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Flying Squirrels
Live Client
Our team won this ask for our class.
As the Flying Squirrels prepare to open their new park, they are missing a key demographic of Richmond in the crowd.
Live Client, Campaign Strategy, Consumer Research
Objective
Our objective was to understand students emotional and behavioral drivers, how they spend their free time, what kinds of events or entertainment they enjoy attending, and their general feelings about local sports or community activities.
Strategy
Make the Flying Squirrels experience feel like it's for students. Get the Flying Squirrels off the bucket list and onto the calendar.
Ask
How to attract a more diverse population to Flying Squirrels games, with a focus on college students.
Problem
The Flying Squirrels experience doesn’t reflect the Richmond culture, students want to go, they just need a reason. Only 15% of the current Flying Squirrels audience is Gen-Z, despite having five colleges surrounding the stadium.
More coming soon!
My Role
Data Analysis, Leading 1:1
Interviews, Project Management, Qualitative & Quantitative Research, Insight Development, Strategic, Research Oversight.
My Team
Serena Loomba
Emily Woods
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