Course: MKT328m

Class: MKT1714

Lecturer: Truong Thi Thuy Van

Student: Nguyen Phuong Thao

Student ID: SS160614

Individual graded exercise

Overview

For the peer assessment in Module 2, you were asked to create a target market profile and media
user profile for your client, the University of Illinois Athletics. For your final assessment, your
job is to develop a digital communication campaign to engage and grow your client’s consumer
base and determine the best strategy for evaluating your campaign’s success. As a reminder, here
is the message from your client:

Message from the client:

Across the country, collegiate athletics programs are seeing a decline in student attendance at
football and men’s basketball games. As attention spans decrease and other exciting options
around campus increase, it is becoming increasingly more difficult to get students to attend
athletics events. The trend is the same for the University of Illinois, so we decided to get creative
and try to make it as easy as possible for students to get in the gate.

Instructions

For this assignment, please use your target market profile and media user profile, as well as any
other external resources to aggregate the content listed below.

Review the lecture videos and readings in Module 4, and then respond to the following
questions.

Deliverable 1: Digital strategy proposal

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1. Set the campaign goals (i.e., what will you accomplish?) by following SMART format
(specific, measurable, attainable, realistic, time-bound).

2. Use findings from your target market research to identify a digital communication
strategy to achieve your campaign goals. Explain your reasoning for this choice by addressing
the following questions.

• What are the channel’s strengths and weaknesses?

• How will this channel’s strengths help you reach your campaign goal?

• What are potential threats associated with using this channel?

• Why did you choose not to select other major media channels?

Deliverable 2: Evaluation strategy

• Define your desired action (e.g., sales, leads, brand recognition). Be as specific as
possible.

• Explain how you will measure how much effort you spent (invested) on your campaign.

• Explain how you will measure the return on investment (e.g., number of social shares,
inbound website visitors from social media site).

• Explain how you will evaluate your campaign’s ability to reach and attract the target
market you have identified.

• Explain how you will evaluate your campaign’s ability to resonate with the target market
you have identified.

• Identify any other measure that may be helpful in assessing the effectiveness of your
campaign.

Target market profile

Target market:

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 ● Age: 18 – 25
● Location: Illinois
● Income: $1,500 – $2,000 per month
● Location: College campuses in Illinois
● Education: College students
● Lifestyles and hobbies:
+ Sports enthusiast
+ Passionate about Basketball and Football
+ Active in attending live games and events
+ Interested in keeping up with the latest NEWS and updates in the sports industry.

The product benefits the target market

● Convenience: They can plan and make sure of their spot for the entire season, without
having to worry about buying individual tickets.
Besides, they can use their smartphone to buy and manage their tickets, making it simple
● Fantastic experience: Attending live games is a wonderful and immersive experience.
With the season pass, students can have more chances to attend multiple games and
immerse themselves in the atmosphere of the live sports events
● Build relationships: For college students. Attending live games is a great way to form
new connections and fully contribute to relationships. They can share their experiences
with fellow fans and create long-lasting memories

● Cost-effectiveness: A season pass help student attend multiple live games, rather than
buying individual game tickets
● Passion for sports: For sports enthusiasts, a season pass offers a great way to express
their passion for Basketball and Football. They can be part of the excitement and energy
of live games, and stay up-to-date with the latest news and updates in the industry.

Competitors:

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 ● Basketball:
+ Chicago Bulls Season Ticket Memberships
+ DePaul Blue Demons Men’s Basketball Season Tickets
● Football:
+ Chicago Bears Season Ticket Memberships
+ Northern Illinois Huskies Football Season Tickets

They might set their prices based on the advantages they provide. For example, a basketball club
may provide season passes at a higher price point for lower-level seats while providing
higher-level tickets at a cheaper price point. Alternatively, a football team may provide a basic
season pass at one price point and a premium one with additional advantages or privileges. They
could let their customers have multiple options to choose from and then expand the range of
potential customers.

