#ChargeOnASHLEIGH BECKER

CHELSEA KIRBYCHRISTIAN PEREZ

JENNIFER WINSTON

Group Project Presentation, Spring, 2014 for Dr.

Desiraju’s MAR3613 class

Decision Problem Marketing Action #1 - Give incentives such as food vouchers or T-

shirts

Marketing Action #2 – Do not give incentives

Strengths Weaknesses- Getting free food/ t-shirt- Trying new food- Receive reward for attending games

- Do not like the incentive given- Do not care about receiving incentive- Time spent in line for incentive- Limited supply of incentives

Strengths Weaknesses- True fans come to games- Free will/ no bribery- Experience will not be devalued

- No physical reward- Empty crowd / no audience

Soccer CFE Arena Baseball Tennis Volleyball0500

1,0001,5002,0002,5003,0003,5004,000

Seating Capacity

Seating Capacity

http://www.ucfknights.com/facilities/ucf-facilities-new.html

Findings from Library / Internet

• Target Market: UCF students Age: 18-25 http://ikm.ucf.edu/academic-reports/ucf-current-facts/

• In 2001, the average attendance at UCF Football game was 19,763. In 2012, this number jumped to 34,608.

http://today.ucf.edu/ucf-football-taking-attendance/

http://www.ucffootballschedule.com/

Baseball; 35

Basketball; 17

Football;

6

Golf; 3

Soccer; 12

Tennis; 17

Basketball; 18

Cross Country; 2

Golf; 8Rowing; 5

Soccer; 20Softball;

40

Tennis; 20

Track & Field; 3

Volleyball; 17

2013-2014 UCF Home Games

Men’s Sporting events Women’s sporting events

http://www.ucfknights.com/

Renee Luers-Gillispie

Discussion With Expert

Renee Luers-Gillispie Head UCF softball coach February 17, 2014 Conducting interview: Christian Perez Interview lasted about 20 minutes

Findings From the Expert

Currently offer some incentives t-shirts, giveaways, knightmare rewards

Larger crowd when playing rival teams Crowd consists mostly of families

Trying to increase promotions for students Handing out schedules

Umbrella Question

What is the relationship between an incentive and attendance at

sporting events?

Monday, February 24 2014 at 2pm

• Held in the Student Union

• 60 Minutes

• 8 respondents (2 female, 6 males)o 1 UCF alumni, 4 UCF students,

1 non-UCF student

• Used video camera from film lab

• Incentive: Soda

First Focus Group

Discussion Guide for First Focus Group Introduction :

Rules: Talk one at a time No right or wrong answer Be respectful Don’t be afraid to voice your opinion

General Attitude towards UCF Sports: What do you like/ dislike about UCF sports? Which sporting events do you prefer to attend?

Giving an Incentive: What is your preferred incentive? How do incentives affect your decision on attending a game?

Not Giving an Incentive: Would you consider this a bribe? What negative impacts do you see as a result from giving incentives?

Findings From the First Focus Group

Students want to feel connected and a part of the UCF athletics community Seeing sports schedules in local restaurants or around campus More pep-rallys/ tailgates for sports other than football

Felt that concession prices were too high Want rare incentives (ex: UCF duck at Spirit Splash) More interaction with players

Wednesday, February 26 2014 at 5pm

Held in a UCF Library study room

50 minutes

6 respondents (3 females, 3 males)4 UCF students, 2 non-UCF

students

Used video camera from film lab

Incentive: Potato chips

Second Focus Group

Modified Discussion Guide for Second Focus Group

Introduction : Rules: Talk one at a time

No right or wrong answer Be respectful Don’t be afraid to voice your opinion

General Attitude towards UCF Sports: What do you like/ dislike about UCF sports? Which sporting events do you prefer to attend?

Giving an Incentive: Community involvement: Pep rallies, tailgating What is your preferred incentive?

Rare incentives How do incentives affect your decision on attending a game?

Not Giving an Incentive: Would you attend games if you knew the players? What negative impacts do you see as a result from giving incentives?

Findings From the Second Focus Group

They attend games for the hype Suggested getting the UCF faculty more involved

Should professors offer extra credit for attending games? Suggested that professors cancel class for rival games

Wanted the community more involved in UCF athletics Local restaurants having game schedules

Wanted players to personally give out incentives and ask students to show support at games Creating a sense of community

Want to see Knightro at more games

Limitations Availability of experts and participants Self-reported data from participants in focus groups Interruptions

Recommendations Offer incentives, but not at every game

Incentives should not take away the main focus of the game Make the incentives more personal

Distributed by student athletes Create a sense of community

Back Up Slides ❏      Introduction ❏      Rules: Talk one at a time. No right or wrong answers. Talk in any order. Be honest. ❏      General Attitude toward UCF Sports ❏      Do you enjoy attending sports games ❏      What do you like about sporting events/games ❏      What do you NOT like about sporting events/games ❏      What sports do you prefer to watch besides football ❏      Have you attended any ucf sports games while being a student here ❏      Any besides football ❏      How many have you attended this semester ❏      Were there any incentives given at the games you attended ❏      Do you think ucf has good attendance in their sports games overall ❏      Which would you say are the highest and lowest ❏      Do you prefer fall or spring sports- does this affect your attendance ❏      Do your friends attend games ❏      Who’s idea is it usually to attend the game

Back Up Slides ❏      Do you know where to find ucf sport schedules ❏      Have you ever looked any up ❏      What motivates you to go support ucf sports teams ❏      Do you stay the whole game or leave half way through ❏      If leave, why? ❏      Did you know games are free with a student ID ❏      Giving an Incentive ❏      Do you like free stuff ❏      What is your preferred incentive? (food, tshirt, coupon, others) ❏      Do you usually buy food/drink at concession stands ❏      Do incentives affect your decision on attending a sports game ❏      How much does it influence your thinking ❏      Would waiting in line to receive incentive discourage you wanting the incentive ❏      How would a long line for incentive affect your mood toward you attending the

sport game

❏      If incentives were limited and ran out, how would this affect your attitude toward attending games

❏      Do you think it would be better for the incentive to be handed out before or after the game

❏      What are some pros and cons to it being handed out before the game ❏      Pros and cons for handed out after the game ❏      Should there be a limit to how many incentives are handed out? ❏      How should the limits be set? (First 100 to arrive at game, random

drawing, students who stayed the whole game) ❏      How should we advertise to students that an incentive will be given if

attending a game ❏      Do you use social media ❏      How often do you check your social media Do you follow/friends with UCF pages or groups on social media

Back Up Slides

❏      Would a post on the UCF pages stating the date/time of game and an incentive will be given encourage you to attend games

❏      Not Giving an Incentive ❏      What do you enjoy about watching sports ❏      What are your opinions about an incentive given at games ❏      Do you think an incentive is considered a bribe ❏      If yes, why ❏      Would you think giving an incentive will discount the

experience for fans ❏      Do you believe that if no incentives are given only true fans

will come ❏      What negative impacts could incentives cause

Back Up Slides