Suggestions for Purdues Marketing Strategies

By: Ian MacDougall, Jessica

Leon, Cassandra Rice, Jared
Olashuk, Jordan Davis, and
Whitney Trujilo

Suggestions for Purdues Advertising Strategies

Introduction
Over the years, Purdue utilized the traditional methods for informing Purdue sports fans. More
recently, the university has used non-traditional methods for informing and increasing the involvement of
fans with athletics. Social media platforms such as Facebook, Twitter, and Instagram communicate and
engage with fans organically, which have provided a quick and convenient way of receiving news about
Purdue athletics without busting the budget. Along with the use of social media platforms, Purdue
athletics looks to increase the amount digital advertisements about athletic events. Consumers have react
to this form of advertising, allows the marketing staff to use their money towards advertising in a more
efficient manner. Traditional methods provide a more costly and less traceable platform, while delivering
advertisements to their market in a more personal manner. Purdues athletic department adjusted to the
evolution of technology by harvesting the huge potential that non-traditional methods had for increasing
their sales. They have begun to cut marketing budgets while focusing on the cheaper platforms, as well as
gaining a new generation of followers, increasing the affinity of Purdue as a brand.
This paper will discuss the different media platforms utilized by Purdue and the benefits of
advertising through them, including a benchmark of the athletic departments of several National
Collegiate Athletic Association member institutions. The course survey will determine the best methods
for advertising to the students who participated. Finally, after analyzing all of the statistics in all of the
given areas, we will come up with a recommendation in how to improve Purdues market by selecting
which platforms (traditional or non-traditional advertisement) are the most effective.

Traditional Media Sources

With the advent of new wave media sources, traditional media sources collectively encountered a
cheaper opponent that could reach across the world in the snap of a finger. While traditional medias

numbers have continued to diminish in recent years, radio, television, and newspapers represent the
majority of time spent using media in major mature markets in the United States (Chaffey, 2014).
Traditional media has always been a steady force. Newspapers, or at least some kind of written news,
have existed for over one thousand years. People have used radio as a mass medium for nearly one
hundred years. Finally, television has controlled the worlds interest since its introduction in the 20th
century.
Traditional media has served a position of power and trust since the creation of each individual
outlet. People have read, viewed, and listened to prominent sporting events through traditional media.
Grantland Rice detailed the achievements of Jack Dempsey, Bobby Jones, and the Notre Dame Fighting
Irish in his newspaper articles. The announcement of the attack on Pearl Harbor interrupted the 1941 NFL
championship game on the radio. Television brought the world a united America when watching the
World Series, just a month and a half after the attack on the World Trade Center.
Social medias two main disadvantages compared to traditional media are its time consuming
nature and the revolving door of new platforms (Nica, 2014). In order to maintain constant recognition on
social media, companies need to continuously post to make fans notice their advertisements. Every year,
social media introduces a new platform that gives individuals a new sense of interaction with others in
society. Through business transactions or evolution of the market, social media platforms will rise and
fall. MySpace is a good example of how quickly a social media platform can fade away from prominence,
as the once powerful website has fallen into obscurity.
Lucinda Austin, Brooke Liu, and Yan Jin (2011), examined the role of social media usage during
a crisis event. The research exposed the motivation for using traditional or new wave media. Individuals
selected traditional and social media together for four factors convenience, personal experience,
personal recommendation, and information overload. Solitary social media usage derived from a search
for humor. Credibility was the main factor for relying upon traditional media for information. Successful
advertising occurs when companies reach out to consumers who are in a serious mindset to make a

