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Good, better, best:

Improving sportsmansip at brigham Young university

MBMG Communications Matthew Nixon, Brooke Ward, Marcus Nelson and Gustavo Ramos

Communications 235: Introduction to Public relations Dr. Laurie Wilson 04/08/10


TABLE OF CONTENTS BACKGROUND

EXTERNAL ENVIRONMENT Brigham Young University Provo City Utah County THE INDUSTRY BYU Athletics History Academic Excellence School Spirit Rivalry with University of Utah NCAA Regulations THE CLIENT BYUSA THE ISSUE Sportsmanship in Collegiate Sports Sportsmanship at BYU PROMOTIONS At BYU NCAA RESPECT Campaign MARKET SHARE COMPETITION RESOURCES SWOT PUBLIC PROFILES SITUATION ANLYSIS CORE PROBLEM

ACTION PLANNING

GOAL AND OBJECTIVES KEY PUBLICS, MESSAGES, STRATEGIES, TACTICS Freshmen Upperclassmen Student Athletes All-Sport Pass Holders Ushers and Security Non-Student Fans CALENDAR BUDGET

EVALUATION TACTICS CREATED

Poster Facebook group YouTube channel Blog Commercial Radio PSA Press Release Brochure Iphone Application Ticket

2 2 3 3 3 4 4 4-5 5 5-6 7-8 8 8-9 9 9-10 10 11 11-13 13 13 14 15-16 16-17 17-18 18-21 21 21-22 23-24 25-26

27 28 29 30 31 32 33 34 35 36 37

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BACKGROUND EXTERNAL ENVIRONMENT Brigham Young University Brigham Young University is a private institution sponsored, owned and operated by the Church of Jesus Christ of Latter-day Saints. In 2009 there were just under 33,000 students enrolled, and the University employed 4,000 faculty, administrators and other staff. Both students and staff are required to sign a code of conduct intended to create and preserve an environment congruent with the values of the LDS Church. Called the Honor Code, it emphasizes honesty, chastity, and virtuousness with distinct dress and grooming standards, and requires that all signers refrain from using alcohol, tobacco, and coarse language. Sportsmanshiprelated incidences at BYU are relatively low compared to other universities. However, given the institutional values and their inextricable link to the university’s reputation on a worldwide scale, BYU student-athletes, coaches and fans are held to a higher standard of behavior than their counterparts at other universities, by both opponents and supporters. Photo Courtesy of BYU Provo City The third largest city in Utah, Provo’s population stands at just over 120,000. Its residents are predominantly white (88.5%) and adherents of the LDS faith (88%). In addition to Brigham Young University, Provo is home to the largest missionary training center for the LDS church. Provo is a young community (over 85% of the population is under the age of 44, including 40% between the ages of 18 and 24) with strong conservative influences. Republican John Curtis is currently mayor. The city enjoys a diverse economy with a heavy concentration of software and high-technology companies including Novell, Inc. Provo is also home to Nu Skin Enterprises Inc. In December 2009, approximately 6% of the population was unemployed. Photo: ldschurchtemples.com

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Utah County Home to well over half a million people, Utah County is a rapidly growing area, having registered a 44% increase in population between 2000 and 2008. A majority of Utah County residents are members of the Church of Jesus Christ of Latter-day Saints and 95% are white. American writer and mountaineer Jon Krakauer has called Utah County “the most Republican county in the most Republican state in the United States”. County voters gave John McCain a 58.9% margin over Barack Obama in the 2008 Presidential election. Agriculture, government, and Geneva Steel were driving forces in the county’s economy for many decades, but the valley has been a breeding ground for entrepreneurial ventures leading up to, and since, the closure of the steel mill in 2001. Most recently, the area has seen a significant Photo: wikipedia.org increase in technology and computer related companies.

THE INDUSTRY BYU Athletics With the mission of building a “distinctive, exceptional athletic program that is fully aligned with the mission and values of Brigham Young University and The Church of Jesus Christ of Latter-day Saints”, BYU’s Athletic Department boasts 21 varsity teams, including 19 competing in the MounQUICK FACTS: tain West Conference, NCAA Division 1-A. The school has claimed 10 NCAA national championship titles and - NCAA Division I-A produced well over 1,000 All-Americans as well as 75 - Competes in Mountain Olympians, and numerous professional athletes. ConWest Conference tinuing a feat that has become a regular occurrence in re- 21 Varsity teams cent seasons, both the men’s basketball and football teams were nationally ranked during the 2009-2010 season. History Over the years, BYU has garnered national recognition from high-achieving individuals. In 1991 Ty Detmer was awarded the Heisman Memorial Trophy, which is awarded annually to the nation’s most outstanding college football player. Former Cougar and San Francisco 49er Steve Young was a two-time NFL MVP and was inducted into the Pro Football Hall of Fame in 2005. BYU football is now played in the LaVell Edwards stadium, named for the man who helmed the team for 30 years, and led the team to 17 top five finishes, including a national championship in 1984, the same year Edwards was awarded the NCAA National Coach of the Year award. Most recently wide receiver Austin Collie (who opted to forego his senior year at BYU in order to enter the 2009 NFL draft) capped a successful rookie season with the Indianapolis Colts with a trip to the Super Bowl. Current BYU Athletic Director Tom Holmoe is also amongst the distinguished BYU alumni who enjoyed a successful career in the big leagues, having won four Super Bowl rings as both a player and coach with the 49ers. 3


Academic Excellence While athletic excellence is helped along by some of the best athletic facilities in the nation, academic achievement is also a trademark of the BYU athletics program. Year after year, BYU teams lead the MWC in the number of student-athletes named to the conference’s Academic All-MWC Student-Athlete team. In February, a league high 32 BYU football players received the honor and according to annual Academic Performance brackets, if this year’s basketball team were to compete in a classroom version of March Madness, they would make it all the way to the final four.

