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NORmERN ILLINOIS UNIVERSITY "Red Riot" Non-Profit Organization Marketing supporting NIU Men's Basketball A Thesis Submitted to the University Honors Program In Partial Fulfillment or the Requirements or the Baccalaureate Degree With University Honors Department or Marketing By Kristin Kowynia DeKalb, minois May 2007 Univenity Bonon Program Capstone Approval Page Capstone Title: "Red Riot" Non-Profit Organization Marketing supporting NIU Men's Basketball Student Name: Kristin Kowynia Faculty Supervisor: Faculty Approval Signature: Department of Marketing Date of Approval: November I, 2006 HONORS THESIS ABSTRACT Northern Illinois University consistently has difficulty with student attendance at athletic events. In response to this, several student groups have been formed in the University's history in an attempt to increase student awareness, support, and attendance at events. Unfortunately, these attempts have failed in the past. This project provided a solid foundation for the new student fan organization, "Red Riot." The marketing strategies used were based upon research into the success and failure of other fan organizations, athletic traditions, and sport marketing theories while considering the differences NIU faces versus the majority of athletic organizations, specifically the location outside a major metropolitan area and its "suitcase campus" student body. Because ofthese traits, the majority ofNIU students need additional motivation to bring them to an athletic event. While NIU has a few fans who attend as "supporters" and "appreciators," the majority of attendees are "socialites." Thus, to appeal to these students, high levels of interaction, in-game promotions, and an environment that promotes a fun, social atmosphere is necessary. HONORS THESIS ABSTRACT THESIS SUBMISSION FORM AUTHOR: Kristin Kowynia THESIS TITLE: "Red Riot" - Non-Profit Organization Marketing supporting NIU Men's Basketball ADVISOR: Dr. Kimberly Judson ADVISOR'S DEPT: Marketing DISCIPLINE: Marketing YEAR: Senior PAGE LENGTH: 14 (plus project materials) BIBLIOGRAPHY: No ILLUSTRATED: No PUBLISHED (YES OR NO): LIST PUBLICATION: COPIES AVAILABLE (HARD COPY, MICROFILM, DISKETfE): on included CD-ROM ABSTRACT (100-200 WORDS): Northern nlinois Unive~- consistently bas difficulty with student attendance at athletic events. In !esponse to this, several student groups have been formed in the Unive~" s histOI} in an attempt to increase student awareness, support, and attendance at events. Unfortunatel}, these attempts have failed in the past. This project provided a solid foundation for the new student fan organization, -Red Riot." The marketing strategies used were based upon research into the success and failure of other fan organizations, athletic traditions, and sport marketing theories while considering the differences NIU faces versus the majorit)- of athletic organizations, specificall}-the location outside a major metropolitan area and its "suitcase campus" student bod}. Because of these traits, the majorit)' of NIU students need additional motivation to bring them to an athletic event. While NIU bas a few fans who attend as "SUPPOrters" and -appreciators:" the JWUorit)-of attendees are "socialites." Thus, to appeal to these students, high levels of interaction, in-game promotions, and an environment that promotes a fun, social atmosphere is necessary. ... Introduction Collegiate athletics survive on their student bodies; the students are the athletes and the fans. While coaches can scout and recruit athletes to attend their universities and play on their teams, this cannot be said ofthe fans. Fans must be discovered in the pre-existing student body and must be persuaded to support their teams and attend events and games. Northern Illinois University has struggled with this task. Although the school has a Division I-A athletic program, students do not support their athletic teams. Even the football team had poor turnout through the 1990' s, suffering through a 23 game losing streak. It wasn't until Coach Novak turned the team around and achieved the first win in 1998 that student turnout at those games improved. Even still, turnout is less than desired with much of the student section sitting empty during football games even though the school has resorted to stuffing all mailboxes of residence hall students with game tickets. In response to this problem, an organized student fan group must be created to meet the needs of both the athletic program and the student fans. This has been attempted in the past with groups such as the "Dog Pound" and "Convo Nation." However, for one reason of another, these groups have failed. To be successful, the athletics department needs to create a group that harnesses what an NIU student attends a game for and build upon those needs and desires. In the spring of 2006, a group of dedicated student fans came together with the goal of creating one such group. These students wanted to create a fan group that would draw students to the already