purchase. Therefore, traditional media alone or combined with social media will attract individuals to
make a purchase after viewing an advertisement. Lexis Nexis conducted research regarding
trustworthiness of different media platforms (Deliso, 2006). The results showed that society believes that
traditional media is more trustworthy than social media options, which Austins 2011 research confirmed.
Social media platforms have the ability to reach everyone in the world; however, to access
everyone, individuals must have enough technological knowledge to engage an online advertisement
properly, whereas an ad on a traditional media source can reach anyone, regardless of the level of
understanding about technology (Higuera). Traditional media also offers a personalized advertisement
experience. Targeting specific geographic location with an advertisement on the radio or television can
make fans feels as if they have the personal attention of the organization marketing to them. Through
traditional media platforms, organizations must know specifics about a consumer market, while
personally advertising to individuals in a set geographic location (i.e. small newspapers, radio stations,
etc.). Finally, with financial success driven by sales, organizations can purchase more advertising space
on traditional platforms, while social media does not have very many levels to elevate their profile online
(Rae, 2015).
Currently, Purdue has roughly $190,000 of advertisement value through traditional media
(personal communication with Ellie Saxton). The value is an accumulation of dollars spent on advertising,
as well as traded value through various sponsors. Almost a third of the traditional media value goes
through four print sources, located mainly near the university. These advertisements vary from marginal
pictures to full-pages in the Sunday paper. Advertisements through various radio stations accounts for
$42,000 of value. Length of the commercial and placement during the day are essential to determining the
cost of an advertisement. A sixty second commercial played during the morning or afternoon drive time
would be considerably more expensive than a fifteen second spot played at three in the morning. At
$66,000 television holds the largest piece of the traditional media budget, while the cost of advertisements

has a similar system compared to radio. Static billboards in Lafayette, West Lafayette, and along I-65
provide a value of $27,000.
The prices above are a small explanation of Purdues advertising efforts with traditional advertisement. To
take command of the states fan base, it is necessary that the athletic department focus on traditional
media advertisements to bring back successful fans and alumni to Ross Ade and Mackey. Not only will
the traditional media lead to a boost in ticket sales and merchandise revenue across the state, but it brings
the opportunity that an older generation, who will not deal with student loan debt for the next 25 years,
will donate much-needed funds to the John Purdue Club. Traditional media provides the best method in
which Purdue could use for advertising purposes. In addition to the stability and trustworthiness that these
outlets provide, traditional sources have a presence on new wave media platforms, which will give
companies an opportunity to advertise through hard copy platforms and a cheaper reach on social
media.

Social Media
Advertising is becoming a very demanding and competitive advantages for colligate
sports today. There is a new wave of advertising that is starting to hit the market and really
boosts colligate athletics. These new wave advertising platforms are Google, Facebook, Twitter,
and Instagram. These are also the top social media applications that are on the market today and
are constantly growing to become bigger and better. Traditional advertising is still a key
component of marketing for colligate athletics, however these new wave ideas are starting to
take over. Purdue currently uses a variety of different platforms to advertise such as the
Exponent, Indy Star, Boilerstation, Yahoo Sports, Pandora, billboards, and different television
stations. These are all still very useful and successful ways of advertising however it all depends

on who you are trying to market to in the end, and that will determine which platform for
advertising is best.

In the future Purdue may move to more new wave platforms for advertising such as
Google, Twitter, Facebook, and Instagram. These social media applications are very useful tools
for advertising and could ultimately be the secret to Purdue getting fans in the stands and also
experiencing the ultimate fan experience. We have contacted each of these advertising media
platforms and were able to gain some valuable knowledge of how these particular media
platforms can help Purdue with advertising.
Google is a media platform that is used by pretty much every person in this world now a
day. It has become one of the biggest if not the biggest search engines in the world. We were able
to contact Google and speak with one of their advertising representatives. First off it was not
clear to Google if Purdue athletics actually used them already for advertising. When advertising
with Google, the first thing one must do is create an account and website. Based on what the
account holds is what generates the pricing for advertising. They offer no set packages for
advertising and advertising with Google is done by a Cost Per Click strategy. These
advertisements are generated by the key words that Purdue would pick and base don those key
words will determine the pricing for the advertisement. One is able to see how often a particular
word is searched before choosing it, to make sure it is really going to help and be worth the
investment. Advertising with Google requires no contracts and one is able to stop their
advertisement whenever they would like. There are some great benefits one gets when
advertising with Google and those are that one is able to see reports of any information about
their advertisement whether it be how many clicks have been done, demographics, and also how

