MARKETING PROJECT

RSM 369-02
FALL 2016

CCU Football Marketing Plan by

Leonie Paul
Jarika Nuffer
Keturah Cox
Megan Kilpatrick

Content

Executive Summary
Vision Statement
Situational Analysis
Goals
Target Market
Marketing Mix
Evaluation
 Chanticleer Football
Executive Summary

Introduction
In the following executive summary, there will be an overview provided in order to get a first
impression about the new Marketing Plan developed for the Coastal Carolina Football team.
With the new season coming up and the accompanying new division it is time for some
changes. To achieve and maintain full FBS membership, CCU must reach an average of 15,000
fans per game at least once over a rolling two-year period.

Observations
Current statistics lead to the result that the average attendance for a CCU home game was
8,819 during 2015. With the new requirements from the higher division we are now forced to
almost double this number. From own observation, it is easy to tell that not only the number
of students attending a game decreased over the course of the semester but also the
participation in the tailgate. Therefore, the planned improvements do affect the overall game
experience including events before and afterwards. Furthermore, they aim towards creating a
stronger loyalty among the student body of CCU.

Goals
Double the average number of people attending home games
Increase the amount of local and prominent sponsorships by at least 3 further
contracts
Offer a wider range of entertainment (at least 1 big main event per game) for fans
that both students and families can participate in

Situational analysis
This section will provide you with a general description of the status quo which is seen as a
basis for the intended changes. Included are especially the most important Strengths,
Weaknesses, Opportunities as well as Threats.
 - Strong team performance
- Plans on building a new stadium (improved facilities, technology, enlarged
stands etc.)
- New growth opportunities with entering a new market
- Close distance to the tourist area Myrtle beach
- Staff with a lot of expertise (Marketing, Sales, Finance etc.)
- Free admission for students

- Weaknesses in infrastructure (Parking, Public Transport)

- Entertainment at Tailgates is improvable
- Length of games (special entertainment necessary)
- Relatively small size of University (Space and number of students)

Marketing Plan
After pointing out the main advantages and disadvantages, actions
need to be taken to use strengths and opportunities efficiently as
well as to avoid threats and minimize the weaknesses.

Price promotions
Keep free admission for students
Group discounts for friends
(Students will get the chance to invite friends from other university to enjoy the CCU
game experience with them. For just $1o two additional tickets are available with
vouchers for reduced drinks.)
1$- Hotdog nights, cheap food will especially attract students who usually have a
lower budget
Products
CCU Football App which includes Filters for Snapchat (enables students to reserve
tickets multiple ways)
Live Acts for tailgates and during the halftime shows (bands, dance performances etc.)
Self-service barbecue areas (bring your own)
Place
Additional ticket sale via Snapchat
Promotions
Attract new local (Cinemark, Medieval and Captain Hooks Adventure Golf) and popular
sponsors (Starbucks, Chick-fil-A)
Behind the scenes videos on social media
Large display at stadium showing countdown until the next game
Free giveaways at the end of a game (t-shirts, drinks etc.)
Vision Statement
Coastal Carolina Chanticleers football represents Coastal Carolina University not only in
their division but also in general public. With a clear vision in mind it is easier to pursue our
targets, unify as an entirety and inspire our stakeholders. CCU Football history started in the
late 1990s when establishment of our football squad in coming years was announced. A
decade later it is about time to make progress by leaving the Big South conference following the
2015-16 year to transition to the FBS level football and Sun Belt Conference.

Our Vision Statement says: Our goal is to promote, grow and support Coastal Carolina Football
by creating an atmosphere that will continue to increase attendance for years to come and
promotes athletic excellence.

