Executive Summary

The Illinois State University Mens Basketball team has had a lot of recent success in the NCAA Division I
league. Former Redbird Dan Muller is back for his second year coaching, and with 11 newcomers and three
returning players we think this is a huge opportunity for the team to promote themselves. However, ISU Basket-
ball has been experiencing low visibility on campus as well as a low rate of student attendance. With a capacity
of about 1,700, only 855 on average attend the home games.
The beginning of this campaign will become effective in January 2014 for the remaining nine home games. We
have presented you with our ideas on what will get students to come to games at Redbird Arena.
We have two intended publics: students who do not regularly attend games and those that already do. While we
want to attract new students to the games, we think its just as important to ensure students return. Our objective
is to promote the basketball team as much as possible to increase awareness of the team, schedule and times. To
retain student attendance, ISU Athletics must continue to engage students and offer incentives, which is what
students responded with on our survey. Close to 100% of students wanted more promotion, ticket giveaways or
a fun and enticing student section.
Consequently, in order to fll the student section, we have provided different ways of approaching your goal.
The key content focuses on clear and measurable objectives to succeed. Movement PRs main goal is to help at-
tract students to attend home games and also retain attendance throughout the remainder of the season, all while
having a fun and thrilling atmosphere for students.
The key objectives outlined in our plan are as follows:
Increase student attendance at ISU mens basketball games by 90% by March 2014
Increase student attendance at ISU mens basketball games among current Redbird Alert holders by 100% by
March 2014
Increase Social Media awareness on Facebook and Twitter by 100% by March 2014
Increase player recognition, specifcally of the starting 5, among ISU students by March 2014
The Illinois State University Mens Basketball team can refer to this plan to accomplish their goal by increasing
student attendance at ISU mens basketball games by 90%.
We thank you for your time and we look forward to doing business with you!
Best regards,
movement PR
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Table of Contents
Research ......................................................................................................4-11
Objectives .......................................................................................................12
Planning ....................................................................................................13-15
Budget ............................................................................................................16
Timeline .........................................................................................................17
Evaluation .................................................................................................18-19
Appendix A (Survey) .................................................................................20-22
B (Flyer) .......................................................................................23
C (T-Shirt) ....................................................................................24
D (Red Alert Merchandise) ..........................................................25
E (Social Media Posts) .............................................................26-27
F (Bingo Sheet) ........................................................................28-29
G (Press Releases) ....................................................................30-31
Media Contact List .........................................................................................32
Reference List ................................................................................................33
Transmittal Letter .........................................................................................34
3
Research
Since it has been hypothesized that students have been unaware of not only the mens basketball sched-
ule, but also the fact that there is a student section, our team has developed a plan to address these factors and
to increase student attendance. Our campaign goal is to increase student attendance at Illinois State University
mens basketball games.
Movement PR executed extensive research on Illinois State University Athletics and the students. Initial-
ly, we surveyed a multitude of students to determine their opinion on the student section. For a good indication,
we surveyed students who go to games along with those who dont (all data is included in Appendix A).
LB Nagle has indicated that the student section in Redbird Arena has a capacity of ~1,700. We decided
to survey freshmen, sophomores, juniors and seniors to ft these demographics. In our survey, we asked what
motivated students to go to games; if they did not regularly attend games, we asked what demotivated them
from attending. Other questions were included and an example of our survey is also located in the appendix.
Our primary research included the surveys of 50 students who ft our target audience. Our agency re-
searched students awareness of the mens basketball game schedule, knowledge of this years players and
whether or not students followed ISU Athletics on social media.
Research question 1: What would motivate students in attending an ISU basketball game?
This question lends itself to the use of many combinations of primary and secondary research methods. For
example, our own primary research consists of an online survey asking current ISU students what types of
promotions they would be interested in seeing at an ISU mens basketball game. They are given options such as
contests, cheaper tickets, giveaways and even an opportunity to write in their own suggestion. By gathering all
50 students responses, 87% wanted more promotions. If they knew more about the times of the schedule, they
would be more inclined to attend.
