EWU athletic Essay Example

men's and women's basketball, and volleyball games. We aim to achieve a 15% increase in attendance for all our targeted sporting events within the next year. Additionally, we will work towards building brand loyalty by connecting the Eastern community with the city of Spokane.

The EWU athletic department aims to increase attendance at sporting events by getting more alumni and non-student groups involved. To achieve this, four marketing activities will be utilized: promotional programs, media coverage, distribution, and advertisements. These strategies have the goals of improving brand equity, building relationships, and creating a positive perception of community involvement among Spokane residents and alumni who are not students. To accomplish these objectives, there will be an expansion in the distribution of EWU apparel as well as various promotional and advertising campaigns to raise awareness. Community programs will also be implemented to establish positive relationships and reputation with non-student groups in Spokane. A detailed explanation of the specific strategy and tactics can be found in the marketing plan.

The project is currently being implemented and controlled, but it is still under construction.

The Eastern Washington University Athletic Department is encountering obstacles in acquiring a larger portion of the market within the highly competitive realm of entertainment, specifically in sports entertainment. To tackle this issue, we have conducted an assessment of both the organization and the market, pinpointing strengths, weaknesses, opportunities, and threats. Using these discoveries as a foundation, we have crafted a marketing strategy to overcome these challenges and attain triumph.

The primary objective is to develop cost-effective strategies and tactics that utilize current resources and cater to the desires of target markets. With strong competition from other universities, the goal

for EWU's athletic department is to differentiate itself by positioning as the hometown team for Spokane and its neighboring areas. An effective approach to achieving this is through offering affordable admission tickets. Ultimately, the aim is to increase market share and enhance attendance at EWU athletic events.

The content of this text revolves around the marketing plan for the EWU athletic department. It includes a situational analysis and the identification of the target market. The text also outlines goals, objectives, strategies, and tactics that can be implemented to achieve the desired outcome of increased attendance at athletic events. Furthermore, it provides a budget and a calendar of tasks for executing the plan.

Situational Analysis

Internal Strengths

Product: The marketing strategy can focus on four popular sports - men's and women's basketball, volleyball, and football. Going to athletic events is an affordable way to entertain entire families. Research indicates that freshmen are more inclined to attend games if prizes are provided at the events. This can encourage alumni and local residents in Spokane to redirect their interest in these sports towards supporting EWU athletics.

Athletic Department: Throughout the year, student athletes engage in various community service projects. These projects include reading programs at local elementary schools, blood drives, youth clinics, and participation in the Habitat for Humanity program. An impressive donation of $1 million to the athletic department will fund the construction of a new building at Woodward Field. This building will feature a donor suite and an upgraded media center. Additionally, part of the project entails expanding the seating capacity from 7,500 seats to 11,000 seats.

Media: The website goeags.com is accessible for alumni and others to conveniently check event times

and locations. The newspaper and local news networks serve as a source of free publicity, reporting scores along with mentioning the next game, location, and time. Every Eagle basketball game will be aired live on AM 1050 The Key. Eagle football had five appearances on television in 2003 and can be heard on Fox Sports Radio 790 the Fan. This radio station also features "The Eastern Eagles Coaches Show with Paul Wulff" program.

Sponsors: Eastern Washington University Athletics has sponsorship from renowned companies like Pepsi, Cingular, Subway, etc. This provides co-branding opportunities and flexibility in promotional activities. Trusted brand images like Pepsi can enhance confidence in the EWU brand among students and alumni. Currently, warehouses hold cold beverage machines displaying promotional pictures of EWU athletics, awaiting distribution.

Currently, there is a pre-existing presence of Alumni/others Relations at EWU athletic events, such as Fan Fest, Tailgating area, and contests. However, research indicates that both EWU students and non-students are not adequately informed about the tailgating events. Consequently, increasing promotion of these activities could potentially generate more interest from the non-student population, offering them an opportunity to gather and engage in EWU athletic events.

Competitiveness is the main factor that attracts outside attendance, particularly when it comes to having successful teams. In recent years, EWU has achieved this by forming competitive teams. The men's basketball team specifically was able to win the Big Sky Championship in 2004, resulting in an exhilarating atmosphere for all attendees. Additionally, the championship game being televised on ESPN2 has provided national exposure for the university.

