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FOR IMMEDIATE RELEASE:February 12, 2009

CANADIAN UNIVERSITY WILFRID LAURIER SECURES FAN RESEARCH
GOLDEN HAWKS FIRST UNIVERSITY IN CANADA TO LEVERAGE FAN RESEARCH FOR SPONSORSHIPS

Waterloo, ONT – In effort to aggressively pursue sponsorship and ticket sales revenue in a challenged economy, Wilfrid Laurier University's Department of Athletics and Recreation has chosen Rojo Research to perform a fan study to gain greater insight of their customers.

Rojo Research will capture data on fan demographics, purchasing plans, shopping behavior, game attendance trends, and event experience.

"Prospective sponsors want to see a return on their advertising and marketing investment to capture the university demographic to be brand loyal to their product or service" said Peter Baxter, Laurier's Director of Athletics and Recreation. "The research findings provided from Rojo allows us to customise sponsor programs tailored to enhance results for the company and ensures sponsor continuity."

"We are please to be selected by Wilfrid Laurier for this fan research project. The institution possesses a rich athletic tradition and a strong academic reputation, and Rojo looks forward to support the Golden Hawks in their marketing and sponsorship endeavors." remarks John Herron, CEO of Rojo Research. "Furthermore, we are very excited to work with our first Canadian university partner. Such an opportunity may open a new market for us."

Established in 1911 as the Waterloo Lutheran Seminary, the non-denomination school became a public university in 1973, and was renamed Wilfrid Laurier University after the 7th Prime Minister of Canada. Wilfrid Laurier University has an enrollment of more than 11,600 undergraduate and 700 graduate students. The university is consistently ranked among Canada's top schools. The 2008 MacLean's Magazine rated Wilfrid Laurier fifth overall of the 21 Canadian universities in its category, and the first in Ontario.

Wilfrid Laurier fields 22 varsity sports as a member of the Ontario University Athletics Conference with 17 competing within the national Canadian Interuniversity Sport body. Wilfrid Laurier's programs have won 10 national and 54 provincial championships.

Notable Wilfrid Laurier alumni include Lester Bowles Pearson, former Prime Minister of Canada; Bank of Montreal President & CEO Bill Downe; Canadian Ambassador to the United Nations Paul Heinbecker; Canadian Football Hall of Fame defensive back Paul Bennett; and TV actor Russell Johnson, best known for his role as "Professor" on Gilligan's Island.

Rojo Research specializes in audience research to assist college athletics programs and professional sports organizations increase corporate sponsorship revenues. Launched in September 2006, the company has quickly risen to one of the largest providers of audience research for NCAA member institutions with over 50 colleges. While Wilfrid Laurier is Rojo Research's first Canadian university partner, the company has preformed fan research for the 2007 CFL Grey Cup Champion Saskatchewan Roughriders.

Through phone and web-based methodology, Rojo Research captures over 400 data points, including demographics, purchasing trends, shopping habits and local media consumption. Rojo Research also offers local syndicated Spanish media research.

Contact:
Wilfrid Laurier University - Peter Baxter, Director of Athletics & Recreation, 519.884.0710 x 2216
Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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