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Executive Summary
Improving Student Organizations at the University of Oregon
Nicholas Aitken - Team A
At any university, participating in student organizations has been proven to be an
invaluable addition to one’s college experience. Here at the University of Oregon, there are
approximately 300 student organizations, each one appealing to different students’ interests.
These clubs provide many benefits, such as enduring friendships, professional skills,
networking, leadership skills, and more. Our team has identified key opportunities to increase
club awareness at the U of O and ensure all students have the same opportunities.
Opportunity
Our research has identified three key opportunities: the online presence, a lack of
awareness, and a lack of recruitment. Many students were found to have joined a student
organization because they knew a friend in it, not because of U of O’s efforts to spread club
awareness and recruit around campus. Additionally, only 57% of students currently in student
organizations use OrgSync, which is the current online platform for clubs.
Objective
The objective of this project is to ensure all students have as many opportunities as
possible during their college career through increased awareness and involvement in student
organizations.
Comprehensive Solution
We have identified a comprehensive, three part solution to accomplish our objective:
• Revamped Web Presence: Including consistent U of O branding and overall feel,
minimum club requirements for published information, as well as Canvas integration.
• Club Week: Week-long event at beginning of the school year, placing student
organizations in the spotlight in the middle of campus, where each club has the
opportunity to set up an information booth and meet prospective members.
• New Student Promotion Strategy: Implement a survey during new student registration,
assigning student organization email lists based on their interests.
Implementation Plan/Costs
The website redesign as well as new student promotion survey will begin work during
the second half of 2016, with completion in September. Club week will be planned in the
months leading up to Fall 2016. This will cost approximately $8,850 for the first year, and
$4,250 per year after.
Call to Action
Our team requests approval from the ASUO to implement our solution during 2016,
allocating the appropriate funds outlined above in order to accomplish our common goal of
enhancing students’ experience while they are here at the University of Oregon.
Proposal [a]to Increase Alumni Attendance at University of Oregon Football Games
In Accordance with ECCSC’s Mission to Promote Oregon as a Premier Sports Destination
Group G:
Katie Bartenslager, Crystal Guan, Alex Iversen, Stella Ma, Charlie Mayers, & Samara Schuman
Introduction
As University of Oregon students we are all a part of Oregon football culture. Student love for
the team is the heartbeat that creates the high of the game. However, once graduated Ducks
aren’t flying home to attend games. In conjunction with Eugene, Cascades, & Coast Sports
Commission (ECCSC), we are proposing a solution to increase the rate of alumni attendance at
Oregon football games, increase overnight stays in Eugene, all while promoting Oregon as a
premier sports destination. This proposal will introduce Oregon football and its relation to alumni,
analyze the environment with a comparison to other universities, define our objectives to increase
alumni attendance, propose our event and its costs, and conclude by stating the potential for
ECCSC to target alumni.
Situation Analysis
Significance
As a member of the PAC-12 Conference, Oregon is nationally known for its Duck football team.
Oregon football generates approximately $21 million a year in ticket sales, and over $66 million
in total revenue (Appendix A.1). As a successful sporting event in Oregon, we suggest that ECCSC
utilize UO football’s popularity by enticing alumni to spend a weekend in Eugene. To encourage
alumni to attend football games, we propose that ECCSC increases marketing towards UO
football games and promote our “UO Alumni Exclusive: Get Behind the Scenes and Meet the
Team” event.
Evidence
Information from twenty alumni (A.2, A.3):
Oregon Football games attended as Students
40% attended all seven home games
10% attended more than seven games including away games
30% attended at least one to five games per season
Oregon Football games attended as Alumni
80% only attended 1-2 games
20% have not attended a game
This information shows the attendance of Oregon football games has diminished.
Constraints
The three largest constraints alumni face in attending football games in Eugene are the following
(A.4):
Money
Time
Family
Alumni’s primary concern is the additional costs of attending a football game, including the price
of tickets, airfare, hotels, and food. As alumni enter the workforce, time is a constraint due to work
and other personal matters that limit their amount of free time. The third constraint is family. In
addition to increasing costs, alumni reported it is difficult to align schedules with spouses and
children.
This information shows that alumni have not returned to the University of Oregon because the
incentive to return does not outweigh these constraints. In our survey, 100% of alumni reported
that they would return to football games at Autzen Stadium without these constraints. Through
our solution we will offer discounts to combat money problems, promote one weekend to combat
time, and offer a family friendly event.
Comparing to Similar Universities
Information from University of Michigan
U of M compared to UO:
Population (120,782 in Ann Arbor, Michigan and 166,575 in Eugene, Oregon in
2016) (Appendix B.1)
Proximity to big cities (Ann Arbor-Detroit, Eugene-Portland)
Power 5 conference (Big 10-U of M, Pac 12-UO)
The following information are estimates from the U of M Ticket Office: (Appendix B.2)
Half of the season ticket holders are alumni (approx. 12,500)
Homecoming game is the highest attended game for alumni
Information from Duke University
1,300 of alumni return for 2016 homecoming weekend (Appendix B.3)
Events used:
Alumni VIP lounge and president’s dance
#DukeFirstFour young alumni at Brightleaf square
2017 DAA awards ceremony
Pre-game celebration
Alumni volunteer all-stars recognition
The information from the universities above are examples of successful homecoming events
targeted towards alumni. They also both recognize that keeping thorough records of alumni are
important so they can continue to improve on raising alumni attendance. Right now, the
University of Oregon does not have records of alumni attendance and do not utilize the alumni
population or homecoming weekend. However, the University of Michigan and Duke University
prove it is important to utilize both.
