Marketing to Millennials Midterm progress report

The Project

  • Phenomenological (qualitative) study to determine the causes of decreased millennial attendance at Greenville Drive baseball games over the past year.
  • Social Media - (Facebook & Twitter)
  • Surveying millenials (18-34)

Step 1: Meet with the Drive

  1. Went to Flour Field
  2. Obtained Email list of past Dollar Drink Night participants
  3. Discussed project priorities (Finding the motives behind decreased millennial attendance)
  4. Ran through ideas and available research

Survey

  • Needed to determine why millennials are no longer choosing to attend the Dollar Drink Night on Thursdays
  • How are they hearing about the promotion?
  • What other events are they attending on Thursdays prior to the game or instead?
  • Convenience of getting to games
  • Overall experience
A brief look at what the one-page survey looks like. The full survey can be found here:

https://www.surveymonkey.com/r/Z3HVCMH

Social Media

  • Analyzing current promotional material used on social media
  • How can the Drive improve?

IRB Approval

  • IRB Approval was granted on March 6th, 2017
  • Preparatory work had been completed prior to approval
  • Survey questions and communications components approved by both the Drive and IRB
  • Survey was generated on Survey Monkey and sent out to 5073 members of a list provided by the Drive (Members previously purchased a ticket on a Thursday promotion night)

Moving Forward

  • Wait for survey responses to come in
  • Analyze current social media posts on promotions once the season approaches
  • Obtain social media analytics from the Drive to analyze further
  • Continue to research Millennial habits and how it affects baseball attendance

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