usf 2015 football sales plan

2015 FOOTBALL SALES PLAN University of South Florida

SET PRICING

Group Package Finalized

2015 SALES TIMELINE Sep Oct Nov Dec Jan Feb Mar Apr May June Jul Aug Sep Oct

2015 Renewals

First Renewal Deadline

Renewal Drop Date (external)

Renewal Drop Date (final)

Limited Single Game On

Sale

Group Theme Days Finalized

Group Pricing Finalized

Partial Pricing

Finalized

2nd Renewal Deadline

Group Tickets On Sale

Partial Plans On Sale

All Single Game

On Sale

2016 Renewal

Timeline

2016 Renewals &

New Sales Begin

SALES TIMELINE - EVENTS Sep Oct Nov Dec Jan Feb Mar Apr May June Jul Aug Sep Oct

Signing

Day Spring

Game

Final 4

Watch

Party

Select A

Seat #2

Meet Your

Neighbor

Select A

Seat #1

2015 FOOTBALL CONCEPTS University of South Florida– GM: Daniel Izzo

ALUMNI

• Alumni discount on season

tickets will be available

• Target May graduates

IMGL CALL PLAN:

1) Scripting the ask and benefits

of donating

2) Call past donors and sponsors

3) Plan to ask on every

call/touch-point

4) Add ask during B2B selling

EARLY RENEWAL

October:

• Set pricing and inventory

• Set deadlines and hard mailer

dates

• Review season sales results

• Identify sales campaigns

• Offer payment plans

November:

• Send out emails in November

• Identify added-value for

renewing before end of year

FACULTY/STAFF

• Staff will be included in the

same discount for alumni

• Highlight discount and ability to

sit anywhere

ORIENTATIONS

• Have table at all student

orientations to sell to incoming

Freshman parents

SIGNING DAY

• Create sales campaign based

around Signing Day deadline

2015 FOOTBALL EVENTS

COACHES CARAVAN

• Will evaluate if It makes sense

to have sellers attend caravans

highlighted by coaches speaking

with donors and other alumni

groups around the state/region

GRADUATION

• Offer parents ability to

purchase season tickets as a

gift including the discount

SPRING GAME

• Create incentives to renew or

purchase before Spring Game

• Invite alumni back and have

exclusive seat selection for

certain groups at certain times

• Invite groups back for event

and create urgency to put

deposit down early

• Autograph session with current

or former stars

University of South Florida– GM: Daniel Izzo

• Invite STM’s out to meet the

people they sit next to, possibly

the team

• Offer incentives for anyone that

refers a new STM

MEET YOUR NEIGHBOR

SCOUTS

2015 FOOTBALL GROUPS

Date needed

to be

launched:

Inventory

Needs:

Experiences

Needed:

Sales Driver:

• Overnighter/Movie Night

• pre-game color guard

• flag bearing

• in-game scavenger hunt

• ability to earn scout patch

• post-game photos

• Campus tour

3,000 seats

Educational aspect, ability to connect

with ROTC

Sales Goals: 2,000 seats

$90,000

SEATS FOR SOLDIERS

Start selling in August

• Video board recognition

• Additional tickets for certain

thresholds

4,000 seats

Connected with Military Appreciation Day

3,500 seats

$35,000

YOUTH FB DAY

Start meeting in

January/February

• Football Clinic

• Fan Tunnel

• On-field access

• Halftime youth contest

• Post game photos

• Autograph sessions

• Multimedia sponsor

• Play football on the field

6,000 seats

Connecting with football team; clinic

5,000 seats

$225,000


Start selling in June

BAND DAY

Generally break for summer in May.

March at latest.

