Penn State Men’s Soccer
COMM 471
Fall 2011
Kayla Inserra
Ashley Hendrix
Sam Underwood
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KAS Public Relations
138 S. Atherton St.
State College, PA 16801
December 6, 2011
Mr. John Regenfuss, sports information director
101 Bryce Jordan Center
University Park, PA 16802
Dear Mr. Regenfuss:
KAS Public Relations sees a great opportunity to partner with Penn State Intercollegiate Athletics
and create one of the best home field environments in the country for Penn State men’s soccer
teams. KAS PR would cherish the opportunity to represent the men’s soccer team and develop a
strategic communication plan that matches the skill of student-athletes on the field.
Filing the stadium seats is the life of any athletic team. A packed stadium brings a powerful
energy that is hard to replicate. Filling these seats is a unique challenge that many firms do not
understand. KAS PR understands. We are a firm of young professionals with numerous years of
experience working with high powered college programs. Our experience partnered with our
fearless desire to create new and fresh campaigns that will engage our audience at unexpected
levels will allow us to deliver the best strategic plan for Penn State men’s soccer.
KAS PR also prides itself on in-depth research analysis. We look to go deep into the numbers and
draw unique insights from our research. In order to accomplish this, KAS PR will perform both
primary and secondary research to identify the best methods to fill the stadium’s seats. From the
research we will compose an in-depth situation and SWOT analysis, examining every part of the
men’s soccer team, the market, the audience and any other factors when it comes to filling seats.
From these insights, KAS PR will develop the best strategy to reach the target audience and put
them in Jeffrey Field for the 2012 season.
Once this strategy is developed, KAS PR will put its top-notch creative skills to work by
developing a unique set of tactics. These tactics will be put to the test by our own high standards
set forth in our goals and objectives. These measurable objectives will once again be developed in
our strategy and exhaustive research.
Finally, KAS PR will develop all the collaterals needed for the campaign during the 2012 season.
This will include posters, fact sheets, public service announcements, videos and other creative
tactics to engage the fans. We will also create the materials needed to gain publicity for the team.
This will include media plans, media advisories and news releases. We plan on using our strong
ties to the State College community to develop the best media placement for the men’s soccer
team.
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Ultimately, KAS PR wants to make Penn State men’s soccer team a powerful presence in the
Penn State community. We dream of a community that will rally around the soccer field the same
way the community rallies around the football stadium every fall Saturday. We dream of Jeffrey
Field packed with loud and rowdy students all game long. We dream of an atmosphere that no
five –star soccer recruit will ever turn down.
We are done dreaming.
KAS PR is ready to start building the foundation for this dream and turn Penn State men’s soccer
into a giant. We look forward to working with you in turning a dream into reality.
Sincerely,
KAS Public Relations
Kayla Inserra
Ashley Hendrix
Sam Underwood
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Executive Summary
For our strategic communication plan, our client is the Penn State men’s varsity soccer
team. Every year the team’s goal is to advance postseason to the Big Ten championship game and
onto the NCAA championship. Due to on field success in 2010, attendance had rose over 100
percent per game from previous years. For the first time since 2005 Penn State won the NCAA
championship defeating Old Dominion 4-1 at Jeffrey Field for the NCAA championship title
averaging approximately 1,842 fans per game. Since then attendance decreased during the 2011
season to an average of about 529 fans per game after the team finished with an average record of
9-9-4. A winning record should not have that large of an impact on student turnout at games.
Attending Penn State men’s soccer games is one of the best experiences on campus. Penn State
has some of the greatest facilities in the country and some of the strongest athletes. Publicizing
the true athleticism of these soccer players is the perfect marketing tool for KAS Public Relations.
According to John Regenfuss, the team’s Sports Information Director, the team has had an
extremely low attendance rate from the student body for multiple years with the exception of the
2010 season. After conducting our primary research we found that 76 percent of students
surveyed have never attended a men’s soccer game despite knowledge of the team’s existence.
Our survey indicated a major lack of attendance is primarily due to low awareness of the team’s
schedule. Of the students surveyed 46 percent were not aware of the date and times of games
demonstrating their low awareness of advertisements.
Scandalous, original and effective marketing strategies targeting the appropriate audience
are vital to our communication plan. Our main focus is predominantly Penn State freshman girls;
however, we will also target middle and high school girls between the ages of 14 and 18 who live
in Centre County and are interested in playing soccer. We want to communicate to our target
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audience that watching Penn State men’s soccer players on the field, win or lose, is an exciting
and amazing experience that demonstrates their true power, athleticism and strength.
Our SWOT analysis identifies many strengths and opportunities for the Penn State men’s
soccer team. The 2010 season proved a success in attendance demonstrating the potential of
motivating students to attend games. Along with attendance potential, fans can enjoy one of the
best facilities in the country, Jeffrey Field, honored as the 2006 “Collegiate Soccer Field of the
Year” by the SportsTurf Managers Association. Although Penn State soccer is not a popular
sporting event for students to watch, the increase in social media games and competitions by
engaging fans will encourage students to participate and attend games. After winning the NCAA
championship title in 2010 attendance has proven to be an imperative factor in collegiate athletics.
The goals of KAS Public Relations are to strategically motivate Penn State students to
attend men’s soccer games, to increase overall game attendance and to promote game day
awareness. We plan to create the “We Are Pure Athletes” campaign revealing nude pictures of
men’s soccer players around campus. After conducting our survey, 100 percent of students
identified soccer players with the term “athletic.” KAS Public Relations is looking to respond to
students by showing them the strength and athleticism that soccer players truly have through our
“We Are Pure Athletes” campaign. Along with this season long promotion, we plan to create
effective marketing strategies such as game day events, concerts and autograph sessions with the
players. This will instill confidence among students that men’s soccer games are an exciting
experience to be shared with friends. KAS Public Relations will go above and beyond previous
marketing promotions to employ a campaign that will shock Penn State students and expose the
men’s soccer team in an unconventional way thus revealing what pure athleticism looks like.
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Client Name
Penn State men’s soccer
Client Contact
John Regenfuss, Penn State men’s soccer
101 Bryce Jordan Center
University Park, PA 16802
814- 865-1757 (office)
814-876-0824 (cell)
jmr49@psu.edu
Client Problem
After discussing attendance with Sports Information Director John Regenfuss, it is apparent that
the men’s soccer team had excellent attendance during the 2010 season after winning the NCAA
national championship. Attendance rose to 1,842 fans per game during that season. However,
during the past 2011 season the average attendance dropped to about 529 fans per game
demonstrating a major decline in the men’s soccer fan base. KAS Public Relations will focus on
effective marketing strategies to reach the Penn State student body, specifically incoming
freshman girls, to increase attendance at men’s soccer games back to the numbers they had in
2010.
Agency Name and Logo
KAS Public Relations
Kayla Inserra
Ashley Hendrix
Sam Underwood
Agency President
Kayla Inserra
Meeting Time
Monday at 5 p.m.
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Table of Contents
Strategic Communication Plan ( 4-Step)
Introduction
Research Proposal
Survey
Research Results
Situation Analysis
SWOT Analysis
Statement of Problem
Message
Slogan
Goals
Objectives
Strategy
Target Audience
Target Media Plan
Tactics/Rationale
Budget/Timeline
Evaluation
Viral Marketing Strategic Plan
Media Kit
Pitch Letter
Fact Sheet
Bob Warming Bio
Media Advisory
Brochure
News Release
News Release
SEO News Release
Campaign Collaterals
Target Media Plan
Advertising Spot (Radio)
Advertising Spot(TV)
PSA(YouTube)
Social Media Updates
Billboard
Survey Tool
Letter of Appeal
Letter of Appeal
Feature Story
Advanced Elements
Calendar
Post Card
Assignment Sheet
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STRATEGIC
COMMUNICATION
PLAN
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Introduction
The Pennsylvania State men’s soccer team was established in 1911 under legendary Head
Coach, Bill Jeffrey, for whom Jeffrey Field is named. The team is currently playing its 101st
season under current Head Coach Bob Warming. Warming is in his second year of coaching at
Penn State replacing former Head Coach Walter Bahr who coached the team for 14 years.
Originally named the Intercollegiate Conference of Faculty Representatives, The Big Ten
Conference admitted Penn State as a member in 1991 joining Iowa, Illinois, Michigan, Michigan
State, Minnesota, Indiana, Wisconsin, Purdue, Northwestern and Ohio State. The Big Ten
Conference was created in 1986 and is the oldest Division I college athletic conference. The
conference recently expanded gaining the University of Nebraska in July 2011. After the
expansion, the Big Ten Conference split into two divisions: Legends and Leaders. Penn State is
currently part of the Leaders Division of the Big Ten Conference.
Penn State men’s soccer overall team record is 773-353-119 with a Big Ten record of 5746-10. The team has won 11 national championships and won the Big Ten tournament three
times.
Penn State men’s soccer operates under the Penn State athletics department mission of
success with honor. This means to provide full commitment to student-athletes and model
programs that encourage student-athletes to reach their highest potential on the field, in class and
at home. As the new Athletic Director of the Penn State Athletics Department, David Joyner
strives for excellence by offering student-athletes the opportunity to develop leadership and sports
like conduct within the educational and social environment.
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The men’s soccer team plays on Tuesdays, Wednesdays, Fridays and weekends in
University Park, Pennsylvania at Jeffrey Field located on the corner of University Drive and East
Park Avenue. Weekday games begin at 7 p.m. and weekend games begin at 2 p.m. Attendance to
every game is free for students and adults.
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Primary and Secondary Research Discussion
The role of primary and secondary research is particularly important to KAS Public Relations’
campaign for the men’s soccer team. KAS PR will aim to find the most effective way to research
the Penn State student body, specifically incoming freshman female students. During the 2011
men’s soccer season there was generally a low attendance rate among Penn State students. Our
research will help us understand why the attendance rate was so low and how incoming freshman
females can be targeted more efficiently. KAS PR will conduct a survey amongst a sample of
Penn State students both male and female in order to learn:

What percentages of Penn State students attend soccer games?

Why Penn State students either attend or do not attend soccer games?

How conscious are Penn State students toward current men’s soccer team promotions
along with promotions for other sporting events?

How do Penn State students get their information for sporting events?
KAS PR will examine the results through SPSS to identify the current problems the athletic
department may have in reaching the Penn State student body. We will also distinguish areas that
are working well and areas that can be perfected for new men’s soccer team promotions. Through
our research we hope to identify why students stopped attending games during the 2011 season
and how we can effectively increase student attendance to the numbers seen during the 2010
season.
Our secondary research will examine student attendance at Penn State men’s soccer games
compared with other Big Ten schools. We will also observe attendance and promotions at the
Major League Soccer level. KAS PR will research:

What Big Ten schools promotional methods were used for their sporting events?
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
What have other Big Ten schools done to increase attendance?

What are the top 12 schools with the most attendance at men’s soccer games and what are
they doing to promote the team?

