Rochester Knighthawks experiment with meta-marketing
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Step one in marketing to college students: get college students to write your marketing plan. Rochester Knighthawks, you are brilliant.
The Rochester Lax Cup: a four team local college outdoor lacrosse competition. In-season Junior Hawks youth clinics. A club membership card for merchandise. Shuttle buses. Any of this stuff sound good to you? Thank Allan Pogroszewski’s Sports Marketing and Promotions class at St. John Fisher College.
The class was split into seven groups and instructed to come up with a marketing plan for bringing in college students to Knighthawks games. The students behind the top proposals will earn the label of unofficial advisers to the team’s marketing department.
“Forty percent of them were sort of new ideas,” said Rochester team president Lewis Staats. “They might have been an inkling in someone’s mind, but were never brought to the table in any way that mapped out and said that this is a good idea. So it was great that way. It was new ideas and new concepts coming in.” And now the team can put a hold on that big order of FREE BEER signs.
Ward began covering lacrosse for The Lacrosse Journal in 2005 and became its editor-in-chief a year later. Email her at lauren.ward@nllinsider.com.Rate This Story:
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