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.

For this assignment, please use your target market profile and media user profile, as well as any other external resources to aggregate the content listed below

Deliverable 1: Digital strategy proposal

• Set the campaign goal (i.e., what will you accomplish?). Be SMART (specific, measurable, attainable, realistic, time-bound).
• Use findings from your target market research to identify a primary media channel that you will utilize for your creative strategy. Explain your reasoning for this choice. What are the channel's strengths and weaknesses? How will this channel's strengths help you reach your campaign goal? What are potential threats associated with using this channel? Why did you choose not to select other major media channels?

Deliverable 2: Evaluation strategy

• Define your desired action (e.g., sales, leads, brand recognition). Be as specific as possible.
• Explain how you will measure how much effort you spent (invested) on your campaign.
• Explain how you will measure the return on investment (e.g., number of social shares, inbound website visitors from social media site).
• Explain how you will evaluate your campaign's ability to reach and attract the target market you have identified.
• Explain how you will evaluate your campaign's ability to resonate with the target market you have identified.
• Identify any other measure that may be helpful in assessing the effectiveness of your campaign.