DAYTONA BEACH , Fla. – Bethune-Cookman College quarterback Jarod Rucker helped out the Daytona Beach Thunder recently, but it had nothing to do with his on-the-field abilities.

The Wildcat signal caller was one of 12 B-CC marketing research students whose class project was a market analysis of how the Thunder could improve its efforts to draw the African-American community to attending games in the 2007 season.

“We’re always going to have a strong relationship with Bethune-Cookman because of players,’’ said Thunder owner Antone Smothers. “After this presentation, I can see a greater relationship with front office needs as well. I was very impressed with the students’ professionalism and attention to detail. We appreciate their diligence in assisting us. I know I’m coming back to the School of Business to make some a serious run at getting quality interns."

Dr. Betsy Kruger’s marketing research class utilized the semester on the project. In October, the class held a community-wide focus group/roundtable discussion that gave Thunder additional insight to marketing ideas.

On November 30, the class presented  its finding, with each student discussing their methodology, survey data and analysis.

Surveys showed that the best way to work the African-American market was “to go them” and utilize grass roots marketing techniques such as flyers and community appearances.

Rucker, ironically, anchored the presentations and had to politely turn down the Thunder’s pitch for a contract offer – he’s entering law school after graduation  -- during his time at the podium.

“So what kind of effect would us signing a Cookman quarterback who threw five touchdowns against South Carolina State and put up 70 points on ESPNU have on our team?’’ Smothers asked.
 
“I’ll get back to you on that,’’ Rucker replied.

“We’re going to have to find another quarterback,’’ Smothers said. “But we could use a good lawyer down the road.”

View The Group's Findings  [.doc format]

View The Research Data [.xls format]