Laura Wood

Segmenting Volunteer Fundraisers at a Charity Sport Event

Charitable organizations are increasingly using sport events as an approach to generate funds and raise awareness. Researchers have suggested that sport events are particularly attractive to volunteer fundraisers because they provide an opportunity to engage in two meaningful activities simultaneously. The purpose of this study was to address this largely untested proposition by assessing the presence of various segments of participants based on an identity defined in part by fundraising for the cause and/or cycling. Additionally, how these profiles differed based on the amount of funds raised, length of participation with the event, and basic demographic variables were also examined. The results suggest that four different segments existed, labeled event enthusiasts, cause fundraisers, road warriors, and non-identifiers. These segments differed in the amount of funds raised and their length of involvement with the event. As such, this study demonstrates the value of segmenting volunteer fundraisers based on event-related identities.

Playing Our Way: Contributions of Social Groups to Women's Continued Participation in Golf

This study builds upon research on leisure based social worlds and recent work identifying the potentially valuable roles of social groups in womens continued participation in recreation. This study is an ethnography of a group of women who regularly played golf. Data were analyzed using a grounded theory approach. The analysis suggested two overarching themes that explained persistence in golf for these women: connecting with group members and constructing a group culture. Importantly, the processes that facilitated the development of group connections were also identified, thereby adding a further understanding of how socializing is made possible in leisure contexts.

Constraints and negotiation processes in a women's recreational sport group.

Abstract Although research has found that people prefer to participate in recreation with others, work examining constraints to participation have primarily taken an individual perspective. Thus, this study examined constraints and negotiation strategies in a self-organized womens recreation group. Data were collected using in-depth interviews, informal interviews, and participant observation and were analyzed through a grounded theory approach. The findings highlight six constraint themes that affected the group. The findings describe how the group collectively employed strategies that enabled them to negotiate most constraints and how circumstances shaped the development of negotiation strategies over time. The challenge of delineating constraints strictly into intrapersonal, interpersonal, and structural themes is also highlighted.

Sport events and happiness: towards the development of a measuring instrument*

ABSTRACT The purpose of this study was to create a measuring instrument to capture happiness in the context of events and test it in the context of two non-mega-sport events. Three groups of residents were distinguished (event 1: Ontario Summer Games (OSG); event 2: Ontario 55 + Summer Games (55 + SG); and a control group, unaware of events: CONTR). Residents who did not attend the events were surveyed in public places in order to find out whether the mere hosting of these events had the potential to impact their happiness and well-being. The theoretical construct of subjective well-being was used to develop a survey to measure happiness and well-being holistically. Four components were developed: overall level of happiness (one item), satisfaction with important domains (three items), and specific emotions recently experienced (i.e. affect dimensions, eight items). Exploratory factor analyses confirmed one construct for satisfaction; and two constructs for the affect dimensions: positive affect (three items) and reversed negative affect (five items). ANOVAs revealed that residents aware of the 55 + SG, an “older age” sport event, reported significantly higher levels of overall happiness and satisfaction than the control group. Moreover, the 55 + SG showed significantly lower levels of negative emotions than the OSG and control groups. The results do not strongly support the notion that different types of events affect residential happiness in different ways. Future research should explore the impacts of other types of sport events on residential happiness and well-being, and account for socio-demographic factors, involvement with the event, and the weather to more precisely discern the impacts of events on residential happiness.

Managing women’s participation in golf: a case study of organizational change

Abstract The purpose of this study is to develop an understanding of the success factors and challenges associated with implementing a change initiative aimed at increasing women’s continued participation in golf. Drawing on an integrative model of organizational change as a framework, this study employed a case study approach using qualitative methods to examine one golf course’s change to existing women’s golf leagues. Data were collected through focus groups with club staff and participants in the golf league. Findings describe a process of innovation in response to political and functional pressures, a systematic effort to plan and sell a new vision, and the reasons behind the successful adoption by the members. This study has relevance for sport organizations tasked with increasing women’s participation. Caution, however, should be exercised in extrapolating the findings to all sport organizations as this is a single case study.

Emerging Adults with Chronic Illness Pursuing and Enhancing Leisure

The purpose of this study is to develop an understanding of the adjustment process undertaken by emerging adults living with a chronic illness in their pursuit and enjoyment of leisure. A theoretical focus is placed on the processes of selection, optimization, and compensation. Semi-structured interviews were conducted with 27 participants who have a chronic illness. Participants’ experiences were rooted much more in triumph rather than loss. Selection was influenced by a consideration of uncertainty, a desire to avoid potential embarrassment, and an acceptance or rejection of constraints. Three types of approaches that helped them optimize their leisure experience involved participants shaping their perspectives about leisure and life, enhancing resources to make leisure possible, and by living through pain and discomfort. Responding to challenges that might otherwise limit their participation or enjoyment in leisure, participants prepared for possible incidents, received support from others, and confronted negative situations.