What are effective MLS team promotions?
KAS PR will use this secondary research to see what promotions have and have not worked
successfully for the sports marketing department. We will then examine other successful sporting
programs and see what tactics they use and which strategies would be a good fit for Penn State
Athletics. With our primary and secondary research we will be able to conclude what KAS PR
can do to raise attendance within our target audience.
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In agreeing to take this following survey, you are giving us your permission to use your responses
anonymously in our research.
Survey: Penn State Men’s Soccer
1.) Have you ever attended a men’s soccer game?
a. Yes
b. No
2.) If no, please give reasons why?
a. I don’t like soccer
b. I didn’t know when the game where
c. I didn’t know Penn State had a soccer team
d. The game times are inconvenient
e. I don’t know anyone on the team
f. Never thought about it
g. Other
3.) Are you aware of the new Athletics Department promotion “Code Blue” where
students are able to swipe their Penn State ID cards to earn points and prizes for
attendance at Penn State Sporting events?
a. Yes
b. No
4.) What would help make students more aware of the “Code Blue” program? Check
your top three.
a. Posters
b. Stall Stories
c. Flyers
d. Signs around campus
e. Hub Table
f. Promotion at other athletic events
g. Onward State
h. Facebook
i. Collegian
j. Email
5.) Would different incentives get you to attend a Penn State men’s soccer game?
a. Yes
b. No
c. Maybe
6.) Have you seen any advertisements for Penn State men’s soccer games?
a. Yes
b. No
7.) Where do you get your news about sporting events? (Check your top 3)
a. The Daily Collegian
b. Hub Table
c. Posters
d. Flyers
e. Social Media
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f. Team Website
g. Onward State
h. List Serv
i. Facebook
j. Word of Mouth
8.) Which of the following words would you use to describe soccer players?
a. Strong
b. Athletic
c. Weak
d. Fake
9.) Are you aware of the “Park Avenue Army”, the women’s soccer team’s fan club
and student section?
a. Yes
b. No
10.)
Why do you support Penn State’s athletic teams? (Choose top 3)
a. Tradition
b. Fun/Social
c. Something to do
d. Fan
e. I play/love the sport
f. Know a player
g. Winning team
h. I don’t
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Primary Research
KAS Public Relations surveyed 83 Penn State students through the online survey tool
called Survey Monkey. The survey was distributed to Penn State students through Facebook.
Below are the results from the survey, which were used to examine problems and identify
objectives and goals for the Penn State men’s soccer team.
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Secondary Research Completed Results:
For the secondary research part of KAS Public Relations’ campaign, we will look at Penn
State men’s soccer home game attendance during the regular 2010 fall season in comparison to
the other top 12 teams in attendance for Division I men’s soccer. KAS PR will also look at
promotional campaigns done by other men’s soccer teams as well as Major League Soccer and
the National Football League promotions.
Home Attendance Research
Purdue University, Big Ten Conference Season long promotion
Purdue University, one of the Division I Big Ten Conference schools, holds a season long
promotion where students can enter to win a $500 gift certificate to Best Buy. For every game
student’s attend they earn points toward winning the grand prize, the $500 gift certificate. The
more games attended by students, the better chances they have of winning the gift certificate. This
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is very similar to Penn State’s promotional “Code Blue” program. “Code Blue” was created in
2011 to encourage students to attend more sporting events. Every time students attend a sporting
event they can swipe their Penn State ID card to earn points toward various prizes. Prizes include
Penn State football tickets for the 2012 season, IPods, Penn State merchandise and various other
items. They also hold multiple activities before sporting events geared toward kids to increase the
amount of parents, faculty and community members that attend games. Some of these events
include meeting the players, inflatable games for kids, face painting, wining prizes and watching
live performers.
http://purduesports.com/school-bio/promotions.html#soccer
Portland State University, 2010 Campaign
Portland State University is a state university located in downtown Portland, Oregon. The school
is notable for their attendance at men’s soccer games and the promotions they run at all their
sporting events. Their most successful single-day attendance promotion was for the 2010 men’s
basketball Coaches vs. Cancer game against The University of Montana. The promotion involved
two different events leading up to and during the game. The first event involved all of the athletic
staff and coaches receiving buzz cuts at a local barbershop to promote cancer awareness as part of
the American Cancer Society’s annual Coaches vs. Cancer effort. As a result of the event, every
news station in Portland showed up to interview the coaches and players. The second event called
the Viking Mixer took place before the basketball game. The event featured live entertainment,
free food and prizes. Everyone who attended received Portland State merchandise and was
entered into a raffle to win various prizes.
http://grfx.cstv.com/confs/nacda/graphics/nacma/sda/PortlandStateBasketballCoachesvsCancer.pd
f
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Carolina Panthers 2010 Social Medial Campaign
The Panthers used a single-day social media promotion to engage fans through a social media
scavenger hunt called the Panther Purrsuit. The scavenger hunt incorporated the Carolina
Panthers’ sponsors and community partners to help increase brand awareness for local businesses
and the team. There were various prizes awarded including tickets to a game, airfare and a hotel
to a Panthers’ away game. For the hunt, fans met at a designated area and were given clues of
where to head next via social media outlets such as Twitter and Facebook. Each location had
various activities for the fans to engage in and incorporate social media promoting the sponsors
and the Panthers. Through the campaign, the Panthers generated 1,000 tweets about local
Charlotte businesses and nonprofits. The average participant had 551 friends on Facebook and the
combined Twitter reach was 174,000 users. Panther Purrsuit was the top TwitPic trend on
Twitter and nine sponsors made the top trends list for Charlotte on Trendsmap.com.
http://ww.buzzmgr.com/nfls-carolina-panthers-use-socail-media-to-engage-fans-smc-participated/
Major League Soccer Season long Promotions
Major League Soccer has promotions throughout the season using various social media websites,
giveaways and trivia challenges. One of the promotions M.L.S. uses to increase viewership of
games is integrating Facebook and Foursquare to check into local M.L.S. pubs during game time
for a chance to win an exclusive trip to the M.L.S. Cup. They also incorporate Twitter by
retweeting certain tweets and hashtags to promote M.L.S. for a chance to win FIFA 12 for Xbox
360. Some of their other contests include trivia challenges about the players and the team for a
chance to win signed jerseys. Different weeks and matches attributed to the different promotions
appropriate for each game day.
http://mlssoccer.com/fans/contests-promotions
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Situational Analysis
The Penn State men’s soccer team operates under the Penn State Intercollegiate Athletics
Department. The mission and vision of the athletics department as well as men’s soccer is to
maintain a broad-based program equivalent to any in the nation; to field teams that compete at the
highest levels of national and conference play; to encourage individual excellence and the esteem
that follows; to achieve the most favorable graduation rate possible for student-athletes; to aid in
the social preparation of young people for the diverse world they are about to enter; to create an
awareness of public service and the importance of participation in community outreach; to
provide recreational facilities and opportunities to address every interest area; to entertain the
university student body, staff, alumni and fans with a consistently high level of competition that
does not compromise the integrity of the Penn State program. There are also nine overriding goals
that support this vision:

To ensure that all student-athletes receive equitable treatment with equal access to top
quality coaching, excellent medical care, superior academic support and first-rate facilities
equivalent to any similar size programs

To attain national prominence for academic and athletic achievement

To maintain Penn State's traditional standards of institutional control

To offer numerous and wide-ranging club, intramural and recreational programs that cover
student interests and afford maximum participation by Penn State students

To encourage student-athletes, coaches and administrators to engage in meaningful
community service activities to create an environment where the synergy between the
university and the public is both healthy and productive
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
To operate the athletic program in a fiscally sound fashion while managing resources in a
manner that will produce the most beneficial yield for the student-athletes, coaches and
staff being served by Intercollegiate Athletics

To continue the process of creating a culturally diverse staff that reflects the studentathlete population and responds to the ethnic makeup of the university and the surrounding
community

To address in a conscientious fashion the concerns expressed by employees of
Intercollegiate Athletics in the university sponsored 1996 Faculty and Staff Survey and to
create a harmonious internal relationship in the workplace

To field an athletic program that is representative of the university, its student body and its
alumni worldwide. To field one that competes on an annual basis for the Sears Directors
Cup, representative of all sports supremacy in Intercollegiate Athletics
The Penn State Athletic Department is committed to a high attendance for both its revenue
and non-revenue sports. The department has three revenue sports including football, basketball
and wrestling driving over $90 million in income. These three sports fund all other Athletic
Programs at Penn State including men’s soccer. The athletic department operates as a financially
independent unit of the university utilizing no state appropriated dollars or operating funds from
central administration.
Why is Attendance Important?
Attendance is crucial to the revenue sports at Penn State because ticket sales from football,
basketball and wrestling are the main source of income for Penn State athletics. A smaller portion
of income comes from sponsorship and donations. It is with this money that all the other sports in
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the athletic department are funded. These funds help achieve Penn State Intercollegiate Athletics
vision of maintaining one of the best programs in the nation.
Attendance is important to men’s soccer even as non-revenue sport for two reasons. The
first is that a portion of the ticket sales goes to offset the costs of running a successful collegiate
soccer program. The second and more significant reason is to attract the top soccer playing talent
in the nation. One of Penn State Intercollegiate Athletics’ goals is to field an athletic program that
is representative of the university, its student body and its alumni worldwide. It is a program that
strives to compete on an annual basis for the Sears Directors Cup, which is rewarded to the best
representative of all sports supremacy in Intercollegiate Athletics. In order to compete for the
Sears Directors Cup all sports at Penn State must be extremely competitive by attracting the top
talent in the nation. A soccer stadium that is packed with fans will entice recruits and can lead
them to commit to Penn State.
Marketing Staff of Men’s Soccer
In order to have the highest level of attendance at games, the athletics department has two
full time staff members that work in the marketing department for the men’s soccer team. One
staff member is committed full-time to the soccer team while the other staff member splits his
time amongst all of Penn State Athletic Olympic Sports. There is also a team of student interns
that help with game day promotions.
Current Attendance Problems
The Penn State men’s soccer team has had problems with student attendance for the past
couple of years according to Sports Information Director, John Regenfuss. However, during the
2010 season, Penn State men’s soccer was ranked nationally in attendance for Division I men’s
soccer teams placing 13th in the nation with 1,842 attendees per game. During the 2011 season
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attendance dropped to 529 fans per game. The men’s soccer team struggled during the 2011
season with an average overall record of 9-9-4. These games continue to have low student
attendance with as little as 15 students attending each home game. A clear set of objectives and
goals focusing on our target audience need to be determined in order to begin increasing
attendance. KAS PR will be accountable for identifying these objectives and goals to make sure
they are accomplished.
Once again student attendance is extremely important to the men’s soccer team. Men’s
soccer strives to create an atmosphere that can attract the top talent in the nation. Solving the
student attendance problem for Penn State men’s soccer is imperative to their future success.
Brand Image of Penn State Men’s Soccer
In order for KAS PR to resolve the student attendance problem we must analyze what the
men’s soccer team is currently doing to target the student body. We must also identify the team’s
competition and the reason why students are not attending games. First KAS PR will examine the
Penn State men’s soccer brand and the image it conveys to Penn State students and the public.
The men’s soccer team is branded as part of the “Success with Honor” campaign of Penn
State Intercollegiate Athletics. They are branded as the athletic department that wins while
achieving success in the classroom. The value of this “Success with Honor” concept is winning
while graduating student-athletes, playing with sportsmanship, integrity and a commitment to the
classroom. To develop this concept into a brand the athletic department has simple athletic
jerseys, plain advertisements and basic relics in the stadium that emphasize tradition and honor
the past through the present.
This brand is a result of Penn State football’s success. The athletic department has been
able to brand the football program this way due to its distinguished reputation and unnecessary
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need for marketing gimmicks. Looking for cohesiveness amongst the whole athletic department,
they have branded all of their teams this way.
Brand Weakness
Although there is a strong relationship amongst fans with this brand and the football team,
the same does not hold true for the other Penn State athletic programs such as men’s soccer. The
draw of “Success with Honor” has been the vision of the football program since its inception.
However, there is no equivalent to the their vision in the other sport programs; therefore, this
brand loses its strong association with other teams like men’s soccer.
This presents the rare opportunity for Penn State men’s soccer to rebrand itself away from
the athletic department and into a more modern brand that can create new associations with fans,
specifically Penn State students. The athletic department has recently shown willingness to allow
other sports teams to deviate from the “Success with Honor” brand. The most recent example is
with the Penn State men’s basketball team. Since the new hire of Head Coach, Patrick Chambers,
the men’s basketball program has begun to rebrand itself under the “Attitude” campaign. This
campaign uses “Attitude” as the team’s new theme and has introduced innovative events such as
open practices with the players and “Hoops Madness” to reinvigorate the basketball brand at Penn
State.
Current Marketing and Advertising
To target Penn State students, the men’s soccer team currently uses pregame promotions,
posters and social media. The pregame promotions include free T-shirts, Penn State items and
free food for students. These promotions are solely endorsed via gopsusports.com and signs
around campus on game days. Posters for the team are hung around downtown businesses. The
posters are basic and include a couple of players and the team’s schedule. From a social media
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perspective the team only has a Facebook page that contains minimal fan interaction and posts.
The soccer team does not have a Twitter page.
Competition
Penn State men’s soccer has a very unique competition model when it comes to attracting
students to attend games. Unlike a business, the soccer team is not competing against similar
product offerings in the same industry. The team is competing against different competitors for
students’ time. Those competitors include:

Homework

Television

Video Games

Student Organizations

Social Activities

Restaurants and Bars

Other Sporting Events
This competition presents a challenge for the marketing department because there is no
solid product that the men’s soccer team is competing against; this makes it difficult to
construct a better offering to students. Instead, the team and marketing department must
compete with a diverse set of activities that can consume a student’s time. The goal is to
identify common characteristics amongst the competition and find ways to apply it to men’s
soccer games.
Budget
As stated earlier, the Penn State Athletic Department has revenues of over $90 million.
However, a ten-year model predicted expenses to eclipse revenues by the year 2016. To
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counteract this, Intercollegiate Athletics enacted the STEP program for Penn State football
tickets. This program has increased yearly revenue by $24 million allowing the athletic
department to keep its independent status while placing more money into the other Penn State
athletic programs.
Nevertheless, because soccer is a non-revenue sport there will not be a huge increase in its
marketing and promotions spending. It is extremely important for KAS PR to identify costefficient ways to rebrand the program.
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SWOT ANALYSIS
STRENGTHS
 Resources from one of the top-notch athletic
departments in the nation
 Winning tradition
 Large stadium with great facilities compared
to other collegiate stadiums
 Jeffrey Field honored as the 2006 Collegiate
Soccer Field of the Year by the SportsTurf
Managers Association.
 Large population of 40,000 students available
to potentially reach
 Due to the 2010 season, there is a large
attendance potential
 Many downtown businesses to partner with
 50 corporate partners with the athletic
department
 Team plays early in the fall season (Starts
before football and ends before December)

Quick games( less time commitment to
OPPERTUNITES
game)
 College students trend towards social media
 New student organizations around campus
(Nittany Nation, Park Avenue Army) and
other student created orgs
 Increased interest in soccer since 2010 World
Cup
 Younger group of students with higher
exposure to soccer
 Increase in advertisers moving toward in
game sponsorship
 Economic Troubles (the need for a cheaper
alternative to football)
WEAKNESSES
 Low brand association with the program
 Low social media assets and usage
 Low student attendance
 Non-revenue sport with a small budget
 Poor fit with athletic department’s overall
brand
 Weak advertising assets (only posters that are
not effective)
 Poor in game atmosphere (low energy)
THREATS
 After a winning season in 2010 attendance
dropped dramatically
 Rising expenses in sports
 Growing popularity of football
 Introduction of Division I hockey at Penn
State
 Soccer is still not available in mass media in
the United States
 Penn State’s growing “Party School”
atmosphere
30 | P e n n S t a t e M e n ’ s S o c c e r
Statement of Problem

Of the 83 students surveyed, 76 percent said they have never attended a Penn State men’s
soccer game and 46 percent said they were not aware of the team’s schedule. This results
in a lack of support for the soccer team and causes students to miss out on watching the
most exciting and dynamic athletes in the Penn State community.
Message

Attending a Penn State men’s soccer game is one of the best experiences on campus
because they are the most dynamic and strongest athletes at Penn State.
Slogan
WE ARE – PURE ATHLETES
Goals
Short-term

To increase awareness of the Penn State men’s soccer games from 46 percent to 55
percent among male and female undergraduate Penn State students at the University Park
Campus by November 15, 2012.
Long-term

To increase attendance at Penn State men’s soccer games from 24 percent to 35 percent
among Penn State University Park undergraduate students by the end of November 2015.
31 | P e n n S t a t e M e n ’ s S o c c e r
Objectives

By November 15, to increase the percentage of Penn State undergraduate students
between the ages of 18 and 22 that have seen Penn State men’s soccer advertisements
from 27 percent to 50 percent.

