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WAC LEVERAGES FAN RESEARCH FOR MARKETING INITIATIVES November 13, 2008

Englewood, CO. - During the 2007-2008 academic year, the Western Athletic Conference commissioned Rojo Research to perform fan data collection for each of its nine member institutions – Boise State, Fresno State, Hawai’i, Idaho, Louisiana Tech, Nevada, New Mexico State, San Jose State, and Utah State.

Although each university’s athletic department had the opportunity to customize their study, the WAC required a series of brand-related questions regarding fan perception of the conference’s strengths and weakness.

After analysis, the WAC concluded that 46% of football fans believed the conference’s greatest strength is its broadcast contract with ESPN. While the perception of the conference’s greatest weakness, also at 46%, was the lack of national recognition. “We were curious to see our fan’s perceptions both positive and negative of the WAC. We can now use this information moving forward as we market to our fans and the WAC audience.” remarks Megan Allen, WAC Director of Marketing.

Rojo Research interviewed over 6,000 WAC fan households to collect data regarding member schools’ ticket sales, marketing, promotions, media consumption, purchasing behavior, and corporate sponsorship sales growth.

Contact

Western Athletic Conference: Megan Allen, Director of Marketing, 303-962-4204, mallen@wac.org

Rojo Research - John Herron, CEO, 503-954-2747 john@rojoresarch.com

 

 

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