engaging geographically distant identified fans of college athletics

A proposal detailing recommendations for conceptualizing and implementing an online community to help alumni remain highly

identified fans of Southeast State University

LORAS COLLEGE GOLDAndrew Wampler | Cole Claussen | Marykate Halm | Sean Bourke

THE FROG CLUB BLOG FROG CLUB

Southeast State

CASE SYNOPSIS

“The need for new major donors to come out of the younger generations is quickly

approaching. It is time for college and university development offices to think seriously about their young alumni and start cultivating them into the future of

these institutions.”

- J.T. McDearmon & K. ShirleyInternational Journal of Education Advancement, 2009

FROG CLUBSoutheast State

FAN IDENTIFICATION + SOCIAL MEDIA


• Individuals following college sports• Social media’s impact

• 24% in 2008 73% in 2015 • Importance of young alumni

• Heaviest social media users• 25-34 year olds account for 35.3M accounts in US

• Future donation campaigns

THE FROG CLUB

NEWS & UPDATES

Terms of Service | Policies | Important Information | FAQs | Contact Us | Site Map

WE WANT YOUR INPUT!

What does it take to build a legacy? Success, drive, passion, talent, and of course, dedicated fans like you! 2015-2016 will be an exciting time for Frog athletics and we want to make sure you are a part of the conversation. Please answer this survey question to help us better align our vision with you, our most dedicated Frog fans! And check back soon for more opportunities to respond over the weeks to come.

WHICH OF THE FOLLOWING PLATFORMS DO YOU USE THE MOST TO FOLLOW FROG ATHLETICS?

FacebookTwitterInstagramFrog Club Blog

VOTE

FOOTBALL LOOKS TO REPEAT UNDEFEATED SEASON IN 2015

OUR MISSION MEMBERSHIP TICKET PACKAGES FROG CLUB BLOG WAYS TO GIVE


My Frog Club Login

sesfrogclub.com

SEARCH SITE Not a Member? Join Now!

OUR MISSION MEMBERSHIP TICKET PACKAGES FROG CLUB BLOG WAYS TO GIVE


My Frog Club Login

JOINHome Membership JOIN

More

With loyal support from Frog fans, the Frog Club is dedicated to enhancing Southeast State and its athletic programs. Southeast State has a proud athletic tradition, highlighted by the Frog Club fan base, our talented athletes, and the dedicated coaching staffs of 16 men’s and women’s varsity sports. The Frog Club’s goal is to provide Southeast State supporters with the most unique coverage in college athletics. We want our fans to be an integral part of Frog Athletics through the use of benefits such as user-generated content and professionally written articles as well as up to the minute coverage of our 16 varsity sports.

Reasons to Join

Reasons to join the Frog Club

Join Now

Find out about different ways to join the Frog Club today!

Levels and Benefits

Joining the Frog Club has many benefits for the individual Frog fan, but also for many student-athletes and programs...

© 2015 Southeast State Frog Club. All Rights Reserved.

Terms of Service | Policies | Important Information | FAQs | Contact Us | Site Map

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OBJECTIVES & EVALUATION

OBJECTIVES


• Within one year:• Increase awareness to 50,000 alumni• 17,500 visit the Frog Club website• 5,000+ sign up for the Frog Club

EVALUATION


• Analytics• Social media accounts• Blog participation

• Correlation between donations and growth• Percentage of donors in Frog Club

STRUCTURE & FEATURES

WELCOME TO THE FROG CLUB BLOG HOME OF ALL THINGS SOUTHEAST STATE ATHLETICS


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TOP STORIES

TOP FAN POSTS

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RECENT FAN POSTS

TRENDING NOW

FOOTBALL LOOKS TO REPEAT UNDEFEATED SEASON IN 2015






See what’s next from @SESFrogClub

Facebook Feed

1.

2.

3.

4.

