2015 Football Marketing Plan

Created by: Haley Cameron and Alex

Kolber

Research

Average 2012 Attendance Hughes Stadium-- 19,250

Average 2013 Attendance Hughes Stadium-- 18,600
Average 2014 Attendance Hughes Stadium-- 26,575
(24.5% increase from 2013).
Two sold-out games for the first time since 2004 season.
Max Capacity Hughes Stadium-- 32,500

2012 Home Game Results

9/8/12 vs. North Dakota State (L) -- 23567
9/22/12 vs. Utah State (L) -- 23374
10/6/12 vs. Fresno State (L) -- 25814
10/27/12 vs. Hawaii (W) -- 16573
11/10/12 vs. UNLV (W) -- 13887
11/24/12 vs. New Mexico (W) -- 12286

Average 2012 Attendance Hughes Stadium-- 19,250

2013 Home Game Results

9/14/13 vs. Cal Poly (W) -- 14146
9/28/13 vs. UTEP (W) -- 19517
10/12/13 vs. San Jose State (L) -- 26022
11/2/13 vs. Boise State (L) -- 21133
11/9/13 vs. Nevada (W) -- 15234
11/30/13 vs. Air Force (W) -- 15546

Average 2013 Attendance Hughes Stadium-- 18,600

2014 Home Game Results

9/3/14 vs. UC Davis (W) Orange Out -- 21202
10/4/14 vs. Tulsa (W)-- 25806
10/18/14 vs. Utah State (W)-- 32546
10/25/14 vs. Wyoming (W) Pink Out-- 32529
11/8/14 vs. Hawaii (W)-- 25236
11/22/14 vs. New Mexico (W) Senior Night-- 22135

Average 2014 Attendance Hughes Stadium-- 26,575

*(24.5% increase from 2013)
*Approximately 5,600 season tickets sold.

SWOT
Strengths:
*Increased attendance at games from 20132014.
*Increased overall record from 2012-2014.
*National media coverage because of
successful 2014 season.
*Nationally ranked players.

Weaknesses:
*Lack of support from students and
community.
*Lack of football culture in Northern Colorado
*Inconsistent fan support/attendance.
*Marketing to students.

Opportunities:
*New football head coach and staff.
*Increased support and attendance in 2014
can lead to growth in 2015 as well.
*New on campus stadium.

Threats:
*Loss of support from community members
due to new coaching staff.
*Loss of support from community members
due to new on-campus stadium.
*NFL/other college game day conflicts.
*Loss of 2014 star players.
*Perceived loss of momentum.

2015 Schedule
09/05/15 vs. Savannah State
*Ag Day/ Orange Out
09/12/15 vs. Minnesota
*Military Day
09/19/15 vs. Colorado
*Rocky Mountain Showdown
09/26/15 at UTSA
10/03/15 at Utah State
10/10/15 vs. Boise State
10/17/15 vs. Air Force
*Homecoming

10/31/15 vs. San Diego State

*Pink out
11/07/15 at Wyoming
11/14/15 vs. UNLV
*Senior Day
11/21/15 at New Mexico
11/28/15 at Fresno State
*Bold denotes home games

2015 Schedule

Season Tickets

Target demographic
*Adults 25-54 within 30 mile radius of CSU.
(Fort Collins, Greeley, Loveland, Windsor)

Goals/Objectives
Goals:
*Grow community support of Colorado State University Football program.
*Increase student and community attendance at all home football games.
*Establish recognizable brand and identity for CSU football program within
Fort Collins community.
Objectives:
*10% increase in season ticket sales (560 tickets)
*10% increase in home game attendance (Average attendance 29,232)
*15% increase in sponsorship revenue (TBD $$$)

Creative Concept

Rams PERSEVERE
#ramspersevere #persevere
Persevere was chosen as the overarching theme for the 2015 football season due to the past seasons
successes and numerous changes facing the program. After a 10-3 record and multiple sold out home
games for the first time since 2004, the Rams had a very successful 2014 season. After such success
Coach Jim McElwain left the Rams for the head coaching position at the University of Florida. With
the loss of Coach Mac and many other star seniors, Ram fans have showed concerns about the 2015
success of the team. The persevere campaign will be used to show and convince fans that even
through changes and tough times the Rams will PERSEVERE and continue their climb to the top.

Sponsorships

Raising Canes
Gallegos Sanitation
McDonalds
Poudre Valley Health
Humana
Interstate Batteries
Chippers Lanes

Promotions
Single games
Ag day, military day, pink out, etc.

Student groups
Greek life, club sports, honor societies.

Season ticket holders/Ram Club

Alumni
Homecoming game

Evaluation
Ticket counts and attendance tracked at all
home games.
Surveys given to community members before
and after football season.

GO RAMS!