Monday Ch. 2 structured notes Pick up note sheet near my computer Group “activity”/discussion Internet Activity Some people have work that needs to be made up— others did a good job of this Friday!

Marketing College & Amateur Sports Chapter 2

Effects of Collegiate Sports Economic Implications for school, community, region, & state Hotel rooms, restaurants, gas stations, shopping malls. Media attention helps the college community benefit. Newspapers, magazines, & local sportscast focus on team and the entire community benefits.

Strong Public Image *Reminder: Promotion provides the means of communication to inform, persuade, or remind people about college athletics* Schedule cards throughout city Posters build enthusiasm Promotional materials, information guides Websites

Rules & Rankings National Collegiate Athletic Association (NCAA)—governing body of most college and university athletic programs Creates and enforces guidelines and rules that schools must follow in order to remain in good standing Guidelines areas include: recruitment, gender equity, scholarships, gambling prohibitions, and many ethical issues

College Team Rankings Based on past team performance, talent, team schedules, & personal preference First rankings occur before the season starts

Why so much emphasis on rankings? 1. Builds excitement & strong attendance at games—creating fan loyalty & national respect 2. Influence major t.v. networks to schedule games More revenue for the team & university 3. Fewer steps to #1 spot 4. Bowl games—national championship game earns $$$

#1 Has Lingering Effects Favorable national recognition Increased potential for recruitment Retailers carry the nat’l champion’s sportswear & memorabilia Also—being the official sportswear manufacturer for a consistent winner is good advertising.

TIME OUT Each team in the Rose, Sugar, Orange, & Fiesta Bowls earned an average of $12.5 million Other bowls paid from $700,000 to $3.6 million to each participating team.

MARKET SEGMENTATION Market segment—a group of individuals within a larger market that share one or more characteristics. Example—many like basketball, but a smaller group specifically enjoys University of Kentucky b-ball. So, magazine covers featuring the Wildcats will sell more than one featuring the Brigham Young University Cougars

TIME OUT The University of Kentucky Wildcats men’s basketball team brought $3.3 million in fan spending for business in downtown Lexington, Kentucky in

5 Elements of Market Segmentation 1. Geographic Segmentation—dividing markets into physical locations (eastern, northern, southern, & western) 2. Demographic—info that can be measured (income, gender, & education)

3. Psychographics—Lifestyle choices and attitudes (can’t be measured) Will you attend the game on a holy day or your faith? 4. Product usage—what products you use, how often, and why. Use this to encourage you to try new, similar products. 5. Benefits derived—value people believe they receive from the product or service. Enjoyment from a good game; team logo shirt vs. a identical shirt w/o the logo

Assignment Give a college sports example relating to each element of market segmentation How? Pick a college team (other than the Huskers) Identify an example from each market segmentation Geographic, Demographic, Psychographics, Product usage, Benefits Derived

Example: Husker Football Geographic: Nebraska (maybe some South Dakota??) Demographic: All ages, both genders, all levels of income & education Psychographics: People avoid having weddings on Husker game days Product Usage—Val’s pizza Benefits derived—tons of Husker apparel; memorabilia; game day T-shirts; $2.00 per balloon??

Tuesday Open MY website Work on what we’re working on & I don’t have to “block” websites

Internet Activity Work with a partner List five strong college football or basketball programs. Use the Internet to find out how many fans the stadium or arena holds for each of these schools & ticket prices. How much revenue would be generated from ticket sales for a sold-old game?

Women’s College Sports NCAA focused attention in nat’l championship events were added to the women’s programs Attendance has steadily grown— networks run more games.

TIME OUT Average home-game attendance at the University of Tennessee women’s basketball games increased from 2,725 in to 10,500 in

Marketing Opportunities in Women’s Sports A new target market is opening up Women now want soccer shoes, basketballs, golf clubs, bats, & racing bikes.

Review Questions Market Segmentation a. Involves looking at the entire marketplace as one b. Involves dividing the marketplace into smaller interest groups c. Usually decreases total sale d. Is no longer used by successful marketing strategist

Review Questions Market Segmentation a. Involves looking at the entire marketplace as one b. Involves dividing the marketplace into smaller interest groups c. Usually decreases total sale d. Is no longer used by successful marketing strategist

Taking your little brother out for his birthday instead of going to a game with friends is an example of: a. Demographic segmentation b. Benefits derived segmentation c. Psychographics segmentation d. Product usage segmentation

Taking your little brother out for his birthday instead of going to a game with friends is an example of: a. Demographic segmentation b. Benefits derived segmentation c. Psychographics segmentation d. Product usage segmentation

Technology Use the Internet to find the latest rankings for a college sport Choose one of the teams in the Top Five. Search again to find the history behind the success of that team. List the most recent steps to the team’s success.

Research Conduct research on schools that have been placed on NCAA athletic probation. List the reasons for the probation and the effects of the probation on the team’s success

Thursday Hand in Episode 2 worksheet from yesterday Get out notes sheet – finish with book Get out Ch. 2 Internet Research (ticket prices x stadium seating, etc.) – Finish Check grades – time for individual help if needed today

Monday Work on Special Olympics brochure Probably saved in your folder as a Publisher file If you need the rubric, get it off my website Vote for school spirit video – we can watch if you want

Sarah Leeth, 2010 USA National Games, or (402)

Tuesday Vote on spirit video Can we get finished with the first brochure today? Turn in to DocuShare Start second one tomorrow?

Wednesday Your choice – Do you want to take a break from the brochures & watch Full Contact Episode 3? Or would you rather finish up brochure #1 and watch that another day?

Thursday Let’s get finished with the Special Olympics

Friday Should have me proof-read your Special Olympics brochure – turn in to Docushare after corrections made START your Lincoln attractions brochure. (Instructions are on last Friday’s date on my website)

Monday Welcome back – Two days to finish Lincoln Attractions brochure Ideas: Hotels Restaurants Things to Do… Facts? Maps? Photos Should have turned in S.O. brochure by now – will grade tonight

Friday Get a book & piece of paper Assignment: Page 45 Questions 1-4 Page Questions 1-9, Quiz Monday (over chapter 2) Extra credit (very little, but some) – word search Some people still missing brochures – big points