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Meet PRogress:

Alexis Dremonas Account Executive

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Meredith Friedberg Creative Director

Kate Newman Campaign Director

Amanda Steffens Editor

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Table of Contents

Executive Summary_______________________4 Industry & Market Analysis_________________5 Organizational History____________________9 2011 Promotional Efforts_________________11 Attendance Trends______________________12 2011 BIG EAST Ticket Comparison________13 Sponsors_______________________________14 SWOT Analysis_________________________15 Media Scan____________________________19 Audience/Stakeholder Analysis____________23 Primary Research________________________28 Integrated Marketing Communications Plan_33 Campaign Budget_______________________49 Plan Evaluations________________________52 Appendices____________________________55 Works Cited____________________________75

Executive Summary

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The Marquette Athletic department provides an outlet for Division I soccer players to compete in the BIG EAST Conference. Located in Milwaukee, Marquette University provides exceptional fan experience to the Marquette community.

PRogress has created an integrated marketing communications plan for the 2012 Marquette University men’s and women’s soccer team. The proposed campaign achieves to accomplish the following objectives:

• Increase awareness of the soccer program throughout the Marquette community by 25 percent by November 2012

• Increase attendance at the men’s and women’s soccer games by 15 percent; the men’s games from 600 to 690 and the women’s from 500 to 575

• Enhance fan experience at soccer games throughout the 2012 season • Increase men’s and women’s soccer media attention throughout the greater

Milwaukee area and the Marquette community via social media by November 2012

By conducting primary and secondary research, we acquired insight to shape our

campaign. We looked at competitors, gomarquette.com, Marquette University student media, local, national and social media to determine our target audience. In result, we decided that Marquette University students 18 to 23-years-old who are interested in viewing sports are the ideal primary audience for our campaign. Furthermore, a secondary audience is families with children who participate in youth soccer. That demographic was chosen based on attendance and youth participation.

In compliance with our client and research, our goal is to enhance school spirit through our promotions to provide the best soccer game atmosphere possible. Our campaign consists of an old-fashion theme, based off of a soccer specific homecoming during the 80’s and 90’s. By “Kickin’ it Back” with Marquette men’s and women’s soccer, the Marquette community can keep the tradition alive. To meet our objectives, PRogress utilizes creative advertising, social media, and special events.

PRogress will meet all four objectives through a well-developed campaign budget totaling $30,613.25. Majority of the budget will be allocated in objective one ($10,849.84), followed by objective three ($9,403.24), then objective two ($9,024.17) and finally objective four ($1,336.00).

If the plan is successfully executed, attendance, awareness, fan experience and media attention will increase. !

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Industry & Market Analysis

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Soccer is the world’s most popular sport; however, it has seen a lack of success in attaining a mainstream status within the American public. Soccer is universally known as fútbol and has been the most popular participant sport outside of the United States and since 1863 (Metzl, 2005). There was, however, a brief period in American history when North American football was played much like soccer. In 1869, an intercollegiate football game, using the same game play rules as soccer, was played between Princeton University and Rutgers University and at that time they became the standard for play. Yet, American football has since then evolved into the sport of rugby’s style of play with tackling and passing (Metzl, 2005). As a result, football’s popularity rose and soccer’s declined. According to the Wall Street Journal, the four major North American sports are football, baseball, basketball and hockey (Everson, 2011). On a professional level, soccer has been slow to attract fans and a fan following like that of the more popular American sports (U.S. Diplomatic Mission to Germany, 2009).

Due to the change in demographics within the United States, the surge of youth soccer programs and the prominent influx of die-hard soccer fans, soccer is increasing in popularity both to watch and to play. The popularity of the World Cup, directed by the international governing body of soccer, the Federation Internationàle de Football

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Association, has helped increase the status of soccer among Americans. The United States hosted the World Cup in 1994 and thus provided a center stage to the international sport of soccer for the American people; moreover, it provided further motivation toward the growth of soccer participation at all levels, particularly at the youth level (Metzl, 2005). Youth soccer participation has emerged as an important introductory sport in American life. The game dominates suburban existence and has even acclimated into pop culture with the mainstream use of the term “soccer mom.” In addition, a variety of suburban park districts have shown an overall increase in participation for youth soccer as compared to baseball (Metzl, 2005).

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One speculation for this change has been attributed to the faster pace of the game, which keeps players interested and engaged for longer periods of time. According to Metzl, the growth of participation in youth soccer has been due to at least four factors: the relative simplicity of the rules, the relative lack of expense of the equipment and uniforms, the relative ease of accessibility to play for both boys and girls, and the mental belief that soccer is a safer game for children and adolescents as compared with most contact sports (Metzl, 2005). According to a study conducted by the Center for Injury Research, the overall injury rate in youth soccer is 1.7 per 1,000 players, which is fairly low compared to sports like basketball and football. In fact, football players were almost twice as likely to be injured as soccer players (Barton, 2006). Therefore, more parents may be encouraging their children to play soccer to avoid these injuries. Children who play soccer often continue to play through high school; moreover, soccer continues to have a significant presence at the collegiate level and in the community, namely in the metro Milwaukee area. Marquette University has made a long-term commitment to soccer by recruiting top student athletes to participate in its NCAA Division 1 competitive program; however, the Marquette University student body and the Milwaukee community have not necessarily recognized this commitment. As a result, there are not enough fans attending and supporting men’s and women’s soccer games considering the size of the student body and the recent successes of the program. However, the World Cup has

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been a major factor that has shed light and popularity on the sport; unfortunately, this has not translated to the Marquette student body. Based on campaign focus groups, students are not always aware of game days and times, which further impedes their ability to attend. More importantly, there is a lack of a known presence of the men’s and women’s soccer teams and its players when compared to the Marquette University men’s basketball team. Fans tend to identify more with Marquette men’s basketball because of its national media attention, the fun aspect associated with attending games and the popularity of the sport of college basketball. Even though similar promotional activities are done to promote men’s and women’s soccer, these same results have not ultimately influenced a wider fan base. The Marquette men’s and women’s soccer programs would like to attain an increase in attendance and revenue. The Marquette University

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undergraduate student body consists of 8,113 students and the average modest attendance numbers for men’s and women’s soccer is 500-600 fans per game with about 120 of these fans being students (2011 Women’s Soccer Marketing Plan). Given the size of the student body, it is evident that attendance can increase. Students need to be made more aware of what the teams have to offer while simultaneously engaging students’ school spirit. Soccer games allow students to socialize while representing their school and cheering on their teams. Students help create an atmosphere that goes beyond the game, making it an integral part of their college experience. The lack of information about the teams’ successes, where they play and free admission affect motivation to attend; therefore, by increasing awareness and attendance, revenue increases will follow. Another valuable market to target is the metro Milwaukee community. The population of the metro Milwaukee area is 1,549,308 (MMAC, 2011) and host to 12 youth soccer clubs. Though these community members do have an option to attend the University of Wisconsin-Milwaukee’s Division 1 soccer games, Marquette has a more consistent winning record in both the men’s and women’s programs. In fact, both schools are relatively close to each other, and although they are in different conferences, attendance prices for both schools are identical. Regardless of the community members’ choice of game, the ticket packages provide youth soccer teams, families and community organizations an inexpensive way to attend a competitive

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collegiate sporting event. In current economic times, people are looking for fun and reasonably priced family entertainment. By targeting the metro Milwaukee area communities, the men’s and women’s soccer teams can create a memorable experience. Typically, the men’s and women’s soccer season begins in early August and extends through early November. Each team plays roughly 10 home games per season. Marquette’s soccer teams call Valley Fields home. Though a beautiful field to play soccer on, the surrounding area is industrial making it a less favorable location to attend a game. Moreover, some Marquette students find the walk to Valley Fields intimidating, especially due to an increase in crime on campus; families may shy away from the location because they might not know the location of the field. Additionally, soccer is an outdoor

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sport, and as a result, fan attendance is subject to weather fluctuations. During the colder months, students and the Milwaukee community may not be willing to sit in the chilly stands to watch a soccer game. Market analysis has demonstrated that the Marquette student body and the metro Milwaukee area should focus on fan participation in order to increase attendance at Marquette soccer games. Efforts to promote the teams, its players and its overall success would give the public more information and motivation to attend. !