A media user profile

Target market profile:

● Age: 18 – 25
● Location: Illinois
● Income: $1,500 – $2,000 per month
● Location: College campuses in Illinois
● Education: College students
● Lifestyles and hobbies:
+ Sports enthusiast
+ Passionate about Basketball and Football
+ Active in attending live games and events
+ Interested in keeping up with the latest NEWS and updates in the sports industry.
● Their Media Usage: Twitter, Instagram, and Facebook where they can follow their
favorite teams and players, engage with other fans, and get the latest updates and news
about the sports industry. They may also often use video streaming services, such as
YouTube and Netflix, to watch and catch up with the games and past seasons.

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 ● Advertising: The ads should be placed on popular social media platforms, news websites,
and streaming services they use regularly. Advertisers should target digital ads, like
Facebook and Instagram ads, which can be targeted based on their interests and
behaviors.

The Fighting Illini Facebook page analytics

● Age: 18-25
Gender: Mostly male Location: Illinois, USA
● Education: College Students
● The topics fans are most interested in are the post of the match results and the players
who will play in the following match. The player wants to watch the highlights of recent
past games, post about talented players, or have result posts after games.

The audiences most likely want to know the:

● Game schedules and results

● Player statistics and profiles
● Team news and updates
● History and tradition
● Fan Community

To get this information, they use the following:

● Official website of the Fighting Illini

● Sport news websites like WSPN, CBS Sports, and Yahoo Sports because they cover most
college sports.
● Social Media: Facebook, Twitter, and Instagram also provide information about the
Fighting Illini conditional.
● Online forums: Reddit or Fan Sided.
● Social Media and Official websites mostly reach the audience

The tactics include:

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 ● Limited – Time offers
● Audience reviews and rating
● Post many games that are fantastic and expected.

Deliverable 1: Digital strategy proposal

1. The campaign goals (i.e., what will you accomplish?) by following SMART format (specific,
measurable, attainable, realistic, time-bound).

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2. Use findings from your target market research to identify a digital communication strategy to
achieve your campaign goals. Explain your reasoning for this choice by addressing the following
questions.

Choose an online ticketing channel and post the stadium's own news (linked to the stadium
Fanpage posts) and Mobile banking apps such as MoMo, E-banking, etc.

- Channel strengths and weaknesses:

● Strengths: quickly spread and reach athletes more easily, because they are young people,
young people use social networks and e-wallets with high frequency. Easy to pay (fast,
compact) and has many discount codes from online payment channels. Buy tickets
quickly without queuing.

● Weaknesses: In many cases due to network problems, you will not be able to book
tickets. System error, web-system error), leading to customers being charged twice.

- This channel's strengths help us achieve our campaign goals:

● Reach a large number of customers and athletes.

● Posts on Fanpage can raise awareness faster and more effectively.

● Increase visits, learn, and buy tickets.

- Potential threats related to the use of the channel: Hackers can infiltrate and steal customer
information and perform bad manipulations that affect the image of the Stadium.

- Why don't you choose other major communication channels: The cost is limited and cannot
be controlled at all.

Deliverable 2: Evaluation strategy

● Determine the desired action:

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 ● Ticket sales: 30% increase in ticket sales compared to the previous period.

● Customers: Discount, special discount for potential customers. For example, buy 5 season
tickets for you and your family to enjoy and play sports at the stadium.

● Identity: It is a modern stadium with full sports fields for many genres and tickets can be
ordered online.

- How to measure the amount of effort you spent (invested) on the campaign:

● Use aggregate data (access, react, interact with articles on the stadium fanpage), and use data
collection software of the ordering web to aggregate visits and orders. Summarize ticket
bookings via e-wallets

● How to measure return on investment:

● The number of shares on social networks increased, mainly spread in sports fan clubs and
hunting ticket discount codes, exchanging stadium tickets

● Inbound website visitors from social networking sites also increased significantly.

● The survey, and interview students around the school about their assessment of information
exchange and online ticket sales.

- How to assess the ability to reach and attract the identified target market: after obtaining the
results obtained from many of the above measures, and comparing it with the standards that
we have set to find the effective strategy results, the level of risk is low.

- Identify useful measures to measure the effectiveness of your campaign: continue to use
interviews and use data sources from Social Networks and Websites.