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OHIO UNIVERSITY NIGHT MAPFRE STADIUM
KARIM FATHI CREW SC SEO STREET MARKETING
A recap report on Crew SC’s first ever OU Night at MAPFRE Stadium on October 25, 2015
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
TABLE OF CONTENTS
▸ Executive Summary ▸ Introduction ▸ Implementation ▸ Exposure ▸ Results ▸ Improvement ▸ Food for Thought
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXECUTIVE SUMMARY
In less than 2 months, the first Crew SC grassroots marketing team in Southeast Ohio solely formed by Ohio University Sports Administration students managed to generate $4,000 in revenue and expand their brand in the region.
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
INTRODUCTION — MEETING 1
When: August 10, 2015 When: Conference Call Who: Jim Kahler, Executive Director, Ohio University Center for Sports Administration
Clark Beacom, VP of Sales and Marketing, Columbus Crew SC Megan Kingston, Director of Sales and Marketing, Columbus Crew SC Karim Fathi, MBA/MSA ’16, Ohio University
‣ Touch base on potential collaborations between OU Sports Ad and Crew SC
‣ Formation of a grassroots marketing team in Southeast Ohio
‣ Generate buzz and awareness around Crew SC’s brand by hitting strategic events
‣ Develop an Ohio University night at one of Crew SC’s last 3 homes games
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
INTRODUCTION — MEETING 2
When: August 20, 2015 When: MAPFRE Stadium Who: Megan Kingston, Director of Sales and Marketing, Columbus Crew SC
Sean Williams, Grassroots Marketing Manager, Columbus Crew SC Karim Fathi, MBA/MSA ’16, Ohio University
OU Night
October 25, 2015
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — RECRUITMENT
Pitched the job posting to Ohio University’s undergrad Sports Business Association. Resulted in:
‣ 25+ applicants ‣ 10 interviews ‣ 3 brand ambassadors
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — THE TEAM
Karim Fathi Manager
Francesco Marini
Assistant ManagerGarret Conner
Ambassador
Lucas Rice
Ambassador
Harrison McIntire
Assistant ManagerGriffin Ward
Ambassador
Crew SC’s Southeast Ohio Street Marketing team was formed by 6 Ohio University sports administration students: ‣ 3 graduate students — 2 first year students (pass on the initiative) ‣ 3 undergrad students
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — STRATEGIC PLAN
First team meeting was held on September 21 to layout the strategic plan for the next 34 days
‣ Sales training to all members — what are we selling, how are we selling, and who are selling to
‣ Highlight potential touch-points on campus for tabling
‣ Generate a list of potential events in Southeast Ohio
‣ Data Mining for potential leads through the AEP Sweepstake
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — SALES TRAINING AT MAPFRE STADIUM
First sales training for the team was held at MAPFRE Stadium on September 25, conducted by Sean Williams — Grassroots Marketing Manager, Columbus Crew SC.
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — THE TICKET PACKAGE
Created a discounted ticket package under the supervision of Nick White - Group Sales Manager, Columbus Crew SC
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — EVENTS IN SOUTHEAST OHIO
List of potential events in the region (32) — filtered later to those that align with the values and vision of Crew SC’s brand:
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — ON CAMPUS
Tabled 15x from October 5th - October 23rd totaling 59 hours at the following locations:
‣ Alumni Gateway
‣ Outside of Baker Center (4th Floor)
‣ Ohio University Homecoming Parade
‣ Ohio University Club Hockey
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPLEMENTATION — GUERILLA MARKETING
The message was promoted in various outlets:
‣ Flyers all over campus
‣ Class/club presentations
‣ Email Marketing
‣ Social Media Marketing
‣ Phone calls
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — WEBSITES
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — WEBSITES
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — WEBSITES
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — THE NEWS CENTER “WTAP" (NBC AFFILIATE)
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
EXPOSURE — SOCIAL MEDIA
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
RESULTS
211 TICKETS
18 DAYS
$3940 IN REVENUE
20,000 IMPRESSIONS
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
RESULTS
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
IMPROVEMENT
Time constraints were the biggest limitation towards even bigger success of this event.
‣ Better assembling and training the team
‣ Choice of a game at least 3/4 months prior
‣ Creation of a stronger discounted ticket package
‣ Strategic alliance wit the alumni association and Central OHIO Chapter
‣ More effective and unique guerrilla marketing tactics
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OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM
FOOD FOR THOUGHT
This project was initiated to kickstart the relationship between Ohio University’s Sports Administration Program and Columbus Crew SC. With Karim graduating this May, 2 first-year graduate students with sincere interest in soccer were pulled in to act as assistant managers — learn, experience and adopt. Upon Karim’s graduation, both students would take over the reins of the team and drag in potential first year students with similar interests — with the end result of having an annual OU Night managed and organized by OU Sports Ad. This project also provides invaluable experience to SASM students, enabling them to grasp selling techniques and working for a professional MLS franchise in the process.
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