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Organizational History WOMEN’S SOCCER:

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Marquette women’s soccer transitioned from a successful club sport to an intercollegiate sport in 1993 with Jill McCartney, former senior women’s team head coach at Arizona University, at the helm (“Jill McCartney named,” 2009). As a new varsity sport, it competed in the Great Midwest Conference for a competitive 18-game season and in1994, under new head coach Mary Howard, the women’s team competed in the Great Midwest Championship. The 1994 team also was the first team to play at Valley Fields, dubbed the “field of dreams,” which had finished its construction and was now the official soccer home turf (Marquette hilltop, 1993).

In 1996, former assistant head coach Markus Roeders was appointed as the new head coach and for the next three years the women’s team would go on to compete in the Conference USA Championships. By 1999, the women’s team made its dynamic first appearance at the NCAA tournament with a 2-1 win in the 92nd minute against the University of North Carolina-Charlotte (Marquette University Archives).

The women’s soccer program has seen continued success under Roeders through building a program comprised of a team that is consistently and nationally ranked. Under his coaching, the women’s soccer team accomplished a 69.7 winning percentage (as of December, 2010) and a perfect 11-0-0 record in 2010 (“Markus Roeders,” 2010). The women’s soccer team went on to win the BIG EAST American Division Title for the second consecutive season earning them the No. 1 seed in the American Division BIG EAST women’s soccer Championship in 2010. In addition, the team holds 88 all-conference, 50 all-region and nine All-American selections. The team also has made 10 NCAA

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Tournament appearances and made it to the Sweet 16 twice, in 2005 and 2010, marking the farthest in program history (Marquette hilltop, 2993).

A Sweet 16 run last year and undefeated in their regular season, the women’s soccer team started the 2011 season with their highest national ranking in program history. The National Coaches Association of America ranked them as the No. 8 seed in the BIG EAST—four spots higher than their 2010 rank and the Soccer America poll ranked them number 9. The team concluded their 2011 season in the second round of the NCAA tournament (“Markus Roeders,” 2010).

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MEN’S SOCCER:

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The men’s soccer program followed suit in 1964 as it transitioned from a club team to an intercollegiate sport after the decision to drop football in 1961 to make way for a varsity soccer program. After defeating Illinois and Notre Dame, the Midwest Soccer Conference invited Marquette to join the conference of 28 colleges and universities. The team ended their first season with a 5-1-2 winning record (Marquette hilltop, 1964). The men’s program also saw a head coaching position change early on during its second season when Charles Nader took over as the head coach and again in 1976 Joe Born, former assistant head coach, took over. By the 1980s, the men’s soccer team switched from the Midwest to the Mideast region for NCAA competition. During the same decade and continuing into the 90s, the men’s soccer team was the primary sport for Marquette’s homecoming week. The Marquette cheerleaders and band would entertain fans during halftime and Marquette students entered banner contests that

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cheered on the soccer team. Both the men’s soccer team and the women’s soccer club team participated in homecoming week (Marquette University Archives).

Today, Louis Bennett is in his sixth year as the men’s head soccer coach and in 2009 and again in 2010, he led the team to the BIG EAST men’s soccer tournament for the first time in program history. Cumulatively, the team has made five NCAA tournament appearances, four conference championship appearances and five conference tournament appearances and received the 2009 Wisconsin Soccer Association Meritous Service Award (Wisconsin Adult Soccer Association, 2011). With a combined 15-season career, Bennett boasts a 152-120-33 career record as a collegiate head coach and has led 26 collegiate players to go on to play in the professional realm as well as coaching six all-American selections and 62 all-conference performers (“Louis Bennett,” 2011).

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2011 Promotional Efforts Schedule card/key tag combo Schedule posters Targeted mailings

Media coverage Social media Email

Campus flyers Handbills Fan Fest

Welcome back Fanatics t-shit giveaway TOPSoccer Day

Bang for your buck Camp reunion day Alumni Day

Faculty/staff Appreciation Senior night WYS Soccer Night

Twitter/Facebook fan Double fanatics points Insider special

Group ticket discount Halftime contests Ball crews

Free team clinic Pre-game youth scrimmages

!2011 Marquette Women’s Soccer Home Schedule

Day Date Opponent Time Promotions

Friday August 19 Western Michigan 7:30pm First Kick Wisconsin Youth Soccer Night

Sunday August 21 Northwestern 7:30pm Church Bulletin Night Bang For Your Buck

Friday August 26 St. Louis 7:30pm Camper Reunion

Sunday August 28 Long Beach State 11:00am Super Fan ’10-‘11 T-shirt giveaway

Sunday September 4 North Dakota 1:00pm Boys & Girls Club Day

Thursday September 15 Pittsburgh* 7:00pm Faculty/Staff Family Night Welcome Back Picnic Meet the Greeks Night

Thursday September 22 DePaul* 7:00pm Twitter Follower & Facebook Fan Appreciation Night

Sunday September 25 Notre Dame* 1:00pm Fill the Valley Challenge Father Pilarz Inauguration

True Fanatic Contest Friday October 7 Providence* 7:00pm Kick for A Cure

Future Fanatics Picnic Double Points Night

Sunday October 9 UConn* 1:00pm Top Soccer Day/Clinic

Saturday October 22 South Florida* 7:00pm Senior Night Big Brothers/Big Sisters Night

Alumni Day !

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Attendance Trends The men’s and women’s soccer teams have had inconsistent attendance trends throughout the programs’ history; however, current trends are positive for both teams. The average attendance at women’s soccer games peaked in 2001 and 2002 with an average of 550 fans per game. After dropping to an all-time low in 2006 of 300 fans per game, women’s soccer increased its attendance to slightly above 500 fans per game by 2010. During the 2010 season, Friday night games drew the most attendees and Sundays were generally lower due to conflicts and competition with popular NFL games. From 2000 to 2005, men’s soccer had its highest attendance in 2001 when it averaged 550 fans per game. Its lowest record was in 2005 with an average of slightly above 300 fans per game. After 2005, attendance saw a leap from 300 fans per game to slightly below an average of 600 fans per game and in 2008/2009, attendance dropped slightly but picked up to a record high in 2010 gaining an average of 600 fans per game (2011 Women’s Soccer Marketing Plan).!

Day-of-the-Week Attendance 2010

Day No. of Games

Average Attendance

Wednesday 1 684

Thursday 1 226

Friday 4 625

Sunday 5 451 !

Student Attendance History 2005-2010

Year Total

Student Attendance

Average Student Attendance

2005 400 45 2006 660 73 2007 1,367 152 2008 1,139 108 2009 880 80 2010 1,046 95 !

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2011 BIG EAST Ticket Comparison Marquette men’s and women’s soccer offer competitive ticket

prices at $5 for single adult tickets, $3 for single kid tickets (18 and younger), $2 for groups of 15 or more and $30 for season ticket holders (19 games for the price of six adult ticket priced games). All season ticket holders receive a Marquette soccer scarf and additional perks throughout the year. Notre Dame, which boasts the highest attendance rank in the BIG EAST, prices its season tickets $10 more than Marquette. Notre Dame and other teams also offer special discounts for seniors 65 and older, which Marquette does not offer. In addition, Notre Dame provides free tickets to all staff and kids three years and under. St. John’s University also has different ticket prices between the men’s and women’s soccer games. St. John’s women’s soccer games are $2 cheaper for adult and youth tickets than men’s games. Marquette and majority of the BIG EAST teams offer the same ticket prices for both men’s and women’s soccer games.!

*No online ticket information available for Seton Hall, Villanova, Providence, Syracuse, DePaul and Pittsburgh

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Sponsors 540 ESPN Radio/Radio Milwaukee AirTran

Ambassador Hotel Aurora Health Care

Aurora Sinai Medical Center Aurora Sports Medicine Istituite

Appliance World Baker Tilly

Beer Capitol Distributors Bergstrom Corporation

The Bog Golf Course Bravo!

Bubb’s BBQ Burbrick’s Office Supplies

Callen Design Group Carnevour Steakhouse Moderne

CBS Sports CenterCourt Pub & Grill

Charro Tacos & Tequila Cyganiak Planning, Inc.

