Posted: December 9th, 2021

Case Study

 
ou will be working as a consultant to University of Illinois Athletics. Your job is to develop a digital communication campaign to resolve the problem presented by the client. Use your knowledge from this class and follow the instructions to complete the required assignments.
Message from the client:
Across the country, collegiate athletics programs are seeing a decline in student attendance at football and men’s basketball games. As attention spans decrease and other exciting options around campus increase, it is becoming increasingly more difficult to get students to attend athletics events. The trend is the same for the University of Illinois, so we decided to get creative and try to make it as easy as possible for students to get in the gate.
Recently, we launched the Illini Pride Pass for University of Illinois students. With this new package, students receive football and men’s basketball season tickets, as well as membership to the Block I football student section, and more for only $99. Last year, football season tickets were $77, and the cheapest men’s basketball season ticket was $125, with additional donations required to secure seating on the floor behind the baskets. We also offered single-game tickets for football during game week for only $10 last year, which will continue this year. There was a similar offering for basketball, but single-game tickets were either $10 or $15, depending on the opponent.
Our key objective for the upcoming season is to sell more than 3,500 Illini Pride Passes to the University of Illinois student body.
For this assignment, please create and submit 1) a target market profile and 2) a media user profile. Use the Fighting Illini Athletics website and any other web or social media sites to aggregate the content listed below.

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