The internal weaknesses of the EWU athletics program include a lack of interest from student respondents, low motivation among

upperclassmen to attend games due to the current prize-based contests and activities, and a failure to market effectively to alumni and non-student groups. The department fails to develop a lasting relationship with EWU graduates, who are not targeted to attend events as much as students. While students receive special attention with prizes, games, and additional activities, alumni and others do not have a designated section or similar connection. Another weakness is the limited availability of EWU apparel, which is only sold in Eastern bookstores and not at events or other stores. The team's logo has never been leased out, preventing fans from buying apparel elsewhere and hindering their ability to feel connected to the team.

The Athletic Department primarily focuses its financial resources on renovating Woodward field. However, many EWU students believe that there is a lack of promotion, particularly in the Spokane area. Promotions aimed at Spokane residents are limited to a few outdoor advertisements that can be seen from I-90. Unfortunately, only a small portion of the athletic department's marketing budget is allocated towards reaching out to Spokane residents. Additionally, the majority of men's basketball home games at Cheney take place during the weekday, which can create scheduling conflicts for alumni and non-student groups who work or have families.

The accessibility of information about EWU athletics may be affected by the location and living environments of current alumni and others. The promotions of EWU athletic events currently do not have the desired impact on students and non-student groups. Presently, all marketing efforts are focused on current EWU students, and these students feel that the promotional activities conducted are inadequate. The main portion of non-student attendance

at present includes loyal Cheney residents who have been attending games for a long time.

External Opportunities

Although many students at EWU were not interested in EWU athletics, there was a general interest in sports among the student population. This observation may also reflect the interest of the general population. The EWU athletic department currently collaborates with the director of EWU alumni affairs.

According to a 2000 study conducted by the U.S. Census Bureau, Spokane County has a population of 427,506 people. In Cheney, there are 7,723 people living and in Spokane, there are 196,305 people living.
Among the 196,305 people living in Spokane, this market segment could be a great target for promotional efforts.

Media: There are established media channels for coverage of athletics events. Every Eagle basketball game will be broadcasted live on AM 1050 The Key. Eagle football appeared five times on television in 2003 and is broadcasted on Fox Sports Radio 790 the Fan. On this radio station, there is the Eastern Eagles Coaches Show with Paul Wulff. Increasing marketing efforts on existing media channels may help improve promotions and information accessibility. There is also potential to expand advertising through other marketing channels such as newspapers, magazines, and the Internet.

External Threats

There is a potential decrease in game attendance at other universities and colleges. Alumni and non-student groups may not be interested in college sports and prefer to participate in other activities. Limited time is a common constraint for alumni and non-students who wish to attend athletic events.

Eastern Athletics faces competition from Gonzaga and WSU in attracting fans and increasing fan loyalty. The achievements of Gonzaga and WSU athletics have created a challenging environment for

EWU. Additionally, EWU may struggle to gain media coverage as Gonzaga and WSU dominate press attention. Moreover, EWU competes with these universities in selling apparel. The logos of Gonzaga and WSU can be found on numerous items such as shirts, hats, pants, coats, and various other merchandise, which are widely available in stores across the Spokane area. In contrast, Eastern's clothing is exclusively sold in the bookstore and is comparatively more expensive.

The Target Market

This marketing plan targets individuals who are not affiliated with Eastern Washington University, including EWU alumni and the general population of Spokane County. The target market is divided into six segments, one of which includes alumni who are married and have children.

Alumni who are unmarried or married without children (empty nest).

* Married individuals with children who are not alumni.
* Single individuals or married individuals without children (empty nest) who are not alumni.

Students from neighboring elementary, middle, and high schools.

The families of current students.

The first target market consists of married alumni and non-alumni who have children. These two groups share similar characteristics, as they are both seeking family events that can be enjoyed by all. Typically, these segments are interested in finding affordable options for such activities. Additionally, parents within these groups are also in need of opportunities to have a night away.

Furthermore, both alumni and non-alumni who are single or married with no children share similarities in terms of their preferences. Generally, these groups are interested in engaging in enjoyable and thrilling activities, such as finding a suitable venue for a date or socializing with friends. Additionally, individuals who are single or married find pleasure in the idea of

meeting new individuals, making venues that offer this opportunity particularly appealing to them.

The target market includes local students from schools in the Cheney area who are seeking ways to occupy their free time. These students are looking for affordable options as they rely on their parents' financial support. Group activities are enjoyable for this segment and they are in search of exciting and engaging options that can keep them entertained and out of trouble.

