In the dynamic world of sports marketing, universities constantly seek innovative ways to enhance the fan experience. With its vibrant football culture, Rutgers University implemented a strategic Single Game Parking Upsell campaign that added convenience for fans and boosted revenue.
The Upsell Strategy:
Picture this scenario: a fan excitedly purchases a single-game football ticket but overlooks the option to add parking during the transaction. Recognizing this potential revenue stream, Rutgers implemented a follow-up email campaign targeting those who hadn't included parking in their initial order.
Campaign Success:
Over the course of the season, the results were impressive. The campaign successfully sold 273 parking passes, translating to $8,140 in direct revenue. This showcased the upsell strategy's effectiveness and emphasized the untapped opportunities within the fanbase.
Conclusion:
Rutgers University's Single Game Parking Upsell campaign illustrates the power of targeted marketing. By recognizing and capitalizing on a seemingly minor aspect of the fan experience, the university provided added convenience and increased direct revenue.