By November 15, to increase the number of Penn State undergraduate students between
the ages of 18 and 22 that can familiarize themselves with at least four people on the Penn
State men’s soccer roster through advertisements they have seen around campus.

By November 15, to increase the amount of “Likes” on the Penn State men’s soccer
Facebook page from 400 to 800.

By November 15, to create a Twitter account for the team and gain 400 followers.

By November 15, to increase the number of undergraduate Penn State students between
the ages of 18 and 22 who know the dates of the Penn State men’s soccer games.
Strategy
The Penn State men’s soccer attendance at home games has decreased dramatically in one year
from the 2010 season to the 2011 season. Encouraged by the teams on field success and
championship game appearance, the 2010 men’s soccer attendance rose to an average of 1,842
fans per game. However, attendance has decreased to 529 fans per game during the 2011 season.
To change the perception that men’s soccer games are only exciting to watch when they are
winning national titles by placing “We are Pure Athletes” posters and advertisements around
campus. To increase the number of advertisements seen and recognized by Penn State
undergraduate students between the ages of 18 and 22 by using nude and semi-nude pictures of
the men’s soccer team in a promotional calendar and posters. The plan is to reach the target
audience through sex appeal enticing Penn State undergraduate students to attend men’s soccer
32 | P e n n S t a t e M e n ’ s S o c c e r
games by watching the players in person that they have already seen nude pictures of around
campus.
Target Audience
Primary Audience
The primary target audience is Penn State University freshman girls who are interested in
participating in a varsity, club or IM sport. They are likely to be between the ages of 17 and 20
living in the Pennsylvania and surrounding tri-state area. The target audience is new to campus
and is more likely to attend games compared to upperclassmen. The goal is for these freshmen to
become loyal fans to the soccer team throughout the next four years. This is the primary group of
people we will target to increase attendance at games. The main challenge is that many students
choose not to attend games regularly due to a lack of awareness about the team’s schedule or they
do not find soccer interesting. New marketing strategies and promotional events such as concerts
and free food will draw a larger crowd to home games. Budgeting for all the necessary media
outlets will be a concern as well.
Secondary Audience
Our secondary audience will be high school and middle school girls that are interested in soccer.
They are likely to be between the ages of 14 and 18 and live in the Centre County region. KAS
Public Relations will focus on this audience by providing promotions during various game days
geared toward recognizing them. We will focus on creating awareness about the games through
media outlets, such as The Daily Collegian, that are geared toward a younger audience.
33 | P e n n S t a t e M e n ’ s S o c c e r
Moderating
The moderating audience is Penn State Greek Life, the Blue and White Society and other large
student run organizations around campus. They can help spread the word of upcoming games and
special promotions happening before, during and after games. State College media outlets who
will disseminate information to students will also be a moderating audience. These moderating
audiences are sources that students have contact with daily and can help us reach our goal to
increase awareness and attendance at men’s soccer games. Challenges will include the budget and
getting the organizations to agree to help with the dissemination of our message to students.
Intervening
The intervening audience is Penn State faculty. The faculty at Penn State is a great resource to
encourage students to attend games and remind them of upcoming game dates. They have contact
with students on a daily basis and can easily announce game days and times in front of a large
student audience. If students are reminded multiple times in various classes about soccer games
they will be more likely to remember when the games are and attend. A challenge is encouraging
the faculty to remind these students. Other intervening audiences include media outlets that will
help spread advertising for soccer games like The Daily Collegian. They can help us advertise in
their sports section about upcoming games and promotions.
34 | P e n n S t a t e M e n ’ s S o c c e r
Media Plan
KAS Public Relations
The Pennsylvania State University Varsity Men’s Soccer Team
263 Recreation Hall, State College PA P: 814-865-1757 • F: 814-863-3165
The Daily Collegian
Michael King, editor in chief
123 S. Burrowes St.
State College, PA 16801-3867
P: 814-8651828 F: 814-863-1126
editorinchief@psucollegian.com
Preferred method of contact is mail
The Penn State men’s soccer team is a group of strong and powerful young athletes. These
athletes’ abilities do not receive the attention it deserves. We are promoting their abilities
in a new campaign called “We Are Pure Athletes” revealing the bodies of true athletes and
their assets in poster form. The advertisement will catch readers’ attention by promoting
the players in a different light.
The advertisement will be run in The Daily Collegian’s October 2011 issue.
Kayla Inserra, President of KAS Public Relations
Centre Daily Times
Teresa Bonner, editor
3400 E. College Ave.
State College, PA 16801
P: 814-231-4624 F: 814-238-1811
tbonner@centredaily.com
E-mail is preferred
Provide a feature story on Brain Forgue, a junior men’s soccer player, describing the
soccer team’s fall and spring workouts, daily practices and diets. This story will provide
readers with the intensity and real athleticism that soccer players endure.
The story will be published in the Centre Daily Times on September 23, 2012.
Sam Underwood, Vice President of KAS Public Relations
35 | P e n n S t a t e M e n ’ s S o c c e r
State College Magazine
Jennifer Zeigler
1001 University Dr.
State College, PA 16801-6600
P: 814-867-2222 F: 814-234-4487
jzeigler@statecollegemagazine.com
E-mail is preferred method of contact
To increase student attendance and generate excitement at men’s soccer games, The
Pennsylvania State University will host a free concert and carnival, “For the Glory”
featuring cover band Go Go Gadjet. The event aims to increase attendance by 400 students
for the soccer team’s season opener against Siena College. Providing a news story that
educates freshman on the details of this event will provide an encouraging story for
incoming freshman to attend their first soccer game.
The story will run in the State College Magazine August 2012 issue.
Ashley Hendriz, PR Specialist of KAS Public Relations
WBHV-FM
Nick Ferrara, operations manager
160 Clearview Ave.
State College, PA 16803
P: 814-238-5085 F: 814-238-7932
nferrara@resultsradiopa.com
E-mail is the preferred method of contact
A 30 second radio feature encouraging students to follow the Penn State men’s soccer
team on Facebook, Twitter and Foursquare. The feature will explain the Foursquare
campaign that the men’s soccer team is holding. Attending men’s soccer games and
checking into Jeffrey Field on Foursquare will enter fans into a raffle drawing. The grand
prize is a $500 gift certificate to the Penn State Bookstore.
The feature will run during the week of August 19, Welcome Week.
Ashley Hendrix, PR Specialist of KAS Public Relations
36 | P e n n S t a t e M e n ’ s S o c c e r
WPSU-TV
Bill Amin, sports director
120 Innovation Blvd.
State College, PA 16802
P: 814-863-9358 F: 814-856-3145
aminw@psu.edu
E-mail preferred method of contact
The Penn State men’s soccer team was ranked 13th in the NCAA for average attendance
per game in 2010. That year the team won 14 games, the team’s most since 2002, and
advanced to the Big Ten championship game. In 2011, the team was not as successful and
attendance dropped by over 1,000 fans per game. Providing viewers with the idea that that
they could potentially help the soccer team have a more successful season by just
attending one game will encourage students to go. Interviews with select players will be
available along with special press passes.
This story will air on September 21, 2012 before the rival game against Indiana.
Kayla Inserra, President of KAS Public Relations
State College’s ESPN Sports Radio 1450
Pat Bolan, news and sports director
2241 Park Center Blvd.
State College, PA 16801
P: 814-237-9800 F: 814-237-2477
pboland@foreverradio.com
E-mail is preferred
The Penn State men’s soccer team wants to promote awareness of games among the
student body and B 94.5 is the ideal station for this. We are willing to offer players for
interviews during the morning show. Encouraging your listeners to attend games and
endorsing our various promotions will increase attendance.
Promotions will run from June to December of 2012.
Sam Underwood, Vice President of KAS Public Relations
37 | P e n n S t a t e M e n ’ s S o c c e r
Onward State
Dan McCool, managing editor
dan@onwardstate.com
E-mail is the preferred method of contact
Feature a story highlighting the new social media Foursquare campaign that the men’s
soccer team is promoting. Checking into Jeffrey Field on Foursquare during game time
will enter you into a drawing to win a $500 gift certificate to the Penn State Bookstore.
The story will run on September 19, 2012
Kayla Inserra, President of KAS Public Relations
Big Ten Network
Carter Quentin, producer
600 W. Chicago Ave. Suite 875
Chicago, Illinois 60654-2822
P: 312-665-0829 F: 312-655-0740
Quentin.carter@bigtennetwork.com
E-mail is the preferred method of contact
The lack of attendance at Penn State men’s soccer games has decreased by over 1,000 fans
per game from the 2010 season to the 2011 season. Providing footage of Penn State
student fans at soccer games will generate excitement and interest about the team and
cause students to attend games. There will also be interviews with coaches and players
after the games.
Footage will run from August-November of 2012.
Ashley Hendrix, PR Specialist of KAS Public Relations
38 | P e n n S t a t e M e n ’ s S o c c e r
Tactics/Rationale
NOTE: The Penn State men’s soccer home schedule for 2012 will not be made official until
February 2012.

The ability of true athletes such as the Penn State men’s soccer team will be exposed in a
new campaign called “We Are Pure Athletes.” This campaign will be similar to the ESPN
bodies’ advertisements that feature over 30 athletes in nude and semi-nude photographs.
Students can see these advertisements around campus and pick up fliers and collaterals of
certain players at every game.
o Rationale: There have never been advertisements similar to these that have ever
used before. The purpose is to show how strong and healthy athletes are while
portraying the team in a different light to the student body and local community.
Since there has never been advertisements similar to this used before it will
promote talk among Penn State students and the local community leading them to
attend a game. They will be motivated to watch the strong athletes they have seen
in the posters.
o Tools: Athletes that want to participate in this advertising approach, Facebook,
Photoshop, Radio Commercials, The Daily Collegian, GoPSUsports.com and fliers

Game 1: “For the Glory” will be an event held prior to the team’s first game against
Sienna College on August 25. The event will invite students, faculty, families and fans to
attend and receive free food, participate in games, win prizes and attend a meet and greet
session with the players. The event will be advertised heavily during move in weekend
generating excitement and attendance to the game. Advertisements will be placed on
gopsusports.com and The Daily Collegian.
39 | P e n n S t a t e M e n ’ s S o c c e r
o Rationale: This event will be held during move in week and generate excitement
among incoming freshman to attend their first Penn State athletics event. It will get
the soccer team enthusiastic for their upcoming season and it is a way to get the
entire community, students, faculty and fans involved in one event.
o Tools: Social media websites, stall stories, Go Go Gadget, pre-game activities,
GoPSUsports.com and The Daily Collegian.