Situational Analysis
By knowing the strengths and weaknesses of an organisation, those can be used to
overcome threats and take advantages of opportunities. Overall a SWOT analysis represents a
powerful business tool and starting point for developing a successful marketing plan.
The Chanticleers had a great season back in 2015 with a total scoring of 421 compared
to their opponents with only 241 1. Also the current season was quite successful and explains
the advancement. Nevertheless the average home attendance for a game was 8,819 visitors in
2015 which means that the numbers of spectators needs to be almost doubled to fulfill the
requirements of the new league.
A big advantage for students is the fact that CCU offers free tickets for enrolled students.
Besides the time of a game and the interest in football itself, ticket prices have a large effect on
the decision making process whether someone attends a game or not.2
Also the different social media platforms of the team keep fans informed about upcoming
events, for example by sending an email with a link to the ticket purchasing website for
employees and students of CCU. This goes along with the opportunity for students to pay meals
with their CINO card at the Brooks stadium. Making access as easy as possible for our main
target group will strengthen their loyalty to attend games.3
Tailgating is very popular among the fans which is proved by studies which have shown
that 46% percent of individuals asked said they would stop attending football games if tailgating
was not allowed4 . Coastal offers a good location with lots of green areas to set up tents,
barbecues and entertainment facilities as for instance a jumping castle or a minigolf course. The
whole campus is designed in the Universities colours teal and bronze and creates a feel the
teal environment which promotes the attachment between tailgate participants and CCU (sense
of community). With many families attending the pre-event the atmosphere tends to be more

1
http://grfx.cstv.com/photos/schools/coas/sports/m-footbl/auto_pdf/2016-17/prospectus/prospectus.pdf (12/01/2016)
2
http://www.azcentral.com/story/sports/ncaaf/2015/06/22/study-declining-student-attendance-college-football-games/29132141/
(12/01/2016)
3
Football fan guide 2015:
http://grfx.cstv.com/photos/schools/coas/sports/m-footbl/auto_pdf/2015-16/misc_non_event/2015_Football_Fan_Guide.pdf.
(12/01/2016)
4
Stadium location, Tailgating, and demographics - Infogram, charts & demographics 2016:
https://infogr.am/stadium-location-tailgating-and-demographics (12/01/2016)
southern football like and appeals to a larger part of the population. As a result the tailgate is
vital and sociable.
Moreover the football team is sponsored by the famous sports brand Under Armour
which also provides the athletic gear for the players. This makes fan clothing especially
interesting for younger people who tend to like the styles which the brand offers but at the same
time attracts the older generation who usually value good quality5 . With more people wearing
CCU fan clothing a stronger connection within the fan population can be created.
After describing a majority of the strengths of CCU football it is necessary to focus on the
weaknesses as well. Every organisation has deficiencies, but in order to overcome them you
have to be aware of any existing ones.
One big drawback of the games can be the place as the area around Conway is lacking
public transportation which might restrict potential spectators. This includes also further aspects
of the infrastructure, for instance the few parking spaces provided on campus. Therefore even
people who have a car might not want to attend the game as parking is difficult and usually
requires the inconvenience of using a shuttle. It is a known issue among students and staff that
parking can be difficult and time consuming on campus6.
Although the tailgates impress with a family-friendly mood there is a lack of
entertainment for young adults. Of course does spending time with friends and family make an
event great but live music, meet and greets, game offers, wider range of food options or a
cocktail bar can make it even more memorable. It can be noticed that even if the attendance is
relatively high during the tailgate, the interest of students does not follow to the game.
Regardless of a student being a light or heavy user, the whole game must become an event
enjoyable for everyone. Thus the entertainment must move from the tailgate into the sports
venue, including exciting performances, games for viewers, bands and giveaways at the
halftime break.
Positive impacts can also be found outside of the organisation. Those external factors
are distinctive due to the change of division which offers new opportunities and changes in
sponsorship, fanbase, public awareness and many more.
With the need of a larger stadium there are many opportunities arising to improve the
spectators experience during a game. By using the latest technologies, especially the halftime
shows can be designed in a more exciting way with light and picture shows, as well as an
improved sound system. Larger screens can make it easier to follow the course of the game
and could convince more sponsors to invest as the advertisement would be more present. With
a new stadium being built Coastal Carolina has the chance to offer one of the newest facilities
with enhanced equipment, more room for players and staff, as well as opportunities for VIP
areas, further food stalls etc.
In general the chance to be supported by further sponsors is high as CCU will perform in
a more important league which leads to greater public awareness. At the same time the chance
for players to be discovered for the NFL or other higher leagues is growing and would have
good reputation for the whole team as a result. Examples of other Universities located in South

