10f+grp+5

383 Main Street Newark, DE 19711 November 21, 2010

Ms. Jessica Winemiller ISP Account Executive 485 Academy Road Newark, DE 19711

Dear Ms. Winemiller:

We thank you for the opportunity to work with you on the issue of increasing sports attendance at the University of Delaware. The Newark Advertising Agency has created the enclosed report, which details three recommendations and a strategic plan for implementation. We analyzed the current promotions at the University of Delaware for baseball and volleyball teams, current attendance for both teams, and attendance and promotions for competitor schools. We hope you will find this plan effective and helpful in reaching your goals for attendance. If you have any questions, feel free to contact us at 302-345-4495 and naa@yahoo.com.

Thanks again for your time,

Nicole Weingartner General Manager

Enclosed: Report

Table of Contents:

1. Executive Summary…………………………………………………….Page 3 2. Introduction…………………………………………………………………Page 4 3. Procedure……………………………………………………………………Page 5 4. Analysis ………………………………………………………………………Page 6 - 10 a. Current Attendance………………………………………………. i. Football…………………………………………………….. ii. Volleyball………………………………………………….. iii. Baseball……………………………………………………. b. Current Promotions………………………………………………. c. Competition Attendance……………………………………….. d. Competition Promotions………………………………………... e. Survey……………………………………………………………………. 5. Recommendations……………………………………………………….Page 11-16 a. Increase School Spirit…………………………………………….. b. Rewards………………………………………………………………… c. Internet Markets…………………………………………………… d. Projections …………………………………………………… 6. Conclusion…………………………………………………………………..Page 17 7. Appendix A …………………………………………………………………..Page 18-20 7. Works Cited…………………………………………………………………Page 21

Executive Summary

We have researched the attendance records from the 2009 and 2010 University sports seasons. We discovered that there was no difference between the day and time that the home games took place. Home games averaged around the 200 in attendance for the volleyball and baseball teams, a fairly small number compared to the 20,000 average for the football home games. To further investigate the issue, we created a survey for the students at the University of Delaware. We asked 30 students questions about their sports preferences, and why they chose to attend the games. In another effort to understand the scope of the problem as well as what changes would need to be made we researched the attendance records for other schools relative to our size and their promoting tactics. Included in this report are the tactics used by larger schools in an effort to show what potential is available. To fix the problem, we have selected three recommendations. The first, is a Spirit Club. At a low cost, a Spirit Club would help generate school spirit around campus, organize fundraisers, and engage alumni. The second is a rewards program focused on students. Any student who attends 5 games receives a free ticket to a 100 dollar raffle, free food at the next home game, and a t-shirt. Our third recommendation, social media marketing would be a necessary complement to these ideas. We are suggesting the school to create a Facebook ad that streams the UD Facebook group, alumni site and Delaware prospect site. Adding these ideas to the sports advertising plan for the University of Delaware's athletic programs will not only help generate ticket sales, but engage the UD community. The Newark Advertising Agency will help fans unite for UD sports.

Introduction

Throughout the course of history football has been one of most anticipated, advertised, and watched sport. We assume this could be through the atmosphere surrounding a college football game. Tailgating, cheerleaders, and a big accommodating stadium are all aspects that might entice students as well local citizens to come together for a football game. These stereotypical football aspects, however, do not have to stop with just that sport. Ideally we would love to carry over or introduce some of these traditional "football events" to other athletic functions here at the University, but truthfully building a multi-million stadium for other teams is just unrealistic. This is why we have worked towards increasing attendance in other ways for the volleyball and baseball teams here at the University of Delaware. These are two well-established team that do not get the support from the student body simply because people are not informed. All athletic teams here at the University are in very prestigious divisions and are respectable in the realm of sports. We believe that if there were to be more exposure for the teams student attendance would vastly increase. A university such as Syracuse is a fine example of being able to "spread the wealth" of support to various athletic teams. Many of the teams at Syracuse may be Division I programs that attract more students, however, some are not and each one of their teams has a vast majority of their student body attending. Syracuse was the NCAA Lacrosse Champions last year but through marketing and school spirit tactics they were able to have just as high attend attendance at Lacrosse events as they did at Football, Basketball, and Baseball. This is a fact that inspired us to bring that same feeling of school pride to other events here besides just Football. If we are able to instill this emotion in students based upon other sporting events here at the University we believe attendance will definitely increase. By proving that one can get this feeling more often during the week through other events on campus students might feel more obliged to attend thus resulting in not only higher attendance but more school pride.

We do realize with the recent economic crisis, as well as all the new additions being added to the University at this time, e.g. the new Engineering Lab, budgeting for this project is very important. We recognize that each team only has a certain amount of money available to be allocated to marketing and pubic relations. This is why we have constructed a plan including simplistic, yet effective ways we believe will change the attendance problem at these sporting events. Through these tactics we hope to see for the future of the University of Delaware be one filled with pride, spirit, and a sense of community forming through increasing attendance at the baseball and volleyball events here.

