Building the Fan Base

[clemmonsapp]

We continue to have posts bemoaning our attendance. I understand - because we had an awesome run of huge sellouts for several years during and after the national championships. I am also old enough to remember being thrilled with a big crowd of 12,000 fans under the "leadership" of athletic department staff that thought that was the best it would ever get (common refrains like - we are hard to get to, weather, other schools as bigger draws, other things to do, etc.).

New athletic and university leadership coincided with a lot of wins to produce the perfect storm of attendance increases. Facility upgrades and game day experience continued the momentum. Fund raising has continued to climb from the low $100,000's to $3M annually.

It is clear that the change of divisions and conferences, while supported, had the requisite lack of anything to play for over two years, a loss of rivalries, and, with below expectation records, has caused a lull in enthusiasm and reduced attendance.

We need a new shot of adrenaline to get us moving upward again (Together we Rise!). What are your ideas?

Please do not criticize or shoot down other peoples comments. This is brainstorming (for no real purpose other than our conversation - I have no connection to the administration). Please keep your thoughts to promotional and game day types of activities. Scheduling is not on the table - we all know that getting Notre Dame to KBS would drive up attendance. It is also a given that winning big is going to drive attendance. We can't control those things.

Let's get creative and have a civil discussion!

I will start with an idea I have had for a long time. We need to brand ourselves as western North Carolina's team. This would have been difficult in the past because there were other similar teams that could make a case. We are now the only FBS team in the western part of the state. ECU (I know people hate to be compared to them) made huge strides when they focused on being the down east team. Over the years that has grown, and now you see ECU stuff in every little town or city in eastern NC. The mountains (Boone to Hickory and everything west) have a persona of tough independence that lends itself to our Mountaineer image. We should blanket the western part of the state with advertising that draws on that image and connects to the mountain folk. Our game day should celebrate the mountains and its culture. It is a long term strategy, but I think it is the only way to foster consistent attendance figures that are less dependent on wins.

What do you have Mountaineers Nation?

[DoubleA]

The good news is the fan base is there and we have already demonstrated the ability to draw 30,000+ fans to Kidd-Brewer. The base just needs some new energy, which will undoubtedly come about when we put a few wins together and fans become more familiar with Sunbelt opponents and the quality of ball played. Also, recognized OOC opponents at home will help. Thursday night games will be a tough sell.

[boonetown1]

First and foremost, I think we need to address the opportunity in the young professional demographic. Being a 28 year old, recently married, growing professional I understand the money and time commitment it takes to attend every little thing that is Appalachian. Many alumni my age are constantly traveling, attending weddings and baby showers all while trying to invest for the future. As far as financially tapping into the young professional demographic; i believe we need to offer ways to securely donate smaller amounts on the go (perhaps have a fundraising app that links to Paypal). I find it easier to give several smaller amounts that large sums. This will create a habit of giving which will, in time, hopefully lead to larger donations as we grow more financially stable.

For alumni who are not able to make every game I think we need to offer more flexible game packages (like pick your games and pay based off that **bundling and not just random 3 games**). With a large percentage of our alumni base being from the Piedmont; we should pair with the Parks bus system. Provide game tickets with a bus ticket; this would allow people to come to Boone and not have to worry about driving after.

The game day atmosphere could use a little polishing as well. We need to incorporate new sound systems, seamless timing between music/band and incorporate incentives for students to come and stay at the games. I've always thought it would be cool to engineer a couple large speaker closer to the field and pump bass through the seats when needed (ie before the team runs out have thunder, on third downs when the bell rings, etc.)

I have some more ideas but these are just a few. We need to market smarter and look at areas with the highest potential that needs the attention most. Branding seems to be heading in a "better direction", we just need to instill that "All for Appalachian" brand back in the entire alumni population.

[clemmonsapp]

I appreciate the response - but winning, better opponents, and no Thursday nights are not anything that requires a great deal of thought nor do we have much control over them. Yes they would all help (although I think Thursday night on ESPN may bring out the most students since the Friday night Wofford game). That is why I asked that we not get into that discussion again, but rather throw out creative ideas that could move the needle.

I believe you are correct in the thought that we have demonstrated that we can draw 30,000. I am asking for ideas that would build our brand, upgrade our experience, and help us solidify those numbers for higher season ticket sales and long-term success.

To my idea of being western NC's team - some possible slogans;

- Borrow from Asheville's success with the Altitude affects Attitude slogan - use that but rather than a serene attitude show hard hitting D and bruising runs for a tough mountaineer attitude.

- Borrow from an old song and use "Appalachian Football - Mountain Mean"

-The constant byline would always be "Western North Carolina's Team"

[JonW]

First and foremost, I think we need to address the opportunity in the young professional demographic. As far as financially tapping into the young professional demographic; i believe we need to offer ways to securely donate smaller amounts on the go (perhaps have a fundraising app that links to Paypal).