2015 FOOTBALL GROUPS

Date needed

to be

launched:

Inventory

Needs:

Experiences

Needed:

Sales Driver:

• Play on field if possible

• Pregame concert in Arena with BC

Band

• Pregame parade

• Interact with band

• Sheet music delivered weeks in

advance

2,000 seats

Educational aspect, play with band

Sales Goals: 1,000 seats

$45,000

CHEER/SPIRIT DAY

April for planning

• On-field recognition

• Pre-game tabling

• Interaction with band/cheer

• Halftime/Pre-game

1,000 seats

Recognition, hospitality, performances

500 seats

$22,500

COMMUNITY HERO

Out by May to plan schedules.

• Pre game Tailgate

• Color guard

• In-game recognition

• Recognizing first responders

2,500 seats

On-field participation, recognition, pregame

tailgate

1,000 seats

$45,000


2015 SCHEDULE Groups Goal:

1,000

Theme Day/Group Focus: Band Day

Threat/Worry: Early season, poor opponent

Groups Goal: 500

Groups Goal: 2,000

Groups Goal: 5,000

Groups Goal: 1,000

Groups Goal: 3,000

Theme Day/Group Focus: Cheer/Spirit Day

Threat/Worry: Homecoming Weekend

Theme Day/Group Focus: Scout Day

Threat/Worry: Ticket Cost

Theme Day/Group Focus: Youth Football

Day

Threat/Worry: Time of year, ticket cost

Theme Day/Group Focus: Heroes Night

Threat/Worry: Opponent, team

performance

Theme Day/Group Focus: Military Day

Threat/Worry: Team Performance

GAME 5: SMU

GAME 6: Temple

GAME 1: Florida A&M

GAME 2: Syracuse

GAME 3: Cincinnati

GAME 4: Memphis

2014 SCHEDULE REVIEW

GAME 5

GAME 6

GAME 1

GAME 2

GAME 3

GAME 4

Groups Sold: X,xxx

Military Appreciation

Notes:

Faith and Family

Notes:

Medical Appreciation

Notes:

Heroes

Notes:

Scout Day

Notes: This was the first game I worked

Healthcare

Notes:

Groups Sold: 97

Groups Sold: 35

Groups Sold: 183

Groups Sold: 2,387

Groups Sold: 151

No General Manager on property from July through September

10th

2015 FOOTBALL SALES PLAN University of South Florida

2015 FOOTBALL SALES PLAN

• Change from a per account donation model to a

per seat donation model .

• Discounts on season tickets to be offered to

alumni, faculty and staff.

• Ticket prices will be lower than in 2014.

• Partial plan will be 2 games.

• Group tickets will be priced at the single game

ticket price, they will not be discounted.

University of South Florida

2015 FOOTBALL SALES PLAN

CREATE

SCARCITY &

URGENCY

Release limited single game inventory to

general public for largest games

Pre-sale singles;

partials on sale

Sell Seasons

and Groups


2015 SCHEDULE & PRICE TIERS

GAME 5: SMU TIER: TBD Conference

GAME 6: Temple

GAME 1: Florida A&M

GAME 2: Syracuse

GAME 3: Cincinnati

GAME 4: Memphis

TIER: TBD Conference

TIER: TBD Non-Conference

TIER: TBD Non-Conference



Themes TBD

Themes TBD: Suggested Military Day

Themes TBD: Suggested Band Day

Homecoming

Themes TBD

Themes TBD

Conference dates not set until March.

SEASON PRICING

Pricing has been changed from a per account donation model to a per seat model with the goal to simplify the buying process, make the entire stadium available to everyone and encourage fans to move closer to mid-field.

SINGLE GAME PRICING

YELLOW $190.00*

RED $146.00*

GREEN $117.00*

BLUE $75.00

ORANGE $40.00

BROWN $40.00

Single game ticket prices are roughly an increase of 75% in most locations of the price per game for season tickets. These margins will increase the incentive to purchase season tickets.

* Only available to season ticket holders

GROUP PRICING

Group tickets will also include value add incentives in the form of f&b, apparel, etc.

YELLOW N/A

RED N/A

GREEN N/A

BLUE $65.00

ORANGE $35.00

BROWN $25.00

PARTIAL PRICING

Partial plans are based on a 3 game plan priced at face value. The goal is to also include added value incentives for partial plan purchasers, similar to group tickets.

