2019 Football Marketing Plan

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 Mission Statement

This plan is designed to outline all of the intentional, strategic and preplanned efforts to
enhance the UMass Football brand, grow attendance and awareness of the program, while
improving the overall gameday experience for all fans.

General Tactics to Achieve:

With the given promotional plan for the 2019 season, and 6 games in Amherst,
maximizing reach is vital, especially regarding connecting stakeholders with the new
staff. Allowing donors, season ticket holders, community groups, youth leagues, etc.
access to the team/staff is imperative. This includes youth teams, youth organizations,
schools and community groups across the Pioneer Valley to increase gameday
attendance. Additionally, being visible at community events is vital for long-term success
of an engaged fan base.

For all who attend a game at McGuirk Alumni Stadium, enhancing their gameday
experience and demonstrating a strong appreciation for them is imperative. Since we
have not traditionally had an above average product on the field, the experience we
provide has to be top notch. Personal interaction certainly goes a long ways, however, the
additional amenities and in game entertainment we provide them is critical. These all
need to be thought of, considered, and fine-tuned until they are perfect. The new
videoboard and sound system will certainly contribute in the immediate upcoming
season.

The final group that will be heavily focused on is the student fans. The key to this group
is establishing connections to the team and improving the in game atmosphere
specifically concerning them. There is a large need in overall engagement with the
student population. Finding ways to connect with groups of students at a time, rather than
just one is important. It is also imperative that the department maximizes its reach by
becoming involved in preexisting communication methods students receive.

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 Workflow – Duties and Responsibilities

Communications: Cody Lahl (primary), Ryan Gallant (secondary)

Cody: primary sport contact, travels with team, sole poster to social media

Ryan: secondary sport contact

Marketing: Alyssa Leonard (primary), Brittany Famiglietti (secondary)

Alyssa: Oversee all in game production and gameday activities

Brittany: On field promotions (non sponsored), Fan Experience tent, marketing

tables inside the venue

Erik: Student tailgate speakers (if applicable)

Content Creation: Chris Tucci, Nick McGahan, Scott Wiktorowski

Chris: Hype videos, practice / gameday content

?: Mic’d up, interviews, question and answer, feature videos

Videoboard Production: Erik Franke (videoboard operator)

Militia: Michael Bergman (point of contact)

Interns: 12-15 needed per game

Graphic Design: Alyssa Leonard, Cody Lahl, Chris Tucci

Content Oversight / Planning

Content planning committee: Alyssa Leonard, Cody Lahl, Chris Tucci, ?

Living document lives on google drive with a calendar of all content going out each day.
This will be an editable document by all parties.

Biweekly meetings (on external working group off weeks) to further solidify and detail
content going out on football social media accounts, and content needed for upcoming
home games / weeks to continually keep interest

Categories include Facebook, Twitter, Instagram post, Instagram story, practice coverage,
game coverage, and who is responsible for which piece of content

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 TiMSS Plan

Thursday, February 14 – Season Ticket Renewals on Sale

Wednesday, February 28 – 50% Retention Goal

Friday, March 8 – 65% Retention Goal

Thursday, March 21 – Season Ticket Renewal Deadline

Wednesday, April 10 – 85% Retention Goal

Tuesday, April 16 – New Season Ticket Launch

Monday, June 17 – Gameday Improvements & Single Game Notification Release

Friday, June 28 – Ticket file sent to printer

Wednesday, July 10 – Group and Mini Plan Tickets on Sale

Wednesday, July 24 – Single Game Tickets on Sale

Friday, August 2 – Tickets Mailed Out

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 TICKET PRICES

Season Ticket:

- General Public: $120

- Faculty/Staff/Young Alumni: $102

- Youth Season Ticket (2 or more tickets for 2 or more sports): $60

Individual Game Ticket:

Voucher Passes:

Group Tickets:

SEATING MAP

Things to Note:

- The UMass sideline switched from last year

- The South Wall Endzone Terrace is new this year
- Band section moved from last year as well, due to switching sidelines

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 Key & Critical Dates

Wednesday, February 6 – National Signing Day

Tuesday, March 19 – First Day of Spring Practice

Thursday, March 21 – Pro Day

Thursday March 28 – Faculty / Staff Appreciation Open Practice

Saturday, April 20 – Spring “Showcase”

