J568 Presentation

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KU Dance Marathon Findings and Recommendations

Andrea Franz Erica Keefer Brecken Liebl Ben Wilinsky

Lawrence Communications May 9, 2011

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Table of Contents

•Marketing and Research Objectives……3•Method……………………………………...5•Limitations………………………………….7•Findings…………………………………….8•Recommendations………………………..18•Sources……………………………………..20

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3

Marketing and Research ObjectivesResearch efforts focused on four major topics:

• The awareness among KU undergraduate students of KU

Dance Marathon, including the charity it supports

(Children’s Miracle Network) and its special events

• The interest among undergraduates to participate in KU

Dance Marathon

• The most effective promotion channels for the event

(social media, word of mouth, etc.)

• The ideal time frame to hold the main 12-hour event

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4

Marketing and Research ObjectivesThe four marketing objectives provided by KU Dance Marathon are to:

• Increase the awareness for KU Dance Marathon and its

message

• Increase the number of registered participants

• Encourage fundraising efforts prior to the main KU Dance

Marathon event

• Maintain participation in KU Dance Marathon throughout

the year and during the main event

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5

MethodWho: J568 students surveyed University of Kansas undergraduate freshmen, sophomores, juniors and seniors. We interviewed two students from each grade individually and compiled our collective results. There were 404 respondents, 202 men and 202 women. We implemented screening questions to filter out undergraduates who had not heard of KU Dance Marathon.

What: J568 students wanted to know what drove students to attend KU Dance Marathon in the past and what is the chance of them returning to KU Dance Marathon this year.

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6

Where/When: J568 students wanted to know where and when the undergraduates heard about KU Dance Marathon in the past. We also wanted to know when the students would be the most likely to attend KUDM in the future. J568 students surveyed undergraduates on campus.

How: J568 students wanted to know how undergraduates found out about KUDM.

How many: J568 students wanted to know how many undergraduates know about KU Dance Marathon and the activities that complement KU Dance Marathon as well as how many students know what organization KU Dance Marathon benefits.

Method Continued

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7

Limitations

Surveyor errors included not having an equal sample from each grade level. There should have been an equal representation from each class; however, the total number of respondents revealed that there was 25.2 percent freshmen, juniors and seniors and only 24.3 percent in sophomore responses.

Without validation forms, there is a chance that students charged with assessing the surveys were dishonest.

Another limitations is respondent error. Some respondents may have misunderstood questions or were dishonest about their knowledge of KU Dance Marathon.

Timing could have also been a limitation as these surveys were sometimes assessed to students in a hurry and on their way to class. Surveys on campus may be inconvenient for students to complete.


8+KU Student Organizations and Awareness Levels

-Women were 10% more likely to have heard of Relay For Life than men.

-Women were 13% more likely to have heard about KU Dance Marathon than men.

-Women were 17% more likely to have heard about Up till Dawn than men.

Which of the following KU student organizations have you heard of?

SUA

KZOO

Relay

for L

ife

Up til

l Daw

n

KU D

ance

Mar

atho

n0

102030405060708090

100

FindingsA

ware

ness

(%

)

78%

15%

45%

87% 75%

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9 FindingsWays KU Dance Marathon Promoted Its Event and Student AwarenessYou mentioned you are aware of the KU Dance Marathon. In which of the following ways have you seen or heard KU Dance Marathon promoted?

Freshman Sophomore

Junior Senior

Chalking on

Campus

50% 50.6% 51.8% 65.8%

Facebook 53.6% 72.7% 57.8% 63.3%

Flier 39.3% 37.7% 36.1% 44.3%

Twitter 3.6% 14.3% 10.8% 12.7%

UDK Story 41.1% 44.2% 51.8% 59.5%

Sorority or Fraternity

50% 50.6% 53% 39.3%

Scholarship or

Resident Hall

28.6% 3.9% 7.2% 3.8%

Friend or Classmate

60.7% 66.2% 72.3% 67.1%

Other 4 replies 7 replies 7 replies 6 replies

-Seniors were 11 percent more likely to have seen chalking on campus about KU Dance Marathon than the general population. -Sophomores were 11 percent more likely to have heard about KU Dance Marathon through Facebook than the general population.-The majority of survey respondents heard KU Dance Marathon promoted through chalking on campus, Facebook, in a UDK story, and through a friend or classmate.

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10

FindingsOrganizations Benefited By KU Dance Marathon

Can you tell me what organizations receive the money raised by KU Dance Marathon?

0

30

60

90•A majority of respondents did not know what organization the event benefits

•Less than 25 percent of respondents could name the actual benefactor of KU Dance Marathon

52%

21%

27%

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FindingsTypes of Events That Took Place at KU Dance Marathon

The main KU Dance Marathon event lasts 12 hours and is held at the KU Recreation Center every spring. Are you aware of any other activities, besides dancing, that go on at the event? Have you ever attended?

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

57%

•More than half of respondents were not aware of KU Dance Marathon

•Only 11.3 percent of respondents have attended KUDM

•32.2 percent of respondents are already aware of KU Dance Marathon, yet have not attended

11%

32%

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FindingsTypes of Events That Took Place at KU Dance Marathon

Can you name some of the activities that take place during the main KU Dance Marathon event?

