University of Virginia v. Virginia Tech University
2009 NCAA Women's Basketball Pack the House Challenge
Marketing Plan
DATE MEDIUM
October, 2008 Community Initiative
December, 2008 Campus Initiative
December, 2008 Community Initiative
January, 2009 Community Initiative
January, 2009 Community Initiative
February
DATE MEDIUM
Week of Feb. 2
NBC - Charlottesville (10 spots on Primetime rotation, 11pm News) TV
CBS - Charlottesville (10 spots on 11pm News & Sports Programming) TV
ABC - Charlottesville (5 spots on 11pm News, PT Rotation) TV
CVille Radio Group (WINA, WQMZ, WWWV, WVAX) 40 spots Radio
Thursday, Feb. 5
Hoo Vision & Radio Drop (WBB vs. Duke) Radio
TV-Cavalier Weekend Preview TV
Albemarle Family Email Newsletter Email
Friday, Feb. 6
Daily Progress Strip Ad Print
PacMail Women's Basketball E-Mail (Tech) Email
Saturday, Feb. 7
5x2 Front Page Ad (Daily Progress) Print
NOTES
Nearly 5,000 book covers were distributed to area public schools grades 4-8. These
book covers featured a full season calendar and removable coupons that could be
redeemed for discounted admission at the women's basketball game vs. Virginia Tech.
All employees of the University of Virginia Health System were invited to the game.
Employees of the Health System can receive complimentary tickets to the game,
courtesy of the University of Virginia Health System, by showing their ID cards at
window #1 of the John Paul Jones Arena.
The game was called Scout Day and an electronic flyer was sent to all Boy Scouts and
Girl Scouts in the area to attend the game. All Scouts were invited after the game to
participate in an autograph session with the Cavaliers.
This game was also to celebrate National Girls and Women in Sports Day. Area girls
youth teams received flyers promoting the game and the recognition of Barbara Kelly, a
very influental women's athletics adminstrator at the University of Virginia and in the
ACC.
Virginia Orange and Blue business partners were offered discounted admission for
themselves and their employees. This offer was redeemed via an online promotional
code.
NOTES
Direct mail to 30,000 family subscribers
Front page of sports section
Direct mail to over 40,000 fans
Front page of sports section