popular the keywords are. The user also gets to use Ad Works for free when they advertise with
Google as well. Google seems to be a very good way of advertising and has a lot to offer with its
advertising due to how popular of a media platform they are.
Another media platform that is becoming very popular for advertising is Facebook.
Facebook is one of the most popular social media platforms that can easily market to any
demographic that one chooses. When advertising with Facebook one has the option to control
exactly how much money they want to spend by setting a daily or lifetime budget for your ads.
They also control how long they would like a particular advertisement to run for. Facebook lets
customers choose between two different types of bidding such as Cost Per Click or Cost Per
Impression. One also has the option to choose between which audiences they want to target and
demographics. Facebook takes care of when and where to post your advertisement for you and
allows a couple different features within your advertisement. One of these being able to boost
your post (Boosted Posts). When using this tool it allows the customer to see before posting an
advertisement, exactly how many people your ad could potentially reach within the budget one
selects, and targeting preferences you have chose. Pause ads are also a feature with Facebook
that allows one to pause their advertisement if its not doing that good and make changes to it
and then un-pause it. Facebook makes it easy for anyone to advertise by fitting any budgets and
having no contracts. A lot more people of all age groups are starting to use Facebook on a regular
basis, so this could potentially be a great way for Purdue to advertise and be successful with it.
Instagram is a social media platform that is starting to really break into the advertisement
field. It has over 200 million users active worldwide, which over fifty percent are outside of the
United States. This may be one of the more expensive advertising platforms however it allows
the customer to launch an advertisement that almost anyone will see in their feed. However

Instagram is not open to the public yet for advertising. When advertising with Instagram, ones ad
will appear in a users feed with a Sponsored label and is also a very high quality and printable
photo, which helps promote engagement with users and the advertisement. The cost of
advertising can range from 350,000 a week on the low end all the way up to 1 million on the
high end. One is able to see users feedback about their particular advertisement since everyone
that uses Instagram has an option to offer feedback if they choose to. Later on down the road
this could be a very valuable advertising platform and one that perhaps Purdue could dive into
once they release it to the public and keep upgrading it.
Overall the University of Purdue should remain advertising with their traditional media
platforms, but should also look into advertising with the new wave advertisement media
platforms that are coming about today for the future, due to the overwhelming use of social
media in todays society.
Purdue University is one of the biggest Big Ten schools, which why the next part is why we want
to focus more in depth on identifying its media outlets and demographics. Purdue Athletics
targets its fan through various media accounts such as Facebook, Twitter and Instagram etc. The
idea of identifying these demographics gives us a better gage of where Purdue fans are at, what
they are using the most and who makes up our fans.
Within our research we were able to identify some specific details about our Purdue
college students as well as some of the families within Tippecanoe County. The biggest challenge
was to specifically find the exact demographics of each individually sport. The benefit of this
would be to help us specifically target our audience so we can reach our fans in a more effective
way.

Other Collegiate Action

The benchmarking section focused on seven Division I instituations to see what they do
for market their programs. There were four schools from the BIG 10; Michigan State, Rutgers,
IU, and Northwestern. The other schools represented a variety of different conferences and
demographics from across the country; West Virginia University in the BIG 12 conference,
Conference USA member Marshall University, and Arizona University from the PAC 12
conference.
All of these universities implemented a similar marketing strategy. Every school had an
athletics web page that listed upcoming events, promotions, and athletic feature stories for their
various teams. Each university maintained an athletic department Facebook page, which shared
similar information as the web page, but served as another way to reach students and fans. The
institutions maintained similar Twitter pages for the entire department, as well as several
revenue-generating sports.
Michigan State University, one of the powerhouse teams in the BIG 10, is very successful
in both basketball and football. Due to their success on and off the field, they do not encounter
issues when selling season tickets every year; however, in order to avoid a monotonous
purchasing experience, the athletic department offers promotions for fans and students to thank
them for their loyalty. Michigan State does act not a good role model for Purdue because their
fan attendance is primarily a result from their continuous success of their teams performance,
whereas the Boilermakers have suffered from several dismal seasons in recent times.
Rutgers University, a new member of the BIG 10, has marketed the athletic teams with
specific plans for each sport. Basketball season offered the first group of students at a game a
chance to enter a drawing to win free Rutgers apparel. To boost morale throughout the campus,
the Scarlet Knight marketing staff held meet and greets with the players and coaches for the

