2009 REVIEW

Prepared by: Daniel Nunes, Marketing Graduate Assistant

Background In 2008, LSU Gymnastics sought for a means to increase its marketing brand and following in the Baton Rouge community. Through its previous breast cancer initiatives, the team looked to raise awareness for breast cancer in the Baton Rouge community. However, in past years, LSU Gymnastics was unsuccessful in its pursuit of increasing its fan base and eradicate breast cancer. In the fall of 2007, head coach DD Breaux ran across an article that discussed Foundation 56, a foundation founded by former LSU Football great Bradie James and Dallas Cowboys linebacker. At the same time, “Foundation 56” and James were looking for the perfect opportunity launch their foundation. So in 2008, Breaux contacted James and a great partnership was set. In the Inaugural Etta James Memorial Meet, named after his mother, LSU Gymnastics and Foundation 56 raised over $30,000 for breast cancer awareness and broke an all-time single meet attendance.

Implementation For the second straight year, LSU Gymnastics partnered with former LSU football great Bradie James and his Foundation56 to host the Second Annual Etta James Memorial Meet. The goal of the meet was to once again raise breast cancer awareness and funds for the foundation. The meet was the highest attended meet of the season. All funds were collected from individual contributions received in the upper concourse of the Maravich Center, local Baton Rouge companies, and proceeds collected at the Foundation 56 Friday Night social, “Tailgating for the Fight Against Breast Cancer”, where $25,000 was raised. Members of Zeta Tau Alpha Sorority worked tirelessly to collect all donations as fans entered the Maravich Center. During the meet, fans had the opportunity to win the lucky seats of the house with Bradie James. Other promotions included a special “pink” dance by the LSU Tiger Girls and a performance by LSU’s favorite couple “Quick Change”. LSU Gymnastics also partnered with one of its Team LSU corporate sponsors, Ochsner, to promote “Be an LSU Gymnast for a Day.” The promotion was in recognition of the fight against breast cancer. Girls in the Baton Rouge community were encouraged to sign-up, on the Ochsner web-site, for a chance to be one of three gymnasts from their age group to be a gymnast for a day. Three girls were selected and had special seating for the meet. Winners also received gifts from Ochsner.  

 

 

 

ADVERTISING

As part of the advertising campaign, the marketing office ran four multi-colored ads in the local Baton Rouge newspaper. The goal of the ad was to attract fans to the meet who had never before attended an LSU Gymnastics meet.

 

In the school newspaper, The Reveille, two black and white ads were posted to help advertise the event. The meet was dubbed the student point meet to help attract a large number of students. The student point system was created as a means for students to attend meet certain LSU athletic events for Football post season bowl priority points.

 

 

An ad was placed in the local Baton Rouge popular magazine “225” to help attract fans that typically did not attend LSU Gymnastics meets. The ad was posted with the LSU Lady Tiger Basketball pink game as a means to publicize important LSU pink initiatives.

As means to publicize the event via small businesses in Baton Rouge, mini-poster were created and placed in many business in the Baton Rouge area.

A graphic e-mail was sent to the LSU Athletics database as a means of advertising the event to the LSU athletics faithful.

 

A digital billboard was displayed in around the Baton Rouge location for three weeks.

Web buttons were created and placed in the local online newspaper website.

 

A web-splash was placed in the front page of the LSUsports.net website the day of the meet as a means of getting fans to buy tickets early.

 

 

 

 

PICTURES

The first 5,000 fans received pink pom-poms. Fans were also asked to wear pink in the hope of “pinking out” the PMAC.

At the end of the meet, a check of $50,171.92 was presented to Bradie James and his Foundation 56 for the fight against breast cancer in Baton Rouge.

LSU Gymnasts wore pink leotards in honor of the Second Annual Etta James Memorial meet.