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…