Games 2 through 5: During these four games there will be posters of players and coaches
displayed around campus. Four posters will be displayed around in various locations
around campus during each game day. These posters will provide the player or coach’s
name with a short story describing a struggle, success or fun time in their life. Each game
day there will be different posters displayed around campus allowing fans to advance their
knowledge on the individual players and coaches. Those that have found the poster
locations will have the opportunity to meet and greet the players after the game. To allow
the fans to engage further with this promotion, clues about the poster locations will be
mentioned on Facebook and Twitter before each game. Any fan that posts all of the photos
of each poster on the Penn State men’s soccer Facebook or Twitter page will be entered to
receive a grand prize.
o Rationale: This will allow fans to personally interact with the players and
familiarize themselves with the players they are watching on the field. By using
social media it will drive fans to the Penn State men’s soccer Facebook and
Twitter page.
o Tools: Social media websites, posters, fliers, GoPSUsports.com, The Daily
Collegian, athletes and coaches that want to participate.
40 | P e n n S t a t e M e n ’ s S o c c e r

Game 6: “A Day in the Life” where a lucky high school or middle school soccer player
will have the opportunity to play in one team practice. They will have the chance to be a
member on the Penn State men’s soccer team for one day by participating in practice and
receiving time with Head Coach Bob Warming. On Tuesday, September, 18 the lucky
winner will be introduced with the team and get to stand on the sideline with the players
during their game against Ohio State. To enter, one must “Like” the Penn State men’s
soccer team page on Facebook or follow them on Twitter.
o Rationale: This will increase community involvement and show that the soccer
team wants to give back to the community and local school districts.
o Tools: GoPSUsports.com, The Daily Collegian, Centre Daily Times, fliers and
social media websites

Game 7: “Youth Soccer Night” where local youth soccer players in the area have the
opportunity to receive a tour of all the Penn State athletics sports facilities. All youth
soccer players must wear their jerseys to count toward the organization. The local youth
soccer team with the largest turnout will win a tour of the facility, an organized dinner
with select players and recognition at the next game.
o Rationale: Using the reciprocity approach local youth soccer teams will attend the
game in order to see what college sports facilities are like and to win the dinner.
This event will also reach out to our secondary audience.
o Tools: Penn State sports facilities, social media websites, GoPSUsports.com, The
Daily Collegian and fliers
41 | P e n n S t a t e M e n ’ s S o c c e r

Game 8: “Family Night” is an evening filled with activities and games that they can
enjoy. There will be free food prior to the game and a fireworks display after. Families can
enjoy a night together while also watching and cheering on the men’s soccer team.
o Rationale: This will increase community involvement and create a new fan base
that will want to attend more games as a family occasion. It will be a great way to
bring the community together for a great cause.
o Tools: Social media websites, GoPSUsports.com, The Daily Collegian, radio spots
and fliers.

Game 9: “Pink Zone” is a night dedicated to Breast Cancer Awareness Month. The
players will wear pink gear along with their Penn State attire. The coach and staff will be
sporting pink while fans are encouraged to do the same. Donations will be accepted at the
door. All proceeds made that night will be given to the Susan G. Komen Foundation.
o Rationale: This will increase community involvement and create a new fan base
that will want to attend future games. It will be a great way to bring the community
together for a great cause.
o Tools: Social media websites, GoPSUsports.com, The Daily Collegian, radio spots
and fliers.

Game 10: “Dollar Dog Night” will feature hot dogs on sale for only $1. Fans in the Penn
State community are encouraged to come out and watch the game while eating hot dogs
for a cheap price.
o Rationale: The cheap hot dogs will draw a crowd in to watch the men’s soccer
team while bringing community members and fans in for a night of fun.
o Tools: Social media websites, GoPSUsports.com, The Daily Collegian and fliers.
42 | P e n n S t a t e M e n ’ s S o c c e r

Game 11: “Student-Athlete Night” is a night for student-athletes from all sports at Penn
State to come out and support the men’s soccer team. Fans that attend will have the chance
to meet players from other athletic teams before the game and will meet the men’s soccer
players and coaches after the game. Free food will also be provided before the game on a
first come first serve basis.
o Rationale: “Student-Athlete Night” will bring in fans from other sports as well as
soccer fans to participate in a night of fun. The meet-and-greet and free food will
attract community members and Penn State students.
o Tools: Social media websites, GoPSUsports.com, The Daily Collegian and fliers.

Game 12: “Senior Night” will recognize all the senior players on the team as well as their
parents. The players’ families will be encouraged to attend while Penn State fans and
community members will receive pompoms to cheer on their favorite players.
o Rationale: This night will bring community members and player’s families
together to recognize the hard work that the seniors have put in to get to where
they are today.
o Tools: Social media websites, GoPSUsports.com, The Daily Collegian and fliers.

Foursquare Campaign The Penn State men’s soccer team will run a promotion allowing
students that check into Jeffrey Field on Foursquare and Facebook to receive Penn State
giveaways and free memorabilia during that game. All men’s soccer attendees who check
into Jeffrey Field before and during game time will be entered into a final prize drawing at
the end of the season. The greater number of times fans check in, the greater their chance
will be to win the grand prize.
43 | P e n n S t a t e M e n ’ s S o c c e r
o Rationale: By using the reciprocity approach, students that check into Jeffrey Field
have the opportunity to win a grand prize. The more fans that check into Jeffrey
Field on Foursquare will drive other Foursquare users in the area to attend.
o Tools: Facebook, Twitter, Foursquare and GoPSUsports.com.

Season-long promotion: The Penn State men’s soccer team will be offering a promotion
to increase attendance by bringing multiple friends to a game. If you bring five or more
friends with you to a soccer game you will receive a gift box of Penn State memorabilia.
The campaign will be promoted through GoPSUsports.com, Facebook, Twitter and fliers
around campus.
o Rationale: According to our survey students like to attend games with friends. By
using the reciprocity approach students that bring friends to a soccer game will be
rewarded with memorabilia for their actions. This will drive fans to games and
using the bandwagon approach will cause other students to want to attend.
o Tools: Social media websites, GoPSUsports.com and fliers

Creating a Twitter account for the Penn State men’s soccer team and tweeting daily about
game day promotions the team is holding will drive fans to the page and to the games. The
first five people (that are following the soccer team on Twitter) to retweet certain posts
during game day will receive a Penn State tote bag and T-shirt.
o Rational: By using the reciprocity approach a simple retweet by Penn State men’s
soccer fans will be rewarded with Penn State merchandise. The retweet promotion
will also drive fans to the recently created Twitter page.
o Tools: Twitter, Penn State tote bag and T-shirt
44 | P e n n S t a t e M e n ’ s S o c c e r
Timeline/Budget:
Campaign
Advertising for season-long
promotions
-Foursquare Promotion
-Twitter Promotion
-Friends Promotion
Date
Sept.-Nov. 2012
“For the Glory” event
Saturday, Aug. 25, 2012
Game 2: Poster Search, Free
Pizza to the first 100
Tuesday, Aug. 28, 2012
Game 3: Poster Search
Tuesday, Sept. 4
Game 4: Poster Search
Saturday, Sept. 8
Game 5: Poster Search
Monday, Sept. 10
Game 6: “A Day in the Life”
Tuesday, Sept. 18
Game 7: “Youth Soccer Night”
Saturday, Sept. 22
Game 8: “Family Night”
Tuesday, Oct. 2
Cost
Centre Daily Times $371
(3x5 inch ad on Fridays)
Tote bags: $200
T-shirts: $600
Gift boxes: $100
Grand Prize: $500
(Foursquare promotion)
Fliers: $200
Food: $400
T-shirts: $400
(50 shirts, $8 each)
Games/Activities: $500
(rentals from Best Event)
Radio 30-sec spot: $200
The Daily Collegian: $384.30
(quarter page ad, day of)
Go Go Gadjet: $2,000
Fliers: $100
Posters: $100
Pizza: $200 (20 pizzas, 2 slices
per person)
The Daily Collegian: $117.90
(3 x 3 inch ad)
GoPSUsports.com:
Fliers: $100
Posters: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
GoPSUsports.com:
Fliers: $100
Posters: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
GoPSUsports.com:
Fliers: $100
Posters: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
GoPSUsports.com:
Fliers: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
Fireworks: $300
45 | P e n n S t a t e M e n ’ s S o c c e r
Game 9: “Pink Zone”
Monday, Oct. 8
Game 10: “Dollar Dog Night”
Saturday, Oct. 13
Game 11: “Student Athlete
Night”
Thursday, Oct. 25
Game 12: “Senior Night”
Thursday, Nov. 1
“We Are Pure Athletes”
Season-long campaign
Mid-Aug.-Nov, 2012
Food: $200
Radio 30-sec. spot: $200
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
Radio 30-sec. spot: $200
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
Food: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
Pompoms: $100
The Daily Collegian: $117.90
(3 x 3 inch ad)
Fliers: $100
Posters: $300
The Daily Collegian: $117.90
(3 x 3 inch ad)
NOTE: According Jeff Fisher, head of marketing, the budget for the 2011 season was $6,000. Due to
the campaign and new promotional events to increase attendance and the loyal fan base, the budget
was increased to $11,970.10 for the 2012 season. This will help to market the team as much as
possible.
46 | P e n n S t a t e M e n ’ s S o c c e r
Evaluation:
We will evaluate the success of our plan through three strategic levels: preparation,
implementation and impact. We will evaluate this campaign by measuring goals and objectives
that were met in our campaign.
Goals

To increase awareness of the Penn State men’s soccer games from 46 percent to 55
percent among male and female undergraduate Penn State students at the University Park
Campus by November 15, 2012.
o Preparation: Did we successfully identify the target audience? Should we have
targeted non-students?
o Implementation: Did we reach our audience through promotional events including
concerts, free food, giveaways and fireworks? Was there a clear increase in
undergraduate student attendance at certain games with different promotions?
o Implementation: Was there an increase in the number of freshman students at the
games? Did a new survey verify this? Did attendance verify this?
o Impact: Did attendance decrease after the season opener event?

To increase attendance at Penn State Men’s Soccer games from 24 percent to 35 percent
among Penn State University Park undergraduate students by the end of November 2015.
o Preparation: Did we successfully identify the target audience?
o Implementation: Did our advertisements, season-long and featured promotions
throughout the season confirm this?
o Implementation: Did freshman and first time men’s soccer game attendees return
to soccer games continuously throughout the 2012 season?
47 | P e n n S t a t e M e n ’ s S o c c e r
o Impact: Did student attendance continue to increase throughout the three year time
period? Did we measure student attendance rates for each game?
Objectives

By November 15, to increase the percentage of Penn State undergraduate students
between the ages of 18 and 22 that have seen Penn State men’s soccer advertisements
from 27 percent to 50 percent.
o Preparation: How many advertisements were placed in The Daily Collegian? What
is the circulation of The Daily Collegian? How many Penn State freshman read
The Daily Collegian?
o Implementation: How many advertisements (“We Are Pure Athletes” posters)
were in circulation throughout the season?
o Implementation: How many fliers about upcoming games were in circulation?
o Impact: Was there an increase in the number of Penn State undergraduate students
that attended men’s soccer games after seeing the “We Are Pure Athletes” posters
around campus? Did we resurvey to verify this?

By November 15, to increase the number of Penn State undergraduate students between
the ages of 18 and 22 that can familiarize themselves with at least four people on the Penn
State men’s soccer roster through advertisements they have seen around campus.
o Preparation: Did we resurvey to verify the number of Penn State undergraduate
students that could name as many players on the men’s soccer team as possible?
o Implementation: Have we featured enough of the individual team’s names in local
print media outlets like The Daily Collegian, State College Magazine and Centre
Daily Times?
48 | P e n n S t a t e M e n ’ s S o c c e r
o Implementation: Did we feature every team member in the “We Are Pure
Athletes” calendar?
o Impact: Did we involve the team in more on campus activities and events to
promote themselves and the sport?

By November 15, to increase the amount of “Likes” on the Penn State men’s soccer
Facebook page from 400 to 800.
o Preparation: How many people did we reach out to via Facebook? How many of
them “Liked” the men’s soccer page in return?
o Implementation: How many Facebook events were created about attending home
games? Did each home game have an event on Facebook? How many people who
clicked “attending game” also “Liked” the men’s soccer page?
o Implementation: How many people outside of Centre County “Liked” the men’s
soccer page? How many of those people did we reach out to?
o Impact: How many Penn State undergraduate students between the ages of 18 and
22 “Liked” the Penn State men’s soccer page? How many faculty members
“Liked” the page? How many staff members “Liked” the page?