10 reasons college football is the king of all sports

15 things I miss about living on campus

Why you should join Greek Life

First month of college vs. last month of college

Why seniors shouldn’t be so eager to leave SES

Important tips for freshmen

How to avoid the freshman 15

Best dorm room recipes

SEARCH SITE

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BLOG HOME





See what’s next from Frog Club


Check out this fanpost trending now on the Frog Club Blog called “10 reasons college football is the king of all sports” by @KingTaylor39 #FrogClub

We sat down with Coach Daly to talk about the upcoming fooball seaon. Check it out at the link below: https://www.youtube.com/watch?v=V_ozofiGJo

Ever wonder if the Southeast State Twitter accounts you follow are the real deal? Check out the link below to see out official social media list: https://www.sesfrogs.com/socialmedialist/2015.aspx

Don’t forget: sign up before the football home opener (9/5) to get your name entered into an exclusive homecoming raffle #FrogClub

Check out this week’s trending Fan Posts on the Frog Club Blog below at:

Check out this fanpost trending now on the Frog Club Blog called “10 reasons college football is the king of all sports” by @KingTaylor39 #FrogClub

We sat down with Coach Daly to talk about the upcoming fooball seaon. Check it out at the link below: https://www.youtube.com/watch?v=V_ozofiGJo

Ever wonder if the Southeast State Twitter accounts you follow are the real deal? Check out the link below to see out official social media list: https://www.sesfrogs.com/socialmedialist/2015.aspx


Check out this week’s trending Fan Posts on the Frog Club Blog below at:

FINAL

Frogs 24 Badgers 21

Camp Randall StadiumMadison, Wisconsin

9/19 1:00pm

Frogs Illini

Nelson StadiumDothan, Alabama

9/26 2:00pm

Frogs Hawkeyes

Kinnick Stadiumiowa City, Iowa

FINAL

Frogs 24 Badgers 21


9/19 1:00pm

Frogs Illini


9/26 2:00pm

Frogs Hawkeyes


FINAL

Frogs 24 Badgers 21


9/19 1:00pm

Frogs Illini


9/26 2:00pm

Frogs Hawkeyes


FINAL

Frogs 24 Badgers 21


9/19 1:00pm

Frogs Illini


9/26 2:00pm

Frogs Hawkeyes


FAN POSTS RECENT LAST WEEK LAST MONTH ARCHIVES


SEARCH POSTS

My SportsFootballBasketballMen’s SoccerSoftballedit

MenuBlog Home

Fan PicsStoriesSports PagesFeatured AlumniGame ThreadsCoaches’ CornerTicketsMerchandise


POSTS

1. 10 reasons college football is the king of all sports 30 minutes ago by KillinMeSmallz

posted 3 days ago by KingTaylor39

2. 15 things I miss about living on campus 54 minutes ago by KingTaylor39

posted 2 days ago by Frogs4Life

3. Why you should join Greek Life 32 minutes ago by Quinn_SES_89

posted 6 days ago by BenSuchomski

4. First month of college vs. last month of college 90 minutes ago by FrogGirl87

posted 4 days ago by Kula_286

5. What kind of college football fan are you? 48 minutes ago by ChellChell

posted 1 day ago by Sweener-23

6. 12 best things about being a SES fan 70 minutes ago by sWILLy31

posted 3 days ago by FrogGirl87

7. 22 moments every collge football fan experiences 12 minutes ago by ChellChell

posted 1 day ago by sWILLy31

8. If SES professors were replaced by pop stars 53 minutes ago by Frogs4Life

posted 2 days ago by ChellChell

9. 21 Lessons you learn in college 20 minutes ago by BenSuchomski

posted 5 hours ago by Quinn_SES_89

83

COMMENTS LAST REPLY

+ NEW FAN POSTTRENDING NOW TOP POSTS THIS WEEK

61

57

68

32

44

25

33

15

TRENDING

FAN POSTS

SEARCH SITE

sesfrogclub.com

HOME SOUTHEASTERN EAST DIVISION | RANK: 1st | RECORD: 2-0 (0-0)

FOOTBALL


My Sports

BasketballMen’s SoccerSoftballedit

MenuBlog HomeFan PostsFan PicsStoriesSports PagesFeatured AlumniGame ThreadsCoaches’ CornerTicketsMerchandise


1.