Wednesday, May 22 – 100 Days to Kickoff (at Rutgers)

Thursday, May 30 – 100 Days to Home Opener

Announce game themes / promo schedule)

Wednesday, June 12 - Build a Bed Community Service Project

Monday, June 24 – Art due for season tickets

Tuesday, July 2 – Art approved for season tickets

Variable data in by for season tickets

Thursday, July 11 – Variable data approved by for season tickets

Wednesday, July 24 – Blue Sox UMass Athletics Night

Thursday, August 1 – Season ticket shipped by

Saturday, September 7 – Home Opener vs. SIU

Saturday, September 21 – Home Game vs. Coastal Carolina

Saturday, September 28 – Home Game vs. Akron

Saturday October 26 – Home Game vs. UConn

Saturday, November 2 – Home Game vs. Liberty

Saturday, November 23 – Home Game vs. BYU

Dates to Finalize: Town of Amherst Block Party, UMass Day at Red Sox game,
Engagement with Elementary School Kids, Serve coffee at Dunkin’

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 Budget / Items for Enhancement

Promotional Items:

Season Ticket Holder Gift: $4,700

See attached excel sheet for tracking. Managed by Alyssa

- UMass Football umbrella

Fan/Student Giveaway Items: $21,000

See attached excel sheet for tracking. Managed by Alyssa

- Mini bells
- Rally towels
- “The Flagship Is” slogan t-shirts
- Militia Rewards App prizes ($3,000 to order)
- Phone wallets
- Window decals
- Pom Poms w/ logo
- Maroon beads
- Coozies
- Beach Towel
- Lanyards
- Keychains
- Pens
- Stadium Cups
- Die Cut Car Stickers
- Car Magnets
- Beat “_____” Stickers
- Temporary Tattoos

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 PRESEASON

Community / Campus Engagement {to be completed by August 1}

With the new staff on campus, there is a lot of opportunity for community and
campus engagement. All but one of our coaches is new to the area, so giving them an
opportunity to meet and engage with other campus constituents who influence the lives of
our student athletes, as well as community members who have an impact on their life in
the community is important. We also have on member on staff whose father coached
here, and he played here – so tapping into the connectivity piece of that is important.

One of the main areas for improvement is personal engagement. The team has historically
not participated in many community events where they have an opportunity to interact
with fans, season ticket holders, donors, the community, etc. We are going to make
efforts to get them in front of as many people and influencers in the community and on
campus as possible. This includes meetings with faculty/staff of our student-athletes,
Greek Life - specifically IFC, the International Student population, the new student
population (new student orientations), as well as preexisting season ticket holders and
donors. Additionally, we hope to expand the reach beyond the immediate Amherst area,
but expand into the greater Pioneer Valley and truly become the school Western Mass
supports.

We will look to get the team out into the public eye in a variety of ways:
- Flagship Flags program
- Pen Pal Program (Chicopee, Springfield, Holyoke, etc.)
- Reading to local elementary school classes
- Personally present at various community events
- Open practices
- Meet and Greets with season ticket holders

New this year, we are introducing a Season Ticket for Youth Football teams. This will be
a $60 season ticket for any youth football players, which will allow for their admittance
to all six games at McGuirk Alumni Stadium. The messaging will be sent out to all youth
football organizations during their registration period, as well as once youth are
registered for their teams. This is an opportunity to tap into a market that is already
excited about football and have the opportunity to become lifelong fans. Additionally, if
you get the child to the game, chances you get mom, dad, siblings, etc. to also pay for
tickets and attend heightens.

Additionally, as our 413 Fellowship Day is our home opener, the preseason will dedicate
a lot of time to the messaging of that day. We will find key stakeholders and get their
engagement on this event early. This includes Chambers of Commerce, recreation
departments, major businesses, corporate partners and more. The intention of this day is
to truly capture the entire Pioneer Valley, as we are the only division 1 school in this part
of the state.

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Student Engagement {to be carried out throughout preseason and some carryover)

Student attendance at football historically has been a complicated problem to solve.

Every home game, students show up in the masses to Lot 11 to tailgate for the 3 hours
leading up to game time. On any given Saturday, when classes are in session, about 4,000
students show up to the lot and party. As soon as the game is about to begin, and the lot
closes down, they egress, and head back to their dorms, houses, etc. Giveaways have not
seemed to have provided a solution as students will go through the student gates as soon
as they open, grab their giveaway, and head back out to the tailgate. Unfortunately, the
voucher system would be difficult to enforce, however, it might be a good new tactic.

