Blog 8

Due Monday, 13-Apr

This blog will be a semi-extended outline for your paper. I really want you to use this opportunity to develop some structure to your paper and identify most of the content you will be including (at a high-level of course).

I will review everyone's outline and will provide some feedback. In beginning your blog post, you should include any specific concerns you have that you want me to address in my comments. Otherwise, I may end up just stating that, 'everything looks great,' if I don't have any particular concerns for you.

I am including an example of the kind of outline I am expecting below to give you an idea of what to strive for in creating this post. Your outline does not have to be quite this long, but the more you include in your outline, the easier it will be for you to write your paper. Let me know in class if you have any questions or concerns about creating this outline.

Sample Semi-Extended Outline

I. Introduction

a. Thesis – University of Texas Athletics utilizes marketing programs to maximize the experience of students, alumni and local residents at athletic events in an effort to build a strong and favorable connection to the University.

i. Free Content
ii. Traditional in-game promotions
iii. Accessibility to athletes
iv. Special programs
v. New initiatives/My insights

II. Body

a. The free content provided for attendees allows fans to get closer to and more familiar with teams and players and promotes repeat purchases.

i. Marketing tables set-up at each event with programs, posters, trading cards, schedules, group ticket discounts – all free

1. Marketing also rewards its corporate sponsors by setting up tables featuring game sponsors and their products
2. Research about the number of these materials distributed at athletic events, the cost of printing these (or lack thereof due to sponsorships) and number of season tickets and group packages purchased over the course of a season

ii. Season ticket holders get special privileges, discounts and incentives to keep coming to Texas athletic events.

b. Traditional in-game promotions get fans excited about being at the games.

i. Contestants can either be drawn at the sponsor’s location or selected at the game.

1. By drawing a contestant who has entered their name in a drawing at a sponsor location, you are enhancing sponsor relationships and driving more fans to the games.
2. By finding contestants at the game, you can encourage the behavior of showing up early and staying at the game longer.

ii. Creates camaraderie amongst fans – fans will “cheer for” the contestant participating in the promotion
iii. Research support regarding how sponsors and universities come up with their promotional contests

c. One unique aspect of University athletic programs vs. professional sports franchises is that fans can be much closer to the athletes and coaches.

i. There are often autograph-signing sessions after games, in which the athletes are available to sign spirit items for fans.
ii. Teams have “media days” and different events so that fans can “get to know” the players.

1. Because the team changes every year (with players getting older and graduating) it is very important to have these types of events.
2. Last year, had inaugural Round Ball Round-Up for UT students with both men’s and women’s basketball teams

d. Special Programs

i. Longhorn All-Sports Package provides affordable way for students to attend all UT athletic events
ii. Longhorn Kids Club was developed to encourage more kids and families to attend UT athletic events

1. By allowing parents to sign their kids up for the Longhorn Kids Club for a one-time fee, kids get free admission to many athletic events
2. This drives attendance (especially to less-attended sporting events) and ultimately revenue because the parents pay for tickets to take their children for free
3. It also creates a strong connection to the University at a young age
4. Research regarding correlation between promotions geared toward families where kids get in free

iii. Cans for Crocs, Volley for the Cure, Neighborhood Longhorns, and other community-geared events and programs improve the image of University Athletics

1. These community-service oriented programs allow the University and Athletic program to serve the community, as well as encourage fans to serve the community and support good causes
2. Quantitative evidence on positive impact on community (i.e. money raised at Volley for the Cure, number of cans donated for cans for crocs, etc.)

e. New Initiatives and sponsorships allow for increased opportunities to enhance customer experience

i. New Varsity Rewards program at basketball games allow students to earn rewards by attending both men’s and women’s basketball games

1. Utilizes sponsorships to provide rewards for students.
2. Drives attendance, which ultimately increases revenue because when people are in the seats, the venue sells more concessions and spirit memorabilia

ii. New sponsor – Jet Blue introduces new promotions at games.
iii. My insights and recommendations, having worked for University of Texas Athletics

1. Students don’t purchase concessions as much as they could: how to mitigate this issue?

a. Offer student discounts
b. Allow students to use Bevo Bucks

2. How can more revenue be generated beyond ticket sales that will also enhance customer experience?

a. Serve alcohol

III. Conclusion

a. The University of Texas has a strong marketing program that effectively enhances the customer experience, increases repeat purchase behavior, and generates customer loyalty to University athletic teams.

b. What I have learned from this study

i. Revisit key research findings
ii. UT athletics’ marketing efforts through free content, in-game promotions, accessibility to athletes and coaches, special programs within the community, and new initiatives and sponsorships have proven successful.

c. Application to customer insights – how understanding the needs of students, alumni, and local Austin residents means being able to provide a better customer experience.