The impact of constraints and negotiation strategies on involvement in intramural sport

Research has examined how constraints and negotiation strategies influence behavioural components of participation in a given activity, with limited attention to how these strategies impact the development of involvement. Previous work has also tended to examine involvement at the aggregate level. The purpose of this study was to determine the effects that constraints and negotiation strategies have on individual facets of involvement, namely, attraction, identity affirmation, identity expression, centrality, and social bonding. Students participating in a university intramural sport programme (N = 237) at a large Canadian university completed a written survey that investigated the constructs of involvement, constraints, and negotiation strategies. Findings determined that each facet of involvement was impacted differently, with some commonalities between facets. This study has implications for practitioners developing strategies to enhance participation in intramural sport.

Communicating with young people in the sport industry: Practitioners insight

The purpose of this study was to examine communication strategies utilized by marketing practitioners when targeting tweens (aged 9-14) in a sport context. The examination’s main objective was to determine whether these strategies are similar to those depicted in the literature. Using Kotler et al.’s (2002) five-stage model for effective communication, practitioners’ viewpoints of what constitutes an effective communication strategy were studied through the use of semi-structured interviews (N=5). Results revealed the benefit of using technology in a communication platform, and the need to be up-to-date with the technologies used by youth. Another key finding relates to language. The youth market has a well-developed method of communicating with each other, and in order to reach and penetrate this group, marketers need to be well versed in the use of this language. Communicating with Tweens 2 Communicating with “tweens” in the sports industry: Practitioners’ insights The youth market has attracted the attention of an array of marketing professionals who have realized the lucrative nature of market involvement (Goldburg, Gorn, Peracchio, & Bamossy, 2003). Although the youth market is highly desirable, it is difficult to both reach and influence (Bennett & Lachowetz, 2004). Research has identified different age groups that constitute the youth market and one of them is referred to as the “tween” group that is composed of youth between the ages of 9 to 14 years (Lindstrom, 2004; Lindstrom & Seybold, 2003; McNeal & Ji, 2003). This study focused on this market segment due to its size, spending power, and interest from marketers (McNeal, 1999; McNeal & Ji, 2003). The terms “youth” and “tween” will be used interchangeably within this study. One of the major challenges is that the tween market is known as being a savvy group that is constantly searching for the newest products and has extremely poor attention spans (Newall & Steele, 2002). The tween market is also highly sought after due to the potential to develop brand loyalty from a young age (Moore, 2004; Pechuex & Derbaix, 1999). Thus, the products that youth associate with during these years are the ones that they continue to associate with throughout the rest of their lives. When marketing to this market segment, having a well-developed communication strategy is extremely important in order to reach and influence youth. Kotler, Armstrong, and Cunningham (2002) identified five stages of effective communication that an organization should follow in the development of an effective communication plan. These stages are market selection, message design, choice of communication channel, selection of influencer, and collection of feedback. The framework represented in Figure 1 is based on the work of Kotler et al. and provides a visual representation of the steps necessary for successful communication. Communicating with Tweens 3 -----------------------------------Insert Figure 1 about here -----------------------------------In the past few years, academics have paid a significant amount of attention to the practice of marketing to youth (Lindstrom & Seybold, 2003). The studies that have been conducted have primarily focused on collecting information directly from youth in the form of interviews and observation (Geraci, 2004). However, Grant (2004) noted that less attention has been given to the developers of youth-centered marketing communications strategies. The practitioners’ viewpoints have been described as important as they “play a significant role in interpreting the desires and wishes of, and then devising communication strategies targeting young people” (Grant, p.592). Within sport marketing research, limited studies have specifically examined the youth market. Research that has been conducted is limited to participation in extreme sports and key influencers (Bennett & Lachowetz, 2004; Stevens, Lathrop, & Bradish, 2003) and has yet to examine the communication process as it relates to youth sport marketing. A successful method for effectively communicating with the youth market would be through the utilization of Kotler’s model (2002). Therefore, this study seeks to identify successful strategies as perceived by practitioners for each stage of Kotler et al.’s five-stage communication process with a focus on the youth sport market. Five-Stage Communication Process Applied to the Youth Market