School Spirit

Photos Courtesy of BYU

School Spirit is amply evident with the giant Y emblazoned on the mountainside above campus, and through the Cougar Fight Song, commonly heard at all athletic events. Cosmo, BYU mascot since 1953, can also be found at all major sporting events, along with the BYU cheerleaders, Cougarettes dance team (who have themselves been named amongst the top 25 dance teams by Dance Spirit Magazine), marching band and Blue and White bands. Rivalry with University of Utah With a history that can be traced back over 100 years, the BYU-Utah rivalry runs deep, and can be far-removed from the good-natured tradition from which it derives. Nicknamed “the Holy War”, rivalry games are amongst the best attended in any given season. A rivalry series called the Deseret First Duel was created in 2007 in which the two universities compete across a dozen sports for ultimate bragging rights. This rivalry is likely fueled by an intensely competitive nature that is typical of LDS culture. NCAA Regulations The NCAA defines Sportsmanship as “a set of behaviors to be exhibited by student-athletes, coaches, game officials, administrators and fans in athletics competition, based on values, especially respect and integrity.” The NCAA also identifies the partnering principle of ethical conduct, which it says “reflects a higher standard than law because it includes fundamental values that define sportsmanship.”

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The NCAA emphasizes the qualities of an expected game day environment that is safe, comfortable and enjoyable for all, and lists expectations of fans on its website including, but not limited to, remaining respectful and courteous to fellow patrons, referees, opposing team fans and players, avoiding disorderly behavior, and complying with requests from facility staff in regards to stadium policies.

NCAA Bylaw 2.4 The Principles of Sportsmanship and Ethical Conduct “For Intercollegiate athletics to promote the character development of participants, to enhance the integrity of higher education and to promote civility in society, student-athletes, coaches, and all other associated with these athletics programs and events should adhere to such fundamental values as respect, fairness, civility, honesty and responsibility. These values should be manifest not only in athletics participation but also in the broad spectrum of activities affecting the athletics program. It is the responsibility of each institution to: (a) Establish policies for sportsmanship and ethical conduct in intercollegiate athletics consistent with the educational mission and goals of the institution (b) Educate, on a continuing basis, all constituencies about the policies in Constitution 2.4(a) THE CLIENT BYUSA The Student Associate is a campus-wide organization focused on promoting student leadership and engaging students in campus activities ranging from casual social opportunities to leadership development and service ventures. BYUSA sponsors more than 60 clubs and the Student Advisory Council, and is responsible for dozens of activities each semester. Recently, the organization has been criticized in University press for inefficient and extravagant use of their quartermillion dollar budget. This has perhaps reduced the credibility of their voice amongst students.

THE ISSUE Sportsmanship in Collegiate Sports According to a national survey conducted in conjunction with the Awards Recognition Association, for the fourth consecutive year, the vast majority of Americans (85%) believed that sportsmanship was worse in 2009 than in previous years. Textbook examples continue to emerge, like last fall, when Oregon running back LeGarrette Blount sucker punched a Boise State player 5


during postgame handshakes and followed that up by pushing teammates, wrestling with coaches and attempting to rush Boise State fans in the stands before finally being restrained by police on the field. Sportsmanship is a core tenet of the NCAA, but has for many years, only become a focus when crisis demands it. In February 2003, the NCAA held a Summit on Sportsmanship and Fan Behavior, which resulted in a 16-page report detailing the recent history of inappropriate fan behavior, and attempting to explain the cause of the behavior. Without the Photo: DuckSportsnews.com power or authority to impose rulings on individual LeGarette Blount schools, the report resorted to several recommendations with the aim of promoting safety, including providing liaisons for visiting schools and not allowing winning visiting teams to return to the field to celebrate with fans. The organization was also prompted to create a subcommittee to consider the need for a fan code of conduct. Today a baseline Code of Conduct exists, and the NCAA recommends that individual institutions modify it to meet their own game environment expectations, and ensure that it is prominently displayed throughout game facilities. Furthermore, institutions should “define and post swift and specific consequences when Fan Code of Conduct provisions are violated, including ejection, loss of single-game and season-ticket privileges, and arrest.” The NCAA has identified the following violations as actions that merit sanctions: - - - - -

Reckless, dangerous, disruptive or illegal behavior Visible impairment from alcohol or other substances Game Interference, including entering the court or field or throwing objects into the playing area Failing to follow instructions of stadium personnel or law enforcement officers Verbal or physical harassment of the opposing team’s players, fans, field officials or stadium personnel

Photo: arasportsmanshipaward.com LaVell Edwards hands out ARA award.

There are those, however, who maintain that it is not sportsmanship itself that is declining in college football, rather the recognition of sportsmanship. Former BYU football coach LaVell Edwards is among this group. Those sentiments prompted Edwards to sponsor the creation of the Awards and Recognition Awards Sportsmanship Award in 2005 for seniors in good academic standing, who are key contributors to their teams, and who exemplify good sportsmanship both on and off the field. Edwards’ continued service as chair of the selection committee presents a unique BYU connection to the concept of sportsmanship as a core value.

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Sportsmanship at BYU A survey of 100 students on BYU campus between March 19 and 24 indicates that 84% rate BYU sportsmanship as moderate or better, BYU Police Lt. Arnold Lemmon says that it is a significant problem that has been identified by the university. There are many examples within recent seasons of both fan and student-athlete lapses in sportsmanship. After a loss in 1999 a BYU fan jumped on a University of Utah cheerleader (and proceeded to get pummeled). At the conference championship game in Las Vegas in 2008, brawls broke out between BYU and UNLV fans and one player’s wife was supposedly seen throwing punches. In November quarterback Max Hall told media that he hated the University of Utah, calling them classless. Most recently, senior Jonathan Tavernari exchanged harsh words with an opponent’s coach, and BYU fans in the student section began throwing refuse on the court following a loss to the University of New Mexico. Examples to the contrary are largely institutional attempts to promote good sportsmanship, like a video shown prior to a BYU/Air Force football game in 2009, encouraging fans to cheer on the cadets by telling them that they are “foes for 60 minutes”, but then they are future protectors of the country.

