1

Survey Analysis for Kansas RelaysIn-the-Now Advertising April 2012

Jahmal Clemons, Murphy Kaufman, Xinyi Kok, Jasmine Tinner, Madison Wagner, Arooj Zafar

2

Table of Contents

3 Objectives 5 Method 7 Limitations 8 Findings 19 Recommendations 22 Sources

3

Marketing Objective:

To BOOST attendance and make Kansas Relays more appealing to “variety seekers”: students who want to explore an atmosphere related to track and field, not only avid track and field fans.

4

Research Objective:

To determine ways to ATTRACT a wider presence of KU undergraduate students to the Kansas Relays.

5

Method:

Each member of Journalism 568, Marketing and Media Research, conducted a campus-intercept survey among one senior, one junior, one sophomore and one freshman— two of whom were male and two were female. In total, there should have been 376 surveys.

The surveys were conducted on campus between Friday, April 13, 2012 and Monday, April 16, 2012.

A univariate analysis was conducted of the random sample chosen by KU students.

6

Of our sample, approximately 25 percent of the respondents came from each class.

83 percent had heard of the Kansas Relays18 percent had been to the Kansas Relays 3 percent had volunteered for the Kansas Relays 2 percent had competed in the Kansas Relays

8 of 10 students surveyed had heard of the Kansas Relays.

Freshmen were 4 times as likely (30%) compared to juniors (7%) to have heard of

the KU Relays.

7

Limitations

Measurement errors: A number of interviewers failed to enter data and misread questionsRatio difference: The KU student ratio by year is 1:1:1:2 but we surveyed one respondent from each class.

8

Findings

9

73 percent of the respondents said that college athletes were the primary participants that compete in the Kansas Relays.

53 percent of respondents believed that high school athletes were the primary participants

17 percent of respondents did NOT know what level of athletes compete in the Relays

13 percent believed they were professional athletes

8 percent believed they were Olympic athletes

(You mentioned you are familiar with the Kansas Relays. Can you tell me what levels of athletes compete in the

Relays? - multiple responses)

10

The 100-meter dash was a FAVORITE event for 48 percent of respondents

(Which of the following track and field event is your favorite? Check top two

choices)

Event Percent

Pole Vault 41

High Jump 29

400 Meter Dash 19

400 Meter Hurdles 17

Mile Run 12

12 percent had no preference 8 percent listed OTHER and gave answers not listed

11

61 percent were NOT aware that Kansas Relays allows FREE admission for KU students with a valid KU ID

40 percent were AWARE that admission to the Kansas Relays is free for KU students with a valid KU ID.

(Are you aware that admission to the Kansas Relays is free for KU

students with a valid KU ID?)

15 percent more men were aware that admission to the Kansas Relays is free for KU students with a valid KU ID.

12

61 percent of respondents were NOT aware of the downtown competitions last year or this year

17 percent knew about last year 13 percent knew about the events last year and this year 10 percent knew about last year only

(Did you know that the Kansas Relays held the shot put and long jump competitions downtown

last year? Prior to this survey, were you aware that this is happening again this year?)

13

78 percent knew that Kansas Relays and Relay for Life were DIFFERENT

18 percent did not know if Kansas Relays and Relay for Life were the same or not

4 percent thought that Kansas Relays and Relay for Life were the SAME

(To your knowledge, are the Kansas Relays and Relay for Life the same thing?)

14

78% of re-spondents

thought KU Re-lays and Relay for Life were

different

18% of re-spondents didn’t know

the difference between the

KU Relays and Relay for

Life

Respondents thought KU Re-lays and Relay for Life were

the same

18% did NOT know the difference between KU Relays and Relay for Life

4%

15

45 percent were MORE LIKELY to attend the Relays if it included relay events for student groups and the respondents knew someone who was competing

(How likely would you be to attend the Relays if it included relay events for student

groups and you knew someone who was competing?)

Women were 7 percent more likely than men to attend the relays if it included relay events for student groups and they knew someone who was competing

23 percent might or might not attend

19 percent definitely would attend10 percent would probably not attend

2 percent would definitely not attend

16

27 percent might or might not compete in a relay event as part of a student group

(How likely would you be to compete in that relay event as part of a student group? Would

you say…)

27 percent of women respondents said that they DEFINITELY would NOT compete in relay events as part of a student group compared to only 13% of men who said they wouldn’t

17

FREE FOOD would motivate 58 percent of respondents to attend the Relays

(The Kansas Relays administrators would like to increase future KU student attendance. Which of the following would most motivate you to attend? What would be your second choice?)

Free Food

Free Relay T-Shirt

Free Live Music

0 10 20 30 40 50 60 70

1st Choice, 58%

1st Choice, 22%

1st Choice, 22%

2nd Choice, 33%

2nd Choice, 39%

2nd Choice, 33%

3rd Choice, 9%

3rd Choice, 39%

3rd Choice, 45%

Percentage

18

55 percent said they were TOO BUSY to attend the Kansas Relays

(What are some reasons you might not attend the Kansas Relays?)

Other reasons for not attending the Relays

19

Survey Recommendations

ATTRACTBecause the 100-meter dash and pole vault were a favorite amongst the

majority of our respondents, using high-action photographs predominantly in promotional material would excite

students’ interest and boost attendance. Also, free food is a major motivator for students so continued partnerships with local favorites like the Salty Iguana will be key.

INVOLVEBecause most students don’t personally know the Relay participants, turn students into relay participants. Invite members of campus organizations such as Greek Life or Student Senate to participate in relay events just for them: this will engage student influencers and motivate the general student population to follow.

20

Market Recommendations

CONNECTKansas Relays has a burgeoning presence on Facebook and Twitter. To create broader student interest, the Relays should create an

individual online identity beyond KU Athletics. Create a Relays- sponsored hashtag and encourage students to tweet their experiences at the Relays and to post pictures of them and their friends enjoying the event. These tweets and pictures would make the Relays more of an "event" for students, much like the basketball games..

Kansas Relays produces quality up-to-date highlight reels. To build excitement before the actual event, consider producing a mini documentary series that includes athlete workouts and interviews with Olympic hopefuls.

21

Market Recommendations

ENGAGETo maximize attendant involvement at the events, encourage a Relay-sponsored hash tag to display live tweets on MegaVision.

To keep fans informed, develop mobile alerts and a system to send real-time text alerts about event happenings and drawings for attendees.

(Royals game)

22

Sources

“Aggie Basketball.” Web log post. twitter.com. Web. 2012. <https://twitter.com/#!/aggie_w_hoops>

J568. “Kansas Relays 2012.” Survey. April 16, 2012.Joshua Williamson. “Kansas Relays Survey Information.”

Kansas Relays. Stauffer-Flint 100. April 4, 2012.“Kansas City Royals.” Web log post. twitter.com. Web. 2012.

<https://twitter.com/#!/Royals>“Longhorn Network.” Youtube. Web. 21 Feb. 2012.

< http://www.youtube.com/user/longhornnetwork>Texas Mobile Alerts, Texas Athletics, 2012. Web. 2012.

<http://www.texassports.com/ot/att.html>