ohio university night pdf

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

OHIO UNIVERSITY NIGHT @ MAPFRE STADIUM

TABLE OF CONTENTS

▸ Executive Summary ▸ Introduction ▸ Implementation ▸ Exposure ▸ Results ▸ Improvement ▸ Food for Thought


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.


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


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


IMPLEMENTATION — RECRUITMENT

Pitched the job posting to Ohio University’s undergrad Sports Business Association. Resulted in:

‣ 25+ applicants ‣ 10 interviews ‣ 3 brand ambassadors


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


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


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.


IMPLEMENTATION — THE TICKET PACKAGE

Created a discounted ticket package under the supervision of Nick White - Group Sales Manager, Columbus Crew SC


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:


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


IMPLEMENTATION — GUERILLA MARKETING

The message was promoted in various outlets:

‣ Flyers all over campus

‣ Class/club presentations

‣ Email Marketing

‣ Social Media Marketing

‣ Phone calls


EXPOSURE — WEBSITES


EXPOSURE — THE NEWS CENTER “WTAP" (NBC AFFILIATE)


EXPOSURE — SOCIAL MEDIA


RESULTS

211 TICKETS

18 DAYS

$3940 IN REVENUE

20,000 IMPRESSIONS


RESULTS


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


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.

ohio university night pdf

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