Max Hall

Photos: BYU Athletics, BYUSportsGuy.com

Jonathan Tavernari

Lt. Lemmon said that security personnel respond to an average of two cases per event, and as many as six over the course of an average football game, due to the larger crowd. Basketball, volleyball, soccer, and rugby follow in frequency of required intervention. Most cases are not documented because response is limited to police officers escorting individuals out of the venues, and the most common causes of intervention are disruptive behavior, vulgar language and signs, and objects thrown on the field. An advantage for BYU is that officers very rarely have to deal with alcohol intoxication, which significantly reduces the number of incidences among fans. By comparison, the University of Colorado has an average of 40 individuals removed or arrested each game, and BYU police use a third less officers than other universities at sporting events. However, as a church school, BYU fans and athletes are held to a higher standard. There are many that will not stand by as poor fan behavior is seemingly justified by saying that BYU does okay comparatively.

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“Over the years the behavior of BYU fans has deteriorated and now mimics the behavior seen in arenas around the country- although it is a bit less obscene. As we embrace the behavior of the secular world, we lose our distinctiveness regarding the sacred. If we are to continue to merit the support of the board of trustees, it is our responsibility to hire coaches, field teams, and admit fans who are worthy of the title “flagship.” There cannot be a great chasm between theory and practice. It is essential that… all supporters not lose sight of the divine mission of BYU. No conference championship, no NCAA title, bowl game is worth forfeiting the integrity, the goals, and the ideals of this institution. That would indeed be a hollow victory.” Willard M. Hirschi, former BYU men’s track coach While it would not be fair to pin fan behavior entirely on student athletes’ examples, 78% of students polled believe that student athletes influence fan behavior. Over 35% disapprove of BYU student-athlete behavior, but point largely to a few isolated incidents rather than systemic attitudes as their reasoning.

PROMOTIONS At BYU BYU Police Lt. Arnold Lemmon has indicated that the University has identified sportsmanship as an important issue, and is working hard to address it. A Sports and Sportsmanship Commission has been established to check into specific cases, and works with BYU Police to form integrated responses. Incorporating a proactive component could increase the effectiveness of this commission. Student athletes have also received some measure of training, predominantly in the form of encouragement from both the school and the brethren of the church to behave in a certain manner. A sheet is often circulated prior to BYU basketball games, telling fans how they should cheer for the team, and PSA’s ask fans to “be a hero” because “little eyes are watching”. Despite these measures, 95% of students polled cannot recall ever hearing or seeing fan guidelines and expectations displayed. NCAA RESPECT Campaign In 2009 the NCAA Committee on Sportsmanship and Ethical Conduct announced a sportsmanship effort aimed at addressing negative fan behavior at sporting events nation-wide when a survey of student-athletes, coaches, conference commissioners, administrators and fans pinpointed fan behavior as the concerning issue at college sporting events. Working through education, communication and enforcement, the RESPECT campaign calls upon institutions across the country to invoke campus-wide approaches to the sportsmanship issue. The committee produced a brochure to guide institutions in setting up a sportsmanship advisory council, and provided a detailed list of groups to call upon 8


and actions to undertake to enact the campaign. Shortly after the its announcement, presidents of all affiliated Division II schools registered their commitment to the campaign. The NCAA also targets users of social media with a series of commercials on YouTube that evoke the importance of sportsmansip, like “Good Sportsmanship Lasts a Lifetime.”

MARKET SHARE Men’s basketball and football are the most popular sports among BYU students and community fans. Eighty-seven percent (87%) of students say they’ve attended at least one basketball game, and 93% have attended a football game. Almost 80% say they “sometimes” attend games, and a further 14% rate their attendance as “often” or “regular”. 11,110 students, or, more than a third of the student body, purchased All-Sport passes last season (a further 4,000+ guest passes were also sold). Of these, 3,529 were to freshmen, 3,032 were to sophomores, 2,753 were to juniors and 4,810 were to seniors. With a capacity of 65,000, LaVell Edwards stadium is the largest college football stadium in Utah, and has had over three seasons worth of consecutive sellouts. Average student attendance at football games is just over 15,000. The Marriott Center is also the largest basketball arena in the state, and can seat 22,700. The average attendance at basketball games last season was 2,640 students, and 13,961 overall. Interestingly, BYU holds the NCAA record for attendance at a men’s volleyball game (14,156). Thirty-four percent (34%) of students have attended a men’s volleyball game at some point. Photo: BYU Athletics

COMPETITION Good sportsmanship is a complex issue involving many dynamic parts and, oftentimes, heavily charged emotions. In recent years sportsmanship has suffered in favor of good gamesmanship, and in the name of school pride, as many fans are erroneously led to believe that team pride is synonymous with hating one’s opponents. Merrill Melnick, a social psychologist at SUNY Brockport has said that this is the biggest problem that contributes to fan misbehavior. 9


“If you totally distort the importance of the game, if the game is made to seem like a life or death situation, then you can understand the euphoria that follows a win. Even so, Osama bin Laden is your enemy, not the visiting team. When you invite someone to your house, they deserve a specific type of behavior.” Merrill Melnick, social psychologist The very fact that 84% of BYU students believe that BYU sportsmanship rates moderately or better indicates some level of denial, or at the very least judgement based on comparisons to others rather than institutional standards and church values. Altering attitudes regarding game conduct (“booing and a little bit of disorderly conduct are part of the game”), personal accountability (“incidents like those involving Max Hall give BYU fans license to behave irresponsibly”) and combating the crowd mentality (“People feed off each other… It’s easy to fall into a less than sportsmanlike trap when you’re surrounded by people acting that way in the student section”) are likely to be the greatest challenges.

