MARCH 2020 Tim Michl
SEASON OUTLOOK
STRENGTHS A&M Soccer concluded their 2018 campaign with a record of 17-5-1 and a winning percentage of .761. The Aggies obtained their 24th straight appearance at the NCAA Championship Tournament and advanced to the second round for their 20th consecutive season. 16 letter winners return from the 2018 campaign, including nine players who started at least 50 percent of last season's 23 matches. The returnees account for 40 of the Aggies' 49 goals from last season. The Maroon & White welcome back All-American Ally Watt and All-SEC performer Addie McCain. Other key returnees include SEC All-Freshman Ásdís Halldórsdóttir and Mexico National Team standout Jimena López. Selected No. 12 in the United Soccer Coaches NCAA Division I Women's Soccer Preseason Ranking, and No. 1 in the SEC Preseason Coaches’ Poll.
WEAKNESSES Lost stability in the goalie position with senior Cosette Morche graduating. Very little to no control over match dates/start times. Schedule moving away from Friday night matches (highest attended matches during past seasons). Loss of strong Maroon Militia leadership, with no true student leadership this student group has lost momentum over the past few seasons.
OPPORTUNITIES Strong stability within the community, Coach G has built a program that consistently wins from year to year, helping to build the fan base and create strong support from many members of the community. Unique seating bowl at Ellis Field which allows students & fans to sit around the entire field of play – allowing for a fun and exciting atmosphere. NCAA in-venue noisemaker rules do not apply to soccer, this will allow for noisemakers as giveaways, along with allowing bands (Aggie Band (FTAB), Hullabaloo Band) to come out and play before and during the match. The empty Aggie Softball Complex next door gives a space that could be used for different promotions, including an area for a possible firework show to be set off.
THREATS Weather conditions in the fall can affect attendance for outdoor events (extreme heat, rain), and in some cases eliminate gameday programing. Overall, schedule conflicts with many other fall events at A&M and in the local community for students and families. Sunday matches conflict with the NFL, Church and other family activities.
LAST 3 REGULAR SEASON ATTENDANCE FIGURES 2018 2017 2016 Game Announced Drop Game Announced Drop Game Announced Drop Attend. Count Attend. Count Attend. Count
Oregon BYU Florida St 4248 3314 (8/26) 0 0 2236 1498 (8/24)* (8/19) Cancelled San Diego Oklahoma St 2554 1068 4614 3025 Rice (8/21) 1731 750 (8/26) (9/1)*
Oklahoma DePaul (9/3) UCLA 3069 1445 2261 705 5875 4344 (8/31) (8/26)*
Santa 2440 596 Butler (9/8) 2627 1161 Tulsa (8/28) 2595 839 Clara (9/2)
Colorado College 2004 615 Florida (9/21) 2345 879 UALR (9/2) 2638 964 (9/7) William & Arkansas 2177 464 3340 1915 Illinois (9/4) 2598 932 Mary (9/9) (9/21) Utah Valley LSU (9/14) 2383 823 2034 539 LSU (9/11) 2462 830 (10/2) Kansas Alabama Georgia 2226 656 2450 992 2833 1132 (9/16) (10/5) (9/16) UC Georgia Ole Miss 2179 648 2727 1352 Riverside 2316 527 (9/23) (10/13) (9/18) South Auburn Vanderbilt 2511 854 2775 1282 Carolina 2619 852 (10/4) (10/22) (9/29) Miss St Missouri 3112 1550 - - - 2819 1008 (10/12) (10/6) Tennessee Kentucky 2739 1166 - - - 2633 809 (10/21) (10/20) Auburn ------3091 942 (10/23) Average 2,636 1,099 Average 2,797 1,316 Average 2,803 1,186 *FISH CAMP Game
NOTE: 2019 Announced Average – 2,187; Drop Count Average – 866; Full attendance breakdown on page 23.
HISTORICAL ATTENDANCE COMPARISON O 2018 Season: . 1st in overall NCAA average attendance at 2,636 (2nd South Carolina - 2,300, 3rd BYU - 2,084) . 1st in overall SEC average attendance (2nd South Carolina - 2,300, 3rd Kentucky - 1,128)
O 2017 Season: . 2nd in overall NCAA average attendance at 2,797 (1st BYU - 3,006) . 1st in overall SEC average attendance (2nd South Carolina - 2,064, 3rd Tennessee – 1,440)
O 2016 Season: . 2nd in overall NCAA average attendance at 2,803 (1st BYU – 2,957) . 1st in overall SEC average attendance (2nd South Carolina - 2,729, 3rd Arkansas – 1,374)
O 2015 Season: . 2nd in overall NCAA average attendance at 2,880 (1st BYU - 3,497) . 1st in overall SEC average attendance (2nd South Carolina - 2,655, 3rd Georgia – 1,703)
MARKETING ANALYSIS
MARKETING OBJECTIVES Engage student population and give them a reason to come to the matches. Continue to enhance the best college soccer atmosphere in the nation with creative giveaways, in-match emcees and engaging on-field promotions. Continue to push Aggie Soccer to the local Hispanic community, growing the relationship with that demographic.
MARKETING GOALS Maintain the #1 overall average attendance in the country. 10.6% Attendance Increase (Average of 279 more people per match). Add 2 new targeted promotions to new audiences to help meet the increased attendance goal.
TARGET MARKETS Primary Markets: o Texas A&M Students o Local Youth Soccer Teams
Secondary Markets: o B/CS and surrounding community families o TAMU Faculty and Staff
MARKETING MESSAGING Home of the 12th Man – Athletic Department wide mantra/marketing campaign Call to Action: “Be a part of the 12th Man at Ellis Field”
TICKETING & PARKING
SEASON TICKET PRICING Location Ticket Price Season – Adult GA $60 Season – Adult West Sideline $75 Season – Adult West Midfield $120 Season – Adult West Center Circle $150 Season – Youth GA $25 Season – Youth West Sideline $40 Season – Youth West Midfield $75 Season – Youth West Center Circle $150
ON SALE DATES Season Ticket Renewal Period (Tue. 6/11 – Tue. 7/2) Season Tickets – New Sales went live (Thu. 6/6) Group Ticket on sale – (Tue. 7/30) Single Game Ticket on sale – (Tue. 7/30)
SEASON TICKET SALES UPDATE 486 Total Season Tickets sold for the 2019 Season – 474 Reserved, 12 GA 461 Season Tickets sold for 2018 Season 425 Season Tickets sold for the 2017 Season
GROUP TICKETS Location Ticket Price GA Group (12 or more) $3 125 group tickets sold for the 2019 season.