2.

3.

4.

5.

6.

22 moments every college football fan experiences

What kind of college football fan are you?

12 best things about being a SES fan

10 reasons college football is the king of all sports

Coolest football traditions at Southeast State

Coach Daly shook my hand guys. I’m never washing it again.

NEWS SCHEDULE ROSTER STATS TICKETS THREADS

LATEST NEWS

RECENT FAN POSTS RECENT FAN PICS

by Jeff_Crandall

by Sweener-23

by KillingMeSmallz

by Quinn_SES_89

by FrogGirl87

by ChellChell

by KingTaylor39

by sWILLy31

by Garrett2

Frogs dominate Kent State in 35-17 victory for home opener

by SES Athletic Communications

Southeast State tops Wisconsin 24-21 in road thriller

by SES Athletic Communications

September 5, 2015 FINAL

SoutheastFROGS

KENT STATE(0-1)

SOUTHEAST STATE(1-0)

@

17 - 35

September 12, 2015 FINAL

SoutheastFROGS

WISCONSIN(1-1)

SOUTHEAST STATE(2-0)

@

21 - 24

FOOTBALL

SEARCH FOOTBALL SEARCH SITE

sesfrogclub.com

SOCIAL MEDIA

Frog ClubFROG CLUB

Southeast State


Southeast Frog ClubNon-Profit Organization

The Frog Club is home of all things Southeast State Athletics from fan-generated content to professionally written articles about Frog Athletics.

http://www.SESFrogClub.com/


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ABOUT

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Southeast Frog Club

Ever wonder if the Southeast State Twitter accounts you follow are the real deal? Click the link below to see our official social media list:

https://www.sesfrogs.com/socialmedialist/2015.aspx

August 20 at 9:37am •

Like • Comment • Share • 32 7 35


Southeast Frog Club

We sat down with Coach Daly to talk about the upcoming football season. Check it out at the link below:

https://www.youtube.com/watch?v=V_ozofiGPJo

August 26 at 3:15pm •



Southeast Frog Club

Check out this fanpost trending now on the Frog Club Blog called “10 reasons college football is the king of all sports” by Taylor Heinricks

https://www.sesfrogclub.com/blog/trendingnow/10_reasons.rpcs

September 1 at 11:03am •


Southeast Frog Club@SESFrogClub

The Frog Club is home of all things Southeast State Ath-letics from fan-generated content to professionally written articles about Frog Athletics.

Southeast StateSESFrogClub.com

Joined January 2013

Tweet to Southeast Frog


Southeast Frog Club retweeted

Southeast Frog Club retweeted



Southeast Frog Club @SESFrogClub • Sept 1

Southeast Frog Club @SESFrogClub • Aug 27

37 Photos and videos

TWEETS FOLLOWING FOLLOWERS FAVORITES

346 76 1,978 34

Tweets Tweets & replies Photos & videos Who to follow Refresh View all

SES Athletics @SESAthleticsFollowed by Marykate Halm ...

SES Alumni Office @SESAlumniFollowed by Andrew Wampler ...

Trends Change

Just signed up for the Frog Club! Excited to see this new club develop and to use the Frog Club Blog! #FrogClub #SoutheastState


Can’t wait to be back in Dothan for the football home opener next week! #GoFrogs #FrogClub

Shane Williams @sWILLy31 • Sept 5

Dillon Olson @DillonOlson • Sept 1

12 32

21 34

14 37

10 53


Southeast Frog Club @SESFrogClub • Sept 5Check out this fanpost called “10 reasons college football is the king of all sports”: https://www.sesfrogclub.com/blog/trendingnow/10_reasons.rpcs

ESPN @ESPN

ALUMNI EVENTS


• 11 primary U.S. markets• One event per month

• Promotion through blog & social media• Self-promotion• Support website• Further improve fan identification