4
Research
Research question 2: Are students educated regarding this years roster?
The best way to fnd out what our students know is to just simply ask them. As part of our survey we asked
students to name as many players of the ISU basketball team as they could. As we suspected, there were a lot
of blank spaces and a few Jackie Carmichael answers. Now it becomes our responsibility to do the secondary
research to fnd out what kind of strategies we could create to increase player recognition.
Research question 3: How can we motivate students to attend mens basketball games?
By engaging with students on social media, ISU Athletics can motivate students to attend games by showing
them how fun and exciting games are. Also, by having the basketball players around campus on game days
wearing jerseys and interacting with students will increase the bond that students will have with the players.
After extensive research, we found that it would help students attend basketball games if there was more of
a social media presence. Utilizing social media to promote the game and hold contests, etc will help students
attend games and therefore increase and also retain attendance.
Furthermore, our agency attended the mens basketball game on Wednesday, November 20, when ISU
played against Manhattan. While sitting in the student section we noticed that not all the students sat in the stu-
dent section. Helping students understand that there is a student section and where it is will help the amount of
people sitting in the student section. Another thing we noticed was during free throws the students made noise to
distract the opposing team, but were quiet and raised their hands to the basket when ISU was doing free throws.
We thought this was an incredible thing that the students knew what to do and even new students could easily
follow along. Our agency liked the concept that there were rituals that students knew and could easily learn to
promote cheering at games.

4 5
Research
Therefore, the overall strategy, which guides our suggestions, is that if there are more promotions of the
mens basketball schedule and times, students would be more aware and would be more inclined to go. While
this left us with an indication what students thought about Illinois State University mens basketball, we also
conducted secondary research.
One method of secondary research was to analyze how other universities promote their schedule and
games. Many colligate and professional teams are successful in spite of not having very many marquee players.
Schools like Alabama and Oregon, as well as organizations like the Chicago White Sox, have shown that you
can be very successful and draw a large crowd regardless of whether or not you have a superstar athlete. We
researched Ohio State University and Indiana State University and looked into the kind of tactics they used to
build their fan bases and see what we can apply to our current situation.
As far as secondary research, we are not the frst school nor team to want to increase attendance. We can
branch out and see the research other campuses, or even professional organizations, have done to increase brand
awareness and stadium attendance. Ohio State University wanted to increase student attendance at their games
so they increased their promotions and made the atmosphere fun at games.
6
Research
Possible Publics
The possible publics that were targeted are Illinois State University students. Either students that have attended
or could potentially attend games to gain a fan base or student school pride.
Publics will include:
1. The students
a) Demographic: Men and women; ages 18-23 (traditional students); freshmen-seniors; those with part-
time jobs/internships
b) Geographic: Bloomington-Normal, Ill.
c) Psychographic: Those who dont know anything about the team, and/or dont know enough to care
for it; those that love ISU basketball or any sports in general and those who dont like basketball.
2. Sponsors and donors
a) Demographic: Men, women and companies; age ranges from 30+; those who have full-time jobs/
retired.
b) Geographic: Bloomington-Normal, Ill.
c) Psychographic: Those who support ISU and its athletics and those who want to see the team succeed.
3. Season ticket holders
a) Demographic: Men, women; those of an older age group (40+) along with children/grandchildren and
those with full-time jobs/retired.
b) Geographic: Bloomington-Normal, Ill.
c) Psychographic: Those who support ISU and its athletics and those who enjoy coming to games.
4. Those living in the area
a) Demographic: Men, women, children.
b) Geographic: Bloomington-Normal, Ill.
7
Research
Data Analysis
After asking 50 students questions about ISU Athletics, or more specifcally, ISU Basketball, we ana-
lyzed our data. Although 51% of students surveyed that they have attended a mens ISU basketball game, almost
23% of students had no idea there was a student section at games. Also, 38% of students felt that the student
section was fair or poor. Out of the 50 students that were surveyed 40% said they were not aware of the
dates and times of games. The fve members of movement have analyzed the data that was received from this
survey and found that limited/no free time made up of 38% of students that were demotivated from games.
