UO Sports Management
After graduating from BYU, I got my dream job with the University of Oregon! As the Assistant Director of Marketing- promotions and fan experience, I have been pushed out of my comfort zone and expanded the possibilities of the UO athletic department by bringing in a new perspective. I am the head of marketing for Baseball, Volleyball, and Beach volleyball.
Brews and Baseball
What’s better than a baseball game and beer in your hand? I created the first-ever Oregon Brews and Baseball Night! This event was a raging success as fans could prepurchase online and purchase on sight a sample package. Sample packages included a wristband showing proof of having been ID’d, four 3-ounce beer samples from tabling vendors, one hot dog, and a customer brews and baseball pint glass.
The planning for this event was intense as we had to ensure we marketed correctly around college students, maintained the Oregon image around alcohol, and created a positive experience for our three alcohol sponsors who donated all sampling products.
Marketing for this event included lots of emails and social media posts reaching over 60K, promoting at the series leading up to the game, and leaving fliers and posters all around town at local restaurants and bars.
Our three sponsors of the game were Coors Light, Hop Valley, and Dos Equis. Each tabled in foul territory with yard games, giveaway items, music, and more- creating a tailgate vibe where people could still watch the game and enjoy their beer experience. Fans who had purchased the sample package could redeem their sample tickets at any of the three booths for a product of their choice. Which, in return, helped our sponsors reach new clientele and sell new products. (all sample products were for sale in full size around PK Park)
Sample packages were priced at only $5. Add-ons sold (which included Ticket Holders, add-ons or on-site purchasers) were 283, $1,415 in revenue. Packages sold (via our promo code) was 169, $845 in revenue. This totals $2,260 of revenue. Next year I plan to include more in the sample package and raise the price.
2023 Super Regionals
For the first time since 2012, Oregon Baseball went all the way to Super Regionals! And we were lucky enough to host!
I wanted to ensure that we utilized this opportunity to grow our fan base! For each day of the three-game series, a fan fest was held outside PK Park! A countdown to the game and the actual game was broadcasted on the back of the Autzen video board. New promotions were utilized for each game of the series, wireless cams were present that allowed us to do live shots of the fans and interactive cams, and a DJ was brought in to play pregame and ingame. I did everything we could that was allowed by the NCAA rule book to maximize the energy and assist our team. I was the main point of contact for all marketing-related things with the NCAA; consistent communications and meetings were held in the days leading up to the series. Onsite officials were constantly requesting to speak with me to make certain I created a fair and neutral playing ground.
This game was the first Oregon Baseball sellout in ten years! After the approval to put bleachers in the outfield so that more tickets could be sold, over 500 people squeezed into all corners of the concourse to stand and watch the game, and more were waiting at the gates hoping to get in.
Community Engagement
Oregon Baseball’s biggest goal for marketing in the 2023 season was getting more people in the stands for each individual game. I felt that the best way to achieve this was through community engagement. What this meant was taking different players from the team out into the community each week to build relationships with individuals. This, in return, would form a connection that grew the desire for more fans to come to our games.
After coordinating with local businesses, retirement homes, and schools- I created monthly calendars outlining the community engagement scheduled. I worked with the baseball director of operations on the needs of each outing and what our goals were- for example, getting the residents at the retirement homes to our “Walk Down Memory Lane” game and the children at schools to the “Little League” game.
We receive amazing feedback from the community! Everyone loved having the UO players out and interacting with them. As a result, this helped get people to our ticketing website and, even better, in contact with our ticketing office to purchase group deals!
Community engagement will be an ongoing element in the baseball program. You will not just see the players in season but around town at all times of the year trying to build those relationships!
Greek Night
My main goal for this game was to restructure the UO Baseball Greek Night and make it an event that students looked forward to every year! We started marketing the game three weeks before the event. We had emails and text messages going out constantly to UO Greek Life and the heads of all chapters. Fliers and posters were hung all over campus, in dorms, and at each chapter's house. Additionally, we got the flier for the game posted on all major social media accounts: GoDucks, Pitcrew, UObarstool, etc. In the week leading up to the game, the team was constantly on campus tabling and handing out candy/fliers to raise awareness about the game. By game day, Greek Night was the talk of the town! Everyone planned on being there!
(Sadly, 3 hours before first pitch, the game had to be postponed due to weather. We reschedule Greek Night for the Saturday game of the series (the next day). From the moment I heard about the reschedule, I had everyone in motion to get word out about the new date and time of the Greek Night)
The new and improved Greek night Was the highest student claim in Oregon baseball history – the previous high was 711 and we had a total of 1,493 claims for that OSU game that ultimately ended up getting moved.
Students claimed 1256 to Saturdays game
Sunday (Originally Thursday for the Student Tailgate) students claimed 1,418
The Greek Night in-game experience was all about the students! This included giveaways, contests, tailgating, raffles, and the celebration of national burrito day! Other Greek Life elements were a first pitch thrown by the head of a sorority and a fraternity, an anthem sung by a sorority member, in-between-inning promotions that had Greek chapter battling, a chapter attendance contest to win a pizza party with the baseball team, music that tailored to the students, and so much more! Even though the themed game had to be moved last minute, it was still a huge success; we received tons of positive feedback from the students.
Bark in the Park
Bark in the Park is my new favorite day! At Oregon Baseball, we select one game every season where fans can bring their dogs to the game. Each owner must purchase a ticket for their dog, sign a waiver, and present the records proving their pet is up to date on vaccines. At our 2023 Bark in the Park, we had 60+ dogs present, resulting in over $600 in just ticket revenue.