Procedure

====To gain a better understtanding of what sports where the most in need of increased marketing our team researched the attendance numbers for the home games of various sports here at the University. By using the University of Delaware's athletic websites we were able to creat a chart that illustrated the trends of attendance for this games. After examing the numbers we were able to then find out the average rates of attendance based on the max capacity of the stadiums. ====

After completing the reserach for the University of Delaware our team then focused on researching other schools to see the comparison between them. By using the different universities athletic websites we were able to find the average rates of attendance much in a silmiar way we did Delaware's. By seeing the difference between schools similar in size as well as a few with larger student bodies we were then able to see the need for chage.

To find the changes that would be most effective we created a survey to be administried through the Facebook website. This survey was given to 300 members of the University of Delaware. By surveying those who would be most likley to attend these games we felt that this information gained through the suvery would be the most useful.

Upon reviewing the survey results we then researched the best possible options. After careful reserach and thought we offered three pissible options to change the marketing stratagies currently used by the University. In an effort to illustrate the possible success of our suggestions we also included the projections forecased by our team over the next few years.

Analysis

Current Attendance · Current attendance for the University of Delaware’s Volleyball team showed an average of 256 fans at Viera Court. The lows number of fans was 165. The largest, was 2517, which was also the school record for volleyball game attendance. Noted below, there is a larger amount of attendance generated from games at the Bob Carpenter center.

· Current attendance for the University of Delaware’s Baseball team is an average of approximately 244. The lowest amount of fans in attendance was 175, and the largest was 315.

Compiled from Udel.edu Co mpiled from Udel.edu

Delaware’s Current Attendance
The University of Delaware has been able to find great support for athletics over the years. With the increasing success of the sports programs the school has seen a rise in attendance as well. The football program has found much success in attracting a high average of attendance over the last few seasons. Last year’s season, 2009-2010, saw an average of 20,749 fans per game. This average works out to be 94% of the possible max capacity. While the football program shows a very high average not all of the sports were as successful.

The Fighting Blue Hens volleyball program has also found recent success but has not shared the attendance percentage that the football team had. Again looking at the 2009 season the attendance ratings were less than stellar, but showed room for improvement. The games played at Viera Court had an average of 256 for each game. While this is very low upon closer observation it can be seen that the high and low for the season are not very far from that average. This shows that the fan base is very consistent and will most likely stay consistent through increases. One note that should not be over looked is the attendance for games played at the Bob Carpenter Center. Though there were only two games played there last season both posted high numbers in attendance. The first of these two games hosted the Tar Heels of the University of North Carolina. This game attracted a school record 2,517 fans. Second games hosted Towson in the Blue Hens regular season finale. This game did not have the same amount but did bring 943 fans. Based on these two games the average attendance was 1,730, nearly seven times higher than those played at Viera Court.

University’s baseball program is in a similar struggle. The baseball program has attracted a low average of 238 fans per game during the week and a total home average of only 244 or 11% of the max capacity. An interesting finding discovered during this research was that the average number of fans during the weekend was lower than the average for weekdays. By showing this unexpected finding the university should find a change necessary. It should be noted that while there was a lower turn out for games held during the weekend there were no games that started after 3:30pm.

For the University of Delaware’s basketball team a favorable turnout has been seen. Unlike the baseball team, the men’s basketball team has had a higher weekend average than for weekday games. The overall average home game attendance was just over 2,500 at 2,536 fans. This ends up filling only 50% of the Bob Carpenter Center’s stands but when compared to the turnout of the baseball team it is close to filling five times the percentage. [1] Current Promotions · Current promotions at the University of Delaware for Volleyball and Baseball games include: o Udel.edu site, pop-up advertisements about games, teams and stats o Fan Poll hosted by 5 & 10 on Udel.edu o Cockpit Giveaways § Spirit Sticks § Hot dogs o Delaware ISP Sports Network o University of Delaware Facebook Page o Family Fun night o Fan Appreciation Day - "Dare to be a Blue Hen" Football Print Giveaway to the first 5,000 fans [2]