students. Dorm-storming and cafeteria-storming, where players from the football or basketball
team would come into these areas and create some form of hype around the upcoming sporting
event, was a popular and successful event. Rutgers main marketing strategy is to create an
emotional connection with the players and coaches to the fans.
Northwestern University, one of the smaller schools in the BIG 10, implemented a
marketing strategy for sporting events based on group sales. Within their sales and marketing
department, school representatives called various local groups, such as businesses, church
groups, and local youth sports teams to sell their tickets in bulk to these groups. This was very
helpful for them, as most of these groups have not cared about the outcome of the games, instead
enjoying a chance to see a college sporting event.
Indiana University does not have a problem getting fans and students into seats for
basketball games due to the large following of Indiana basketball, but football has proven to be a
struggle, as they have not had success on the field in recent years. To rectify a lack of fans in
Memorial Stadium, Indiana dropped the price of student tickets to $10, which are the lowest
ticket prices in the BIG 10. They already offer tailgating across the street from the stadium, but
fail to motivate students to migrate to the seats, instead of tailgating throughout the entire game.
The Indiana marketing staff is considering cracking down on the tailgating, but that could create
a public relations issue by upsetting the majority of students who attend just the tailgate. To solve
this issue, they have considered serving alcohol in the football stadium to create an atmosphere
like an Indianapolis Colts game or other professional organizations. The one marketing program
that they have had success with in recent years is a Bingo card that has all of the other sporting
events listed on it and they get a stamp for each one that they attend. Fans used these cards as a
reward system, where students can get prizes based on the amount of points they accumulate.

The main prize is the opportunity to get better seats for the basketball games. Indiana offered
12,000 bundle-deal tickets that included all of the home football, and all but four home
basketball games. Since they offer 7,800 seats for students in Assembly Hall and have 12,000
tickets, the point system is important for students to get better seats and get a chance to see the
more marquee home basketball games.
West Virginia University, which is new to the BIG 12 this year, and since students get
into sporting events free through the student event fee included in tuition, selling tickets has not
been a problem for them. The marketing staff coordinates their efforts with different student
groups on campus to create a buzz around the upcoming games. The main groups that they have
worked with are the Mountaineer Maniacs, which is their student section, their highly-involved
student government, and residence halls. They work with these groups to help organize events
around campus every Friday before home football games on Saturdays. Theses event could be
anything, from a cook out to a corn-hole tournament. They coordinate these events with the
athletic department in order for players and coaches from all of the different sports to attend.
Having the players and coaches at these events has helped to create unity across campus and
form relationships with the teams. In order to keep the general fan populations attending games,
the Mountaineers offer mini packages for a select number of home games, which fans can select
their favorite games. They also have a different gift every year that they give to season ticket
holders, which is usually some form of Mountaineer apparel.
Marshall University, a member of Conference USA, has keept fan and student attendance
up for the non-conference football games by offering package deals with a $2 coupon at the
concession stands, as well as offer a golden ticket promotion to students and fans. The golden
ticket promotion involves a certain amount of tickets selected at random and the owner of those

tickets will win a prize, which could be a free piece of Marshall Apparel or a gift card to a local
restaurant. They also offer a program similar to IUs bingo board called Monopoly Best Fan
Board. With this, fans mark down each sporting event they attend and depending on the number
of games they attend the more points they will earn towards different prizes. With this promotion
he told me they saw a 10% increase in student attendance after the first year it was implemented.
The University of Arizona mainly markets the party atmosphere of their sporting events
to attract fans and students. One of the ways they do this is through the in game music. Asone of
the first schools to attempt this freedom, students decided the musical arrangements played
during time-outs and breaks in the action. This helped to create the party atmosphere in the
student section, which generated a lot of energy with in the stadium. There were also several
rewards offered to students who buy tickets to football games. If they purchase a ticket, the
students name enters a drawing to run out of the tunnel with the team, sit in the press box for the
whole game, or sit in on post-game interviews with the players and coaches. They also offer a
select number of students a chance to sit in the Wild One section, which is the first five rows at
the 50 yard line. The only requirement is they need to be dressed up in face paint or some short
of costume supporting their school.