Other reasons why students may not attend games were because 14% of students were unawareness of games.
Another 33.3% said money was an issue and 14.3% said weather.
In addition to fnding out the reasons why students do not attend mens basketball games, we asked what
would motivate students to attend games. Roughly 37% of students said free tickets, which we took into con-
sideration when planning our tactics for this campaign. Another reason that would get students to attend games
were theme nights, friends going to games, fun and enthusiastic atmosphere with school spirit and free-
bies and discounts. Given this data, this also helped our agency when planning tactics to implement to people
to go to games enjoy it and give repeated business.
8
Research
Client Situation
The current situation presented to our agency, movement PR, was that the Illinois State University
mens basketball team wants to add to last years success and to increase student attendance at their games.
Last years basketball season was successful for the mens basketball team and our agency wanted to build on
that. Our goal for this situation is to increase student attendance to mens basketball games by 90% by March
2014. Overall, our agencys goal to help increase student attendance is to promote game day excitement along
with giveaways as well as a larger social media presence.
Not only do we want to build off last years success, but also the overall tradition of ISU basketball.
Also, another priority of ours is educating students who live close to campus (particularly freshman and sopho-
mores) on the current players so that they will have a chance to grow with the team.
8 9
Research
SWOT Analysis

10
Research
Key Message Platform
The mens ISU basketball team is well-respected and generates an upbeat and energetic atmosphere
due to their competitive determination. We need to convey to our target public that ISU basketball games are
fun and social events that students need to engage in. Consquently, this will help retain a positive image of the
team.Those exposed to our campaign have to know that the 2013-2014 mens basketball games are exciting
and worth attending. This years team has a roster of 14, those of which who are only freshmen, sophomores
or juniors. The fact that there are no seniors on the team and only three reutnring players will be different and
unpredictable, which makes it that much more interesting.
We leave you with our campaign slogan: Witness Tradition. Witness Ambition. We not only want to
build off past success but we also want to showcase the current team as it shapes a new legacy for itself. Stu-
dents should feel that if they are not at games, they are missing an opportunity to witness something great.
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Objectives
Objective 1: Increase student attendance at ISU mens basketball games by 90% by March 2014.
Objective 2: Increase attendance of Redbird Alert Pass holders at ISU mens basketball games by 100%
by March 2014.
Objective 3: Increase social media presence for increased awareness of ISU mens basketball games.
Objective 4: Increase player recognition, specifcally the starting fve, among ISU students by 100% by
January 2014.
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Planning
12 13
Planning
14
Planning
14 15
Budget
16
Timeline
16 17
Evaluation
Objective 1
The tactic of Game Day Promotions and Giveaways will be measured by the amount of people re-
ceiving giveaways. The success of giving away T-shirts, rally towels and water bottles will be measured by the
remainder of the supplies we have left.
Theme night tactics will be measured by the amount of students who show up to games dressed up for
the theme night designated. Also student attendance will be measured by the amount of students that receive
free tickets from contests, those that have a Red Alert pass and buy tickets.
The Bingo application we anitipate on having will be evaluated by the number of downloads.
Objective 2
We will measure the increase of Red Alert pass holders by how many in-game rewards are given out.
Also, we can evaluate how many discounts are given to Red Alert holders at the concessions stands.
The press release written for Red Alert Pass Holders will be evaluated by the number of media place-
ments and the amount of times it is circulated in publications. Also the Red Alert Pass Holder fyer will be
evaluated by how many are circulated as well as how many people attend basketball games.
Objective 3
The success of social media presense will be evaluated by measuring the number of participants that
tweet and retweet on Twitter and like and share on Facebook through free giveaway contests. This can be
evaluated through Twitter analytics and Facebook Insights. Also the Trivia Tuesdays, Throwback Thursdays and
Free Ticket Friday contest will be measured by the amount of contestants that will comment or respond to the
posts on Twitter and Facebook with the hashtag #WitnessUs.