External Environment  Competition for volleyball and baseball games are in the form of additional activities a student may prefer instead of attending a home game. For example, competition may be alternate or previous arrangements, study or work time, or other sporting events. In order to have an increase in sports attendance, we need to direct the focus away from alternative plans. In order to achieve this, we analyzed a student’s wants and needs.  In reference to Abraham Maslow’s 5 hierarchal needs for human life, we addressed the following needs: physiological, security (economic), and social (Kaser 98).  In terms of student sports attendance, physiological needs are first. Humans need to survive on the basis of food and water, and both needs to be provided at all times. At sporting events, a concession stand is necessary to replenish this need. A student may stay home to eat dinner instead of attending a 5 o’clock game for baseball. In order to direct this student away from his or her alternate plans, there needs to be adequate food available of significant quality.  Economic security is based on saving the most money and achieving price-conscious spending habits. In sports, economic security is produced by allowing for the lowest price on tickets, food and merchandise. A student may not attend a game or promotional event if there is money that needs to be spent or if the food stand is overpriced. There needs to be an equilibrium between what creates profit, the interest of the customer and the money he or she is willing to pay. By allowing all games at UD to be free for students, this satisfies a need for economic security.  Social needs are often the most difficult to manage efficiently. Sports games satisfy a student’s need for social activity. When a student attends a game with a friend, they are more likely to feel “recognition and respect from others and feelings of adequacy and competence in themselves” (Kaser 98). With a sense of camaraderie, students are more likely to create personal relationships to the game and exhibit a sense of “spirit.” In “Sports Management,” Richard L. Irwin demonstrates how social needs affect attendance. He states, “As the affiliation intensifies, bonds strengthen among the parties involved (eg., consumer to consumer, consumer to source). For instance, Rascher has determined that in MLB, rivalry games raise attendance approximately 25 to 30 percent.” (Irwin 51) 
 * Survey Results **

** · **We asked 225 students on Facebook who attend the University of Delaware to complete a survey based on sports attendance. The 225 students ranged from freshman to senior, off and on campus. Of the 225 students who were requested, 50 students completed the survey. Located in Appendix D, **the survey revealed that most students at the University have not attended a Volleyball or Baseball games in the past, but after hearing about promotions over 52.3% said they would be willing or interested in attending one in the future. **  ** · ****In addition to promotional methods, most students said they would like to know more about a university-wide spirit club before joining. Since there is a level of apprehension, it is noticeable that students are afraid of trying new things however, they are interested. ** ** · **** When looking at the technological aspects of our survey, almost 100% of the participants said they have a Twitter and Facebook account and that they would be willing to become a fan of a UD sports team on either of the websites. This reinforces how vital internet and social media marketing is to advertising. Increasing the presence of social media is imperative when almost all students use Twitter and Facebook platforms to organize events and socialize. ** ** · ****Overall, most students stated that they attend because of the “big hype” that surrounds popular sporting events. The more people attending, the more prestigious the event. This shows that students attend games based on a buddy-system. **  · **Additional responses for what would increase attendance were extra credit for classes, incorporating Greek Life events, free food, getting to know the players better and better promotions. Several students stated that they did not know certain sporting events were taking place. If they had known, they would have gone. This reinforces the fact that we need to better promote the teams to increase the attendance. **<span style="font-family: "Calibri","sans-serif";">


 * Recommendations **

A School Spirit Club on campus would significantly increase the amount of attendees. This group is a low cost way to increase awareness in the student body, as well as professors and local venues. This group will work on gaining members, locating places to tailgate certain games, speaking with students, and finding possible ways to generate involvement (giveaways, sports speakers and rewards). o **Methods:** § Recruit members on UD campus § Publicize on UD Radio, UDTV, The Review, Bulletin Boards § Advertise group in Activities Night § Kiosks and Information tables to inform students § Banners § Word of Mouth
 * The Newark Advertising Agency alongside our group has a plan to increase sports attendance through three main marketing communication techniques, alongside various simpler ideas. These main concepts include the creation of a low budgeted School Spirit Club (similar to a Booster Club), Reward Incentives, as well as Internet Marketing. These seem to be the most main stream ideas to reach the student population here on campus. In addition to these three ideas we hope that other students as well as the team members will be able to aid in the promotion of the sporting events here on campus. By bringing together average students as well as the athletes we are already forming a sense of community that will lead to nothing but positive results for the University.**
 * A main goal we have is to increase school spirit on campus. This will be done through the School Spirit Club. **
 * Costs:**


 * || Kiosk Materials || Publicity Aspects, Banners || Total ||
 * School Spirit Club || $200 || $1000 || $1200 ||

Radio Ads
 * Since radio ads may be more pricey they should be chosen wisely as a type of promotion. Radio ads may reach a different audience than those who normally attend sporting events. We also found that they can reach those outside of the undergraduate community but local members of the community and town as well. This is why radio ads should be used to promote big weekend games, or for a rival event. The reason for this is that if an outsider hears the ad and decides to attend for the first time we would want to ensure they see a good match! If it is an exciting energetic game and the spectator enjoys them self it will inspire attendance for the future. Enjoying that first game will encourage them to want to attend more throughout the season and most likely bring along their friends as well.**

Kiosks and Information Tables
 * Every weekday before the upcoming sporting event of choice, the club will sign up to have a table in the Trabant Food Court area. The students manning the table will kindly volunteer their time to support and get the word out for the upcoming athletic event. These will either be members of the club or athletes of the prospective team being advertised that day. A lot of student body traffic flows through the Trabant student center on a daily basis and this will be an easy yet effective way to reach many different audiences here on campus. In addition to the Trabant table when the UD Activities Night occurs during Fall and Spring semester we will have a club table there as well promoting new membership to recruit more support for school spirit on campus.**

