Bradley University

“The number one priority of the organization is creating value for fans through personalized experiences. With Account Manager, we have revolutionized the fan experience with a custom branded portal providing fans with the autonomy to manage their tickets — dramatically increasing the size and quality of our database.”

- Nathan Bramwell, Assistant Athletic Director - Ticket Sales & Operations

Challenge

Bradley University is home to fifteen Division 1 varsity sports and an active intramural and recreational sports program. For this top-ranked private university, the 2018-19 athletics season in the Missouri Valley Conference (MVC) proved to be a breakthrough year that unlocked new opportunities for success.

Bradley University’s passionate fan base has placed them as one of the top three universities for average attendance for the twenty-sixth straight year. With such an active fan base, the University’s top priority was to make season ticket purchases available online, converting from selling season ticket packages just in the box office to provide their fans with a simple and seamless ticket buying experience.

Bradley University also sought to identify more of their fans. As the industry shifts to digital ticketing, Bradley University wanted to eliminate PDFs and move to a fully digital experience for season ticket holders. In doing so, they would be able to gain actionable insight into their fans, providing the Bradley University team with a new stream of marketing opportunities.

Solution

Bradley University partnered with Ticketmaster to implement Account Manager – the online portal for season ticket holders to purchase, renew and manage their tickets online on desktop or their mobile device. This fan engagement solution enables fans to pay for their season ticket invoices along with viewing, selling and transferring their tickets throughout the season.

With the integration of digital ticketing, the Bradley University team instantly saw growth in their fan database, including valuable information about the previously unknown fans who were in attendance.

Result

As the first team in the region to offer online renewals, Bradley University experienced a 233% increase in online renewals year over year as a result of fans being very receptive and excited to use this new way to interact with Bradley University.

Beyond their online renewals, Bradley University saw a 73% increase in new names to file. The increase in leads and data enabled better decision-making about how to market to active fans that support the program. By being smarter, Bradley University gained a better understanding of their fans and kept them engaged while optimized their experience, from purchase to the gate.

Key Stats

233%
Increase in Online Renewals Year over Year
+73%
New Names to File
100%
Digital Tickets for Season Ticket Holders
Show All

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