DigiCOPY Direct Supply, INC

Equitable Bank Fields Auto Group

Forward Dental Golden Eagle Spirit Shop

Goodwill of Southeastern Wisconsin Heartland Value Fund

Heiser Automotive The Hilton

The Holter Financial Group of Northwester Mutual

International Autos Jim Phillips LLC

Jimmy John’s MillerCoors

Opus North Corporation Palermo’s Pizza

Pepsi Pizza Hut

The Printery PNC Bank

Qdoba R.A. Smith

Renewal by Anderson Robert W. Baird & Co.

State Farm Steinhafels

SURG Restaurant Group Time Warner Cable

Umami Moto United Healthcare Services

U.S. Bank We Energies

West Bend Wisconsin Milk Marketing Board

The International Brotherhood of Electrical Workers

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SWOT Analysis STRENGTHS: • Online presence

o Marquette Athletics website, Marquette Mobile smart phone application, social media accounts (Twitter, Facebook), and MUTube “Women’s Soccer Weekly with Marcus Roeders” podcast episodes

• Media exposure on campus • Successful program • Popular free food promotion • LIMO service transportation to games • BIG EAST conference play • Affordable entertainment

!There is strong coverage of men’s and women’s soccer from campus publications

like the Marquette Tribune, which covers all men’s and women’s soccer games. Students at Marquette University have many outlets for fans to stay updated on everything Marquette soccer related. The recent successes of both the men’s and women’s teams are another strength of the program because when teams do well, people are more likely to attend games. A large-scale example is that of the 2011 Milwaukee Brewers in comparison to a not as successful 2010 season. This supporting the idea that successful teams produce a bigger draw to the games that correlates to increasing attendance trends. In addition, campaign focus groups and surveys demonstrated that the free food promotion offered at games is very favorable amongst students. Students also had mentioned that getting to Valley Fields was difficult, but when informed of the LIMO service option to Valley Fields, they looked favorably upon it; therefore, the limo service is seen as a strength in regards to it being a form of transportation for students to the games.

Marquette is a member of the BIG EAST conference bringing in a number of top soccer programs, which fans enjoy seeing play. The “Marquette” name itself is a strength because it is nationally recognized. In comparison to other forms of entertainment, Marquette soccer provides families and students with competitive prices. For families, attending a Marquette soccer game is significantly cheaper than going to a movie or seeing a professional sports team play. Moreover, games are free for students. !

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WEAKNESSES: • Lack of Marquette-specific media

coverage outside of campus • Many students unaware of

significance of program successes • Qdoba food promotion • Off-campus venue (Valley Fields) • Old seating facilities • Lack of parking • Students feel disconnected from

the teams • Game atmosphere

!As presented in the media scan, a lack of media coverage in the greater Milwaukee

area exists and is a significant weakness for the Marquette soccer program. It also is evident through surveys and focus groups that the general Marquette student population is unaware of both soccer teams’ recent successes. Campaign focus groups illustrated that students are aware of the successes the women’s team has seen, but failed to recognize the men’s team as successful as well stating, “They suck.” In addition, focus groups also expressed that students are tired of seeing the same food partnerships every year; moreover, students are simply not as interested in Qdoba and Jimmy Johns as they used to be. Students stated that they would be more enticed to go to games with food sponsors such as The Broken Yolk and Sobelman’s. The location of Valley Fields also is a big deterrent for many Marquette students, especially students without cars. Valley Fields is located in an area of Milwaukee that is relatively isolated and the bridge to get to Valley Fields is not well lit at night. These factors can make students feel unsafe walking to and from games. Many students are unaware of the availability of the LIMO service to and from games. Another issue with Valley Fields is that the students feel that the bleachers are old, although they also express that it is a great facility for Marquette Athletics. The lack of parking is a weakness because the parking lots do not always allow for the inflow of people attending soccer games. There are two smaller size parking lots on both ends of the field, yet there is no alternative for an influx of fans. The only alternative is for fans to park in the Potawatomi parking lot, which is an even less desirable option. The campaign focus groups highlighted students’ disconnection with Marquette athletes and that students’ value player interaction. Students stated that athletes appeared unapproachable. The lack of game atmosphere also was prevalent throughout the focus groups as students stated that they craved the same game atmosphere experience that Marquette men’s basketball has created. !

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OPPORTUNITIES: • Create a new game atmosphere • New promotions • Future Fanatics • Utilizing social media • Student involvement • Player/student interaction !

Though students have stated that they do not enjoy the game atmosphere at current soccer games, there is an opportunity to create an atmosphere that students will enjoy, especially in targeting new freshmen. Marquette Athletics begun to create and implement new and exciting promotions during the 2011 season, providing the ability to continue into the 2012 season. Marquette soccer also has the opportunity to enhance its Future Fanatics club by making it more interactive.

During the 2011 season, Marquette soccer began implementing a number of social media promotions. There is a strong opportunity to reach more students and attract students to games as well as increasing Marquette soccer awareness through social media. Communications students are highly involved in social media and promotional efforts, and students in general are looking for more ways to get involved on campus. Campaign focus groups displayed evidence that many students value direct interaction with student athletes as students at times feel that the players are somewhat disconnected from the larger student body and unapproachable. These students are not asking to form deep relationships with these players, but they would respect and enjoy the players to try to create more personable connections. !

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THREATS: • Weather • Teams successes and failures • Academics • Campus crime and the location of Valley

Fields • Competition of other events in the area • Other professional sporting events !

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There are a number of threats and challenges that Marquette Athletics and Marquette soccer face. Many of these threats are uncontrollable. Weather is one major uncontrollable factor especially in the month of October. Rain, cold weather and even snow are all uncontrollable deterrents to attending games. Marquette Athletics also cannot control the successes and failures of its programs. Marquette has been lucky to have such successful soccer teams. Yet, many students in the focus groups also shared a disinterest in either the general sport of soccer or watching the sport of soccer.

Another factor to consider is that students have many other responsibilities during the soccer season, most importantly personal academic schedules. The desire to do well and study for upcoming exams may deter many students from attending games. Another reason that may keep students at home instead of at the games is the recent increase of crime on campus and the location of Valley Fields. Finally, competition from other events in the area is a major threat. Many soccer games are on weekend evenings

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when many Marquette students may be getting ready to attend parties, relax with friends, visit friends at other schools, go home or attend other sporting events such as tailgating at Milwaukee Brewers games. For families, competition could include new movies that are out in theaters, dinner with other friends/families, children’s sporting events and other weekend activities. !! 18

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Media Scan METHODOLODY:

The construction of this media scan includes coverage of the Marquette University men’s and women’s soccer teams in Marquette student media, Milwaukee area media, national media and social network sites after January 1, 2009.

Marquette men’s and women’s soccer has approximately 200 articles about each team archived on the Marquette Athletics website. The types of articles on the website feature human interest stories, reports of game scores, blog posts by players, away games, game cancellations and podcasts conducted by the head coaches.

The Milwaukee Journal Sentinel encompasses approximately 50 articles about the Marquette men’s and women’s soccer teams. Sufficient portions of the articles that the Milwaukee Journal Sentinel publishes about Marquette soccer are the scores of the games. Other articles mainly surround Marquette soccer and its competition, predominately when Marquette soccer plays the University of Wisconsin-Milwaukee or the University of Wisconsin-Madison. In addition, the Milwaukee Journal Sentinel periodically includes articles of interviews with Marquette soccer coaches and athletes. !

MARQUETTE UNIVERSITY STUDENT MEDIA: According to the Marquette University student media advertising general

information sheet, Marquette student media reaches an audience of 13,988 people. The various outlets that have mentions of the men’s and women’s soccer teams are MUTV, Marquette’s student-run television station, and the Marquette Tribune, Marquette’s student-run newspaper.

MUTV features episodes called the “Golden Eagle Spotlight” that interviews Marquette athletes, including soccer players, about previous games and personal opinions regarding their teams. For example, Brad Galli, the host of the “Golden Eagle Spotlight,” interviewed the women’s soccer junior defender, Lauren Thut. In this interview he asked her what her opinion was about the previous women’s soccer player that played her position. She said that she was happy that she was there to teach her expertise before she left; however, she is thrilled to take her place. The remainder of the interview consisted of Thut’s opinion on the women’s soccer team’s upcoming season. In the Marquette Tribune, there are various mentions of the soccer teams including feature stories, human-interest stories and articles that report the outcome of the soccer games. In addition, the Marquette Tribune provides recap articles of all men’s and women’s soccer games throughout the season.!

