Discovering new Revenue streams for the Peach Bowl
SAMFORD UNIVERSITY SPORTS MARKETING STUDENT TEAM Brooke Jenkins (Project Lead) Connor Radcliff, Stephen Jones, Nate Freeman, Clark Dupree, Tyson Buchanan
1 Types of Sources
// Secondary Data // Interviews // Focus Groups // Social media Data
2 Overview
// Online Engagement
// Community Engagement
3 Online Engagement
4 Online Engagement
Affinio • Focuses on the connection of people and what they follow. • It Cares about what people follow and what they are connected to, not what they actually say. • creates network graphs that enable you to understand any audience through shared interests and affinities.
5 Online Engagement ADWEEK
• Social Media data is a remarkable source of unsolicited, unbiased consumer data.
6 Online Engagement
Why Twitter? • Acts as a second screen during live sporting events to watch what’s happening and engage in real time. • Twitter sees a +4.1% lift in visitors during sporting events.
7 Online Engagement
Methodology • Ran a report on a Chick-fil-A Peach Bowl, College Football Hall of Fame, and then both together. • Selected social accounts that are frequently followed by fans of members of Chick-Fil-A Peach Bowl. • Ran Reports for the Cities of Atlanta and Orlando
8 Online Engagement Chick-Fil-A Peach Bowl (42,116)
9 Online Engagement
10 Online Engagement
11 Online Engagement
Overall population College Football Fans Interests: Interests: CFA Peach Bowl CFA Peach Bowl College Gameday College Gameday ESPN College Football College Football Playoff Kirk Herbstreit ESPN College Football College Football Playoff Orange Bowl SEC Network Fiesta Bowl Chris Fowler Allstate Sugar Bowl SEC Cotton Bowl Classic Paul Finebaum Rose Bowl Game Rece Davis Kirk Herbstreit
Brands: Brands: Chick-fil-A, Nike, Nike, Pro Football Focus, Wendy’s, Under Armour, Under Armour, Jordan, Starbucks, Subway Adidas, Chick-fil-A
12 Online Engagement
Musicians Sports Stars Darius Rucker David Pollack Eric Church Tim Tebow Zac Brown Band Desmond Howard Florida Georgia Line Johnny Manziel Lady Antebellum Bubba Watson Blake Shelton Chipper Jones Luke Bryan Greg McElroy Carrie Underwood AJ McCarron Justin Timberlake Tiger Woods Miranda Lambert Lebron James
13 Online Engagement
14 Online Engagement
15 Online Engagement Orlando
16 Online Engagement
Interests: Brands: Orlando Sentinel Chick-fil-A Orlando Magic Publix Orlando City SC Starbucks City of Orlando Southwest Airlines Downtown Orlando SpaceX SportsCenter Chipotle ESPN Target Orlando Weekly Subway UCF JetBlue UCF Football Nike
17 Online Engagement
18 Community Engagement Strategies
Note: The remainder of the presentation has been redacted
19