Even as consumer culture and behavior becomes ever more unique and diversified, one truth remains. College kids love sports. But as the growth of new leisure options continue to vie for attention in a student’s consideration set, even UT Basketball needs to find new ways of bouncing the ball.
In accordance with the Sales and Marketing Staff for the University of Tennessee Athletics Department, my work included gauging the behaviors, perceptions, and attitudes of the student body of the University of Tennessee toward the home basketball game experience and offering consultation regarding the vision and strategy for future marketing initiatives.
In the Fall of 2008, I conducted qualitative and quantitative research methods, including personal interviews, focus groups, ZMET techniques, and an online survey, aimed to better understand student perceptions toward the basketball team, program, and experience. Utilizing insights from the research, I helped devise a variety of innovative marketing solutions that would resonate with this young millenial segment. The overall vision consisted of opening channels of communication familiar to students and speaking to them in a language that they understand. Some of the examples of the marketing solutions are as follows:
Web 2.0 Marketing Solutions
- “I Am Bruce Pearl” User-Generated Video Contest
- Interactive “New Recruit” Microsite
- “The Vols Anthem” Contest
Chase Pattison I MBA Graduate 2009 I Owen Graduate School of Management I Vanderbilt University I Nashville, TN