For alumni who are not able to make every game I think we need to offer more flexible game packages (like pick your games and pay based off that **bundling and not just random 3 games**). With a large percentage of our alumni base being from the Piedmont; we should pair with the Parks bus system. Provide game tickets with a bus ticket; this would allow people to come to Boone and not have to worry about driving after.

This hits the nail on the head - many of those who were in school during the national title run are now working into developing and advancing in their professional life. We do have the recent/young alumni program through the Yosef club, but I don't think that's properly advertised.

I do think the bus program, even if it were only for one or two games per year, would be a great idea. The Yosef club could work with a couple of alumni associations, say Triangle and Triad, to get together a bus trip originating in Raleigh, picking up in Greensboro/Winston, and then heading to KBS for game day. I'm sure they could work something out where this bus would have a tailgate spot in the stadium lot to entice higher levels of participation. Work this into a promotion with the young alumni group for Yosef Club.

[EastHallApp]

I like the idea of marketing regionally, but maybe without saying it explicitly in a tagline ("Western NC's Team"). That might sound good to people in western NC, but to everyone else (including recruits from outside western NC, which is just about all of them), I think it could sound limiting.

Not trying to be overly critical as I know you're trying to avoid that, just an observation. I'll come back if I can manage to come up with any original ones of my own.

As an aside, I think Thursday games will be a good thing for growing our program (and with it, attendance) in the long run.

[clemmonsapp]

Boonetown - Great comments. I agree that young alumni have to be a huge target. They want different things, and flexibility is high on the list. Many programs I have been a part of stress that younger demographics, primarily due to technology, want things on demand. They also want to feel a part of the overall experience.

More flexible ticket packages and giving levels make a great deal of sense. Contacts in other fund raising groups stress that if you get someone used to giving - even at a lower level, you are more likely to keep them as a donor.

Do we have a dedicated staff tweeting and instgraming a constant flow of information on game days and do we encourage students and others to do the same?

I love the idea of contests or give aways for students after the third quarter or late in games.

What about parking and tailgating? Would Watauga High or Baseball Field dedicated "Young Alumni/Student" lots with a strong shuttle system be utilized? Do folks in your situation, i.e. young families with kids, need an area away from students and the rowdy atmosphere they bring?

[Appstate88]

There is certainly nothing wrong with this slogan.

“Today I Give My All for Appalachian State”

[Rekdiver]

Just win baby, just win..........

[clemmonsapp]

EastHall - I can see where you are coming from with your concern about limiting ourselves or excluding others. My thought is that you can't grow without a good foundation. Our best bet for that foundation may be those folks with a natural affinity to the mountains and culture of App. It would be a negative if it repelled others.

I do think that outdoor activities in nature are huge positives with this generation of young people and families. Tying ourselves to that culture may pay dividends!

No problems with the comments - they are constructive (rather than the destructive that we get into from time to time here )!

[MtnDevil95]

Winning is the fastest path to building a fan base. It is also builds the most tenuous fan base, but at this point I wouldn’t be picky. I agree with the ideas of the Yosef Club doing some events in the piedmont and even the triangle area. It might seem like a tough sell to come down here into the very heart of ACC country and the edge of ECU land, but there’s quite a few of us Mountaineers in the area, and I think a viewing party, or something along those lines would draw a decent crowd. I actually would love to see App fans take over a bar in the Raleigh area, and have viewing parties every Saturday. Hell, when I went to the Seattle /Denver NFL game in Seattle last September, on Saturday we stumbled on a sports bar near the Space Needle that was overrun with Penn State fans. We quickly backed out and kept looking, and I know we’re nowhere near the long time extended fan base of Penn State, but at least within our own state, I think we could do something like that.

Getting the game broadcast on local markets (WRAZ FOX50 in Raleigh area) is a HUGE step in the right direction for getting Apps all over the state engaged again. I would love to see us find a way into road games with Duke, Moo-U, Cheat, or EZU. ODU is a good option for away game closer the eastern part of the state, so would UVa. Then organize bus trips to these closer away games.

[EastHallApp]

I agree with the ideas of the Yosef Club doing some events in the piedmont and even the triangle area. It might seem like a tough sell to come down here into the very heart of ACC country and the edge of ECU land, but there’s quite a few of us Mountaineers in the area, and I think a viewing party, or something along those lines would draw a decent crowd. I actually would love to see App fans take over a bar in the Raleigh area, and have viewing parties every Saturday.

Just an FYI, the Triangle Alumni Association chapter does do regular viewing parties: http://alumni.appstate.edu/events/series/2310

Yosef Club also does do the annual Spring Tour stop in Raleigh - if you've never been, you should check it out next April. It's a good event from my experience.

[asutrnr81]

I like this argument! I will be back with some suggestions.

There are some simple yet effective methods to this madness.

[boonetown1]

Clemsonsapp- Not sure about the young professional tailgating lot. I do believe it would be a nice idea to work with people with children. Personally, when with a group, we tailgate; when its just my wife and I; we normally walk around and get a beer/food before games. To each their own......I think its a good idea though......like follows like

Regarding the viewing parties, i like the idea of the alumni associations. Being in Greensboro, I would like to see the Piedmont chapter do a little more (like the Charlotte and Raleigh). There's an occasional networking breakfast, but that's about it. I would like to see the alumni associations coordinate more to travel to games as well.