ftee athletic events and create a buzz on the campus. In their first meetings with the athletics statI: they arrived upon a name, the "Red Riot." From there, a new breed ofNIU fan was to develop. In order to organize the beginning of this group, this project was born to provide an organized marketing and promotion program to the group. Step 1: Summer Planning The project began over the summer with planning and preparation. Many aspects of the new group had to be coordinated before the academic year began. These included the identification of student fan wants and needs, the creation of a logo, grassroots recruitment, and selection of member benefits. The NIU athletics program also secured funding ftom sponsorships of the group to support the program. Without each of these aspects in place the group was destined to fail before it even began. Another hurdle on my part also had to be overcome: gaining the trust and support of the pre-existing Red Riot leadership group. During the summer months my research began into what makes athletic events enjoyable, drawing attendance. What was already known about NIU students was the school's reputation within students as being a "suitcase campus" and that NIU students are very difficult to get out of their homes in the evenings for anything other than a social event with mends. Football games often had the student tailgating section filled, but students often did not transition ftom tailgating to attend the game. Sport fans can be segmented into six segments: Players - Individuals who play or have played a sport Patriots - Individuals who view sport as a means of establishing community and national pride Appreciators - Individuals who admire the skills of the athletes Socialites - Individuals for whom sport provides one way they can interact with mends Friends - Individuals who provide support to mends and family who participate in the event Voyeurs - Individuals for whom the most important aspect is sex appeal According to these categories and what is known about NIU students, the majority of NIU student "sport fans" are socialites; they attend games as a way to have fun with their mends. Knowing this, the new fan organization needed to focus less on the skill and appreciation of the game, and more upon creating a fun, interactive environment that made attending a way to socialize with mends. Although some are "mends," they cannot be effective targets for marketing and promotion as they attend for reasons outside a marketer's realm of control. Also accomplished during the summer months via electronic communication was the creation of a logo for the group to be applied to the Red Riot t-shirts, the website, and other materials. With my supervision, the forming members ofthe group communicated and created several logos, voted upon one, and then made final edits in time to have the logo printed on over 1,000 t-shirts to be given ftee to registered Red Riot members. The NIU athletics department secured over $15,000 in sponsorship funding for the group to purchase these t-shirts, and to print banners, hang signage, and promote the group by other means. The final summer task was to begin grassroots recruitment for the group within the incoming fteshman population. At all summer orientation sessions, the NIU athletics department included a sign-up sheet that allowed incoming students to register for the group before they set foot on campus for the first day of classes. Each week, these student lists were mailed to me and entered into the Red Riot database. Over 300 students signed up. Step 2: Football Season Once the semester began, weekly meetings were held with Ashley LePard (who was also working on an Honors Capstone project with athletics), NIU marketing Professor Dr. Kimberly Judson, and NIU athletics Graduate Assistant Dusty Harrington to discuss the project, recent accomplishments, and evaluate the next steps. In addition, I attended weekly meetings with the Red Riot leadership group each Monday at Fatty's Pub and Grill during the taping of Comcast's "Inside Huskie Sports." These meetings served several purposes including building trust and rapport with them, discussing my plans, and learning about their desires. Football season was the time of planning. Although football is in need of its own fan group, Red Riot is primarily targeted, at this point in its life, at supporting the Nill basketball teams. Planning included incorporating the desires of the leadership group, the input ofNill athletics, and the cooperation of supporters and sponsors. With the input fTomthese groups, it was decided that the Nill vs. mc men's basketball game would be the ideal opportunity to build a connection between the Red Riot student members and the Red Riot group that could last throughout the 4-week winter break. Many ideas for this event needed to be worked out for the Red Riot members. The leadership group and athletics wanted to see a pre-game rally. Ideas and funding for the pre-game rally, advertising, and in-game interactivity had to be worked out during the football season.