Before undertaking the process of creating marketing plans for each sport, the Indiana State Games Fit and 50 team commissioned the Sports Innovation Institute to conduct a situation analysis. The study identified statewide pockets of activity regarding sports in 18 categories from the likes of pickle ball to triathlons to disc golf.
As a lean organization, Fit and 50’s staff didn’t have adequate human resources to conduct extensive ground-level research, which is where SII’s expertise and access to talent came into play.
Students and faculty invested 100-plus hours—a savings of $1,000 in salaries plus precious time for the small Fit and 50 organization—researching online presence and probing into grassroots games across the state. They synthesized information and focused on playable areas while documenting contact information, hours, costs, facility type, general descriptions, membership lists, social media following, and audience demographics.
A comprehensive report was provided to Indiana State Games Fit and 50, generating viable business leads and laying the groundwork for future direct marketing strategies and tactics.