I do believe our marketing department should do a market segmentation; then focus in on the highest volume level of alums. From there create individual sales and marketing strategies based off of the market. (ie if they need bus rides, do that / if they need higher viewership, by all means work with local alumni associations to push the games on tv at local spots). We need to create little "Appalachian" environments around the state to push the brand and encourage people to meet and come to games together.........All this is easily attainable by our athletics department.

[moehler]

expand the marketing into Tenn. We are literally 5 minutes from their border, yet we treat Tenn like a foreign country. I remember when ETSU shut down their football program, there was talk that a lot of their fans were going to travel to Boone to get their football fix, would have been a perfect time to launch a mass market campaign to win over some Tenn people, but, yet appears nothing was really done, thus we missed a great opportunity.

[AppinVA]

We did sign a decent radio station over that way, IIRC. As you know, things get awfully owarnge once you cross into the land of legal fireworks, though.

[JTApps1]

Boonetown - Great comments. I agree that young alumni have to be a huge target. They want different things, and flexibility is high on the list. Many programs I have been a part of stress that younger demographics, primarily due to technology, want things on demand. They also want to feel a part of the overall experience.

More flexible ticket packages and giving levels make a great deal of sense. Contacts in other fund raising groups stress that if you get someone used to giving - even at a lower level, you are more likely to keep them as a donor.

Do we have a dedicated staff tweeting and instgraming a constant flow of information on game days and do we encourage students and others to do the same?

I love the idea of contests or give aways for students after the third quarter or late in games.

What about parking and tailgating? Would Watauga High or Baseball Field dedicated "Young Alumni/Student" lots with a strong shuttle system be utilized? Do folks in your situation, i.e. young families with kids, need an area away from students and the rowdy atmosphere they bring?

How about combining the idea of a promoting an new entry level for the Yosef Club, a flexible ticket package, and dedicated parking at WHS or some other location? Call it the 120 Club and charge $10 a month ($120 per year) to join. Allow them to pick any 3 games to attend as mentioned above. Reserve one section in KBS (likely the upper deck east side) for only 120 Club ticket packages. The ticket packages would still have a separate cost as we can't just give away tickets on that large of a scale. Have them all park in one area with a dedicated shuttle.

This would be a great way to get people involved at a lower cost to them, but it would also help build relationships by having them park together and sit together. As we all know half the fun of going to a game in Boone is seeing our old friends who we tailgate and sit with year after year. I'd probably limit the number of years people could participate as the whole point is to get them to grow in their giving.

[clemmonsapp]

Great ideas JT. I know some other schools have gone to "Young Alumni Sections". They are usually close to student seating.

[AppDawg]

Ya'll are going to think I am crazy about this, but I think a piece of it is we have outpriced our fanbase.

This season, the cheapest way for a family of 4 to attend a single game will cost $120 in tickets alone. Thats $35 for 2 adult tickets and $25 for 2 youth tickets. Thats before consideration of gas to get up the mountain, any tailgate essentials and/or any hotel stays, if needed. Its not affordable. If you look at the ticket site, its the "blue" sections where tickets are not selling - these are the "cheap seats."

I think the pricing scale should drop such that the structure is at most $25 for adults or to an extreme akin to the ticket "Deal" announced for next weekends game - family of 4 for $79.

Yes, if we continue to keep same numbers we "lose". However, I am of the opinion we will actually gain in longrun.

15,000 at $35 = $525,000
30,000 at $20 = $600,000

Thinking about our fanbase, App doesn't have a professional school and while the College of Business is great, its a small percentage of the university as a whole. A large percentage of our Alumni are teachers and we all know how severly underpaid they are in the state of NC. Further the Boone and the surrounding area isn't filled with tons of professional companies where high salaries are earned. Instead it is mostly tourism driven and service oriented - "the local walk-up crowd." With state employees and blue collar wages/salaries generally staying flat year-over-year while living expenses Food, utilities, etc increase we take a backseat.

I think if we were to perform a study on the demographics of our fanbase and their household incomes we could better position ourselves to bring our product and gameday experience more within reach econimically and our fanbase attendance would increase.

[T-Dog]

The promotions department has zeroed in on trying to get kids involved with the Junior Mountaineer Kids Club and thus getting the adults to pay full-price for their tickets. So I think they've looked at demographics and decided that's the way to go. However I feel like it's not the right plan. It's a nice thing to do, but the lengths they've gone with it don't justify the means IMO.

I'm under the belief that the students are the high tide that raises all ships. If you have an energetic and loud student section for football and basketball, it'll bring in everyone else. I feel that the students have been neglected over the last two years and there's a lot of jaded minds on campus. They might not buy concessions or merch like the families, but they bring an energy and create an environment that you can't duplicate. And in the end, if you're an App fan and see the students care so much, it'll draw people in regardless of age and income level.