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Western Washington

University Athletics

Women’s Volleyball Marketing Plan

Table of Contents
I. Mission
II. Guiding Principles
III. Goals
IV. Initiatives
V. Volleyball Analysis
VI. 2019 Soccer Schedule
VII. Target Markets
VIII. Ticket Pricing
IX. Advertising/Promotional/Sales Materials
X. Game Atmosphere/Promotions/Entertainment
XI. Students
XII. Junior Vikings Club
I. Mission
Teaching and learning at Western Washington University link the classroom to all aspects of
student life, including intercollegiate athletics. The mission of intercollegiate athletics at Western is

 To compete in a broad spectrum of sports at the highest competitive NCAA Division II levels
 To compete with integrity.
 To link athletics participation to all aspects of learning within the university.
II. Guiding Principles
These principles shall guide the administration and implementation of Western Washington
University’s intercollegiate athletics program:
1. To conduct the athletics program ethically within the spirit and letter of institutional,
conference, and NCAA rules and regulations.
2. To establish and maintain an environment in which athletic activities are conducted as an
integral part of the student-athlete’s academic experience.
3. To establish and maintain an environment that values cultural diversity and gender equity
among student-athletes and intercollegiate department staff.
4. To protect the health of and provide a safe environment for student-athletes.
5. To establish and maintain an environment that fosters a positive relationship between
student-athletes and coaches.

III. WWU Athletics Goals

1. Academic Excellence
2. Athletic Excellence
3. Student-Athlete Experience
4. Resource Development
5. Facilities
6. Communication
7. Tradition
8. Community Relations
9. Title IX
IV. Initiatives

 Re-engage the on and off-campus communities utilizing the grand re-opening of Carver
 Increase attendance at all home athletic events.
 Increase revenue through season ticket sales, student passes, the Junior Vikings Club and
individual game sales.
 Enhance the overall brand image of Western Washington University Athletics.
 Provide a positive game day experience for all fans.
V. WWU Volleyball Analysis

 Coming off of a 30-4 overall record

 Hoted and won the NCAA II West Region Championship
 Finished first in the GNAC conference with a 20-0 mark
 Advanced the NCAA II National Championship Game
 Six promising athletes completed their redshirt season in 2018 and will begin eligibility in
 Diane Flick-Williams will be entering her 18th season leading the program
VI. 2019 Volleyball Schedule


VII. Target Markets

 Local Bellingham youth sports teams

 Students living on campus (most notably, incoming freshmen)
 Students living off campus
 WWU faculty and staff
 Bellingham small businesses
 Bellingham community members
VIII. Ticket Pricing
Season Tickets
For the 2018-19 season, the marketing campaign for season tickets will have a heavy focus in being
the “first” season ticket holders in the newly-renovated Carver Gymnasium.

 WWU Student Pass - $15.00

 Volleyball Season Tickets - $40.00
 Junior Viking Club - $15.00
Individual Game Tickets

 General Admission
o Adult - $8.00
o Student/Senior 60+ - $5.00
o WWU Student/Faculty/Staff - $4.00
Group Tickets

 Groups of 10 or more - $4.00 per ticket

IX. Advertising/Promotional/Sales Materials
Promotional Marketing Materials

 Drawstring bags
 Phone case pop sockets
 Sunglasses
 Hats
 T-shirts (specific to certain events)
 Coupons to campus locations
 Pens
 Free game tickets
 Reusable shopping bags
 Water bottles
 Tumblers
 Gift cards to local businesses

On-Campus Marketing

 Game advertising posters

 Wheel prizes (using promotional materials)
 Pocket schedules
 Individual team posters w/ schedule
 Tabling materials

Off-Campus Marketing

 Pocket schedules
 Game advertising posters
 Big posters w/ full year of sports schedule


 Department commercials
 Advertising of upcoming games


 PSA’s of upcoming games using varsity athletes


 Department advertising
 Advertising of upcoming events and games
Social Media

 Increase student interaction on Instagram stories

 Use relevant hashtags
 Advertise at least a week in advance for every upcoming event
 Advertise promotional events on social media platforms


 Email students and staff at least a week in advance of every game or event
 Target specific Bellingham organizations for theme nights through email


 Viking Night
 Alumni events (General department and specific sports)
 Seattle events
 Theme nights
 Promotional nights involving local business materials

X. Game Atmosphere/Promotions/Entertainment
Home Matches in Carver Gymnasium

 Game 1
o Theme: Home opener/Community Night
o Ticket promotion: $2.00 admission
o Giveaway: Free Carver Gymnasium commemorative gift
 Game 2
o Theme: Youth Teams/Junior Vikings Night
o Giveaway: Free WWU Volleyball Schedule T-Shirts
o Youth teams and Junior Vikings members will be invited to come to the match and
do a tunnel for the players and stay for the National Anthem
 Game 3
o Theme: Student Appreciation Night
o Giveaway: Free food (work with a sponsor) and drinks for students
 Game 4
o Theme: Make-A-Wish Night
o Ticket promotion: A portion of every ticket is donated to Make-A-Wish Foundation
o Notes: SAAC and WWU students help sell tickets
 Game 5
o Theme: Sponsor Appreciation Night
o Giveaway: Free tabling at Carver Gymnasium for sponsors
 Game 6
o Theme: Dig Pink Match
o Ticket promotion: A portion of every ticket is donated to PeaceHealth St. Joseph
Cancer Center
o Notes: Fans are encourage to wear pink
 Game 7
o Theme: Faculty/Staff Appreciation Night
o Ticket promotion: $2.00 admission for faculty/staff
 Game 8
o Theme: Military/Veteran Appreciation Day
o Ticket promotion: Free admission with Military ID or documentation
o Giveaway: Free miniature American flags
 Game 9
o Theme: Food 4 Tots Night
o Notes: Taking donations consisting of powdered infant formulas, beginner’s jars of
baby food and juices
 Game 10
o Theme: Senior Night

In-Game Elements

 MC/Announcer
 Music
o Play a variety of music to meet the needs of the players, students and different age
groups of fans
 Viking Band
 Cheer Squad
 Mascot
 In-game promotions/promotions between sets:
o Anthem Buddies (kids eighth grade and younger invited to line the court for the
National Anthem with the team)
o Ace T-Shirts (t-shirts thrown out for every ace made by WWU)
o Trivia Questions (Carver Gymnasium, Western Washington University history,
WWU Volleyball facts, etc.)
o Lucky fan/lucky section of the game (receives a prize courtesy of a sponsor)
o Serving contest
o Musical volleyball
o Name that Tune
o Honor player parents
o Post-match autographs