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Below are examples of typical soccer articles that the Marquette Tribune covers:

1. Marquette Women’s Soccer: Penn State will test backline (November 17, 2011) This article begins by giving a brief background of the Marquette women’s soccer season and compares team skills with Pennsylvania State’s women’s soccer team. It then proceeds to highlight individual players of the Marquette women’s soccer team, including quotes from the players. Overall, it gives a personal approach and a voice to the Marquette women’s soccer team.

2. Marquette Men’s Soccer: UConn downs MU 3-0 (October 27, 2011) This article discussed the loss that Marquette men’s soccer had to Connecticut. Throughout the article there were quotes from the Marquette soccer players regarding their opinions on the game. There also are facts about past Marquette men’s soccer seasons. This article would most likely appeal to fans because it includes player opinions about the game.

3. Marquette women’s soccer: Twister ravaged senior’s home (September 29, 2011) This is a human-interest story of the Marquette women’s soccer senior goalkeeper, Natalie Kulla. The story described how her family home was destroyed by a tornado while they were out. It then went to describe her journey following tornado. This article gives the readers a personal connection with Natalie Kulla because they gain insight to what is happening in her life outside of soccer.

!MILWAUKEE AREA MEDIA:

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The Milwaukee area media reaches a wide variety of people. There is a sufficient amount of coverage surrounding the Marquette men’s and women’s soccer teams including wins, losses, updates on soccer facilities, and interviews with athletes and coaches. However, the majority of the soccer team coverage focuses on wins and Marquette soccer’s cross-town rival, University of Wisconsin-Milwaukee.

Below are examples of typical soccer articles that the Marquette Journal Sentinel

covers: 1. Marquette to refurbish soccer facility (June 17, 2010)

This article discussed the refurbishing of the Marquette soccer facility. It is informative to the players and fans because they get updated on the plans for the new field.

2. MU women fall in Big East soccer semifinals (November 5, 2010) 20

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This article discusses the upset that Marquette women’s soccer had to South Florida. There are about four sentences speaking of this before the article discusses University of Wisconsin-Milwaukee’s and University of Wisconsin-Madison’s successes and defeats for soccer, hockey and swimming. Even though the article mentions Marquette soccer’s defeat, they are not the main focus.

3. 10 questions with MU women's soccer coach Markus Roeders (October 25, 2011) This article discusses the women’s soccer coach’s opinion on various topics, including his prediction of future successes to his recruiting philosophy. This is appealing to fans because it gives a personal look to the coaching tactics and thoughts of the women’s coach.

!COMPETITOR’S COVERAGE EXAMPLES:

1. Local roundup: UConn men’s soccer falls in NCAA quarters (December 5, 2011) This article is a synopsis of Connecticut’s win, which led them to a 19-3-3 record. The article included a quote from the coach stating his opinion on the game.

2. UWGB turns back Badgers (October 19, 2011) The article began by saying that the University of Wisconsin-Green Bay’s men’s soccer team earned bragging rights after its win against the University of Wisconsin-Madison. It then states the score, along with the high scorers of the game.

!NATIONAL MEDIA:

The Marquette University soccer program lacks national media coverage. The typical national coverage is similar to the ranking example below. Besides rankings of the teams, there is a lack of attention to Marquette soccer in the national media.

The women’s soccer was nationally ranked top 100 by “Top Drawer Soccer,” which is a nationally viewed website. On this website it list the ranking of each team by conference and by team roster. In addition, there is a schedule provided for each team. !

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SOCIAL MEDIA:

Twitter: There are three different Twitter accounts for the Marquette soccer program: General Marquette soccer program, men’s soccer and women’s soccer.

Facebook: There are three different Twitter accounts for the Marquette soccer program: General Marquette soccer program, men’s soccer and women’s soccer.

General: Women’s Soccer: Men’s Soccer:

Men’s Soccer: Women’s Soccer:

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Audience/Stakeholder Analysis

The target audiences that will be affected by our “Kickin’ it Back” campaign are Marquette University students and metro Milwaukee families with kid(s) who participate on youth soccer teams. PRogress will focus on creating an atmosphere around the soccer games to entice Marquette students to attend games and feel a sense of pride in their school’s soccer teams much like Marquette men’s basketball has attained. Another focus will be on the families in the metro Milwaukee area to attend men’s and women’s soccer games for the economical and family entertainment value these events provide. The stakeholders that will aid as opinion leaders in the metro Milwaukee area are Marquette faculty and staff; parents of children registered in the Future Fanatics club; alumni and coaches from area high schools, youth soccer programs and youth soccer club directors. Other influencers that can either persuade or detract students from attending games are Marquette students as a whole, the SuperFans group, Marquette student organization leaders, Marquette soccer players, and the participants in Marquette intramural teams and club sports teams. Secondary research from the Metropolitan Milwaukee Association of Commerce, comparisons with other BIG EAST schools and Marquette Soccer organizational history and primary research allowed PRogress to pinpoint which demographics would mainly be affected by our campaign and to establish our main target audiences. ! 23

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PRIMARY AUDIENCE: The primary target audience for this campaign is Marquette students ranging in age from 18 to 23 who also live on campus. In addition, we will focus on targeting students who have an interest in sports and/or attending sporting events. The Marquette community encompasses a wide variety of people from different ethnic, religious and geographic backgrounds. Thanks in large part to the great prestige of the university, there are students from almost every state in the United States and from 68 different countries. Currently, the undergraduate and graduate enrollment at Marquette is slightly above 12,000 with roughly 580 faculty members. More than 80 percent of the Marquette student body participates in some type of community service each year and that number continues to increase annually. Also on campus, there are over 250 different student organizations of which the majority of the student body is involved. Due in large part to the results conducted from our focus groups as well as surveys, it became evident that a majority of Marquette students are proud to be a student of the university. In the focus group that contained non-intramural or non-club sport athletes, it was noted that every participant has been to at least one Marquette athletic event, with only two out of seven of them never having attended a men's or women's soccer game. !

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MEET MIKE: !

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Mike is a 19-year-old sophomore majoring in marketing in the College of Business at Marquette University. He hopes to either work in a marketing firm or for a large corporation after graduation. Mike lives in Schroeder Hall with his roommate Matt.

Mike keeps very busy trying to balance studying, balance his involvement in the Marquette community and balance his social life. He currently is taking 15 credits, along with being involved in the American Marketing Association of Marquette. Mike also is busy applying for marketing internships for the summer.

Every Tuesday and Thursday when the Marquette Tribune is distributed, he glances at it before class. That is typically how he keeps up to date with Marquette news. To keep up with marketing trends, he skims through The Wall Street Journal because the College of Business sends it to his dorm.

In his free time, Mike enjoys watching Sports Center and playing on his intramural volleyball team. On the weekends, he spends his time with his friends hanging out around campus. He is a basketball season ticket holder and attempts to attend every game. These activities combined are Mike’s stress

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relievers from his busy weekday schedule. During Mike’s freshman year, he

attended a men’s soccer game with the other male students that lived on his floor in O’Donnell Hall. He decided to go because his Resident Assistant coordinated a hall event for the students to meet the other males on their floor. At the first soccer game, Mike met a lot of new people and had a good time; however, he has never returned to Valley Fields for a soccer game. He has too many other activities going on, and he does not feel a personal connection to the soccer team. !

