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GONZAGA WOMEN'S BASKETBALL 'INSPIRES' FANS AND COMMUNITY

Interactive web campaign increases season ticket sales by 50% and individual ticket sales by 25%.

CONTACT

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Matthew Beckman
Director of Marketing
Gonzaga University Athletics
[email protected]

ORGANIZATION

Gonzaga University Athletics

PROGRAM TITLE

"Inspired Season"

OBJECTIVES

Having a winning team does not always result into successful ticket sales in all markets. Gonzaga University’s women’s basketball team knows all too well about this. Season ticket sales and the low awareness of the inexpensive cost to watch a successful program did not reflect the team’s four consecutive winning seasons, including West Coast Conference championships and four postseason births. To match the women’s success on the court, the marketing department for Gonzaga University started the interactive web campaign “Inspiredseason.com”. This innovative campaign was primarily designed to increase women’s basketball season tickets and increase the awareness and brand identity of the program. To that, Gonzaga wanted to increase the positive perception of women’s basketball in and around the community of Spokane, WA. An additional objective of the program was to create a significant “wow” effect that would cause initial participants to make the campaign viral; spread the campaign by word-of-mouth and by forwarding the ‘inspiredseason.com’ page to friends.

PROGRAM DESCRIPTION

Gonzaga was approached by Magner Sanborn Advertising Agency in Spokane, WA with the proposal of creating a web based marketing campaign. The idea, evolved from a European soccer team, was conceptualized to include two elements necessary at reaching their target market: a collegiate and interactive feel. Through the creation of the micro site (a URL separate from the university), Gonzaga was able to pitch the sale of its season tickets for a desirable $75, using credible head coach Kelly Graves as the means of leading women’s basketball into a new age of interactive video awareness campaigns. It is important to note that the main feature of this site is its viral video, which is interactive through Web AND mobile technology.

MEDIA

One of the amazing things about a viral video is that it can take on a life of its own, creating a “buzz” word-of-mouth effect amongst its viewers. To further establish exposure, mentioning of the site was implemented through 15 second TV spots as well as local radio shows. A Gonzaga website message and selected blogs were also used to stimulate viral activity.

PARTNERS

Magner Sanborn Advertising Agency of Spokane WA., an advertising and brand design firm whose mission is to touch on consumer perceptions and emotions, played a role in Gonzaga’s interactive success. “Manger Sanborn has been a great company to work with…they understand our mission and how to brand our product,” said Matthew Beckman, Director of Marketing for Gonzaga University Athletics, “Their ability to think outside the box has helped us grow our season ticket sales and has gained us national exposure.”

RESULTS

The combination of exciting season tickets at a reasonable price and viral marketing tactics has increased Gonzaga women’s basketball season ticket sales 50% this season. Individual ticket sales have increased by 25% up to this point, allowing the team to move up over 25 spots in single-game attendance average. In addition, although the season has already started, the team is still continuing to receive season ticket orders. The increase in attendance has also increased concession and merchandise sales.

LOOKING AHEAD

Gonzaga will continue to use this promotion, while adding new and fresh twists. Interaction amongst viewers will be a necessary component to utilize in the future.

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