research goals – develop a more clear understanding of the current group of red alert members –...

Red Alert Rewards Program Research Report

Prepared by:Liz Holcomb, Bailey Brenner and Heather Page

November 30, 2009

Research Goals– Develop a more clear understanding of the current group of Red Alert

members– Measure consumer awareness and motivation towards the new Red Alert

Rewards Program– Measure consumer motivation for attending ISU athletic events

The Research Process

– An online survey was developed and launched in October of 2009– The link to the survey was sent via-email to current Red Alert members– A paper version of the survey was handed out at a Men’s Basketball game at

Redbird Arena on November 21, 2009 – Data from the surveys was then tabulated and analyzed using KWIK Surveys,

an online survey software– 120 completed surveys were returned and 117 were usable

• 57 from online survey and 60 from paper version

Study Overview

Key Survey Findings

Gender%

IndicatingFemale 46%Male 54%

Year in School%

IndicatingFreshman 32%

Sophomore 13%Junior 31%Senior 23%

Graduate student

1%

Living Situation%

IndicatingI live on campus 85%I am a commuter 15%

Demographics

76% are non-Seniors

Close proximity to ISU athletic facilities

If you were a Red Alert pass member last year, which sporting event did you attend the most?

%Indicating

Men’s Basketball 71%Football 27%

Volleyball 0%

Women’s Basketball 0%

Baseball 1%

Softball 0%

Other 0%

Not surprising – cements the value of rewards being offered

for lesser attended sports

Knowledge of the new Rewards Program

%Indicating

I know about and understand the program and what it has to offer 21%I’ve heard some things about it 36%What new Rewards Program? 43%

Program still new - low awareness

Where did you hear about the new Rewards Program?

%Indicating

Red Alert football/men’s basketball ticket information brochure 27%Other Red Alert members 25%

ISU Athletics website 23%E-mail from Athletics Department 19%

Other 6%

Word-of-mouth more effective than E-mails

In the future, the new Rewards program will include all sports. Will the opportunity to gain more rewards points entice you to

attend athletic events you hadn’t in the past?

%Indicating

Yes 47%No 15%

Maybe 38%

Positive for future of program –

85% yes or maybe

Please RANK each of the following sports based on your level of interest in attending if you were to receive rewards points:

Mean Score

% Indicating: (1=most important, 9=least important)

1 2 3 4 5 6 7 8 9Baseball 2.29 48.7% 25.2% 6.7% 4.2% 7.6% 1.7% 1.7% 4.2% 0.0%Softball 4.17 4.2% 26.1% 18.5% 13.4% 11.8% 5.9% 9.2% 5.9% 5.0%Soccer 4.25 12.6% 10.1% 21.8% 14.3% 10.9% 11.8% 7.6% 3.4% 6.7%Gymnastics 4.66 12.6% 9.2% 11.8% 22.7% 7.6% 10.9% 7.6% 6.7% 10.9%Swimming and Diving 5.46 2.5% 5.9% 13.4% 10.1% 20.2% 16.8% 9.2% 9.2% 11.8%Tennis 5.68 2.5% 7.6% 8.4% 9.2% 14.3% 20.2% 12.6% 13.4% 10.1%Track and Field 5.74 5.9% 7.6% 7.6% 9.2% 14.3% 8.4% 11.8% 26.1% 8.4%Cross Country 6.85 1.7% 5.9% 0.8% 7.6% 6.7% 11.8% 17.6% 18.5% 28.6%Golf 6.93 0.8% 4.2% 7.6% 7.6% 6.7% 7.6% 11.8% 9.2% 42.0%

Based on respondent interest in sport, this chart can be used in the future to determine point values for lesser attended

sporting events.

Based on their importance to you, please rank the following reasons you currently attend Redbird Athletic events.

Mean Score

% Indicating: (1=not important, 5=very important)

1 2 3 4 5

I enjoy watching competitive sports live 3.42 4% 1% 13% 16% 66%

I want to spend time socializing with my friends

3.03 7% 5% 11% 37% 40%

I like getting free stuff 2.93 12% 5% 17% 14% 52%

I want to support the Athletic program 2.84 5% 12% 22% 20% 41%

I want to support my friends who are athletes

2.36 14% 14% 24% 19% 28%

I want to be the top student Redbird Athletics fan

1.75 26% 20% 28% 11% 15%

How would each of the following incentives impact your decision to attend more Redbird Athletic events?