By November 15, to create a Twitter account and gain 400 followers.
o Preparation: How many people did we reach out to via Twitter? How many of
those people “followed” us in return? How many of those people were students,
faculty and staff?
o Implementation: How many people participated in the social media game day
promotions? How many of those that participated in the promotions “followed” us
in return?
49 | P e n n S t a t e M e n ’ s S o c c e r

By November 15, to increase the number of undergraduate Penn State students between
the ages of 18 and 22 who know the dates of the Penn State men’s soccer games.
o Preparation: Did we use social media to reach our target audience? Were there
updates to Facebook and Twitter during game days? Were there updates about
specific game day promotions?
o Preparation: Did we pass out schedules around campus?
o Implementation: Were the 2012 season schedules posted on the men’s soccer
Facebook page? Were there 2012 season schedules that ran in The Daily
Collegian, Centre Daily Times and State College Magazine?
o Impact: Did this lead to an increase in student attendance?
Strategy

Penn State men’s soccer game attendance has decreased dramatically from the 2010
season to 2011. Encouraged by the teams on field success in 2010 attendance rose to an
average of 1,842 fans per game and has decreased to 529 fans per game during the 2011
season. To change the perception that men’s soccer games are only interesting and
exciting to watch when they are winning national titles by placing “We are Pure Athletes”
posters and advertisements around campus. To increase the number of advertisements
seen and recognized by Penn State undergraduate students between the ages of 18 and 22
by using nude and semi-nude pictures of the men’s soccer team in a promotional calendar
and posters. The plan is to reach the target audience through sex appeal enticing Penn
State undergraduate students to attend men’s soccer games during the 2012 season by
watching the players in person that they have seen nude pictures of around campus.
50 | P e n n S t a t e M e n ’ s S o c c e r
o Preparation: Did we effectively identify the interests of our target audience? Did
attendance increase after “We Are Pure Athletes” posters were placed around
campus?
o Implementation: How many “We Are Pure Athletes” calendars and posters were in
circulation around campus?
o Implementation: After the “We Are Pure Athletes” calendars and posters were
distributed was there an increase (exact number) in freshman attendance at men’s
soccer games? Did we resurvey to verify attendance? Did we resurvey to verify the
reason for attendance?
o Preparation: Why were previous advertisements overlooked or not seen by the
target audience? Did we resurvey to confirm this?
o Impact: What did the Agency do to improve this?
o Impact: Was there a constant increase in freshman attendance at men’s soccer
games throughout the 2012 season?
o Impact: What can KAS Public Relations do to continue the constant growth in
attendance at men’s soccer games?
Our Agency plans to send another altered survey to Penn State undergraduate students to
observe how predispositions, opinions and attitudes about the Penn State men’s soccer team
have changed throughout the semester. This will demonstrate what parts of the campaign
were effective and what parts of the campaign need to be perfected.
51 | P e n n S t a t e M e n ’ s S o c c e r
Tactics

The ability of true athletes such as the Penn State men’s soccer team will be exposed in a
new campaign called “We Are Pure Athletes.” This campaign will be similar to the ESPN
Bodies’ advertisements that feature over 30 athletes in nude and semi-nude photographs.
Students can see these advertisements and posters around campus, pick up fliers of certain
players and obtain a calendar featuring them individually at each game.
o Preparation: Did the target audience identify “We Are Pure Athletes” with the
Penn State men’s soccer team?
o Implementation: Did we effectively identify the interests of our target audience?
Did we resurvey?
o Impact: How many “We Are Pure Athletes” calendars were dispersed? How many
posters were put up around campus? Which places on campus see the most traffic?
What locations attracted the most attention where the “We Are Pure Athletes”
posters were placed?

Foursquare Campaign. The Penn State men’s soccer team will run a promotion allowing
students to check into Jeffrey Field on Foursquare and Facebook to receive Penn State
giveaways and free memorabilia during that game. All men’s soccer attendees who check
into Jeffrey Field before and during game time will be entered into a final prize drawing at
the end of the season. The greater number of times fans check in, the greater their chance
will be for winning the grand prize.
o Impact: Was there an increase in the amount of people checking into Jeffrey Field
on Foursquare?
o Impact: What was the total attendance for each game during this campaign?
52 | P e n n S t a t e M e n ’ s S o c c e r
o Implementation: How many updates on Facebook and Twitter did we create
reminding people to use Foursquare to check in during game time?

Season-long promotion: The Penn State men’s soccer team will be offering a promotion to
increase attendance by bringing multiple friends to a game. If you bring five or more
friends with you to a game you will receive a gift box of Penn State memorabilia. The
campaign will be promoted through GoPSUsports.com, Facebook, Twitter and fliers
around campus.
o Impact: What was the total number of attendance for this game?
o Impact: Did students enjoy the experience? How many are willing to attend
another game?
o Preparation: Which giveaways were the most popular?
o Implementation: Were our advertisements on GoPSUsports.com, Facebook and
Twitter effective? Was there an event created on Facebook for this promotion?

Creating a Twitter for the Penn State men’s soccer team and tweeting daily promotions
and game day promotions the team is holding will drive fans to the page and to the games.
The first five people (that are following the soccer team on Twitter) to retweet certain
posts during game day will receive a Penn State tote bag and T-shirt.
o Preparation: Did our followers on Twitter increase? If so, by how many followers?
o Implementation: Of these followers how many are students, faculty or staff?
o Impact: How many of our tweets were retweeted during game day promotions?

Game 1: “For the Glory” will be an event held prior to the team’s first game against
Sienna College on August 25. The event will invite students, faculty, families and fans to
attend and receive free food, participate in games, win prizes and attend a meet-and-greet
53 | P e n n S t a t e M e n ’ s S o c c e r
session with the players. The event will be advertised heavily during move-in weekend
generating excitement and attendance to the game. Advertisements will be placed on
gopsusports.com and The Daily Collegian.
o Preparation: How did we advertise this event?
o Implementation: Was there an increase in attendance during this game? Was there
an increase in the number of freshman that attended in comparison to previous
season openers?
o Impact: Was there an increase in non-student attendance? Did we resurvey?
o Impact: Did attendance decrease after the season opener?

Games 2 through 5: During these four games there will be posters of players and coaches
displayed around campus. Four posters will be displayed around campus per game in
various locations. These posters will provide the player or coach’s name and a short story
describing a struggle, success, or fun time in their life. Each game day there will be
different posters displayed around campus allowing fans to advance their knowledge on
the individual players and coaches. Those that have found the poster locations will have
the opportunity to meet-and-greet the players after the game. To allow the fans to engage
further with this promotion clues about the poster locations will be mentioned on
Facebook and Twitter before each game. Any fans that post all of the photos of each
poster on the Penn State men’s soccer Facebook or Twitter page will be entered to receive
a grand prize.
o Preparation: Was there an increase in traffic to the men’s soccer Facebook and
Twitter pages?
54 | P e n n S t a t e M e n ’ s S o c c e r
o Implementation: Was there an increase in the amount of “likes” on Facebook? Was
there an increase in the amount of followers on Twitter? How many of these
people participated in the promotion?
o Impact: Was there an increase in the amount of players that participants could
name preceding the promotion? Did participants become more knowledgeable
about players on the team after the promotion? Did we resurvey to verify this?

Game 6: “A Day in the Life” where a lucky high school or middle school soccer player
will have the opportunity to play in one team practice. They will have the chance to be a
member on the Penn State men’s soccer team for one day by participating in practice and
receiving one-on-one time with Head Coach Bob Warming. On Tuesday, September, 18
the lucky winner will be introduced with the team and get to stand on the sideline with the
players during their game against Ohio State.
o Preparation: Were the advertisements in The Daily Collegian and Centre Daily
Times effective? Did we reach our target audience with these advertisements?
o Implementation: How many local high school and middle school soccer players
participated in the competition?
o

Impact: Did younger students enjoy this experience?
Game 7: “Youth Soccer Night” where local youth soccer players in the area have the
opportunity to receive a tour of all Penn State athletics sports facilities. All youth soccer
players must wear their jerseys to count toward the organization. The local youth soccer
team with the largest turnout will win a tour of the facility, an organized dinner with select
players, and recognition at the next game.
55 | P e n n S t a t e M e n ’ s S o c c e r
o Preparation: Were the advertisements placed in The Daily Collegian and Centre
Daily Times effective? Did we reach our audience?
o Implementation: How many local high school and middle school teams came to the
game?
o Impact: Did these younger students enjoy the experience? Did these students return
to preceding games? Did we resurvey?

Game 8: “Family Night” is an evening filled with activities and games that they can
enjoy. There will be free food prior to the game and a fireworks display after. Families can
enjoy a night together while also watching and cheering on the men’s soccer team.
o Preparation: How many families attended the game for the first time?
o Implementation: How many are willing to attend a second game? (Results will be
from second survey.)
o Impact: Did families and youth enjoy the experience?

Game 9: “Pink Zone” is a night dedicated to Breast Cancer Awareness Month. The
players will wear pink gear along with their Penn State attire. The coach and staff will be
sporting pink as well while fans are encouraged to do the same. Donations will be
accepted at the door. All proceeds made that night will be given to the Susan G. Komen
Foundation.
o Impact: What was the exact number of attendance at this game? Was this
promotion effective in comparison to other game day promotions?
o Impact: How many new soccer game attendees came out for the game? Did this
provide us with new information on our target audience?
o Impact: How much money was collected during the game that went to Breast
Cancer?
56 | P e n n S t a t e M e n ’ s S o c c e r

Game 10: “Dollar Dog Night” will feature hot dogs on sale for only $1. Fans in the Penn
State community are encouraged to come out and watch the game while eating hot dogs
for a very cheap price.
o Impact: By how many people was attendance increased for this game? (Statistics
will be checked)
o Implementation: How many hot dogs were purchased?
o Preparation: How many people came out specifically for cheap food? (We will
resurvey)

Game 11: “Student-Athlete Night” is a night for student-athletes from all sports at Penn
State to come out to support the men’s soccer team. Fans that attend will have the chance
to meet players from other athletic teams before the game and will meet the men’s soccer
players and coaches after the game. Food will also be provided before the game on a first
come first serve basis.
o Implementation: How many student-athletes attended this game?
o Implementation: Which sports team had the largest turnout of student-athletes
attend?

Game 12: “Senior Night” will recognize all the senior soccer players and their parents.
The players’ families will be encouraged to attend while the Penn State fans and
community will receive pompoms to cheer on their favorite players.
o Impact: What was the total attendance for this game? How did it differ from the
attendance of the season opener?
o Preparation: How many advertisements were placed in print media outlets like The
Daily Collegian and Centre Daily Times?
57 | P e n n S t a t e M e n ’ s S o c c e r
Viral Marketing Strategic Plan: “Many Stories One Team”
Introduction
In order to complement the overall creation of the Twitter account of the team, Penn State
men’s soccer will launch the “Many Stories One Team” campaign in order to increase the number
of Twitter followers.
Rationale
56 percent of students surveyed claimed they used a social media tool to find out about
Penn State sporting events. Twitter is one of the fastest growing social media platforms used by
students between the ages of 18 and 22. Therefore, a viral Twitter promotion provides the
opportunity to create a viral campaign that targets a younger audience.
Elements
During four of the Big Ten games there will be posters of four players and coaches
displayed around Jeffrey Field and campus. These posters will show the players or coaches, their
name and will include a short story about a struggle, success, or a fun time in their life. Each of
the four games will have the posters displayed in new spots with new players and coaches. This
will allow fans to read about the players and coaches and learn more about them. For the fans that
have found these poster locations and stories about the players will be able to meet-and-greet the
players after the game. This will allow fans to personally interact with the players and familiarize
themselves with the team they are watching on the field. To allow the fans to engage further with
this promotion, clues about poster locations will be tweeted and mentioned through Facebook and
Twitter before each game. The poster will also direct fans to take a picture of it and collect all 20
photos by the end of the season. Any fans that tweet or post all the photos on Facebook to the
men’s soccer Facebook or Twitter page will be entered to receive Penn State memorabilia.
58 | P e n n S t a t e M e n ’ s S o c c e r
Projected Results
This campaign aims to increase Twitter and Facebook followers to the Penn State men’s
soccer Facebook and Twitter page by 400 people. The planned increase in followers will lead to
more students being informed of the games and an increase attendance.
59 | P e n n S t a t e M e n ’ s S o c c e r
MEDIA KIT
60 | P e n n S t a t e M e n ’ s S o c c e r
The Pennsylvania State University Varsity Men’s Soccer Team
263 Rec Hall, University Park, PA 16802 * P: 814-863-7477
September 1, 2012
Michael Oplinger, sports chief
The Daily Collegian
132 S. Burrowes St.
State College, PA 16801-3882
Michael Oplinger:
As you may have noticed images of student-athletes playing soccer in the nude have been
appearing across campus and in stores downtown. These images have drawn numerous reactions
from students and members of the Penn State community. Many have given their opinion of the
posters; however, there is another story that has yet to be told, the story of the men that appear in
the posters.
The men in those posters are Penn State men’s soccer players. They are part of a campaign by
Penn State Intercollegiate Athletics to promote the team as pure athletes. The players pictured in
the posters include Goalie Andrew Wolverton, Forward Minh Vu and Forward Julian Cardona.
Penn State Intercollegiate Athletes would like to propose a feature story for your daily sports
section about the untold experience of what it was like for these athletes to pose nude. I have seen
the Daily Collegian’s work on past feature stories and I strongly believe that a piece on what it
took to make these posters in one of your September issues will be a hit for the paper.
Based upon the students’ interest in the posters, many of your readers will want to know how the
posters and campaign started. Your readers will want to know how this idea was created and what
it was like for the players on the other side of the camera to be captured nude. A story about the
origin of the posters with interviews from each player highlighting their photo-shoot experience
will capture your readers’ attention. An in-depth story including interviews with the players and
Marketing Manager Jeff Fischer would make for a great feature story.
I will arrange interviews with Wolverton, Vu and Cardona so they can individually tell you about
their experiences with the photo-shoot. I can also arrange an interview with Marketing Manager
Jeff Fischer who can finish the piece with insight to why they chose this campaign to promote the
men’s soccer team.
This story could potentially make readers change how they think about soccer athletes. I will call
in a few days about your interest in the story. For more information on this feature story please
contact me at 732-673-3815 or by email me at sfu101@psusoccer.com.
Best,
Penn State Intercollegiate Athletics
KAS Public Relations
61 | P e n n S t a t e M e n ’ s S o c c e r
To: mjo5071@psu.edu
From: sfu101@psusoccer.com
Subject: Sam from Penn State men’s soccer
Hi Michael,
As you may have noticed images of student-athletes playing soccer in the nude have been
appearing across campus and in stores downtown. Many students have given their opinion of the
posters; however, there is another story that hasn’t been told, the story of the men actually in the
posters.
I have seen the Daily Collegian’s work on past feature stories about sports outside of the field of
play and I strongly believe that a feature piece on what it took to make these posters in one of
your September issues will be a hit for the paper.
I will happily set up interviews with the three players featured in the posters as well as the mind
behind the campaign. From the players interviews you can give your readers insight on why these
posters are out there and what it went to make them.
For more information on this feature story please contact me at 732-673-3815 or email me at
sfu101@psusoccer.com.
Regards,
Sam Underwood
KAS Public Relations
Penn State Men’s Soccer
@mikeoplin ever wonder what it’s like to have a pic taken of you while nude…while playing a
sport? Come find out! (link to bodies posters)
62 | P e n n S t a t e M e n ’ s S o c c e r
Penn State Men’s Soccer
HEAD COACH
Bob Warming (2nd season at PSU, 34th overall)
Overall Record: 406 – 197 – 69
COACHING STAFF
Bo Oshoniyi – Assistant Coach
Chad Duernberger – Assistant Coach
Drew Coast – Volunteer Assistant Coach
FACILITIES
Jeffrey Field
Located on the corner of University Drive and Park Avenue Jeffrey
Field was built in 1972 and has been renovated several times to
include bleachers, lights, press boxes, video booths and a new field
surface. The latest renovation in 2003 brought the seating capacity
to 5,000. The next renovation will include restrooms and locker
rooms. The field is named for legendary Penn State Soccer Coach
Bill Jeffrey who coached the team from 1926 – 52.
HISTORY
The Penn State men’s soccer team played its first game in 1911 and
completed in 101st season in 2011. The team’s records and
championships are:




