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- All Subjects: sports marketing
- Creators: Eaton, John
Description
As the poverty level increases in Arizona, so does the opportunity gap between high- income and low-income students. We believe that all youth regardless of their zip code, the color of their skin, or their family background should see themselves as leaders and scholars in the community. Access to higher education, quite simply should be attainable for all students. The New American University charter that ASU has adopted is inspiring and groundbreaking. We believe this charter underscores the significance of equal access to education. The REACH program embraces the urgency of educational inequity, by enhancing the potential success of high school teenagers, who attend the Boys & Girls Club \u2014 Ladmo Branch in Tempe, Arizona. REACH empowers youth to develop stronger leadership skills, while becoming more involved in their community. We provide an opportunity for these teens to engage in leadership discussions, receive college mentoring/tutoring, and connect with the community and resources that Arizona State University (ASU) has to offer. It is our hope that every REACH teen is inspired to apply for college. REACH strives to provide any support the teens require to be successful throughout the college testing and admission process. REACH works with multiple communities at Arizona State University including the Pat Tillman Scholars, Devils' Advocates, Honors Devils, Changemaker Central, Barrett, The Honors College and W. P. Carey School of Business to organize and lead a group of teens through a remarkable curriculum that will shape the way they view cultural diversity, educational achievement, and leadership. The weekly meetings consist of discussions, creative team-building, critical thinking exercises, and cultural awareness experiences. Demonstrating to the teens, administrators, volunteers, mentors, and tutors the rich culture that Tempe has to offer and the skills and experience that they have to offer their community as well. In this thesis will we present our work developing and implementing the REACH program at the Ladmo Branch of the Tempe Boys and Girls Club from the Spring of 2013 through the Spring of 2015. We will describe the structure of REACH, our weekly leadership curriculum, our assessment and evaluation method, and the supplemental programs that we instituted (i.e., tutoring and mentoring). We will reflect on our successes and the challenges that we faced over the span of three years. We will conclude our thesis with a critical analysis of the program as a whole in order to provide advice for others who want to create and engage in a sustainable, student lead, community action organization.
ContributorsBurba, Monica (Co-author) / Smith, Jenna (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Politics and Global Studies (Contributor) / School of Sustainability (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / School of International Letters and Cultures (Contributor)
Created2015-05
Description
The following thesis contains a case study analysis of The Lowell Spinners' Canaligator Kids Club in order to explore why kids clubs are important in the market development and revenue growth in sports. It discusses what this particular kids club had as a model, applies several marketing techniques in a redesigned program, discusses the results of that change, and recommends some future practices going forward. The service marketing and consumer marketing principles applied to the program include rewards incentives, personalized marketing, the impact of face-to-face interaction, social influence, and the marketing funnel. The application of these principles, particularly the rewards program, resulted in an increase of 400% of new members and a 31.17% active participant rate, which serves as a good starting base to use to measure engagement of members in future years.
ContributorsSpringford, Kayla Catherine (Author) / Eaton, John (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2015-05
Description
A fun, interactive, and practical motivational speaking package designed to inspire and encourage high school and college students, as well as young adults, to achieve success and discover their leadership potential. Using secrets learned from starting my own business, Board Blazers LED Underglow Skateboard Lighting, and performing as Drum Major of the 400+ member ASU Sun Devil Marching Band, I share tips and tricks that can be applied in everyday life. Topics include surviving in difficult leadership situations unique to young leaders, celebrity confidence secrets, and creating infectious enthusiasm while working on a team.
ContributorsRudolph, Gregory James (Author) / Eaton, John (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
This honors project was born out of a desire to understand individuals who abandoned political glory in favor of serving other leaders. I wanted to study and know who can go head-to-head with \u2014 and command the respect of \u2014 the U.S. President on a daily basis. I limited my search to friends of the presidents who held powerful positions: I identified Harry Hopkins, Robert McNamara, and Condoleezza Rice. This thesis is broken into the following sections. To begin, we follow each official in their rise to prominence and discover how they captured the attention of their respective presidents. Next, we delve into their relationships with the Oval Office -- what is similar or different about each of their connections with the presidents. The bulk of the work focuses on pivotal moments in our country's history \u2014 events that shaped the United States of today. Specifically, we look at the New Deal, World War II, the Cuban Missile Crisis, the Vietnam War, the Middle East, and nuclear weapons proliferation. Then, we dissect similarities and differences between their relationships with their presidents, and wrap up with some takeaways about how one could go about becoming a presidential advisor. Their distinctive styles can be grouped into doers or planners. Hopkins and McNamara were proud and self-proclaimed doers. Rice stands alone as a fantastic planner. If one seeks to emulate any of these three, there are three things to commit to. First, skills both matter and don't matter. Second, there are two paths to getting presidential attention and becoming close enough for them to seek one out for advice. The first is to understand which wheels need greasing, and grease them. The other is to have a potential solution to an unsolved problem -- that is powerful. Be great, a maverick, and public, or look to create your own role from scratch and hope that you are an expert when a time of great need comes. Third, once you are friends with and have the political ear of the president, know that loyalty is the only thing that truly matters. This thesis is an attempt to better understand leadership through the lens of powerful followers. This project strives to inform the reader of the context within which these actors played, the actions that they took, and the consequences that were incurred, all while being personally close to the most powerful position on the planet. I have tried to give context and understanding for pivotal moments in American history while shining a spotlight on a few underappreciated historical actors.
