Ohio State Men’s Basketball Attendance

1. Ohio State Men’s BasketballAttendance Where are all these fans ???

2. OSU Men’s Basketball Promotions and Advertising Ian Maute Sing Kwok Travis Rockey Kerry Cern Melanie Stambolis

3. Lack of Student Attendance • Total number of student tickets available is 4,000 tickets. • Only 1,100 students have purchased season tickets this season • On average only 850 students attend the games. • This number varies depending on the opponent, what day it is, and the time of game.

4. Strengths Large Fan Base (Students) New/Modern Arena Established Basketball Program Proximity to Campus Past Success Weaknesses Corporate Dominated Seating Not Fan Friendly Current Team Struggles Lack of Entertainment Near Arena SWOT Analysis

5. Opportunities Large Fan Base (Students) Potential Team Improvement Collaboration with Local Bars and Restaurants Threats Other Forms of Entertainment Other School Activities Work Academic Priorities Low Student Income SWOT Analysis

6. Basketball Attendance • 80 people surveyed • Of the 80, only 6 have attended games this season Of the 34 who have ever attended a game: • 65% - Atmosphere • 23% - School Spirit • 8% - Location • 4% - Free giveaways

7. Reasons aren’t attending

8. On average attended game with how many other students: 1 to 2 others 56% 3 to 4 others 36% 5+ 8% Ways to get students more interested Lower the price of tickets * More advertisements * Convenience (location and time) Better team Additional Survey Results

9. Major Focus • Major results of the survey and what we are going to focus on to increase students ticket sales: • People going to games prefer to go in groups. • Creating a better atmosphere. • Students also stressed the lack of awareness of events and promotions. • Lower ticket prices.

10. What we plan to do… • Various Campaigns • AND most importantly…Make the games fun!!!

11. Columbus Blue Jackets • Finished in last place in their division last year, and are near the bottom this year But….. • Rated #1 fan experience of any professional sports team in the country by ESPN The Magazine • Average 17,252 fans per game • Arena is full of activities for fans to participate in • Arena District also offers great entertainment for fans Photographs

12. Promotions Assessment • 26 people surveyed • 66% agree: • promotions will influence their attitude and decision in going to a basketball game. • large promotions such as Sweepstakes will be a definite motivator. • Types of Promotions: • 65% - Bookstore Coupons • 54% - Group Rates • 38% - Food Coupons • 15% - Free T-shirts

13. Atmosphere • To enhance experience, we assess preference of half-time entertainment. • Types of Entertainment: • 34% - Raffle Drawing • 31% - Musical Entertainment • 23% - Free Throw Competition • 12% - T- Shirts giveaway

14. Our Strategy • Strategies to entice more students to attend games through promotions. - Large Sweepstakes: 1. Free textbooks for a quarter 2. Free vacation

15. Our Strategy • Retention - half-time special events : 1. Raffle Drawing 2. Musical entertainment 3. grand winner drawing at last game of season

16. Our Strategy • Collaboration - w/ local stores & businesses: 1. local bars – drink specials promotion 2. restaurants – discounts w/ fan card

17. Our Strategy • Awareness - Advertisement: 1. Nuthouse Program 2. Demand for ads

18. Our Strategy • Group Rates - pricing mechanisms: 1. Discounts - ex. Buy 3 get 1 50% off 2. Friends Night - free food w/ group ticket purchase

19. IMPLEMENTATION: • Advertising Channels: • Lantern • Over 30,000 copies printed & distributed over campus daily. • Maximize exposure within target market (students). • Advertise regularly to increase familiarity of brand. • Mailings or postcards • Selling the big dream of winning spring break trip. • Exotic or fun scenes of possible winning destinations. • Emails • Massive sending to students currently going to the game. • Online Newsletter • Update fans on team news and latest promotions. • Word of Mouth • Effective and efficient.