Case Study: Utilizing FEVO to Drive Oklahoma Spring Group Ticket Sales
After the completion of Coach Lincoln Riley’s first season at the helm of OU Football, he and the athletic department wanted to reinvigorate the Red and White Spring game. From a total restructure of the format of the game, new fan engagement activities, a concert (pre/post game) and make it a paid event.
Challenge:
With less than a month before the spring game date, the format was finalized, pricing was set and the following goals were established:
- Fill the stadium creating a high energy environment for the team
- Provide impeccable customer service to season ticket holders
- Double 2017 Spring Game ticket sales (seats and revenue)
Solution:
We agreed to partner with FEVO in March 2018 and use our Spring Game as the beta project for their sales solution. A robust email campaign consisting of an initial on sale message and thank you (after ticket purchase) went into effect, with phone calls to our 2017 football group sales leaders/buyers, youth football league presidents, coaches and team parents after sending the FEVO ticket link. With the thank you messages, we included a reminder to share their customized link and deadline to take advantage of the special offer.
Email 1 – FEVO/Spring Game
Date: Thursday, March 29th
Subject: OU Football Spring Game Special Offer
Distribution List: Group Leaders, Youth Football Leagues and Single Game Sales by Sales Rep
Email 2 – FEVO/Thank You (all buyers)
Date: Monday, April 2nd
Subject: OU Football Spring Game – THANK YOU!
Upsell Opportunity: Deadline Reminder and Share Link with Friends and Family
Email 3 – FEVO/Spring Game
Date: Tuesday, April 3rd
Subject: OU Football Spring Game Special Offer
Distribution List: Group Leaders (non-buyers), Youth Football Leagues (non-buyers) Single Game Sales by Sales Rep (non-buyers) and Fanatics Buyers List
Email 4 – FEVO/Spring Game
Date: Saturday, April 7th
Subject: OU Football Spring Game Special Offer
Distribution List: Group Leaders (non-buyers), Youth Football Leagues (non-buyers) Single Game Sales by Sales Rep (non-buyers) and Fanatics Buyers List
Email 5 – FEVO/Thank You (all buyers)
Date: Monday, April 9nd
Subject: OU Football Spring Game – THANK YOU!
Upsell Opportunity: Deadline Reminder and Share Link with Friends and Family
Email 6 – FEVO/Spring Game
Date: Tuesday, April 10th
Subject: OU Spring Game – #BeThere Special Offer Last Chance
Results:
Our combined efforts utilizing FEVO to compliment the efforts of our sales team generated a total of 3,609 total seats. This was an increase of 2,485 tickets compared to the 2017 Spring Game.
Next year, our goal is to start the campaign earlier and incorporate Sooner Sports Properties (Learfield) partners.
If you have yet to set up a demo with Fevo and Administration, please reach out to your Regional Director.