RESOURCES Intervening Publics

Attitudes/Opinions

- Mass Media - Administration - BYU Athletics

- Willingness to obey/follow commands

Facilities - BYU announcement televisions - Tables/booths in the Wilkinson student center - Cougar United - Internet/Social Media - Places of exposure around campus Opinion Leaders - Student athletes - Church leaders - Cheerleaders - Cosmo - Regular Game attendees

Photo: BYU Athletics

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SWOT Strengths - Lack of alcohol/drugs - Good name/reputation - LaVell Edwards- proponent of sportsmanship - Honor Code - Prominence of BYUSA Opportunities - national exposure and recognition - forums and devotionals

Weaknesses - Lack of respect among fans - Max Hall declarations - Held to a higher standard - Recent criticism of BYUSA - Big capacities= more people= harder to control Threats - Gaining a bad name in the nation as a fanatical people - Campaigning for better sportsmanship might give the misconception that team pride is also bad - Short tempered athletes

PUBLIC PROFILES BYU Students Of the 33,000 students enrolled at BU, 93% are from the United States, including 32% from the state of Utah. International students hail from all regions of the earth, including 779 from the Far and Middle east, 528 from South and Central America and Mexico and 276 from Canada. Some 98.5% of students are members of the LDS faith (77% of male students and 10% of female students have served LDS missions). Relatively racially homogenous, the student body is 87% white, and a quarter of all students are married. The gender divide is fairly even, with a 51:49 male to female ratio. Freshmen The average age of freshmen is 18.5. They are an anomoly in that the vast majority of freshmen have not yet served an LDS mission. Being new to the college experience, freshmen are interested in getting involved, achieving a sense of belonging and being proud of BYU successes, particularly in the athletic realm. They are likely to be influenced by friends, upperclassmen, church leaders and, of all class groups, they are more the most likely to be influenced by faculty and administration. Freshmen as a group are watched closely by various administrative groups, and are therefore easily accessble through channels like New Student Orientation and the Office of First Year experience. They can also be reached by campus communication and social media. Freshmen also share a unique relationship with the client, as they are a core target group for the majority of BYUSA events. They have less experience with the organization and the attitudes towards it, which is either a benefit in that they are more likely to treat the BYUSA voice with credibility, or a detractor, if they are heavily influenced by other students. 11


Upperclassmen Upperclassmen are an important public because they represent a large portion of the students that attend games, and they present a distinct opportunity to act as an influencer for freshmen. The average age of upperclassmen ranges from 20.6 for sophomores to 21.8 for juniors and 23.7 for seniors. This group of students is primarily driven by their interest to leave a legacy and see BYU succeed in athletic competition. They are mostly influenced by friends, spuses, notable professors, and church leaders and can be reached through campus communications and social media. Generally speaking, upperclassmen are more familiar with BYUSA than are freshmen, but they may not have entirely positive views of the organization. Some have likely been involved in the organization over the course of their studies. All-Sports Pass Holders Of the more than 15,000 All-Sports passes purchased last season, 11,110 were student passes (the others were guest passes, which were likely often used for student friends). Seniors represented the single largest class group, with over 4,800 passes purchased (43%), while about a third of the passes sold were to freshmen. This group could easily be divided amongst freshmen and upperclassmen, but they represent a distint group because they regularly attend games and consider athletic events as a form of entertainment as well as a source of school pride. Their main self-interest is to enjoy the game with their friends, and are largely influenced by their friends and the fans around them. By partnering with BYU Athletics ticket sales, we can access these individuals by e-mail and regular mail, as well as at the sporting venues. As students, this group is at least aware of BYUSA. Student Athletes Once again, this group could be divided amongst freshmen and upperclassmen, but they are a very distinct group because they exert a great deal of influence over the others. In a lot of ways, sportsmanship starts on the court at the level of the student athletes themsleves, and it is critical to involve them in any solution. Student Athletes are busy individuals who must juggle their time between academics and their training, and their self-interests include scholarship eligibility, professiona prospects and winning games and titles. Coaches are probably the single greatest influential group for student athletes, but they can be accessed through athletic department communication, campus communication and social media. Student athletes share the same relationship with BYUSA as many other students. Non-Student Fans BYU enjoys a nationwide (if not global) fan base, and there are fans who regularly travel from other states to attend games. That being said, the vast majority of non-student fans come from the local community of Provo, as well as the greater Utah Valley area. Fans from this area are predominatly white, LDS, conservative Americans. Many work in government, or the continually expanding high-technology and software technology fields that are prominent in the area. Team pride and safety and security at games are key self-interests for this group, and they are influenced to a great extent by church leaders and mass media, the latter of which is the best channel for reaching this group. Non-student fans can also be reached through in-venue communications. Those who are former BYU students are likely familiar with BYUSA. Otherwise, there is no real relationship to the client. 12


Ushers, Security and BYU Police This group is closely tied to enforcement of Sportsmanship regulations, which is likely to be important in improving overall conditions. Getting paid, ensuring safety of patrons and enjoying a safe and pleasant working environment are all self-interests for this group, which is largely influenced by the employer (BYU Athletics). Ushers and security personnel are probaly best reached through workplace communications. Many are students at BYU, so they are familiar with BYUSA. High School Students As residents in this area, they come from families that are largely white, LDS, and republican. Their self-interest is a sense of independence and entertainment from games, as well as probably a certain attachment or affinity for BYU. They are likely most influenced by their peers, teachers, parents, and church leaders. High school students could be reached through personal contact, community events, social media and institutional channels. There is no immediately evident relationship between high school students and BYUSA. Referees and Officials Self-interests are to be paid, and to have a peaceful working environment. They can be reached through industry communication, and have no relationship to the client.

