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