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SECONDARY AUDIENCE:

Our secondary audience is comprised of families in the metro Milwaukee area with young children that are involved in youth soccer. Families consist of households with at least one parent/guardian and one child, who live in the metro Milwaukee area. The children of these families range in age from four to 15 and either have or currently play youth soccer. The cities within metro Milwaukee area include: Bayside, Brown Deer, Cudahy, Fox Point, Franklin, Glendale, Greendale, Greenfield, Hales Corners, Milwaukee, Oak Creek, River Hills, Shorewood, South Milwaukee, St. Francis, Wauwatosa, West Allis, West Milwaukee and Whitefish Bay. The families in the secondary target audience have a household income in the $50,000-$60,000 range base on the median household metro Milwaukee income at just over $54,000 (MMAC, 2011). The population of the metro Milwaukee area is just over 1.5 million (MMAC, 2011) and the population between ages four to 15 is just over 200,000 (MMAC, 2011). Though primarily of white (MMAC Stats) ethnicity, race is not a limiting factor in these family dynamics. There are twelve youth soccer clubs in the metro Milwaukee area: Bavarian Soccer Club, Club Latino, Croatian Eagles Soccer Club, FC Milwaukee Nationals, Milwaukee Sport Club, Oak Creek Soccer Club, Parkland Soccer Club, Polonia Soccer Club, Racine Spartans Soccer Club, United Serbian Soccer Club, Washington County FC and Wauwatosa Soccer Club. Soccer is a popular participant sport in Wisconsin as there are 54,591 registered within the Wisconsin Youth Soccer Association.

PRogress chose to focus on families with children involved in youth soccer for the following reasons:

• Children in the four to 15 age range playing youth soccer are developing their

fundamental soccer skills • Children take an interest in watching older players engage in the sport at a high

level • Families in these current economic times are looking for fun, inexpensive family

entertainment

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MEET CARLA: !

Carla is a 46-year-old mother of two kids, Robert Jr. (12) and Maddie (8), and works part-time as a teacher’s aid at Marquette University High School. Previously, Carla was a full-time teacher but became switched to part-time after her first child was born. Her husband, Robert Sr., is an electrician for We Energies in Milwaukee. Carla enjoys spending time with her family and is always looking for affordable family-fun entertainment during the school year. Her family’s combined household income is between $52-$56,000 per year. Carla wants to keep her children healthy and sociable. Robert Jr. is involved in youth basketball, tennis lessons and plays the trumpet while Maddie plays youth soccer and is involved with her school theater group. During the days that Carla is working while her children attend school, she finds herself carting each child to a different after school activity. She tries to cook a home cooked meal every night but sometimes picks up fast food on her way home. The family usually goes to the movies on the weekend, but due to the economy, they find it becoming too expensive to do every weekend. Her family enjoys going to professional sporting events but cannot make it to many games because tickets prices for a family of four can be expensive, especially when she factors in parking and food. Carla is familiar with Marquette because her family watches Marquette basketball games. !

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!"#$%"&'()*)%"+,'METHODS: PRogress conducted two online research surveys and two focus groups targeted at Marquette University students, which enabled us to determine what will make Marquette soccer games more appealing. !ONLINE SURVEYS: Two online surveys were constructed using SurveyMonkey.com and distributed through a Facebook event post inviting Marquette students to take one of two surveys. Students choose which survey to take based on if they had attended at least one Marquette men’s and/or women’s soccer game or if they had never attended a Marquette men’s and/or women’s soccer game. Facebook was the most effective way to reach the primary audience to take the surveys as most Marquette students use Facebook. There were a total of 50 responses per survey. !

SURVEY 1: Attended a Marquette Soccer Game(s) (50 Responses) • Demographics

o Year in school- 0 freshman, 13 sophomores, 6 juniors, 31 seniors o Gender- 23 males, 27 females

• Overall 36% surveyed have been to one to two Marquette soccer games; 10% have been to 13 or more games

• 76% surveyed attended one to two games per season; 6% attended seven or more games per season

• Socializing is the number one reason students attended the games; the second most favored reason was that they enjoy the sport; the third most favored reason was that they have a friend(s) on the team

• 84% surveyed projected that tailgating would improve their overall experience

• 94% surveyed walk to the games, followed by utilizing the Limo service • Friends are the number one way students hear about the games; email is the

second favored way students hear about the games; word of mouth/campus buzz is the third way students hear about the games

• The least amount of students hear about the games via Twitter !

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In answering, “What keeps you coming back to the games,” open ended question responses included: “(I) haven't been to a game since freshman or sophomore year. I suppose if it was closer, or more people went to it, I'd attend more games.” “I went to games due to friends and the organization I am in. Other than that, I do not feel excited to go. The whole environment is lacking energy.” “I don't go very often because soccer is not of much interest to me, nor do I enjoy the long walk :(.” “My friend is no longer on the team, so I haven't gone back.” “I've played soccer all my life, and I really do love watching the guys/girls play. I just wish the teams were held in the same light as the basketball games. “Considering we don't have a football team and soccer is my favorite sport, I would absolutely love to see the soccer games get crazy!” The survey concluded that most students do not attend soccer games for the sport of soccer, but rather for the social atmosphere. Students would attend more games if more students were in attendance; if the atmosphere was similar to that of Marquette men’s basketball games; if they knew someone on the team. Students felt that the atmosphere lacks energy compared to the high-energy atmosphere at men’s basketball games. That is why students prefer to attend basketball games as opposed to soccer games. However, tailgating at soccer games would offer an experience that basketball cannot, and students indicated that tailgating would increase their overall interest in attending soccer games. !SURVEY 2: Never Attended a Marquette Soccer Game (50 Responses)

• Demographics o Year in school- 0 freshman, 9 sophomores, 7 juniors, 34 seniors o Gender- 23 males, 27 females

• 70% surveyed chose lack of interest as the number one reason for not attending games; the number two reason for not attending games is a tie between school work and lack of exposure

• 80% surveyed said tailgating would increase interest in attending games !

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!

In answering, “What has been your number one reason for not attending a men’s and/or women’s soccer game,” open ended question responses included: “Not many of my friends go and there has never been much excitement surrounding the games ever since I started attending Marquette. I think a tailgate event would be really fun though!” “The games are not well enough publicized and hyped for crowd gathering.” “The idea of tailgating would be really cool considering we can't for basketball games, and we aren't a football school.” “It isn't considered a social event -- if it was, with lots of students (similar to a basketball game vibe) I’d be more willing to go.” “Location of the soccer matches.” “1. Lack of interest. 2. Lack of attendance. 3. School Work. .” It is evident from this group that Marquette students generally lack interest in attending games and/or observing the sport overall. Students stated that men’s basketball is the most popular sport on campus and that students want to be a part of that crowd and spirit. Some students take into account that Marquette lacks a football atmosphere. They indicated that the best way to attract students to soccer games is to make the soccer atmosphere more like that of basketball or football games. The best way to do this is through incorporating the tailgating experience at soccer games. Other students mentioned that there is a lack of exposure about upcoming games. If we increased exposure surrounding tailgating, then more students may attend soccer games. FOCUS GROUPS: The first focus group included Marquette University students that do not participate in intramural or club sports on campus. A total of seven students attended the focus group including two males and five females. The second focus group included Marquette University students that do participate in intramural and/or club sports. A total of seven students attended the second focus group including five males and two females. Students provided key insights about what motivates them and does not motivate them to attend Marquette soccer games. [See appendix B]. !

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FOCUS GROUP 1: Non-sports Students (7 Participants) The key insights gained from this group included:

• Team successes do not entice them to attend games unless more “hype” is created surrounding these successes

• Wearing distinguishable apparel on game days would generate school spirit and inform students

• Knowing more players on the teams would entice students to attend • The idea of scholarship giveaways was received favorably • New food sponsorships were also received favorable as students agreed that

Qdoba was “getting old” • Students were unaware or unfamiliar with the rewards program such as what

it was; what one received; how to acquire points • Information was received via Twitter, Facebook and email • Many students admitted to deleting emails and not reading them • Students want more player/student interaction

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FOCUS GROUP 2: Intramural/Club Sports Students (7 Participants) The key insights gained from this group included:

• Soccer is not a popular spectator sport • Football and basketball were seen as more favorable to watch • Men’s basketball is the most popular spectator sport at Marquette • A lack in school spirit surrounding soccer was prevalent • One student enjoyed playing pick-up games with some Marquette soccer

players last summer • Students like the free food promotion at games, but Qdoba was seen as

“boring” • Tailgating was very favorable to the group, and they were unaware that

students could • Students agreed that the best way to increase attendance was to implement

tailgating • Students began shouting out ways to go about tailgating at games during the

focus group • College football was referenced as a sport Marquette was lacking

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RESULTS: The results from the surveys and focus groups indicate that tailgating was seen as the most popular way to not only increase attendance, but also to create a similar atmosphere to that of college football and basketball. Other unique on-campus promotions that increase awareness of the teams’ schedules and players were a major key finding including free food promotions and athletes throwing out mini soccer balls. Based on these results, the decision to target Marquette students as the primary audience and focus on the community as our secondary audience was made. It is evident from these responses that focus on in-game atmosphere and game day promotion through more personal connections with the soccer players is vital.!