YELLOW N/A

RED N/A

GREEN N/A

BLUE $225.00

ORANGE $120.00

BROWN $120.00

ALL PRICING SEASON PER GAME - 6

YELLOW $650 $108.33

RED $500 $83.33

GREEN $400 $66.67

BLUE $250 $41.67

ORANGE $150 $25.00

BROWN $125 $20.83

Season

with

Discount 20% OFF PER GAME 10% OFF PER GAME 5% OFF PER GAME

YELLOW $600 $100 $625 $104.17 $637.50 $106

RED $450 $75 $475 $79.17 $487.50 $81

GREEN $350 $58 $375 $62.50 $387.50 $65

BLUE $210 $35 $230 $38.33 $240 $40

ORANGE $125 $21 $137.50 $22.92 $143.75 $24

BROWN $100 $17 $112.50 $18.75 $118.75 $20

MINI-PLAN PER GAME

YELLOW N/A N/A

RED N/A N/A

GREEN N/A N/A

BLUE $225.00 $63.00

ORANGE $120.00 $38.00

BROWN $120.00 $32.00

SINGLE

YELLOW $190.00

RED $145.00

GREEN $115.00

BLUE $75.00

ORANGE $40.00

BROWN $40.00

Groups

YELLOW N/A

RED N/A

GREEN N/A

BLUE $65.00

ORANGE $35.00

BROWN $25.00

COMPETITORS $2,508 – CORNER HIGH

FULL SEASON PLAN

$670 – CORNER HIGH 10

GAME PLAN

$789 – MIDFIELD

RESERVED SEASON TICKET

$229 – GA RESERVED

SEASON TICKET

$4,083 – LOWER BOX

SEASON TICKET

$997 – OUTFIELD BOX

WEEKEND PLAN

$3,450 or $1,950 – SEASON

TICKET STADIUM CLUB

SIDELINE

$65 – LOWER LEVEL END

ZONE GROUP TICKET

COMPETITORS GROUP THEMES Girls Hockey Breast Cancer Awareness Go Green

Local Heroes Military Appreciation Gasparilla

Jewish Heritage Italian Heritage Dog Day Earth Day

Social Media Day Irish Heritage Nurses Appreciation USF Night

Play 60

Crucial Catch

Heads Up Football

Salute to Service

LOWER INVENTORY

0

200

400

600

800

1000

1200

109 110 111 113 114 122 123 124 125 133 134 135 136 137 138 139

Open

Sold

UPPER INVENTORY

0

100

200

300

400

500

600

700

800

900

1000

207 208 209 210 211 212 213 214 216 218 227 228 230 233 234 235 236 237 238

Open

Sold

UNSOLD INVENTORY

Approximately 17,000

SEATS

$3,400,00

REVENUE* *Based on an average of $200/seat

INVENTORY CONTROL

Seasons: - Sales will be concentrated on the

brown, orange and blue sections. - The reasoning behind this is

because the seats are affordably priced and there is a minimal marginal cost thus encouraging fans to take advantage of the pricing and paying a little more for a better location (blue)

Partials: - Placed in brown, orange and blue but NOT 113

and the equivalents. - If you want the best location you pay for it. Give

them something at the goaline but not the 10-20 yard line.

Groups: - Pink, Orange and Blue - Fill in the endzone with groups but

also offer a lower ticket (pink) and a better location (blue).

INCREASED TIMELINE RESULTS Sep Oct Nov Dec Jan Feb Mar Apr May June Jul Aug Sep Oct

2014 TOTAL TICKET SALES $2,675,636.18

2015 TOTAL TICKET SALES GOAL $2,645,000.00

2013 TOTAL TICKET SALES $859,403.16

2016 TOTAL TICKET SALES GOAL

TICKET TRENDS - SEASONS

4,541

1,487

13,520

548

10,478

800

9,063

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

2012 2012 2013 2013 2014 2014 2015(projected)

2015(projected)

New

Renew

Changed conference affiliation, poor on field performance.


