From CONCEPT To SPORTAL: Building a Blueprint for CSUB’s Transactional & Aspirational Athletic Brand Intelligence [SPRT 405; Dr. Carter] DEFINITIONS: Concept – the proven method for framing the operation of specific market forces and specialized marketing functions SPORTAL – a unified sports website for accessing knowledge (1) content features, (2) decision support functions, and (3) messaging forums related to all present and potential stakeholders and constituents of CSUB Athletics Transactional [Marketing] Brand Intelligence – (1) sales [spectators, participants, sponsors, merchandise, investors/donors], (2) professional services [athletic, customer, legal/property, media, etc.], (3) facility assets and access Aspirartional [Sports] Brand Intelligence – (1) shared values [university, athletics, sponsors, media, community], (2) athletic team character/identity, (3) constituent relationships, (4) conveyed image CONCEPT [Specialty “Tools” to Apply] SPORTAL [Outcomes “Red” & Tasks “Green” ] DemandProductSupply A) Sports Product/Service Inventory Management (a) Types (b) $ (c) # (d) Time A) Spectator Mode In-Person Mediated Indiv. Org. B) Participant Activities Body/Energy Mind/Time (fantasy C) Sponsor Portfolio Which Sport Which Level Compet. Which Vehicle Which Objective Body Mind GoodService B) Sports Product Map A) Producers/Intermediaries [Including Merchants/Licensing] * Exchange Process * Marketing Mix (4Ps) B) Media * Programming (time/geog) * Sports Network Anchor * Media “Packaging” * Drama of Sport CSUB “Runners” Home page (A) FEATURES (commands, icons, content) Structure Support 1) Scapes – backgrounds 4) Sequence/paths -- navigation 2) Space – location/map 5) Search/links 3) Scale – time/pace 6) Services Systemization 7) Score (#, $, %) -- click patterns -- “cookies” -- analysis (B) FUNCTIONS (what “Features” do) * Awareness of Athletics/Stakeholders * Interest in Access Options * Desire to Share Data * Action Guidance/Processing (C) FORUMS (where “Functions” connect) * Messaging * Discussion Boards * Blogs * Games (fantasy/video) * Online seminars/classes/training

SPORTAL Project Guidelines: DUE March 18 th ; 40 points [SPRT 405; Dr. Carter] INTRODUCTION: The SPORTAL Project is intended to allow each student to contribute to a proposed “blueprint” for a CSUB sports stakeholder web portal. We will use the final two weeks of class to guide and monitor progress on the SPORTAL project in a collective manner. SPORTAL is an inclusive digital intelligence resource for all CSUB athletic and academic constituents to achieve 3 OUTCOMES: (a) Access information sought … “FEATURES” (b) Accomplish digital activities … “FUNCTIONS” (c) Ally with shared interest individuals … “FORUMS” ASSIGNMENT Your assignment is to participate in one of two groups [athletes or ex-athletes] and contribute to a proposed SPORTAL design by using four knowledge sources [a minimum of 3 ideas must be contributed by each student from each source]: (a) Text chapters addressing “Sports Marketing Mix” [slides posted to the course website] (b) Personal interest(s) in CSUB athletics, sports, marketing, media, business, education, community, etc. (c) Individual “concept specialty” from Exam #1, question #1, and chapter 1 (b) Personal experience with and awareness of online, web, digital, or virtual capabilities * Use these digital experiences to complete 7 web design TASKS from the “Concept to SPORTAL” diagram The two groups as a whole must also perform the following two procedures using a collaborative consensus-building approach: (a) Organize idea contributions into a common OUTCOME format of FEATURES, FUNCTIONS & FORUMS (b) Coordinate TASK contributions into an appealing visible design and user-friendly interface descriptions [Powerpoint color diagrams are required to portray the resulting SPORTAL visual design]