5
Essay UK, What is under armour clothing: http://www.essay.uk.com/free-essays/marketing/what-is-under-armour-clothing.php
(30/11/16)
6
Parking pressure at coastal Carolina University, Jessica Gelibert, 2014: https://www.youtube.com/watch?v=d0XOqCneq7o
Carolina can confirm this assertion: Additional funding through sponsors allowed Clemson and
USC, which are also part of the FBS, to continue growing their academic and athletic programs
when many of the states other schools were cash-strapped.7
Threats should be avoided at any time and are therefore a vital part of the analysis.
Besides the competition within the division there are also other competitors in the market. For
example all other sports played at the University and in South Carolina in general. Depending
on the reasons why a fan attends a game, entertainment facilities of all kinds can be seen as a
disadvantage due to focusing on the same customer segment.
Another threat can be named as the currently rising interest of the American population
into soccer. While other countries in the world already love the ballgame, America has a large
football fan base, which doesnt mean this will never change. With young adults (age 18 to 29)
being 10 times more likely than seniors to have grown up playing soccer the social awareness
and interest in soccer is constantly increasing.8
As a conclusion with the new season coming up in 2017 the Football team should
consult some expertise to be prepared for arising challenges and new potential. By involving
professors and other employees from CCU, who most likely have the necessary know-how, it is
possible to implement the adapted marketing plan. One of the marketing myopia is the belief
that winning guarantees a large fanbase or growing spectator attendance. With this in mind the
relevant department can work on the general image. Constant improvements in the game
experience of each stakeholder will support the final goal of creating an atmosphere that will
continue to increase attendance for years coming.

Another important part of our situational analysis represents the Stakeholder analysis which
focuses on all parties connected to CCU Football. By means of a matrix Stakeholders can be
categorized in 4 quadrants which have particular generic strategies that should be followed. Of
course those are only guidelines and need to be adapted for every organisation. However the
tool offers a great overview of the amount and extent of effort each interest group requires. The
categories are determined by power and interest of the parties concerned.

(1) We will try to keep people satisfied with high power and low interest. Following the legal
framework is natural and should be accompanied by the legal department of CCU.
Furthermore we will try to reach the community, fans, spectators with our marketing
concept without overwhelming or bore them.Therefore the communication channel will
mainly consist of social media as every participant can individually decide when or how
often he wants to access information about the Football team .
(2) This is the group which needs to be fully engaged and managed closely. We highly
depend on the performance of all Team members and of course the players. Without

http://www.coastal.edu/coastal-now/publicationstvshows/coastalmagazine/ccumagazine16/features/thebigmove/#sthash.svzbsQ4E.
dpuf (12/01/2016)
8
10 data points that prove that soccer has finally made it in America, 2015:
https://www.umbel.com/blog/sports/10-data-points-prove-soccer-has-made-it-in-america/ (12/01/2016)
Future of soccer in the U.S. May rest at the feet of Young Players, Daniel Cox, 2015:
http://www.huffingtonpost.com/daniel-cox/us-soccer-popularity_b_6549764.html (12/01/2016)
 them CCU Football wouldnt exist. As our Marketing Plan focuses on the usage of social
media, it counts to the very important stakeholders.
(3) By monitoring the next group well make sure to predetermine steps of competitors or
potential ones. To keep up with the market well use best practise examples and make
new sponsorships in order to create a closer connection to them. Especially other
entertainment providers around the area shouldnt be seen as threats but as great
possibility for cooperation both could benefit from.
(4) Even if CCU employees have a high interest in the overall performance and image of
Coastal Carolina University, their power is limited. Nevertheless, they will be
incorporated in the planning and implementation process of our marketing plan, as well
as well keep them informed about important steps.

Goals
Resulting from the situational analysis, our overall goal is to increase the average number of
spectators up to 15.000. In order to attract more students to the game costly changes need to
be implemented.
Due to this reason another objective is to increase the amount of sponsorships. To be more
precisely we are targeting three local amusement companies for example Cinemark, Medieval
and Captain Hooks Adventure Golf which attract young adults. By staying local, we give our
fans the chance to support these companies more often and continue to spend money on our
community. We wish to get their name out into the community while trying to help and promote
the Coastal Carolina Football Team. Furthermore the fast-food chain Chick-fil-A, which already
has a store on campus, should become one of the main sponsors. The chanticleer fits perfectly
into their marketing profile and therefore a cooperation would be a good match for both team
and company.
Our last objective is to implement more entertainment during the tailgates and halftime shows.
We believe by just getting more fans to the tailgate, this will increase the interest to go to the
game directly after. In the past, Coastal Carolina has yet to test these waters by getting smaller
singers and bands to perform. For each game we are planning to host at least one main
attraction as for instance a band performing, a sponsored afterparty or games with the
audience.

