Rawls marketing class helps local business organization market basketball tournament for a good cause
Assistant Professor Kelli Frias, Ph.D., and her marketing class at the Rawls College of Business are hoping to score a slam-dunk for the Caprock Chapter of the American Business Clubs' (AMBUCS) FiberMax Caprock Classic basketball tournament.
Frias tasked her students with developing a marketing strategy to promote the event, which is in its 54th year. The tournament is an AMBUCS tradition, and was started with help from former Texas Tech Basketball coach Polk Robinson. Proceeds from the event benefit Caprock AMBUCS.
"Students at the Rawls College are not only getting a unique perspective on marketing strategy and consumer behaviors, but they are also creating relationships with our community businesses," Frias said. "This tournament draws several thousand in attendance and generates a large portion of the donation funds for AMBUCS.
The proceeds from the tournament will help increase the number of customized tricycles donated to community members who would otherwise be unable to ride typical bicycles.
Dawn Wolff, an undergraduate junior from Bullhead City, Ariz., said she is looking forward to working on a non-traditional assignment that will make a great impact on the lives of others.
"Not only does this project make class more interesting, but it gives us a stronger sense of understanding about marketing," Wolff said. "Our goal is to make the AMBUCS tournament more successful than it already is, and to help make their promotional items that raise funds for the tricycle program more appealing to a younger audience."
Wolff and her classmates have until May 8 to collect valuable data from AMBUCS' current customers and potential sponsors. They will also create a logo and T-shirt design to be used on this year's tournament merchandise, and prepare new sponsorship packages and marketing materials to be used by club members to solicit sponsorships.
For the past two years, the FiberMax Caprock Classic has been the largest high school basketball tournament in the nation. Tournament Coordinator Josh Dill said he hopes that with the help of Frias' class, this year's tournament will attract a record total of 96 teams that will compete in eight locations throughout Lubbock on December 27-29, 2012.
"We are very excited to have these young, bright students working on the tournament," Dill said. "Their insight will help us connect to the players that participate in our tournament every year."
AMBUCS is a national nonprofit service organization comprised of a diverse group of men and women dedicated to creating mobility and independence for people with disabilities. For more information, visit www.caprockambucs.org or www.caprockclassic.com.