Instructions

Develop a digital communication campaign to resolve the problem presented by the client.

Message from the client:

Across the country, collegiate athletics programs are seeing a decline in student attendance at football and men's basketball games. As attention spans decrease and other exciting options around campus increase, it is becoming increasingly more difficult to get students to attend athletics events. The trend is the same for the University of Illinois, so we decided to get creative and try to make it as easy as possible for students to get in the gate.

Recently, we launched the Illini Pride Pass for University of Illinois students. With this new package, students receive football and men's basketball season tickets, as well as membership to the Block I football student section, and more for only $99. Last year, football season tickets were $77, and the cheapest men's basketball season ticket was $125, with additional donations required to secure seating on the floor behind the baskets. We also offered single-game tickets for football during game week for only $10 last year, which will continue this year. There was a similar offering for basketball, but single-game tickets were either $10 or $15, depending on the opponent.

Our key objective for the upcoming season is to sell more than 3,500 Illini Pride Passes to the University of Illinois student body.

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Question 1: A target market profile

• Define the target market as precisely as possible (e.g., age, gender, location, income level).
• Research the interests and preferences of your target market (e.g., lifestyle and hobbies).
• Identify how the product benefits the target market and how the product currently performs to fulfill those factors. Consider competitors' offerings to assess performance (e.g., who are the competitors, what can they offer your customer, what are their price points).
• Aggregate this information to complete target market profile.

Question 2: A media user profile

• Use your target market profile to develop a media user profile.
• Observe and analyze the Fighting Illini Facebook page and other social media presences to gain a better understanding of fans' profiles and interests, and learn how they interact with the Fighting Illini on Facebook.
• Identify the types of media channels used and the frequency of use by your target market (e.g., what websites/apps do they visit, what blogs do they read, what type of information do they search).
• Determine the channels that are most likely to reach your target market and the tactics that are most likely to lead to purchase intention/action.
• Aggregate this information to complete media user profile.