Creative Encompass presents to

Mr. Michael McBroom

West Texas A&M University

2009-2010 Football Season

“Follow Us!”

Amanda Johnson

Amber Dawn Barnett

Hillary Siegfried

Taylor Forti

Skylar Hinds

Table of ContentsSection: Page:

*Situational Analysis 1

*Current Advertising Climate 6

*Competition 7

*Target Market 8

*Creative Tactics 9

*Integrated Marketing

Communications Tools 10

*IMC Calendar 23

*Budget 25

*Evaluation and Post-tests 27

*References 29

Situational AnalysisWT Football is known for their winning ways and

great offense. Last season, WT won 11 games, and only lost

2. In last season’s entirety, WT scored 626 points, while

opposing teams only scored 343 points. As far as passing

yards are concerned, WT had 5,565, and the opponents only

had 2,927. WT’s attendance rates were also outstanding.

83,271 WT fans came out to support their team. Opponents

only rallied 36,508 fans.

WT’s statistics are outstanding. With these kinds of

stats, it should not be hard to market next season’s football

team. We want to sell 1,500 family passes, and increase

student attendance at each game to 2,000. These two

divisions make up our target market. Our IMC Tools,

elaborated on later, will help us achieve these goals.

1

Team Strengths:WT’s football team has many positive attributes.

-We play in the most difficult division in the country. Our home opener is

against Grand Valley State, who has won four national championships in the

last seven years. Our Homecoming game opponent is Eastern New Mexico

University. Both of these games are against major opponents and will not be

easy wins.

-WT’s hard-working offense has been named one of the top in the country for

the last four years.

-Coach Carthel is known and loved by many. His charismatic voice and

personality are recognizable.

- WT offers Family Passes and Reserved Seating with the convenience of in-

seat concessions.

- A tailgate area is also available right outside the playing field.

-A new online ticket buying system is going to launch this summer. This will

make purchasing tickets simpler and quicker.

- Kimbrough Stadium’s 50th anniversary occurs on September 26, 2009.

On this date, our game is against Texas A&M-Kingsville.

(2009 WTAMU Football Season handout)

2

Team Weaknesses:

WT’s football team also faces disadvantages.

-The team is losing 26 seniors, some of whom

have been named All-American players. These

seniors were familiar faces and had numerous

fans.

-Kimbrough Stadium’s hills and landscaping is

difficult to navigate through, especially for older or

injured fans. This could be keeping many people

from attending the games.

- WT’s fans are accustomed to the winning ways.

Many of them are used to the team doing well;

therefore, they do not attend many games.

-(2009 WTAMU Football Season Handout)

3

Opportunities to Make

Weaknesses into Strengths:

-Although the team has lost 26 seniors, it has gained new

players. These new, talented players may attract new fans and

regain some currently uninvolved ones.

- Kimbrough Stadium’s difficult landscape is a challenge for

older or injured fans, but cart rides are available before and

after games to assist fans in getting down the hills.

-Because WT fans are accustomed to success, our agency team

has discovered marketing techniques in order to regain their

interest, attention, and attendance. These techniques are

explained more in-depth in our IMC Tools section.

4

Threats to our Advertising Campaign:

-Fans of the graduated seniors may have a difficult time

remaining interested in the season with their favorite players

gone.

- Although WT does offer cart rides to assist people over the

hills of the stadium, waiting on a cart may be inconvenient

and take up too much time.