ContributorsAnhoury, Mitchell Alden (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The landscape of professional sporting venues within the United States is changing. From 1990-2018, within the four main American professional sports leagues, 20 new NHL arenas, 24 new NBA arenas, 22 new NFL stadiums, and 26 new MLB stadiums were built. As the industry morphs, a handful of new initiatives are being worked into the construct of these venues including increased commercial areas for shopping and restaurants and sharing of the venues between two organizations in an attempt to increase the overall utilization of the spaces. Additionally, in Detroit, San Francisco and Atlanta, where new stadiums and arenas were just recently introduced, the municipalities are using the venues to catalyze further growth and development within the city. However, these trends, while innovative, are tethered to high prices.
This thesis seeks to analyze the changes in how current stadiums are being funded, the public’s reaction to and perception of those financing plans and what the future might hold. Research showed that tax dollars are increasingly unpopular and teams are moving away from using public money to fund sports venues. Gathered for this report, survey data of 815 Arizona State University students supported anecdotal evidence that people within a community are relatively unhappy with the idea of their money being used to partially subsidize wealthy sports organizations’ infrastructure. Altogether, recent evidence suggests that multi-use facilities funded in majority by private wealth are more popular and generate greater economic impact for the municipality than earlier in history, when heavily subsidized venues allowed teams to take advantage of local government and created fan mistrust.
This thesis seeks to analyze the changes in how current stadiums are being funded, the public’s reaction to and perception of those financing plans and what the future might hold. Research showed that tax dollars are increasingly unpopular and teams are moving away from using public money to fund sports venues. Gathered for this report, survey data of 815 Arizona State University students supported anecdotal evidence that people within a community are relatively unhappy with the idea of their money being used to partially subsidize wealthy sports organizations’ infrastructure. Altogether, recent evidence suggests that multi-use facilities funded in majority by private wealth are more popular and generate greater economic impact for the municipality than earlier in history, when heavily subsidized venues allowed teams to take advantage of local government and created fan mistrust.
ContributorsKleen, Brendon (Co-author) / Cwiakala, Alec (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Social media has grown into one of the most popular tools in the marketing industry. As social media continues to evolve, it allows for even greater transparency, communication, and relationships among users and businesses. There is no doubting that social media is an effective way to foster brand loyalty and a community of brand advocates, however successful social media marketing requires a depth of knowledge, understanding of the market, and an established strategy. Social media has been extremely effective in sports business as it allows organizations to create a community for their fans where they can find real-time news, promotions, content, and information about their favorite teams. As an intern for the New York Mets tasked with covering the Arizona Fall League, my experience provided first-hand insight into the use of social media in the MLB. Through an analysis of the New York Mets social media strategy, this thesis discusses the effectiveness of social media as a marketing strategy, best practices, and current trends to provide a well-rounded analysis of the successful implementation of this tool.
ContributorsSherry, Jacqueline Faye (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor)
Created2016-12
Description
My thesis is designed to provide information about the spending habits and return on investment of
certain fan segmentations of Phoenix valley residents, at the WM Open. In 2012, Professor Michael
Mokwa, Professor John Eaton, and Professor Bradley Fay of the Department of Marketing at Arizona
State University’s W.P. Carey School of Business, conducted an Economic Impact Study and a Study
regarding Attendance at the Waste Management Phoenix Open. It was a joint research study with the
ASU W.P. Carey School of Business and the Center for Competitiveness and Prosperity Research, and
the studies were designed to 1) demonstrate the overall economic impact of the tournament on the
Phoenix area, and 2) identify the specific market segments and audience of the Waste Management
Phoenix Open. I used this study as base research to conduct further analysis of the fan segmentation of the
Waste Management Open. I completed two projects: an ‘Initial Project’, and a ‘Secondary Project’, which
analyzed different aspects of fan groups and average fan spending figures.