CONFRENCE
Overall Record: 782 – 362 – 123
Big Ten Record 57 – 52 – 10
11 National Championships
3 Big Ten Tournament Championships
The team is a part of the Big Ten Conference which is made up of
12 schools stretching from Pennsylvania to Nebraska and is the
oldest conference in Division I Athletics. Penn State became a
member of the conference in 1991.
63 | P e n n S t a t e M e n ’ s S o c c e r
CURRENT ROSTER
1 Andrew Wolverton GK FR
2Justin Lee D SR
3Daniel Burnham F JR
4Mark Fetrow D SR
5Jacob Barron M JR
6Kyle MacDonald M FR
8Hasani Sinclair F JR
10Minh Vu M/F JR
11Doug Stevenson M/F FR
12Owen Griffith D FR
13Brian Forgue D JR
14Marvin Ledgister M/F JR
15John Gallagher M JR
16Dan Hepner M/D FR
17Julian Cardona F/M JR
18Grant Warming MS O
19Daniel Parr M JR
21Mackenzie Arment M SR
22Matt Smallwood D SR
23Jordan Tyler F SO
24Randy Falk D FR
26Marco Ciarla M RS
27Danny Sheerin GK FR
28Micah Collins GK RS SR
SOCIAL MEDIA
Twitter: @gopsusportsjr
Facebook: facebook.com/pennstatemenssoccer
CONTACT
Sam Underwood
Office: 814 -865 -7788
Fax: 814-865-999
Cell: 732-673-3815
Email: sfu101@psu.edu
Twitter: @Sam_Underwood
64 | P e n n S t a t e M e n ’ s S o c c e r
Bob Warming – Penn State Men’s Soccer Head Coach
It did not take long for Head Coach Bob Warming to make an immediate
impact on the men’s soccer team once he was hired on April 24, 2010. During his
first season as head coach in 2010 he lead the squad to a 14 win season, their
most since 2002, a Big Ten title game appearance and their first NCAA
tournament game victory since 2005. He continued this success in the 2011 season with an overall
record of 9-9-4 and an extremely young and new team.
He has been the head coach at nine different schools during his 34-year career and has
won a total of 406 games, winning his 400th game during the 2011 season. He has been a finalist
for the Coach of the Year award six times and won the title in 2008. His 406 wins rank him 6th
among active coaches and 15th overall in wins.
Warming also holds his players to high standards outside the soccer field. In 2010 the
Penn State soccer team received the NSCAA Team Academic Achievement Award earning the
honor with a 3.07 team GPA. His 2009 Creighton team also won the community service award
for amassing over 1500 hours of volunteer activities.
Warming began his head coaching career at Transylvania University in 1976. However,
his most successful stint was his most recent coaching job at Creighton University in Omaha.
There, he turned a dormant team into a perennial winner in the Missouri Valley Conference
during two stints with the team from 1990 – 94 and 2001 -09. He was also instrumental in
developing and fundraising for a new stadium at Creighton University.
A 1975 graduate of Berea College, Warming and his wife, Cindy, have four children Emily, Bess, and twins Audrey and Grant.
65 | P e n n S t a t e M e n ’ s S o c c e r
MEDIA ADVISORY
KAS Public Relations
The Pennsylvania State University Varsity Men’s Soccer Team
263 Recreation Hall, State College PA P: 814-865-1757 • F: 814-863-3165
Contact
Kayla Inserra
919-388-4386 (office)
919-601-2247 (cell)
Aug. 15, 2011
For immediate release
GO GO GADJET HOSTS FREE CONCERT AT JEFFREY FIELD TO KICK OFF
MEN’S SOCCER SEASON OPENER
WHAT:
To increase student attendance and generate excitement at men’s soccer games,
The Pennsylvania State University will host a free concert and carnival, “For the
Glory” featuring cover band Go Go Gadjet. The event aims to increase attendance
by 400 students for the soccer teams season opener against Siena College. The
carnival will feature free food, games, prizes and an autographed meet-and-greet
session with the Penn State men’s soccer team. The first 300 students in attendance
will receive free Penn State merchandise. There will be a soccer shootout
competition judged by Head Coach Bob Warming himself. The contest is free to
enter and the winner will receive a $100 gift card to the Penn State Bookstore
downtown. A limited number of tickets are available at Jeffrey Field the day of the
event.
WHEN:
Aug. 25 from 5 p.m. to 11:30 p.m.
Carnival begins at 5 p.m.
Men’s soccer game begins at 7 p.m.
Concert begins at 9:30 p.m.
WHERE:
Jeffrey Field
The Corner of University Drive and Park Avenue
(Located across from the Penn State intramural fields)
-MORE-
66 | P e n n S t a t e M e n ’ s S o c c e r
GADJET CONCERT, Add 1
WHO:
Go Go Gadjet, cover band
Rodney Erickson, president, Pennsylvania State University
Bob Warming, head coach, Pennsylvania State University
Bo Oshoniyi, assistant coach, Pennsylvania State University
Chad Duernberger, assistant coach, Pennsylvania State University
Drew Cost, volunteer assistant coach, Pennsylvania State University
Andrew Wolverton, goalkeeper
Justin Lee, defender
Daniel Burnham, forward
Mark Fetrow, defender
Jacob Barron, midfield
Kyle MacDonald, midfield
Hasani Sinclair, forward
Minh Vu, midfield
Doug Stevenson, midfield
Owen Griffith, defender
Brian Forgue, defender
Marvin Ledgister, midfield
John Gallagher, midfield
Dan Hepner, midfield
Julian Cardona, forward
Grant Warming, midfield
Daniel Parr, midfield
Mackenzie Arment, midfield
Matt Smallwood, defender
Jordan Tyler, forward
Randy Falk, defender
Marco Ciarla, midfield
WHY:
“For the Glory” was created to produce excitement and to generate enthusiasm
among Penn State students when attending men’s soccer games. Encouraged by
the teams on field success in 2010, Penn State ranked 13th in the NCAA with an
average attendance of 1,842 fans per game. Since then the rate of attendance has
dropped to an average of 529 fans per game in 2011. The event aspires to target
incoming freshman to demonstrate school spirit, pride and the enthusiasm to attend
all sporting events during the 2012 season.
-30-
NOTE:
Media interviews with Head Coach Bob Warming and select players of the Penn
State men’s soccer team will take place at 9:30 p.m. directly after the game at
Jeffrey Field. No other media interviews will be held.
67 | P e n n S t a t e M e n ’ s S o c c e r
BROCHURE
68 | P e n n S t a t e M e n ’ s S o c c e r
NEWS RELEASE
KAS Public Relations
The Pennsylvania State University Varsity Men’s Soccer Team
263 Recreation Hall, State College PA P: 814-865-1757 • F: 814-863-3165
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Kayla Inserra
212-353-5843 (office)
464-353-9781 (cell)
Aug. 15, 2011
For immediate release
GO GO GADJET HOSTS FREE CONCERT AT JEFFREY FIELD TO KICK OFF
MEN’S SOCCER SEASON OPENER
To increase student attendance and generate excitement at men’s soccer games Penn State
University will host a free concert, “For the Glory”, at Jeffery Field featuring cover band Go Go
Gadjet preceding the men’s soccer home opener against Sienna College.
The night of festivities will begin at 5 p.m. on August 25 with free food, autographs with
the players and coaches, games, prizes, giveaways and a free concert. The first 300 students in
attendance will receive free Penn State merchandise.
Go Go Gadjet will perform beginning at 9:30 p.m. in the fields located to the right of
Jeffery Field. Fans and students can claim their free ticket to the concert after the game but there
is a limited supply.
“The team and I have high hopes for this season and we can use all the support we can
get,” Bob Warming, Penn State Head Soccer Coach said. “We love our fans and we hope to see
more students at the games to see these boys play their hearts out. Our goal for this event is to
draw students to Jeffery Field and have them stay for the entire game.”
-MORE-
69 | P e n n S t a t e M e n ’ s S o c c e r
FREE CONCERT, Add 1
The men’s soccer team needs Penn State students’ support as their cheerleaders and fans
during home games to guide the soccer team to another NCAA championship game. This event
will allow fans, students and community members to get a taste of what attending a men’s soccer
game is like. Attendees will have the benefit of joining the earlier festivities and the chance to
attend a free concert preceding the game by a local favorite.
By attending this event you will be supporting the team and Penn State student-athletes.
Freshmen are especially encouraged to attend the festivities that are happening during their first
weekend at school. Gaining a loyal fan base of freshman students who will attend soccer games
throughout their next four years at Penn State is imperative to the team’s success.
For more information about the event and the Penn State men’s soccer team, please visit
www.gopsusports.com.
-30-
70 | P e n n S t a t e M e n ’ s S o c c e r
NEWS RELEASE
KAS Public Relations
263 Recreation Hall, State College PA P: 814-865-1757 • F: 814-863-3165
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Sam Underwood
212-353-5843 (office)
343-546-9145 (cell)
Aug. 15, 2012
For immediate release
NAKED SOCCER PLAYERS INCOPORATED INTO PENN STATE MEN’S SOCCER
MARKETING FOR 2012 SEASON
To increase attendance and gain a loyal fan base at Penn State men’s soccer games,
student-athletes are posing nude to reveal their true athletic abilities in an original marketing
campaign called “We Are Pure Athletes.”
These nude photos of soccer players can be seen in local businesses downtown, plastered
on bulletin boards around campus and distributed for students’ own pleasure in calendar form at
Jeffrey Field during men’s soccer games.
The men in these posters and calendars are Penn State men’s soccer players. They are part
of a campaign by Penn State Intercollegiate Athletics to promote the men’s soccer team as pure
athletes in an eccentric manner. The players pictured in the posters include Goalie Andrew
Wolverton, Forward Minh Vu and Forward Julian Cardona.
“Marketing is an important part of drawing in fans to a sporting event, such as men’s
soccer,” Head of Penn State Olympic sports marketing, Jeff Fisher said. “We want fans and
students to want to attend games and I think that these shocking photos of nude soccer players are
a great way to get the attention of the Penn State student body.”
-MORE71 | P e n n S t a t e M e n ’ s S o c c e r
NAKED SOCCER PLAYERS, Add 1
The “We Are Pure Athletes” campaign was created after a steep decline in student
attendance at men’s soccer games during the 2011 season. The goal of the campaign is to escalate
student attendance back to where it was in 2010 after the team won the NCAA championship title
for the first time since 2005.
The campaign strives to attract student and local community attention toward the men’s
soccer team in a way they have not been targeted before. Penn State Intercollegiate Athletics is
partaking in a multitude of new events and promotions for the 2012 soccer season.
Another marketing promotion recently put into place is based off of checking into Jeffery
Field on Foursquare. Every time a student checks in they will be entered to win a $500 gift
certificate to the Penn State Bookstore at the end of the season. The more games they attend and
check-in at, the more times they will be entered to win
The promotions are to entice students, fans and community members to cancel any plans
for the night and come out and support the team. Freshmen are especially encouraged to attend
helping to build a loyal fan base of students who will continue to attend games throughout the
next four years.
These promotions are to a way to increase attendance and allow fans, students and
community members to get a taste of what watching pure athleticism looks like in person.
For more information on the Penn State men’s soccer team, please visit
www.gopsusports.com.
-30-
72 | P e n n S t a t e M e n ’ s S o c c e r
NEWS RELEASE
KAS Public Relations
263 Recreation Hall, State College PA P: 814-865-1757 • F: 814-863-3165
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Kayla Inserra
212-353-5843 (office)
464-353-9781 (cell)
Aug. 15, 2012
For immediate release
GO GO GADGET HOSTS FREE CONCERT AT JEFFREY FIELD TO KICK OFF
MEN’S SOCCER SEASON OPENER
To increase student attendance and generate excitement at men’s soccer games, Penn State
University will host a free concert, “For the Glory”, at Jeffrey Field featuring cover band Go Go
Gadget preceding the men’s soccer home opener against Sienna College.
The night of festivities will begin at 5 p.m. on August 25 with free food, autographs with
the players and coaches, games, prizes, giveaways and a free concert. The first 300 students in
attendance at the men’s soccer games will receive free Penn State merchandise.
Go Go Gadjet will perform beginning at 9:30 p.m. in the fields located to the right of
Jeffery Field. Fans and students can claim their free ticket to the concert after the game but there
is a limited supply.
“The team and I have high hopes for this season and we can use all the support we can
get,” Bob Warming, Penn State Head Coach said. “We love our fans and we hope to see more
students attend the games to see these boys play their hearts out. Our goal for the event is to draw
students’ to Jeffrey Field that will stay for the entire game.
