Season Ticket Renewal Campaign Developing an online renewal process

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Season Ticket Renewal CampaignDeveloping an
online renewal process

• Miami HEATBeck Hartmann and Will Probus

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Agenda

• The Challenge
• The Game Plan
• The Players The Equipment
• The Execution
• The Score

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The Challenge A New Online Renewal Process
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The Challenge

• Digitize renewal process cuts costs and time
  spent by forgoing traditional print renewal
  process
• Previous years utilized tangible booklet-style
  renewal process
• Adopt digital campaign to allow Season Ticket
  Services to meet goals more quickly and renew
  larger proportion of Season Ticket Holders before
  early deadline
• Better tracking than print renewal campaigns
• Disconnect between direct mail and online
  renewals
• Utilize Eloquas personalization and dynamic
  content capabilities for automated email
  messaging, PURLs, and seamless pass-through to
  ticketing system

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The Game Plan Building an Online Renewal Program
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The Game Plan

• Design digitized renewal program with integrated
  communications and personalized websites
• PURL Hypersites Create renewal PURLs using
  Eloquas dynamic content features
• Design based on pages of previous years renewal
  booklets
• Emphasized renewal savings using personalized
  pop-up charts
• Integrated with custom ticketing system links for
  seamless transition to renewal pages
• Communication schedule
• Automated Email Program included seven
  personalized emails
• Two player voicemails
• Phone calls from Season Ticket Services reps
• One piece of direct mail

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The Players and the EquipmentHEAT Market
Research, Southern Brand Collective, and The
Pedowitz Group
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The Players The Equipment

• HEAT Market Research
• Managed and created customized data used during
  the process
• Developed communication schedule
• Monitored eight-week automated email program
• Facilitated integration of embedded video (PURL)
• Recorded and administered player voicemails
  (Vontoo.com)
• The Pedowitz Group
• PURL Construction and data integration (Eloqua)
• Program manager, automated email program (Eloqua)
• Coordinated testing with HEAT Market Research
• Southern Brand Collective
• Art, Content (PURL and emails)

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Play Execution
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Play Execution

• Planned PURL framework and communication schedule
  in conjunction with HEAT Season Ticket Services
• Built PURL framework, integrated Season Ticket
  Holder data, and facilitated seamless
  pass-through to ticketing system in conjunction
  with HEAT IT Services
• Developed content for emails and PURL and
  incorporated art and copy within hypersite in
  Eloqua
• Recorded player voicemails, oversaw integration
  of PURLs embedded videos
• Installed email automation framework
• Tested email program
• Oversaw completion of eight-week mostly-automated
  renewal program in conjunction with HEAT Season
  Ticket Services

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Play Execution PURL Sitemap
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Play Execution Savings Chart
Most page views besides Login Page and Renewal
System Page 98.6 of those who viewed the
savings chart renewed.
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Play Execution Communication Schedule
Jan 18 Direct Mail Renewal/PURL Intro
Jan 20 Email 1 Intro to PURL, See Your Savings Charts
Jan 26 Email 2 Reinforces visiting PURL
Feb 2 Email 3 Playoff Savings and HEAT Loyalty Renewal Option
Feb 8 Bonus Email Reinforces renewal perks
Feb 15 Email 4 Details Early Bird (Feb. 17) deadline benefits
Feb 17 Player Voicemail Player reminds STH Early Bird deadline is that day
Mar 1 Email 5 Encourages renewal by highlighting game schedule
Mar 8 Email 6 No payment has been made, Mar. 10 deadline approaching
Mar 9 Player Voicemail Player reminds STHs that Mar. 10 deadline approaching
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Sample Email Communication
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The Score
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Box Score

• Overall renewal rate 97
• Early Bird Deadline 80
• Renewal Deadline 91
• Percentage of STHs that renewed online 65.5
• Total visitation rate 76.4
• Personalized Savings Chart was third-highest
  viewed page in PURL with 98.6 renewal rate
• Savings Chart showed value in Loyalty Renewal
  option on an individual basis
• Considered an extremely successful implementation
  by organization and led to additional projects
  using PURLs
• Priority Access Club PURL
• Group Ticket Renewal PURL

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Questions?