UNA Football/Business

Analysis
Brittany Anderson, Marissa Castile,
Whitney Hill, Josh Scott, Robb Young

Objectives
Discuss the key elements that
compromise a UNA Football experience
that is bases on the information that
we have learned in this class.

Mission Statement
Athletics is an integral part of the University community
and, as such, it must strive for excellence just as academic
units strive for greatness in teaching and service. Such a
commitment to excellence in athletics implies that the
University of North Alabamas men and women will be
provided with exemplary leadership, appropriate facilities
and services, and the opportunity to compete at the
highest level of intercollegiate competition at the NCAA
Division II level. The student-athlete is a representative of
the general student body, with like academic qualifications
and the same probability of success. The individual's rights
and academic goals should not be compromised by the
University's desire to conduct successful athletics
programs. Participation in intercollegiate athletics
programs, while augmenting the student's formal
education, should lead to the total development of a wellrounded, more enlightened individual. The Department of
Intercollegiate Athletics serves as the front porch of the
University of North Alabama and the Shoals. We recognize

Goals of the Athletic Department

1) Provide student-athletes with the academic and
social support needed to experience success at The
University of North Alabama.
2) Develop mentoring programs to assist
academically unprepared student-athletes for the
rigors of The University of North Alabama.
3) Establish and maintain a healthy relationship
between the athletics department and the academic
departments of The University of North Alabama.
4) Develop a nationally recognized academic support
program for student-athletes within all ranks of NCAA
institutions.

II. SWOT Analysis

Strengths
Fans
Loyalty
Division II
Location
National Championships

II. SWOT Analysis

Weaknesses
Braly Stadium
Attendance
Division II
Recruiting

II. SWOT Analysis

Opportunities
History
Playoffs
National Championships
GSC Championships
Division I

II. SWOT Analysis

Threats
City of Florence
Radio
Braly Stadium
Transfers

III. Planning Process:

Understanding Consumer Needs
Determine if fans enjoy atmosphere of UNA
Football Games
Focus because many fans leave after
halftime
Solve the problem?
Research methods of why fans attend
games, how long they stay, if they enjoy
the atmosphere, what they like or do not
like about the game or stadium, and
their age

III. Planning Process:

Understanding Consumer Needs
Gathered data by conducting a survey at a UNA football
game
Interviewees: two UNA students, one elderly fan, one
alumnus, and one local teenager
Results were varied
Overall it was widely conveyed that most fans come to
games because they are a cheap entertainment on
Saturdays in Florence, AL
Price of travel and tickets for Division I too high
Fans leave games at halftime because they are fans
not fanatics

Market Selection Decisions

There are three parts to this
process.
Segmentation
Target Marketing
Positioning

Segmentation
This is when sports
consumers are grouped
based on common
interests and needs and
other aspects

Segmentation cont.
Some of our segments:
Socializing with colleagues/friends
Collegiate/community unity
Cheap entertainment for college students
Having sense of belonging/pride
Family tradition
Students win prizes
Feel a part of team

Target Marketing
This is when you choose a
segment(s) and put them into the
most efficient one thatll work.
They are what the entire
marketing strategy revolve
around

Target marketing cont.

The target market we chose to
focus on is both socialization and
cheap entertainment for
students.

Positioning
This is when the marketer fixes,
promotes, or does something that
gets their product into the
consumers mind.

Positioning cont.
One way we will do thins is
promote more that students get
into football games for free.
Also we will try to attract more
students attendance by giving
them chances to win free prizes
during games.

Promotional Issues
Ways of Advertising
Radio
Commercials
Fliers
E-mails

Sales Promotion
There are several ways to get the fans to
come, participate, and support the UNA
Lions.
For example, our university is known
for having a free give away, maybe if
the prize were to be something like an
Ipad, or a flat screen television, not
only would that get the fans attending
the games more, but local people as
well.

Pricing Issues
Students get in free with most
games, so theres no real issue with
the pricing of games.
However, the pricing of souvenirs
are too expensive on campus for
any student to buy anything
supporting the football team. Such
as hats, jerseys, t-shirts, or even
pom-poms.

Pricing Issues (cont.)

A way to make more sells and get
students and others more involved in the
school spirit could be:
Sales once a month for anything pertaining
to UNA football.
Free giveaways for actual Lion football
jerseys
Continue to give away free UNA football tshirts
And so on

Implementation Process
The implementation process
involves assignments addressing
the who, where, when and how of
reaching the goals and objectives
of a business. It involves the entire
organization. Marketing
implementation involves putting
the marketing design, execution
and scheduling into development

Implementation Process
(cont.)
The implementation phase requires
the giving of specific tasks and
timelines to individuals and groups.
The business employees gather the
necessary resources to execute the
marketing program and release the
organizations product or service to
the public.

Implementation/Control
Process

Control Process
Control is the task of ensuring that the activities are providing the desired results.

The control process involves:

Setting the target or goals.

The main goals for the UNA Football Team organization are to build and grow the fan
base, bring in as many people as possible to their games and events for financial profit,
university pride, and local well being. They want to give the consumers a reason to
attend games, support their team, spend their money, and be satisfied .
Measuring the actual performance.
The UNA Football games attract many people to their home games. But not as many as
they would like. A lot of people come to the games and leave before the games are even
over(mostly students). The game itself is entertaining, but more needs to be done to
keep the consumers satisfied and in the stadium the entire event.
Taking the corrective actions.
Several things can be done to improve the quality and experience of UNA Football
Games. The head marketing director for the UNA Athletics Department needs to reach
out more to the community and beyond to bring in more customers to UNA home games.
Management leaders also need to come up with ways to get more people in the games
and keep them in the stadium during the entire event by coming up with new ways to
keep customers entertained and excited during the entire game.