Schedules/Flyers
 * A basic way to get the word out about our team's scheduled home games is to simply post the dates and times around Newark. By creating an eye-catching formalized schedule we can attract the attention of the average student grabbing a coffee in Central Perk or a slice of pizza in Margheritas. Creating a well-put together schedule and posting one in every store or food establishment on Mainstreet is cost effective. This is because it is a cheap, yet informative way to spread the important details on the sporting events coming up around campus.**

Joint Events/ PR Events
 * After looking toward the success of attendance at other sporting events an idea we believe will bring a lot of change to the problem is hosting joint events with other organizations, thus resulting in a whole organizations attendance at games. For example, Greek life has a big presence on the campus of University of Delaware. There are over 3000 people involved in Greek life on campus. Now this may not be a huge percentage of the school but it represents a group of people who enjoy being active on the campus of Delaware. CAP, also known as Community Action Program, is a program filled with events, speakers and community service with a specified requirement that must be completed by each sorority or fraternity on campus. Most of the events that CAP consists of are not very interesting or enticing to students causing it to be a pain to fulfill by the end of semester. We believe that by Greek life collaborating with various athletic teams, such as volleyball and baseball, they can turn their games into CAP events where each Greek life participant can attend to get points for their specific association. After questioning Greek life members on campus the results proved our idea to be a good one. Every Greek life member we spoke to said they would 100% rather attend a baseball game than their typical CAP event. During our questioning an anonymous senior at the University proved our point exactly true, "Most CAP events are supposed to be informative, however they never seem interesting and I will try to get out of them if I could. I know this makes it hard for my organization to fulfill their CAP duties, this is why I think by making baseball games count towards CAP we could be killing two birds with one stone in an enjoyable matter. Individuals will feel like they are increasing school spirit while also helping out their CAP chair." This past month the Delaware Ice Hockey team used this tactic but only for a few of the Greek life organizations on campus and were able to see increased attendance immediately. We believe that by opening it up to the whole community of Greek life it will definitely encourage people to come out to spectate.**
 * In addition to CAP, Greek life is also involved in an event known as UDance. Now UDance goes far beyond the spectrum of just the students of the University because it was created through the B+ Foundation. Many students on campus as well in surrounding towns of the University have a personal tie to the B+ Foundation and the wonderful cause it supports. By teaming up with foundation, the baseball and volleyball teams could turn their events into charity events supporting this foundation. By promoting their games alongside raising awareness and money for the B+ Foundation many people would attend to help support the good cause. This foundation is also very well-known and respected and seeing that these sports teams support it could stabilize their reputation as a group that wants to help a very good cause.**
 * Teaming up with local groups such as Boy Scouts, Boys & Girls Club, or the ROTC could bring in very diverse groups each weekend that may not be targeted through our other forms of marketing. By showing special attention or spotlight to a separate group during each game can encourage the different groups to come back to support the team even when the attention isn't directed only at them. By teaming up with Boy Scouts or Boys & Girls Club student athletes could give the kids a taste of what is it like to be on a University sports team and take a break in the middle of the game to let them play or teach them tactics they learned when they were younger. This will bring in families from the surrounding towns as well as students who may have younger brothers or sisters that will be apart of the events. Additionally, having an event such as military appreciation weekend or night where the athletic team will invite ROTC groups, Marine officers, and other members from the Aberdeen Proving Grounds will not only bring in a large crowd, but will also show how the team and University supports and respects everything our troops are doing. Anyone who may have a family member who has fought or is fighting in the war will feel an emotional tie to this and will definitely want to attend.**
 * Another joint event we thought the players might like would be Alumni Weekend. This would be a planned and very well publicized weekend where old players from over the years are able to come back and there is a ceremony for them at the game. This will encourage athletes to come back each year to support the new members who have taken their positions. Not only will this raise attendance but will most likely also increase team moral and incentive to win just to prove how the team is holding up for that specific season.**


 * These events will be planned by the members of the team, coaches, as well as the School Spirit Club. By having the team and coaches plan a lot of the events it will save money as well as give them the opportunity to have a hands on effect in their community. They will be able to see just how their ideas and actions lead to results this way.**

· **Rewards:** Rewards come in the form of cash prizes, half-time raffles, and promotions. A student who attends 5 games will win a prize. For example, a student who attends 5 Volleyball games will win a free ticket for a $100 raffle, $5 worth of food at the next game, and a free t-shirt. o Method: § Create T-shirts with a slogan coined by a UD student and featured as a contest § Raffle will be conducted at half-time § $5 worth of food will be available at the next game with a printable coupon § Games attended will be counted on each student’s UDID card

$1500 || $2120 ||
 * || Raffle & tickets || T-shirts || Free food || Total ||
 * Rewards || $120 || 100 tshirts at $5 each = $500 || $5 and approx 300 students (typical attendance) =

