"Red Riot" : non-profit organization marketing supporting NIU Men's Basketball
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Northern Illinois University consistently has difficulty with student attendance at athletic events. In response to this, several student groups have been formed in the University's history in an attempt to increase student awareness, support, and attendance at events. Unfortunately, these attempts have failed in the past. This project provided a solid foundation for the new student fan organization, "Red Riot." The marketing strategies used were based upon research into the success and failure of other fan organizations, athletic traditions, and sport marketing theories while considering the differences NIU faces versus the majority of athletic organizations, specifically the location outside a major metropolitan area and its "suitcase campus" student body. Because ofthese traits, the majority ofNIU students need additional motivation to bring them to an athletic event. While NIU has a few fans who attend as "supporters" and "appreciators," the majority of attendees are "socialites." Thus, to appeal to these students, high levels of interaction, in-game promotions, and an environment that promotes a fun, social atmosphere is necessary.