• Mimic game day experience

LOGISTICS

DAY-TO-DAY


• Joint effort between alumni office and athletic department

• Site Manager employed by alumni office• Site Manager’s duties

• Content control• Content creation

• Dashboard manager (Hootsuite)

• Events

START-UP & MAINTENANCE COSTS


• Hire from within or hire new graduate• $35,000 salary (O*Net)

• No cost for dashboard manager• Events

• $10-20 per attendee (50-100 guests)• $500-$2,000 per event• Travel expenses

REVENUE


Membership Dues 4,000 young alumni paying $10 ..................

1,000 older alumni paying $20 .....................

Student Fees 24,000 students paying $5 ..............................

Projected First Year Revenue $180,000

$40,000

$20,000

$120,000

SWOT ANALYSIS

SWOT ANALYSIS


STRENGTHS• Merging social media & events

• Combined resources of alumni office and athletic department

WEAKNESSES• Lack of funds available

• Student fee

SWOT ANALYSIS


OPPORTUNITIES• Marketing to current students

• Future donations of young alumni

THREATS• Poor athletic performance

• Improper use of blog / lack of use by members

• Shared login information

CONCLUSION

“The need for new major donors to come out of the younger generations is quickly

approaching. It is time for college and university development offices to think seriously about their young alumni and start cultivating them into the future of

these institutions.”

- J.T. McDearmon & K. Shirley International Journal of Education Advancement, 2009


REFERENCESAdweek. Number social network users in the United States as of January 2015, by age (in millions). In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/statistics/243582/us-social-media user-age-groups/

ComScore. Unique multi-platform visitors to selected social networks in the United States as of February 2014 (in millions). In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/stati tics/294439/us-multi-plaform-social-network-visitors/

Duggan, M., Ellison, N., Lampe, C., Lenhart, A., & Madden, M. (2015, January 9). Social Media Update 2014. R trieved March 26, 2015, from http://www.pewinternet.org/2015/01/09/social-media-update-2014/

Edison Research. Percentage of U.S. population with a social network profile from 2008 to 2015. In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/statistics/273476/percen age-of-us-population-with-a-social-network-profile/

Harris Interactive. Do you follow college sports?. In Statista - The Statistics Portal. Retrieved March 27, 2015, from http://www.statista.com/statistics/197865/us-adults-following-college-sports/

McDearmon, J.T. (2013). Hail to Thee, Our Alma Mater: Alumni Role Identity and the Relationship to Institutional Support Behaviors. Research In Higher Education, 54(3), 283-302. doi:10.1007/s11162-012-9271-6

McDearmon, J.T., & Shirley, K. (2009). Characteristics and institutional factors related to young alumni donors and non-donors, International Journal of Education Advancement

Salary + Benefits. (n.d.). Retrieved from Department of Labor website: http://www.careeronestop.org/SalariesBen fits/Salary_Report.aspx?soccode=131131&mode=Annual&stfips=01#content

THANK YOU

QUESTIONS?


STUDENT FEE


“The president and I agreed that given the fact that we had been able to grow our annual giving and grow our ticket sales that it was appropriate that we go ahead and phase out that

(component of the subsidy) support. Obviously we’re grateful to our fans and our donors who make self-sufficiency possible. But the key thing is living within your means and making smart deci-

sions both on the revenue side and the expense side.”

- John Currie, Athletic Director at Kansas State USA Today, 2013

OBJECTIVES


• Achieved using DAGMAR principle• Task: Create awareness, trial, repeat

• Awareness: 90,000 50,000 (55%) • Trial: 50,000 17,500 (35%)• Sign up: 17,500 5,000 (28%)

EVENTS


• 11 major cities due to calendar set-up• 12 cities every year following

• Chris Gary, Director Athletics Development at Auburn• Two hour area, major metroplitan ares

SHARED LOG-INS


• Prevent concurrent log-in plugin

• Prevents users from being logged into the same account from multiple locations