Market Research for Athletics

UCONN ATHLETICS PROJECT -SOCIAL MEDIA RESEARCH &

RECOMMENDATIONSCLIENT: PHIL DWIRE | DIRECTOR OF DIGITAL MEDIA

UNIVERSITY OF CONNECTICUT | DIVISION OF ATHLETICS

UCONN STUDENT AGENCY

INSTRUCTORS: TIM HUNTER BRIAN BRADY

PRESENTERS: DANILO KOMLJENOVIC RUBY LU ZEYUAN WANG SHERRY CHEN

AGENDA• Methodology

• Qualitative Research & Findings

• Quantitative Research & Findings

• 360 Degree Gigapixel Photo

• Raffle Ticket

• Digital Booklet

• Advertising Presence on Facebook

• Online Video

• Other Findings

OBJECTIVES

Increase UConn Huskies Revenues:

Increase # of Fans on

Social Media

Increase # of Sponsors on Social Media

Engage with Sponsors

Generate Revenue

from Social Media

• Attract more fans by posting videos, creating special events…etc. • Engage with current fans

• Create more activities that can contribute a mutually beneficial relationship

Object:

Understand UConn Husky fan opinions toward different social media features

Methodology:

Questionnaire survey with 50 UConn students

METHODOLOGY

Secondary Research

Qualitative Research

Quantitative Research

Object:

Observe the social media plan and sponsorship strategy of prominent college Athletics teams

Methodology:

Phone/Email interview with 6 famous college Athletics Departments

Object:

Observe best practices for Athletics social media platform including technology usage and sponsorship strategyMethodology:

Find successful social media features from 20 Athletics teams and analyze the feasibility for UConn Huskies

Qualitative Research

SCHOOL LISTSchool Interview Title

Kentucky Wildcats Guy RamseyAssistant Director of New Media

Michigan Wolverines David AblaufAssociate Athletics Director

Penn State Nittany Lions

Tony Mancuso Digital Communications Coordinator

Cincinnati Bearcats Jaime Juenger

Director of Marketing & Strategic Communications

Texas LonghornDonna Goehring

Seago Senior Web Manager

Syracuse Orange Jennifer FalcoMarketing Coordinator

FINDINGS

Social Media Strategy

• Keep fans posted

• “Keep the post flexible” – Texas Longhorns • “We post or update content about 3 times per day in-

season and once a day out of season” – Michigan• “Twitter is numerous times an hour. Facebook is 5-10 a

day” – Syracuse• Keep fans engaged

• “Over the weekend, a photo of the team with the trophy got 5,000+ likes on Facebook” – Syracuse

• “Photo sharing, breaking news and initiatives are most attractive for our fans” – Kentucky

FINDINGS

Sponsorships

• Related to the Team, the Game or the School

• “The promotion, ” Date with a great”, appeals to thousands of fans” – Texas Longhorns

• “Great auction to sell items from sports players” – Penn State• Bad Sponsor Engagements

• “Just posting their information without any type of interaction to it or incentives was causing fans to unlike our page” – Cincinnati

• “Fans complained about the event/promotion irrelevant!” – Penn State

Quantitative Research

SURVEY METHODOLOGY

• Survey conducted at UConn from Nov. 6th to Nov. 14th

• Total of 50 respondents

o36 of them are UConn Husky Fans

o11 of them selected “Maybe”

o3 of them are not Fans (respondents who chose “not fans” could not finish this survey)

Men's Baseball

Men's Basketball

Men's Football

Men's Golf

Men's Ice Hockey

Men's Soccer

Men's Track & Field

Women's Basketball

Women's Field Hockey

Women's Ice Hockey

Women's Lacrosse

Women's Soccer

Women's Volleyball

0 5 10 15 20 25 30 35

6

32

11

1

1

5

1

17

2

1

1

2

5

Which sport(s) do they follow?

• Which UConn Husky’s social media do they follow?

Fancam

HUSKY FANS OPINIONS• From the survey, 89% of Husky

fans willing to tag themselves on the Panorama picture and share it on their social media platform!!