The final group of focus will be the families of current students at EWU. These families often seek ways to support their child's education and enjoy visiting them, regardless of whether they comply or not. Targeting this specific group can greatly increase the chances of success. A substantial number of our students come from Eastern Washington and nearby areas. Organizing parent nights multiple times per quarter would be a straightforward task. This approach would attract more people to campus, thereby increasing the likelihood that they will stay for the game.

Marketing Objectives and Goals

The marketing plan aims to boost attendance at EWU athletic events for alumni and non-students in Spokane, emphasizing Eastern athletics as the local team for Spokane and its surrounding areas. To stand out from competitors, Eastern will provide affordable entrance tickets.

Brand Equity: Eastern Washington University (EWU) needs to launch a daring advertising campaign to increase brand recognition among non-student demographics in Spokane. By doing so, EWU will be able to compete with Washington State University and Gonzaga University in terms of athletics and create a strong foundation for future marketing efforts. The goal is to achieve a 15 percent growth in market share within the first year.

Promotion

The

primary aim of the promotion is to create a solid and long-lasting bond with Spokane residents. Establishing a relationship between EWU athletics and children in Spokane, ranging from grade school to high school, will lead to increased brand recognition. By achieving this goal, it will be easier to boost attendance at EWU athletic events. Our plan involves conducting two classroom visits to two different schools in the upcoming year, followed by adding one additional classroom visit each subsequent year.

Advertising is aimed at creating ads that will attract non-student groups residing in Spokane in order to strengthen brand equity. The goal is to achieve a 25% increase in the attendance of these groups. A survey will be conducted to track any improvements in attendance.

The focus of promotions is to target alumni and aims to enhance the connection between the EWU athletic department and the Alumni Relations office. This endeavor will involve mutual cooperation between the two departments with the aim of boosting alumni engagement. The objective is to achieve a 20% increase in alumni attendance in the coming year, taking into consideration the current attendance of Non-student groups.

The goal of distribution is to expand the availability of EWU and EWU athletic merchandise in the Spokane area, in order to enhance brand recognition among Spokane residents. The objective is to achieve a 10% growth in sales of EWU and EWU athletic apparel and related products within the Spokane region within the next two years.

The intended strategy of Eastern Washington University athletic department is to enhance the attendance of alumni and non-student groups. This will be achieved through four marketing activities, including promotional programs, media coverage, distribution,

and advertisements. The goal is to attract collegiate sports fans in the Spokane and Cheney area, despite competition from Washington State University, Gonzaga, and Whitworth College.

Strategy One: Creating Greater Brand Awareness in Spokane

Strategy one aims to increase brand awareness among the residents of Spokane in order to compete with Washington State University and Gonzaga. The goal is to establish awareness of EWU athletics among non-student groups in Spokane, laying the foundation for more efficient future marketing efforts. The tactics to be employed will revolve around a general theme that presents EWU athletics as a worthy organization to support, alongside other universities. Additionally, a cost-effective marketing activity would involve conducting guerilla marketing by posting game schedules on bulletin boards and shop windows of Spokane stores.

Tactics

Implementation of additional community programs could increase brand awareness. Expanding on current EWU athletic community programs, more services and involvement may raise awareness in the Spokane community. Suggestions include team members visiting sick patients in hospitals, cleaning up specific streets in the Spokane area, organizing food drives and fundraisers for charities. One idea is to have an annual cleanup day along the I-90 between Spokane and Cheney, involving student athletes and coaches. This activity would take place before the football season, possibly in August. Another suggestion is for players to visit two community centers, Spokane Valley and East Central community centers, one month before football and basketball season. These visits would last half a day at each community center over a weekend. At the Spokane Valley community center, players can assist with their monthly free Sunday lunch program, held on the last Sunday of every month.

Posting EWU athletic information and sport memorabilia

in select Spokane sports bars is an effort to compete with WSU and Gonzaga's brand equity. Certain sports bars may receive donated star EWU athlete's jerseys and pictures to display on their walls. Paper game schedules will be printed and distributed to bulletin boards and shop windows. The guerilla marketing campaign will target downtown Spokane, Town and Country, and Dishman. This campaign will occur one month prior to the football and basketball season and continue for the entire duration of that month.

Strategy Two

Strategy two involves establishing a meaningful and enduring connection with Spokane residents. By fostering a relationship between EWU athletics and children in various age groups, from elementary to high school, we aim to establish brand recognition. This endeavor also has the potential to cultivate a nostalgic bond among Spokane residents. The following approach will convey the message that EWU is an integral part of the community and is eager to establish a connection with the people of Spokane.