· Internet Markets: The School Spirit Club, as well as any reward program will be advertised on Facebook. Any promotional event will be notified not only on newsfeeds, but on the Delaware Facebook site, alumni site and current student profiles. By creating different Ads on Facebook, there is an opportunity to target a specific student audience.
 * Not only will the Spirit Club be advertised on Facebook, but after analyzing tactics used by other sports teams we found that teams where the individual members (athletes) helped in the advertising process saw increased attendance. Yes, the student athletes here may be very focused on their individual sport and teammates, but they are also regular undergraduates here just like the rest of us with friends and acquaintances whom they could reach out to directly. When students received personal invites, such as events created and sent out by members of the team, on Facebook they were more likely to click attending and actually go to the game. We discovered that this resulted from the personal or emotional tie that student had with the situation. The personal invite makes it seem as though the student athlete would really appreciate if you were to come and support not only their team, but them individually. This made students feel like they were important and therefore making a difference rather than just blending in as one of the 300 faces in the crowd. **
 * Sending out fan pages on Facebook was another recommendation we thought of. Some teams at other Universities have created pages on the social network where students can "like" the page and receive updates and e-mails from "the team" on a regular basis. Members of the baseball and volleyball teams should send out these pages to close fans and then encourage their current fans to continue to send it out to other friends. This will quickly, and most important, easily spread the word to a big as well as diversified group of students on campus. For example, in our research the hockey team at Delaware has their own fan page where they send out updates with game details weekly such as where, when and who they are playing. It is estimated that University students go on Facebook roughly 5-8 times a day on average, this shows that by sending information out through this form of communication we are ensuring students will not only see it but pay attention to it because it is exposed to them so often. **
 * Even beyond sending updates before games, something that proved to encourage more attendance for the future was to also send followup updates after the games were played, especially if the team was victorious. We examined a specific outside case to come to this conclusion. The hockey team here is currently 14-0-1, showing they are doing much better this season through their winning streak and almost undefeated status. By inundating the community and students with details about their improvement since last season they are able to attract attention from student's who wish to find out what they are missing out on by not attending these intense matches. Through the creation of their fan page as well as team updates on their victorious season, game attendance has been seen to be roughly around 35% higher since last year. One may even be able to attribute their seemingly better season to the fact that they have more support in the stands. "Going to other school's where their rink is packed with fans screaming and cheering is the most motivating feeling an athlete can get while playing. Every time we experience this I hope one day our home rink games will be the same way. It really gets your adrenaline running, it pumps me up to play my heart out", Rob Pellow, Junior, stated when asked his opinion on increasing attendance at University events. Through this evidence it is evident that if the volleyball and baseball teams use their personal relationships to their advantage they will see results. By getting those close to them involved in promoting their games they will see more cheering faces in the crowd. **
 * In addition to Facebook there is another way to reach students through the Internet market. This is know as the website of Twitter, "the best way to discover what's new in your world." In our ever changing technology filled world most student's at the University have a smart phone to keep connected to the Internet and those around them. One who is signed up for a Twitter account can follow not only celebrities but any of their interests such as their favorite restaurant, magazine, or sports team! By receiving status updates to their phone the average person feels like they are connected and filled in with everything that is going on in the world around them. By taking advantage of this website the baseball and volleyball teams will be able to directly reach students on campus thus giving it that personal vibe again. Similar to the Facebook fan pages they would be able to simply create statuses filled with details about upcoming games, their record and miscellaneous things about the team. All their "followers" would directly receive the team updates without even asking alongside updates from their favorites they are following. This will trigger a positive image in their brain thus leading them to take action by wanting to check out what their favorite local sports team could be all about. Since it also gets sent directly to their phone it might feel more personal encouraging them to take more action as well. In this process the athletes can use their personal relationships to their advantage again. There have been up to 75 million users on Twitter up to date, therefore showing it has a large array of people. At least half of our University must be apart of the Twitter community proving it is a good mass media tool that should be utilized. Similar to the fan page by the athletes asking close friends to additionally post status updates on Twitter about specific events they will be able to reach a larger audience filled with different demographic and psychographic segments. The University in general has a Twitter account known as "BlueHenSays" that regularly posts updates about different activities and events on campus. If more varsity sports, such as baseball and volleyball, pursued this account and had them post updates about their games students interested in all different activities on campus would receive them. We felt that if someone is already a follower of BlueHenSays they are most likely interested in attending University events and would feel obliged to check out a game.**
 * The process of inundating the market through Facebook and Twitter updates is a very important concept in the marketing field. In marketing terms, repetition of something is the main way a consumer will remember the advertiser's message. By continuing to flood the University community with updates and information about these specific sporting events it will trigger something in their brain to subconsciously not forget when the event will occur, therefore resulting in higher attendance. We believe that by getting students to attend an events one time will permanently change the attendance problem for the future. This is because it is proven that by simply attending an individual game students may form a connection or following toward the team. This will result in them wanting to attend many more games throughout the season, especially if the team is successful throughout it or at the game they attend. The reason for this is the emotional tie they begin to create. They believe that the win of the team could be a result of their individual support in the stands, almost like the team needs them to continue successfully through the season. In addition to Facebook and Twitter the teams should request Recreation Services to send out an e-mail weekly to other members/sports teams publicizing home events. It would be nice if we could get the various athletic teams to band together and begin supporting each other to help increase the attendance as well. Different athletes could carry over fans they receive from their marketing techniques as well as their friends from their own sport to another this way. This would be a big help to bringing the community together especially by bringing the student athletes united as one.**
 * The main reason we focused so heavily on our Internet Market ideas is because the internet is the most well-known and effective form of communication in our society today. Additionally, it is the most simplistic and cheapest way to advertise. Creating a Twitter or Facebook account is free and if it is run by one of the members of the team will cost nothing but some time and effort. The Ads created that can run through Facebook as well are on the cheaper side and are able to be mass communicated to various random audiences which will aid the fan page base. With the current conditions on campus these ideas should be the first things the team does to promote. Overall, to parallel the internet situation to a different aspect of life, one can see that more people shop online now rather than in brick-and-mortar stores. Also, people seem to pay more attention to online advertisements than to fliers or posters seen around town. This is why we believe creating and promoting both ways is the best solution to the problem.**

