By
Jordanna Smida
Courtesy
of WinningHoops.com
GETTING
FANS IN the stands can be difficult for any basketball program. But, getting
fans in the stands for your women's basketball program may present even more of
a challenge.
Patrick E. Auerbach, director of operations, of
women's basketball at the University of Southern California (USC), Los Angeles,
Calif., shares some of the tactics he's used to build a following that can
be applied to any level women's basketball program.
While
USC's program has been able to build its identity by capitalizing on its
championships and WNBA players including Cheryl Miller, Cynthia Cooper, Lisa
Leslie and Tina Thompson, Auerbach says the key for any coach who wants to grow
their women's basketball program is find or give your program an identity to
sell itself.
"Once
you've established your identity or you have something you want to sell, you
can then focus on how to package it and who you're trying to sell it to,"
he says.
Selling Women's Basketball
"When it comes to women's basketball you're
targeting a different audience from men's basketball. When you're trying to
establish a basketball booster club or trying to get people to buy tickets to
your games, you can't sell women's basketball the same way that you can sell
men's basketball," he explains.
Men's
basketball is viewed more as a mainstream sport that caters to males, college
students and a corporate crowd. "Women's basketball predominantly caters
to a female crowd, much younger kids and it's more of a family activity. Many
dads and daughters attend women's games. There's also a strong following of
senior citizens for women's basketball," says Auerbach.
He
suggests promoting your women's basketball games as a family entertainment
outing rather than a basketball game.
Events To Promote Your Program
There are also a number of inexpensive events
you and your players can host to show community pride and spirit, as well as
get your program better known.
- Have
a booth at your homecoming football game and have your players work the
booth to interact with the community. If you have team sweatshirts or
T-shirts, sell the merchandise. "USC held a picnic at their booth,
developed a fun atmosphere and got quite a bit of traffic," he says.
- Host
pre-game events about an hour before tip off. Invite your boosters or
parents to a catered meal and have the coaches speak about the team,
things going on at the school or the progress of women's basketball in
general.
- Sell
advance purchase tickets for groups at a discount to help introduce people
to your program.
Starting A Booster Club
If
you're trying to start or improve your booster club, Auerbach says the first
step is to identify who you want to target. "Get one or two recognizable
figures from the community to join your boosters. Get the support of your
principal, super-intendant or dean," he says.
Auerbach
suggests getting members from your local colleges or universities involved,
such as women's studies professors or members of the athletic department.
"Invite them to games by writing a newsletter or letter. If you can,
create preferential seating for booster members and host one or two social
functions in the off-season," he suggests.
When you're recruiting booster members, make
them aware of the benefits. "For example, tell them that 80 percent of
your funds go into XYZ. Make people feel like they're joining a cause. You have
to point out that it's worth their while," Auerbach says. "Give them
something for their membership, something that isn't available to everyone
else."
Media Savvy
Getting
print space for your women's basketball program can be a challenge. Auerbach
suggests a few simple things you can do to increase your press coverage.
X Proactively establish a rapport with the press.
Invite them to a pre-season function where they can schmooze and talk about the
team.
X Invite the press to attend booster club meetings or
even join the organization.
X Invite reporters that aren't necessarily sports
reporters, such as a business section or women's issues reporter.
X Create news about yourself. Get involved with the
community through food drives and volunteer opportunities.
Promote Your Program, Community Spirit
To
get your players and program known in your community and to drum up extra
support for your program, get your team involved in community events. USC
hosted a holiday food drive, for example.
USC
players put on an assembly at local schools and community centers to tell
students about their basketball program. Players invited the students to come
to the game and encouraged them to bring a can of food to get in free.
"The idea behind the food drive was to get people to come to the
games," Auerbach says.
The food drive was successful with more than
3,000 people attending the food drive games. All food was donated to various
charities in the area. Auerbach says, "This project allowed us to get
people in the stands, introduce the community to our program and do something
good for the community."