AMA case competition / University team project / Proposed strategy
From a passing clip
to following the game.
Our University of Cincinnati team placed third out of 110 submissions. My focus was strategy, measurement planning and KPI design.
- Context
- University case competition
- My contribution
- Strategy and measurement
- Plan
- 18-month proposal
- Outcome
- Team competition result
Chicago.
110 submissions.
One team result.
01 / The research foundation
The strategy began
with the team’s research.
How could baseball become more relevant to Gen Z? Our team explored what makes the sport difficult for a new fan to enter and keep following. Interviews and surveys informed the proposal. These are collective research figures, not a claim that I conducted every research activity.
02 / My part
A strategy needs a way
to tell how it’s doing.
My contribution centred on strategy, measurement planning and KPI design: thinking about what the proposed approach needed to achieve and how its performance would be evaluated.
An explanatory relationship, not a reproduction of the private campaign plan.
Strategy
We planned an audience journey from discovery to understanding, following and participation. The intent was to make entering and following the game easier, beyond a short first exposure.
Measurement
Reach and video completion would describe discovery. Repeat viewing at 30 and 60 days would help evaluate returning interest.
From the finding to the measurement plan
A first look is
only the beginning.
Our research pointed to a context problem. A new viewer needed to understand the moment and find a reason to follow the game. I helped connect that strategy to measures that could distinguish discovery from returning interest.
DiscoverWhat am I watching?
Reach the intended audience. Then check whether the first encounter holds attention.
Proposed measures: target-audience reach, video completion and shares.UnderstandWhy does this matter?
Help a viewer move from a short moment to the longer game.
Proposed measures: short-to-long viewing and first full-game or extended-highlight viewing.Want to followWho am I coming back for?
A player or team gives someone a reason to return. The measurement plan needs to distinguish that return from another first exposure.
Proposed measures: player or team following and repeat viewing at 30 and 60 days.Take partHow do I get involved?
Evaluate participation over time, including whether someone takes part again.
Proposed measures: participation, repeat participation and games followed per season.Public summary of a proposed audience journey. These are measures we planned, not results from a launched campaign.
Proposal and presentation
Research into a plan.
Then into the room.
The team developed an eighteen-month proposal and presented it in Chicago. We placed third out of 110 submissions. The strategy was a proposal, not a commercially launched campaign.
Explore the independent retention analysis ↗“In high-pressure moments, Aaryan remained calm, confident, and composed.”