SINGLE MATCH TICKETS Location Ticket Price Reserved – West Center Circle $18 Reserved – West Midfield $15 Reserved – West Sideline $10 General Admission (Adult) $8 General Admission (Youth) $4
A&M STUDENT TICKETS Total 2019-20 Sports Pass Buyers: 34,476 TAMU Student (without Sports Pass) Student ID required - $3
JUNIOR AGGIE CLUB (JAC) Members (12 & younger) receive free admission to all regular season home matches. Total Memberships at the END of the soccer season: 329
PARKING – FREE
PROMOTIONAL OUTLOOK
2019 TEXAS A&M SOCCER PROMO SCHEDULE Date Day Opponent Location Time (CT) TV Promotion / Notes Giveaway Ticketing Levy Home of the 12th Man FREE Friday - Free admission into the match Thunder Sticks (500), Aggie with a football game ticket, Season Ticket Season Ticket Holder Bring a Soccer Scarfs from last BAF - Each season ticket account holder will Friend Night, FREE Friday Cal State season to non-students (Non be able to bring an additional person into the 30-Aug Fri Northridge Ellis Field 7:30 PM promoted bonus giveaway) match for free. IMPACT Retreat Night, Kids Zone (NW Corner) - Inflatable, TAKG - Buy 1 adult ticket, get up to 4 in free, Free Popcorn 1st 100 Face Painting, Balloon Animals, Maroon Adidas T-shirts (100) IMPACT Night - $3 admission for kids Abilene Photo Booth, Post Match Team students/staff w/out Sports Pass 1-Sep Sun Christian Ellis Field 6:00 PM Autographs Fish Camp - FREE Admission for ALL Fish Fish Camp Night ACC Giveaway Tent 6-Sep Fri Ohio State Ellis Field 8:00 PM Camp Freshmen Fac/Staff Appreciation/Youth FAC/STAFF Appreciation - 2 FREE tickets for League Night (STYSA), Kids all faculty & staff in advance and on gameday, Free Popcorn 1st 100 Zone (NW Corner) - Inflatable, Vuvuzela Night 1 (500) TAKG - Buy 1 adult ticket, get up to 4 in free, kids Face Painting, Balloon Animals, CORPS NIGHT 8-Sep Sun Brown Ellis Field 6:00 PM Photo Booth National Hispanic Heratage Month Celebration, Kids Zone Spanish Bang-a-Banners Free Popcorn 1st 100 (NW Corner) - Inflatable, Face TAKG - Buy 1 adult ticket, get up to 4 in free (500) kids Painting, Balloon Animals, Photo 15-Sep Sun UNLV Ellis Field 6:00 PM Booth Military/1st Responders Appreciation - 2 Military Appreciation Match, FREE tickets for veterans and active duty & Kids Zone (NW Corner) - Adidas Military Apprecaition retired military personnel & active & retired local Free Popcorn 1st 100 Inflatable, Face Painting, Shirts (100) first responders in advance and on gameday, kids Balloon Animals, Photo Booth TAKG - Buy 1 adult ticket, get up to 4 in free, 22-Sep Sun UTRGV Ellis Field 6:00 PM CORPS NIGHT Turn it Gold - All Survivors or those undergoing treatment receive FREE Admission. All fans wearing gold receive tickets Turn it Gold Shirts - Sold for at group rate price No advance purchases. $10 Each, Aggie Soccer Turn it Gold B/CS Appreciation Night - B/CS residents Scarfs - Must be wearing with valid I.D. (i.e. driver’s license) can GOLD to claim a scarf (500) purchase tickets at group rate price on gameday for Tuesday & Thursday matches. 26-Sep Thu Kentucky Ellis Field 6:30 PM No advance purchases. Daddy Daughter Package - $12 Package that includes 2 tickets (Dad & Daughter) and a $12 concessions voucher, B/CS Appreciation Night - B/CS residents with valid I.D. (i.e. Daddy & Daughter Match A&M Scrunchies (250) driver’s license) can purchase tickets at group rate price on gameday for Tuesday & Thursday matches. No advance purchases., CORPS 10-Oct Thu Alabama Ellis Field 6:30 PM NIGHT Vuvuzela Night 2 (500), Student Raffle Student Raffle (Apple Watch, $1 Hot Dog Night 18-Oct Fri Arkansas Ellis Field 7:30 PM TV, PS4, Adidas Gear) Medical Personnel Apprecaition TAKG - Buy 1 adult ticket, get up to 4 in free, Night, Aggies Can, Kids Zone Adidas Khaki Bucket Hats Medical Personnel Appreciation - 2 FREE Free Popcorn 1st 100 (NW Corner) - Inflatable, Face (150) tickets for medical personnel (active & retired) kids Painting, Balloon Animals, Photo in advance and on gameday, CORPS NIGHT 27-Oct Sun Missouri Ellis Field 4:00 PM Booth Trick of Treat w/Aggie Soccer - All kids in costume receive FREE admission, B/CS Senior Night/Halloween - Trick Appreciation Night - B/CS residents with valid A&M Bucket/Candy or Treat with Aggie Soccer I.D. (i.e. driver’s license) can purchase tickets Giveaway Equine - Sully the Mini Horse at group rate price on gameday for Tuesday & Thursday matches. No advance purchases, 31-Oct Thu Ole Miss Ellis Field 6:30 PM CORPS NIGHT
SEASON-LONG GAMEDAY ATMOSPHERE Interactive Fan Promotions – sold by Texas A&M Ventures (TAMV) include: o Rudy’s Bottle Race (9/15, 10/10, 10/18) o The Pool Guy Human Ring Toss, Dizzy Noodle Race, Tire Run Halftime Contests (Rotation) o Whataburger Lucky Row Race, Whatakick, Fry Shuffle (Rotation) o Tiff’s Treats Warm Cookie Delivery (9/26, 10/10, 10/18) o ACC Tug of War (9/6) Fish Camp Halftime Contest
In-Game Sponsored Inventory – sold by Texas A&M Ventures (TAMV) include: o Rudy’s Corner Kicks Challenge Pregame/Halftime PA o Rudy’s Coaches Show Pregame PA o CC Creations Ball Kids Pregame PA o Adidas Hype Pregame Video o CC Creations Shirts for Goals Pregame PA (What to Watch For) o Dixie Chicken Saves Challenge Pregame/Halftime PA o Pepsi Shut-Outs Pregame PA (What to Watch For). Executed postgame by TAMV when met. o KBTX Weather Report Halftime PA o ACC Game Sponsorship (9/6 Fish Camp Night) o CC Creations Mini Scarf Giveaway (9/6 Fish Camp Night) Kids Zone (Every Sunday Match) o Set up in the Northwest corner of Ellis Field. o Included A&M Inflatable, Face painting, Balloon Animals, and Photo Booth. o Free popcorn for first 100 kids. o Used Marketing tents to create shade for those participating in the activities. Marketing Ambassador (TMT) o Set up in the Northwest Corner of Ellis Field. o Roster Cards, Team Posters, Enter to Win (Dixie Chicken/Rudy’s), all collateral, other small giveaways. Concessions Specials o $1 Hot Dog Night – 10/18 vs Arkansas o Free Popcorn in the Kids Zone – Every Sunday Kids Zone (9/1, 9/8, 9/15, 9/22, 10/27) o Daddy Daughter Night Concessions Voucher – 10/4 vs Auburn Program/Roster Card Sales o Marketing sold at the Northwest corner TMT location. o TAMV sold at the Southeast location by the soccer offices. o Roster Cards are produced by TAMV and Athletic Communications and sold for $1 on gameday. Recorded Music: Provided and played by Marketing (Click Effects) PA Announcer: Mike Fitch
NECESSARY STAFFING (PROMO TEAM OF 4-5 STUDENTS) Yard Sign Distribution: Students/Tim assist with putting our Gameday yard signs the night before each match. Pregame Responsibilities: Sunday Games – Set up Kids Zone area in Northwest corner of the facility. Non-Sunday games – Set up TMT table as well as any giveaway set up that is needed. Marketing Student up in the press box with PA to play music and coordinate the game script. In-Game Responsibilities: TMT, Giveaways, Halftime Emcee, Press Box Coordinator, Social media game experience content. Postgame Responsibilities: Clean up TMT area and grab all marketing materials (A-frames, leftover giveaways, posters) and store them in the press box. Pick up yard signs around Ellis Field and take them back to the student room at Kyle Field for storage. TAMV: Provided one staff member to sell roster cards in the Southeast corner next to the Soccer Offices. Game Administrator: Tim Michl, Mobile throughout the venue and assists with promotions & giveaways as needed. Arrives 2 hours before start of the game.
GAME SCHEDULE/SUMMARY
SEASON TICKET HOLDER BRING A FRIEND (CSUN) – Fri. 8/30 Ticket Promotions: o Season Ticket Holder Bring a Friend Night – Each season ticket account holder will be able to bring an additional person into the match for free. GA tickets only available as a walk-up sale. (5 Tickets) o Football Free Friday – Free admission into the match with the 8.29 Texas St football game ticket. (144 Tickets) Pregame Giveaway: Home of the 12th Man Thunder Sticks (500) Pregame Programming: Live Anthem – Aggie Band Bugler Halftime (5:00): The Pool Guy Dizzy Noodle Race, Whataburger Fry Shuffle, and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (Achieved). Distribution by TAMV. Postgame Handouts: Team Posters, Season Giveaway Schedule Weather: Temperature 82 degrees; 0 mph Wind; Calm; Partly Cloudy Total Announced Attendance: 1989. Drop Count was 729 with 163 A&M students.
