Thanks to our Judges!
An extra special thanks to Audible Design, an ad agency in Portland, for evaluating the Final Four round of our case study competition entries. Leaning on the expertise of industry veterans with a long track record of success to evaluate this round of entries was invaluable. Their feedback (read the post below for more) provides fantastic context for not only the four teams remaining in our competition, but also the students and teachers following along in their own classrooms.
Great stuff, thanks guys!
Championship Round Recap
After receiving over 100 entries for Sports Career Consulting’s inaugural “SportsBiz Madness” high school case study competition, we finally crown a champion…
The case we distributed for the championship round challenged students from an event marketing perspective. Teams were required to create an event (like a Tough Mudder or a “Superhero 5K”) and develop a marketing strategy to support the race. We were excited to see what our championship teams came up with and they did not disappoint!
Both submissions were very well done and we had a lot of fun reviewing each of them. We felt like there was a lot of thought and creativity put into each, and were impressed with the level of marketing fundamentals that were demonstrated with each submission. It is always a tough decision to decide on a winner, and the finalists certainly made it difficult to determine a champ…
Montgomery County HS (Missouri):
Leading off the competition, we dove into the proposal from the Madison Lakers (Montgomery County HS). Their concept of a Tough Mudder style obstacle race combined with an adult version that included “Minute-To-Win-It games” seems like it would provide a fun way to get people and families outside and enjoying all that K.C. has to offer.
We appreciated their approach to sponsorships by bringing in local restaurants (Chick-fil-A and Bryant’s BBQ) to feed participants, and identifying Under Armor as a primary sponsor feels like a natural fit. We also appreciated their effort to provide a wide range of activities for participants after the race to help drive more business to the local economy. Really forward thinking there.
Finally, we felt good about their social media strategy utilizing Snap, Insta and FB to help drive awareness and participation with the event (and kudos for putting together a promotional video!). Overall, really nice job with this case study.
Kent Career Technical Center (Michigan):
Next up was the Grand Rapids Sports Commission (Kent CTC) and their idea for a “Bass Dash 5k.” Like the Lakers, they created a race event with a unique twist. GRSC decided they would host a race that ran around the banks of Millenium Park lakes in the pattern of a fish. A participant’s GPS tracking device (or running/activity app) would display the shape of a fish as the race route when they crossed the finish line. Super clever, and an awesome way to bring visibility to the event’s primary sponsor (Cabela’s) while ramping up engagement levels by encourage participants to use their apps.
They also created the option of a “Bass Dash,” allowing contestants in that division to stop and fish for 10 minutes after every 1K of the race for a chance to win a host of other prizes, another great “themed” in-race activation for Cabela’s.
In addition, GRSC did a very nice job of bringing cause related benefits to the event in the way of encouraging disabled event participants to enjoy the fun of fishing with specially designed wheelchairs, pole holders, tackle boxes, etc. as well as providing several children the opportunity to attend an outdoor summer camp they would otherwise not be able to afford.
Team GRSC also provided a very strong social media campaign that leveraged all of their partners, influencers, with a very clear audience they would be targeting, as well as merchandise mock-ups for event branded apparel and accessories to help drive revenue. The inclusion of an ACTUAL, functioning website with all the event information was icing on the cake.
And the winner is…
As mentioned, both of these submissions were strong, smart and strategic and choosing the winner was not easy. Both teams are to be commended for putting their marketing hats on and thinking about how they could plan and organize a community event. Having said that, we felt one team managed to separate themselves with a little more creativity, attention to detail, and communication of marketing strategy. That team is GRSC and the Bass Dash 5K.
Congrats to Mr. Helferich and his students at Kent CTC for winning this year’s “SportsBiz Madness” Case Study Championship!