1. #ChargeOn ASHLEIGH BECKER CHELSEA KIRBY CHRISTIAN PEREZ JENNIFER WINSTON Group Project Presentation, Spring, 2014 for Dr. Desiraju’s MAR3613 class

2. Decision Problem  Marketing Action #1 - Give incentives such as food vouchers or T- shirts  Marketing Action #2 – Do not give incentives StrengthsWeaknesses - Getting free food/ t-shirt - Trying new food - Receive reward for attending games - Do not like the incentive given - Do not care about receiving incentive - Time spent in line for incentive - Limited supply of incentives StrengthsWeaknesses -True fans come to games -Free will/ no bribery - Experience will not be devalued -No physical reward -Empty crowd / no audience

3. http://www.ucfknights.com/facilities/ucf-facilities-new.html Findings from Library / Internet Target Market: UCF students Age: 18-25 http://ikm.ucf.edu/academic-reports/ucf-current-facts/ In 2001, the average attendance at UCF Football game was 19,763. In 2012, this number jumped to 34,608. http://today.ucf.edu/ucf-football-taking-attendance/ http://www.ucffootballschedule.com/

4. 2013-2014 UCF Home Games Men’s Sporting eventsWomen’s sporting events http://www.ucfknights.com/

5. Renee Luers-Gillispie Discussion With Expert  Renee Luers-Gillispie  Head UCF softball coach  February 17, 2014  Conducting interview: Christian Perez  Interview lasted about 20 minutes

6. Findings From the Expert  Currently offer some incentives  t-shirts, giveaways, knightmare rewards  Larger crowd when playing rival teams  Crowd consists mostly of families  Trying to increase promotions for students  Handing out schedules

7. Umbrella Question What is the relationship between an incentive and attendance at sporting events?

8. Monday, February 24 2014 at 2pm Held in the Student Union 60 Minutes 8 respondents (2 female, 6 males) o 1 UCF alumni, 4 UCF students, 1 non-UCF student Used video camera from film lab Incentive: Soda First Focus Group

9. Discussion Guide for First Focus Group  Introduction :  Rules:  Talk one at a time  No right or wrong answer  Be respectful  Don’t be afraid to voice your opinion  General Attitude towards UCF Sports:  What do you like/ dislike about UCF sports?  Which sporting events do you prefer to attend?  Giving an Incentive:  What is your preferred incentive?  How do incentives affect your decision on attending a game?  Not Giving an Incentive:  Would you consider this a bribe?  What negative impacts do you see as a result from giving incentives?

10. Findings From the First Focus Group  Students want to feel connected and a part of the UCF athletics community  Seeing sports schedules in local restaurants or around campus  More pep-rallys/ tailgates for sports other than football  Felt that concession prices were too high  Want rare incentives (ex: UCF duck at Spirit Splash)  More interaction with players

11. Wednesday, February 26 2014 at 5pm  Held in a UCF Library study room  50 minutes  6 respondents (3 females, 3 males) 4 UCF students, 2 non-UCF students  Used video camera from film lab  Incentive: Potato chips Second Focus Group

12. Modified Discussion Guide for Second Focus Group  Introduction :  Rules:  Talk one at a time  No right or wrong answer  Be respectful  Don’t be afraid to voice your opinion  General Attitude towards UCF Sports:  What do you like/ dislike about UCF sports?  Which sporting events do you prefer to attend?  Giving an Incentive:  Community involvement: Pep rallies, tailgating  What is your preferred incentive? Rare incentives  How do incentives affect your decision on attending a game?  Not Giving an Incentive:  Would you attend games if you knew the players?  What negative impacts do you see as a result from giving incentives?

13. Findings From the Second Focus Group  They attend games for the hype  Suggested getting the UCF faculty more involved  Should professors offer extra credit for attending games?  Suggested that professors cancel class for rival games  Wanted the community more involved in UCF athletics  Local restaurants having game schedules  Wanted players to personally give out incentives and ask students to show support at games  Creating a sense of community  Want to see Knightro at more games

14. Limitations  Availability of experts and participants  Self-reported data from participants in focus groups  Interruptions

15. Recommendations  Offer incentives, but not at every game  Incentives should not take away the main focus of the game  Make the incentives more personal  Distributed by student athletes  Create a sense of community

16. Back Up Slides  ❏ Introduction  ❏ Rules: Talk one at a time. No right or wrong answers. Talk in any order. Be honest.  ❏ General Attitude toward UCF Sports  ❏ Do you enjoy attending sports games  ❏ What do you like about sporting events/games  ❏ What do you NOT like about sporting events/games  ❏ What sports do you prefer to watch besides football  ❏ Have you attended any ucf sports games while being a student here  ❏ Any besides football  ❏ How many have you attended this semester  ❏ Were there any incentives given at the games you attended  ❏ Do you think ucf has good attendance in their sports games overall  ❏ Which would you say are the highest and lowest  ❏ Do you prefer fall or spring sports- does this affect your attendance  ❏ Do your friends attend games  ❏ Who’s idea is it usually to attend the game

17. Back Up Slides  ❏ Do you know where to find ucf sport schedules  ❏ Have you ever looked any up  ❏ What motivates you to go support ucf sports teams  ❏ Do you stay the whole game or leave half way through  ❏ If leave, why?  ❏ Did you know games are free with a student ID  ❏ Giving an Incentive  ❏ Do you like free stuff  ❏ What is your preferred incentive? (food, tshirt, coupon, others)  ❏ Do you usually buy food/drink at concession stands  ❏ Do incentives affect your decision on attending a sports game  ❏ How much does it influence your thinking  ❏ Would waiting in line to receive incentive discourage you wanting the incentive  ❏ How would a long line for incentive affect your mood toward you attending the sport game

18.  ❏ If incentives were limited and ran out, how would this affect your attitude toward attending games  ❏ Do you think it would be better for the incentive to be handed out before or after the game  ❏ What are some pros and cons to it being handed out before the game  ❏ Pros and cons for handed out after the game  ❏ Should there be a limit to how many incentives are handed out?  ❏ How should the limits be set? (First 100 to arrive at game, random drawing, students who stayed the whole game)  ❏ How should we advertise to students that an incentive will be given if attending a game  ❏ Do you use social media  ❏ How often do you check your social media  Do you follow/friends with UCF pages or groups on social media Back Up Slides

19.  ❏ Would a post on the UCF pages stating the date/time of game and an incentive will be given encourage you to attend games  ❏ Not Giving an Incentive  ❏ What do you enjoy about watching sports  ❏ What are your opinions about an incentive given at games  ❏ Do you think an incentive is considered a bribe  ❏ If yes, why  ❏ Would you think giving an incentive will discount the experience for fans  ❏ Do you believe that if no incentives are given only true fans will come  ❏ What negative impacts could incentives cause Back Up Slides