My interns and I worked hard to advertise and ensure everyone knew about the game. This included leaving posters and fliers at all local dog parks, grooming businesses, pet stores, and vet clinics. Additionally, many social media posts were made, and emails were sent out to all oregon fans and staff.
The game was filled with dog music, concourse activities, doggy treats, dog promotions, and a dog-gone good time! From our playball kid being a dog barking on command to the first pitch being caught by a dog, everything was dog-ified. Each dog got to go home with an Oregon goodie bag containing treats, an Oregon bandana, and an Oregon-branded water bowl! An adoption agency was present at the game, resulting in three dogs being adopted right there at the game! We also invited and featured the UO campus bomb dog Thor and the Oregon Search and Rescue dog team. Since the players were focused on the game and couldn’t bring their dogs, we included them by creating unique player cards for each player and coach with their dog, as seen below!
Senior Stroll
During preseason Moda Health, one of our sponsors, came to us wanting to sponsor a special game that would be tailed to their clientele- the older generations. They gave me creative liberty, and that is when I came up with "Senior Stroll, take a walk down memory lane."
All around the concourse were pictures and posters presenting big moments in Oregon Baseball history. Our four significant spots on the concourse had TVs with videos of those iconic moments in history and information on who those players were.
In preparation for this game, baseball's community engagement was tailored to Moda Health's fan base. We went to multiple retirement homes playing games and invited everyone out to the Senior Stroll game (more information can be found about this above in the community engagement video)
When entering PK Park, every fan was given a map of where they could find everything in the Senior Stroll. Throughout the game, we got very positive feedback as everyone walked the concourse and learned more about the team they loved so much. Additionally, Moda Health was tabling at the game and had lots of fun giveaways that helped them interact with the crowd!
2023 Goals
Preseason the coach's game with the goal of increasing season ticket holders. My goal was to get back up to 515 season ticket holders- the number we had in 2021. Between 2021 and 2022, there was a significant drop in the number of sea ticket holders.
In July, during preseason, we met our goal! With more time until the season started, I set another goal, and that was to break the season ticket record. I put all my time, energy, and most of my budget into achieving this goal. We broke this goal that August by over 100! To accomplish these goals, I did the following:
Lots of community engagement: taking the team all around town for meet and greets, dropping off posters and schedule magnets, hosting a preseason Halloween events at the arena, and so much more
Created 2 different postcards that had a message from Head Coach Ulmer and his signature
Sent one version of the postcard to 176 locals who were STH in the past but had not purchased for the 2023 season
Sent the second version of the postcard to 76 fans who were the single-game fans that fell in the 20% conversion rate
I made a deal with Coach Ulmer that if we broke the season ticket holder record, then he would sing the national anthem at senior night
Advertised clips of him announcing this deal on the Duck Insider (the Oregon Athletics radio show)
When we broke the record, we took Coach out onto campus to do carpool karaoke and announced he would be singing the national anthem at senior night
Sent emails out to season ticket holders of other UO Women’s sports encouraging them to come support Volleyball and other female programs.
Ran many radio ad ran to our target audience of elderly people
After home opener we posted and emailed out hype video saying you won't want to miss out on this atmosphere, get your tickets now.
In an effort to improve the season ticket holder experience and increase retainment, we sent out a video of Coach Ulmer thanking everyone for getting season tickets.
And more!
New Fan Experience Elements
While most of my time was focused on season ticket holders, I wanted to ensure the game day experience was not growing stale. I implemented three new gameday elements to help the fans engage with the team!
Color Schedule
The Oregon Volleyball fan base is an awesome, supportive one, and I felt there was a way to unite them even more and help them feel connected to the team. As a result, during the preseason, I sat down with the coaches, and we planned out what the team would wear the entire season and how the fans would match the uniforms. We pushed hard with emails, PA reads, graphics everywhere, fliers, and more. This campaign was a huge success. The fans loved it, and the team has requested that this be made a tradition.
Anthem Buddies
We worked hard to get anthem buddies at nearly every game! Anthem buddies entailed a youth team joining the team for their pregame warm-up, national anthem, and introductions. Each team got shoutouts on the video board, signed team gear, and memorable experiences with athletes the kids looked up to.
Warm-up song of the game
Every game, pregame, we played a video when the team ran onto the court for their final warm-up. The video entailed several players introducing themselves and what they picked for their warm-up song of the game and then dancing to the song. Incorporating this element helped the fans get to know the team and learn the players' personalities. Additionally, it allowed the fans to get into the music and excited for the game to start.
2023 Football
Coming Soon!
Additional UO Sports
Working in the athletics department means we are all on the same team with the same goals! That means I step up and help with other sports when needed. In the past year, the Director of Marketing and Assistant Athletics Director of Marketing took a job offer at another school and in the MLB. This left our department with lots of holes. At this time, I took over Womens basketball and started co-directing the marketing internship. While this time was stressful, it pushed me to my full potential and pushed me to be the best worker I could be!
One of my favorite things I got to do during this time was execute more creative ideas I had! This led to a Taylor Swift Women's Baseball night! I used the Taylor Swift WBB game to remind myself why I got into this industry- creatively and seeing the reaction on the fan's faces! Additionally, I let several interns oversee the planning of this game. I spent the time training them, teaching them about all aspects of marketing and running a game, and what experiential touchpoints to look for. I do not consider myself a “Swiftie” but this game is one of my favorites I have had while at Oregon!
Adobe Projects
There is always more that goes into putting on an event than what a picture or simple paragraph can tell you. I would love to answer any questions or explain in greater depth the work I have done and the experience I have in the industry!
If you would like to learn more, please reach out through email or click here
