Executive Summary……………………………………………….3
Situation Analysis………………………………………………….4
Industry Information…………………………………………………………4
Client Background……………………………………………………….....10
Problem………………………………………………………………………11
Target Market………………………………………………………………..12
Competition…………………………………………………………………..16
Objectives…………………………………………………………..20
Strategies…………………………………………………………...21
Creative…………………………………………………………………….....21
Media………………………………………………………………………….22
Tactics………………………………………………………………24
Flighting Schedule…………………………………………………………...42
Budget……………………………………………………………….43
Control and Implementation
Conclusion
Bibliography
2
This report addresses a problem with attendance and
awareness that exists with FGCU Baseball. Through our
research we have decided to target students, residents, and
alumni in order to address this issue. To focus on our
efforts, we plan on using different types of flyers in local
restaurants, magazines, newspapers, and websites that are
popular with this target. We will also host an event which will
bring a larger audience to the games. With a budget of
$25,000 and 10% on production, we will allocate it efficiently
among our creative media and strategies.
“Slide in to home base with FGCU athletics” is the tagline that
we developed to capture the attention of our target market.
It brings to mind the idea of fun, and excitement involved
with a baseball game.
Our objective by the start of the 2011 season is to increase the
current level of awareness by 15%. Also overall engage a high
level of interest in athletics at FGCU.
3

Florida Gulf Coast University Baseball is a
participant of the Intercollegiate Athletics
Industry. Florida Gulf Coast University has
been awarded division one status by the
NCAA (Nation Collegiate Athletics
Association) and belongs to the Atlantic Sun
Conference. For purposes of simplicity and
clarity rather than touch on all collegiate
athletic associations, this analysis will focus
on the NCAA.
4

NCAA
The NCAA is the largest collegiate athletic association in America. There are currently
one thousand and ninety schools participating within the three divisions established
by the association. The NCAA is responsible for many things within intercollegiate
athletics however, their core responsibility is to regulate collegiate athletics. The
NCAA is in essence the governing body of most all collegiate sports within the
United States. They regulate playing rules as well as eligibility rules for the
association’s participants. Besides regulating and enforcing rules the NCAA is
responsible for organizing and running championships and other intercollegiate
sporting events. It is important to note that the NCAA is not responsible for
making rules but rather enforcing them. Rules are proposed by committees, which
are composed of members of participating schools and conferences. Other
committees then vote on the proposed rules and those, which are agreed upon and
passed, become the responsibility of the NCAA to enforce. Beyond enforcing rules
and running championships, the NCAA is responsible for interactions between
collegiate athletics and the media. This includes television media, like the contracts
the NCAA has with both CBS (Columbia Broadcasting System) and ESPN
(Entertainment and Sports Programming Network). The NCAA is also responsible
for enforcing the protection and regulation of trademarks that belong to schools
within its membership. Yet another responsibility of the NCAA is to provide
financial assistance to Division One members.
5

NCAA- Revenue- Media Contracts
The NCAA generates a substantial amount of revenue each year. Media
contracts are responsible for the majority of this revenue. The NCAA is
currently in a contract with both CBS and ESPN. The contract with CBS
gives CBS exclusive rights to cover any NCAA sporting event for an
eleven-year period starting in 2002. CBS agreed to pay the NCAA six
billion dollars over this eleven-year period for these rights. The NCAA
receives an average of five hundred and forty-five million dollars a year
from this contract alone. Besides the CBS contract is a smaller yet rather
substantial contract with ESPN. This contract establishes that ESPN will
get exclusive rights to specified NCAA sporting events for eleven years.
In return, ESPN pays a portion of this total each year, which brings the
average yearly revenue generated by the media contracts from fivehundred and forty-five million dollars a year to five-hundred and sixty
three million dollars a year (as of the 2008-09 season). In the 2008-09
season revenue generated by these two contracts was equal to 84.7% of
the total revenue.
6

NCAA- Other Revenue-Championship Ticket Sales
Though revenue generated by the media contracts represents
the most substantial portion of the NCAA’s annual revenue,
the next largest channel of revenue comes from ticket
sales. It is important to note that the NCAA does not
generate revenue during regular season games, but rather
during championship games and other events run by the
NCAA. Revenue generated by regular season ticket sales
ordinarily goes back into the athletic department of the
home team. The NCAA generates revenue from the events
it runs and organizes. In the 2008-09 season revenue
generated by championship game ticket sales equaled
15.3% of total revenue.
7

