Business Challenge: The University of Southern California (USC) wanted to increase fan loyalty and provide up-to-date information to Trojan fans. Specifically, USC wanted a tool to enable the ticket office and the marketing department to grow ticket revenues and enhance relationships with USC fans.

Solution: USC leveraged PACMail to implement the Victory Mail email affinity club and achieved exciting results.

• Created the Victory Mail Affinity Email Club

• Designed the Victory Mail brand and featured it prominently across all email communications.
• Created email templates that enabled both the ticket office and marketing departments to quickly send Victory Mail messages.
• Featured the Victory Mail affinity club sign up page on the athletics website.

• Grew the Victory Mail Database

• Leveraged integrated data from the back office ticketing system to create targeted segments.
• Imported student data from the office of the registrar to communicate with the student population.
• Enabled fans to opt-in to receive personalized information on sports and additional topics of interest.

• Targeted Fans Based on Preferences

• Sent rich graphical emails targeted to groups of fans segmented by sports interests and purchase history.
• Communicated with major groups including season ticket holders, donors, single ticket purchasers and students.
• Allowed fans to review and modify their Victory Mail accounts to update their topic of interests for future communication.
• Built exposure to USC athletics beyond the game.

• Increased online football renewals by targeting USC season ticket holders with rich, graphical emails.
• Sold $45K in revenue in one weekend directly from Victory Mail.
• Sold $70K in revenue from two Victory Mail emails during 2005 football renewal period.
• Lifted sales of tickets for other USC sports i.e., volleyball, basketball by cross selling.

• Streamline the Process to Communicate with Fans

• Compressed time required to create and execute direct marketing campaigns.
• Reduced costs, overhead and streamlined time-consuming processes to communicate with fans.
• Reduce manual processes by automating merging of integrated customer information.

• Create Cross Promotion and Cross Sell Opportunities

• Leveraged relationships with business partners to promote USC events.
  • Aloha Airlines
  • Los Angeles Kings
  • Los Angeles Avengers
• Promoted non-athletic events including fund raising events.
• Increased online store purchases.

• Feed Fans Up-to-Date Information to Encourage Increased Loyalty

• Brought a broader profile and attendance to all USC athletics.
• Grew Victory Mail affinity club membership to over 120K USC fans.
• Sent targeted communication based on customer preferences and interests to fuel fan passion.