TICKET TRENDS - PARTIALS

2

77 87

410

0

50

100

150

200

250

300

350

400

450

2012 2013 2014 2015 (projected)

Availability, opponents and conference affiliation.


TICKET TRENDS - GROUPS

9,887

11,913

5,959

10,000

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

2012 2013 2014 2015 (projected)

No marquee opponents, no General Manager on campus from July-

September 10th


COMPARABLE SCHOOL SLIDES TBD

548

5,959

87

1,321

10,609

507 1,141

7,475

373

0

2000

4000

6000

8000

10000

12000

Seasons Groups Partials

USF

Where does your school stand?

Temple Pitt

PEOPLE PILLARS A

lum

ni

Co

rpo

rate

Sa

les

Gro

up

s

• New partnership with the Alumni

Association

• Season ticket discounts for alumni

• Party Deck ideal for corporate

groups

• Payroll deduction program

• Season tickets for corporate use

• Discounts available

• Added value incentives in the

form of f&b, apparel

Identifying our target markets are paramount to success. Let these serve as a starting point

for ‘general targets’ and refine through target development to establish our “People Pillars”

CAMPAIGN PLANNING

Pre Marketing

• Determine target audience and timelines

• Pull lists for calls and emails

• Create scripting for sales staff

• Determine any outside marketing – Radio, Postcards, Additional Resources

Email

•Email sent and designed by UCM and ticket operations

•Click-through turned over to Sales Staff

Call

•Calls to entire target list

•Click-throughs called first

Personal Email

•“Dead Lead” email sent from Sales Staff

•Mail Merge

•Contact information left

NEW TARGET LISTS

Donors – No Seasons

STH – Adjacent Seats

Merchandise

Purchasers

Secondary Market

Purchasers

Promo Code Purchasers

Multi-Single Buyers

“Full House” Leads

Alumni List

Faculty/Staff

Group Purchasers

Enter to Win Leads

Online Leads

Band/Cheer Parents

Parents Lists

EMAIL/CAMPAIGN SCHEDULE

January 26: FB Season Ticket Holder New

Sales Campaign

January 12: FB Season Renewal Campaign

February 1: Reminder about first deadline to renew, 20% discount

February 16:Reminder about second renewal deadline in March

March 1: Renewal Deadline

April 7: Group Theme Announcement

March 21: Spring Game

April 14: Reminder of Renewal drop date,

10% discount

April 28: Email to Graduating Seniors & Parents – Purchase as

Grad gift (Young Alumni)

April 1: Partial Plans On Sale

May 1: Reminder about 5% discount

January

February

MARCH

APRIL

MAY

May 1: Single Game On Sale: Limited

Locations

EMAIL/CAMPAIGN SCHEDULE

August 1: Countdown to Kickoff: Welcome to August!

July : Group Sales Reminder Email – Corporate Outings

August 1: Single Game On Sale: All Locations

August 25: Pump Up Video

September 1: Kickoff Week Email – Previewing Game #1

July 28: Non-Renewed E-mail

June 1: Single Game Buyers

June 30: Early Season Group Themes

JUNE

JULY

AUGUST

SEPTEMBER

2015 INITIAL TO DO

Task Due Date Personnel

Set Pricing January 9 All

Renewals- Calls January 12 All

Invoice Renewals – Email January 15 Ticket Office/Marketing

Determine Faculty/Staff Campaign January 12 All

Determine 2015 Slogan January 30 Marketing

Determine Promotion Schedule March 1 Marketing/Sales

Determine Corporate Hospitality March 1 Sales

Determine Initial Group Inventory March 1 All

Renewal Deadline #1 February 14 Ticket Office

Invites to Signing Day January 27 Marketing/Sales

Singing Day Event February 5 All


usf 2015 football sales plan

Documents