Presentation slides

Creative sport events in shaping
the image of a higher school
(on example of the Jerzy Kukuczka Academy of Physical
Education in Katowice, Poland)
Rados aw Folga
Justyna Maci g
Agnieszka Smykla
What is the image and
the identity?
IDENTITY: set of attributes and structural and
functional properties that clearly and effectively allows to
specify its position on the market
IMAGE: the sum of beliefs, ideas, impressions that the people
have of a place (Ph. Kotler)
The image that was formed by direct and indirect contacts
with the city in the minds of its inhabitants or members of other
social groups (M. Lalli, W. Plöger)
2
The image should …
be Valid – if a place promotes an image too far from reality, the
chance of success is minimal
be Believable – people must be ready to believe it, avoid the shocking
statements, although it may be more effective – it grabs attention
be Simple – if the place promotes too many images of itself – it leads
to confusion
have Appeal – image must suggest why people would want to live
here, visit, invest
be Distinctive – image works best when it is different from other
common themes, there are many overused words as „the best place
to invest”
Why higher shools shape their
image?
• To order, create and control information about school
transmitted to its environment (create a school brand).
• To attract new students, investors, donators, employees
(teachers, researchers, clerks, managers).
• To built and hold strong position in its internal and external
environment (in local society, country, abroad).
• To take advantage associated with brand and prestige - a
real advantage
Tools for communicating an
image
• A. Slogans – short phrases that embody an overall vision of the place,
provide platform from which the image can be further amplified
Themes – used to drive specific marketing programs addressed to
specific audiences
Positions – image that communicates benefits, unique attributes that
make the place stand out among the other places
• B. Visual symbols – elements of architecture, nature, celebrities,
cartoon character, visual image strategies: diverse, humorous,
denying, consistent
• C. Events and deeds – can be bold or on the quiet side, should
influence the audience
Types anf forms of events
organised in higher education
schools
Types of events
• Didactic events
• Scientific events
• Cultural and entertainment
events
• Charity events
• Sport events
• others
Forms of events
•
•
•
•
•
•
Open days for candidates
Knowledge and skills contests
Meetings, conferences
Shows, exhibitions
Sports championships
others
Creativity in shaping school’s image
HEI’s creativity can be defined as its ability to develop new
ideas, values, relationships, projects, solutions in the fields
of education, scientific research, administration and
organisation.
Schools expose their creativity in these of fields which are
important for shaping the desired image in the
environment.
Creative sport events in shaping
the image of Academy of
Physical Education in Katowice
Presentation of Academy of
Physical Education in Katowice
Academy of Physical Education in Katowice was founded in
1970, since 2008 it bears the name of born in Katowice
Polish famous mountaineer Jerzy Kukuczka.
To celebrate this fact, since 2008 there has been organised
a unique running sport event named The Kukuczka’s
Running.
Runnig events organised by
Academy
Currently, it has the form of a year-round sporting event consisting of:
1.The Katowice Running Festival which is held once a year; it includes:
• The Kukuczka’s Running - a distance of 42,195 meters,
• The Children Relay Running at a distance of 115km 876m – a distance is
the sum of all eightthousanders on the Earth, which were taken by
Kukuczka,
• The VIP Running over a distance of 2 km - Charity events,
• 24 Hours Run or 48 Hours Run
2.The Polish Championships in 24 Hours Run
3.The monthly running events: Running Crown of the Himalayas 2011 , Wild
Panewnicki Halfmarathon 2011 and 2012, Running Crown of Earth 2012.
The problem and the aim of the
research
• The aim of this research was to analyse the use of a creative
sports event to change the school’s image in its internal and
external environment.
• In the study the following research problem was formulated: Did
creation of a unique, cyclic, international sporting event help to
change and build positive Academy image in its internal and
external environment?
The hypothesis and research
questions
Presented hypothesis stated that:
A creative sports event is an effective tool in shaping and
improving the school’s image in the environment.
• There were following research questions formulated:
1.Has the sport event organisation changed the Academy’s image
and improved its relationships with its external environment?
2.Has sporting event changed the Academy’s image in the eyes of
employees and students?
Methods and scope of the survey
• Methods of desk research and technics of questionnaire and
observation were used in these researches.
• The survey was conducted among participants of The
Katowice’s Running Festival
Runners (originating from Poland and other countries)
Famous sportsmen - Olympians
Students of Academy of Physical Education in Katowice
Academy’s emploees,
Rector, deans, chancellor and other representatives of
Academy’s authorities
Patronage of the city and voivodeship authorities
Results of the research
Results of Polish and foreign
runners research
Do you agree with following
statements?
S1 Organisation of running sport events contributed to
positive change in the image of AWF in the city
S2Organisation of running sport events contributed to
positive change in image of AWF in the Silesia
S3Organisation of running sport events contributed to
positive change in image of AWF in the country and
outside.