-MORE-
73 | P e n n S t a t e M e n ’ s S o c c e r
FREE CONCERT, Add 1
The men’s soccer team needs Penn State students’ support as their cheerleaders and fans
during home games to guide the soccer team to another NCAA championship game. This event
will allow fans, students and community members to get a taste of what attending a men’s soccer
game is like. Attendees will have the benefit of joining the earlier festivities and the chance to
attend a free concert preceding the game by a local favorite.
By attending this event you will be supporting the team and Penn State student-athletes.
Freshmen are especially encouraged to attend the festivities that are happening during their first
weekend at school. Gaining a loyal fan base of freshman students who will attend soccer games
throughout their next four years at Penn State is imperative to the team’s success.
For more information about the event and the Penn State men’s soccer team, please visit
http://www.gopsusports.com.
-30-
74 | P e n n S t a t e M e n ’ s S o c c e r
CAMPAIGN
COLLATERALS
75 | P e n n S t a t e M e n ’ s S o c c e r
Media Plan
KAS Public Relations
The Pennsylvania State University Varsity Men’s Soccer Team
263 Recreation Hall, State College PA P: 814-865-1757 • F: 814-863-3165
The Daily Collegian
Michael King, editor in chief
123 S. Burrowes St.
State College, PA 16801-3867
P: 814-8651828 F: 814-863-1126
editorinchief@psucollegian.com
Preferred method of contact is mail
The Penn State men’s soccer team is a group of strong and powerful young athletes. These
athletes’ abilities do not receive the attention it deserves. We are promoting their abilities
in a new campaign called “We Are Pure Athletes” revealing the bodies of true athletes and
their assets in poster form. The advertisements will catch readers’ attention by promoting
the players in a different light.
The advertisement will be run in The Daily Collegian’s October 2011 issue.
Kayla Inserra, President of KAS Public Relations
Centre Daily Times
Teresa Bonner, editor
3400 E. College Ave.
State College, PA 16801
P: 814-231-4624 F: 814-238-1811
tbonner@centredaily.com
E-mail is preferred
Provide a feature story on Brain Forgue, a junior men’s soccer player, describing the
soccer team’s fall and spring workouts, daily practices and diets. This story will provide
readers with the intensity and real athleticism that soccer players endure.
The story will be published in the Centre Daily Times on September 23, 2012.
Sam Underwood, Vice President of KAS Public Relations
76 | P e n n S t a t e M e n ’ s S o c c e r
State College Magazine
Jennifer Zeigler
1001 University Dr.
State College, PA 16801-6600
P: 814-867-2222 F: 814-234-4487
jzeigler@statecollegemagazine.com
E-mail is preferred method of contact
To increase student attendance and generate excitement at men’s soccer games, The
Pennsylvania State University will host a free concert and carnival, “For the Glory”
featuring cover band Go Go Gadjet. The event aims to increase attendance by 400 students
for the soccer team’s season opener against Siena College. Providing a news story that
educates freshman on the details of the event will provide an encouraging story for them
to attend their first soccer game.
The story will run in the State College Magazine August 2012 issue.
Ashley Hendriz, PR Specialist of KAS Public Relations
WBHV-FM
Nick Ferrara, operations manager
160 Clearview Ave.
State College, PA 16803
P: 814-238-5085 F: 814-238-7932
nferrara@resultsradiopa.com
E-mail is the preferred method of contact
A 30 second radio feature encouraging students to follow the Penn State men’s soccer
team on Facebook, Twitter and Foursquare. The feature will explain the Foursquare
campaign the men’s soccer team is holding. Attending men’s soccer games and checking
into Jeffrey Field on Foursquare will enter fans into a raffle drawing. The grand prize is a
$500 gift certificate to the Penn State Bookstore.
The feature will run during the week of August 19, Welcome Week.
Ashley Hendrix, PR Specialist of KAS Public Relations
77 | P e n n S t a t e M e n ’ s S o c c e r
WPSU-TV
Bill Amin, sports director
120 Innovation Blvd.
State College, PA 16802
P: 814-863-9358 F: 814-856-3145
aminw@psu.edu
E-mail preferred method of contact
The Penn State men’s soccer team was ranked 13th in the NCAA for average attendance
per game in 2010. That year the team won 14 games, its most since 2002, and advanced to
the Big Ten championship game. In 2011, the team was not as successful and attendance
dropped by over 1,000 fans per game. Providing viewers with the idea that that they could
potentially help the soccer team have a more successful season just by attending on game
will encourage students to go. Interviews with select players will be available as will
special press passes.
This story will air on September 1, 2012 before the rival game against Ohio State
University.
Kayla Inserra, President of KAS Public Relations
State College’s ESPN Sports Radio 1450
Pat Bolan, news and sports director
2241 Park Center Blvd.
State College, PA 16801
P: 814-237-9800 F: 814-237-2477
pboland@foreverradio.com
E-mail is preferred
The Penn State men’s soccer team wants to promote awareness of games among the
student body and B 94.5 is the ideal station for this. We are willing to offer players for
interviews during the morning show. Encouraging your listeners to attend games and
endorsing our various promotions will help to increase attendance.
Promotions will run from June to December of 2012.
Sam Underwood, Vice President of KAS Public Relations
78 | P e n n S t a t e M e n ’ s S o c c e r
Onward State
Dan McCool, managing editor
dan@onwardstate.com
E-mail is the preferred method of contact
Provide a feature story highlighting the new social media Foursquare campaign that the
men’s soccer team is promoting. Checking into Jeffrey Field on Foursquare during game
time will enter you into a drawing to win a $500 gift certificate to the Penn State
Bookstore.
The story will run on September 19, 2012
Kayla Inserra, President of KAS Public Relations
Big Ten Network
Carter Quentin, producer
600 W. Chicago Ave. Suite 875
Chicago, Illinois 60654-2822
P: 312-665-0829 F: 312-655-0740
Quentin.carter@bigtennetwork.com
E-mail is the preferred method of contact
The lack of attendance at Penn State men’s soccer games has decreased by over 1,000 per
game from the 2010 season to the 2011 season. By providing footage of fans at soccer
games will generate excitement and cause students to attend more games. There will also
be interviews with coaches and players after the games.
Footage will run from August-November of 2012.
Ashley Hendrix, PR Specialist of KAS Public Relations
79 | P e n n S t a t e M e n ’ s S o c c e r
RADIO SPOT
The Pennsylvania State University Men’s Soccer Team
263 Rec Hall, University Park, PA 16802 P: 814-865-2407 F: 814-865-9898
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Ashley Hendrix
814-987-0989 (office)
814-873-3909 (fax)
Aug. 20, 2012
For immediate release
PENN STATE SOCCER HOSTS “FOR THE GLORY” EVENT
Start Date:
Kill Date:
Run Time:
Aug. 25, 2012
Nov. 1, 2012
30 seconds
(Male Voice, Corey Hertzog (her-chog), former soccer player/current MLS player) Hey
Penn State soccer fans! This is former player Corey Hertzog (her-chog) and I want you to check
out the “For The Glory” event before the Men’s soccer home opener versus Sienna College on
August 25.. The event will feature free food, prizes and a meet-and-great with the player before
they take the field at 7 p.m.! There will also be a special performance by local favorite Go Go
Gadjet after the game so make sure to stick around. Come on and check out my former teammates
and future M-L-S stars starting at 5 p.m.! See you all there!
###
80 | P e n n S t a t e M e n ’ s S o c c e r
RADIO SPOT
The Pennsylvania State University Men’s Soccer Team
263 Rec Hall, University Park, PA 16802 P: 814-865-2407 F: 814-865-9898
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Ashley Hendrix
814-987-0989 (office)
814-873-3909 (fax)
Aug. 20, 2012
For immediate release
PENN STATE SOCCER HOSTS “FOR THE GLORY” EVENT
Start Date:
Kill Date:
Run Time:
Aug. 25, 2012
Nov. 1, 2012
15 seconds
(Male Voice, Corey Hertzog (her-chog), former soccer player/current MLS player) Hey
Penn State soccer fans! This is Corey Hertzog (her-chog) and I want you to check out the “For
The Glory” event before the men’s soccer home opener on August 25. The event starts at 5 p.m.
and will feature free food, prizes, a meet-and-great with the players and a performance by Go Go
Gadjet. See you all there!
###
81 | P e n n S t a t e M e n ’ s S o c c e r
TV SPOT
The Pennsylvania State University Men’s Soccer Team
263 Rec Hall, University Park, PA 16802 P: 814-865-2407 F: 814-865-9898
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Ashley Hendrix
814-987-0989 (office)
814-873-3909 (fax)
Aug. 20, 2012
For immediate release
WE ARE PURE ATHLETES
Start Date:
Aug. 25, 2012
Kill Date:
Nov. 1, 2012
Run Time:
60 seconds
VIDEO
Player (11) Scores goal does
flip celebration
(Indiana game :38-:45)
CUT We Are screen appears
and zooms in
CUT to fan shot
(Ohio State :23 - :25)
CUT Fighters screen appears
and zooms in
CUT to MSU Goal
(Michigan State :43-:51)
CUT Ripped screen appears
and zooms in
CUT to Coach
(Ohio State :40 -:45)
CUT to Strong screen appears
and zooms in
CUT to Penn State team
huddle
(UMBC :22- :24)
CUT to Fans Akron and (11)
goal
(Akron :16 - :22.1)
CUT to header goal
(Indiana :50- :52.8)
CUT to We Are screen and
AUDIO
SFX Fort Minor Remember
the Name
TIME
(:074) (:074)
SFX Fort Minor Remember
the Name
SFX Fort Minor Remember
the Name
SFX Fort Minor Remember
the Name
SFX Fort Minor Remember
the Name
SFX For Minor Remember the
Name
SFX Fort Minor Remember
the Name
SFX Fort Minor Remember
the Name
SFX Fort Minor Remember
the Name Instrumental
(:04) (:114)
SFX Fort Minor Remember
the Name Instrumental
(:061) (:438)
SFX Fort Minor Remember
the Name Instrumental
SFX Fort Minor Remember
(:028) (:466)
(:02) (:134)
(:04) (:174)
(:053) (:227)
(:04) (267)
(:05) (:317)
(:04) (:357)
(:02) (377)
(:04) (:506)
82 | P e n n S t a t e M e n ’ s S o c c e r
zooms in
CUT to Fans Akron in stands
(Indiana :50 - :53)
CUT to Akron goal
(Akron :13- :16)
CUT to Pure Athletes screen
and zoom in
the Name Instrumental
SFX Fort Minor Remember
the Name Instrumental
SFX Fort Minor Remember
the Name Instrumental
SFX Fort Minor Remember
the Name Instrumental
(:021) (:527)
(:03) (:557)
(:043) (:60)
83 | P e n n S t a t e M e n ’ s S o c c e r
YouTube Video
The Pennsylvania State University Men’s Soccer Team
263 Rec Hall, University Park, PA 16802 P: 814-865-2407 F: 814-865-9898
Contact:
John Regenfuss
814- 865-1757 (office)
814-876-0824 (cell)
Ashley Hendrix
814-987-0989 (office)
814-873-3909 (fax)
Aug. 20, 2012
For immediate release
WE ARE PURE ATHLETES
Start Date:
Aug. 25, 2012
Kill Date:
Nov. 1, 2012
Run Time:
4 minutes, 10 seconds
VIDEO
Players huddle and jump
Cut Player 11 goal celebration
Cut Slow motion celebration
“Can You Handle This” Slide
Cut slow motion goal
sequence
Cut header goal
Cut fan shot
Cut 2nd header goal
Cut breakaway goal
Cut knee slide sequence
Cut breakaway sequence
“I thought so…” Slide
Cut Whiteout fans
Cut crossing goal
AUDIO
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
TIME
(:063)(:063)
(:089)(:152)
(:016)(:168)
(:04)(:208)
(:084)(:292)
(:033)(:325)
(:02)(:345)
(:044)(:389)
(:04)(:429)
(:012)(:441)
(:114)(:555)
(:04)(:595)
(:082)(1:077)
(:053)(1:13)
84 | P e n n S t a t e M e n ’ s S o c c e r
Cut player flip
We Are Slide
Cut grey jersey goal
ATHLETIC Slide
Cut player flip
STRONG Slide
Cut team celebration
ENERGETIC Slide
Cut player flip
Cut slow motion player flip
We Are Slide
Cut player flip sequence
RIPPED Slide
Cut abs sequence
MUSCULAR Slide
Cut 2nd flip sequence
Cut slow motion header
Cut Akon fan celebration
Cut player flip
Cut Michigan State game
Cut 11 celebration
Cut player clapping
Cut painted fans
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
(:048)(1:178)
(:04)(1:218)
(:051)(1:269)
(:04)(1:309)
(:03)(1:339)
(:04)(1:379)
(:044)(1:423)
(:04)(1:463)
(:046)(1:509)
(:065)(1:574)
(:04)(2:014)
(:17)(2:184)
(:04)(2:224)
(:134)(2:358)
(:04)(2:398)
(:206)(3:004)
(:138)(3:142)
(:023)(3:165)
(:023)(3:188)
(:074)(3:262)
(:052)(3:314)
(:013)(3:327)
(:029)(3:356)
85 | P e n n S t a t e M e n ’ s S o c c e r
Cut day game
Cut corner kick
We Are Slide
Cut final flip
Pure Athletes Slide
Bodies Photo
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
SFX Lets Get Ready To
Rumble Remix
(:104)(3:46)
(:039)(3:499)
(:04)(3:539)
(:58)(3:597)
(:04)(4:037)
(:063)(4:10)
86 | P e n n S t a t e M e n ’ s S o c c e r
Facebook Posts
Penn State’s men’s soccer
Come out and see the Penn State men’s soccer team play their hearts out on Saturday at 7 p.m.!
Don’t forget to come early for the festivities and free food starting at 5:30 p.m. and stay after for
Go Go Gadjet performing LIVE right after the game!