Target market
Our Consumer Analysis and Planning include to focus our attention on students currently
attending Coastal Carolina and recently graduated alumni in the last 5 years. By doing so, we
hope to continue the interest in going to Coastal Carolina Football games as well as keep our
current students and recently graduated alumni involved and still a part of the CCU family. We
wish to target students such as Juniors and Seniors specifically. This will attract the segment of
students and graduates between 20-23 years of age, as well as, male or female. We believe
attention has to be put on the students living off campus (freshman need to live on campus),
because they tend to disconnect from events and activities being held on campus because they
are no longer right there in your backyard. By specifically attracting Juniors and Seniors this
may increase attendance at tailgates and at the Football game. Currently there are 2,152
Juniors, 2,210 Seniors enrolled at Coastal Carolina University which sums up to 4362
individuals in our focused target group.9 The number of graduates in the last 5 years is even
higher: The Total of undergraduate degrees awarded between 2010 and 2015 accounts to
7.489 and 986 in graduates programs which enlarges the number of potential customers.10 We
are aware that many graduates didnt stay in the area after their studies but we are trying to stay
in touch with them as strengthening their connection with CCU is vital. Special events, as for
instance homecoming, will still make them interested in joining a football game.

Marketing Mix
The Marketing mix is composed of the 4 Ps called price, product, place and promotion.
Price obviously is the most visible one for customers and therefore has a large impact on the
decision making process. Tickets for students are still going to be available for free admission
and additional bring your friends packages will be offered. CCU students for example can then
attend a game with two more friends from different universities and receive food vouchers and
drinks for a cheaper price. Further price promotions will include a $1 hotdog-special as a
concession promotion and a free beer for everyone of legal age who stays till the end of a
game. Also the season tickets will be available with extra giveaways for fans who attend at least
5 games. All these price options are aiming towards higher attendance and stronger connection
between spectators and the team.

9
http://www.coastal.edu/media/administration/institutionalresearch/pdf/demographic_ugfa16.pdf (12/01/2016)
10
Coastal Carolina Factbook, 2015:
http://www.coastal.edu/media/administration/institutionalresearch/pdf/factbooks/entireuniversity/fb2015acad.pdf (12/01/2016)
 Of course, in the case of CCU Football, it is hard to change the product itself, as football
has specific rules and the game cant be changed. That is why it is highly important to focus on
all additional features which can be offered simultaneously or in combination with the event. The
above mentioned price promotions are already a good basis to start with. A specifically
designed app for the Chanticleers will provide all necessary informations about football, players
and offers geofilters which connect with snapchat and show an icon of the chanticleer mascot
and the current score. The Wall Street Journal conducted a survey at 50 public schools which
among others indicated that using the internet is the biggest competing interest in deciding
whether students attended three or more games. 11 From this point of view we are aiming to
include more social media.
Screenshot of the new CCU Football Snapchat Filter:

Furthermore a barbecue area will become the new heart of every tailgate. Students can bring
their own food and experience a more social atmosphere without investing much time or money
on equipment and preparations.
To create an even more fair or carnival type of event we want to include either a half time show
or a performance at the tailgate. Local bands, as for instance the Austin-Mowery Band and
Diversity, who are called must-see bands for the area, will be hired to play. 12
The term Place can be misleading in the context of Marketing. Mainly it means the
distribution channels used and focuses on how to reach the customers. With students as our
target group defined there will be a high focus on social media again, because almost 100% of
the younger generation is using it ( Figure 1). Particularly the popularity of Snapchat will be used
as an opportunity to make communication easier ( Figure 2). While students are still able to order
their ticket online by following the instructions in the email of the sports department, we also