NCAA- 2008-09 Season – Revenue
Breakdown
Generated Revenue 2008-09 Season
Media Contracts
Championsip Ticket Sales
8

NCAA Revenue Distribution
Each year the NCAA uses ninety six percent of total revenue to benefit its members.
Sixty percent of total revenue is distributed amongst Division 1 members. In the
2008-09 season this totaled three hundred and ninety million dollars. Some of
these funds are “earmarked” for particular programs at each member school.
These programs may include student academics or special student athletic
programs. “Most of the money, however, is distributed through funds that
recognize long-term competitive success and that support the Division 1 tenets of
athletically related financial aid and broad sports sponsorship.”
Forty percent of NCAA expenditures sustain championships, programs and services.
The NCAA Executive Committee determines where and how the funds will be
allocated. Presidential leaders in Division I, II and III athletics determine where the
funds will be allocated in their particular division. There is a constitutional
obligation
9
FGCU Baseball had it’s debut season in 2003. The eagles are lead
by head coach Dave Tollett, associate head coach Rusty McKee
and assistant coach Forrest Martin. FGCU baseball is a part of
the NCAA Division 1-AAA, a part of the Atlantic Sun
Conference. FGCU joined the D1 conference only two years
ago, and won the Atlantic Sun regular season title for both
years (2008 and 2009). In 2006, the eagles reached their peak
of 41 wins in a season.
This 2010 season is greatly anticipated by many since the eagles
were ranked 25th in Ping! Baseball rankings. They received 5
votes in USA Today/ ESPN Coaches’ Poll, which ties them with
Boston College and James Madison University. This is great
news to FGCU since it was the only school in the Atlantic Sun
Conference who received votes in any 2010 preseason poll.
10
Research has shown that our target market is
unaware of athletic events. We need to find
a way to bring more awareness to FGCU
athletics in general, but especially for
baseball. There is a lack of communication
to the students because most do not know
when there are games or even where the
baseball field is located. There is a lack of
incentives to get fans to attend the games.
A current problem that exists is the
promotion of giving away free food. Using
this method is not effective because most of
the students will only come in the beginning
and then leave.
11
The target market for Florida Gulf Coast University
baseball consists of current students,
surrounding residents in Lee and Collier county,
and donors/sponsors. These members of the
community are the most involved group who
have the greatest interest for college athletics.
Based on our surveys we found that our target
market attending the games are typically FGCU
students.
12
The current FGCU student body for Fall 2010 is 11,119. There
are 2,747 students that live on campus. 75% of students are
Female compared to 25% that are Male. There are 75% of
male faculty members opposed to 25% that are female.
Psychographics:
The characteristics of the student population include young,
carefree, well educated, competitive, and enjoy social
gatherings.
13
We consider the residents of both Lee and Collier Counties to
be likely participants in FGCU Baseball events. As of 2008
there are 583,136 residents living in Lee County. Of this
population, 22.9% are sixty-five years old or older, where the
median age of Lee County is 61.7. The population of Collier
County as of 2008 was 315,258 people. Of this population,
26.5 percent are of the age of 65 or older, and the median
age is 44 years old.
Psychographics:
The characteristics of these residents are retired, wealthy,
family/community oriented, have active social lives, enjoy
outdoor activities, proper, non Florida native – not year round
residents.
14
The FGCU alumni association currently has
10,199 members. The total number of
graduates from FGCU is 10,689. FGCU
Alumni connect through special events,
programs, and services. They use social
networking sites such as Facebook which
helps to increase involvement.
15
The Red Sox and the FGCU baseball team have overlapping
games starting from 3/3-4/3. (Springtrainingonline.com,
2/17/2010) The problem is that even if the Red Sox are
not playing at home, most of the away games are in
Florida, and not a very long drive at all. The Minnesota
Twins, who actually play closer than the Red Sox do, play
in Florida all Spring training long, and will also draw a big
crowd (minnesota.twins.mlb.com, 2/17/2010). These two
teams will have huge draws, especially the Red Sox, who
are powerhouses in the MLB. The Red Sox have sold out a
consecutive 456 straight regular season games in Boston,
and that should carry over to Ft Myers.
(FenwayFanatics.com, 2/17/10)
16
Fans of baseball will also have another team to
follow as the Estero Wildcats (from Estero High
School) who will also have overlapping games
this season. This will make it even more
difficult to choose between whether to go to an
FGCU baseball game, or another important
game. (Maxpreps.com, 2/17/10) One of the
main problems, is that if parents have kids
playing on the high school team, they will
definitely watch them instead of the FGCU Men's
Baseball team.
17
The Fort Myers Miracles, the single-A affiliate
of the Minnesota Twins, season starts on April
8th and continues along until September 5th
(Miraclebaseball.com/schedule). This poses
another threat to FGCU baseball because the
Miracle are apart of a professional MLB team.
The Miracle players are halfway to the MLB,
since the team plays in the High-A Advanced
league, which is higher than single-A but
lower than double-A.
(miraclebaseball.com/fanzone)
18
Another setback for FGCU baseball is the needs of most
of the students. If there is a Baseball game the night
before a student has a test, that student is more
likely to study for the test than go to a baseball
game. (Survey) Homework is a huge competitor
because your studies are important and no one wants
to get a bad grade in school. The jobs that students
have are also huge competitors of FGCU baseball,
because college students need money to live and go
to school here. If you miss work for a baseball game,
there is a possibility of getting fired. (survey)
19