SITUATION ANALYSIS When compared to other Universities, BYU’s “problem” with sportsmanship may seem limited, but as a school that is affiliated with the Church of Jesus Christ of Latter-day Saints, its athletes, coaches, and fans are all held to a higher standard of behavior by both opponents and supporters. This indicates that behavior at athletic events is directly related to the university’s reputation on a global scale. With 95% of students polled saying that they’ve never had the guidelines, or BYU sportsmanship expectation explained to them, that is a clear area that needs improvement. While several examples of attempts to communicate these expectations exist, it is clear that they are not reaching the students. As alcohol is not a factor in fan behavior, it stands to reason that the problem lies in the attitude of the fans that attend games, and in the influence of student athletes, whose behavior is disapproved of by 35% of the student body. With the knowledge that 84% of students rate BYU sportsmanship as moderate or better, we see the challenge of altering attitudes. There are inevitably those who think that their attude requires no adjustment, while there are those who will continue to insist that BYU does fine when compared with others.

CORE PROBLEM Sportsmanship guidelines and expectations are not clearly communicated with fans, students look to other universities rather than their own institutional values to evaluate quality of sportsmanshp, and the entire concept of sportsmanship is dealt with via crisis management rather than through proactive issues management. 13


ACTION PLANNING GOAL Improve sportsmanship behavior by raising awareness of proper conduct expectations for sporting events at BYU.

OBJECTIVES 1. Reduce the number of cases of disruptive behavior amongst fans by 50% within the next year. 2. Raise awareness of sportsmanship guidelines/expectations to 50% within a year. 3. Raise the number of people who rate BYU sportsmanship as moderate or better from 84% to 90% within a year. 4. Have 60% of people say sportsmanship has improved in one year. 5. Increase self-reported good sportsmanship to 60% in one year. 6. Raise awareness of Sports and Sportmanship Commission to 60% in one year. 7. Increase student approval of student-athlete behavior from 65% to 75% in one year. KEY PUBLICS Freshmen 1, 2, 3, 4, 5, 6

Student Athletes 2, 3, 5, 6, 7

Upperclassmen 1, 2, 3, 4, 5, 6

Non-Student Fans 1, 2, 3, 4, 6

All-Sports Pass Holders 1, 2, 3, 4, 5, 6

Ushers/Security 1

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FRESHMEN Primary Message: Good sportsmanship creates a positive atmosphere that is more enjoyable for everybody

Secondary Messages: - -

At BYU we have a proud tradition of being good hosts and you can continue the tradition by being respectful of players, coaches, officials, and fellow fans Good sportsmanship is a BYU policy. Following BYU policy is an honor code requirement

Primary Message: There are guidelines for proper fan conduct

Secondary Messages: - BYU has created a new Code of Conduct based on NCAA guidelines - The following behavior could lead to sanctions: - Reckless, dangerous or disruptive behavior - Visible impairment from alcohol or other substances - Game Interference, including entering the court or field, or throwing objects into the playing area - Failing to follow instructions of stadium personnel or law enforcement officers - Verbal or physical harassment of the opposing team’s players, fans, field officials or stadium personnel - Unruly behavior can lead to police involvement - Purchasing a ticket to a game is essentially entering into a contract saying that you agree to abide by these guidelines

Strategy One: To motivate freshmen to adopt sportsmanlike behavior through New Student Orientation and the Office of First-Year Experience

Tactics: - - - -

Incorporate a visit from a student athlete into New Student Orientation to tell new students about Sports Commission and extend an invitation to get involved Distribute BYU Fan Code of Conduct brochure in orientation packages Show video about sportsmanship expectations, exceptional examples, and where to find more information at Marriott Center during NSO Put highly visual posters depicting congeniality between teams in areas 15 used by freshman wards


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E-mail invitation for freshman students to self-evaluate sportsmanlike behavior at semester’s end

Strategy Two: To educate freshmen bout proper sportsmanlike conduct through mass media and university communications

Tactics: - - - -

Send an e-mail with BYU Fan Code of Conduct on it to all freshmen students, and invite them to join Facebook group, and YouTube channel and participate in BYUSports Fan blog Work with Cougar United to award mY points for sportsmanlike behavior rather than simple game attendance Distribute collateral materials at booths during frosh week Put up posters surrounding frosh week activities

UPPERCLASSMEN Primary Message: Freshmen are looking at you for a model of sportsmanlike behavior

Secondary Messages: - -

Good sportsmanship creates a positive atmosphere that is more enjoyable for everybody BYU has a proud tradition of being good hosts, and it is your responsibility as an upperclassman to ensure the continuation of that tradition by letting younger students see you behaving respectfully towards players, coaches, officials, and other fans

Primary Message: As a BYU student you are held to a higher standard

Secondary Messages: - - - -

Good sportsmanship is a BYU policy Disregarding BYU policy is an honor code violation that could result in disci plinary action Disruptive behavior and poor sportsmanship reflect badly on the university and the church as a whole, which is counter-productive to missionary work Even our opponents expect a higher standard of sportsmanship from us, because of the reputation of the church 16


Strategy One: To motivate upperclassmen to model proper sportsmanlike conduct through campus communication and social media

Tactics: - - - - - -

E-mail students an invitation to follow BYU Sports Fan on twitter Include links to Facebook group, YouTube channel and blog Invite students to contribute stories and pictures depicting good sportsmanship to blog Create blog, Twitter and Facebook entries about Sportsmanship commission, with inviation for students to participate Invite LaVelle Edwards to talk about sportsmanship at a University Forum Show Rise and Shout commercial on YouTube channel and at games

