MORE FANS!!

M E D I A 3

4 1 FI N

A L PR O J E

C T BY D

A V I D P

R U E T T

SUMMARYLander University Basketball Program offers very entertaining basketball. This report is to explain how Lander can bring in more fans to the men’s and girl’s

basketball games in the winter of 2012 and 2013.

SITUATION Lander basketball games have been lacking full attendance for most of the home

games. The situation is having to convince students and residence of Greenwood S.C. to attend more home basketball games at Lander University.

Lander hosted 14 home games last season and had an average attendance rate of 503.5 people.

The highest attended game was on February 4th 2012 with 2,250 fans. The lowest attended game was on November 26th 2011 with only 175 fans attending.

Horne Arena where the Bearcats play hold over 3,000 fans.

OBJECTIVETo improve attendance at the basketball games there must be a few objectives to

achieve. This project will take time to see results. In the 2012-2013 season there needs to be an improvement in average attendance.

TARGET AUDIENCE There are two separate audiences being targeted for this PR project. One is the

residence of Greenwood and the other consists of all the students that attend Lander University. The Greenwood residence targeted includes people of ages between 28-70. Many older people attend the games already so getting the younger population is the key. Lander students will be an easier task to bring to the games.

STRATEGIES & TACTICS Advertisement - Posters will be a very cheap and valuable tool to use around the city of

Greenwood. They will be posted around the town in restraints, markets and bars.

- Newspaper Ads advertising every home game. They will inform the public about give a ways and other special information.

- Radio spots will be heard throughout greenwood FM stations and XLR Lander Radio

CALENDAR- As stated earlier in the report the process will be broken down in to two stages.

In the first part of the season will be more focused on bringing in students to games.

- The second half of the season will include very aggressive advertisement about the Lander Bearcats basketball program. Throughout January and February posters will be placed throughout Greenwood and radio spots about the games will be on multiple FM stations.

BUDGET

1000 Posters = $3,500.00

15 second Commercials on 3 Radio FM Stations= $275

Gift Cards = $500

Newspaper Ads= $150

Total = $4,425

EVALUATION After each game there is a final tally of the amount of fans attendant the game. At

the end of the season we will take the total amount of fans attended the games and get an average. Then compare the average of the 2011-2012 season to the 2012-2013 attendance rate.