Digital Media and Marketing

Overview: You 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 assignment.

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.

Assignment Detail:
Use the Fighting Illini Athletics website and any other web or social media sites to aggregate the content below.

Deliverable 1: A target market profile (Word limit: 300)

Define the target market as precisely as possible (e.g., age, gender, location, income level).
Research the interests and preferences of your target market (e.g., lifestyle and hobbies).
Identify how the product benefits the target market and how the product currently performs to fulfill those factors. Consider competitors’ offerings to assess performance (e.g., who are the competitors, what can they offer your customer, what are their price points).
Aggregate this information to complete your target market profile.

Deliverable 2: A media user profile (Word limit: 300)

Use your target market profile to develop a media user profile.
Observe and analyze the Fighting Illini Facebook page and other social media presences to gain a better understanding of fans’ profiles and interests, and learn how they interact with the Fighting Illini on Facebook.
Identify the types of media channels used and the frequency of use by your target market (e.g., what websites/apps do they visit, what blogs do they read, what type of information do they search).
Determine the channels that are most likely to reach your target market and the tactics that are most likely to lead to purchase intention/action.
Aggregate this information to complete your media user profile.

Last Completed Projects