Brian Clark Austin Fleak Michael Porco Kevin Staverman Kelsey Stellman9group

NKU ATHLETICS FAST PROJECT

The Question

How do we bring alumni back to support the basketball program through purchasing season tickets and making donations?

1

Current Students

44% male

56% female

Demographics

Former Students/Alumni

50% male

50% female

37%

22-25 yrs oldAge of currentNKU students

Age of NKU alumni & former students

17-21 yrs old

OTHER

22-25 yrs old

26-35 yrs old

36+ yrs old

52%

31% 33%

36%11%

2

number of likes/followers on NKU athletics facebook/twitter pages

average age of attendees, as well as willingness to attend games in the future

driving forces behind donations to the norse athletic club

Key Measurements

SOCIAL MEDIA

ATTENDANCE

DONATIONS

3

NKU FAST AGENCY

Social Media-Needs Help

Do you follow/like NKU

Athletics on Twitter / Facebook?

NO

YES

FACEBOOK TWITTER

72%69%

MAJORITY OF RESPONDENTS DO NOT FOLLOW OR LIKE NKU ATHLETICS ON TWITTER OR FACEBOOK

4

NKU FAST AGENCY

Social Media-Needs Help

Those that do not like / follow NKU

athletics on Facebook / Twitter

70

MAJORITY OF RESPONDENTS DO NOT FOLLOW OR LIKE NKU ATHLETICS ON TWITTER OR FACEBOOK

41% male

59% femalehave attended nine or more games in the last two years

% % %

%

%have no children

62age 25 or younger

income 20,001-74,999

income 20K or less

40

37 34

$

$

$

5

Current students interests go beyond the game

How important is each of the following factors in your decision to attend a NKU sporting event?

0 1 2 3 4

3.53

alumni

current students

N = 542

social interaction

Current students are more interested in

social interaction, promotions, events and

discounts than alumni are when attending

NKU sporting events.

giveaway item promotion

promotional contest

group / organization eventat game

concession discounts

3.93

3.312.89

2.773.27

3.51

3.553.29

3

6

21.7%15.6%

12.1%

4.4%9.6%

36%

Attendance is a big issue

HOW MANY NKU VARSITY ATHLETIC GAMES HAVE YOU ATTENDED IN THE PREVIOUS 12 MONTHS

011-1516+

3-61-27-10

0games attended

Frequency

N = 572

games attended

1-2 3-6 7-10 11-15 16+

36.7%21.7%

15.6%9.6% 12.1%

4.4%THE MAJORITY OF RESPONDENTS HAVE NOT BEEN TO AN NKU VARSITY ATHLETIC GAME IN THE PREVIOUS 12 MONTHS

7

NKU Alumni Identify More

alumni current studentsN = 330N = 104

3.4

3.45

3.5

3.55

3.6

3.65

3.7

3.75

Findings are based on how respon-

dents answered three questions

measuring identi�cations.

How much do respondents Identify with NKU athletics?

Alumni respondents identify with NKU athletics more than current students

mean

8

How likely are you to hear about nku sporting events through the following mediums? Social Media (1-very unlikely, 5-very likely)

mean

N = 329

017-21

3.85 3.54 2.65 1.5 2.6 4

22-25 26-35 36-45 46-55 *56+

*data collected from only two respondents

respondents age

1

2

3

4

5

Respondents who are younger are more likely

to hear about NKU sporting events through

social media than older respondents.

Youth prefers social media9

Attendance comes with age

HOW LIKELY ARE YOU TO ATTEND THE FOLLOWING SPORTS/EVENTS AT NKU IN THE NEXT 12 MONTHS?- BASKETBALL - (1-VERY UNLIKELY, 5- VERY LIKELY)

respondents who are aged 56+ are more likely to attend a basketball game in the next 12 months.

17-21 22-25 26-35 36-45 46-55

Mean

Mean for all alumni

respondents was 3.28

N = 104

56-65 66+

4.04

3

2

1

2.4

3.323.86 4.0

4.6

4.0

*

* one respondent in this

category

10

Respondents generally satis�ed

75% 64% 60% 52% 49% 46% 29%10

20

30

40

50

60

70

80

How satis�ed are you with the elements below at NKU athletics?

Parking

Season ticket prices

Single game prices

Halftime entertainment

Concessions

Giveaway promotions

Pre-game activities

In general, respondents are

satis�ed with parking, season

ticket prices, single game prices,

and halftime entertainment.

a large amount of respondents indicated they were “neutral” and not necessarily dissatis�ed with the elements shown above.

satisfied or

very satisfied

N = 78

11

Athletic scholarships most important

Thinking about your most recent monetary donation to the NAC,

how much did each of the following impact your decision to donate?

FrequencyN = 42

55%

45% 45%38%

28%33%

10

20

30

40

50

60

Scholarship for NKU athletes

Overall NKU athletics success

Move to D1

Maintenance of the facility

Tangible bene�ts for donors

Team competitiveness

Most respondents who

already donate to the NAC,

do so to contribute to NKU

athletic scholarships

12

Recommendations

Need to increase current student and alumni Twitter / Facebook followers

Provide incentives to follow: giveaways, contests, etc.

Current students: NKU students who follow NKU athletic will receive a dis-

count on concession at the games. These giveaways will be monthly to

ensure followers support

Alumni

Alumni want recognition for their support. The top 3 alumni followers who

share the most through their social media pages each month will be recog-

nized for their effort at the sporting event of their choice.

Social Media

about 70% of respondents

do not follow or like NKU

athletics on Twitter and

Facebook

13

Recommendations

Increasing alumni attendance- ages 22-35

ages 22-35 is the group with

the least likely attendance

potential l ifelong fans

Example: designate certain games “young professionals

nights”. This provides the group with a chance to network

with other alumni their age.

Create thematic nights that appeal to this demographic.

Increasing Alumni Attendance

14

Surveys show that most donors donate to support NKU

athletics and its athletes

Donors are not looking for recognition, but some type of

thanks would be welcome

What to do: Host a meet and greet between donors and

athletes from all the NKU sporting programs. Form these

relationships by having students and donors communicate

frequently

Reaching Out To Donors

Recommendations

%

of donors donate to provide scholarships for NKU athletes

55

15

NKU athletics should focus on the 3 big things to reach out

to alumni: Social media, boosting attendance with the 22-35

year olds and recognizing donors

Bottom line, keep the alumni very involved. Make them

feel as if they are stil l part of the university and that their

input and participation matters.

Conclusion

Bring alumni and current students into the same “world”

Recommendations16