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FOX SPORTS UNIVERSITY, UNIVERSITY PARK
LEGACY RELATIONS
To: Professor Nichols
From: Kalina Kral
CC: Katie Kennedy, Abigail Ventosa
Client Initiatives
• To drive positive brand recognition for Fox Sports Network and FS1 throughout the 2018-
2019 Big Ten College Basketball Season by October 2019.
• To increase viewership on Fox Sports Network and FS1 by millennials ages 18-34 by
October 2019.
Target Audience
High Involvement in
Sports
Moderate
Involvement in Sports
Low Involvement in
Sports
Men (18-24)
Men (24-32)
Women (18-24)
Data Initiatives
• Primary platform for collecting information about sports, watching live sports broadcast,
and sharing fan/content experience.
• Involvement with the digital sports sphere vs. television confinement
• Familiarity with the new Fox platforms; Fox Sports Network, FS1, FS2
• Demographics and Psychographics: Lifestyle, brand recognition, community engagement
• Understand target consumer & generate business decisions based on real-time patterns and
behaviors
• Event Marketing Interest – What events would our target audience be interested in?
o National / International Marketing Stunts
2
• Measurable Objectives: Knowledge, Predisposition, Attitudes, Behavior
• Statistics: Television viewership vs. Online viewership
o Spreads: Age group, geographic scope, percentage spikes, alternative sports,
alternative networks
• Observational Data: Arena engagement vs. Home engagement
o Fan Behavior
• Partnerships / Fox Affiliations
• Political Involvement
• Competitive Research: ESPN, CBS, NBC, Comcast Sports Net, BTN
• In-game assets: Bumps, Halftime, Graphics, Ticker, Mobile App, Live Stream, Fan Strategy
o Off-Air Promotions / Sweepstakes
• Social Media Analytics: Twitter, Instagram, Facebook
• Crossover Strategy*
• Compensation / Budget
• Outside Sources / Influencers
• Fox Sports Network Personality: Broadcast, Radio, In-House Creative
• Regional Network Data
• Previous Viewership
• Single-game interest vs. Tournaments & Seasonal Interest
• Mobile App Initiative: Using Fox Sports assets to tell a bigger story about Big Ten
Basketball on FS1 / Digital Strategy to make millennial stop their scroll**
o Competitive Research: (Temporary List)
▪ Teamster, Paranoid Fan, Fanatic, Fannect
Research Methods:
• Case Studies: Fox Sports Network, Fox Networks Group, Competing Networks
• Focus Groups: Uncover motives, community engagement, sports involvement, mobile
adaptability, memorable sports-related content and/or events, network affiliation
• Interviews:
o Personal Interviews – Highly qualified research candidates
o Students, Student Athletes, Faculty, Local Sports Fans, Regional Sports Fans
o Coaching Staff – Primanti Brothers Coaches’ Night
• Observational Research: Fan engagement; Arena Engagement vs. Home Engagement
o Local / Regional Sports Bars
• Content Analysis
• Survey Analysis
Key Research Objectives:
• Prioritize target publics based on key qualities, traits, psychographics and demographics
• Collect strategic information from individuals (High Involvement → Low Involvement) in
order to determine how we can create a crossover in the media.
• Recruiting Subjects: Information Booths, “Snowball Effect,” Local/Regional
Conversation, User-generated content, Penn State community, obtainable student-based
audiences
Research Tools / Distribution:
• Marketing Material (“Swag”)
