October 5, 2011 | Volume 10, Issue 10

To subscribe Click Here

To forward to a friend Click Here

Dear Faithful Readers,

We frequently highlight the latest and greatest technologies that have burst onto the scene and changed the way we conduct our business, however this week I decided to feature a tool that has been the scene for quite some time...the internet. When internet capabilities first emerged, most consumers were hesitant to share their personal information for online purchases, however e-commerce has earned credibility over the years with improved internet security and the ability for consumers to read and provide feedback reviews. As a result, our society has completely altered our buying patterns, which is why I was intrigued by the Washington Capitals' strategy to design an entire campaign around increasing online ticket renewals. We are well on our way to becoming a paperless economy, and the Capitals are just one of the many organizations that see the value in self-service internet capabilities.

Enjoy the Feature,

Joe Shapero
[email protected]

P.S. Love the feature? Hate it? Wish we covered a great idea or program your organization is doing? Email me with your idea or any and all of your comments from this week's issue and we will include them anonymously on our NSF LinkedIn Discussion Board!

Capitals Make A Big Push for Online Renewals

The Washington Capitals turn to Channel 1 Media Solutions to find a creative way to increase online renewals.

CONTACT

Advertisement

Jim Van Stone
Senior Vice President, Ticket Sales
Washington Capitals
Phone: (202) 266-2300
Email: [email protected]

ORGANIZATION

Washington Capitals

PROGRAM TITLE

"2011 Washington Capitals E-brochure Renewal Campaign"

OBJECTIVES

When self-service internet capabilities first emerged, users were hesitant to make transactions online. But with the emergence of Web 2.0 and the ability for consumers to leave feedback on products and services with or without corporate participation, the web has attained a whole new level of credibility. As a result, our society has evolved into a self-service body of tech-savvy consumers who use the Internet for everything from direct deposit to hotel check-ins, saving time, adding convenience and creating a decidedly different notion of what constitutes acceptable service. This is why the Washington Capitals knew it was more imperative than ever to find compelling opportunities for fans to buy and renew season tickets online. "D.C. is a tech savvy market, so we knew we had the opportunity to position online renewals as a better way to go about it," said Jim Van Stone, Senior Vice President of Ticket Sales and Services at Monumental Sports and Entertainment. With this in mind, the Capitals set out with a goal to find a creative way to increase the number of online renewals for the 2011-12 season.

PROGRAM DESCRIPTION

To increase the number of online renewals, the Capitals partnered with Channel 1 Media Solutions, a digital marketing agency that specializes in customized interactive sales tools, to create the "2011 Washington Capitals E-brochure Renewal Campaign." The idea of a renewal campaign was nothing new for the Washington Capitals or Channel 1 Media, but the twist in this particular campaign was to increase the level of personalization to "Get you in the game." In order to do this, they created a PURL list of all the Capitals' accounts and had it e-mail blasted to each one. When the users clicked on their PURL, a Personalized URL used to redirect to the location of the requested Web resource, they were instantly taken to the 2011 renewal video.

The video begins by tapping into the hardcore existence at the center of every hockey fan via Ozzy Osbourne shouting, "Hey Cap Fans, this is Ozzy Osbourne. Let me hear you scream!" Following the introduction is a 60-second highlight reel, where the viewer's last name unknowingly appears on the backs of various Caps jerseys.

To further push the personalization message, the video focused on players and front office staff thanking fans for their continuous loyalty and dedication to the Washington Capitals.

Fans could then upload their personalized video right to their Facebook profile and Twitter account for all their friends to see, encouraging them to check out the site as well. "Allowing fans to 'see' themselves on the ice was key to attracting their attention and engaging them. Personalization enabled us to continue to allow people to experience being in the game," said Van Stone.

Once in the site, users could renew their season tickets right from the e-brochure itself. Furthermore, fans could also speak to their personal rep through use of the VoIP by clicking on the 'Speak to my Rep' button and inputting their phone number.

In addition to the personalized video, the Capitals also ran a renewal sweepstakes that automatically entered anyone who purchased season tickets online into a sweepstakes to win 1 of 5 high valued prizes. Including: a trip for two to the 2012 NHL All Star Game, a trip for two to the 2012 NHL Winter Classic or Lunch with a preselected Washington Capitals player.

The renewal landing page for the "2011 Washington Capitals E-brochure"

MEDIA

The personalized video was the kick off to the Capitals renewal campaign and was promoted in-game, through direct emails to consumers, on the Capitals personal website, and in the season ticket holder locker room.

PARTNERS

The Washington Capitals have been working with Channel 1 Media for almost 10 years, creating innovative campaigns for each year's renewals. They will continue to partner on future renewal campaigns.

RESULTS

The site was a huge success in many ways. First, although it was only blasted to a select number of people, it was viewed almost 6,000 times during its first 3 days. Some fans were actually coming back to the site a dozen times a day! Hundreds of enthusiastic fans posted their personalized videos to Facebook and Tweeted their link as well. Overall, 65% of all season ticket holders renewed online, which is an increase from previous years.

The personalization capabilities of the renewal campaign allow Capitals fans
to 'see' themselves in an on-ice fight. Click here to view the entire video.

LOOKING AHEAD

Due to the large success of the 2011 E-brochure, the Washington Capitals will continue to create online renewal videos with the help of Channel 1 Media. Evan Karasick, President of Channel 1 Media says, "In the future we will continue to 'step it up' and introduce our latest in innovative technologies. The Caps are great partners, always willing to try something new, enabling us to dig a little deeper during our creative process."

ABOUT THE NATIONAL SPORTS FORUM

THE NSF SALUTES OUR
PARTNER

For over 16 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2012 NSF Conference and Trade Show will be held on January 30 - February 1, 2012 in Oklahoma City, OK. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

To learn more about bluemedia
click on the logo above.