Tactics

One way to establish an early relationship between EWU athletics and Spokane residents is by increasing visitations of EWU players to Spokane schools. These visits, which can take place in grade school and high school classrooms, aim to create an early and continuous relationship among Spokane children and young adults. By directly exposing non-student groups and EWU players to these classrooms, the visits may also lead to increased attendance among Spokane families. In order to persuade the children, it is suggested to offer incentives such as visits to after-school programs, classroom visits, and visits to the school's team practice. The schools that will be visited within the next year, from August to June, include Mead, Shadle,

Ferris, U-high, and Cheney. Additionally, players who engage in these activities may receive credit as a reward.

One approach is to create unique events during games, such as a "family night" where there are pre-game activities and entertainment for families. These activities may include children's games and contests to attract families to come to Cheney. Initially, these events will be held once a year for one football game and one basketball game. The football family night could be scheduled in September and the men's and women's basketball family night could be scheduled in January.

Strategy Three

The third strategy is to create advertisements that will attract non-student groups residing in Spokane and EWU alumni. It is essential to address the absence of ads targeting Spokane residents by bolstering promotional efforts and integrating marketing communications within the feasible financial limits allocated to this segment.

Tactics

One strategy is to increase the number of television commercials during specific seasons of popular sports, following a pulsing schedule. These commercials will include information about game schedules and consistently promote EWU athletics as a whole. The commercials will only be aired during the corresponding sport's season. Two target television channels for these commercials are KREM 2 on the WB 22 and KAYU on Fox 28. It is suggested that the commercials be aired at 5:00 p.m. and 10:00 p.m., which coincide with the news times for each station. This timing can help reinforce stories about EWU in the news.

Another tactic is to utilize more billboards in or near Spokane to consistently promote EWU sports throughout the year. These billboards should be placed along Division, specifically between the intersection of Francis and Division to 2nd St.

and Division. This plan should be implemented within the next five years. The overall theme of all advertisements will emphasize that EWU offers exciting sports action and family-friendly fun.

Strategy Four
The fourth strategy focuses on enhancing the connections between EWU clubs and organizations. This approach aims to improve the accessibility to alumni newsletters, particularly those associated with Greek organizations on campus. By collaborating with club and organization leaders, the athletic department can expand its reach to the university's alumni. This is relevant because certain individuals may choose to subscribe to their respective club or organization's email list instead of the school's alumni mailing list.

Tactics

Working alongside Terri Hayman, president of EWU alumni board of directors, will establish a strong relationship between the athletic department and the alumni department. It is recommended that improvements be made to the sports section of the EWU alumni electronic newsletter. These improvements could include adding pictures of outstanding athletes and potentially highlighting an EWU athlete of the week. Furthermore, adding a hyperlink to the EWU athletic schedule would offer greater convenience for interested alumni. Additionally, organizing more alumni gatherings focused on regular season football and basketball games, with a 50% discount for EWU alumni, may increase their involvement in EWU sports. Currently, there is only a dance held for EWU alumni prior to the Big Sky Men's Basketball Tournament if EWU qualifies. Encouraging more dinners before or after sports games could serve as an incentive for alumni to attend subsequent games. This initiative could be implemented in the PUB during the last home game for football, men's and women's basketball, and women's volleyball.

The athletic department can enhance its relationship with Greek and

other student organizations by reaching out to the officers responsible for alumni connections in each organization. This would expand the reach of the athletic department. While graduates may not subscribe to the university's alumni newsletters, they may still maintain ties with the organizations they were involved in during their time at EWU. By establishing connections with each organization, the athletic department can offer a 50% discount for alumni of those organizations during specific games. Communication with club leaders will take place between June and August of the following year, providing time for the athletic department and clubs to plan and organize activities for the upcoming school year. Additionally, coordinating the organizations' alumni events with EWU games could boost attendance, perhaps by scheduling a dinner in PUB one hour prior to the first football or basketball home game.

The fifth strategy for increasing brand equity among the Spokane community is to enhance the distribution of EWU and EWU athletic paraphernalia in the area. Limited distribution channels could be preventing the athletic department from reaching a wider audience in Spokane. To overcome this barrier, it is necessary to make EWU athletic apparel more readily available and affordable for purchase.