• The reasons they answer “NO” are:

Uncomfortable to tag myself on social media sites –Two people

I like to have more privacy Don’t use social media much Afraid of uploading photos on

social mediaYes; 89%

No; 11%

NATIONAL SPONSORS

Beverages: Glaceau Vitaminwater Coca Cola-Zero

Alcohol: Bud Light (Have age

restriction)Food:

McDonald’s Electronics:

VIZIO True Value Solar (Australia) Kinect-KBOX360 Samsung Nikon (UK)

Internet, Wireless, Telecom: Rogers Wireless (Canada) Ticket master (Canada) AT&T

Airlines: Emirates Airline (Australia)

Apparel: Puma (UK)

Insurance: AAMI (Australia)

LOCAL & REGIONAL SPONSORS

Convenience Stores : Kangaroo Express

Healthcare: Fichte Endl & Elmer

GOOD SPONSORSHIP EXAMPLE

 Event: Melbourne Derby (Australia)

Sponsor: AAMI- An Australia Insurance Company

Web: Fancam Website

Types: Event called ‘Find Rhonda’. Fans had chances to win $1,000 AAMI Visa Debit Cards by finding “Rhonda” from the Fancam photo. If a fan finds her, he or she clicks her photo, and enters personal information

Benefits: Help insurance company capture customer data

COMPETITORSCompany Location Pros & cons Example

Both USA and Canada

• Tag function not mature• High quality• Partner with CNN, MLB,

and BBC• Flash Player-work well

with other equipment

Seattle Sounders & Colorado

MLB

MN, USA • Similar with Fancam, but not mature in sponsorships

• Low-Cost appealing• Local Service

Notre Dame(with sponsor)

West Virginia

Prague • Will do business in USA but need travel budget for a photographer

Wembley Stadium

Other Examples

Texas, USA • Not really mature • Quality is low • Price opportunity

Texans vs Ravens

360 VR Texas, USA • High quality • Customize

Times Square

*Click the button will lead to the example websites

COMPETITOR COST COMPARISON

Company Range of Costs Notes

Fancam $7,000-20,000 • Depend on the features. Please see handout.

360cities $10,000• Plus the costs for 1 photographer

and travels for 2-3 days

Blakeway $0

UConn Panorama Sample• Need UConn to send out product

announcements email to fans• UConn ends up generating money

of panorama sales as well

GigaPan

$ 890 Camera$1200 Annual fee for social media functions (tagging)$500 per image for embedding in Website

• With camera, UConn can take as many Panoramic pictures as it wants

Raffle Tickets

It is a great oppor-tunity74%

It doesn't matter for me

22%

Other4%

HUSKY FANS OPINIONSHow do you feel if there was a chance for winning free game tickets by making purchases in a specific store?

0% -I don’t like this kind of promotion on Husky social media sites

Others:

1. Only for men’s basketball would I consider to make a purchase

2. The advertising features and merchandise would be important

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0

5

8

27

6

1

6

13

22

4

How likely wold you really make purchase for specific product, such as a slice of pizza or a cup of coffee, if you could win a free game ticket?

How likely would you use the coupon posted on Husky Social media pages?

HUSKY FANS OPINIONS• Fans will attend FREE game tickets promotion more compare with the

coupon promotion

Very LikelyVery Unlikely

HUSKY FANS OPINIONS

Suggested Sponsors from Fans:

Business #

Dunkin Donuts 5

Starbucks 4

Big Y 2

Footlocker 2

Student Union Food 2

Olympia Sports 1

Garden Catering 1

Dick’s Sporting Goods

1

Business #

CVS 1

Frozen Yogurt 1

Panera Bread 1

7-11 1

Barnes & Noble 1

McDonalds 1

Co-Op 1

Stop & Shop 1

Business #

ShopRite 1

Husky Greek Shop 1

Wally’s Chicken Coop

1

Pizza 1

Outlets 1

Local Bar 1

Wings Over-Storrs 1

1. Husky gives seasonal (or VIP) tickets to the sponsor

2. Sponsor donate money to Husky

3. Husky posts Free ticket information and the sponsor’s link on social media twice a week

4. Fans go purchase at sponsor store will receive raffle tickets

5. Sponsor will select winners for the free tickets

6. Husky will post winner info on social media

WIN-WIN APPROACH

UConn Benefit: Increase Revenue

Sponsor Benefit: Increase Exposure

Sponsor Benefit: Increase Revenue

Fan Benefit: Free Ticket

COSTS & RISKS

Costs: (LOW)• Opportunity Costs of Free Tickets• Materials: Raffle Ticket, Box (If handled by UConn )

Risks: (LOW) • Fans might annoyed about the commercial information on

Husky’s social media (Source: Primary Research) From or survey to 47 Fans, none of them dislike

this kind of promotion on Husky social media site!

