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PR Research: The Final Report

Top information from our final report for our client - the football team.
by

K M

on 23 January 2014

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Transcript of PR Research: The Final Report

PR Research:
The Final Report

Jill Coleraine
Mary Eckersley
Kaitlyn Maness
Focus Group Findings:
Top Incentives:
Executive Summary:
William Bradley
Secondary Research:
Survey Statistics:
Key Messages:
Communication Brief Objectives:
Build a strong, loyal fan base.
Create school spirit among students.
Encourage new traditions.
Promote a single, recognizable brand.
Boost attendance at games.

At UT Knoxville, game preparation extends through the whole week before a smorgasbord of traditions; traditions are very important to withstand pride for the team.
(Davis, 2013)
“Sports fans thereby use media to achieve and maintain their feelings of self-worth through associating with a successful team.”
(John J. Phua, 2010, p. 201)
All three groups agreed they have pride in the school but little to none in the football team.
“We want to be a part of the team, but we can’t if we don’t know the players.”
Alcoholic beverages
Discounted food
Cash prizes
T-shirts
Free dining dollars
School spirit must be established.
Traditions must be incorporated in order to solidify school spirit.
Universal, recognizable branding must be created for students.

Age: 19
Gender: Male
Race: Caucasian
Classification: Freshman

Interests: video games, sleeping, technology, computers, sports
Quote: “While playing Call of Duty, I can socialize and win.”
Goal: William wants to meet more people while cheering on a winning team.
Sue Dent
Age: 21
Gender: Female
Race: Other
Classification: Junior

Interests: fashion, hanging out with friends, social media
Quote: “I’m not a big sports fan, but I love socializing at games.”
Goal: Sue wants to get a true college experience, football games included!

Raise awareness for the football team and game days.
Have more fan involvement on all social media platforms.
Communicate clear, precise main messages.
Showcase and involve the team and Coach Fuente with the community.
Become more user-friendly on Twitter.

Publics:
Problem Statement:
"Universities with a large proportion of commuter students are at a disadvantage when gathering students."
(Price & Sen, 2003)
All groups concurred that the time out entertainment is horrible; one student used "guess the temperature" as an example.
Full transcript