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CREATIVE STRATEGY We will be directing our messages to USD students. Our creative target audiences include freshman and sophomores because these are the people that will be at the University the longest. Our target market includes social and sports minded individuals. They are not die-hard fans, nor are they against going to some games. Half of the target are new to campus and most likely have never been to a Coyote game. Most live mostly on campus, in the dorms, Coyote Village, McFadden Hall, Burgess Hall, and Norton Hall. Our target audience eats most meals in the MUC. Creative Objectives - To create pride through bolstering school spirit. - To have the target audience be aware of game days, game day activities and promotions. - To get the target audience excited about game days, and have them stay longer during games through improved game day experiences. Strategic Focal Point We want the target audience to feel proud to being a coyote, feel a sense of pride for their school, and feel excited when engaging with our messages. We will be using integrated marketing efforts to target our market. We will be displays, to reach our target market. Big Unifying Idea We will utilize a new slogan, or hashtag, to be used on all advertisements and social mediums. #CoyoteGameDay will be on Facebook posts, twitter posts, and advertisements we produce. #GoYotes is currently the slogan that has been used on social media and promotional materials. We are not trying to push this hashtag our of use, but will be utilizing #CoyoteGameDay when referring to game, game times, and promotions on our advertisements and social media messages. The University of South Dakota’s school colors include Vermillion red, black, and white. All advertisements, promotions, will incorporate the use of these colors. 42
MEDIA STRATEGY It was a common factor in the situation analysis that USD students are not aware of game dates and times and the paw points program, they are confused with the social media accounts, and they lack school spirit. To reach our target market we are utilizing the use of print media, social media, and mobile apps. To begin the media strategy section, the media objectives will be discussed. Media Objectives 1. Gather 25% of incoming freshmen students to follow/like at least one USD academic year. We want the freshmen class to begin following the USD Athletics’ social media pages early in the year so they are aware of game day times and paw points information. away and one home game. We want the students to be aware of the games because by the ninth week of school it is Dakota Days. Therefore we know students will know about the Dakota Days game, but it is important they know about the games after Dakota Days. This is why it is crucial we have freshman following the USD Athletics’ on social media so they are aware of game day times and other information. 2. Connect with 30% of the freshmen and sophomores on Snapchat within the Snapchat is a popular app that we want to utilize. This app will allow the Athletic Department to keep student up-to-date on game day times and other information, and it allows them to show behind the scene photos and videos and information about the student athletes. We want freshmen and sophomores to connect with the department on Snapchat since they are the target audience. Once again we selected the goal to be eight weeks. It is important to get the students aware of the games in the beginning rather than later on in the year when there are less games for them to attend. Media Strategy Elements Target Audience Our target audience for the campaign is USD students. We are targeting attend games, have friends to attend the games with, and enjoy sports. One of main concern with the campaign is to make students aware of the game days, therefore we selected the media classes according to this concern. 43
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 and 32: OBJECTIVES 31
Page 33 and 34: Objective #3 Increase the overall a
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: ADVERTISING STRATEGY 41
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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