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Integrated Marketing and

Communications Plan

Objectives, Strategies and Tactics

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Objective 1: Increase awareness of the soccer program throughout the Marquette community by 25 percent by November 2012.

Strategy 1: Incorporate soccer players into pre-game publicity. Tactic 1: Have players wear distinguishable game day apparel.

Since most athletes tend to wear Marquette Athletics provided warm-ups, it is hard for students to distinguish between players and their sports team. A lime-green game-day shirt will be given to Marquette soccer players to wear on game-days. In addition, the shirts will incorporate the campaign slogan, “Kickin’ it Back.” The shirts will be used as a marketing tool to inform students of upcoming games.

Tactic 2: Distribute ! sheet handbills at Marquette Place and in residence dinning halls.

Handing out flyers by athletes directly to students creates a connection that shows students the sincerity behind players wanting them to attend a game. Since some student athletes are uncomfortable approaching their peers, Marquette Place and the dining halls help create a friendly atmosphere. Students are already clustered in groups, making it easier for players to approach an entire group versus randomly targeting students walking to class.

Tactic 3: Have soccer players make game announcements in class.

On game days, the men’s and women’s soccer players should make an announcement to their peers and their teachers in each one of their classes inviting them to attend the game. The purpose of this announcement would be to inform their classmates and professors that they will be having a game that evening.!! !!

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Strategy 2: Implement social media promotions to increase page “likes” on Facebook

pages and “followers” on Twitter accounts. Tactic 1: Change men’s Twitter handle.

There is a current disconnect between Marquette soccer’s three Twitter handles. The main Twitter handle that incorporates both teams is @mualthetics_soc. The current men’s team Twitter handle, @MarquetteSoccer, is generic. Based solely on the names, either handle could be the general Marquette soccer account. The women’s team handle is successful at distinguishing itself as the women’s soccer Twitter account, @MUWomensSoccer. In order to reflect the women’s team and keep consistency throughout the three Twitter handles, a change to the current men’s soccer team handle from @MarquetteSoccer to @MUMensSoccer will occur. Therefore, fans can clearly distinguish between all Marquette soccer handles. There would be minimal initial confusion during the switch because the change is not drastic.

Tactic 2: Create a Twitter Hub page on GoMarquette.com.

On the Marquette Athletics’ website, each team has a link to its social media accounts. However, the Twitter handles are not initially visible and website viewers have to visit each individual team’s page in order to access them. Through the creation of a module that lists every team’s Twitter handles, it would make them easily accessible. Website viewers could simply go down the list and click “follow” for all of the teams that they wish to follow. Known as a “Twitter Hub,” it is a central and simple place for fans to find their favorite team’s Twitter. The University of Michigan utilizes a universal Twitter page and Marquette Athletics can create a similar page.

The “Twitter Hub” could also be incorporated into a project for classes in the College of Communication such as ADPR 1800 and ADPR 4300. Each person in the class would be assigned a team to follow. Their tasks would be to analyze how successful the team is in using Twitter and identify ways in which the team could improve its use of social media. Students would also tweet at least once a day about their assigned team and practice creating interactive “conversations.” This partnership project would allow students first-hand practice at analyzing current Twitter tactics and implementing unique ways to establish and maintain conversations.

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! Tactic 3: Create and implement a Twitter TwitPic contest.

An easy way to gain Twitter followers on Marquette soccer’s three Twitter handles is to implement an exclusive Twitter contest. This contest only works when people attend a soccer game(s). In order to participate and potentially win, students must attend. The Twitter TwitPic contest allows fans that tweet a picture from a Marquette soccer game, to receive a free hot dog. The picture could include a shot of them at Valley Fields, posing with the eagle or a picture of students in the Birdcage. First, the picture has to be taken on the same day that that person is to receive a free hot dog. Second, the “tweeter” must show their tweet including the picture to concession stand workers. The workers would determine if they passed both rules and then hand them a free hot dog. Not only does this create an incentive for current fans to get involved in Twitter, but it also reaches their Twitter networks. Their network would also see a picture of the game environment and it would entice them to attend (or at least become aware) a Marquette soccer game in the future.

Tactic 4: Create and implement a social media incentive promotion.

Social media is a popular information tool for students and so, to increase followers, an incentive method will be implemented. The incentive works by giving away a free t-shirt and a $10 Sobelman’s gift card for every 50th new Twitter “follower” and 50th new Facebook page “like.” Students would learn about the incentive program via Twitter, Facebook and Marquette Athletics email blasts. The t-shirt prize creates an extension of this tactic in that, when more students start to win free t-shirts, their peers will notice the distinguishable winner t-shirts and gain awareness of the program and the promotion. In return, Marquette soccer social media will gain a greater following. Sobelman’s was chosen due to a number of students in the focus groups expressing disinterest in Qdoba. Although there is already an established partnership with Qdoba, providing Sobelman’s with complimentary PA announcements at games in exchange for gift cards is an alternative option and will entice more students.

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Strategy 3: Implement creative advertising to promote soccer games.

!Tactic 1: Place at 10-foot inflatable soccer ball in between the McCormick residence hall and the Alumni Memorial Union on select game days.

Guerilla marketing is a non-traditional form of advertising that is usually out of the ordinary. The campaign focus groups illustrated that students are generally unaware of the soccer schedule or upcoming games. Students simply delete Marquette Athletics emails. The inflatable ball will have a large banner attached to it facing Wisconsin Avenue that says, “GAME DAY, BEAT XXXX” including the date and time (e.g. “Saturday, 7 p.m.”). The area between McCormick Hall and the AMU has heavy foot traffic from students walking to and from class. A large inflatable object in the middle of campus is very attention getting and will be used as a way to combat the lack of game day information received via email. The “GAME DAY, BEAT XXXX” will also create excitement around the game, let the Marquette community know who the opponent is and help to create a sense of pride towards the Marquette soccer team prior to the game.

Tactic 2: Place large Golden Eagle cutouts around campus to promote game days.

Two large Golden Eagle cutouts will be strategically placed around campus. The cutouts will be wearing “Game Day” lime green t-shirts connecting the promotion to other game-day promotional marketing materials. The purpose of the Golden Eagle cutouts is to bring attention to game-days. The cutouts will be placed in two random locations on campus and in different spots for select games. Students will then be asked to find the eagle’s whereabouts, tweet a picture with themselves and the eagle, and one fan will be selected to win a free t-shirt. There will be a sign next to the Golden Eagle that will read, “post to Facebook or tweet your photo with the Eagle to win a free t-shirt.”

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!!Tactic 3: Advertise games weekly in the Marquette Tribune.

!An advertisement will run in the Marquette Tribune throughout September and October issues in either the Tuesday or Thursday publication. For example, if there is a home game during the week the ad will run in the Tuesday issue and if there is a weekend game, the ad will run in the Thursday issue. The advertisements will feature the Golden Eagle wearing the lime green game-day t-shirt. The advertisement will relate to the distinguishable apparel and other promotional marketing materials for promoting game-days. Since Marquette Athletics can receive the university-discounted rate, a larger ad size, the ! stretch ad, can be purchased. There will be a total of eight advertisements run in the Marquette Tribune during the soccer season.

Tactic 4: Create and implement a Facebook advertisement.

The popularity of social media has prompted the decision to create and implement a Facebook advertisement for soccer games. The advertisement will last 61 days during the months of September and October to target the primary audience via Facebook. The advertisements are visible on the Marquette network and Milwaukee network within a 50-mile radius. The secondary audience may be reached through this promotion, but the main focus is reaching Marquette students via a medium they use every day. An additional benefit of creating a Facebook advertisement is that it will include a link to GoMarquette.com which will increase traffic to the Marquette Athletics website and awareness of the Marquette soccer program.