Bring more awareness to FGCU athletics with an
emphasis on Baseball
By the start of the 2011 season, we will raise
awareness from the current level by 15%.
Using our resources we want to increase the
attendance of the local community, alumni, and
students
Persuade our targeted prospects to attend athletic
events through various uses of media
Engage a high level of interest in athletics at FGCU
overall; by increasing attendance to baseball
games
20
The focus of this campaign is based on our tagline:
“Slide in to Home Base with FGCU Athletics”
The specific design features that will show our IMC focus
involve certain layouts, colors, and fonts. We will show
various photos from baseball events that are centered
within the flyers. The color scheme of clover green and
midnight blue will showcase FGCU. When seeing the
coordination of the colors, the target market will relate
it to the university in general. In relating it with the
tagline and photos, the focus of athletics and baseball
will come to mind within an overall consistency.
21
The types of media that will be used in this
campaign include flyers, magazines,
newspapers, events, local restaurant
participation, and social networking
websites. We will use these types of
media because they showcase how we
can implement awareness in the best way.
We will not be using TV or radio because
based on our budget we do not think it
would be the most effective method since
they are too broad.
22
Flyers
We will use flyers because it gives a visual representation of what is
occurring which catches the viewers’ attention. It will also keep
everyone up-to-date on what is happening in the area. We can use
the flyers to advertise the events and every home baseball game.
This method will be useful for students, residents and alumni because
they often have hectic schedules and can frequently be reminded of
specific events with these flyers.
Magazines
Using magazines will allow us to reach a high amount of diverse readers
among Lee and Collier county.
Newspapers
There is a high circulation of newspapers in Southwest Florida which will
keep the community up to date on what athletic events or games are
going on.
23
Events
Based on our research and current target market of college students; we found
that marketing FGCU baseball through events at the games would be
effective. College students like to take breaks from their school work to
socialize. By having an event to attend would allow them to have a way to
relieve some stress from schoolwork to enjoy their time at a game. Some
students do not like sports so by using an event would increase the incentive
to get them to attend.
Local Restaurants
We will use surrounding restaurants at the Gulf Coast Town Center and Coconut
Point to promote the Baseball games. By putting flyers in the window or
given to customers at the door it can be a routine for them to go to the game
after the eat.
Websites
Social networking with sites such as Facebook is very important to effectively
communicate with students, faculty, and alumni about upcoming games or
events. We can also post ads or flyers on the site.
24
We will be raising awareness with the use of specific
flyers, local magazines and newspapers, event
marketing, local restaurant promotions and social
networking sites.
The local magazines that will be the most effective are
Fort Myers & SWFL magazine, and Gulfshore Life
magazine. The local newspapers that we will be
using to advertise include news-press, Naples news,
and Bonita news (The Banner). Our event marketing
will be at various baseball games throughout the
season with games and prizes. The local restaurants
we will be affiliated with is Beef O’Bradys, Miller Ale
House, MOE’s Southwest Grill, Bar Louie, and Firepit
25
We will use various flyers for creative
media in order to gain awareness for
baseball season, special events,
playoff games, and showcasing the
FGCU athletics website.
26
27
28
29
30
31
SLIDE IN TO HOME BASE
WITH FGCU ATHLETICS!
www.fgcuathletics.com/baseball
32