SIMILAR EXAMPLE-1

• North Carolina Tar Heels gave free tickets to fans who purchased at Subway

• Web link: Subway Sponsor

• Results: 640 likes, 94 shares, and 48 comments (100% positive comments)

SIMILAR EXAMPLE -2

• Oklahoma State Cowboys gave free tickets to fans who purchased at local Coffee Shop

• Web link: Coffeshop Sponsor

• Results: the link was posted on sponsor’s Facebook and received only 12 likes, just one positive comment

Digital Booklet

EXAMPLE

EXAMPLE

University of Kentucky Example

*Click link will lead to the example website

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0

2

14

19

11

Very Ineffective Very Effective

HUSKY FANS OPINIONS• From our survey, 65.2% of fans thought the digital

game booklet is effective and very effective in engage with Husky on Social media

PRODUCTION PROCESS

Sell Ad space through agency

Maintain and update Booklet

Post Link on social media platform in a regular basis

Design PDF Booklet

Obtain URL

1. Create new channel to promote UConn Husky sports

2. Introduce players and staff to audiences

3. Generate awareness for advertisers/sponsors

4. Provide measurable online marketing tool

5. Low operation cost

6. Sustainable revenue

7. Environmentally friendly

BENEFITS TO STAKEHOLDERS

COSTS• Booklet Design:

External ad agency, freelancer, outsource- $80.00/hour Internal design, fans’ contribution- $ 0 =Goodwill/Gift

• Cost Analysis:

Annual Basic Cost for Digital Booklet

Booklet design URL/WWW Maintain and update Booklet Total Cost

$3,200 $180 $5,040 $8,420

$0 $0 $5,040 $5,040

*Note: Free lancer Designer hourly rate is $80,assuming the booklet would require 40 hrs. work, an URL will cost 14.99/mo. on 10 year purchase.On campus student rate is 8.40/hour, maintenance will require 20 hours/week, 30 weeks/yr.

DIGITAL BOOKLET

General Booklet for all teams (e.g.15pages)

V.S.

Special Booklet for each team(e.g. 6pages)

Key Factors:1. Fan reaction2. Sales pattern3. Operation risks4. Off season posts

• More Ad Space• More Content

Long version

• More info related to games

• More games more posts

Short

version

OPERATION STRATEGY

• Short Term (1-2 years):

Post booklet bi-monthly during academic semester, and once a month during summer and winter break, 18 times a year

Team up with UConn Newspaper and magazine for content

Low-cost/free trial to attract business for a long term agreement

Train internal online marketing and digital media production team

• Long Term (2+ years):

Wholesale ad space to external ad agency, OR

UConn Athletics sell ads directly to its customers

Adjust price to meet market needs

PRICING STRATEGY

  Half Full Annual

Agency Discount

  200 400 Total 20% 30%13p 4 2 28800 23040 20160

  3 3 32400 25920 2268015p 5 2 32400 25920 22680

  4 3 36000 28800 2520017p 4 4 43200 34560 30240

  5 3 39600 31680 27720

  Half Full Annual

Agency Discount

  250 500 Total 20% 30%13p 4 2 36000 28800 25200

  3 3 40500 32400 2835015p 5 2 40500 32400 28350

  4 3 45000 36000 3150017p 4 4 54000 43200 37800

  5 3 49500 39600 34650

Sensitivity Analysis

*Calculation based on 18 posts a year

  Half Full  AnnualAgency

Discount  100 200 Total 20% 30%

13p 4 2 14400 11520 10080  3 3 16200 12960 11340

15p 5 2 16200 12960 11340  4 3 18000 14400 12600

17p 4 4 21600 17280 15120  5 3 19800 15840 13860

  Half Full AnnualAgency

Discount  150 300 Total 20% 30%

13p 4 2 21600 17280 15120  3 3 24300 19440 17010

15p 5 2 24300 19440 17010  4 3 27000 21600 18900

17p 4 4 32400 25920 22680  5 3 29700 23760 20790

Advertising Presence on Facebook

HUSKY FANS OPINIONS• From our survey, 65.2 % of fans thought post coupon information on