Like · · a few seconds ago near State College
Penn State’s men’s soccer
What do you have to do tonight? Come to a men’s soccer game and take a break from your
school work. The boys take on Penn at 7 p.m. at Jeffrey Field. Best of all, it’s Family Night! FREE
food will be provided and stay after the game for a fireworks display!
Like · · a few seconds ago near State College
Penn State’s men’s soccer
Support the men’s soccer team tonight at Jeffrey Field as the take on Hofstra at 7 p.m.! It’s
“Senior Night” so come grab your free pompoms and support your seniors in their final season at
Penn State!
Like · · a few seconds ago near State College
Twitter Updates
Gameday Update
PSUMensSoccer
Penn State and Soccer fans make sure to support your favorite team vs. Siena tonight at 7!
Bodies Update
PSUMensSoccer
Hey Penn State soccer fans! Have you been seeing some of our RIPPED players around campus.
Tweet us know you favorite!
Viral Update
PSUMensSoccer
Today’s clue! Many Penn Staters start the best four years of their life here!
87 | P e n n S t a t e M e n ’ s S o c c e r
Billboard
88 | P e n n S t a t e M e n ’ s S o c c e r
Survey: Penn State Men’s Soccer
1.) Have you ever attended a men’s soccer game?
c. Yes
d. No
2.) If no, please give reasons why?
h. I don’t like soccer
i. I didn’t know when the game where
j. I didn’t know Penn State had a soccer team
k. The game times are inconvenient
l. I don’t know anyone on the team
m. Never thought about it
n. Other
3.) Are you aware of the new Athletics Department promotion “Code Blue” where
students are able to swipe their Penn State ID cards to earn points and prizes for
attendance at Penn State Sporting events?
c. Yes
d. No
4.) What would help make students more aware of the “Code Blue” program? Check your
top three.
k. Posters
l. Stall Stories
m. Flyers
n. Signs around campus
o. Hub Table
p. Promotion at other athletic events
q. Onward State
r. Facebook
s. Collegian
t. Email
5.) Would different incentives get you to attend a Penn State Men’s Soccer game?
d. Yes
e. No
f. Maybe
6.) Have you seen any advertisements for Penn State Men’s Soccer games?
c. Yes
d. No
7.) Where do you get your news about sporting events? (Check your top 3)
k. The Daily Collegian
l. Hub Table
m. Posters
n. Flyers
o. Social Media
p. Team Website
q. Onward State
r. List Serv
89 | P e n n S t a t e M e n ’ s S o c c e r
s. Facebook
t. Word of Mouth
8.) Which of the following words would you use to describe soccer players?
e. Strong
f. Athletic
g. Weak
h. Fake
9.) Are you aware of the “Park Avenue Army”, the Women’s Soccer Team’s fan club
and student section?
c. Yes
d. No
10.) Why do you support Penn State’s Athletic teams? (Choose top 3)
i. Tradition
j. Fun/Social
k. Something to do
l. Fan
m. I play/love the sport
n. Know a player
o. Winning team
p. I don’t
90 | P e n n S t a t e M e n ’ s S o c c e r
Penn State men’s soccer
KAS Public Relations
263 Recreation Hall
State College, Pa 16801
December 8, 2011
Ray Agostinelli
McLanahan’s
414 East College Avenue
State College, PA 16801
Ray Agostinelli:
Have you ever been to a men’s soccer game? The Penn State men’s soccer team has an amazing
track record, but they need help with attendance.
That’s where you come into play.
Did you know that 76 percent of Penn State students who took a survey about the men’s soccer
team have never attended a game? Did you know that 74 percent of Penn State students surveyed
have never seen advertisements for the games?
I am not writing to you for a donation, money or any type of payment for that matter.
I am simply writing to you to support the men’s soccer team and promote the games and the team
in your store. McLanahan’s is a perfect downtown location where many students go for food,
clothing and other necessary items.
Attendance at men’s soccer games has been severely lacking for years with the exception of 2010.
We need to raise attendance to give the men’s soccer team the support they deserve. Help from
the Penn State community is what we need to make this happen.
By McLanahan’s promoting men’s soccer your store will be giving back to the Penn State
community that helps your business every day.
The team works year-round to stay in shape and play their hearts out every season. The problem
is they have no support or acknowledgement from the Penn State community for their hard work
and dedication.
By hanging fliers and aiding in our promotions, students will recognize these promotions every
game day. Students and community members will be aware of the team’s schedules initiating an
increase in attendance to what it was in 2010.
91 | P e n n S t a t e M e n ’ s S o c c e r
Some of the promotions we will be incorporating into the 2012 season include Pink Zone Night, a
night to wear pink and remember breast cancer survivors. All the team players will be wearing
pink socks and the coaches will be wearing pink shirts.
You could help endorse this important night by supporting our promotions and the men’s soccer
team.
We have prizes and free food along with other promotions such as game day events and concerts
throughout the season. With the track record the team has had any promotion to get attendance up
is worthwhile.
After the 2011 season, the team’s statistics were 9-9-4. Imagine what it could be with a
supporting student body in the stands cheering them on.
Simple marketing can go a long way and that’s all we are asking of you.
Spread the word about the men’s soccer schedule to the community and come out with family and
friends to see unbelievable players give it their all.
We hope to see you there!
Sincerely,
Penn State men’s soccer team
KAS Public Relations
P.S. Remember to support the men’s soccer team and spread the word to your friends and family.
Helping us advertise is simple but effective and all we need for you to do is spread the word.
92 | P e n n S t a t e M e n ’ s S o c c e r
Penn State men’s soccer
KAS Public Relations
263 Recreation Hall
State College, Pa 16801
December 8, 2011
Lacey Ochs
301 S. Pugh Street, Apt. 310
State College, PA 16801
Lacey Ochs:
Do you enjoy Penn State sporting events? Have you ever been to a Penn State men’s soccer
game?
The team needs your help in raising attendance at games and spreading the word about the team’s
overall 9-9-4 record for the 2011 season.
I am writing to make you aware of the promotions, events and exciting games that come along
with the 2012 soccer season up ahead.
Did you know that 76 percent of Penn State students who took a survey about the men’s soccer
team have never attended a game? Did you know that 74 percent of Penn State students surveyed
have never even seen advertisements for games?
Those percentages demonstrate a lack of awareness about the game schedule. Not seeing any
men’s soccer advertisements on campus is unacceptable. We are taking a strong approach to
market the soccer team next season and with your help we can give the team the support they
need.
Word of mouth is the best form of advertising.
If you attend the game you will witness how hard working and dedicated these players are. You
will also receive free prizes and food just for attending the game.
Every game there is a different promotion and you can be a part of it just by coming out with your
friends.
You can make a difference in the men’s soccer program.
The team has high hopes for this season and they can use all the support they can get. We are
hoping to see more students attend games to watch these boys play their hearts out.
93 | P e n n S t a t e M e n ’ s S o c c e r
The team works year-round to stay in shape and play hard for their fans every season. The
problem is they have no support or acknowledgement for their hard work and dedication.
You can give them the support they need by simply attending a game.
We understand that everyone is busy and may not have a few hours out of their night to spare. As
a Penn State student, supporting your school and the athletic program is a big part of being a Penn
Stater.
So why not take a break from your busy schedule and enjoy free food, music and prizes while
watching your fellow students display their strength and endurance on the soccer field.
We want you to be a part of the Penn State men’s soccer experience. We hope to see you there!
Sincerely,
Penn State men’s soccer team
KAS Public Relations
P.S. Remember, we hope to see you there and if you attend the game you will witness how hard
working and dedicated the players are. Make a difference by merely attending one game.
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Feature Story
He is an attacker. He is approaching with fast paced steps and hunger in his eyes. He has
been here before and failed at his attempt, but after 89 minutes of running he is not as fast. The
defender realizes this weakness and thinks “I’m faster. I’m stronger. I have been trained for this
moment.”
These are the thoughts running through defender Brian Forgue’s mind right before he
intercepts the ball during the final seconds of a Penn State men’s soccer match against Ohio State.
Forgue, a junior at Pennsylvania State University, has encountered many games like this one.
However, his strength and conditioning training constantly prevail over the opposing attacker.
“I’m rarely outrun by the opposing team because our spring and fall training prepare us for
the toughest competition,” said Forgue. “In practice we prepare to run against the fastest, play
against the strongest and beat the best team there is out there.”
Soccer players are the total athlete with stamina lasting for 90 minutes and using 80 to 90
percent of their maximum heart rate with little recognition. During an average game soccer
players will run about six miles exerted in shorts bursts at their top speed. The greater the players
aerobic capacity the more ground they will cover and the longer they will outlast their opponent
similar to Forgue’s triumph over his attacker.
“We train a lot harder than students think. Quickness, strength and stamina are the three
main abilities needed when you are playing defense,” said Forgue. “Closing down your opponent
is done by quickly repositioning or shuffling your footing so that you are always in front of him.
If you are tired you will lose concentration and the ball.”
The Penn State varsity men’s soccer team practices daily with the exception of game days
and a mandatory day off weekly required by NCAA rules. Practices last for about two hours
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beginning with intense defending drills, aerobic exercises and ending with a 30 to 40 minute
scrimmage.
“Playing against one another really pushes us to do our best in practice,” said Forgue.
“Spring training is much more intense because you don’t have to save your legs for a game. It is
the hardest and most intense period of soccer training requiring us to be in peak physical
condition.”
As a sophomore, Forgue was a part of the 2010 NCAA Championship team and
understands what it takes as a player and defender to get to that level. He believes his team has
the motivation and drive to get them there again, but the lack of support and morale from the
student body at games has deeply impacted the team’s performance during the 2011 season.
Daily strength conditioning and penetrating workouts are minor compared to the
improvement the team needs in attendance. Forgue believes a solid fan base is just the
breakthrough they need to take their abilities to the next level.
“When the bleachers are packed with fans rooting for the team it really enhances
something inside of you to run faster and play harder,” said Forgue. “It gives us the energy we
need to fight on.”
The team has the capability and enthusiasm to defeat Sienna College for the first game of
the 2012 season, but do they have the support of their student body and local community?
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ADVANCED
ELEMENTS
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Men’s Soccer Calendar
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Sample Men’s Soccer Calendar Page
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Postcard
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Assignment Sheet
Letter to Client
Executive Summary
Agency and Client Information
Strategic Communication Plan:
Introduction
Research Discussion & Primary
Secondary Research
Survey Tool
Research Results
Situational Analysis
SWOT Analysis
Statement of the Problem
Goals
Objectives
Strategy
Target Audience
Message
Slogan
Target Media Plan
Tactics/Rationale
Budget/Timeline
Evaluation
Viral Marketing Strategic Plan
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Elements Media Kit:
Pitch Letter
Fact Sheet
Media Advisory
Brochure
News Releases
SEO news release
Campaign Collaterals:
Target Media Plan
YouTube Video
Script
Billboard
Survey Tool
Letters of Appeal
Feature Story
Creative Media Package
Facebook Posts
Twitter Posts
Advanced Elements:
Calendar
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