"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.

Faculty and Staff
Three-Point Shootout Night
Weber State University
Contact: Summer Morris

The idea: Each year at one women's basketball game, the athletics department sponsors a faculty and staff night. To encourage employees to attend, the department conducts a Faculty and Staff Three-Point Shootout at halftime.

The details: Each department on campus can organize a team of 10 employees. Each team is given 35 seconds and five basketballs and asked to hit as many three-pointers as possible. The team that hits the most three-pointers wins lunch for its department and a plaque that is to be displayed for a year. Weber State has sponsored this promotion for five years, and about 10 teams compete each year. Some teams take it seriously enough to print shirts. Whoever wins gets bragging rights (and they do brag) for the next year.

The results: Attendance increases about 400 people for the game with this promotion. Since average attendance is about 500 per game, the promotion makes a significant difference.

Airplane Toss
University of Memphis
Contact: Athletics marketing staff

Each fan receives a sheet of paper upon entering the facility. The front side has a place to enter personal information about the contestant, along with directions about how the promotion will work. The back has directions on how to build a paper airplane. Throughout the first half of the contest, there are multiple public address announcements about the "Airplane Toss." Depending on the prize given to the winner, the excitement can be built to a high level. At halftime, the announcer allows all contestants a few minutes to build their own airplane. The contestants then are given one minute to throw their airplane toward the target on the center of the floor. The closest airplane to the target wins.

At Memphis, the promotion was done for women's basketball, which is played in an arena that seats 2,000. The promotion motivated the fans. A bigger prize increases the excitement and drama.

The promotion is successful because:

It allows all fans attending the game to participate, regardless of age or skill level.

It allows the marketing staff to collect valuable information about fans attending the game.

It provides exciting entertainment for the fans.

It creates a demand for when it will happen next time.

Gridiron or Hardwood Graffiti

Texas Tech University

Contact: Athletics marketing staff

Events: Spring football game or Midnight Madness.

Concept: Fans have the opportunity to call a play or physically participate in the execution of a play on the playing field or court.

Media: A local newspaper sponsors the event with a promotional schedule. In the ads, an entry form encourages fans to draw their favorite play that they would like the team to execute. The other option is for the fan to participate in the game.

Entry forms: They are located in a newspaper advertisement. Entry forms should be returned to the athletics department to create a database. The athletics staff randomly draws two winners and notifies contestants of the details.

Contestants receive the following:

Sideline passes/press row passes.

Behind-the-scenes tour of facilities.

Pregame/halftime chalktalk access.

Goodie bag of school merchandise.

In-stadium recognition during the promotion.