And Root Root Root for the Away Team?

April 7, 2010 | Volume 8, Issue 22

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And Root Root Root for the Away Team?
Winning Insurance makes every Rascals' fan a winner!
CONTACT

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Chris Franklin
Executive VP/General Manager
River City Rascals
[email protected]
 
Organization
River City Rascals
PROGRAM TITLE
Midwest Agency Winning Insurance
OBJECTIVES
To kick off the 2010 season, the River City Rascals wanted to build some buzz around their defending 2009 West Division championship and create a unique promotion for their new insurance company partner, Midwest Agency. The goal was to have direct involvement with Rascals' fans and generate additional revenue for the team. Since over 50% of last year's fans only attended one game, the Rascals wanted to increase return visits to the ballpark. There was also a desire to drive foot traffic to Midwest Agency that would present tangible numbers at the end of the season and a clear value of the partnership.
 
PROGRAM DESCRIPTION
Realizing that everyone needs insurance, including River City Rascals' fans, the concept of providing insurance to their fan base was formed. While purchasing tickets to a Rascals' home game, each fan would be asked if they would like to add Midwest Agency Win Insurance to their purchase for an additional $2 per ticket before the start of the game. If the Rascals were to lose the insured game, the fan would receive a box seat ticket ($11 value) to any future 2010 Rascals home game, including the playoffs. Fans that pass up the opportunity to insure their game would also get a second chance in the middle of the eighth inning, but for a premium of $5 per ticket. Zach Prehn, Director of Ticket Sales, believed this adds more value for the fan, explaining, "the Rascals could be down 10-0 in the eighth inning and fans will get a second chance to insure their game and double their investment to a future game."

However, regardless of the outcome of the insured game, everyone that purchases Winning Insurance becomes a winner. All fans that purchase the Winning Insurance are able to redeem their policy for a ticket to the end-of-the-year batting practice bash with Rascal players and coaches.

All insurance claims are to be made at the Midwest Agency office, where fans receive either their box seat ticket to a future game or their ticket to the end-of-the-year batting practice bash with the team.


The Midwest Agency Winning Insurance logo.
 
MEDIA
The Rascals promoted the new initiative with an email blast to all their existing subscribers as well as on their website with a press release. Their most lucrative promotional medium was actually the Rascals ticketing office, which specifically asked each and every fan that purchased a ticket if they wanted to add the insurance.
 
PARTNERS
Midwest Agency, an organization that provides individual health, financial product, personal home, and automobile insurance as well as commercial insurance and group benefits, was the partner in the Winning Insurance promotion. Rascals' Executive VP and General Manager, Chris Franklin stated, "we're fortunate to have a partner in the Midwest Agency share the same enthusiasm for this unique promotion."
 
RESULTS
With the season starting May 25th, the Rascals are looking forward to seeing how fans take to the promotion, not to mention how the team performs. Even if the team were to lose, the addition of more returning fans improves the ability to make additional concession sales that will improve the bottom line. The promotion did assist securing Midwest Agency as a sponsor for the 2010 season.

TR Hughes Ballpark in O'Fallon, MO, home of the River City Rascals.
 
LOOKING AHEAD
It's too soon to project use of the Winning Insurance for the following season, but the Rascals are extremely happy with the feedback they have received so far. "It might prove to be awkward when some fans will be cheering against us in the later innings," stated Franklin, "but it's all in fun."
 

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