Purdues Strength
Purdue University is one of the biggest Big Ten schools, which why the next part is why
the focus is more in depth on identifying its media outlets and demographics within Athletics.
Purdue Athletics targets its fan through various media accounts such as Facebook, Twitter and
Instagram etc. The idea of identifying these demographics gives a better gage of where Purdue
fans are at, what they are using the most and who makes up our fans.

Overall Demographics-Purdue University Students - In the demographics for Purdue

University, college students allowed a closer look at the statistical data of the student population.
The first entity is that gender for the university holds 16,214 females and 21,847 males within
the student population. Then the average age groups of students were 30,053 between the ages
of 25 to 34. The next entity of statistics looked at was the ethnicity/gender consisting of students
where about 25,813 accounted for the majority of gender at 68%.
Next, overall in the different schools at Purdue the students were widely diversified
within each school such as College of Agriculture, College Education, College of Liberal Arts
and School of Engineering etc. The wide range of educational backgrounds showed the large
variety of the Purdue fan base through the differences in educational preferences. In addition to
that, the wide range of colleges offers a dynamic community to students to their college
experience.
The most substantial demographic we found was residency of the college students. Most
of them served as a 56.8% Indiana residents contributing to 21,632 students out of the
population. The large percentage of Indiana residency for the student population supported that
most fans were brought up with knowledge of Purdue Athletics or raised to be fans since most of
them were from Indiana. Also, Purdue enrolls the largest student body population with Indiana
residents.
Demographics- Tippecanoe County Residents - Factoring in that Purdue University is
located with a family based residence many of our fans come from these demographics. Within
Tippecanoe County the population in 2014 was an estimate of 183,074 residents ranking the 7th
largest county in the state according to StatsIndiana. The next demographic of fans was the
largest age range the county consisted of. The young adult age of 25 to 44 collected was 45,160

residents making the largest age group. Following that was the age group of older adults (45-64)
with 36,199 residents. These two age groups made up Purdues fans base because they are college
students, parents with children and senior citizens.
Purdue Twitter Handle - Purdue Athletics holds numerous Twitter handles resulting in
every sport with a demographic of followers. The biggest challenge was focusing on narrowing
the research for the specific demographics. Furthermore, out of all the Twitter handles the three
main interactive ones are Purdue Athletics, Purdue Basketball and Purdue Football. When
looking at each one of them it is possible to determine that Purdue Football Twitter handle has
the most followers. On this handle there was the most user activity through tweets and retweets
increasing the handles interaction with fans. In addition to that, Twitter users originally were
aimed at an older college audience but now we see young teenagers engaging with the social
media outlet in general (Duggan, Ellison, Lampe Lenhart & Madden, 2014). Also, through the
engagement of a younger teenage audience Purdues fan base on Twitter is continuing to extend.
In addition, Twitter is able to increase its followers through its ability to continually update
scores and the most recent news for fans.
Purdue Facebook Account - Next, the media platform of Purdue Athletics holds as the
largest most used social media outlet for most users resulting in having the most fan followers.
Most engagement accounts for about 70% of interactivity with the site daily (Duggan, Ellison,
Lampe Lenhart & Madden, 2014). Purdue Athletics Facebook has estimated of 132,054
followers. Since Facebook is the most used social media it also reaches a large variety of people
of all age groups. This includes Purdue Athletics Facebook account that has followers across all
age groups of fans. The biggest advantage for fans who are Facebook followers is Facebooks
ability to advertise Purdue athletics through promo videos and game coverage updates.