IMPACT RETREAT NIGHT/TAKG (ACU) – Sun. 9/1 Kids Zone (NW Corner): Inflatable, Face Painting, Balloon Animals, and Photo Booth. FREE Popcorn for the first 100 kids. Ticket Promotions: o TAKG: Purchase 1 adult GA ticket, get up to 4 kids in for free. (62 Tickets) o IMPACT Night– $3 admission for IMPACT students/staff without Sports Pass (50 Tickets) Pregame Giveaway: Maroon adidas t-shirts (100) Halftime (5:00): The Pool Guy Dizzy Noodle Race, Whataburger WhataKick, and Welcome Back Tunnel. Postgame Programming: Team Autographs, Pepsi Zero Shut-Out Distribution (Achieved). Distribution by TAMV. Postgame Giveaway: Team Posters, Season Giveaway Schedule Weather: Temperature 94 degrees; NE 8 mph Wind; Fair Total Announced Attendance: 2137. Drop Count was 878 with 133 A&M students.
FISH CAMP NIGHT (Ohio State) – Fri. 9/6 Gameday Sponsor: American Campus Communities (ACC) Fish Camp Night - FREE Admission for all Fish Campers in attendance. (1274 Students in Attendance, 124 No Sports Pass) Pregame Giveaway: ACC on-site activation giving away 800 branded sunglasses and 50 branded tank tops, CC Creations on-site activation with mini scarf giveaway for students who register for their email list (TAMV) Pregame Programming: Recognition of Fish Camp Leadership, Live Anthem – Brittany Macy Halftime (5:00): ACC Tug of War, Pool Guy Dizzy Noodle Race, Whataburger Fry Shuffle, and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (Achieved). Distribution by TAMV. Postgame Giveaways: Team Posters, Season Giveaway Schedule. Weather: Temperature 91 degrees; SSE 5 mph Wind; Fair Total Announced Attendance: 3048. Drop Count was 1838 with 1274 A&M students.
A&M FACULTY/STAFF APPRECIATION/TAKG/VUVUZELAS (Brown) – Sun. 9/8 Kids Zone (NW Corner): Inflatable, Face Painting, Balloon Animals, Photo Booth and free popcorn for the first 100 kids. Ticket Promotions: o A&M Faculty/Staff Appreciation – 2 FREE tickets for all A&M Faculty & Staff in advance or gameday. Additional tickets $3 each. (222 Comp Tickets, 19 Purchased - $57 in Revenue) o TAKG: Purchase 1 adult GA ticket, get up to 4 kids in for free. (18 Tickets) Pregame Giveaways: A&M Soccer Vuvuzelas (500) Halftime (5:00): Pool Guy Human Ring Toss, Whataburger Lucky Row, and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (Achieved). Distribution by TAMV. Postgame Giveaway: Team Posters. Weather: Temperature 96 degrees; SSE 13 mph Wind; Fair Total Announced Attendance: 1995. Drop Count was 529 with 69 A&M students.
NATIONAL HISPANIC HERITAGE MONTH/TAKG (UNLV) – Sun. 9/15 Kids Zone (NW Corner): Inflatable, Face Painting, Balloon Animals, Photo Booth and free popcorn for the first 100 kids. TAKG: Purchase 1 adult GA ticket, get up to 4 kids in for free. (28 Tickets) Pregame Giveaway: Spanish Home of the 12th Man Bang-a-Banners (500) Pregame Programming: Live Anthem – Aggie Band Bugler Halftime (5:00): The Pool Guy Human Ring Toss, Whataburger Lucky Row, Rudy’s Bottle Race and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (Achieved). Distribution by TAMV. Postgame Giveaway: Team Posters Weather: Temperature 92 degrees; SE 6 mph Wind; Partly Cloudy Total Announced Attendance: 1757. Drop Count was 471 with 63 A&M students.
MILITARY APPRECIATION/TAKG (UTRGV) – Sun. 9/22 Kids Zone (NW Corner): Inflatable, Face Painting, Balloon Animals, Photo Booth and free popcorn for the first 100 kids. Ticket Promotions: o Military & First Responders Appreciation: 2 FREE tickets for active and retired military & first responder personnel in advance and on gameday. Additional tickets $3 each. (88 Comp Tickets, 6 Purchased) o TAKG: Purchase 1 adult GA ticket, get up to 4 kids in for free. (18 Tickets) Group: Sports 4 Kids (70 Tickets) Pregame Giveaway: adidas Patriotic A&M Logo Shirts (100) Pregame Programming: Military Thank You, Live Anthem – Aggie Band Bugler Halftime (5:00): The Pool Guy Dizzy Noodle Race, Whataburger Fry Shuffle and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (Achieved). Distribution by TAMV. Postgame Giveaway: Team Posters. Weather: Temperature 88 degrees; ESE 14 mph Wind; Fair Total Announced Attendance: 1979. Drop Count was 580 with 119 A&M students.
TURN IT GOLD (Kentucky) – Thu. 9/26 Ticket Promotions: o Turn it Gold: $3 admission at the gate if you wear gold to the game in support of childhood cancer awareness. Free admission for attending survivors who register with group. Team’s non-profit initiative awareness game. (22 Tickets) o B/CS Appreciation Night: Bryan/College Station residents with valid I.D. (i.e. driver’s license) can purchase GA tickets at the group rate price ($3) at the ticket window on the day of the match. (11 Tickets - $33 in Revenue) Pregame Giveaway: Aggie Soccer Scarves for the first 500 fans wearing GOLD. Turn it Gold shirts sold for $10 each at the Ellis Field entry points. (Sold out of shirts). Pregame Programming: Live Anthem – Aggie Band Bugler Halftime (5:00): Turn it Gold Recognition, The Pool Guy Tire Run, Whataburger WhataKick, Tiff’s Treats Warm Cookies and Welcome Back Tunnel. Postgame Programming: Large check presentation to Turn it Gold, Pepsi Zero Shut-Out Distribution (NOT MET). Postgame Giveaway: Team Poster. Weather: Temperature 91 degrees; SSE 8 mph Wind; Fair Total Announced Attendance: 1795. Drop Count was 520 with 121 A&M students.
DADDY & DAUGHTER NIGHT (Alabama) – Thu. 10/10 Ticket Promotions: o Daddy Daughter Night: $12 Package that includes two tickets (Dad & Daughter) and a $12 concessions voucher. Additional tickets are $3 each. (156 Tickets - $468 in Revenue) o B/CS Appreciation Night: Bryan/College Station residents with valid I.D. (i.e. driver’s license) can purchase GA tickets at the group rate price ($3) at the ticket window on the day of the match. (58 Tickets - $174 in Revenue) Levy (Concessions): $12 DDN Concessions Voucher included in ticket deal. (55 Vouchers) Pregame Giveaway: A&M Hair Scrunchies (250) Pregame Programming: Live Anthem – Aggie Band Bugler Halftime (5:00): Pool Guy Human Ring Toss, Whataburger Fry Shuffle, Rudy’s Bottle Race, Tiff’s Treats Warm Cookie Delivery and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (NOT MET). Weather: Temperature 93 degrees; SSE 15 mph Wind; Fair Total Announced Attendance: 2226. Drop Count was 656 with 179 A&M students.