Husky social media page is effective and very effective in engaging with Husky fans on social media

Very Ineffective Very Effective

1 2 3 4 5

2

6

8

21

9

Coupon information sent from Husky's sponsors

HUSKY FANS OPINIONS

It is great!76%

It doesn't matter for

me24%

• How do fans feel if UConn Huskies Facebook page posts a coupon with discount price in a sponsor store?

0% -I don’t like this kind of promotion on Husky social media

• How likely will fans really use the coupon posted on UConn Husky social media site?

Very Likely

Very Unlikely

1 2 3 4 5

1

6

13

22

4

How likely would you use the coupon?

INEFFECTIVE ADVERTISING EXAMPLE

• Many negative comments

• Instead of adding value it can turn off fans from the page

REASONS

GOODADVERTISING EXAMPLE

• Social responsibility

• Ticket sweepstakes

• Product placement

• Special events raffle

• Coupons for local stores

REASONS

Online Video

Other

Game Live Photo

Player Photo

Fan Experience Photo

Updated News about Players

Game Information

Behind Scene Video

Game Highlights Video

Interesting Video

1

6

9

8

16

20

23

25

29

• From our survey, the first top three features which fans want to see on Husky social media page are all Videos

HUSKY FANS OPINIONS

*One person chose “other” mentioned - ”Interviews”

GOOD EXAMPLE

One Texas Longhorn video on YouTube, Facebook and Twitter

COST FOR ONLINE MARKETING CAMPAIGN

Platform Basis Range of Fee

Cost Per View/ClickFrom high-end ($.3) to low-end ($.1)

Cost Per Thousand and Cost Per Click

Page Like Action: $.5Reach: $.02Clicks: $.2Social Impressions: $.1

Monthly Package Minimum: $ 0-999

GOOD EXAMPLE

Platform Value Range of Fee

3210*.2=642From high-end ($.3) to low-end ($.1)

1552*.02*10+1552*.2*10+1552*.1*10+120*.02+120*.1+85*10*.1=5065.8

Page Like Action: $.5Reach: $.02Clicks: $.2Social Impressions: $.1

$ 200 (conservative) Minimum: $ 0-999

$ 5907.8

RETURN ON INVESTMENT

Potential benefits

Ticket revenues

Sponsorships

Reputation

Create value from

online video views

Increase fan numbers

Enhance “Huskies”

loyalty

Potential Returns

Ticket revenues

Sponsorships

Reputation

Create value from

online video views

Increase fan base

Enhance “Husky” loyalty

APPROACH

• Catch Fans’ attention

• Inspiration video• Highlight video• Entertainment video

• Increase Ticket Sales

• Promotional video• Game information

• Generate Positive Image

• Community service videoFrom our survey, 56.5% of fans thought posting community service videos on UConn Husky social media page is effective and very effective in engage with Husky team

Very Effective Very Ineffective

1 2 3 4 5

23

15

21

5

VIDEO EXAMPLES• Entertainment video

(Notre Dame)

• Promotional video

(Michigan)

• Community service video

(Texas Longhorns)

OTHER INTERESTING FINDINGSText Message Marketing

Oklahoma Cowboys asked fans to text a code to “55678” for the chance to win free tickets, gas card, or a trip!

Benefits: Help sponsor capture potential customer’s mobile number for future mobile marketing campaigns

Cost: There is Free Trail of this service

1 2 3 4 5

0

5

16

18

7

01

16

18

11

01

5

27

13

To share your game experience photos on UConn Husky Social Media Platform(s)

Voting for the best player

Events to meet with famous player(s)

OTHER SURVEY RESULTS

Very Ineffective Very Effective

• Fans think events involving popular player(s) is the most effective approach to engage with Huskies on social media!

Thank you!