For the scavenger hunt tactic we will measure the success by the amount of people participating in the
scavenger hunt by posting pictures to Twitter, Facebook and Instagram with #WitnessUs. The frst fve peo-
ple who like the Instagram photo and take a picture of themselves with the hidden Reggie on the Quad will
receive the free tickets.
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Objective 4
Twitter analytics will be used to evaluate he amount of retweets on Twitter and Facebook Insights will
be used to measure likes on the Player of The Week posts. Facebook Insights is accessible only for the ad-
ministrator of a page; it informs the administrator on post reach and the percentage of people that actually click
on the link rather than just see it on their news feed.
Thank you for your time and your consideration of our campaign: Witness Tradition. Witness Ambition.
If you have any further questions, please contact us at movementPR@gmail.com
Evaluation
18 19
Appendix A
20
Appendix A
20 21
Appendix A
22
Appendix B
Flyer
22 23
Appendix C
T-Shirt
24
Appendix D
Red Alert Merchandise
24 25
Appendix E
Social Media Posts
26
Appendix E
27
An Instagram post will go viral on the day of home games. What students have to do is frst like the
photo on Instagram then go and fnd the hidden Reggie on the Quad. Next, they are to then take a picture of
themself with Reggie and upload to Instagram with the caption #WitnessUs. The frst fve students will re-
ceive free tickets to that nights game and will be able to collect their tickets at the Box Offce.
Appendix F
Redbird Bingo Sheet
28
28
Appendix F
29
We will develop this application in the beginning of January so it will be fully functional by tip-off of
next season with the help of an Information Systems intern. This will allow for students to be engaged in all
aspects of the game. Students can download this application for free to use at all home games, which will be
promoted across all Redbird Athletic social media accounts.
Appendix G
30
30
Appendix G
31
Media Contacts
32
32
References
References
The Copy Shop. The Copy Shop. Retrieved from http://www.thecopyshoponline.com
Custom T-shirts & More, Fast & Free Shipping and All-inclusive Pricing. (2013).
Retrieved from http://www.customeink.com
Illinois State University Offcial Athletic Site - Athletics. (2013). Illinois State University
Offcial Athletic Site. Retrieved from http://www.goredbirds.com/ot/ilstu-red-alert.html
Promotional Products, Coffee Mugs, Travel Mugs, Ceramic Mugs, Tote Bags. DiscountMugs.com.
Custom Printed Mugs, Travel Mugs, Logo Pens, Promotional Tote Bags. Retrieved from
http://www.discountmugs.com
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December 5, 2013
To: L.B. Nagle
From: movement PR
Re: Witness Tradition, Witness Ambition Campaign
Dear L.B. Nagle,
We, the members of the PR Agency movement, are writing in response to your request and here is our
fnal report.
In October 2013, you contacted our agency with a request for a pitch to help increase student attendance
at Illinois State University mens basketball games. We have come up with some objectives and strategies to
implement starting in January 2014 until March 2014.
In order to understand the situation presented to us, we have researched, surveyed and collaborated for
many hours to help understand how to increase student attendance at ISU mens basketball games.
Our agency, movement PR, has made numerous recommendations in this area. A more detailed discus-
sion is provided in the body of the report. The recommendations ft into the $1,000 budget you presented to us
and is also outlined.
We appreciate being presented with this situation and appreciate all of the students that helped us by
flling out our surveys. We appreciate all of your hard work and dedication to Illinois State University and hope
to work with you again soon.
Thank you for this opportunity.
Sincerely,
movement PR
Transmittal Letter
34
34
Arthur Shabashevich
Phone: (224) 433-1309
ashabas@ilstu.edu
#WitnessUs
Jenny Azouri
Phone: (309) 339-8117
jlazour@ilstu.edu

Ryan Smart
Phone: (847) 848-5765
rmsmart@ilstu.edu
Kailey Snider
Phone: (815) 507-4848
kesnide@ilstu.edu
Ellen Weis
Phone: (217) 413-0732
efweis@ilstu.edu