To increase brand awareness among Spokane residents, Eastern competes with other Universities selling apparel. Both Gonzaga and WSU have already released the rights to their logo, allowing their shirts, hats, pants, coats, and other items featuring their logos to appear in many stores in the Spokane area. These items are offered at a lower price compared to EWU clothing, which is only available in the bookstore. In order to address this issue, it is recommended to set up a kiosk

in a Spokane mall that sells EWU sports clothing and memorabilia. This approach would be similar to the Seattle Mariners kiosk located in Northtown Mall. It is advised to reach out to one store within the next year, preferably during the months of September or June. September is a good month because new fashion trends are often introduced for the upcoming academic year. Similarly, June could be beneficial as the bookstore may be looking to clear out old inventory. Overall, establishing a clothing line would be highly effective in increasing brand recognition among Spokane residents.

Currently, the warehouse has soft drink vending machines with promotional features for EWU athletics. Expanding the reach of EWU athletics in the Spokane area would involve distributing these machines. A cost-effective strategy to distribute them in strategic locations would be to utilize student athletes and volunteers, along with a truck. This distribution can take place during July, August, and early September, which are the summer months. As part of the plan, at least 10 machines should be distributed within two years.

Eastern Washington University currently has the chance to host the Seattle Seahawks training camp in the summer. This provides an opportunity for promotional activities for the EWU athletic department and allows for co-branding between EWU sports and the NFL football team.

During July, tactics for promoting EWU football include placing posters on the fence at the Seahawks practice area, as well as in Phase 1 and in front of the Red Barn. Additionally, a large banner with the slogan "Home of the Eagles" should be placed on the wall of the physical education offices building facing Washington St. In August, during the

ending part of the Seahawks training camp, flyers will be distributed to visitors. These flyers will showcase the EWU football team's upcoming schedule and offer 50% discount coupons for the first regular season home game.

Implementation and Control

Strategy One

The first strategy is to post EWU football schedules in local bars and pubs. Specifically, the schedules will be posted at Season Ticket, Swinging Doors, the Screaming Yak, Fast Eddies, and Players and Spectators. To help with distribution, five EWU players will be selected to distribute the schedules at these establishments. Additionally, two student players will volunteer at the Spokane Valley community center's free Sunday lunch program. They will serve as volunteers once a year. Lastly, once a year during the month of August, players and coaches will conduct roadside cleanup.

To ensure visibility, the EWU athletic department staff should regularly check on the posters. This will be done by a member of the athletic department every three months from August to July during the academic year. The goal is to increase attendance by 15% in the first season after distributing schedules. To evaluate strategy one's effectiveness, non-student attendance will be counted at both the first and last football home games to measure any potential increase.

Strategy Two

Conduct visits to local high schools for classroom and team practices. The selected schools to visit include Mead, Shadle, Ferris, U-high, and Cheney. Arrange for a few football team players to visit and practice with the high school football teams prior to the season starting. Also, arrange for a few players to visit basketball practices once the basketball season begins.

Visiting athletes from EWU will distribute tickets to high school players at their respective

schools. Each high school athlete will receive one ticket for the upcoming game on the following weekend. Both the EWU basketball and football teams will visit the same high schools. They will practice with the team and then distribute tickets for the next week's game. Every student will receive one ticket, and these tickets will have a distinguishing mark indicating their origin. This marking will facilitate the counting of tickets specifically provided to high school students. A target of a 5% increase will be established, comparing the attendance from the first game to the last game for which high school students received tickets.

Two family nights with dollar hot dogs and drinks in the parking lot before the game are held during the football season. To promote this event, it is recommended to advertise on TV commercials, alumni newsletters, and mailers sent to local alumni. Designating a specific area for families during these nights would not only showcase the results but also ensure a positive experience for them.

A count will be taken during the first home game to determine the number of students seated in the designated family area. Similarly, a count will be taken during the second family night event to determine the number of individuals seated in the "family area". The goal is to increase the number of people sitting in this specific area by 5% between the first and last home game for each sport.

One strategy is to begin airing TV advertisements during the football season. These ads will be broadcasted on channels KREM 2, WBN 22, and Fox 28 and will coincide with the news between 5 pm and 10 pm. With

this plan, a new commercial should be introduced annually.

Kick off billboard advertisements on Division, placing the billboard on the corner of Division and 2nd for 3 months. Then, relocate the billboard further north on Division. End the ads with the statement "mention this ad and you will be entered in a half time drawing" to allow EWU athletic staff to validate ad effectiveness. A count of people mentioning the billboard ad will be tabulated and placed in a database to measure impact.