Ohio State Mens Basketball Attendance

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Ohio State Mens BasketballAttendance
Where are all these fans ???
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OSU Mens Basketball

• Promotions and Advertising
• Ian Maute
• Sing Kwok
• Travis Rockey
• Kerry Cern
• Melanie Stambolis

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Lack of Student Attendance

• Total number of student tickets available is
  4,000 tickets.
  
• Only 1,100 students have purchased season tickets
  this season
  
• On average only 850 students attend the games.
• This number varies depending on the opponent,
  what day it is, and the time of game.

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SWOT Analysis

• Strengths
• Large Fan Base (Students)
• New/Modern Arena
• Established Basketball Program
• Proximity to Campus
• Past Success

• Weaknesses
• Corporate Dominated Seating
• Not Fan Friendly
• Current Team Struggles
• Lack of Entertainment Near Arena

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SWOT Analysis

• Opportunities
• Large Fan Base (Students)
• Potential Team Improvement
• Collaboration with Local Bars and
  Restaurants
  

• Threats
• Other Forms of Entertainment
• Other School Activities
• Work
• Academic Priorities
• Low Student Income

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Basketball Attendance

• 80 people surveyed
• Of the 80, only 6 have attended games this
  season
  
• Of the 34 who have ever attended a game
• 65 - Atmosphere
• 23 - School Spirit
• 8 - Location
• 4 - Free giveaways

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Reasons arent attending
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Additional Survey Results

• On average attended game with how many other
  students
  
• 1 to 2 others 56
• 3 to 4 others 36
• 5 8

• Ways to get students more interested
• Lower the price of tickets
• More advertisements
• Convenience (location and time)
• Better team

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Major Focus

• Major results of the survey and what we are going
  to focus on to increase students ticket sales
  
• People going to games prefer to go in groups.
• Creating a better atmosphere.
• Students also stressed the lack of awareness of
  events and promotions.
  
• Lower ticket prices.

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What we plan to do

• Various Campaigns
• AND most importantlyMake the games fun!!!

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Columbus Blue Jackets

• Finished in last place in their division last
  year, and are near the bottom this year
  
• But..
• Rated 1 fan experience of any professional
  sports team in the country by ESPN The Magazine
  
• Average 17,252 fans per game
• Arena is full of activities for fans to
  participate in
  
• Arena District also offers great entertainment
  for fans
  
• Photographs

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Promotions Assessment

• 26 people surveyed
• 66 agree
• promotions will influence their attitude and
  decision in going to a basketball game.
  
• large promotions such as Sweepstakes will be a
  definite motivator.
  
• Types of Promotions
• 65 - Bookstore Coupons
• 54 - Group Rates
• 38 - Food Coupons
• 15 - Free T-shirts

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Atmosphere

• To enhance experience, we assess preference of
  half-time entertainment.
  
• Types of Entertainment
• 34 - Raffle Drawing
• 31 - Musical Entertainment
• 23 - Free Throw Competition
• 12 - T- Shirts giveaway

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Our Strategy

• Strategies to entice more students to attend
  games through promotions.
  
• - Large Sweepstakes
• 1. Free textbooks for a quarter
• 2. Free vacation

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Our Strategy

• Retention
• - half-time special events
• 1. Raffle Drawing
• 2. Musical entertainment
• 3. grand winner drawing at last
• game of season

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Our Strategy

• Collaboration
• - w/ local stores businesses
• 1. local bars drink specials promotion
  
  
• 2. restaurants discounts w/
• fan card

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Our Strategy

• Awareness
• - Advertisement
• 1. Nuthouse Program
• 2. Demand for ads

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Our Strategy

• Group Rates
• - pricing mechanisms
• 1. Discounts
• - ex. Buy 3 get 1 50 off
• 2. Friends Night
• - free food w/ group ticket
• purchase

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IMPLEMENTATION

• Advertising Channels
• Lantern
• Over 30,000 copies printed distributed over
  campus daily.
  
• Maximize exposure within target market
  (students).
  
• Advertise regularly to increase familiarity of
  brand.
  
• Mailings or postcards
• Selling the big dream of winning spring break
  trip.
  
• Exotic or fun scenes of possible winning
  destinations.
  
• Emails
• Massive sending to students currently going to
  the game.
  
• Online Newsletter
• Update fans on team news and latest promotions.
• Word of Mouth
• Effective and efficient.