From CONCEPT To SPORTAL:Building a Blueprint for CSUB’s Transactional & Aspirational Athletic Brand Intelligence

[SPRT 405; Dr. Carter]

DEFINITIONS: • Concept – the proven method for framing the operation of specific market forces and specialized marketing functions

• SPORTAL – a unified sports website for accessing knowledge (1) content features, (2) decision support functions, and (3) messaging forums related to all present and potential stakeholders and constituents of CSUB Athletics

• Transactional [Marketing] Brand Intelligence – (1) sales [spectators, participants, sponsors, merchandise, investors/donors], (2) professional services [athletic, customer, legal/property, media, etc.], (3) facility assets and access

• Aspirartional [Sports] Brand Intelligence – (1) shared values [university, athletics, sponsors, media, community], (2) athletic team character/identity, (3) constituent relationships, (4) conveyed image

CONCEPT[Specialty “Tools” to Apply]

SPORTAL[Outcomes “Red” & Tasks “Green” ]

Demand Product Supply

A) Sports Product/ServiceInventory Management

(a) Types (b) $ (c) # (d) Time

A) Spectator Mode In-Person MediatedIndiv.Org.

B) Participant Activities• Body/Energy• Mind/Time (fantasy

C) Sponsor Portfolio• Which Sport• Which Level Compet.• Which Vehicle• Which Objective

Body

Mind

Good Service

B) Sports Product Map

A) Producers/Intermediaries[Including

Merchants/Licensing] * Exchange Process * Marketing Mix (4Ps)

B) Media * Programming (time/geog) * Sports Network Anchor * Media “Packaging” * Drama of Sport

CSUB“Runners”Home page

(A) FEATURES (commands, icons, content)

Structure Support

1) Scapes – backgrounds 4) Sequence/paths -- navigation

2) Space – location/map 5) Search/links

3) Scale – time/pace 6) Services

Systemization

7) Score (#, $, %) -- click patterns -- “cookies” -- analysis

(B) FUNCTIONS (what “Features” do)

* Awareness of Athletics/Stakeholders

* Interest in Access Options * Desire to Share Data * Action Guidance/Processing

(C) FORUMS (where “Functions” connect)

* Messaging * Discussion Boards * Blogs * Games (fantasy/video) * Online seminars/classes/training

SPORTAL Project Guidelines: DUE March 18th; 40 points

[SPRT 405; Dr. Carter]

INTRODUCTION:

The SPORTAL Project is intended to allow each student to contribute to a proposed “blueprint” for a CSUB sports stakeholder web portal. We will use the final two weeks of class to guide and monitor progress on the SPORTAL project in a collective manner. SPORTAL is an inclusive digital intelligence resource for all CSUB athletic and academic constituents to achieve 3 OUTCOMES:

(a) Access information sought … “FEATURES”

(b) Accomplish digital activities … “FUNCTIONS”

(c) Ally with shared interest individuals … “FORUMS”

ASSIGNMENT

Your assignment is to participate in one of two groups [athletes or ex-athletes] and contribute to a proposed SPORTAL design by using four knowledge sources [a minimum of 3 ideas must be contributed by each student from each source]:

(a) Text chapters addressing “Sports Marketing Mix” [slides posted to the course website]

(b) Personal interest(s) in CSUB athletics, sports, marketing, media, business, education, community, etc.

(c) Individual “concept specialty” from Exam #1, question #1, and chapter 1

(b) Personal experience with and awareness of online, web, digital, or virtual capabilities * Use these digital experiences to complete 7 web design TASKS from the “Concept to SPORTAL” diagram

The two groups as a whole must also perform the following two procedures using a collaborative consensus-building approach:

(a) Organize idea contributions into a common OUTCOME format of FEATURES, FUNCTIONS & FORUMS

(b) Coordinate TASK contributions into an appealing visible design and user-friendly interface descriptions

[Powerpoint color diagrams are required to portray the resulting SPORTAL visual design]