S4Running sports events have become a distinguishing
feature of AWF in the its external environment
S5Organisation of running sport events caused AWF is
being more recognised in its external environment
S6Participation in running sport event is prestigious for
me.
S7Running sport events organised by AWF are unique.
S8Running sport events organised by AWF are well
prepared.
Results of Polish and foreign
runners research
Has participation in the running sport event resulted in increase of
your interest in performance of AWF in Katowice?
The results of research conducted
among local authorities
Organised running events surely had positive impact on positive perceiving
AWF in Katowice as a partner and solid organiser of such events. Without
doubt running events are used to propagate physical culture, active lifestyle
in free time. They turn our attention to health area of physical effort. Running
events are used to promote the academy, city and region, they gather
participants who, in order to take part in them have to come there hence pay
a visit to said city/region. (Bartek Bober from Zabrze City Hall )
The results of research conducted
among local authorities
Organisation of running events cycle has changed through AWF’s
image perception of the city of Katowice as runner friendly, hence
sport promotion friendly. The same reason has coused AWF more
recognisable for city’s inhabitants. It is very hard to point coefficients
determining rational benefits coming out from organised races. For
sure one can encounter broadening of sport events palette ( including
active relax) in the city of Katowice which is represented in the events
calendar. Therefore, organised running events are a strong positive
element of prepared Strategy of Sport Development for the city of
Katowice. One should mention that due to its broad activity on the
area of Katowice AWF has found its well exposed place in the aforesaid
project. The present image of AWF related also with students’
achievements I evaluate as very good. ( awek Witek Katowice City Hall)
The results of research conducted
among students
Do you agree with following
statements?
S1 Organisation of running sport events contributed to
positive change in the image of AWF in the city
S2Organisation of running sport events contributed to
positive change in image of AWF in the Silesia
S3Organisation of running sport events contributed to
positive change in image of AWF in the country and
outside.
S4Running sports events have become a distinguishing
feature of AWF in the its external environment
S5Organisation of running sport events caused AWF is
being more recognised in its external environment
S6Participation in running sport event is prestigious for
me.
S7Running sport events organised by AWF are unique.
S8Running sport events organised by AWF are well
prepared.
The results of research conducted among
Academy employes and authorities
The public in majority had no opinion regarding the Academy, perceiving it as any other in the city,
available only for its listeners. [Running events] visibly brought the Academy closer to people not
related with it. The Academy has become more recognisable and society-friendly. Figure of the
Academy’s Patron by the means of organised „Biegowa Korona Ziemi” („Running Crown of Earth
and Himalayas”) has became presented closer to the public. Many people have taken part in their
first marathon run ever, owing thanks to AWF Katowice for enabling them participation on spot,
without any significant costs. Many students decided to practice running thanks to periodic runnning
events. Thanks to those events Katowice were visited numerous times by people from all the country
and from Belorussia, Czech Republic, Slovakia and Serbia. Our region is associated with support for
mass events. Recreational character of many events) allows people who have never been running
before to try their chances and many of them sticks to that healthy life style permanently. One can
run regardless the age and sex – this method of preventive health treatment is decisively more
effective than any informing action. This course of action should be encompassed into the regional
development strategy in order to allow bigger group to spend their free time with sport. There is no
other academy in Poland which organises running events by itself with such frequency and rank
(Championships of Poland in 24 hour run, in proximity World Championships in 24 hour run.
The academy realises its mission promoting development of physical culture amongst its listeners
and city and region inhabitants as well. ( August Jakubik, one of the running events founders in AWF
Katowice ).
Other opinions
Without doubt, such events has had positive impact on the Academy’s
image, even if considering the fact of interest the media pay to the
academy which promotes active ways of spending free time. In sport
and amateur environment there are often mentioned contests
organised in Dolina Trzech Stawów by AWF Katowice and announced
as „worth seeing”. I think the number of participants alone speaks for
big interest of runners themselves and positive comments regarding
technical organisation of the games. (Sylwia Ja kowiec – an olympian
in Cross-country skiing – Vancuver 2010, )
The main conclusions drawn from the
studies
• Organisation of running sport events effectively has changed
and improved Academy’s image in its surrounding. The academy
is regarded as an open organisation, active originator and
participant of actions in scope of recreational and high
performance sport. Results of runners investigation pointed out
that participation in events resulted in increase of interest in
dydactic, scientific and publishing offer of the Academy. Running
sport events has become an Academy’s trademark,
distinguishing it in the international surroundings - evidence of
that is granted by International Association of Ultrarunners organisation of the IX World Championships in the 24-hour race
and the XVIIIth European Championships in the 24 - hour race in
2012.
• The change of Academy’s image is also perceived by its students
Thank you for your attention