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Objective 2: Increase attendance at the men’s and women’s soccer games by 15 percent; the men’s games from 600 to 690 and the women’s from 500 to 575.

Strategy 1: Implement innovative pre-season outreach through establishing player and students relationships.

Tactic 1: Distribute one “Soccer Welcome Package” to each residence hall room before student move-in.

Marquette soccer will gain visible access to students on move-in day capitalizing on the excitement of new students (freshmen) and returning (sophomore) students arriving on campus. The packet will include:

• Marquette soccer fridge magnet schedule • Two free hot dog coupons redeemable at Valley Fields

(expiring October 2012) • A Fan Guide detailing the soccer program and Valley Fields • A formal invitation to the homecoming game • Two, 12 oz. plastic Marquette soccer cups • A flyer that includes information about the “Ring Out Rewards”

fanatics reward program In its first year of distribution (fall 2012), the packet will be distributed to both freshman and sophomore students since this would be the first implementation of the outreach. After fall 2012 however, the packet would only be distributed throughout all freshman residence halls and reduced sized packets, including only the fridge magnet schedule and two free hot dog coupons, would be distributed throughout all sophomore residence halls; this would reduce future distribution costs. It would be too redundant to supply full packets to sophomore students after they received them during the previous year.

*All information on the number of residents per residence hall for budget purposes are based off of the 2011-2012 Marquette University Office of Residence Life resident hall listing on its website http://www.marquette.edu/orl/residence_halls.shtml.

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! Tactic 2: Enlist Marquette soccer players to assist students on move-in day.

The Marquette men’s and women’s soccer players will engage in a player and student relationship building activity through assisting students with move-in. Players will be assigned specific times at designated residence halls to help new students with move-in. New relations and bonds with incoming students may encourage students to attend more games as the campaign focus groups illustrated that students felt a disconnection with athletes. Students stated that they would be more willing to attend games if they knew a player on the team.

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!Objective 3: Enhance fan experience at soccer games throughout the 2012 season.

Strategy 1: Implement a pre-game experience that mirrors other universities with college football through the implementation of tailgating.

Tactic 1: Market the opportunity and availability of tailgating at Valley Fields.

Marquette students feel absence of popular college football during the fall as they anticipate the start of the men’s basketball season. Primary research showed that students are most likely to attend soccer games if tailgating was allowed and if it became a tradition. Brian Bowsher, Director, Marketing and Sales for Marquette Athletics, confirmed, “[that] Tailgating is allowed at the Valley Fields parking lot and we occasionally will have students take part.” Marquette students stated in the campaign focus groups that they were unaware of this opportunity. Marquette Athletics should contact resident assistants, Greek life and the SuperFans group on campus to inform them of this opportunity. Promotion can be found in in-game and game-day advertisements, “Tailgating available in the west parking lot. Grilles available for rent at the Al McGuire.”

!Tactic 2: Offer the opportunity to rent grilles for tailgating.

!Marquette Athletics will purchase 10 grilles that will be available for rent at the Al McGuire Center. The option to rent grilles will be marketed on game-day promotional materials. Grilles will be available to mimic the tailgating experience at Milwaukee Brewers games and college football game.

Tactic 3: Distribute 12oz plastic cups to those engaging in tailgating.

The Street Team interns will walk around the parking lot distributing plastic cups to those who are engaging in tailgating, This will signify to the students that tailgating is acceptable at Valley Fields since many students are unaware of the opportunity to and/or are tentative about participating.

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Strategy 2: Implement and host a homecoming celebration concluding with and at a soccer game.

Tactic 1: Create and distribute publicity materials to promote the event.

Marquette Athletics will initiate an annual homecoming week by creating a pep rally for an upcoming Saturday soccer game that will be labeled as the “homecoming game.” The various ways to promote homecoming would consist of:

• Flyers on campus and throughout the residence halls • Placement of table tents in the AMU and residence halls • Placement of the 10-foot blow up soccer ball in between

the AMU and McCormick residence hall • Email blast to Marquette soccer alumni to personally invite

them to the game on behalf of Marquette Athletics

Tactic 2: Organize a pep rally that falls on the Friday afternoon before the homecoming game.

!The rally will be held in-between the AMU and McCormick residence hall since that area is a high traffic area on campus and also allows for large gathering. The soccer teams, coaches, Marquette cheerleaders and the band would attend and perform at the pep rally. There would also be free food for all attendees provided by Qdoba. Although students are over exposed to Qdoba as a food sponsor, the partnership should not be eliminated, but rather used less often. All Marquette soccer athletes will be mentioned and the coaches would provide inspirational/encouraging speeches to their teams and to get Marquette students excited for the game. In addition, the appointed emcee would promote to students the events of the homecoming game such as tailgating and the banner contest.

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!Tactic 3: Create a Marquette Soccer banner contest to be held at the homecoming game.

!As a part of the homecoming celebration, students would be invited to participate in a Marquette soccer banner creation competition. Students would create their own posters and/or banners individually or with a group of no more than five participants, and bring them to the homecoming game. During halftime, representatives from each banner group would go on the field and show off their banner. The winner would be determined based on which banner received the loudest applause from the crowd. The winner(s) will receive free student season tickets for Marquette men’s basketball. Since men’s basketball season tickets are expensive for students, this prize would draw a lot of attention from students and a high number of participates. During the game, the banners would be shown and waved by students mimicking a European soccer game atmosphere. Banners will be checked prior to entrance into the game to ensure that they are appropriate for a family environment.

The inspiration for hosting a banner contest comes from the 1980s homecoming soccer games. Found in the Marquette University reserves documents, students would compete in banner creation for homecoming soccer games. Marquette soccer will be “Kickin’ it Back” and reviving a promotion from the old homecoming games.

Tactic 4: Enhance Marquette soccer spirit and the in-game atmosphere through homecoming promotions and giveaways.

The various promotions and giveaways would be:

• Marquette koozies • 12 oz. plastic cups to tailgaters • Homecoming t-shirts to the first 200 students that

attend the game • Vuvuzelas that say “Marquette Homecoming 2012”

on the side There would be a sectioned-off part of the stands for the band to attend the game and play the Marquette fight song before the game, during half time and after the game. The band plays a big role in adding to the atmosphere of basketball games and having them at homecoming would increase school spirit. Another way to increase school spirit would be to have the cheerleaders cheering on the team in front of the bleachers just like during the 1980s homecoming games.

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!Strategy 3: Engage the metro Milwaukee community and increase excitement of game attendance through an extension of the Future Fanatics Club.

!Tactic 1: Promote attendance at men’s and women’s soccer games to families of Future Fanatics members and recruit new members.

A Future Fanatics Club member is someone who has a keen interest in all Marquette sports. Efforts to create an allegiance with men’s and women’s soccer will extend soccer’s fan base. In addition to having flyers and membership sign-ups at the games, Future Fanatics are given an opportunity to receive rewards based on the number of soccer games they attend. With each membership, Future Fanatics will receive a punch card exclusive for soccer that can be redeemed for prizes. Promotional tools include:

• Flyers distributed to youth soccer teams, local area schools and to all groups that attend the soccer games

• Street team will promote the Future Fanatics Club during games and encourage children to sign up immediately at the game

!Tactic 2: Establish a Future Fanatics birthday party celebration package as another benefit to being a member.

The birthday party celebration package entails: • 10 birthday tickets to a soccer game of choice • Pizza, drinks and cupcakes • Post-game autographs

Three weeks prior to every Future Fanatic birthday (birthday date is provided with sign-up information), an email blast is sent to the Future Fanatic’s parent or guardian describing the proposed birthday party celebration itinerary. Party requests and payment must be made seven days prior to the requested game. The Street Team members are responsible for assisting with the punch card promotion (e.g. punching hole in card and distributing prizes). In addition, they are required to set up the birthday table, bring over the food and lead in the singing of Happy Birthday. This package is priced at $100 and is exclusive to Future Fanatics members only; therefore, it can also be used to increase membership. The birthdays will take place on a decorated table near the concession stand and Future Fanatic booth.

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Strategy 4: Extend a following of the Marquette soccer teams beyond home games.