***
The goal of this report is to draw upon the fan clusters (outlined in the initial report) to further
characterize the six unique groups of Phoenix valley residents, calculate out how much revenue each fan
group is responsible for generating, and link the potential return on the investment of WM Open
advertising. This study added the average spending figures (collected by the ASU 2012 Economic impact
study (Mokwa, Eaton, Fay 2012)) and habits to the established market segments. With further analysis, it
was possible to link the advertisement efforts and determine if the current advertising and marketing
strategy fits the different fan segments that attended the tournament. The analysis includes the average
spending of each fan segmentation, critique of the current marketing and advertising efforts, and an
overall study of the WMPO marketing model using the 2016 Advertising and Marketing report along with
sales figures from Communication Links.
certain fan segmentations of Phoenix valley residents, at the WM Open. In 2012, Professor Michael
Mokwa, Professor John Eaton, and Professor Bradley Fay of the Department of Marketing at Arizona
State University’s W.P. Carey School of Business, conducted an Economic Impact Study and a Study
regarding Attendance at the Waste Management Phoenix Open. It was a joint research study with the
ASU W.P. Carey School of Business and the Center for Competitiveness and Prosperity Research, and
the studies were designed to 1) demonstrate the overall economic impact of the tournament on the
Phoenix area, and 2) identify the specific market segments and audience of the Waste Management
Phoenix Open. I used this study as base research to conduct further analysis of the fan segmentation of the
Waste Management Open. I completed two projects: an ‘Initial Project’, and a ‘Secondary Project’, which
analyzed different aspects of fan groups and average fan spending figures.
***
The goal of this report is to draw upon the fan clusters (outlined in the initial report) to further
characterize the six unique groups of Phoenix valley residents, calculate out how much revenue each fan
group is responsible for generating, and link the potential return on the investment of WM Open
advertising. This study added the average spending figures (collected by the ASU 2012 Economic impact
study (Mokwa, Eaton, Fay 2012)) and habits to the established market segments. With further analysis, it
was possible to link the advertisement efforts and determine if the current advertising and marketing
strategy fits the different fan segments that attended the tournament. The analysis includes the average
spending of each fan segmentation, critique of the current marketing and advertising efforts, and an
overall study of the WMPO marketing model using the 2016 Advertising and Marketing report along with
sales figures from Communication Links.
ContributorsRischitelli, Anna Catherine (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Abstract
Throughout my paper, I will discuss a few individuals from two different marketing industries, print and digital media, who chose to market themselves as ‘bossy’; people who gained momentum from a stand still by asserting themselves into seemingly untouchable opportunities, including RJ Orr, VP of Sales at bluemedia inc, and Jeff Herzog, Founder and CEO of ZOG Digital Media and Founder and former CEO of iCrossing. Through my study of these individuals, I will identify several leadership
qualities that have aided them in their journeys to success, and then discuss the ways I have started to incorporate the characteristics into my own life as I begin my own career path.I will demonstrate that momentum in the marketing world is gained not by being in the right place at the right time, instead, it is ga ined by ensuring you are in the right place, and by making it the right time. Effective leaders in marketing must forge new opportunities for themselves while committing to the things that they are passionate about. They must remain teachable and steer clear of being a prisoner of their own experiences through comfort with status quo. Service and initiative are critical keys to upward mobility, and leaders must harness the ability to connect with the people they
work with and understand that sometimes their “right way” might not be the only right way. In order to reach the optimum level of innovation, the company will always need to be reaching forward, moving its feet, and racing towards success through creating opportunities from places that seem inopportune.
Throughout my paper, I will discuss a few individuals from two different marketing industries, print and digital media, who chose to market themselves as ‘bossy’; people who gained momentum from a stand still by asserting themselves into seemingly untouchable opportunities, including RJ Orr, VP of Sales at bluemedia inc, and Jeff Herzog, Founder and CEO of ZOG Digital Media and Founder and former CEO of iCrossing. Through my study of these individuals, I will identify several leadership
qualities that have aided them in their journeys to success, and then discuss the ways I have started to incorporate the characteristics into my own life as I begin my own career path.I will demonstrate that momentum in the marketing world is gained not by being in the right place at the right time, instead, it is ga ined by ensuring you are in the right place, and by making it the right time. Effective leaders in marketing must forge new opportunities for themselves while committing to the things that they are passionate about. They must remain teachable and steer clear of being a prisoner of their own experiences through comfort with status quo. Service and initiative are critical keys to upward mobility, and leaders must harness the ability to connect with the people they
work with and understand that sometimes their “right way” might not be the only right way. In order to reach the optimum level of innovation, the company will always need to be reaching forward, moving its feet, and racing towards success through creating opportunities from places that seem inopportune.
ContributorsSwift, Abigail (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor)
Created2016-12
Description
This thesis is a marketing plan for a theoretical, potential expansion franchise that would be in San Antonio, Texas and be a part of the National Football League (NFL). There were five topics of marketing features which assist in planning an expansion franchise joining a professional sports league I wanted to cover: competitive analysis, customer analysis, target market identification, external environment, and SWOT analysis. In relation to the five topics, I was able to construct a Qualtrics Survey from a few hundred business students from the W.P. Carey School of Business at Arizona State University. This was necessary to determine demographics and collect data on what a random group would think of the five topics I chose in relation to an expansion team and the effects the expansion team could theoretically have in correspondence with all factors of a professional sports franchise. In conclusion, I was able to determine San Antonio would be able to sustain and have a NFL franchise whenever the time would be right to do so.
ContributorsYudis, Gabriel (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Department of Marketing (Contributor)
Created2023-05
ContributorsYudis, Gabriel (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Department of Marketing (Contributor)
Created2023-05