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SPONSORSHIP CASE STUDY: CAMERON STATE BANK & McNEESE STATE UNIVERSITY
BANK CUSTOMERS EXCEPTIONALLY LOYAL TO COWBOYS

FOR IMMEDIATE RELEASE:May 24, 2011

Lake Charles, LA – McNeese State University Athletics was facing a potential concern regarding its largest sponsor, Cameron State Bank. As the bank is in the final few years of its 10-year, $1 million sponsorship, it has been sold to Iberia Bank.

While McNeese State has enjoyed a solid relationship with Cameron State Bank, and knows the bank believes the long-term sponsorship has delivered a substantial ROI, the concern Iberia Bank might not share the same opinion.

“McNeese has truly enjoyed its relationship with Cameron State Bank, but we did not want to take any chances. We want to demonstrate to Iberia Bank that partnering with Cowboys and Cowgirl athletics is a tremendously beneficial marketing investment.” comments Tommy McClelland, Director of Athletics.

McNeese State commissioned Rojo Research to devise a brand awareness study that would disclose the effectiveness of the marketing partnership from both McNeese State fans and Cameron State Bank customers.

Of the 993 respondents to the study, 609 are McNeese fans and 876 are Cameron State Bank customers. Since such a representative sample of the two target audiences, a true understanding of the partnerships’ value can be ascertained. The results were startling:

Aware Cameron State Bank is a sponsor of McNeese State Athletics:

  • 95.9% of McNeese State fans
  • 93.8 % of Cameron State Bank customers
  • 93.4% of all respondents

    Cameron State Bank’s sponsorship of McNeese State positively influences your opinion about the bank:
  • 79.8% of McNeese State fans
  • 72.9% of Cameron State Bank customers
  • 74.1% of all respondents

    Cameron State Bank’s partnership with McNeese State would influence respondent to become a customer:
  • 57.3%of McNeese State fans
  • 47.9% of Cameron State Bank customers
  • 48.8% of all respondents

    Respondent is VERY APPRECIATIVE of Cameron State Bank’s support of McNeese State:
  • 71.6% of McNeese State fans
  • 61.9% of Cameron State Bank customers
  • 63.9% of all respondents

    Respondent is APPRECIATIVE of Cameron State Bank’s support of McNeese State:
  • 25.5% of McNeese State fans
  • 33.1% of Cameron State Bank customers
  • 31.8% of all respondents

    If Cameron State Bank stopped advertising with McNeese State, would that change respondent’s opinion of the bank?
  • 39.1% of McNeese State fans
  • 27.2% of Cameron State Bank customers
  • 29.8% of all respondents

    Respondent would consider switching to another bank to support a McNeese State sponsor:
  • 37.8% of McNeese State fans
  • 27.2% of Cameron State Bank customers
  • 29.9% of all respondents

    Considered switching to another bank, but stayed due to Cameron State Bank’s support of McNeese State:
  • 8.9% of McNeese State fans
  • 7.8% of Cameron State Bank customers
  • 6.9% of all respondents

    Switched to Cameron State Bank because the bank supports McNeese State:
  • 7.1% of McNeese State fans
  • 5.9% of Cameron State Bank customers
  • 5.2% of all respondents

Upon the results, McClelland was ecstatic. "We were hopeful the numbers would be favorable, but I am utterly amazed how responsive people are to Cameron State Bank’s marketing campaign with Cowboys and Cowgirl athletics. I am absolutely confident we’ll continue our long-term and mutually beneficial relationship with the bank.”

Cameron State Bank was equally as impressed. “Our contributions to McNeese State University athletics are directed toward being a good corporate citizen, but we are extremely pleased that so many of the McNeese fans, Cameron State Bank’s clients and the community in general recognize our relationship with McNeese University and the financial commitments that we have made to their athletic program.” said bank President, Roy Raftery.

Launched in September 2006, Rojo Research has quickly risen to one of the largest providers of audience research for NCAA member institutions and professional sports organizations with over 80 partners throughout the U.S. and Canada.

A few of Rojo’s collegiate clients include Army, Mississippi State, Texas Tech, Wright State, Cleveland State, Butler, Northern Iowa, Valpo, Bowling Green, Boise State, and Southern Illinois.

Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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