STUDENT ATHLETES Primary Message: You are a leader at this school, and serve as an example of BYU’s exemplary behavior to the rest of the country

Secondary Messages:

- - - -

All eyes are on you during games; therefore, it is important that you demon strate good sportsmanship Your attitudes and behavior reflect not only the university, but also the LDS church Attending people perceive athletes as part of the problem of sportsmanship at games Good behavior is reassuring to donors and sponsors who want to see the con tinuance of good sportsmanship from BYU

Primary Message: As leaders of BYU sports, student athletes must be the first to adopt the code of good sportsmanship as dictated by the new sportsmanship commission

Secondary Messages: - - -

BYU has a sports and sportsmanship commission Athletes are in the spotlight; their participation on the commission influ- ence the rest of students Consequences of flagrant disobedience to the commission could result in the revoking of privileges

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Strategy One: To motivate student athletes to model good sportsmanship for teammates, opponents and fans through opinion leaders

Tactics: - - - -

Monthly team meetings featuring athletic and administrative advisors to ad dress concerns and provide athlete training Request written council from church leaders for the consideration of student athletes Impose more rigid discipline to obtrusive violations of good sportsmanship Posters in locker rooms and training facilities reminding athletes of their duty to behave in a sportsmanlike manner, and their role as leaders for the larger student population

Strategy Two: To communicate expectations with regards to the adherence of tenets of good sportsmanship and encourage involvement in the sportsmanship commission through campus athletic communication

Tactics: - - - -

Have an athletics department meeting at the beginning of each semester to discuss expectations and the sportsmanship commission as well as designation student-athlete representatives for the commission At this meeting, all athletes will participate in a sportsmanship oath Mandatory attendance at university forum on sportsmanship Create a mid and end-of-season sportsmanship self-evaluation to be completed by all athletes

ALL-SPORTS PASS HOLDERS Primary Message: BYU has a tradition of excellence in competitive sports and in respect and honor for the opponents we face. Take part in and continue the tradition by attending BYU sporting events regularly, cheering on BYU teams and athletes, and being respectful to opposing teams and fans

Secondary Messages: -

As students of this great University and as members of the Church you are held to a higher standard and are expected to abide by these higher stan dards. 18


- -

Being a good fan that cheers on BYU teams while respecting and being kind to other teams and fans creates an enjoyable environment in which everyone in attendance will enjoy. Being a good fan will uphold the great image that BYU has as well as be a good missionary tool in exposing non-members to the standards and teachings of the Church

Primary Message: BYU has sportsmanship rules that are based on the NCAA approved rules

Secondary Messages: - - -

Adhering to these rules ensures a safe and fun environment for all in atten dance By purchasing an All-Sports Pass you agree to obey BYU rules for sportsman ship Failure to obey the rules will result in removal from the event and possible police involvement

Primary Message: All-Sports Pass holders should help others be good sportsman. When everyone practices good sportsmanship games are more enjoyable for everyone and all leave happy and uplifted

Secondary Messages: - - - - -

Not only are All-Sports Pass holders expected to follow the rules, they are expected to help others around them follow the rules too All-Sports Pass holders are also expected to be good examples to, and be court eous to opposing team fans All-Sports Pass holders are expected to encourage fans of the opposing team to be good sportsman as well You are the only person that can make sure you are a good sportsman The real test of sportsmanship is whether or not you can honestly say that you are a a good sportsman at BYU sporting events

Primary Message: There is a BYU Sportsmanship Commission that gives out awards for good sportsmanship for the year

Secondary Messages: - -

The sportsmanship commission promotes good sportsmanship and acknowl edges those who have displayed exemplary good sportsmanship Awards are given out in many different categories including to athletes 19


and fans - Those who receive an award will be given a free All-Sports Pass for the follow ing year

Strategy One: To share the message of BYU’s legacy and tradition of sportsmanship, and Fan Code of Conduct with All-sport pass buyers through the purchasing process

Tactics: - - - - - -

In addition to the student information already required during online pass purchase, a fan rules and expectations page will be worked in, requiring buyers to enter their initials after each clause to indicate that they have read and under stood the guidelines In-person sales will include a verbal delivery of fan rules and expectations, fol lowed by a verbal agreement to abide by them A sportsmanship disclaimer will be incorporated onto printed tickets under “important information” A Fan Code of Conduct will be attached to all e-mail delivery tickets A hardcopy Fan Code of Conduct and story highlighting BYU sportsmanship tradition will be included in All-Sports pass package mailed out at the begin ning of the semester A request to complete a sportsmanship self-evaluation will be sent out via email at the end of the semester

Strategy Two: To suggest ways for All-Sports pass holders to positively influence the fans around them through online communication and personal contact

Tactics: - -

A “tip of the game” for how to positively influence fellow fans will be included in the body of each email delivering tickets The most active and influential fans will be identified at games and given posi tive cheers to lead their friends and other fans in

Strategy Three: To inform All-Sports pass holders of the existence and function of the Sports and Sportsmanship Commission and encourage their participation in it through mass communication

Tactics:

- A flyer briefly detailing the Commission and why and how to get involved will be included in the All-Sports pass package sent out with pass 20


- - -

Monthly emails will be sent to All-Sports pass holders providing updates on the Commission, inviting students to submit nominations for Sportsmanship awards and inviting them to attend the forum when the awards are handed out A subcommittee will be created under the commission to select winners for outstanding sportsmanship in the categories of coach, athlete and fan Spots about the Sports Commission, its function, values and the awards will be played at games and on the YouTube channel

USHERS AND SECURITY Primary Message: It is your job to ensure a safe and enjoyable environment for all fans by preventing cases of unsportsmanlike conduct at all BYU sporting events

