Spring 2014
University of Michigan

In the spring of 2014, FOX Sports U students at the University of Michigan proposed campaigns to elevate the presence of the Detroit Tigers Fan Club. The challenge was to leverage the appeal of the Detroit Tigers and media assets of FOX Sports Detroit to increase awareness and subscriptions to the Fan Club. The quantitative goal was to drive the Detroit Tigers Fan Club into the top 50th percentile of MLB Fan Clubs. Students designed campaigns including on-air, digital, grassroots, print, radio and out-of-home executions using research-focused and conceptual development methods.


David Wooten

David Wooten is the Alfred L. Edwards Associate Professor of Marketing at the Stephen M. Ross School of Business at the University of Michigan. He earned his Ph.D. and MBA degrees from the University of Michigan and a BBA degree from Georgia State University. Prior to joining the Ross Faculty, he served on the faculties of Columbia University and the University of Florida. Before pursuing an ...See More