You Will Be Working As A Consultant To University Of Illinoi

Ou Will Be Working As A Consultant To University Of Illinois Athletics

Ou will be working as a consultant to University of Illinois Athletics. Your job is to develop a digital communication campaign to resolve the problem presented by the client. Use your knowledge from this class and follow the instructions to complete the required assignments. 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. Recently, we launched the Illini Pride Pass for University of Illinois students. With this new package, students receive football and men’s basketball season tickets, as well as membership to the Block I football student section, and more for only $99. Last year, football season tickets were $77, and the cheapest men’s basketball season ticket was $125, with additional donations required to secure seating on the floor behind the baskets. We also offered single-game tickets for football during game week for only $10 last year, which will continue this year. There was a similar offering for basketball, but single-game tickets were either $10 or $15, depending on the opponent. Our key objective for the upcoming season is to sell more than 3,500 Illini Pride Passes to the University of Illinois student body. For this assignment, please create and submit 1) a target market profile and 2) a media user profile. Use the Fighting Illini Athletics website and any other web or social media sites to aggregate the content listed below.

Paper For Above instruction

Introduction

The decline in student attendance at collegiate athletic events has become a significant issue for universities nationwide, and the University of Illinois is no exception. To address this challenge, a comprehensive digital communication campaign needs to be developed, centered around understanding the target audience and effectively engaging them through media channels. This paper articulates a detailed target market profile and a media user profile tailored for promoting the Illini Pride Pass, with the ultimate goal of surpassing the sales target of 3,500 passes for the upcoming football and men's basketball seasons.

Target Market Profile

The primary target market for the Illini Pride Pass includes the student population at the University of Illinois, typically aged 18-24 years. This demographic is characterized by their familiarity with digital media, high social media usage, and a penchant for cost-effective entertainment options. The profile encompasses students across various disciplines but primarily focuses on undergraduates involved in campus life, sports fans, and those seeking communal experiences.

Psychographically, the target students value affordability, convenience, and social engagement. They are often motivated by the desire to belong to a community, support their university teams, and partake in campus traditions. Their media consumption habits lean heavily toward social media platforms such as Instagram, TikTok, and Twitter, alongside digital streaming services and university-specific websites and app portals that provide schedules, ticketing information, and updates.

Geographically, the target group primarily resides on or near campus, with some students commuting from surrounding neighborhoods. Their lifestyles are busy, and they prefer quick, engaging, and interactive content that fits into their daily routines. The target audience also includes first-year students potentially new to campus sports culture, as well as upperclassmen who may have previously attended games but need renewed engagement incentives.

Media User Profile

The media user profile for the University of Illinois students accessing campaign content focuses on digital natives who prioritize immediacy and visual content. These users are active on social platforms, with particular emphasis on Instagram and TikTok for quick video snippets and visually engaging posts promoting game days, discounts, and student experiences. Twitter is used for real-time updates, reminders, and engaging in campus conversations related to sports events.

Additionally, students frequently explore the university’s official websites and mobile apps for ticket purchasing, event schedules, and exclusive content. Email remains an effective channel for official announcements and promotional offers, especially segmented email campaigns tailored to different student groups and engagement levels.

The typical media consumption pattern indicates that these students prefer mobile devices for accessing content on the go, during classes, study breaks, or commuting. Interactive elements such as polls, contests, storytelling, user-generated content, and influencer partnerships enhance engagement and foster a sense of community among students considering or purchasing the Illini Pride Pass.

Strategic Recommendations for Campaign Deployment

To effectively reach the target market, the campaign should leverage multiple digital channels, emphasizing organic social media engagement supplemented by targeted paid ads. Collaborating with student influencers and athletes can amplify reach and authenticity. Creating engaging, shareable content—highlighting student testimonials, behind-the-scenes glimpses, and game-day excitement—can increase interest and conversions.

Regular updates and reminders through email and social media stories will maintain visibility and prompt action. Additionally, integrating mobile-first strategies, such as push notifications via university apps, will cater to the on-the-move student demographic, ensuring timely reminders and last-minute ticket deals.

Conclusion

A successful digital communication campaign for promoting the Illini Pride Pass hinges on understanding the distinctive attributes and media preferences of the university’s student body. By developing targeted content aligned with their digital habits and social motivations, the University of Illinois can bolster ticket sales, foster school spirit, and sustain a vibrant athletic culture. This targeted approach not only aims to exceed the sales goal of 3,500 passes but also strengthens long-term engagement with the student community.

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