Mean Score

% Indicating: (1=no impact at all, 5=greatly impacts my decision)

1 2 3 4 5Redbird Hooded Sweatshirt 3.45 3% 3% 8% 22% 64%Redbird fleece blanket 3.16 3% 6% 20% 19% 52%$ Gift card from National City Bank 3.05 8% 8% 14% 13% 56%Tickets to MVC Basketball tournament 3.00 9% 8% 14% 13% 55%Preferred seating at select athletic events 2.84 11% 7% 20% 16% 46%Movie passes for Starplex Cinemas 2.83 8% 6% 20% 29% 36%Pizza from Papa Johns 2.49 14% 12% 21% 20% 33%Movie rentals from the Movie Fan 2.36 15% 13% 24% 19% 29%Polycarbonate Redbird water bottle 2.01 17% 18% 33% 14% 18%Title of being the “Top Redbird Fan” 1.94 27% 15% 23% 10% 25%Opportunity to meet with head coaches and players 1.94 31% 14% 16% 14% 25%Portable jump drive 1.88 20% 21% 30% 12% 17%Free month of tanning 1.49 50% 9% 9% 8% 23%

Does the time of day or day of the week impact whether or not you attend ISU sporting events?

%Indicating

Yes 71%No 29%

When are you most likely to attend a sporting event?

%Indicating

Friday or Saturday nights after 6pm 38%Weeknights (Mon-Thurs) 29%

Friday or Saturday events in the mornings or afternoons 28%Sunday during the day 5%

Sunday night events 1%

Based on day and time of the week, this chart can be used in the future to determine point values for all sporting events.

Conclusions and Recommendations


• Improve communication with Red Alert Members– E-mail is becoming junk mail for this generation –

they are overloaded with information– Only 19% of respondents said e-mail was how

they learned of the new Rewards Program– E-mail to Red Alert members was used to launch

survey, however, very few actually responded or read the e-mail• With I-Campus mail, images do not appear in the body

of the e-mail but as attachments

Conclusions and Recommendations• Improve communication with Red Alert Members

– Red Alert Executive board should be more proactive in communicating with members

– Texting and social networking sites are gaining in popularity with this group – utilize these outlets more to update Red Alert members• When signing up, require cell phone numbers and ask members if text

messaging them is okay

– Because word-of-mouth is popular with this group and a majority of respondents live on campus, utilize “Beak Squad” to go out to on-campus housing on game days and spread the word about the game that day – and how many points they can get by attending


• Ticket pick-up system is hindering attendance– Many of the comments addressed students’

frustrations about not being able to sit with friends at ISU athletic events (MBB)

– “Spending time socializing with friends” was the second highest reason why respondents said they attend ISU athletic events

– Work with ticket office to alter system to allow students to have a general admission seating section again


• Take into account day of week and time of day– Respondents said the day of week and time of day DOES

have an affect on whether or not they attend games– Sundays are least attended, therefore ISU sporting events

on Sundays should be worth more rewards points– Students prefer Friday and Saturday night sporting events,

therefore these events should be worth fewer points because they are likely to attend anyways• Popularity of each sport should be taken into consideration as well


• Popular Incentives to Consider– The most popular were “tangible” items:• Redbird hooded sweatshirt• Redbird fleece blanket• National City bank card

– Surprisingly, respondents didn’t value these “premium” items as much:• Tickets to the MVC Basketball tournament• Preferred seating at athletic events • Opportunity to meet with coaches and players


• Popular Incentives to Consider– Even though preferred seating and MVC tickets were not

ranked as high as other options, they were mentioned regularly in the comments section

– A free Red Alert membership for the following year was mentioned many times as a potential incentive. • Implement this as a top reward for Freshman-Juniors• For Seniors, offer free Young TRC membership for the

following year


• Further develop Tiered Levels for Premium Prizes– The title of being the top Redbird fan was not a

motivating incentive for respondents– Add in popular incentives like Redbird hooded

sweatshirt, Redbird fleece blanket and National City bank card at lower to mid reward points levels

– Make tickets to MVC tournament prizes for the top 5 Red Alert Rewards Points recipients

– Have preferred seating incentives for last five home MBB games

research goals – develop a more clear understanding of the current group of red alert members –...

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