!Tactic 1: Create and coordinate a Milwaukee Cup bus trip event to the University of Wisconsin-Milwaukee’s Engelmann Stadium to attend the game.

Each year Marquette and UWM participate in the Milwaukee Cup and because these two teams are city rivals, the game is usually very exciting and a large number of people are in attendance. This past fall 2011 season the game was featured at UWM’s Engelmann Stadium; however, no transportation was provided to students. Students were also unaware of the game that aided in a lack of attendance from the Marquette community. Therefore, a bus trip event will be created and promoted to provide students with transportation to a highly attended soccer game experience. In our focus groups, a student mentioned a free bus trip to a Marquette Hockey game that he attended and very much enjoyed. He stated he would likely attend another. In order to entice students to sign-up for the trip and attend, students will receive:

• Free admission • A free t-shirt • Free transportation

Marquette Athletics will cover the cost of admission as UWM’s soccer program has a group promotion where groups of 15 or more can receive admission for one dollar. Marquette Athletics will buy 40 tickets in advance and more if the sign-ups determine the necessity. Students will need to sign-up in advance to receive transportation and free admission which will allow for Marquette Athletics to be provided with the email information for future promotions and to provide an adequate number of buses for transport. In order to ensure that students actually attend the game, they will not receive their t-shirt until they board the bus. PRogress understands that the Milwaukee Cup alternates between Marquette and UWM each year, and this past 2011 season the game was at UWM; therefore, this would be a promotion mainly for the fall 2013 season or could be adapted for fall 2012 with a different opponent.

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! Tactic 2: Distribute an email blast.

!Like Marquette Athletics already does, an email blast will be distributed detailing the event and the necessity for students to sign-up in advance. Although many students in the focus groups had stated that they do not read emails, some students do. It is important to continue to reach all types of Marquette sports fans.

!Tactic 3: Create a Facebook event for the bus trip event and promote via Marquette Athletics social media accounts (Facebook and Twitter).

!Facebook is a very popular form of communication on college campuses and is reinforced through our primary research. A Facebook event will be created detailing the event and the necessity of sign-ups in advance. The Facebook event will allow students to see what other students are attending and acts as a reminder that the event is upcoming and occurring. The Facebook event and Milwaukee Cup event will be promoted via Facebook and through Twitter.

!Tactic 4: Create an axis TV spot for the TV screens in the AMU and in the David A. Straz, Jr building.

!Axis televisions are located in the Alumni Memorial Union and in the David A. Straz, Jr. building. An advertisement will be created and broadcast on those screens.

Tactic 5: Create and distribute table-tents. Table-tent promotional materials will be created and placed in Marquette Place and in every Brew Café location.

Tactic 6: Staff a registration table at the AMU. A sign-up table will be placed in the AMU where students can sign-up for the Milwaukee Cup bus event. The table will be staffed by interns and is also a promotional tool in itself for students in passing.

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!Objective 4: Increase men’s and women’s soccer media attention throughout the greater Milwaukee area and the Marquette community via social media by November 2012.

Strategy 1: Utilize Marquette students in promoting soccer games and events.

Tactic 1: Create unpaid, for-credit public relations Marquette soccer internship positions for Marquette students.

Internships are a requirement for most communications students in the Diederich College of Communication. This internship should be offered to all qualified Marquette University students. It would be promoted throughout various organizations and in classes in the Diederich College of Communications such as:

• Public Relations Student Society of America (PRSSA) • Advertising Club (AD Club)

• American Marketing Association (AMA) • Courses:

o Sports Promotions (ADPR 4000) o Sports Marketing (MARK 4005) o Public Relations Principles (ADPR 1800) o Advertising Principles (ADPR 1400)

The “Street Team” is a highly enthusiastic team of interns that are motivated to create a memorable experience for fans. Some “Street Team” interns will work a table near the entrance of the field where their main responsibilities will include:

• Interaction with spectators • Pass out schedules and team posters • Facilitate a prize spin wheel and distribute prizes (wristbands,

washable tattoos and t-shirts) • Walk around the crowd during game time engaging spectators by

cheering and handing out promotional items The “Street Teams” foster a positive experience and keep the fan spirit alive. !

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Strategy 2: Implement social media outreach to game attendees.

Tactic 1: Implement Marquette soccer intern engagement with fans.

The “Street Team” interns will engage with fans utilizing an iPad to “like” the Marquette soccer Facebook pages and “follow” the soccer Twitter handles. The interns will have the fans log into their social media accounts, Facebook and Twitter, so that they can follow and like the Marquette soccer teams. An incentive for fans to participate is they will receive a free autographed mini soccer ball. A female student from the first focus group explained that she received a mini autographed soccer ball during her freshman year and still has it to this day in her room. This promotion provides fans with a tangible object that extends beyond the single game experience and was received favorably by others in the focus groups. The newly acquired “fan” or “follower” will now receive news and updates via their own personal social media accounts.

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Campaign Budget -%$.%#/0'123/)4'

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4%

31%

29%

35%

Transaction Summary:

*See reference page for budget sources

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Plan Evaluations !

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Objective 1: Increase awareness throughout the Marquette community by 25 percent by November 2012 via Facebook and Twitter. Evaluation:!The Marquette University Athletics Department should monitor the Twitter “followers” and Facebook “likes” numbers throughout the season and take intercept polls regarding how the attendees heard of the game.

Social media: Much of the campaign promotions begin in late August and so Marquette Athletics will record the number of “followers” and “likes” from mid-August 2012 until the 1st week in November 2012. Marquette University Athletics Department will then calculate the total increase in “followers” and “likes.” If a 25% increase has occurred, awareness has been achieved.

Entrance: Evaluate the success of awareness through tracking how the attendees of the soccer games heard about the game when they are entering Valley Fields.

Example question that would be asked to attendees upon entrance into Valley Fields:

1. How did you find out about the Marquette University Soccer games?

A. Handbills B. Twitter C. Facebook D. Soccer player Announcement in class E. Soccer player wearing game day shirt (lime green t- shirt) F. Other: ______________________

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!Objective 2: Increase attendance at men and women's soccer games by 15 percent by November 2012. Average men's attendance would increase by 90 people and women’s attendance by 75 at each home game. Evaluation:!The Marquette University Athletics Department will use the 2011 game/season attendance numbers as a basis and throughout the season calculate the 2012 game/season numbers in comparison. In addition, monitor coupons redeemed. If a 15 percent increase resulted, the campaign for this portion was a success. Coupons: Attendance can be measure by the amount of coupons redeemed from the "Soccer Welcome Packet."

Objective 3: Increase fan experience through creating and implementing promotions that enhance event atmosphere throughout the 2012 season (measured from primary research surveys and focus groups). Evaluation: Marquette Athletics will evaluate the campaign regarding an increase in an enjoyable fan experience during and after the 2012 season through an increase in attendance at games by 15 percent, pre-game tailgate participation (measured by no current participation due to lack of knowledge about tailgating at Valley Fields), average at least two birthday party celebrations per home soccer game and at least 40 student-fan participants for the Milwaukee Cup bus trip.

Objective 4: Increase men and women’s soccer media attention throughout the greater Milwaukee area and the Marquette community via social media by November 2012. Evaluation: Marquette Athletics will evaluate an increase in media attention via social media Marquette through an increase in the number of Twitter “followers” and Facebook “likes” as previously determined. !

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Appendices

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TWITTER HUB EXAMPLE:

MARQUETTE TRIBUNE ADVERTISEMENT: FACEBOOK ADVERTISEMENT:

!!!!!!!!!!!!!!"##$%&'(!"!

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SOCCER WELCOME PACKET:

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!!!!!!!!!!

!!!!! !!!!!!!!!!!!!

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!!!!!!!!!!!!!TAILGATING/HOMECOMING PROMOTIONAL ITEMS

!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!

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!FUTURE FANATICS BIRTHDAY CELEBRATION PACKAGE

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!!

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!MILWAUKEE CUP BUS TRIP EVENT

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INTERN JOB DESCRIPTION

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T-SHIRT DESIGNS

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Appendix B ONLINE SURVEYS:

SURVEY 1: Attended a Marquette Soccer Game(s) (50 Responses)

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SURVEY 2: Never Attended a Marquette Soccer Game (50 Responses)

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1

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