o **Method**: A typical Facebook Ad for a UD Sports Event may run approximately :

Target Audience: Live in the US Live in Delaware 18 and older Who attend University of Delaware: Reach of approximately 3,333 UD fans on Facebook Bid of approx.: .60 per click Daily budget of $200 The budget allows for clicks of approximately 333 times a day. The Ad picture will be created by a local UD artist or student artist as a contest for no money involved. · This will run for approximately 1 year


 * || Per click || Daily Budget || Yearly Budget ||
 * Facebook Ad || .60 || $200 || $73,000 ||

<span style="color: black; font-family: Arial,sans-serif; font-size: 26pt; margin-bottom: 0in;"> Projection

Included in our report are the projections based on the use of these recommendations over a one, three, and five year period. By included these projections we believe the results will show the effectiveness for these recommendations.

One Year: While we understand that some of these recommendations may require some time before they can instituted others such as the Facebook and Twitter pages can be started as soon as possible and will provide a start to the overall increase of attendance. We are projected that if started by January of 2011 by the start of the baseball season the program should an increase of around 6%. While this may seem low only giving these pages three month before seeing results we feel that 6% would be a great start. We are also projected that by the 2011 volleyball season a 10% attendance increase should be expected. Still in its first year of activity we are projected that the 2012 baseball season should see another 3% increase bringing the total for the year to about 9%.

Three Years: By the three year mark we aspect the twitter and facebook pages to be in full swing as well as the Spirit Club starting. With these mediums of advertising we are expected most sports programs to see a 18% increase in attendance for the current numbers. With the Spirit Club appearing around campus and informing students of weekly sporting events we believe that students will be continuously informed and thus know of and attend more games.

Five years: After five years of following our recommendations we believe a favorable increase should be seen. We are projecting that after five years the overall increase will be above 30%. Paired with increasing performance of the athletic programs these events should begin to see very high rates of attendance and possible sell outs for top matches of the seasons. With the introduction of including the Boy’s and girl’s Club as well as the Boy scouts we believe that the surrounding community will become more involved with the University’s athletic program and continue to be a part of the tradition of the Fighting Blue Hens.

[]

[1] Udel.edu

[2] Udel.edu

** Appendix A **


 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Figure 1 - UD Sports Attendance Records ** ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Football ($42-$15) Home Games 2009 ** ||
 * **__<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Date __** || __<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Time __ || __<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Attendance __ || __<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Vs. School __ ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">September 4th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">19:00 || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">22006 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in;">West Chester ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">September 12th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">15:30 || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">20800 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in;">Richmond ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">September 19th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">12:00 || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">20585 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in;">Delaware State* ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">October 10th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">18:05 || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">22034 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in;">Umass ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">October 31st ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">12:05 || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">20639 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in;">James Madison ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">November 7th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">12:15 || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">18433 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in;">Hofstra ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 10pt;">Avg 12-12:30pm: 19885 ** |||| <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">Avg 3-7pm: 21613 ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 10pt;">Total Attendance: 125597 ** |||| <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: center;">Avg Home Game: 20749 ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Total Avg: 94% ** ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">*Denotes Rivarly Game (The First State Cup) ** ||
 * **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">*Denotes Rivarly Game (The First State Cup) ** ||