STUDENT PRIZE NIGHT/VUVZELAS (Arkansas) – Fri. 10/18 Pregame Giveaways: A&M Soccer Vuvuzelas (500), Students in attendance can win prizes throughout the match via ‘enter to win’ drawings including an Apple Watch, TV, PS4, and adidas gear. Levy (Concessions): $1 hot dogs all match long. Pregame Programming: Live Anthem – Aggie Band Bugler Halftime (5:00): The Pool Guy Tire Run, Rudy’s Bottle Race, Whataburger Whatakick, Tiff’s Treats Warm Cookie Delivery. Postgame Programming: Pepsi Zero Shut-Out Distribution (NOT MET). Weather: Temperature 74 degrees; E 7 mph Wind; Fair Total Announced Attendance: 2485. Drop Count was 1191 with 367 A&M students.
MEDICAL PERSONNEL APPRECIATION/TAKG (Missouri) – Sun. 10/27 Kids Zone (NW Corner): Inflatable, Face Painting, Balloon Animals, Photo Booth and free popcorn for the first 100 kids. Ticket Promotions: o Medical Personnel Appreciation: 2 FREE tickets for all active medical personnel in advance and on game day. Additional $3 GA tickets at time of purchase. (55 Comp Tickets, 4 Purchased) o TAKG: Purchase 1 adult GA ticket, get up to 4 kids in for free. (158 Tickets) AGGIES CAN Collections: SAAC located at the entrances collecting canned food & monetary donations for their annual AGGIES CAN campaign. Pregame Giveaway: adidas Khaki Bucket Hats (150) Pregame Programming: Live Anthem – Aggie Band Bugler. Halftime (5:00): The Pool Guy Dizzy Noodle Race, Whataburger Lucky Row and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (NOT MET). Weather: Temperature 78 degrees; SE 7 mph Wind; Fair Total Announced Attendance: 2873. Drop Count was 1430 with 178 A&M students.
TRICK OR TREAT WITH THE AGGIES/SENIOR NIGHT (Ole Miss) – Thu. 10/31 Ticket Promotions: o Trick-or-Treat with Aggie Soccer: FREE admission for kids in costume (game day only). Masks & weapons were not allowed. (11 Tickets) o B/CS Appreciation Night: Bryan/College Station residents with valid I.D. (i.e. driver’s license) can purchase GA tickets at the group rate price ($3) at the ticket window on the day of the match. (4 Tickets - $12 in Revenue) Trick-or-Treat with Aggie Soccer: o FREE candy for kids located at certain spots around Ellis Field. o Appearance by Sully the Equestrian Team Mini Horse. Meet & photo opportunity available at the Northwest corner of Ellis Field from 5:30 – 6:30 p.m. o Face painting & animal balloons for kids in the Northwest corner of Ellis Field. Pregame Programming: Senior Night Ceremony, Live Anthem – Aggie Band Bugler Halftime (5:00): Senior Night 12MP Video, Tiff’s Treats Warm Cookie Delivery, Whataburger Fry Shuffle, Pool Guy Dizzy Noodle Race, and Welcome Back Tunnel. Postgame Programming: Pepsi Zero Shut-Out Distribution (NOT MET). Weather: Temperature 48 degrees; NNW 6 mph Wind; Fair Total Announced Attendance: 1765. Drop Count was 455 with 117 A&M students.
ADVERTISING PLAN
OUTDOOR Yard Signs -15 Soccer Match Day yard signs were placed out around Ellis Field and the surrounding areas the night before each match. (Alphagraphics)
PRINT Collateral o Soccer/Volleyball Season Tickets on Sale Now 4x6 Postcards. (1,000 ordered 4/15 from GotPrint) o Soccer/Volleyball TAKG 2x5.5 Cards. (2,500 ordered 7/1 from GotPrint) o Season Giveaway Schedule 4x6 Postcard (2,500 ordered 7/23 from GotPrint) o Soccer/Volleyball Student Promotions 4x6 Postcards. (100 ordered 10/7 from Copy Corner for 10/10 match promotion, 100 ordered 10/15 from Copy Corner for 10/18 match promotion, 100 ordered 10/28 from Copy Corner for 10/31 match promotion) Print Ad - 10.5” x 10” Soccer Season Schedule/TAKG Spanish (8.30) Promotion in La Voz.
RADIO TAMV Unwired Inventory (Non-Paid) o (Thu. 8/29 – Sat. 10/26) | Soccer & Volleyball TAKG Matches Join Aggie Soccer & Aggie Volleyball for Sunday Funday this Fall. For all Sunday A&M Soccer & Volleyball matches this season - Take a Kid to the Game - buy one adult ticket at full price and bring up to 4 kids to the game for FREE. Offer available in-person on gameday. Come early and enjoy the pregame KIDS ZONE with FREE inflatable fun, face painting, & more. Visit 12th man dot com slash promotions for A&M Soccer & Volleyball Sunday Funday dates and details. o (Sun. 9/1 – Sat. 9/21) | UTRGV Match Promo (Military Appreciation) Aggie Soccer is thanking all military personnel and first responders for their service by offering FREE Military & First Responder Appreciation tickets to their match on Sunday, September 22. Visit 12th Man dot com slash military to reserve your free military & first responder appreciation tickets in advance. See you at Ellis Field on Sunday, September 22 for the Aggie Soccer Military & First Responder Appreciation match. o (Mon. 9/9 – Wed. 9/25) | Kentucky Match Promo (Turn It Gold Match) Fans, be part of the best atmosphere in college soccer at Ellis Field as your Aggie Soccer team takes on the Kentucky Wildcats on Thursday, September 26 at 6:30 p.m. It’s their annual Turn it Gold match. If you are a pediatric cancer survivor or currently undergoing treatment, you can receive two free tickets to the match. Or show your support and WEAR GOLD to get in for $3. Visit 12th man dot com slash promotions for details. See you at Ellis Field as Aggie Soccer ‘turns it gold’ for pediatric cancer awareness on Thursday, September 26. o (Sun. 9/22 – Tue. 10/8) | Alabama Match Promo (Daddy & Daughter Night) Howdy Ags! Texas A&M Soccer hosts Alabama for Daddy & Daughter Night at Ellis Field on Thursday, October 10 at 6:30 p.m. Enjoy affordable, family-friendly entertainment with the Daddy Daughter Night Package that includes 2 game tickets AND a concessions voucher for just $12! Tickets are only available until Tuesday, October 8. Experience the SEC Soccer excitement at Ellis Field and buy the Daddy
& Daughter Night package TODAY at 12th man dot com slash promotions. All family compositions welcome. Aggie Soccer Hour Radio Show at Rudy’s BBQ from 7-8 p.m. o Tuesday 8/20 o Tuesday 8/27 o Tuesday 9/3 o Tuesday 9/10 o Tuesday 9/17 o Tuesday 9/24 o Tuesday 10/1 o Tuesday 10/8 o Tuesday 10/15 o Tuesday 10/22 o Tuesday 10/29 o Tuesday 11/12 DIGITAL Paciolan Digital Marketing Media Buy (Social Media, Digital Ads, Search) o A&M Soccer 2019 Season Tickets - $2,500 Budget on Social & Display (Mon. 7/1 - Wed. 7/31) – A/B Testing between 3 different Ad sets – Generic graphic (English & Spanish), Student/Crowd photo, Family Centric photo . (Generic Graphic) Posted from Texas A&M Soccer - New Season. Same Prices. Buy your season tickets today! #GigEm #12thMan Title: Texas A&M Soccer Season Tickets Link Description: Purchase your Aggie Soccer Season Tickets Today . (Student/Crowd Photo) Posted from Texas A&M Soccer - Be part of the best atmosphere in college soccer at Ellis Field this season Buy your season tickets today! #GigEm #12thMan Title: Texas A&M Soccer Season Tickets Link Description: Purchase your Aggie Soccer Season Tickets Today . (Family Centric Photo) Posted from Texas A&M Soccer - The ⚽ season is right around the corner Purchase season tickets for the entire family today! #GigEm #12thMan Title: Texas A&M Soccer Season Tickets Link Description: Purchase your Aggie Soccer Season Tickets Today o Campaign Results . Display Ads - $3.12 Return on Ad Spend, $870 Total Media Spend, 616,377 Total Impressions, $2,716 Total Revenue, 183 Total Clicks, 94 Total Conversions . Social Ads - $10.79 Return on Ad Spend, $1,305 Total Media Spend, 79,059 Total Impressions, $14,071 Total Revenue, 484 Total Clicks, 145 Total Conversions