5

Current Advertising ClimateOther universities are getting their names out to fans in multiple ways:-Oklahoma University uses blogs, program auctions, kids’ clubs, play meet-and-greets, and a Sooners Fan Club -University of Texas employs such programs as Longhorns Fan Club, photo galleries, summer camps for up-and-coming athletes, and mobile downloads. -Texas Tech University focuses on one of their key players, Michael Crabtree, to help gain fans’ attention. Selling jerseys and having a Red Raiders Club are also techniques used to obtain fans. Red Raiders Club members receive benefits such as discounts, season tickets, priority parking at games, e-mail updates, premium seating areas, and tax deductions among other benefits. They also have a magazine. -Texas A&M auctions merchandise off of their website and hold contests and sweepstakes. Pictures and team statistics are included on the A&M website. -University of Oregon launched OSN Mobile, a free and easy-to-use application to download to mobile phones. This gives fans the latest athletic news, updates, and highlights. -Bakersfield College’s website contains names of players who have moved on to the big time, the NFL. -Wofford College gives away prizes, such as posters, schedule cards, and magnets, at every game. -Temple University posts videos of their games on their website.

6

Competition

Some other forms of entertainment can

pose threats to the attendance of the

football games. Going out to the movies,

eating supper at a restaurant, quality

time with family, or other plans fans may

have can be a hindrance to their ability to

attend football games on Saturday nights.

7

Our advertising agency is focusing on

gaining the interest, attention, and

attendance of college students. We will also

market to families in the Panhandle area

who may purchase family passes.

Target Market

8

Our slogan is “Follow Us.” This slogan can be formatted in

many different ways. It gives our campaign continuity. We

use this slogan as a call to action.

- “Follow us to the box office” is used to promote ticket

sales

-“Follow us to a winning season” is used as an overall call

to action to attend this season’s games.

- “Follow us to victory” also promotes the upcoming games,

and also calls attention to the team’s winning tradition.

- “Follow us to GoBuffsGo.com or Facebook.com” generates

visitation to the team’s website and Facebook page.

- “Follow us” is also a simple slogan that can be used on

billboards, t-shirt, window stickers, and other merchandise

-to grab attention and make people talk.

Creative Tactics

9

Our IMC section contains five subdivisions

with examples of our group’s campaign ideas

for each.

The subdivisions are:

1. Advertising

2. Internet/Interactive Media

3. Sales Promotions

4. Direct Marketing

5. Public Relations

Integrated Marketing

Communication Tools

10

The advertising aspect of our campaign

centers on 2 billboards strategically placed

in Amarillo. Schedule cards will be left

around campus and at businesses in

Canyon. “Follow Us” window stickers will

be available for purchase in the WT

Bookstore and online. Footprints will lead

to the box office and be strategically placed

around campus and Canyon as guerilla

advertising. The footprints reinforce our

campaign theme of “Follow Us.”

11

Advertising

window stickers

BillboardsFootstep Stickers

12

Schedule Cards

13

Putting our websites on our schedule cards and billboards

will generate Internet traffic to the Athletics’ website,

GoBuffsGo.com.

A Facebook page will also be maintained. This will allow

people who become fans to receive updates about the

games, athletes, and highlights of the football season.

We can use “Follow Us” as links on our websites. Online

ticket sales will also help generate Internet traffic to our

sites.

College students are very in-tune with the Internet and

Interactive media, so these IMC strategies cater very well

to them.

14

Internet/Interactive Media

Facebook

15

Links to navigate through WT’s websitesOn GoBuffsGo.com: Click here to Follow Us to WT’s Facebook page.On GoBuffsGo.com: Click here to Follow Us to the online ticket purchasing

location.On Facebook page: Click here to Follow Us, become a fan, and receive updates

all season long.On Facebook: Click here to Follow Us to WT’s Official Athletics’ website.

GoBuffsGo.com Banner

Share

What’s on your mind?

West Texas A&M University Football

To increase advanced ticket sales, we have created a

sales promotion that will allow fans to purchase

tickets at a cheaper price earlier in the season.

Dates: Individual Ticket Prices:

June 15-30 $ 17

July 1-14 $ 21

July 15-31 $ 25

August 1-15 $ 28

August 16 and later $32

16

Dates Family Pass Price:

June 15-July 31 $ 60

August 1 and later $75

We will also focus on the fact that students get in to

football games free with their Buff Card. Free

things are always the best for broke college

students!