Secondary Messages: - - - -

As an employee of BYU Athletics, you should be up-to-date with policies and protocol on how to effectively identify unruly behavior You should know how to nullify any such behavior before it becomes a prob lem If a situation should become a problem, you should know how to and be able to act quickly and accordingly to deal with the situation in an adequate manner so as to prevent any unsportsmanlike conduct from spreading Enforcement is our top priority

Strategy One: To communicate rules for fan conduct and train ushers and event security how to deal with unruly fans through workplace communication

Tactics: - - -

Mandatory training meetings will be held on a bi-monthly basis to keep em ployees up to date on protocol for dealing with unsportsmanlike conduct Reminders and reinforcements of the rules for sportsmanship will be sent to all ushers and security by email newsletters Performance evaluations will be conducted mid-semester to assess employee’s ability to adequately resolve issues of unsportsmanlike behavior, and additional training will be supplied where employees are found lacking

NON-STUDENT FANS Primary Message: Encourage LDS local community members to play a role as responsible citizens in their

21


communities, including becoming informed about the conduct expectations to fans in BYU events

Secondary Messages: - - - -

Mormon community located in Provo Utah that attend BYU sport events should understand clearly the conduct expectations required to a BYU fan They should be examples of respect toward other fans and all people around them Disruptive behavior creates bad reputation on BYU’s fans and by consequence LDS community as well Invite local LDS community to get involve in BYU sport events as a family activity

Primary Message: We embrace the spirit of sportsmanship at BYU

Secondary Messages: - - -

Parents who take their children to any BYU sport should educated them con cerning a the conduct expectations of a BYU fan Provo Utah an example of sportsmanship. The community of Provo is able to be a great host and welcomes any other visitors that attend sport events Visitors should feel a great spirit of sportsmanship when they are in town

Strategy One: To emphasize the importance of sportsmanlike behavior by all fans through mass media

Tactics: - - - - - -

VNR and press release about Sportsmanship Commission, and the need for non-student representation sent to local TV stations and newspapers BYU radio spot about the importance of showing respect Twitter account to send tips and recommendations about sportsmanship guide lines to followers Hotline to hear more about sportsmanship guidelines, share positive sportsman ship experiences and anonymously report instances of bad sportsmanship BYU athlete autograph signing event with community Iphone application linking to NCAA sportsmanship guidelines, and post-game evaluations

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CALENDAR

CALENDAR

Key
Public

Sept. Month Week 1
2
3
4
5

Oct. 1
2
3
4

Nov. 1
2
3
4

Dec. 1
2
3
4
5

Jan. 1
2
3
4

Feb. 1
2
3
4

Mar. 1
2
3
4

Apr. 1
2
3
4

FRESHMAN 


Strategy:

To
mo*vate
freshmen to
adopt
sportsmanlike
behavior trough
New
Student
Orienta*on
and
the Office
of
First
Year
Experience. =ac>c?:


Visit
of
Athlete
to
NSO Sportsmanship
video BYU
Fan
Code
of
Conduct
Brochure Posters
"Congeniality
between
teams"


X
 
X
‐
X 
X
‐
‐
X 
X
‐
‐
‐

X


 



X

‐

X

Email
"Self
evalua*on
invita*on"



X‐
‐
‐
‐
X 



X

‐

X

Strategy:
To
educate
freshman
about proper
sportsmanlike
conduct through
the
use
of
mass
media and
campus
communica*ons.
 =ac>c?:

Email
to
Freshmen: BYU
Fan

Code
of
Conduct Join
Facebook
Group Join
Youtube
Channel BYUSports
Fan
Blog. Tistribu*on
of
material:
Frosh
Week Posters
during
Frosh
Week







X 





X 





X
‐
X 
X

‐

‐

‐ 
X


 
X


‐

‐

‐

X

UPPERCLASSMEN Strategy:
To
mo*vate
Upperclassmen to
model
proper
sportsmanslike
conduct through
campus
communica*on
and
 social
media. =ac>c?:

Invite
Students
by
email
to: Join
BYU

Sports
Fan
on
TwiWer Links
to
Facebook
page Links
to
BYU
Fan
Blog







X
‐
X 





X
‐
X 





X
‐
X

23


24


BUDGET

Freshmen

Upperclassmen

Student Athletes

25


Ushers and Security

Non-Student Fans

26


EVALUATION TOOLS

CRITERIA Disruptive behavior reduced by 50%

BYU Police records of reported incidences

Awareness of sportsmanship guidelines and expectations at 50%

Survey

Sportsmanship rated as moderate or better by 90% of people

Survey

60% of people say sportsmanship has improved in the last year

Survey

Self-reported good sportsmanship is at 60%

Survey

Awareness of Sports and Sportsmanship Commision is at 60%

Survey

75% of students approve of studentathlete behavior

Survey

27


Poster

28


Facebook Group

29


YouTube Channel

30


Blog

31


Game Commercial

Production: Client:

BYU Athletics- Sports Video BYUSA

Writer: Date:

MBMG Communications 04/02/10

Page 1 of 1

RISE AND SHOUT COMMERCIAL (30 sec.) VIDEO COLD OPEN TO UNIVERSITY STUDENTS SIT IN A LARGE, CROWDED CLASSROOM, TAKING NOTES

Time AUDIO 0:00 (LECTURE IN BACKGROUND)

SPEAKER WRAPS UP PRESENTATION TO STUDENT APPLAUSE

0:03

PROFESSOR STANDS, SPEAKS

0:06

Remember, your term papers are due tomorrow

STUDENTS STAND, THROW PAPER AND OTHER SMALL OBJECTS AT PROFESSOR

0:09

BOOING

PROFESSOR LIFTS HANDS TO WARD OFF FLYING OBJECTS, IMAGE FADES TO…

0:11

CLASS BOOING TRANSITIONS TO BOOING AND HOLLERING AT A GAME

APPLAUSE, WHISTLES BELL SOUNDS

BASKETBALL GAME FOOTAGE, 0:13 FUZZY AND OUT-OF FOCUS

BOOING AND HOLLERING [TEXT SUPER] There’s a definite line between being a fan and being foul.

