PR Sports UNF Sporting Events Campaign

PR SportsBrett HunterRyan KramerAaron SmothersSarah SteegDustin Swinney

Who is PR Sports?

PR Sports is a public relations programming group whose focus is on UNF sporting events

Members of PR Sports include Brett Hunter, Ryan Kramer, Aaron Smothers, Sarah Steeg and Dustin Swinney

PR Sports

Our campaign is dedicated to the advancement of UNF spirit and identity through the promotion of sporting events. College students associate college sports with their school identity, so a strong athletic program provides students with a positive school identity and places a positive image of UNF in the Jacksonville community.

Research

Relevant Issue

College athletics and sporting events are important

Attendance at UNF sporting events are not very high

UNF athletics should grow with the rest of the school

Issue Research

College athletic teams need students at games

Athletic program as a recruitment tool

When it comes to choosing a college...

39.5% of high school students consider a good reputation for social activities an important factor

16.7% of high school students consider rankings in national magazines as an important factor

Situation Research

Top 5 most popular college sports (from most to least popular)

Football

Basketball

LaCrosse

Soccer

Baseball

INFORMATION FROM http://shareranks.com/6286,Most-Popular-College-Sports

Situation Research

Osprey Basketball 2009 - average attendance was 830 a game

Almost 50% increase following year

Osprey Basketball 2010 - average attendance was 1,244

INFORMATION FROM http://www.unf.edu/ia/pr/marketing_publications/inside/2010/February_2010.aspx

Organization Research

12 Different NCAA Division I sports

Compete in Atlantic Sun conference

NAIA National Championships

Traditions

Key Publics

UNF students, staff, alumni, parents

Simon Visa Gift Cards, Publix, Winn-Dixie

UNF Student Union, UNF Parking Services

Goals and Objectives

Goal

Promote UNF sporting events to improve UNF identity within the Jacksonville area.

Objectives

Desired Outcome: increased attendance

Target Audience: UNF students, staff, alumni, parents

Measurable: UNF i.d. card swipes

Timeframe: launch in 2-3 months

Programming

Strategy

Increase attendance by providing students with reserved parking and benefits from outside organization

Swipe i.d. cards

Swipes cataloged to maintain attendance record

TacticsRewards include parking and local organization benefits

UNF Parking Services

3 highest attenders reserved parking spots

Outside Corporation

Simon Visa Gift Card, Publix, Winn-Dixie

discount concert tickets with receipt

UNF Student Union

provide benefits for outside corporation

Budget

PR Sports has developed a cost effective program requiring little funding

Outside funding may be needed to cover lost profit

Sponsors and donors of UNF athletics

Undetermined budget until meetings with UNF Student Union and Parking Services

Timeline

Program set to launch 2-3 months

Results not apparent until 2nd or 3rd sport season

Word of mouth

Evaluation

Evaluation

Evaluate success by swipe method

Survey to UNF community

Follow-up meeting with outside corporations

Survey to freshman once program has proved successful