The groundwork for achieving student attendance needs to be laid in the summer by
intentional planning. This includes being present at all New Student Orientations, all
transfer orientations, and any additional student events on campus. Especially for those
new students, the department needs to get to them prior to them hearing the
upperclassmen talk about how no one goes to the games, and they all just use it as a free
party day. Especially with a new coaching staff, having Coach Bell address the students
by recognizing the previous issues as well as relay the messaging that a home field
environment makes a difference. Students can affect an environment and they can affect a
game. Student-athletes feed off energy by the crowd, and when it comes from their peers
the messaging is often much stronger.

In addition to this presence, building a relationship with Greek life is imperative. Greek
life comprises of a good percentage of the campus body community. By engaging them,
instantly numbers can jump higher than they were as they typically show upon groups.
Although sometimes it is easy to assume what they may want, asking them what will get
them most engaged in the actual game itself will provide the most impact. Continuing to
build a strong relationship with them, and providing Greek Life resources where we can
is important. This includes hosting meetings in the FPC on occasion, providing parking
passes for tailgate, and bringing coaches to a variety of their events. The next major step
is finding ways to get them into the game, engaged and staying.

Additionally, continuing to enhance our relationship with groups of influence, with

access to resources is important. First priority is SGA. This needs to be a department
wide initiative to enhance a relationship with them so that we can better understand what
the student body is looking for from us, formulate stronger connections, and utilize their
communication channels so that we are hitting students from a variety of directions and
avenues. Preliminary strides were made during the 2018-19 academic year; however, it
needs to be continually strengthened.

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Preseason Student Events

Thursday, April 18 – IFC Meeting in FPC

Monday, April 29 – Founder’s Day (athletics tabling w/ football posters)

Monday, June 3- Tuesday, June 4 – New Student Orientation

Thursday, June 6 – Friday, June 7 – New Student Orientation

Monday, June 10 – Tuesday, June 11 – New Student Orientation

Thursday, June 13 – Friday, June 14 – New Student Orientation

Thursday, June 20 – Friday, June 21– New Student Orientation

Monday, June 24 – Tuesday, June 25 – New Student Orientation

Thursday, June 27 – Friday, June 28 – New Student Orientation

Monday, July 1 – Tuesday, July 2 – New Student Orientation

Monday, July 8 – Tuesday, July 9 – New Student Orientation

Thursday, July 11 – Friday, July 12 – New Student Orientation

Dates to Add: Serving in Berk Night

Summer Student Messaging Plan

Militia Rewards App: Continually emphasize the importance of the app to students as
they come on campus for orientations.

Email Marketing

Social Media (geared towards students)

Militia Student Group

Push Notifications (for those who have downloaded the app)

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Creative Needs:

New graphic templates to be completed for season

Flagship is… (Slogan to be used entire season – partially comes from football)

Individual headshot of each player – in uniform (and if coaches want suit and tie)

Promo photo shoot in uniforms (get a mix of each uniform) to use for videoboard
graphics, as well as gameday / social graphics

Motion headshots of each player for big plays in game

Intro video – preferably one for first half and one for second half

Videoboard content shooting

Entertainment elements: get to know you, competitions, and games
Player hype videos
Messages specific to each game theme
Thank you videos from players
Gridiron Club
The Flagship is…….
Walt Bell message
Student environment video
Feature pieces – any good stories to tell
GIFs with players with the personality

Freshman profile videos – who we are

Coaches profile videos – who we are, thoughts heading into season

Poster creation and order for summer promotion

Poster creation and order for season promotion (will include jersey photoshoot)

Keytag creation and order

Magnet creation and order

Phone lock screen

Schedules
Jersey

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Points of Emphasis

New Coaching Staff - mic up coaches at Spring Practices

Race for starting quarterback position

New additions to team – freshman, transfers, etc.

