March 17, 2008

Case Study: University of Connecticut Football

University of Connecticut
"New Dog in the Show": A campaign for a new product in a vacant market

THE GOALBuild a sales base for Division 1-A, Big East Conference college football at a new 37,700 seat stadium in East Hartford, CT.

THE STRATEGY
The strategy consisted of four distinct stages:
1. Introduction (8/19/02 to 10/19/02)
2. Early Bird (12/9/02 to 1/31/03)
3. Last Chance (2/4/03 to 3/15/03)
4. Clean Up (8/15/03 to 8/30/03)

The introduction launched the campaign into the market and extended the normal sales period into the 2002 season. Consumers were given to ability to buy tickets for the 2002 season and earn purchase priority for 2003 season tickets.

The next steps were designed to create "buyer's deadline tension". The early bird campaign was launched to push the lowest prices for 2003 season tickets, while last chance created tension for the final opportunity to buy season tickets with discount savings.

The final step was the clean up phase. The goal in the clean up phase, just several weeks prior to the first home game, was to sell the allotted remaining end-zone season tickets and limited single game tickets.

THE OUTCOME
Season Ticket Growth
2002 @ Memorial Stadium | 2003 @ Rentschler Field
6,000 season tickets >>>>>> 24,000 season tickets

Through the life of the "growth stage" of UConn football, the season ticket sales base continuously increased:

Year 1 - 24,000 season tickets
Year 2 - 28,000 season tickets
Year 3 - 32,000 season tickets

By taking advantage of UConn's move to big time college football and a new stadium, The New Dog in the Show campaign created a market for big time college football where it had not previous existed.