zack ross - northeastern illinois university ad campaignpower point presentation- zack ross ©2010
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THE EAGLES REBORN
Courtney Privitera, Zachary Ross, Agnieszka Ruthowska, and Anand Singh
Overview
• Advertising Strategy and Objectives• SWOT Analysis• Target Market• Competition• Marketing Mix
Advertising Strategies and Objectives
• To promote an NEIU Football Team that is profitable and long lasting for both on campus and off campus individuals
• Generating pride and school spirit amongst a diverse body of students and giving back to the school and community
• Use of a mixed media strategy to reach any and everyone possible
Students in the Freshman Class:
Group PercentageMen 36%
Women 64%Full - Time 91%Part - Time 9%
Students By Class:Group Percentage
Undergraduate 71%Graduate 29%
Racial Diversity:Race Percent
Caucasian 49%Hispanic 25%
African American 12%Asian 10%Other 4%
Students By Age:Age Percent
Under 18 0%18 - 19 13%20 - 21 14%22 - 24 20%25 - 29 20%30 - 34 11%35 - 39 6%40 - 49 9%50 - 64 5%
65 Above 0%
Target Market
On-Campus (12,000+)• Primary target market• Students• Faculty• Staff
Off-Campus• Secondary target market• Alumni• Athletes• Neighborhood• Recruiters
Competition
• Physical
• Division III CCIW– College Conference in Illinois and
Wisconsin– Little travel
• North Central, Augustana, Wheaton, Carthage, Illinois Wesleyan, Elmhurst, Millikan, and North Park
Competition
• Competitive Advantage in Chicago–Communication–Marketing– Incentives–Pep Squad/Rally– Season Tickets
Marketing Mix
• Description of strategic position of our product in the market
• Limited budget• 4 Ps– Product– Price– Place– Promotion
Product
• NEIU Eagles• Charter from Division III NAC• Former Illini-Badger
Conference• Differences between
Divisions– Smoother integration with
same teams
Jersey
Price
• Competitive but revenue focused• Sideline seating– $15 Alumni/Students– $20 Non-students
• Endzone seating– $8 Alumni/Students– $12 Non-students
• Higher for Championship games• Discounted Season tickets– ½ off– Meets NCAA requirements
Place
• Reconstruction of Baseball Field– Foster and Central Park– Avoids property and/or rental costs
• Ticket Sales– Online printable order forms and tickets– Available at Stadium
• Future Plans– Only if sustainability allows
Promotion
• Independent Off-campus– Articles, newspapers, press releases,
ads, flyers, posters, raffles, promotions, givaways
• NEIU Campus (12,000+ students)– Blackboard, NEIUport, Research tools– WZKD 88.3 NEIU Radio, TVs
(SCI, CLS, Union)– Pep Rally
• Stimulate pride and spirit• Free admission into next home game
THEY ARE WAITING…
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