All 6 home games on campus for the first time 2009

The Flagship is… (New brand for the team)

3 Keys for Coach Bell: (quotes from introductory press conference)

Time: How efficiently we can do things, valuing others’ time, minimizing wasted
time, creating as much efficiency as we can as a staff, finding a way to do
as much with less, finding a way to run the most efficient practices we can
possibly run for the welfare of our student-athletes. Our kids will be on
time, they will be where they are supposed to be on time, time will be
something that they can take with them for the rest of their lives

Team: Everything we do in this organization, from the coaching staff to the

players, will be in the best interest of the team. If we find in any way, shape
or form that it will benefit the team, we will pursue it and run at it
wholeheartedly as fast as we possibly can. If we prove otherwise, we will run
away from it and find a way to distance ourselves from it as fast as possible.
But every decision we make, we keep the team in mind- the coaching staff
and our players.

Details: The details in how we run our lives, the details in how we do our jobs. I
am a firm believer that how you do one thing, is how you do everything. How
you brush your teeth in the morning tells you how you will attend class. How
you attend, class is how you perform in class. How you perform in class is how
you’ll come over and perform in meetings. How you perform in meetings is
how you practice and how you practice is ultimately, how you play. But how
you do anything is how you do everything and those are details.

Momentum Building – recruiting trail

One Take With Walt Bell – on his personal social media

Getting people to know the individuals on the team

New tunnel for team entrance – photos, video, smoke

Potentially use in intro video? Entering field

South Endzone Terrace – new hospitality space to watch the game, but also will be at
maximum capacity in terms of what is permissible to be purchased

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Student Communication Assets

UMass Dining Commons: Hamp, Berk, Roots, Blue Wall, Worcester, Frank
Table Tents in all venues
Digital display televisions in Blue Wall

Social Media Channels:

UMass Football: Twitter, Instagram, Facebook
UMass Athletics: Twitter, Instagram, Facebook
Encourage all coaches to share from their accounts

SGA
Weekly calendar graphic goes out on all channels they control
(Submit to sgapublicrelations@umass.edu)
Monthly newsletter: athletics items added when opportunity is available

The Militia
Tag them in student specific social media postings, for them to share

Student-Athletes
Anywhere we can get the student-athletes to do some self-promotion will go a
long way in having other students aware of their games, accomplishments, etc.

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 SEASON / GAME BY GAME

Communication Plan:

FanOne Email marketing software

Student emails:
Game week, email goes out to students on Sunday about tailgating spot
Game week, email goes out on Thursday (preview)
Includes promotional information and any marketing content

Fan Emails: to all fans with a ticket for that game

Game preview email goes out on Friday

Fan Emails: to those without a ticket

Tickets still available include promo information, etc. on Wednesday.

Social media plan to be determined by content calendar

Tailgate Lot:

FanOne emails with form for students to sign up – limited number of parking spots per
game

Open 2 hours prior to kickoff

Script provided to DJ to make announcements throughout

Responsibility of marketing staff (Hire DJ, set up speakers, manage staffing)

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Saturday, September 7 – Home Opener vs. SIU

Promotion: Valley Talley

Enhancements and Giveaways:

- Home Opener – first chance to see Walt Bell and staff at home
- All members of the “Flagship Flags” program will receive 4 complimentary
tickets to the game for displaying the UMass flag in their place of business
- Invite all corporate partners to come out – FEVO site for discounted tickets
- Giveaway: mini bells with the Power U on it (noisemaker in venue)
- Encourage fans to bring them back with them for every home game
- Men’s Basketball / Women’s Basketball / Ice Hockey Cross promotion day
- New tunnel for team to run out
- Happy Face Painter
- Depending on how game vs. Rutgers goes (could be coming off Big10 Win)

Graphics / Videos:

- Video from Walt Bell welcoming fans to the first home game during his regime
- Video of sport being cross-promoted
- Video from players on the team welcoming all of MA to the game – encouraging
them to come out to Amherst for their home games in the fall.
- Note we are the Flagship University

Scripting Elements:

- Men’s Basketball / Women’s Basketball / Ice Hockey on field recognition

o Autographs 60 min prior to kick
o First timeout on field recognition with t-shirt toss

Groups / Guests:
- Corporate Partners
- Campus Partners
- Local important figures in Ryan’s suite

External Factors:
- First day of new south end zone pavilion
- Saturday after Labor Day
- UMass students fully on campus

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Saturday, September 21 – Home Game vs. Coastal Carolina