 * |||||||| **<span style="color: black; font-family: Calibri,sans-serif;">Figure 2 - UD Sports Attendance Records ** ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">Volleyball ($5 - Free) 2009 Home Games ** ||
 * **__<span style="color: black; font-family: Calibri,sans-serif;">Date __** || __<span style="color: black; font-family: Calibri,sans-serif;">Time __ || __<span style="color: black; font-family: Calibri,sans-serif;">Attendance __ || __<span style="color: black; font-family: Calibri,sans-serif;">Vs. School __ ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">September 4th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">1:10 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">165 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Princeton* ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">September 5th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">1:25 & 1:45 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">215 & 185 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Army & Rutgers* ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">September 18th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2:09 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2517***** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">North Carolina ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">September 23rd ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2:04 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">268 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Seton Hall ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">September 25th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">1:20 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">237 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">George Mason ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">September 26th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">1:14 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">290 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">James Madison ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">October 9th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2:00 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">345 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Hofstra ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">October 10th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">1:15 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">315 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Northeastern ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">October 30th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2:06 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">325 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Virgina Commonweath ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">October 31st ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2:04 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">215 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">William & Mary ||
 * **<span style="color: black; font-family: Calibri,sans-serif;">Noverber 6th ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">2:57 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">943 || <span style="color: black; display: block; font-family: Calibri,sans-serif; line-height: normal; margin-bottom: 0in; text-align: right;">Towson ||
 * <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Avg @ Barbara Viera Court: 256 || <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">Total: **<span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;"> 6020 ** || <span style="color: black; display: block; font-family: Calibri,sans-serif; font-size: 11pt; line-height: normal; margin-bottom: 0in; text-align: right;">Max: ? ||
 * <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;">* Denotes Games Played in Delaware Invitational ||
 * <span style="color: black; font-family: Calibri,sans-serif; font-size: 11pt;"> **Denotes Games played at the Bob Carpenter Center** ||
 * * Denotes School Record for Volleyball Game Attendance ** ||  ||   ||
 * |||||||||| Figure 3 - UD Sports Attendance Records ||
 * Baseball ($5 - Free) Home Games 2010 ||
 * __ Date __ || __ Time __ || __ Attendance __ || __ Vs. School __ || __ Day __ ||
 * March 6th || 12:00 || 215 || Manhattan* || Friday ||
 * March 6th || 3:30 || 215 || Manhattan* || Friday ||
 * March 7th || 12:00 || 245 || Manhattan* || Saturday ||
 * March 7th || 2:45 || 245 || Manhattan* || Saturday ||
 * March 16th || 1:00 || 215 || Delaware State* || Monday ||
 * March 16th || 3:45 || 215 || Delaware State* || Monday ||
 * March 19th || 2:30 || 250 || Fairleigh Dickinson || Thursday ||
 * March 20th || 1:45 || 255 || Fairleigh Dickinson* || Friday ||
 * March 20th || 3:15 || 255 || Fairleigh Dickinson* || Friday ||
 * March 21st || 1:00 || 275 || Fairleigh Dickinson || Saturday ||
 * March 23rd || 3:30 || 175 || Wilmington University || Monday ||
 * April 1st || 3:00 || 195 || Lafayette || Wednesday ||
 * April 2nd || 3:00 || 305 || Canisius || Thursday ||
 * April 3rd || 12:00 || 310 || Canisius* || Friday ||
 * April 3rd || 3:45 || 315 || Canisius* || Friday ||
 * April 9th || 3:00 || 217 || UNC Wilmington || Thursday ||
 * April 10th || 1:00 || 231 || UNC Wilmington || Friday ||
 * April 11th || 1:00 || 217 || UNC Wilmington || Saturday ||
 * April 14th || 3:00 || 197 || Saint Joseph's || Tuesday ||
 * April 16th || 3:00 || 286 || Towson || Thursday ||
 * April 17th || 1:00 || 203 || Towson || Friday ||
 * April 18th || 1:00 || 211 || Towson || Saturday ||
 * April 21st || 3:00 || 103 || Temple || Tuesday ||
 * May 7th || 3:00 || 311 || Hofstra || Thursday ||
 * May 8th || 1:00 || 297 || Hofstra || Friday ||
 * May 9th || 1:00 || 186 || Hofstra || Saturday ||
 * May 21st || 3:00 || 217 || Northeastern || Thursday ||
 * May 22nd || 1:00 || 261 || Northeastern || Friday ||
 * May 23rd || 1:00 || 217 || Northeastern || Saturday ||
 * Avg Weekday Games: 238 |||| Avg Weekend Game: 228 ||
 * Avg 12:00-2:45 Games: 239 |||| Avg 3:00-3:30 Games: 231 ||
 * Season Total: 6839 |||| Avg Home Attendance: 244 or 11% ||
 * * Denotes Doubleheader ||
 * Season Total: 6839 |||| Avg Home Attendance: 244 or 11% ||
 * * Denotes Doubleheader ||

Compiled from Udel.edu


 * Group 5.
 * Group 5.