Fort Myers Magazine
It allocates 20,000 free copies to over 250
places around Southwest Florida.
It
reaches over 50,000 readers in Cape
Coral, North Fort Myers, Sanibel, Fort
Myers Beach, Estero, Bonita Springs and
Naples. It targets a variety of residents in
Southwest Florida that live active
lifestyles. Their readers are intelligent,
successful, and creative individuals. They
also target the travelers staying at the
luxury resorts and hotels in Lee County.
33
 Gulfshore
Life
has won the “best overall
magazine” two years in a row
by the Florida magazine
association. This magazine
covers both Lee and Collier
counties. We will be able to
reach the target market with
the high circulation.
34

News-press.com
Since 1884, the News Press
Media Group has been the
number one source for news
and information in Lee
County. They reach over
72,000 adults that are over
age 18. We will be advertising
in the community weeklies
that include local news and
information about the
surrounding neighborhoods.
35

Naples News Media
freestyle advertising
The banner publication serves North Naples and
South Lee County including Estero and Bonita
Springs. Since this covers local areas it would be
easier to bring awareness.
36

Wind Demon t-shirt shooter
37
38

Prizes
◦ T-Shirts
◦ Restaurant gift cards
◦
◦
◦
◦
 Red Robin, Moe’s Southwest Grill, Outback Steakhouse,
Blu Sushi
FGCU Parking Lot
’10 3700 Trek Mountain Bike
A12T sit on top kayak
iPad
39

Coconut Point
◦ Fridays

Gulf Coast Town Center
◦
◦
◦
◦
◦
◦
Firepit
Bar Louie
Vapianos
MOE’s Southwest Grill
Miller’s Ale House
Beef O’ Brady’s
40

Facebook – cost effective (Alumni)
41

Twitter
42

YouTube
43

Fgcuathletics.com/baseball
44
Flighting Schedule
Advertise method
Month
January
February
March
April
May
June
July
August
September
October
November
December
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Magazines
Fort Myers Magazine
Gulf Shore Life magazine
X X X X X X X X X X X X X X X X X X X X X X X X
X
X
X
X
X
X
X
Newspapers
news-press.com (community weeklies) X X X X X X X X X X X X X X X X X X X X
Naples News Media (The Banner)
X X X X X X X X X X X X X X X X X X X X
Online
facebook.com
fgcuathletics.com
twitter.com
youtube.com
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X X X X X X X X X X X X X X X X
X X X
X
X X X
X
X X
X
X
X
X
X
X
X
X
X X X X
X X X X
X
X
X
X X X
Events
Wind Demon t-shirt launcher
Flyers
Local Restaurants
Beef O'Brady's
Ale House
Bar Louie
Firepit
MOE's Southwest Grill
Fridays
X
X X X X X
X X X
X
X
X
X
X
X X
X
X X
X
X
X
X X
X
X X
X
X
X
X X
X X
X
X
X
X X
X
X X X X X X
X
X
X
X
X
X
X
X
X
X X
X
X
X
X
X
X
X
X
X
45
Budget
Vehicles (Media)
Magazines
Fort Myers Magazine
Gulf Shore Life magazine
6 months
6 months
3 issues full page
full page
$675.00
$820.83
$2,025.00
$4,925.00
Newspapers
news-press.com (community weeklies)
Naples News (The Banner)
26 weeks
6 months
any two full pages
2 runs per week
$908.00
$452.81
$1,816.00
$906.00
Online
facebook.com
fgcuathletics.com/baseball
twitter.com
youtube.com
5
5
5
5
ongoing
ongoing updates
ongoing
10 ad videos
free
free
free
free
Events
Wind Demon LX 2.5 (ebay)
Flyers
event
12 weeks Jan-May
one amount
5000, 2 per week
$228.71
$340 per 1000
$228.71
$1,700.00
4 months
130 t-shirts
$7.70 each
$1,001.00
18 weeks Jan-May
11 weeks Jan-May
8 weeks Feb-May
9 weeks Jan-May
14 weeks Jan-May
6 weeks Jan - May
1
1
1
1
1
1
Prizes
t-shirts
restaurant coupons
Local Restaurants
Beef O'Brady's
Miller's Ale House
Bar Louie
Firepit
MOE's Southwest Grill
Fridays
Time
Quantity
Cost
Budget
months
months
months
months
promotion
promotion
promotion
promotion
promotion
promotion
per
per
per
per
per
per
Total
week
week
week
week
week
week
Production Costs
$2,500.00
46
Total
$15,101.71





