NKU Athletics FAST Project

Group 7:

Marissa Bales Alli HauerAndrew HightChris MoorheadErich StolzEJ Weickert

The Question

How can the athletic department at NKU increase basketball game attendance among both students and alumni?

Survey

The survey was completed by 573 participants 55% are female 51% travel 11-20 minutes to get to NKU 68% are between the ages of 17 and 25 51% attended NKU between 2011 and 2014

Alumni Profile

98 respondents Game attendance

40% attended 0 games in the last 12 months 18% attended more than 15 games

88% were aware NKU is in the A-Sun conference Social Media

Twitter-24% Facebook-31%

46% have children

Student Profile

333 respondents Game attendance

35% attended 0 games in the last 12 months 6% attended 15 or more games

83% were aware that NKU is in the A-Sun conference Social Media

Twitter-35% Facebook-35%

30% Junior 46% Seniors

Attendance by Sports

Basketball

Soccer

Baseball/Softball

Volleyball

0 0.5 1 1.5 2 2.5 3 3.5

AlumniStudents

•How likely are you to attend the following sporting events at NKU? (Mean score on a scale from 1-5, 5 being most likely)

For both students and alumni, basketball is the most likely sport to

be attended.

Basketball Attendance

3%

9% 2

5%1

0%

12%

41%

Alumni

0 games 1 game2-4 games 5-8 games 9-12 games

12+

5% 12%

32%22%

11%

18%

Students

0 games 1 game2-4 games 5-8 games 9-12 games 12+

•41% of alumni have attended 12 or more NKU basketball games in the last 2 years •18% of students have attended 12 or more NKU basketball games in the last 2 years•Alumni respondents were contacted since they were already in connection to NKU athletics, which could introduce bias

Attendance Drivers

Day o

f the

Wee

k

Socia

l Int

erac

tion

Opone

nt

Price

of t

icket

Group

/Org

. Eve

nt

Give A

way It

em

Prom

otiona

l Con

test

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

71%

61%69% 70%

29% 31%22%

82%77%

69%62%

59%

49% 47%

AlumniStudents

How important is each of the following factors in your decision to attend an NKU sporting event?

Top 2 box score combining “relatively important” and “extremely important”.

Day of the week is the most important factor for both students and alumni in deciding to

come to an NKU sporting event

Attendance Barriers

Lack

of T

ime

Lack

of A

waren

ess

Compe

titve

ness

of P

lay

Cost o

f Tick

ets

0%

10%

20%

30%

40%

50%

60%

70%

80%71%

54%

40%36%

66%

47% 47%

35%

Alumni Students

How important are each of the following factors in your decision NOT to attend NKU varsity athletic

events?

Top 2 box score combining “relatively important” and “extremely important”.

After graduation, how likely will you be to…..

Become Season Ticket Holder

Return to Campus for Athletic Event

0%5%

10%15%20%25%30%35%40%45%50%

14%

43%

•14% of students said they would be likely to become a season ticket holder•43% of students said they would likely return to campus for an athletic event

Top 2 box score combining “likely” and “very likely”

Of that 14%...

46% are involved in Greek Life

44% are involved in an organization that relates to their major

64% are involved in intramural sports

Post-Graduation Obstacles

Too busy:Work

Too busy:Family

Moving

Not maintaining connection to NKU

Not interested in NKU athletics

Cost

Not Interested in Sports

0% 10% 20% 30% 40% 50% 60% 70%

63%

58%

44%

31%

29%

20%

20%

Obstacles for attending NKU varsity sports

Top 2 box score combining “likely” and “very likely”

After graduation, work and family

involvement will be the two biggest

obstacles for athletic attendance.

Recommendations

Provide NKU sponsored tailgate sections prior to basketball games for both students and alumni 77% of students said social interaction was an important

factor in attending a sporting event 61% of alumni also valued social interaction in attending a

sporting event

Recommendations

Set up photo-shoot with Victor E. Viking in the Student Union▪ Promote student interaction through social

media and NKU website by posting their photo with specific hash-tag #picwithvic▪ 31% say an obstacle for not attending NKU varsity sports

is because they are not maintaining a connection to NKU

Recommendations

Use existing promotion of shoot around Saturday to incorporate a family atmosphere for alumni 58% said that they were too busy with family to

come to games Target the 46% of alumni who have children

Recommendations

Offer group packages to different major Cincinnati and Northern Kentucky business to bring their offices to NKU games 63% said that being too busy with work was a

reason they didn’t attend NKU games

Questions?