2014 sma conference case study bowl msu
TRANSCRIPT
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ASPIRE GROUP
CASE STU
DY BOWL
M O N T C L A I R S
T A T E UN I V
E R S I TY
E D W A R D S I MO E S
S E A N F E R R I S
A L E X I S M
A R R E R O
S A M A N T H A SK U D E R A
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BRIEF OVERVIEW Struggling team in SW conference 23% decline in tickets sold in last 5
years Problem with season ticket retention Limited amounts of game packages Poorly organized ticket-operations
team Poor stadium arrangement
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Director of Ticket
Operations
Assistant Director of Renewals
Intern*
Assistant Director of
Season Ticket Sales
Intern
Assistant Director of Individual
Ticket Sales
Intern
Graduate Assistant
(Box Office Tasks)
Intern
NEW ORGANIZATIONAL CHART
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NEW STADIUM LAYOUT
Moves students to the end zoneRelocates recent alumni to corners next to students
Adds two more sideline sectionsAdds one more general admission section
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NEW STADIUM LAYOUT
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Packard University 2014 Ticket Package Menu
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DYNAMIC PRICING
Will use QCue/Digonex before season Fluctuate base ticket based on: day,
time, opponent, and weather Price will never go below season
ticket prices Only on rare occasions will the price
dip below 3-game value Will be competitive with secondary
ticket selling markets Can accept or reject Qcue/Digonex’s
suggested ticket price
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MOTIVATION TO PURCHASE TICKETS Dynamic pricing and season ticket packages Packages
Season Ticket Package 3 Game Package Student Package
Pack 1: Home opener, premium game, standard game Pack 2: Biggest rival, standard game, value game
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PROMOTIONAL GAMES & SEATING
Game Day Promotions Breast Cancer Awareness Homecoming/ Family Day Blackout Game Honoring graduating seniors at halftime Pre-show traditions
Marketable Sections Family Section - General admission and
open end zone sideline Recent Alumni- 112-114, 119-121
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PROMOTIONAL OUTLETS
Packard’s website and social media College and local newspapers Alumni Newsletter/Committee South West Conference television networks and
local channels Retention and recruitment phone calls Back of tickets
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SOLUTIONS Stronger marketing techniques for
game day promotions New ticket pricing strategies to
improve sales Improved ticket packages Refined duties for ticket-operation
team Redesigned stadium seating chart