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Client: University of California at Berkeley (Cal)
Industry: Education
Goal: Increase ticket sales and renewals
Successful voice marketing campaign leads to profitable sales for appliance and electronics retailer
The athletic departments at two NCAA schools – the University of California at Berkeley (Cal) and Xavier University – wanted something new, fast-paced and exciting to add to their marketing mixes this season and looked to instant voice marketing to fulfill that need.
With shrinking endowments, depressing ticket sales and marketing budgets at an all time low, collegiate athletic teams are feeling the effects of the economy. Tough times make it even more critical than normal for teams to communicate effectively and inexpensively with fans and ticket holders.
Cal’s athletic department first used Vontoo in July of 2008, by sending a recorded message from their new men’s basketball coach, Mike Montgomery. He enthusiastically announced his arrival at the school and provided a friendly reminder to season ticket holders and potential buyers to purchase tickets for the upcoming season.
Additionally, the athletic department at Xavier University began using the service in multiple campaigns beginning in the early spring of 2008. One included sending out a call to its men’s basketball season ticket holders, recorded by head coach Sean Miller, thanking fans for their support and encouraging them to renew season tickets. In another campaign, Xavier reminded fans the night of a nationally-televised game to wear the team’s blue and white colors according to seat location.
As a result of Cal’s campaign, the athletic department saw deposits for ticket purchases from fans increase and received very positive feedback from recipients of the message, who expressed excitement at hearing “personally” from Coach Montgomery.
Xavier was particularly pleased with the ability to communicate in such a timely manner. No other marketing medium would have allowed them to “talk” to their fans a few mere hours before an event.
“When we need to communicate with a large group of fans on short notice, Vontoo is really the only feasible way to get the word out. We can record and send a message, relaying important information, in a matter of minutes and at an expense that doesn’t kill our budget.”
- Brian Hicks, Assistant Athletic Director for Marketing at Xavier University