Awareness will be measured before our
campaigns begin
The current state of awareness will be measured
and recorded. We will accomplish this by tallying
the results of surveys and ---------Pre campaign information such as average
attendance will be recorded
Current attendance is 347 people per game
Once our campaign is underway, we will measure
attendance to determine the effectiveness of our
efforts.
47


Flyers – We will be able to tell how many
people are now aware of FGCU baseball by
counting the number of flyers that are
missing after a particular period of time
Banner Ads - On Facebook, the people that
are on the FGCU network will see banner ads
on the right, or top of the screen promoting
FGCU baseball. Throughout the running of
these ads, we will measure the number of hits
in relation to particular promotions or events
involved in our campaign.
48


Magazines and Newspapers – Maintain that
our ads stay in magazines/newspapers that
have the same popularity today as they did
when we started running our ads.
Radio – Insure that people still tune into the
radio stations that we run our ads on.
49
With proper implementation, we are confident
that our advertising strategy will bring
awareness to FGCU Baseball.
50









"FGCU Baseball Earns Recognition in Two More Polls." FGCU Athletics. 02Feb2010. Florida
Gulf Coast University, Web. 8 Feb 2010.
<http://www.fgcuathletics.com/baseball/news/124/3022/>.
"2010 FGCU Baseball Quick Facts." Official site of the FGCU Eagles. 2010. Florida Gulf
Coast University, Web. 8 Feb 2010.
State and Country Quick Facts - Lee and Collier Counties. (2010). U.s. census bureau.
(2010, February 26) from http://quickfacts.census.gov/qfd/states/12/12021.html
Dr.Anderson FGCU professor. Human sexuality. Interview on February 17, 2010
Board of trustees information system. (2009). [Volume 9 Number 2]. (Quarterly Briefing),
http://www.fgcu.edu/trustees/AgendaFile/2010/1-2010/BOTIS_12-2009.pdf
August Publications, . (2010). Boston red sox-2010 schedule. Retrieved from
http://www.springtrainingonline.com/teams/boston-redsox-3.htm
Regular season schedule. (2010). Retrieved from
http://minnesota.twins.mlb.com/schedule/index.jsp?c_id=min&m=03&y=2010
Fenwayfanatics.com. (2010). Retrieved from
http://www.fenwayfanatics.com/fenway/tickets/http://
Estero wildcats high school baseball schedule. (2010). Retrieved from
www.maxpreps.com/high-schools/nnsFBF1HGUu1JXhqpeAVYA/esterowildcats/baseball/schedule.htm
51










Miracle baseball schedule. (2010). Retrieved from
http://miraclebaseball.com/schedule/
Miracle basebal fan zone faq. (2010). Retrieved from
http://miraclebaseball.com/fanzone/faq/
Fgcu alumni and friends. (2010, March 25). Retrieved
from www.fgcu.edu/alumni
New ascend™ a10 sit in kayak. (2010). Retrieved from
http://www.basspro.com/webapp/wcs/stores/servlet/Pr
oduct_10151_-1_10001_10213817____SearchResults
Ipad. (2010). Retrieved from
http://www.apple.com/ipad/
www.news-press.com
www.gulfshorelife.com
www.fortmyersmagazine.com
www.ftmyersmagazine.com
www.naplesnews.com/news/banner
52
 www.customink.com
 www.zazzle.com
 www.trekbikesflorida.com
53