0

20

40

60

80

100• Only 5.3 percent of

respondents had never heard of any activities

• Most students knew that there is food at the event (81.2%) and games (65.4%)

5%

81%

65%

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13

FindingsKU Dance Marathon Fundraising Events

Did you know that KU Dance Marathon hosts events during the school year in addition to the main event?

Yes No 0

10

20

30

40

50

60

70

80

90

100

37%

63%

•A majority of students do not know that KUDM hosts events during the school year in addition to the main event (62.8%)

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FindingsKU Dance Marathon Fundraising Events

Of the following, which KU Dance Marathon fundraising events are you aware of? Of the following, which KU Dance Marathon fundraising events are you aware of?

For t

he K

ids F

ield D

ay

Karv

ing

for K

ids

Mini-m

arat

hon

at Law

renc

e Hig

h Sc

hools

Perc

enta

ge N

ight

s at R

esta

uran

ts

Trivi

a Nig

hts

Athletic

Eve

nts

Benefi

t Con

certs

0

20

40

60

80

100 •Most students are aware of Percentage Nights (77.9%)•A majority of students are aware of Trivia Nights (54%)•For the Kids Field Day is the least known event (10.6%)

11%

78%

54%

15%

25% 15%

20%

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15

FindingsLikelihood of Surveyed Student Participation

Knowing what you do about KU Dance Marathon, can you tell me honestly how likely is it that you would attend or be part of the dance marathon while here at KU?

Freshman

Sophomore

Junior Senior

You definitely

would

22.4% 10.1% 10.7% 12.5%

You probably

would

25.9% 32.9% 26.2% 25%

You might or might

not

39.7 41.8% 39.3% 27.5%

You probably would not

12.1 13.9% 21.4% 28.8%

You definitely would not

0 1.3% 2.4% 6.3%

•Freshmen were 9 percent more likely to definitely participate in the next KU Dance Marathon than the general population

•As compared to the general population of survey respondents, Seniors were 9 percent more likely to respond that they probably would not participate in KU Dance Marathon

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Definitely Would

Probably Would

Might or Might Not

Probably Would Not

Definitely Would Not

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Likely Participants •Women were 14 percent more likely to probably attend the next KU Dance Marathon

•Men were 12 percent more likely to say they probably would not attend KU Dance Marathon

•No women responded that they definitely would not attend KU Dance Marathon

Att

en

dance

(%

)

13%

28%

37%

20%

3%

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17


KU Dance Marathon is typically held on a Saturday. In which of the following time periods would you be most likely to stay for the entire event?

1 2 3 4

8 a.m. to 8p.m.

18.6 % 29.2% 24.2% 28%

11 a.m. to 11 p.m.

47.5% 24.2% 19.9% 8.5%

3 p.m. to 3 a.m.

19.9% 34.3% 35.6% 10.2%

5 p.m. to 5 a.m.

13.1% 12.3% 22.5% 52.1%

•Respondents preferred 11 a.m. to 11 p.m. (47.5%), then 8 a.m. to 8 p.m. (29.2%), then 3 p.m. to 3 a.m. (35.6%) and last 5 p.m. to 5 a.m. (52.1%)

•A majority of respondents do not prefer the 5 p.m. to 5 a.m. time slot (52.1%)

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18

Recommendations From the Survey…Research shows that undergraduate students are generally aware of KU Dance Marathon (75%), but findings indicate a lack of awareness of the important details, such as the charity to which it donates, what the main event actually includes and the special events hosted. To improve this situation KU Dance Marathon could:• Bring a stereo to Wescoe beach with dancing participants,

set up a game of limbo or start a conga line, and hand out fliers that explain what goes on at the main KUDM event and what organization donations support

• A majority of students do not know that KU Dance Marathon hosts events during the year (62.8%). To better promote the special events, KU Dance Marathon could try to do some advertising at the restaurants and other venues that hold the special events prior to the events by using tabletop ad-stands at restaurants

• Because age seems to be a determinant of participation likelihood, KU Dance Marathon could target freshmen to engage them early and have them participate all 4 years

• Hold KU Dance Marathon from 11 a.m. to 11 p.m.

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RecommendationsFrom Other Campuses…Other than increasing awareness, KU Dance Marathon aims to encourage fundraising efforts prior to the main event, a few suggestions for doing so include:• Making the “Donate” link on the KU Dance Marathon

website homepage much more prominent. The Northwestern University Dance Marathon website features the button on the top-right of its website, outside of any clutter, making more eye catching

• Northwestern’s Dance Marathon website also offers a place to register right from the homepage

• University of Florida’s event is sponsored by more than 60 supporters. Adding sponsors can add awareness and event loyalty

• University of Florida publishes an online alumni newsletter to increase support from alumni

• Penn State University has an in-depth and interactive website that is more user-friendly.

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Sources

Northwestern University Dance Marathonhttp://nudm.org/

The University of Floridahttp://www.floridadm.org/

Penn State University Thonhttp://www.thon.org/

http://nudm.org/

http://nudm.org/

http://nudm.org/

http://www.floridadm.org/

http://www.floridadm.org/

Sports

J568 Presentation