Promotion: Youth Sports Day | International Students Day

Enhancements and Giveaways:

- Focus on the community youth sports organizations

- Men’s Basketball / Women’s Basketball / Ice Hockey Cross promotion day
- Happy Face Painter
- Giveaway: The Flagship is shirts

Graphics / Videos:

- Videos of student athletes talking about their youth memories

- Any local Massachusetts players talk about growing up in MA, then coming and
playing at UMass
- Graphic for each youth hockey team in attendance

Scripting Elements:

- Videos of guys on the team talking about their favorite youth sports moments
- Video of sport being cross-promoted
- Men’s Basketball / Women’s Basketball / Ice Hockey on field recognition
o Autographs 60 min prior to kick
o First timeout on field recognition with t-shirt toss

Groups / Guests:

- Any and all youth teams we can get to attend (not just football)
- Youth cheerleading clinic
- Amherst Youth Football (attended last year)
- Central Mass Pop Warner Football (attended last year)
- Dalton Youth Football (attended last year)
- Frontier Youth Football (attended last year)

External Factors:

- Youth sports have begun, some kids might have games of their own

Potential to have Sam the Minuteman and or potentially a few coaches go to a youth
practice week leading up to game.

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Saturday, September 28 – Home Game vs. Akron

Promotion: Hall of Fame / Flagship Families Day

Enhancements and Giveaways:

- Family pack: 2 tickets (additional at discounted), pregame youth clinic

(potentially on new practice field), gift, and potential for post-game movie on field
- Welcome back the Hall of Fame class and their families
- Giveaway: prize packs for kids participating in clinic

Graphics / Videos:
- Hall of fame highlight video
- Hall of Fame trivia during the week
- Hall of Fame inductees graphic

Scripting Elements:

- Men’s Basketball / Women’s Basketball / Ice Hockey on field recognition

o Autographs 60 min prior to kick
o First timeout on field recognition with t-shirt toss

Groups / Guests:
- Hall of Fame class and their families
- Families in the local area

External Factors:

Sam the Minuteman to recess if possible

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Saturday October 26 – Home Game vs. UConn

Promotion: Homecoming

Enhancements and Giveaways:

- Fan tunnel as award for 100 random people who give during challenge
- 25 parking passes in Lot 11 given to those who donate during challenge
- Game ball delivery run from Storrs
- Bobblehead giveaway to those who attend Stewardship/thank you breakfast in
morning (voucher system)
- Rally towels for fans in stands
- Giveaway set: one thing given out Friday night at hockey, set completed at
football on Saturday
- Giveaway Incentive: check into both football and hockey, pick up at end of
football game

Graphics / Videos:
- Welcome back alumni video
- Winner of donating challenge
- Welcome back Alumni graphic

Scripting Elements:
- Homecoming Court presentation
- Donor Challenge (UMass vs. UConn) winner announcement

Groups / Guests:

- Alumni
- Alumni Band

External Factors:

- Halloween weekend for students

- Most likely hockey game Friday night

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Saturday, November 2 – Home Game vs. Liberty

Promotion: Band Day / Hometown Heroes Day

Enhancements and Giveaways:

- Touch-a-Truck Event
- Season ticket holder gift pickup begins

Graphics / Videos:
- SAs with family / friends in positions in military or emergency services film a
thank you video
- Band Day welcome by Tim Anderson
- Important facts highlighting hometown heroes
- Scrolling recognition of all HS bands in attendance

Scripting Elements:

- HS Band Day performance at halftime

- ROTC Ruck Sack Race

Groups / Guests:
- HS Bands
- Local Fire Departments
- Local Police Departments
- Local Emergency Services Departments
- Local Veterans Associations
- Local ROTC programs

External Factors:
- Sunday is daylight savings

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Saturday, November 23 – Home Game vs. BYU

Promotion: Senior Day / UMass Dining Presents

Enhancements and Giveaways:

- UMass Dining programming (something)

Graphics / Videos:
- Local ROTC programs

Scripting Elements:

Groups / Guests:
- Mormon Churches (use research conducted for Gillette in 2018)
- BYU Fans (use database from Gillette in 2018)
- UMass Dining staff members and families

External Factors:
- Saturday before Thanksgiving – no students on campus
- Air temperatures - might be very cold
- Men’s basketball plays at Mohegan Sun this evening

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