11
Rachel Axon, 2015:
http://www.usatoday.com/story/sports/ncaaf/2015/06/19/college-football-how-to-fix-student-attendance-decline/29007681/
(12/01/2016)
12
http://www.myrtlebeach.com/blog/post/must-see-live-music-in-myrtle-beach/
implement the best practice example of Snapchat with the ticket sale for the movie X-Man.
Therefore even the purchase will become part of an exciting experience.13 By simply using the
downloaded filter from the Chanticleer app, the student can enter their cino card number and
reserve their pass.
Promotions will be implemented in form of a large screen in the new stadium which
shows a countdown until the next game. The sign is visible from outside the stadium and should
subconsciously draw the attention of people passing the vention to upcoming competitions.
Moreover we are trying to increase the number of people actually staying until the end of
a game. A survey conducted by the National Association of Collegiate Marketing Administrators
analyses the motivations for spectators to stay an entire game. The results say that free t-shirts
and the chance to win prizes have a high impact. Additionally a post-game party and live acts
are convincing arguments for all types of fans to stay longer ( Figure 3)14.

Evaluation
After putting all our plans into action to see how much the games are growing and how
the fans see how the games are, we would come back in evaluate the program. How we would
evaluate at first is looking at ticket sale, every six month check up, and giving out surveys. As
students need to swipe their CINO card to enter the stadium it is an easy way to track those
figures. Furthermore we will implement a swipe-out station tool, so we do not only know the
amount of students attending a game but also how long they are staying. Fan opinion would
help us see how well the changes to the program helped the attends rise. Surveys will be
conducted online after every game and addresses the impression of the tailgate too. An
example of a possible questionnaire can be found in the appendix (figure 4). For relevant results
we have to gain as many data as possible. That is why students can win vouchers for food and
drinks at the next game when attending the survey. Having their information will tell us whether
they liked the showact or would rather prefer other entertainment options. Also there will be the
chance to give feedback in form of a snapchat video message to the Football department. This
interactive way will help us to find new ideas what else we should do and what we should not do
to make a better game day atmosphere.
At the end of the season in 2017 all executives of the CCU Football department will
come together and discuss the new established contracts with the local sponsors. With
comparing their customer figures with ours we can ensure that both benefit from the
cooperation.

13
Snapchat lets you buy 'x-men' tickets through the app, Hope King, 2016:
http://money.cnn.com/2016/05/23/technology/snapchat-xmen-tickets/ (12/01/2016)
Global social media statistics summary, 2016:
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ (12/01/2016)
14
Student attendance at collegiate sporting events comprehensive report, Andrew Guerra, 2015:
http://grfx.cstv.com/photos/schools/nacda/sports/nacma/auto_pdf/2014-15/misc_non_event/NACMAResearchInitiative2015.pdf
(12/01/2016)
Additional References

2015 UB football tailgate concert series. (2015, March 24). Retrieved December 1, 2016, from
http://www.ubbulls.com/sports/fball/2015-16/releases/201503244hm8zp

Axon, R. (2015, June 19). Study offers ideas on how to get students to games and keep them there. .
Retrieved from
http://www.usatoday.com/story/sports/ncaaf/2015/06/19/college-football-how-to-fix-student-attendance-decline/29007
681/
Carolina, C. (2016). Coastal Carolina University - the big move. Retrieved December 1, 2016, from
http://www.coastal.edu/coastal-now/publicationstvshows/coastalmagazine/ccumagazine16/features/thebigmove/

Ellis, T. (2016, November 21). Increase attendance at your prep athletics events with these 7 tips. Retrieved
December 1, 2016, from
https://statechamps.com/increase-attendance-at-your-prep-athletics-events-with-these-7-tips/

Steinbach, P. (2016). Schools Strategize to increase student football attendance. Retrieved December 1,
2016, from http://www.athleticbusiness.com/college/schools-strategize-to-increase-student-football-attendance.html

Taylor, V. (2013, October 21). How to do smart athletics marketing for college sports. Retrieved December
1, 2016, from Blog, https://www.simplycast.com/blog/how-to-do-smart-athletics-marketing-for-college-sports/

Appendix
Figure 1
Figure 2

Figure 3
Figure 4