Sports Marketing Campaign

It is evident that the undergraduate student body numbering 22,000, specially the segment living in residence, approximately 4,566 students are interested in attending sporting events. These individuals wish to spend their weekends in a memorable and fun manner to unwind from the stress of school life. Typically these students are unavailable most weekdays, and are only interested in activities most weekends. They are very often influenced by their friends and do usually follow what their peers are doing, even if it may not be their first choice. Western Athletics needs to position themselves as the most attractive options for students to spend their free time, and to be aware of influences of their friends.

Marketing Decision

In order for

Ideally, this campaign will run during the peak times of the season, attracting even more attendees. Having a shorter period of time will result in students becoming aware of the campaign, attending, sharing pictures on social media and influencing their friends to also attend. The Western Athletic marketing department will be tasked with creating enticing, creative advertisements to promote on Facebook. They will also be responsible for propagating this campaign throughout the school, through attendance at club events, hanging of posters, and promotion through word of

This assignment will be geared towards understanding why there is declining attendance at events, this will formulate the primary research portion with the marketing department reporting back with recommendations. Secondary research points towards declining attendance being directly correlated with student awareness of the events available, an aggressive marketing such as the one proposed will yield higher attendance numbers.

The marketing campaign, as presented to students will consist of encouraging posts of themselves on their social media with the hashtag #WesternAthleticsFreeTuition. Every student that posts a picture of themselves with a hashtag will be entered into the draw. At the end of the campaign period a single student will be chosen at random from a pool of individuals participating in the contest. The student who wins will receive free undergraduate tuition for a single semester. This will cost approximately $6000, however, the return on investment from sponsorship is significant.

Financial