Sales Promotions

After each home game, we will send out cards to WT

students and members of the community within our

database we will build with our Public Relations subdivision

of our campaign, which will be discussed later. The

postcards will include game highlights, score, injury report,

and date and opponent of the next game.

The second direct marketing event we will do is a short

telephone message sent to WT students dorm phones and

members of the community. Coach Carthel will record the

message because of his charismatic and recognizable voice.

The brief message will include information such as locations

to purchase tickets and the date of the next game. “Follow

Us” in some form will also be used at the end of the

message.

17

Direct Marketing

Direct Mail Piece

Score:Game Highlights:Injury Report:Next Game Information:

18

Ten members of the team will go to a specific United Supermarket on a

designated date. Passers-by can take pictures with the players or with a photo

background provided. Schedule cards, stickers, whistles, and other

merchandise will also be given away. A raffle will be held for two season

passes. The information obtained through this process will help us build our

database. When fans leave, the football players can use our tagline, and invite

fans to “Follow us to a great football season.”

The new members of the team will hold a training camp for children in the

community six to fourteen years old. The camp will take place in the Activity

Center on campus. It will be a come-and-go event from 1-6 p.m. on a Saturday

before the season begins. Children will learn to pass, kick, punt, and play

football from the newcomers to the WT football team. They will also receive the

same souvenirs used at United Supermarkets.

Both of these public relations campaigns will increase the public’s

awareness of the team. It will also get the community involved with the

team. These events cater mostly to children, who can encourage their

parents to purchase a family pass.

19

Public Relations

United SupermarketsStore Location Date Time

45th Street, Amarillo

Saturday, August __(1st or 3rd Saturday)

11 a.m. to 3 p.m.

South Georgia Street, Amarillo

Saturday, August __(1st or 3rd Saturday) or Friday afternoon

2 p.m. to 6 p.m.

23rd Street,Canyon

Saturday and/orSunday

10 a.m.- 1 p.m. and1 p.m.- 4 p.m.

We chose these locations because of their strategic geographical

positions. We also thought Fridays, Saturdays, and Sundays would be

the best time to have contact with families. John, at the Canyon

location, said the busiest time each week is between 10 a.m. and 4

p.m. on Sundays.

The Amarillo locations were specific about being available only two

Saturdays per month, but the South Georgia Store Director, Matt,

said he would be open to having our program on a Friday afternoon.

The Canyon location was open to any time, but manager, John, said

Saturdays and Sundays would probably be best. 20

When doing our

PR at the

Canyon United,

we will stay

longer. The shift

will be split into

two parts so

players can

switch out and

they do not

have to give up

their entire day.

Raffle Ticket form

Photo Board Background

21

Flyer for Day CampWTAMU Presents

2009 Football Camp!

Come celebrate the year of Kimbrough’s 50th Anniversary!

Who: Children ages 6-14When: Saturday, August __, 2009

1:00-6:00 p.m.- come and goWhere: The Activity Center on WT

CampusWhat: New Football Players will hold a day camp for children. Participants will learn to kick, pass, punt, and play football! Follow us to a fun-filled learning experience.

22

IMC Calendar (July-December 2009)

Activity July August September October November December

Billboards

Window stickers

Footsteps to box office

Facebook

GoBuffsGo.com

Online Ticket Sales

Postcards

Telephone messages

United PR

Football DayCamp

Regular Activity Increased Activity 23

IMC Calendar (January-June 2010)

Regular Activity Increased Activity

Activity January February March April May June

Calculating Website Hits

Evaluation of Attendance Numbers

EvaluatingMerchandisePurchases

Student Tests

24

Budget

25

Item Company Quantity Price

Billboards Lamar 2 $3,600

Whistles Esportsonline.com 144(12 Dozen)

$91.08

Window Decals T&L Ink Custom Window Decals

500 $3,000

Direct Mail Pieces Kinko’s 1,500 $310

Postage Post Office 1,200(200/home game)

$576($96/game)

Schedule Cards Kinko’s 5,000 $170

Flyers for Day Camp

Kinko’s 500 $270

Footprint Vinyl Stickers

Shirt FX 100 $100

Background for Pictures at United

Donated 1 $0

Note: We will have 300 direct mail pieces left over that were not mailed out. These could be distributed to businesses around Canyon.