Internal TEXAS A&M Online Promotion o 12thMan.com . Season Ticket Banners (Thurs. 6/6 – Sun. 9/1) . Match Preview Release before each match o 12thManFoundation.com Ticket Index Page
HTML Marketing o Weekly Updates including upcoming promotions and upcoming schedule of events were sent to JAC members throughout the season. o Texas A&M Athletics Weekly Update Large Ad Space (600 x 350 px) . https://files.12thman.com/enews/190620.html - Season Tickets (Thurs. 6/20) . https://files.12thman.com/enews/190801.html - Season Tickets (Thurs. 8/1) . https://files.12thman.com/enews/190815.html - SEC poll, Season Tickets (Thurs. 8/15) . https://files.12thman.com/enews/190822.html - Free Football Friday, Season Tickets (Thurs. 8/22) . https://files.12thman.com/enews/190828.html - Single Match Promo for Weekend (Wed. 8/28) . https://files.12thman.com/enews/190905.html - Single Match Promo for Weekend (Thurs. 9/5) . http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%405tsZklQw%2BbMl6a9J%2BTxTstZjQjhDkzCeehQvwUmIPJk %3D – Military Appreciation (Thurs. 9/12) . https://files.12thman.com/enews/190919.html - Turn it Gold (Thurs. 9/19) . https://files.12thman.com/enews/190926.html - Daddy & Daughter Night (Thurs. 9/26) . https://files.12thman.com/enews/191017.html - Medical Personnel Appreciation (Thurs. 10/17) . https://files.12thman.com/enews/191024.html - Trick-or-Treat with Aggie Soccer (Thurs. 10/24) . https://files.12thman.com/enews/191114.html - NCAA Match (Thurs. 11/14)
o Texas A&M Athletics Weekly Update Small Ad Space (600 x 74 px) . https://files.12thman.com/enews/190703.html - Season Tickets (Wed. 7/3) . https://files.12thman.com/enews/190718.html - Season Tickets (Thurs. 7/18) . https://files.12thman.com/enews/190808.html - Season Tickets (Thurs. 8/8) . https://files.12thman.com/enews/190919.html - Military Appreciation (Thurs. 9/19) . https://files.12thman.com/enews/190926.html - Turn it Gold (Thurs. 9/26) . https://files.12thman.com/enews/191003.html - Daddy & Daughter Night (Thurs. 10/3)
o Ticket Buyers/Students (12th Man Foundation / Athletics) . Season Tickets on Sale Now (Past Single Game Buyers) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40BufV6kWqZtjUd5Jk2fy3o0G0FeRX%2BHJGzIBuo58G%2Fnw %3D (Mon. 8/12) Email Results: Sent to: 5,406, Distinct opens: 1,288, Sum of opens: 1,822, Distinct clicks: 199, Sum of clicks: 147 . Sports Pass Promotion (Non-Sports Pass Students) - http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40TsYm9dPIL4VoK3l0rUNHF7VoXB9WqK58bc65NMrf%2BpI% 3D (Wed. 8/14) . Soccer Preseason Email (Season Ticket Holders) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40FrUt8rAAtqEhoYZzEZHCSAwfnvjf%2F%2FhCRXkCH1gQAM U%3D (Wed. 8/28) . Military Appreciation (1200 past Military buyers) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%407WD%2BBGndK%2BJ8XeF9rl704H6sykOP71HNLPhD3KV2 6is%3D (Wed. 9/11) . Turn it Gold Info (Season Ticket Holders) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40vPWcSJQcX5a%2FZGqJI0BFWdrOeiZfdzEl10sUxySFH3o% 3D (Thur. 9/12) . Daddy & Daughter Info (Past buyers of promotions) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40OyWScDe%2FDHZOuoKawXth%2BnDo7%2BO%2FpqB19A L5D36ZuzY%3D (Mon. 9/23) . 10.18 Student Promotions (Sports Pass Holders) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40cVO4RDonXVbrMEL%2B8IRcvtQsFDX05qTalciCoZMG6bE %3D (Wed. 10/16) . NCAA First Round vs Texas (Single Game Buyers from past 3 seasons) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40kARYCQgVUw%2FNn9RHFAChvbAiQ0H2KpZfwz%2FRFsD 7hJc%3D (Tue. 11.12) . NCAA First Round vs Texas (All Students) http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40%2FtQf95q6qG3bth2D1EJRnIZH3603%2Fb8s44Mj8W46vf8 %3D (Wed. 11/13)
o TAMU Bulkmail Email (University Faculty & Staff) . Faculty & Staff Appreciation 10/13 Match (Fri. 8/23) . Football Free Friday 9/13 Match (Tue. 8/27) . Faculty & Staff Appreciation 10/13 Match (Mon. 9/9) . Faculty & Staff Appreciation 10/13 Match (Tue. 10/1)
Digital Screens (Kyle Field North Street Furniture) - Promotion of each match via a display each game week throughout the season.
SOCIAL MEDIA PAID /AGGIESOCCER FACEBOOK BOOSTS (11,530 followers) o Military Appreciation (9/3 – 9/21, $500 Budget) As a thank you to the brave men and women who put their life on the line to serve our country, The Texas A&M Soccer team would like to invite all veterans and active duty & retired military personnel & first responders to claim two FREE tickets to the match at Ellis Field on Sunday, September 22 at 6 pm. Click on the ticket link to reserve your 2 FREE tickets TODAY! Boost Results – 34,428 Total Reach, 378 Link Clicks, 64 Post Shares, 14 Post Comments, 207 Post Reactions o Turn it Gold (9/9 – 9/25, $500 Budget) Join Aggie Soccer in the Turn it Gold movement to kick pediatric cancer as they open home SEC play versus Kentucky on 9/26 at 6:30 pm. For more info on how to donate and purchase tickets visit the link below. Be brave. Be bold. Turn it gold. Boost Results – 38,992 Total Reach, 342 Link Clicks, 2 Post Shares, 3 Post Comments, 123 Post Reactions o Daddy & Daughter Night (9/27 – 10/8, $500 Budget) Join Aggie Soccer for Daddy & Daughter Night! The $12 Package includes two tickets (Dad & Daughter) and a $12 concessions voucher. Additional tickets $3 each. All Family compositions welcomed. To access the package use promo code FAMILY. Boost Results – 60,928 Total Reach, 1,049 Link Clicks, 36 Post Shares, 61 Post Comments, 179 Post Reactions o Medical Personnel Appreciation (10/11 – 10/26, $500 Budget) As a THANK YOU to all local medical personnel A&M Soccer is offering two FREE tickets for all active and retired medical personnel in advance and on gameday. Additional tickets $3 each. Boost Results – 33,368 Total Reach, 320 Link Clicks, 15 Post Shares, 6 Post Comments, 102 Post Reactions o TAMU Student Prize Giveaways (10/15 – 10/18, $500 Budget) @Texas A&M University STUDENTS Come out to Ellis Field THIS Friday (10/18) and be entered for a chance to win a , , ⌚ and more‼️ Also - will only be a $1 all match long #GigEm Boost Results – 37,400 Total Reach, 180 Link Clicks, 57 Post Shares, 54 Post Comments, 671 Post Reactions o Trick-or-Treat with Aggie Soccer (10/21 – 10/31, $500 Budget) Trick-or-Treat with the Aggies before the Halloween match to close out the home regular season! Families - bring the kids out in costume for FREE admission. Candy and face painting will be available for all kids in attendance. Costumes that include masks or weapons will not be allowed. More info – 12thMan.com/Promotions. Boost Results – 22,083 Total Reach, 312 Link Clicks, 20 Post Shares, 6 Post Comments, 114 Post Reactions
NON-PAID SOCIAL MEDIA o Organic posts (Non-Boosted) were scheduled throughout the season on sport specific and 12th Man social media channels based on the weekly social media communication meetings with soccer team reps, Athletics Communications, Digital Media, & Marketing. . @12thMan Instagram (130,000 followers) . @12thMan Twitter (123,300 followers) . /AggieAthletics Facebook (240,576 followers) . @AggieSoccer Twitter (17,100 followers) . /AggieSoccer Facebook (11,804 followers)
SNAPCHAT o Match Day Filters (8/30, 9/1, 9/6, 9/8, 9/15, 9/22, 9/26, 10/10, 10/18, 10/27, 10/32).