383 Main Street Newark, DE 19711 October 31, 2010

Jessica Winemiller ISP Account Executive 485 Academy Road Newark, DE 19711

Dear Ms. Winemiller:

Newark Advertising Agency is excited to have the opportunity to respond to your request for a company that will help better advertise baseball and volleyball sports at the University of Delaware. We are a group of highly qualified individuals with expertise in sports marketing and advertising at the collegiate level, and are able to solve any issues you may have with attendance at home games.

The enclosed proposal is a detailed version of our intended plan to help facilitate better advertising. Included is information about the intended objective, marketing strategy, a cost-conscious budget and a schedule.

If you have any questions, I can be reached at 302-345-4495 and naa@yahoo.com__.__

Thanks for your time,

xxxxx

General Manager

Enclosed: Proposal

=__Formal Proposal__=

Proposal:
Increase campus and local advertising for the University of Delaware's baseball and volleyball athletic programs in an effort to increase the average attendance of home games, while minimizing any cost increase for the university.

Problem:
Due to recent unforeseen economic downturn attendance for most sporting events has declined. However, not all athletic programs have shared in this decline such as the University of Delaware's D-1AA football program. So pared with minimal advertising for the baseball and volleyball programs, the average home game attendance has been lower than desired.

Objective:
By first understanding what advertising methods work best to increase attendance, we can then formulate an effective p;an to steadily increase awareness and attendance for the baseball and volleyball athletic programs. After formulating the most efficient marketing and advertising methods, we can then provide an estimated cost vs. profit example for the suggested methods. In an effort to increase support and attendance we will also seek to minimize the advertising costs for the university.

Procedure:

 * 1) We wil examine the current attendance trends
 * 2) 2009-2010 volleyball season (home game attendance)
 * 3) 2010 baseball season (home game attendance)
 * 4) Compare to the 2009 basketball and 2009 football seasons.
 * 5) We will survey a sample of students to see what could increase their desire to attend these two sports home games.
 * 6) We will research what marketing and advertising ideas will be most effective in increasing both awareness and attendance for these teams.
 * 7) Provide the two best options.
 * 8) Provide the cost for both ideas.
 * 9) We will offer a projected one year view of the cost vs. profit for these plans as well as a five year projection of the attendance increase.

Record of Service:
Our research team provides our customers with the most in depth analysis of the requested information by using our teams wide range of expertise in dealing with each topic. Our team has provided many Fortune 500 companies with effective and efficient plans to increase company awareness as well as increasing their profit. Those who implemented our suggestions have seen an increase in their profits over the last few years and a sizable improvement of awareness for the brand.

Cost to University of Delaware:
We offer our suggested plans for a small down payment of $300. This payment can be refunded if the prospective client opts not to do business with our company. After completing the project we offer clients the option to either pay in full or pay in monthly payments based on the number of hours devoted to the given project.

Schedule:
Week 1 (November 8th - 12th) - Examine the current attendance rates for the baseball and volleyball programs along with current ticket prices. Also, conduct the survey to find what fans would be most interested in.

Week 2 (November 15th - 19th) - Examine the current costs for advertising and marketing as well as investigating the new marketing and advertising suggestions.

Week 3 (November 22nd - November 26th) - Present the report to the University of Delaware Marketing team.

Week 4 (November 29th - December 3rd) - Finalize plans with clients.

=__Tentative Proposal__=

Group Members: 1. David Quigley 2. Nicole Weingartner 3. Michael Ciccarelli 4. Kelly McCarthy

What each person is responsible for: 1. David Quigley - Numerical Data - finding how many people attend, how much each ticket is, evaluating the fanbase and how and why people do not attend Baseball and Volleyball games at UD 2. Nicole Weingartner - Promotions - evaluating the current advertising strategy for UD sports, assessing how well these strategies work and what doesn't work, Formatting 3. Michael Ciccarelli - Promotions- creating new ways the Delaware ISP Sports Network Team can advertise 4. Kelly McCarthy - Researching costs of the marketing strategy, cost-effective ways to advertise and also helping with creating new advertising ideas

Idea: Increasing promoting for the University of Dlaware's athletic promotions to increase attendance and university profit, focusoing on two sports (Baseball and Volleyball). The baseball team only has typically 250 people who atttend hoe games on a regular basis. There is also no record of attendance set for the volleyball team. In comparison to the other sports, such as the football team with 20,000 fans per home game, these sports need a serious improvement. The Blue Hens ISP Sports Network Team, which is head by Account Executive Jessica Winemiller (who is in charge of UD sports promtion) would be requesting ideas on how to increase sports attenance at UD.

Method: Evaluate the current promoting methods and attendance for sporting events. There is online research on this - typically numerical data and other date on the UD website. This will be compared with data from other teams, and expectations of how many should be attending. Then, there will be some marketing and planning involved. The net steps are creating an advertising plan that would be cost-conscious, exploring options for increasing promotions such as: hiring more marketing interns engaging UD alumni, and initiating better social media networks like Facebook. After, the costs need be evaluated as well. We will figure out how much money it costs to promote events, how to minimize costs, and how much each ticket sells for for each sporting event. ||