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Dubuque Fighting Saints. SMG 468. Survey Creation . Design Questions Future Changes . Administration of Surveys. Fan base attitude Adjustments made Recommendations for future. Focus Group. Preparation into forming a focus group included:. Ways to make it work in the future. - PowerPoint PPT Presentation
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Dubuque Fighting Saints
SMG 468
Survey Creation
• Design
• Questions
• Future Changes
Administration of Surveys
• Fan base attitude
• Adjustments made
• Recommendations for future
Focus GroupPreparation into forming a focus group
included:
• We took the participants from the October 7th and October 14th games
• Of the first 10 people we invited, there were not enough responses to attend
• We took the rest of our interested fans and contacted them
• Overall, there were 3 who committed to attend.
Ways to make it work in the future
• The focus group should be held at the ice arena
• The participants should be contacted over the phone as an alternative to email
• Reminders should be sent out before the event to all participants who plan on attending
Questions
• What is your age?• What is your gender?• What is your highest completed education level?• How did you hear about tonight’s game?• How many games did you attend last season?• How many additional game do you plan on attending
this year?• How many people did you attend the game with?
Questions (Cont.)
• What motivated you to come to tonight’s game?• How did you purchase your ticket for tonight’s game?• How far in advance did you purchase your ticket?• Are you a fan of the Saints on Facebook?• Do you follow the Saints on Twitter?• What is your zip code?
What is your age?
18-24 25-34 35-44 45-54 55-64 65+0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
18.42%17.76%
27.63%
19.08%
10.20%
6.91%
Gender
53.62%
46.38%
MaleFemale
Highest completed education level?
Some High School High School Degree College Degree Post Graduate Degree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
1.64%
44.08% 44.41%
9.87%
What is your annual household income level?
Less than $50,000 $50,001-$75,000 $75,001-$100,000 $100,001-$125,000 $125,000+0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
33.55%
30.92%
21.05%
8.22%6.25%
radio T.V. Newspaper Word of Mouth Billboards Social Media0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
21.05%
3.95%
11.84%
49.67%
1.32%
12.17%
How did you hear about tonight’s game?
Zero 1 to 3 4 to 6 7 to 10 10+0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
17.43%
21.38%
10.20%8.55%
42.43%
How many games did you attend last season?
Zero 1 to 5 6 to 10 11 to 15 15+0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
4.28%
36.51%
15.46%
10.53%
33.22%
How many additional game do you plan on attending this year?
One Two Three Four Five Six or more0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
4.93%
18.75%
14.14%
24.34%
11.18%
26.64%
How many people did you attend the game with?
Opponent Enjoy Hockey Promotions Night out with friends
Date Night Fun for kids Other0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
6.01%
34.12%
6.44%
22.32%
5.79%
10.94%
14.38%
What motivated you to come to tonight’s game?
How did you purchase your ticket for tonight’s game?
Box Office Phone Internet Other0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
34.87%
4.93%
13.49%
46.71%
How far in advance did you purchase your ticket?
Today Last 3 Days 4-7 Days 1-2 Weeks More than 2 Weeks0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
22.70% 22.04%
9.54%8.22%
37.50%
Are you a fan of the Dubuque Fighting Saints on Facebook
49.34%
33.22%
17.43%
YesNoI do not have Facebook
Do you follow the Fighting Saints on Twitter?
7.89%
84.87%
7.24%
YesNoWhat is Twitter?
Zip Code
Jesup IA
Waterlo
o, IA
Bellevu
e, IA
Dyersvi
lle, IA
Farley
, IA
Manchest
er, IA
New Vien
na, IA
Sherr
ill, IA
Hopkinton, IA
North En
glish, IA
Grand M
ound, IA
Davenport,
IA
Cottage Gro
ve, W
I
Sun Prar
ie, W
I
Hazel G
reen, W
I
Lancas
ter, W
I
Potosi, WI
Cary, IL
Oak Fo
rest, I
L
Galena,
IL
Roscoe,
IL
Rockford
, IL
Lincoln, N
E0
50
100
150
200
250
1 1 1 2
207
3 1 6 1 3 1 1 4 1 6 2 1 2 1 1 1 1 1 1 1 1 1 1 3 4 1 18
1 1 3 1 17 6 1 1 1 1 1 1
Zip Code Breakdown
Tri-State Area Iowa Illinois Wisconsin Nebraska0
50
100
150
200
250
300
Enjoy Hockey/Age Cross-tabulation
Night with Friends/Age Cross-tabulation
Promotions/Age Cross-tabulation
Fun for Kids/Age Cross-tabulation
Enjoy Hockey/Gender Cross-tabulation
Night with Friends/Gender Cross-
tabulation
Opponent/Gender Cross-tabulation
Date Night/Gender Cross-tabulation
How Far in Advance/How did you Purchase Cross-tabulation
How did You Purchase Tickets/Age Cross-tabulation
How far in Advance did You Purchase Ticket/Age Cross-tabulation
Limitations
• Question 2 age group split (18-20, 21-24)• Question 4 (add some college education)• Question 10 fill in the blank option– Would have helped us know for sure what “other”
was
Recommendation's
• Market to 18-24 soon before a game– Social media
• Define the “other category”– Season tickets– Personal meetings– Giveaways– Corporate owned tickets
• Market to females
Conclusion
• Male and female responses similar• Tickets bought two weeks in advance or day of• 18-24 buy tickets spontaneously• Enjoyment of hockey and socialization top
reasons for attending• 86% of fan from tri-state area• Word of mouth is most effective marketing– Potential for growth in social media