The 2015-16 year for LMU Athletics was defined by the NCAA Sweet 16. Success put us in the position to modify our approach as we go – and it was a GREAT problem to have. It was a simpler campaign targeting social media to tell the “LMU EXPERIENCE.” It used special events, giveaways and global fan participation to promote the overall goal of increasing attendance, overall giving and ticket revenue. Giving and overall attendance was up over 25% from previous year, with student participation going against national trends and increasing slightly. Here is a look at some of the pieces surrounding the campaign.
2015-16 Women’s Basketball Schedule Card Cover2015-16 LMU Men’s Basketball Schedule Card2015-16 Volleyball Schedule Card2015-16 LMU Women’s Soccer Schedule Card Cover2015-16 LMU Men’s Water Polo Schedule Card Cover2015-16 Men’s Soccer Schedule Card Cover2015-16 Marketing Campaign – part of the overall experience. Twitter posting promoting donations, annual support, student-athlete recruitment. 2015-16 Marketing Campaign – special promotion for game day. Twitter posting promoting special tickets for family and friends. Was digital campaign to support letter and e-commerce campaign that targeting graduating families. 2015-16 Marketing Campaign – part of the overall experience. Twitter posting promoting donations, annual support, student-athlete recruitment. 2015-16 Marketing Campaign – special promotion for game day. Twitter posting promoting special tickets targeting local businesses. Was digital campaign to support letter, direct visit and e-commerce communications to local companies. 2015-16 Marketing Campaign – special promotion for game day. Twitter posting promoting Pink Game, promoting community service, giving back to community while generating fan experience. Raised over $5000 for cancer research. Increased fan participating by 500%. 2015-16 Marketing Campaign – special promotion for game day. Twitter posting promoting student attendance against primary rival. Also tie-in to baseball history (with 1986 world series team). Resulted in over 250% increase in student attendance. Also brought in roughly 100 summer camp families. 2015-16 Marketing Campaign – using alternate twitter account from mascot to drive student attendance. 2015 Women’s Volleyball Poster with call to action.2015 Women’s Soccer Poster with call to action.2016 Women’s Basketball Poster with call to action.2015 Men’s Soccer Poster with call to action.2015 Men’s Basketball Poster with call to action.Instagram post around student-athlete experience, targeting families and alums to give back. Instagram post around student-athlete experience, targeting families and alums to give back. 2015-16 Marketing Campaign – special promotion for game day. Instagram posting promoting Pink Game, promoting community service, giving back to community while generating fan experience. Raised over $5000 for cancer research. Increased fan participating by 500%. 2015-16 Marketing Campaign – special promotion for game day. Instagram posting promoting student attendance against primary rival. Also tie-in to baseball history (with 1986 world series team). Resulted in over 250% increase in student attendance. Also brought in roughly 100 summer camp families. Instagram post around student-athlete experience, targeting families and alums to give back. Using imagery/photos – social media within the campaign, but not planned. Making sure to capitalize on situational marketing, like the University president joining the students.Game day promotional marketing. Planned programming to promote game, including partnerships with external groups. Social media part of bigger e-commerce, digital advertising and traditional print advertising.Game day promotional marketing. Planned programming to promote game, with partnership with local military and veteran groups to push attendance during a game with minimal students (holidays).Game promotion using success to cross promote. Honored both Sweet 16 teams at halftime of men’s basketball game, driving attendance.Game promotion for Dig Pink – volleyball’s cancer awareness campaign. Increased donation by over 100% and dew one of largest crowds of season on Oct. 22.Newspaper advertisement as part of overall campaign. Supplemented with digital media, e-commerce directed to recent alums, parents and families. Increased attendance by nearly 45% over season average during a spring break game, no students.Newspaper advertisement as part of overall campaign. Supplemented with digital media, e-commerce directed to families. Largest attended games of the spring.Newspaper advertisement as part of overall campaign. Supplemented with digital media, e-commerce directed to promote cancer awareness. Increased donations by 80%Newspaper advertisement as part of overall campaign. Supplemented with digital media, e-commerce directed to local community.Newspaper advertisement as part of overall campaign, using special event to promote upcoming games.Newspaper advertisement as part of overall campaign. Supplemented with digital media, e-commerce directed to recent alums, parents and families. Newspaper advertisement as part of success in NCAA tournament. Supplemented with digital media, e-commerce directed to global fan lists.Newspaper advertisement as part of overall campaign with soccer success built in. Supplemented with digital media, e-commerce directed to global lists.
The basics behind the campaign were based on revenue goals, attendance goals, and other traffic based goals to evaluate fan engagement (primarily social media).
Here is a look at a standard month looked like in the campaign.
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