WOMEN’S BASKETBALL PROPOSAL

Aaron Lanctot

Paul Rahig

Graeme Sqrague

Marissa Brinks

Whitney Phoon

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

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

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

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

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

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

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

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

Strengths

Ranked #22 in WBCA Division II

Winning Record

Star player: Briauna Taylor

GVSU named for winning sport teams

Weaknesses

High School type sports arena

Poor attendance to games

No diehard fans

Game Days On Week Days

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

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.

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

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

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

Pattern results for Strategy

Strong brand association Strong brand

loyaltySocializationInvolvementCommitmentRepeated Users

OBJECTIVE #1

Create a strong camaraderie between the residence outside of the GVSU campuses and the

Women’s Basketball Team.

Target Audience

Community members located in Kent and Ottawa County. Specifically:

Families Girls in Grades 4th-12th

Local High Schools

Tactics

1. Jr. Pro Program

2. 3-on-3 Basketball Tournament

3. Summer Team Camp

Tactic 1

Jr. Pro Program Target Audience

Fourth and Fifth Grade Girls in Local Elementary Schools

Interested in Basketball “Family Day”

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.

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

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

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

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

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

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

Objective 1 Budget

Tactic 1

100 girls @ $10.00 $1000

Tactic 2 25 teams @ $20 $500

Tactic 3 10 teams @ ? ??

Total $1500+

Cost needs to be determined by several departments at GVSU.

OBJECTIVE 2

Creating the Need

Target Audience

Freshman Students 4,000+

Sophomore Students 4,000+

Transfer Students

Tactics

1. Laker Nation2. “Freshmanville” Rallies and Visits3. Electronic Media Board Along North

Campus Dr.

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”.

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.

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.

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.

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

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

Budget

Tactic 1 Price: $30 x 75 = $2250T-shirts: $15 x 75 = $1125

Total Revenue = $1125

Tactic 2 Players TimeCoaches Time

No Cost or Revenue

Tactic 3 TBD TBD

Total TBD TBD

OBJECTIVE 3

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

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.

Tactics

1. Use of Direct mail of schedules to Alumni in West Michigan

2. Use a form of direct selling, while making appearances in the community

3. Use “Great Lakers” card to encourage frequent users, and discourage defectors

“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

Tactic 1 - 5 P’s

Product: GVSU Women’s Team & Members Place: Popular Allendale Locations

(Peppino’s Brewstirs, 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.

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)

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.

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.

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

Budget Analysis

Direct Mail: Free for GVSU Cost: $0

PR Various “hot spots” to host the Women meet and greet

Cost: $1500

Rewards Program

Ticket prices to enter game: $4 for 1,000 students

Revenue: $4,000

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

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