"Ideas that Work" is a periodic feature developed for The NCAA News by the National Association of Collegiate Marketing Administrators. Individuals interested in contributing information may telephone Trip Durham of Elon University at 336/278-6708.

Greek Attendance Contest
High Point University
Chris Dudley,
athletics marketing and promotion

How to win: The fraternity and sorority with the highest percentage of its members attending men's and women's basketball games wins the grand prize.

Rules: Each organization member must present an ID card and sign in at the beginning of the game. To be eligible, the participant is required to arrive no later than 15 minutes after the listed start time of the game. At the end of the game, the participant must check out at the same location to get credit for attendance.

Bonus points: Bonus points are provided for place finishes for competitions conducted at the designated games. The competitions include the "Who's Got the Most Spirit Contest" (most spirit, most dressed in letters, most encouraging to the team), "Three-Point Shooting Contest" (make as many shots as possible from behind the three-point line in 30 seconds), "Dizzy Bat Contest" (spin around a baseball bat six times at one baseline and then run to the other end to make a layup), "Banner Contest" (fraternity or sorority banner, judged on spirit and creativity) and "Crab Crawl Contest" (participants crab crawl to the hoop from center court with a basketball in their lap and make a lay up).

Point system: After the game, each fraternity and sorority is ranked based on the percentage of its members who attended the game. First place receives 100 points, second place 75, third place 50 and fourth place 25. The winning fraternity or sorority receives 25 points.

Winner: The fraternity or sorority with the most points at the end of the season wins $250.

The Great Spring Tailgate
East Carolina University
Chris Looney, director of marketing

The promotion centered on East Carolina's nationally ranked baseball team during a three-game series late in the season. Two sponsors were secured to cover all costs associated with the event -- a television station that promoted the event and another sponsor that provided $30,000 of commercial airtime during the month preceding the event. The idea was for fans to attend a baseball game and have a tailgate experience similar to what they would experience at an East Carolina football game.

Events: Day One -- Golf tournament (12:30 p.m.) and game 1 of the three-game series (7 p.m.); Day Two -- Live band (3:30 p.m.), barbecue served (4 p.m.), baseball letter-winners tailgate (4:30 p.m.), mascot birthday party, with cheerleaders (for children, 5 p.m.), game 2 of three-game series (7 p.m.), postgame fireworks (9:45 p.m., approximately); Day Three -- Game 3 of the three-game series.

Results: The event was successful in its first year. About 400 game tickets and 300 barbecue tickets were sold before the event on Saturday, and game attendance on Saturday was 2,800. Attendance for the weekend series was 5,655.

Mini Stress Volleyball Giveaway and Name that Tune Contest
Ohio State University
Department of Athletics

Promotion: A total of 500 mini stress volleyballs, imprinted with the Ohio State logo, were distributed to fans at a Buckeyes volleyball game. In conjunction with the giveaway, the promotion staff designed a "Name that Tune" contest that offered spectators the chance to win a variety of prizes.

Description: The women's volleyball promotional calendar was mailed, faxed and otherwise distributed to Ohio high-school and middle school volleyball programs and to Ohio State students. The public was made aware of the upcoming promotions through advertising. Upon entrance to the match, fans were given a mini stress volleyball, each packaged individually. Before the match, the marketing staff affixed to the wrapper a label detailing information about the match promotion and the "Name that Tune" contest. A small number of labels notified recipients that they were instant winners of a volleyball autographed by the Ohio State team. Other labels qualified 10 fans for participation in an intermission contest with a chance to win a DVD player. The remaining labels described the "Name that Tune" contest, which involved the marketing staff playing music by certain artists throughout the match; if the name of the song matched the artist on the wrapper, the fan received a free Buckeye volleyball T-shirt.

Results: The promotion was designed to increase attendance while giving fans opportunities to participate in contests, and it was successful in both regards. The mini stress volleyballs were especially popular.

Jenny Eller Blood Drive Challenge
California State University, Fresno
Melissa Gomez, assistant marketing director

Description: The Fresno State Bulldog Diamond was transformed into a blood-donation site during a day of practice for the Bulldogs' softball team. Those who came to the Diamond to donate blood received a T-shirt, a free lunch, a voucher worth $2 off any ticket for any remaining home softball game and permission to watch the team practice that afternoon. Donors also received the opportunity to meet the Bulldogs after practice for an autograph session. (The drive was named after a local high-school player who died of leukemia in 1995. Fresno State was among many programs who were recruiting Eller.)

Results: The challenge issued by coach Margie Wright and her players yielded 55 donors, which benefited about 165 people across California.