Promoting the Hardest Working Team on Hardwood

Client

Marquette Athletics

Services Provided

  • Creative
  • Media Planning

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Situation

Marquette men’s basketball ended the 2005/06 season with many accomplishments worth bragging about including an all-star freshman class, senior Steve Novak graduating into the NBA and one of the most respected coaches in the game, Tom Crean.

Despite these successes, Marquette Athletics still needed to increase game attendance in a competitive sports market. Thus, they had to increase awareness of what made the team so special.

Challenge

Marquette Athletics challenged Zizzo Group Marketing + PR + New Media (ZGM+PR+NM) to create a marketing plan that would increase ticket sales for men’s basketball games while generating positive team recognition.

Results

ZGM+PR+NM developed an integrated plan including print, radio, internet banners and TV. The theme line for this campaign was, “the hardest working team on hardwood.” This line was complemented by award-winning ads that spotlighted the coach and specific players to create credibility and make the team more personable.

The campaign successfully created a heightened excitement and awareness of the team. For the 2006/07 season the team experienced a 10% increase in average game attendance.

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