletics may want to write down the names of the students participating to ensure that some students do not play more than other students. 33
Page 1 and 2: University of South Dakota Athletic
Page 3 and 4: TABLE OF CONTENTS Executive Summary
Page 5 and 6: EXECUTIVE SUMMARY This campaign cre
Page 7 and 8: COMPANY ANALYSIS The University of
Page 9 and 10: USD athletics’ communication syst
Page 11 and 12: SECONDARY RESEARCH information on
Page 13 and 14: Identifying Consumer Needs, Wants,
Page 15 and 16: this demographic is that they are p
Page 17 and 18: Tradition is an important part abou
Page 19 and 20: Students ranked pregame events high
Page 21 and 22: PROBLEMS Communication about the g
Page 23 and 24: The Lack of an Engaging Social Medi
Page 25 and 26: More Interaction with the Students
Page 27 and 28: TARGET MARKET PROFILES 27
Page 29 and 30: PERSONA #2 Name: Hailey Age: 19 Gen
Page 31: OBJECTIVES 31
Page 35 and 36: BUDGET 35
Page 37 and 38: Aug Sept Oct Nov Dec Jan Feb Mar $0
Page 39 and 40: MARKETING COMMUNICATIONS STRATEGY O
Page 41 and 42: ADVERTISING STRATEGY 41
Page 43 and 44: MEDIA STRATEGY It was a common fact
Page 45 and 46: the app lets us know. So we will ge
Page 47 and 48: Facebook Posts Saturday (Game Day)
Page 49 and 50: Twitter Posts Saturday (Game Day) 4
Page 51 and 52: Facebook Advertisement Get ready fo
Page 53 and 54: Posters Napkin Holders 53
Page 55: Dome Dog 55
Page 58 and 59: 58 SALES PROMOTION STRATEGY
Page 60 and 61: Promotions Dome Dog Giveaway coup
Page 62 and 63: PUBLIC RELATIONS STRATEGY In order
Page 64 and 65: DIRECT MARKETING STRATEGY In order
Page 66 and 67: CAMPAIGN EVALUATION Coyote Consulta
Page 68 and 69: 8. Increase overall school spirit w
Page 70: APPENDICES Appendix A Survey Questi
Page 76 and 77: Appendix B Focus Group Topics/Quest
Page 78 and 79: Appendix D Literature Analysis A li
Page 80 and 81: further and actually go over game p
Page 82 and 83:
A literature analysis is important
Page 84 and 85:
Appendix E Benchmarking Our next me
Page 86 and 87:
The research methodology used in th
Page 88 and 89:
(NACMA, 2007). They brought in near
Page 90:
REFERENCES Bowers, A., Hall, S., El
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