Market Selection The youth market is composed of a multitude of different age groups and individuals at varying stages of development. Following the seminal work of Smith (1956) surrounding the Communicating with Tweens 4 benefits of market segmentation, more recent research (e.g., McNeal, 1999) has identified that when developing a strategy for communicating with youth, practitioners should develop a multidimensional segmentation strategy in order to reach them more effectively. Kraak and Pelletier (1998) identified that segmenting allows the marketer to identify groups based on attitudes, interests, and behaviours. The most common approach taken by marketers is to segment youth based on age; however, other methods include gender, socioeconomic status, and ethnicity (Kraak & Pelletier). Message Design The language that tweens utilize for communicating both verbally and in written format is referred to as ‘tweenspeak’ (Lindstrom, 2004; Lindstrom & Seybold 2003; McDougall & Chantrey, 2004). This language involves the use of a new lexicon by combining icons, illustrations, and phrases in a completely new manner and it is shared and comprehended by tweens around the world (Lindstrom; McDougall & Chantrey). Examples of this new lexicon include POS, which stands for ‘parent over shoulder’ and LOL, which stands for ‘laugh out loud.’ The development of this new language requires marketers to also become familiar with the intricacies that are associated with it. If a marketer attempts to utilize this language and does so incorrectly, it could be disastrous for the organization. Stone, Stanton, Kirkham, and Pyne (2001) identified that when creating messages for communicating with youth, marketers must ensure the message is emotionally engaging. Regardless of the channel utilized to convey the message, youth need to have the opportunity to connect with the brand emotionally as it enables them to trust it (Stone et al.). Youth also like to be entertained and the use of humor in messages targeting this group is an extremely effective method for reaching them (Kramer, 1999). Channel of Communication Communicating with Tweens 5 The tween market does not wish to be informed via traditional channels such as print because they are interested in seeking information regarding brands from channels that are made available to them at all times of the day, such as the Internet (Lindstrom, 2004). This market expects their brands to operate the same hours as they do and requires their lives to be both interactive and instantaneous (McDougall & Chantrey, 2004). As a result, brands are becoming increasingly accessible through the use of electronic screens, pocket computers, mobile phones, and personal computers (Lindstrom & Seybold, 2003). The level of interaction available with the digital channel enables the development of an emotional connection with the brand that can aid in the development of future brand associations and brand loyalty (Stone et al., 2001). Influencers Wellner (2002) identified that for youth ten years and younger, the mother still remains a highly influential individual in their lives. Stevens et al. (2003) found that when asked to select a hero, youth – aged X to Y identified their mother and father more than any other individual, celebrity, or athlete. Lindstrom and Seybold (2003), on the other hand, identified that tweens are more subject to pressure from peers than from adults or any other age group. One of their biggest concerns is standing out alone from others and being or appearing to be different (Lindstrom & Seybold). McDougall and Chantrey (2004) identified that eight in ten tweens need to feel that they are a part of a group and the group’s decision often prevails over individual desires. Tweens as individual consumers are less likely to develop relationships with individual brands unless they are also of interest to their friends (Attwood & Elton, 2003; Lindstrom & Seybold). Peer pressure has the influence to determine how tweens behave and the brands with which they choose to be associated. It has been shown that successful tween brands have a welldeveloped peer-to-peer component in their communication strategies (Lindstrom & Seybold). Communicating with Tweens 6 Kraak and Pelletier (1998) identified that heroes, heroines, and role models have the ability to motivate youth to purchase products and services. Stevens et al. (2003) found that sports figures are commonly identified as heroes among the youth market. Youth admire these influencers and look to them for their opinions regarding brands. The celebrities that youth admire have been found to be entertainers or athletes (Kraak & Pelletier). In fact, the use of athletes as endorsers has become a well-utilized marketing strategy in the sport market in the last ten years (Stevens et al.). Brands such as Nike have utilized ‘cool’ tween artists and athletes as vehicles for adding value to their product launches (Lindstrom & Seybold, 2003). This has enabled Nike to remain a strong competitor in the tween market as they have been able to identify individuals that have a strong influence over these consumers. Further, it is evident that youth respond positively to athletes as research has identified that the youth market segment has an elevated interest in athlete celebrities (Stotlar, Veltri, & Viswanthan, 1998). Thus, a variety of influencers are being identified, going from mothers, over peers, artists and athletes. Feedback Collecting feedback from youth provides the marketer with insights into the opinions and p