OUTREACH Student Marketing ‘Street Team’ Efforts – Out on campus week of events and on match day to promote Aggie Soccer on-campus and generate excitement for students to attend the matches. o Ice Cream Carnival (Howdy Week), photo booth w/fall sport posters (Wed. 8/21) o Football Ticket Pull, flyers w/fall sport posters (Mon. 8/26) o Match Week Promotion, flyers w/wrist lanyards (Mon. 8/26) o Match Week Promotion, flyers w/tumblers at the REC (Mon. 8/26) o Football Ticket Pull, flyers w/fall sport posters, doughnuts (Tue. 8/27) o Match Week Promotion, flyers on water bottles at the REC (Tue. 8/27) o Football Ticket Pull, flyers w/fall sport posters, breakfast tacos (Wed. 8/28) o Match Week Promotion, flyers w/wrist lanyards roaming on campus (Wed. 8/28) o Match Week Promotion, flyers (Fish Camp Reminder) w/wrist lanyards mobile (Wed. 9/4) o Match Week Promotion, flyers w/wrist lanyards mobile (Wed. 9/11) o Match Week Promotion, flyers w/wristbands and patriotic shirt example mobile (Thurs. 9/19) o Turn it Gold Promotion, roaming Campus w/Tiff’s Treats (Wed. 9/25) o Match Week Promotion, flyers w/wrist lanyards (Wed. 10/9) o Match Week Promotion, flyers w/wristbands (Wed. 10/16) o Match Week Promotion, flyers w/stress balls & vuvuzelas (Thurs. 10/17) o Match Day Promotion, flyers w/doughnuts in the hot dog costume (Fri. 10/18) o Match Week Promotion, Halloween flyers/w candy mobile (Tue. 10/29) o Match Week Promotion, Halloween flyers/candy mobile (Wed. 10/30) o Match Day Promotion, match day signs w/candy mobile (Thurs. 10/31) Campus Events – GatherRing (Howdy Week) (Tue. 8/20) – Full team was in attendance, Grace Piper addressed the crowd of freshman students along with the full volleyball team and Athletics Director, Ross Bjork. Community Outreach Engagement o Soccer Posters/Promo materials at Downtown Bryan 1st Friday Events (8/2, 9/6, 10/4). o Trick or Treat at Werewolf Creek, College Station Halloween event at Wolf Pen Creek (Fri. 10/25)
OTHER Giveaways o 500 Maroon “Home of the 12th Man” Thunder Sticks (Fri. 8/30) o 100 Maroon Adidas A&M Shirts (Sun. 9/1) o 500 White A&M Soccer Vuvuzelas (Sun. 9/8) o 500 Spanish “Home of the 12th Man” Bang-a-Banners (Sun. 9/15) o 100 Adidas Patriotic Shirts (Sun. 9/22) o 500 “Home of the 12th Man” Soccer Scarfs (MUST be in Gold to receive) (Thurs. 9/26) o 250 A&M Hair Scrunchies (Thurs. 10/10) o Student Enter to Win (TV, Xbox, PS4, Apple Watch) (Fri. 10/18) o 150 Adidas Khaki Bucket Hats (Sun. 10/27) o A&M Buckets and Candy Trick-or-Treat (Thurs. 10/31) Cross-promotion at other home events o Next game PA reads at home Football games. o Next game Ribbons and Videoboard Wings at home Football games. o Next Match info at volleyball home events
CONTACT INFORMATION
Tim Michl (Main Marketing POC) Phone: 979-862-5430 Email: [email protected]
Jeff Toole (Sport Administrator) Phone: 979-862-5415 Email: [email protected]
Curt Magnuson, Director of Soccer Operations Phone: 979-458-3884 Email: [email protected]
Erin Jones, Director of Event Management Phone: 979-458-3997 Email: [email protected]
Thomas Dick, Assistant Director, Athletics Communications Phone: 979-862-5486 Email: [email protected]
Tyler Honeycutt, Broadcast Producer/Editor Phone: 979-862-5437 Email: [email protected]
Robert Sandoval, Production Assistant (No Longer with A&M) Phone: 979-862-5437 Email: [email protected]
Craig Bisacre, Director of Photography Phone: N/A Email: [email protected]
Cody Allen, Director of Ticket Systems (12th Man Foundation) Phone: 979-260-7596 Email: [email protected]
Dillon Parkhill, Texas A&M Ventures Phone: (979) 315-7885 Email: [email protected]
Keith Shepherd, Senior Concessions Manager Phone: 979-862-6401 Email: [email protected]
Kristy Williams, Assistant Athletics Director for Marketing Phone: 979-862-5431 Email: [email protected]
Andy Richardson, Assistant Athletic Director for 12th Man Productions Phone: 979-862-5444 Email: [email protected]
Matt Simon, Director of Digital Media Phone: 979-862-5451 Email: [email protected]
Carole Dollins, Senior Vice President of Ticketing (12th Man Foundation) Phone: 979-260-7986 Email: [email protected]
Kyle Pope, Program Manager for Marketing & Communications Phone: 979-862-3366 Email: [email protected]
Krista Smith, Manager of Digital Marketing & Social Media for Marketing & Communications Phone: 979-845-4645 Email: [email protected]
Ross Hales, CC Creations Phone: 979-693-9664 Email: [email protected]
Clayton Seno, BWM Global Phone: 847-7785-1355 Email: [email protected]
BUDGET
FY2020 - SOCCER BUDGET Actual Item Campaign/Event NOTES Expense Advertising FY2019 Charge ($50.52) split w/VB; Qty. PRINT: Season Tickets Postcard Soccer & Volleyball Season 1000; Color 4" X 6", Regular print & 0.00 (GotPrint.com) Tickets On Sale Now delivery for Coach's Nights & Community Outreach FY2019 Charge ($5,000) split w/VB. Digital Advertising (Paciolan) 0.00 2019 Season Tickets Display, Search, Social Media Buy. Display, Search, Social Media Buy. Digital Advertising (Paciolan) 2,500.00 2020-21 Season Tickets $5,000 Split w/VB Print Ad (La Voz - Spanish) 156.00 2019 Season Schedule SOCIAL: Facebook 500.00 Military Appreciation FB Event Boosted - 9/3-9/22 UTRGV SOCIAL: Facebook 500.00 Turn it Gold FB Event Boosted - 9/9-9/25 Kentucky SOCIAL: Facebook 500.00 Daddy & Daughter Night FB Event Boosted - 9/27-10/8 Bama SOCIAL: Facebook 500.00 Student Raffle FB Post Boosted - 10/15-10/18 U Ark SOCIAL: Facebook 500.00 Medical Personnel FB Event Boosted - 10/11-10/26 Mizzou FB Event Boosted - 10/21-10/31 Ole SOCIAL: Facebook 500.00 Trick or Treat w/Aggies Miss SOCIAL: Gameday Snapchat Filters 200.99 Gameday, In-Venue Match Dates - 9/6,9/8,9/15,9/22, 9/26 Sport Advertising Total 5,856.99
Promotional Items FY2019 Charge ($1,825). BWM Global Aggie Soccer Scarves 0.00 9/26 Turn it Gold Match Inc.; 500 items FY2019 Charge ($2,700). BWM Global Aggie Soccer Vuvuzelas 0.00 9/8 & 10/18 Match Inc.; 1000 White Vuvuzelas Texas A&M Soccer | Home of the 12th Man FY2019 Charge ($600). BWM Global Inc.; 0.00 8/30 Match Thundersticks 500 maroon thunderstick pairs total Spanish Home of the 12th Man Bang-a- FY2019 Charge ($750). BWM Global Inc.; 0.00 9/15 Match Banners 500 total FY2019 Charge ($625 total split w/VB). A&M Hair Scrunchies 0.00 10/10 Match BWM Global Inc.; 500 total, 250 for Soccer Giant Fake Check 37.71 9/26 Turn it Gold Match Amazon; 1 Check to write on Student Raffle Items 836.94 10/18 Match Wal-Mart; Items TBD Trick or Treat w/the Aggies Candy 125.00 10/31 Match Wal-Mart; Items TBD 2020 Soccer Specific Match Giveaways 5,000.00 Items TBD Promotional Items Total 5,999.65