FOOTAGE COMES INTO FOCUS, 0:18 BYU FANS THROWING THINGS ONTO THE COURT FOLLOWING UNM GAME

BOOING AND HOLLERING FADE

FOOTAGE OF BYU FANS CHEERING LIVELY, SIGNS WITH POSITIVE MESSAGES VISIBLE

COUGAR FIGHT SONG IN BACKGROUND Rise and Shout… Be loud, be proud, but be positive!

0:23

Don’t Cross it.

32


Radio PSA

Radio
Public
Service
Announcement
(PSA)
 
 SPORTSMANSHIP
 :
60
SECOND
SPOT



A GAME IS TEMPORARY ENTERTAINMENT FOR EVERYONE. IN THE END, THE RESULTS OF THE GAME DON’T MATTER. WE ALL NEED TO REMEMBER THAT THE STANDARDS ARE ALWAYS THE SAME, WHETHER YOUR TEAM LOSES WITH DIGNITY, OR WINS WITH GREATNESS. GOOD SPORTSMANSHIP BRINGS RESPECT TO YOUR COMMUNITY, YOUR SCHOOL, AND MOST IMPORTANTLY, YOURSELVES. THERE CAN ONLY BE ONE GAME WINNER, BUT EVERYONE CAN BE A GOOD SPORT IN EVERY CONTEST. DEMOSTRATE RESPECT TO EVERYONE AROUND YOU AND YOU WILL BUILD A BETTER ENVIRONMENT. SOME WILL BE WINNERS ON THE FIELD, WHILE YOU CAN BE A CHAMPION IN LIFE. COUGAR TOWN IS THE PLACE WHERE SPORTMANSHIP BLOSSOMS. FOR MORE INFORMATION ABOUT CONDUCT GUIDELINES ON SPORTS EVENTS CALL: 801- BYU FANS A PUBLIC SERVICE MESSAGE BROUGHT TO YOU BY BYUSA 


33


Press Release

BYUSA Contact: Johnny Sportsman Tel: 555/422-2222 Email: j.sportsman@byu.net

FOR IMMEDIATE RELEASE

BYU SPORTSMANSHIP COMMISSION SEEKS COMMUNITY REPRESENTATION PROVO, Utah (BYUSA Communications) Sept 1, 2010—A new season of BYU Athletics is underway, and the BYU Sports and Sportsmanship Commission needs three non-student fan representatives to sit on a fan advisory committee. The positions are volunteer and open to any member of the community who regularly attends BYU athletic events and can attend bi-monthly meetings. “BYU has a proud tradition of being good hosts and quality sportsman, but we are always striving to improve,” said the fan committee chair Johnny Sportsman. “Here at BYU, many of us are familiar with the notion of Good, Better, Best presented by Elder Dallin H. Oaks during general conference a couple of years ago. The purpose of the sports and sportsmanship commission is to put that concept into action when it comes to the sportsmanship behavior of our student athletes, coaches, and fans,” Sportsman said. The Sports and Sportsmanship Commission was created in 2005 as a partnership between BYU Police, administration and athletics department to address cases of bad sportsmanship. The Fan Advisory Committee was established in 2008 with help from the BYU Student Association, to address sportsmanship at BYU in a proactive manner, and has since grown to include representatives from all student age-groups, faculty, student athletes, coaches and trainers. Centered on student leadership, BYUSA aims to engage students in positions and activities that provide a sense of belonging, refine skills and talent, and generate a commitment to lifelong service and meaningful contribution through divine-centered leadership. ### If you would like more information about the commission, or to schedule an interview with Johnny Sportsman, please contact Jenny Goodsport at 555/422-2222 or e-mail j.goodsport@byu.net

34


BROCHURE

Good, Better, Best: Sportsmanship at BYU “Ask yourself is it right or wrong and act accordingly.� Otto Graham, Jr.

Be Loud! Be Proud! Be Positive! Fan Code of Conduct BYU Athletics is committed to creating and maintaining a safe, comfortable, positive and family-friendly sports experience at all venues. The following guidelines have been established regarding fan conduct.

As students at Brigham Young University, you are held to a higher standard of behavior.

- Fans will enjoy the sporting experience free of foul, obscene or abusive language, gestures or signs. Those wearing indecent clothing will not be admitted.

We have a proud tradition of being good hosts, and we look to you to help us continue that tradition.

- Fans will not consume alcoholic beverages. Those appearing intoxicated will be denied enty or will be subject to ejection from sporting venue.

GET IN THE GAME! Facebook: BYU Sports Fan Twitter: BYU Sports Fan YouTube: BYU Fan Contribute to the blog: TrueBlueCougarFan.blogspot

- Fans must not go into playing area, throw objects into playing area or interfere with play in any way. Violation will result in immediate ejection and/or arrest - If sitting in a reserved seating area, fans will sit only in their ticketed seats and show their tickets when requested - Fans will comply with requests from staff regarding venue operations and emergency response procedures - Fans should report any innappropriate behavior to the nearest usher or security guard or by anonymous text message to 422FANS - Failure to adhere to the Code of Conduct provisions may result in ejection without refund, revocation of season tickets, arrest and/ or prosecution

35


iPhone application

BYU Sports Fan Application for the iPhone includes expectations of good sportsmanship.

36


Ticket

NOTICE: By purchasing this ticket you are agreeing to comply with requests from athletics facilities staff regarding stadium policies and emergency response procedures. You also agree to behave in a lawful manner to avoid incidents in the stadium and in the parking lots, as well as avoid foul or abusive language, and intereference with the progress of the game.

37


MGMB Group Campaig