Purdue Instagram Account - Lastly, for the third most popular growing media outlet
Instagram it has been the new growing way for fans and users overall in social media to get their
information. The Purdue Athletics had a total of 6,872 followers. Individually for our revenue
sports such as Mens basketball has 7,131 followers and football has just a little less than both
accounts with 5,332 followers. The demographics of Purdue fans consist of a younger to middle
age audience. Although the Instagram accounts dont have as many followers yet, its usage and
popularity social media is increasing rapidly. Also, Purdue Athletics is continuing to brand its
image and increase fans thorough its advertising of promotions and pictures of all Purdue sports
on its Instagram accounts.

Survey Results and Recommendations

From the information gathered through the course survey, there are many ways that
Purdue is currently working to improve all facets of Purdue athletic events. With that said, there
will always be room to grow, and with this electronic age constantly expanding and advancing, it
is important to stay up with the advancements if not in front of them. Research collected to find
out how people are seeking out the information that they want about Purdue Sports showed that
Facebook is an enormous information pathway in sports. Respondents outlined that Facebook,
Purduesports.com, and Twitter are the first places that they will go to find information that they
want about Purdue Athletics. It was also found that printed media such as the Lafayette and
Indianapolis Newspapers and their corresponding websites are not used for this information
gathering as much. Purdues Exponent Newspaper is one printed media that is used for Purdue
Athletics information as long as there is access to it.

Athletics is not a one-way information highway anymore. Now it is also important to

monitor and be aware of what is being said about the event. Much feedback can be obtained just
by seeing the opinions that are leaving the event by way of phone, computer, or tablet. With the
ability to offer their own opinion at the click of a button, fans will give a firsthand rundown of
their experience from parking and access to the event all the way to how clean the bathrooms
were. For this reason, once the fans are at the Purdue Athletics venues, it is important to see how
they are outputting information as fans and spectators. When this question was surveyed, it was
found that Facebook, Twitter, Instagram, and Snapchat are the top ways that information and
images are leaving Purdues stadiums. Also, ESPN.com is the most frequently visited sportscentered website when patrons are looking for general information and scores. See graphs in
Appendix A for more details.
From the information gathered it is suggested to be the most beneficial; hit social media
full force without losing sight of the Purduesports.com webpage. Posting on Facebook and
tweeting on Twitter before, during, and after games is what the spectators want. It is also
important to understand that if interaction with the fans on social media is a goal of Purdues
Marketing department then you need to know what is being sent out by fans and how.
For future advertising and media, Purdue should work with the individuals (players,
coaches, etc.), as this will make Purdue University successful through interaction with fans.
Getting the fans involved and connected to the players and coaches of various teams so that they
are invested in Purdue Athletics. While maintaining traditional media advertising to stay
connected to the older generation of fans, it is important to encourage younger fans to share
information that portrays a message that Purdue Athletics wants received.

As Facebook has become the beginners social media platform for young children, before
teenagers turn their attention towards Instagram, Purdue has a unique opportunity to cultivate a
new market of fans and potential students. To develop this next generation of fans, Purdue should
rely heavily upon social media platforms to impress young fans, which could generate a lifetime
of support and giving back to the university. Purdues lack of success on the field and on the
court has hobbled their ability to maintain the revenue created through ticket sales, but a younger
fan base could bring more families to games, while garnering support to the university regardless
of performance records.

Appendix A
16.8%

9.3%
3.7%
1.9%
1.9%
1.9%
1.9%
1.9%
1.9%
1.9%
0.9%
0.9%
0.9%
0.9%
0.9%
0.9%
0.9%
0.9%
0.0%
10.0%
20.0%

What specific
internet websites do
you regularly visit or
check for sports-

Which of the following

social networking sites
have you used or would
be likely to use
(assuming wifi/internet
access was not an issue)
to share information

Which of the following do

you or would you use to get
information about Purdue
athletic events and tickets?

25.2%
24.3%

30.0%

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