Printing Services Copy Corner; 3,000 split w/VB; 352.50 Halloween Flyers 162.50 total Printing Services Total 162.50
Professional Services All Sunday games - 9/22 9/1, 9/8, 9/15(Missed), 9/22 (FREE), Face Painting & Balloon Animals-Matilda 493.33 Free due to missed date 10/27, 10/31 Professional Services Total 493.33 GRAND TOTAL $12,512.47
COMMUNICATION TIMELINE
APRIL 2019 PHOTOSHOOT: Handcock Photoshoot for season (Mon. 4/22) MAY 2019 EVENT: Ft Worth & Tarrant County A&M Club Coach’s Night (Season Ticket Info Presented) (Mon. 5/6) EVENT: Brazos County A&M Club Coach’s Night (Season Ticket Info Presented) (Mon. 5/13) MEETING: External Ops Meeting (Tue. 5/14) MEETING: Call with Brenna Doran from STYSA about 9/8 Brown Match (Thu. 5/16) RELEASE: Aggies Unveil 2019 Schedule (Wed. 5/22) EVENT: Transfer New Student Conferences Begin (Kyle Field; Thu. 5/23) GIVEAWAY ORDERED: Military Appreciation Adidas Shirts (Fri. 5/24) MEETING: External Ops Meeting (Tue. 5/28) EVENT: Freshmen New Student Conferences Begin (Kyle Field; Wed. 5/29) EVENT: San Antonio A&M Club Coach’s Night (Season Ticket Info Presented) (Thu. 5/30) CALL: Turn it Gold Planning (Thu. 5/30) MEETING: 2018 Recap/2019 Ideas/Planning w/Coach and Ventures (Thu. 5/30) EVENT: Capital City A&M Club Coach’s Night (Season Ticket Info Presented) (Fri. 5/31) JUNE 2019 TICKETS: 2019 Soccer Season Tickets go Live (Thu. 6/6) RELEASE: Season Ticket Renewals Underway for Texas A&M Basketball, Soccer & Volleyball (Tue. 6/11) EMAIL: Reached out to Corps about fall event dates (Mon. 6/17) EVENT: Dallas A&M Club Coach’s Night (Season Ticket Info Presented) (Tue. 6/18) EVENT: Houston A&M Club Coach’s Night (Season Ticket Info Presented) (Wed. 6/19) TICKET PROMOTIONS: proposal approved by senior staff, sent to ticket office to build (Mon. 6/24) PROMO SCHEDULE: Email sent to Soccer External Team about updated/approved promo schedule (Fri. 6/28) JULY 2019 MEETING: Promotion Schedule Discussion with Coach G & Curt (Mon. 7/29) TICKETS: 2019 Single Game Tickets go Live (Tue. 7/30) AUGUST 2019 MEETING: External Ops Meeting (Fri. 8/2) RELEASE: Aggies Ranked No. 12 in United Soccer Coaches Preseason Poll (Wed. 8/7) MEETING: External Ops Meeting (Tue. 8/13) EMAIL: Radio Show Talking Points (Tue. 8/13) RELEASE: Aggies Named Favorite in Preseason Coaches’ Poll (Tue. 8/13) EMAIL: Military/First Responder Info Email sent to Roy Shelton with CS PD. (Thurs. 8/22)
EMAIL: Military/First Responder Info Email sent to UPD. (Thurs. 8/22) RELEASE: Faculty/Staff Appreciation Ticket Offers Announced for Texas A&M Football, Soccer, and Volleyball (Fri. 8/23) MEETING: External Ops Meeting (Tue. 8/27) EMAIL: 8/27 Radio Show Talking Points (Tue. 8/27) HTML: STYSA Bulk Email about 9/8 vs Brown (Tue. 9/3) HTML: B/CS Appreciation to Local Community Contacts (Wed. 9/4) AD YELL: 9/15 Match detail inclusion in AD Newsletter (Thur. 9/12) MEETING: External Ops Meeting (Tue. 9/17) MEETING: External Ops Meeting (Tue. 9/24) SEPTEMBER 2019 MEETING: External Ops Meeting (Tue. 9/3) EMAIL: Radio Show Talking Points (Tue. 9/3) MEETING: External Ops Meeting (Tue. 9/10) EMAIL: Radio Show Talking Points (Tue. 9/10) MEETING: External Ops Meeting (Tue. 9/17) EMAIL: Radio Show Talking Points (Tue. 9/17) MEETING: External Ops Meeting (Tue. 9/24) EMAIL: Radio Show Talking Points (Tue. 9/24) OCTOBER 2019 MEETING: External Ops Meeting (Tue. 10/1) EMAIL: Radio Show Talking Points (Tue. 10/1) MEETING: External Ops Meeting (Tue. 10/8) EMAIL: Radio Show Talking Points (Tue. 10/8) MEETING: External Ops Meeting (Tue. 10/15) EMAIL: Radio Show Talking Points (Tue. 10/15) MEETING: External Ops Meeting (Tue. 10/22) EMAIL: Radio Show Talking Points (Tue. 10/22) MEETING: External Ops Meeting (Tue. 10/29) EMAIL: Radio Show Talking Points (Tue. 10/29) NOVEMBER 2019 MEETING: External Ops Meeting (Tue. 11/12)
POST-SEASON SUMMARY
FINAL ATTENDANCE
Average Announced Attendance: 2,187 Average Drop Count: 866
MARKETING IMPACT
ATTENDANCE/TARGET AUDIENCES Aggie Soccer ranked first in overall average attendance (2,187) in the SEC (2nd South Carolina - 1,940, 3rd Georgia - 1,078) and third in overall average attendance in the NCAA (2nd North Carolina - 2,384, 1st BYU - 2,945). Also of note, for our NCAA match vs Texas on 11/15 we had an announced attendance of 3,021 making it the second- largest crowd for an NCAA Tournament match at Ellis Field.
Looking at the attendance numbers this past season we unfortunately were unable to meet all of the goals set at the start of the season. Average attendance did drop 17% from last season, and we did drop from being number one in overall national average attendance – BYU drew an estimated 860 more fans per match in 2019 than in 2018 (moving from third to first), while 2nd ranked UNC who lost to 1st ranked Stanford in the Women’s College Cup championship match, increased their average attendance by 291% to finish second in overall average attendance instead of 62nd in 2018. Comparably, SEC opponent South Carolina dropped from second to fourth in overall NCAA average attendance with a 16% decrease.
With that said, there are still areas to continue to grow despite that overall, the 2019 A&M Soccer season was still successful on many fronts. Student attendance is always an area of great importance for the sake of the gameday atmosphere. In past seasons, the Fish Camp match offered the chance to expose thousands of incoming freshman to A&M Soccer and Ellis Field. Due to where the Fish Camp match landed on our schedule this season, being a week later in the semester and falling on the first away football weekend, caused the attendance to be down for that match (1,274 students compared to 2,327 last season). This theme of having things outside of our control affect attendance happened throughout the season. From more Thursday night home matches than in the past, a limited number of Friday night matches, and varied weather conditions throughout the season, caused some challenges that we had to work through. Looking at the non-student targeted ticket promotions that were featured this season the most successful over the entire season was our Take a Kid to the Game promotion. This promotion (purchase 1 adult GA ticket, get up to 4 kids in for free) is targeted to families in the community and brought in 284 kids over the season to our Sunday matches. The other promotion that had the most success was our A&M Faculty & Staff promotion (9/8) with 222 tickets claimed for the match.
