#ChargeOn

1. #ChargeOn Ashleigh Becker Chelsea Kirby Christian Perez Jennifer Winston Group Project Presentation, Spring, 2014 for Dr. Desiraju’s MAR3613 class

2. Decision Problem • Marketing Action #1 - Give incentives such as food vouchers or T-shirts • Marketing Action #2 – Do not give incentives

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

4. 2013-2014 UCF Home Games Men’s Sporting events Women’s sporting events http://www.ucfknights.com/

5. Discussion With Expert Renee Luers-Gillispie • Renee Luers-Gillispie • Head UCF softball coach • February 17, 2014 • Conducting interview: Christian Perez • Interview lasted about 20 minutes

6. 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

7. Umbrella Question What is the relationship between an incentive and attendance at sporting events?

8. First Focus Group Monday, February 24 2014 at 2pm • Held in the Student Union • 60 Minutes • 8 respondents (2 female, 6 males) • 1 UCF alumni, 4 UCF students, 1 non-UCF student • Used video camera from film lab • Incentive: Soda

9. 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?

10. 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

11. Second Focus Group 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

12. 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?

13. 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

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

15. 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

16. 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

17. 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

18. Back Up Slides • ❏      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

19. 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