Current Initiatives
There are currently four programs that the UO Alumni Center facilitates to increase alumni
attendance at football games:
1. Tailgates - Out of state tailgates are sponsored to promote football games, but tailgates held
at the UO were cancelled due to low attendance
2. Discounted and pre-purchased tickets – Allows members of the Alumni Association to
purchase early-bird tickets at a 20% discount
3. Young alumni initiative – Allows younger alumni to purchase blocks of tickets
4. Homecoming reunions – Attempts to increase attendance at UO events by promoting only the
following events during homecoming weekend:
Campus tours
Open classes for alumni
Student parade
Game day pep rally
Shortcomings
Currently only three of the four initiatives are being held at UO. There are no statistics available
that support alumni attendance is correlated to these events. This is because these programs
have scarce marketing, and can only be found on the UO Alumni website when searching for
“Homecoming.”
Moreover, current homecoming reunion activities are not engaging to the majority. Homecoming
weekend offers the potential to promote appealing activities tailored to alumni. Therefore,
improving the quantity and quality of activities, as well as the marketing efforts, is imperative in
order to attract more alumni to attend football games.
Objectives
Our main objective is to increase alumni attendance at the University of Oregon’s homecoming
football game. This aligns with ECCSC’s mission to promote Oregon as a premier sports
destination and increase stays in Eugene and Lane County. In doing so our objectives include the
following:
Increase ECCSC’s participation in marketing UO football
Primarily through social media marketing
Addition to their pamphlet and website
Mail flyers
Create a UO alumni exclusive event to meet the UO Football team
Increase attendance at the homecoming football game by 200 tickets
Give alumni coupons for ECCSC promoted restaurants and bars to help them save 10%-20%
of money
Solution
In partnering with the University of Oregon’s homecoming game, a post-homecoming day event
will be marketed on the ECCSC, UO Alumni Association, and UO Ticket Office website titled “UO
Alumni Exclusive: Get Behind the Scenes and Meet the Team.” This will be a full day event for UO
alumni to meet the team and will include facilities tours. Food and beverage will be provided, as
well as a shuttle service to and from the Hilton Hotel. In addition, the alumni will receive a special
behind the scenes badge containing discounts and promotions for ECCSC sponsored restaurants,
bars, and other businesses in the Eugene and Lane County area.
We feel this will be effective because we are specifically offering a package in which the main
three constraints (money, time, family) are being made easier to overcome. The tickets contain
discounts and coupons all around the county and it is only one weekend out of the year marketed
months in advance, and it is family friendly.
This single event will increase attendance at the Oregon homecoming football game. By building
relationships with the football players it will instill loyalty to the Oregon football program. This in
turn will incentivize alumni to return more frequently to Autzen. In the following section, the
tentative schedule of the “UO Alumni Exclusive: Get Behind the Scenes and Meet the Team” event
is described.
Tactical Plan
Prior to homecoming weekend, we will communicate with Hilton Hotel, SafeRide, a caterer
and badge printing company in a timely manner. Below is the schedule for our event:
Saturday, November 3 2018
Alumni attend homecoming game against UCLA at Autzen Stadium
Sunday, November 4 2018
11:00 am - Pick up alumni at Hilton Hotel*
11:30 am - Arrive at Autzen Stadium
12:00 pm - Welcome greeting by UO Alumni Association, with lunch provided
1:00 pm - Walk to Autzen
1:30 pm - Facilities tour (Practice Arena, Hatfield-Dowlin Complex, Mariota Center)
2:45 pm - Drink and snack break
3:00 pm - Tour of Autzen Stadium
3:45 pm - Meet the Football Team at Autzen Stadium
4:30 pm - Return to Alumni Center
5:00 pm - Shuttle to Hilton Hotel**
5:30 pm - Arrive at Hilton Hotel
*ECCSC magazines and badge will be provided in hotel rooms
**Includes a tour guide promoting ECCSC brochures on where to go, eat, and what to do
Costs
Financial Cost(s):
Good Faith Donation…………….$ 10,000.00
Food catering cost……………….$ 2,800.00 ($14.00 per person*200 tickets)
Shuttle gas/cleaning……………...$ 320.00 (4 vans - $80.00 to fill one)
Badge bundle printing…………....$ 40.00.00
Wages(drivers,hosts,etc).................$ 1,000.00
Total Financial Cost:
$ 15,160.00 USD
Cost Breakdown
The costs to the projected additions to homecoming weekend are minimal. Majority of the
activities held are easy to implement, and will not have any effect on the various operations of
the weekend. In order to establish both a good professional and personal relationship we are
proposing an annual donation of $10,000 to ECCSC for marketing efforts. We received a quote
from “Food Guy Catering” for a full course meal for $14 per person with utensils and plates
included. We project having to fill each shuttle’s gas tank at least once amounting to $80 per
shuttle. The badges are just under $20 per 100, so for all 200 printed it will be under $40. With 4
allotted shuttle drivers, we anticipate 10 total employees to work at $12/hr, for an average time
of 5 hours, which will ultimately cost $600 for the day.
(C.1)
There are very few non-monetary costs involved. Most of the cost is time, to both the football
players as well as the employees working the event. Even so, we feel that both the monetary and
non-monetary costs are minimal compared to the potential upside our proposal has.
Conclusion
Alumni are a large constituency who have existing roots in Oregon. After experiencing student
culture at the University of Oregon, alumni are affiliated with the social atmosphere at Duck
football games. There is potential for ECCSC to tap into the steady stream of alumni and utilize
the connection alumni have to UO. By promoting “UO Alumni Exclusive: Get Behind the Scenes
and Meet the Team”, ECCSC will encourage alumni to return and experience Eugene as a premier
sports destination.
Alumni deserve to pause the demands of life and plug back into the heartbeat of Oregon. With
ECCSC’s support, our event will allow alumni to relive that high of Oregon football games. Let’s
get ducks to fly home.
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