26

Budget

Season Budget: $ 15,000

Spent: $ 8,117.08

Remaining: $ 6,882.92

Even with all of our creative and innovative

ideas, we managed to stay under budget.

This is a great feat and means that if

necessary, more marketing can be done. This

money could also be put to use elsewhere.

To evaluate how well our overall marketing plan

worked, we can look at the increase in game

attendance or merchandise purchasing. Both of

these events mean people are becoming involved

and interested in West Texas A&M and the Football

program.

Another type of evaluation could be a survey given

to students about their personal attendance of the

football games.

Website hits will also help calculate the success

of our campaign.

Evaluation and Post-tests

27

28

Evaluation of 2009 Marketing Techniques

Academic Classification?Fresh.__ Soph.__ Junior__ Senior__

Did you attend any WT games before this season?Yes___ No___

Did you attend any games this season?Yes___ No___

What influenced you to attend these games?

Did you notice any new advertising or marketing techniques used to promote this season, such as footprints around campus/Canyon, new billboards in Amarillo, or mail pieces?Yes___ Some___ None___

Post-season evaluation given to WT students

ReferencesAnderson, John. Manager of United Supermarket on 23rd Avenue,

Canyon, Texas. Interview. April 20, 2009.Bakersfield College. (n.d.)Where Have They Gone? Retrieved February

3, 2009 from http://www.bakersfieldcollege.edu/ athletics/Football/Where.asp

Edward, Matt. Store Director of United Market Street on South Georgia Street, Amarillo, Texas. Interview. April 20, 2009.

Grey, Randy. Manager of United Supermarket on 45th Street, Amarillo, Texas. Interview. April 20, 2009.

Kinko’s. Interview. April 24, 2009.Oklahoma Sooners. (n.d) Retrieved February 3, 2009, from

www.soonersports.com.Oregon Ducks. 2008 August 20. 2008 Oregon Football Coverage on the

O-Zone. Retrieved February 3,2009, from http://www.goducks.com/ViewArticle.dbml?DB_OEM_ID=500&KEY=&ATCLID=1554634

Red Raider Club. (n.d.) About the Red Raider Club. Retrieved February 3, 2009, from http://redraiderclub.com/about-rrc.shtml.

Red Raider Club. (n.d.) Red Raider Club Member Benefits. Retrieved February 3, 2009, from http://redraiderclub.com/membership.shtml

29

Temple Athletics. Football. Retrieved February 3, 2009, from http://owlsports.cstv. com/sports/m-footbl/tem-m-footbl- body.html

Texas A&M. (n.d.) Aggie Football. Retrieved February 3, 2009, from http://www.aggieathletics.com/sports/m-footbl/tam-m-footbl-body.html

Texas Longhorns. (n.d.) Official Site of Texas Athletics. Retrieved February 3, 2009, from www.texassports.com.

West Texas A&M University (n.d.)2008 West Texas A&M Football. Retrieved April 24, 2009, from http://www.gobuffsgo.com/sports/m-footbl/stats/2008-2009/teamstat.html

West Texas A&M University (n.d.) Cumulative Season Statistics. Retrieved April 24, 2009, from http://www.gobuffsgo.com/sports/m-footbl/stats/2008-2009/teamcume.html

Wofford Sports Properties. (2008, August 21). Marketing and Promotions.Retrieved February 3, 2009 from http://athletics.wofford.edu/ sports/2007/12/6/GEN_1206071828.aspx?tab=marketingpromotions

2009 WTAMU Football Season handout

References

30