Transcript Loyola College Basketball

Loyola College
Basketball
Increase attendance
Jamie Gorczynski
Ben Schubert
Sean Baker
Sean Murphy
Rudy van Wesel
I. Executive Summary
Brief Background
• Loyola College found in 1852.
• 3,418 full time undergraduate and 2,656
graduate students.
• NCAA Division I level
• Offer eight men’s and eight women’s
athletic teams.
Greyhounds Men’s
Basketball
• Member of the Metro Atlantic Athletic
Conference (MAAC)
• Hosts home games in the 3,000 seat
Reitz Arena
• 2001-2002 season; overall record 5-23
and 4-14 during MAAC league play
• 2002-2003 season scheduled to play
thirteen home games
Greyhounds Men’s
Basketball, cont.
• MAAC Coaches Poll, Greyhounds were
selected last out of ten teams.
• Head men’s basketball coach – Scott
Hicks
• 2001-2002 season-average attendance
580 spectators > compared to average of
2112 spectators per game for away
games.
II. The Challenge
“The primary challenge being addressed
is the development of a feasible,
adaptable plan to increase fan turnout,
and revive enthusiasm and support for
the Loyola College Greyhounds men’s
basketball team”.
III. Situation Analysis
Team Analysis
• NCAA Division I, MAAC conference
• 2001-2002 season: record 5-23 and 4-14
MAAC league
• Strengths
– Maturity and experience
– Confidence should be higher due to
contending in a number of close games
– Recruitment of strong freshman class
Team Analysis, cont.
• Weaknesses
– Chosen to finish last by a preseason MAAC
Coaches Poll.
– Poor support/attendance
– Despite added maturity, still relatively young
Competitor Analysis
• Competition can be thought of as any
better use of an individual’s time, as
perceived by that individual, and not
merely an alternate athletic event.
– Prior commitments
– College related work or activities
– Alternate athletic events
• In any respect, Loyola men’s basketball
team faces considerable competition for
fan support/attendance.
Customer Analysis
• 2002 season average 580 spectators per
game
• Attendance represents less than one fifth
(19.3%) of the total occupancy of Reitz
Arena
• 62% of the college’s 40,862 or approx.
• 25,335 alumni live in Maryland
• Total population of attendants who are
either students or employees represent
less than nine percent (8.4%)
PEST Analysis
• Looks at Political, Economical, Social, and
Technological environments of an
organization
• Social and Technological are only two that
directly affect Loyola College basketball
• Social: i.e., distribute to student body
first, get alumni involved, sell to groups
• Technological: i.e., lighting and music,
television, radio, internet broadcasts
SWOT Analysis
• Organizational Strengths
– College name and rep, past teams and
players, ticket packages, facilities
• Organizational Weaknesses
– Losing seasons, no student bar, no big
recruits or coaches (no offense Donovan)
SWOT Analysis, cont.
• Environmental Opportunities
– Potential to be dominant in MAAC, city name
and activities, automatic bid to NCAA East
• Environmental Threats
– Other games in area, Wizards, surrounding
neighborhoods (safety), reputation of NBA
(arrests and images)
IV. Market Segmentation
Consumer profile
“The consumer profile varies by sport, by
place of residence, by life situation, and
by a host of other factors” (Mullin 103).
Current market
• Undergraduate/graduate students,
alumni, faculty, administrative and
support personnel, and people from the
surrounding area
• 580 avg. home game attendance
2112 avg. away game attendance
Target market
• Loyola Students
– Identifiablity
• 3,418 full-time undergraduates, and 2,656 graduate
students
– Accessibility
• GroupWise e-mail, phone-mail
• 75% of students reside on campus
– Responsiveness
• ???
Consumer's State of
Being/Mind
• Demographics
– Relevant
• Age
• Income
• Geography
– Irrelevant
• Gender
• Race/Ethnicity
• Sexual Orientation
Product Usage /
Benefits
• Product Usage
– Entertainment
• Allow the consumer to consume at more levels
• Product Benefits
– Revenue
– School Spirit
V. Alternative strategies
Alternative Strategies
• Other Potential Segments
– Alumni
– faculty, administrative and support personnel
– people from the surrounding area
VI. Selected marketing
strategy
Selected Strategy
• Sky bar
• Enhance atmosphere
• 21 club
VII. Short and long term
projections
Results
• Immediate effects
– Popularity
• Attendance
• Merchandise
• Expected long term results
– NAAC competitive
– Loyola pride
Q&A
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