Army West Point Integrates Research with FRMC

Challenges

• Increase Army West Point ticket revenue, retention rates, and customer satisfaction for one of the most historic football programs in college football within the cluttered greater New York City sport marketplace
• Understand the brand strength, fan perception and demand for tickets, and fan sensitivity to varying ticket price points for football

Solution

• Executed comprehensive survey strategies incorporating 10,000 fans over 5 seasons
• Identified key drivers for ticket purchase and experience satisfaction
• Led research insight workshops with senior executives to develop action plans for enhancing ticket sales and game day experience
• Utilized geographic heat maps to allocate advertising spend according to current buying habits and areas most likely to buy
• Recommended digital assets (microsites, social media, and email campaigns) that built relationships with fans by educating them on the game day experience and targeting custom fit ticket packages suiting their needs
• Created a comprehensive retention program

Results

Army West Point has been utilizing a combination of post game surveys, post season surveys, heat mapping, yield management, and TiMSS strategy planning since 2012. The impact of the integration between our TiMSS capabilities and our strategic consulting and research (SC&R) services has yielded increases throughout the athletic department.