FAN EXPERIENCE/PROMOTIONS Even with these challenges, I believe that it was a successful season as we created multiple incentives to come out to Ellis Field. We were able to create an entertaining fan atmosphere for both students and families alike with premium giveaways (vuvuzelas, soccer scarves, patriotic shirts, hair scrunchies); consistent Sunday Kids Zones and Take a Kid to the Match messaging (inflatable, face painting, free popcorn, photo booth); new and enhanced sponsor in-game inventory (Tiff’s Treats Warm Delivery, Whataburger promo variety, Rudy’s Bottle Races); along with many of the Aggie Soccer traditions that makes Ellis Field a special fan experience (kids intro walk-out, halftime on-field welcome back tunnel).
ADVERTISING New this season for soccer, we worked with our digital marketing partners to run a season ticket campaign. We saw positive results with this media buy. Display ads (geo-targeted ads placed on multiple websites whose cookies & consumer habits align with our desired audiences) brought in a $3.12 to $1 return on ad spend (ROAS), 616,377 total impressions (everyone that saw the ad), $2,716 total revenue, 183 total clicks, 94 total conversions (how many purchases occurred from clicking the ad) and social ads (ads placed on Facebook and served to targeted audiences) brought in a $10.79 to $1 return on ad spend (ROAS), 79,059 total impressions, $14,071 total revenue, 484 total clicks, & 145 total conversions. Along with the revenue generated from the soccer specific campaign, a total of $1,413 came from our football ticket campaigns we were running concurrently. Overall, as it comes to
advertising this season, we were able to come within $143 of spending the entire budget allotment for soccer advertising ($5,857), making it the most money we have spent on advertising in the last few seasons. Beyond the season ticket campaign media buy, other advertising avenues were used like Facebook targeted ad boosts and Spanish print ads within the local La Voz paper. No cost advertising avenues such as radio trade with Ventures, in- venue videoboard wings and ribbons at other fall events, on-campus student marketing and HTML marketing using data from 12MF past ticket sales, helped to supplement our paid advertising. With all of these methods, I believe we were able to reach many populations within the B/CS community along with A&M students on campus with our messaging and brand. Looking at the digital ads alone (Paciolan & Facebook targeted boosts) we were able to reach 790,396 impressions in total throughout the season. With these advertising strategies, together with our organic social campaigns, I am confident that fans saw our brand and knew about the matches and promotions.
RECOMMENDATIONS FOR 2020 Looking ahead to the 2020 season, the struggles that we encountered this past season will not be going away. The threats from season to season remain constant. Weather conditions in the fall can affect attendance for outdoor events (extreme heat, rain), and in some cases eliminate gameday programing, while scheduled matches conflict with many other fall events at A&M and in the local community for students and families. Additionally, Sunday matches conflict with the NFL, church and other family activities. With this, there will be the need to continue to build relationships with new groups on-campus including working alongside the Corps to try and get the Cadets back on board with attending athletic events. Along with building relationships we must also maintain those we have already made to help bring students to Ellis Field in multiple ways. The goal being if we can get fans out to Ellis Field for a match they enjoy the experience so much they want to come back and bring their friends. For the match fan experience side my hopes are that we can have a band (Hullaballoo band or TFTA band) perform at all of our matches. When we had the band in attendance this past season there was a noticeable difference in the energy of the match. Along with continuing the many great Ellis Field traditions and high quality fan giveaways I would like to explore adding a couple firework shows into the season. As it comes to advertising, my recommendation is to work with Paciolan again to promote season ticket sales along with possibly using their carousel ad feature to help push single match tickets as the season progresses. The goal being to get our ads and messaging in front of as many eyes as possible and to increase the total impressions number. I am confident that with our new 365 meeting structure we will be able to come together as a larger external team to create comprehensive goals for the upcoming season with the overall goal of growing and getting better in different ways season to season.
CREATIVE ASSETS
PRINT Yard Signs Take A Kid To the Game Card Season Ticket Postcards
La Voz Season Schedule/TAKG Ad (Fri. 8/30)
DIGITAL Website Banner and Ticket Index Page
Newsletter Ads
Football Video Wing Boards
Street Furniture
Snapchat
SOCIAL SAMPLES
APPENDIX A
DIGITAL 12thMan.com o Landing Page: www.12thMan.com/NCAASoccer o RELEASE: Aggies Earn Bid to 25th Consecutive NCAA Tournament, Host Texas Friday (Mon. 11/11) o Soccer Page Leaderboard 728 X 90 px ad (Mon. 11/11 – Fri. 11/15) o Main Page Leaderboard 728 X 90 px ad (Mon. 11/11 – Fri. 11/15) o RELEASE: MATCH PREVIEW: NCAA Tournament vs. Texas (Thu. 11/14) HTML Marketing o 12th Man Foundation (Season Ticket Holders & Donors) . HTML: NCAA First Round vs Texas http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40kARYCQgVUw%2FNn9RHFAChvbAiQ0H2KpZfwz%2FRFsD 7hJc%3D (Tue. 11.12)
o Junior Aggie Club Member Updates (Tue. 11/12)
o HTML: NCAA First Round vs Texas – Student HTML . http://texasamtracking.fan- one.com/nl/jsp/m.jsp?c=%40%2FtQf95q6qG3bth2D1EJRnIZH3603%2Fb8s44Mj8W46vf8 %3D (Wed. 11/13)
o Texas A&M Athletics Newsletter . https://files.12thman.com/enews/191114.html (Thu. 11/14)
Digital Screens (Kyle Field North Street Furniture)
PAID SOCIAL MEDIA BOOSTS (Facebook) 12th Man Athletics Social Media Outlets o @12thMan Facebook . NCAA Graphic (11/13-11/15, $150 Budget) @Texas A&M Soccer will host the Texas Longhorns THIS Friday, 11/15 at Ellis Field for the First Round of the NCAA Tournament❗️ Purchase your today - 12thMan.com/NCAATickets More info ➡️ 12thMan.com/NCAASoccer #NCAASoccer Boost Results – 4,426 Total Reach, 11 Link Clicks, 14 Post Shares, 14 Post Comments, 372 Post Reactions
A&M Soccer Social Media Outlets o /AggieSoccer Facebook . NCAA Match Event (11/12-11/15, $200 Budget) The Aggies start their 25th consecutive NCAA Championship Tournament run THIS FRIDAY vs the Longhorns. Students receive
FREE admission to the match thanks to the Aggie Soccer Club! Boost Results – 24,096 Total Reach, 288 Link Clicks, 11 Post Shares, 5 Post Comments, 138 Post Reactions
OTHER Cross-promotion at other home athletic events. On-Campus student marketing to increase awareness. Student Messaging - NCAA events held on the A&M campus are not included in Texas A&M Sports Passes, however, all current Texas A&M students will be admitted free of charge for Friday’s NCAA soccer match vs. Texas courtesy of the Aggie Soccer Club. Students will need to show their student ID at the ticket trailer outside the entrance to Ellis Field to claim their ticket.
NCAA Provided Funds o $150 (Advertising – Facebook Post Boost)
Texas A&M Provided Funds o $650 (Advertising – Facebook Event Boost, Yard Signs, Student Flyers)
Student Flyers
Yard Signs
DIGITAL
Street Furniture
Student HTML
Social Examples
Announced Attendance: 3021
Second-largest crowd for an NCAA Tournament match at Ellis Field, behind only the 2014 Elite Eight match against Penn State.