Unleashing the Xolos in Tijuana

Challenge

• Gain a 360° view of their fans to improve satisfaction and generate additional revenue
• To design an effective plan that would increase attendance and generate revenue following a 50% decline in season ticket holders
• Drive renewal intention within their XoloPass (season ticket) product to above the 60% threshold and provide a framework to achieve an 80% renewal rate within 2 years

Solution

• Engaged in a 6-month project to analyze the fan base, assess current operations, and develop marketing plan
• Conducted 2 bilingual surveys with feedback from 1,221 fans
• Implemented new ticketing structure with expanded price levels and new benefits fit to fan lifestyles
• Introduced a marketing and sales calendar to encourage fans to buy more tickets and purchase earlier
• Refocused the game day experience to be fan-focused by increasing customer service touchpoints, improving signage, and energizing the game presentation
• Led workshops to educate staff about industry best practices for ticket marketing, pricing and product development, and data management

Results

The concentrated effort through the strategic direction and execution of recommended strategies by The Aspire Group and the Tijuana Xolos spurred double-digit growth in the fan base and revenue, as outlined below:

• 27% increase in season ticket renewal rate
• 52% growth in season tickets sold
• 35% growth in ticket revenue
• Finalist for the 2016 Atlanta Marketer of the Year Award in the Integrated Marketing Campaign category