Business Challenge: With alumni deployed all around the world, the U.S. Naval Academy needed a tool to effectively communicate with Midshipmen fans anywhere, anytime. The box office also wanted a means to quickly contact fans and enable them to purchase tickets for upcoming games. Previously, the box office relied on text-based emails and found the response to be ineffective.

Solution: The Naval Academy implemented the N*Mail affinity club and email marketing system.

• Developed N*Mail Brand and Database

• Created an N*Mail template and affinity club to enable fans to request information.
• Collected and updated email addresses in the athletics database.
• Imported a list of season ticket holders and fans from the integrated ticketing

• Leveraged the Internet to Drive Renewals

• Promoted online season ticket renewals via N*Mail.
• Featured a one-month Internet-only period for season ticket renewals.
• Educated fans how to order and renew online.
• Conveyed the benefits of online renewals.

• Promoted Online Renewals

• Sent a series of three emails to promote online renewals.
• Created an online renewal incentive with prizes including:
• Two football season tickets
• Premium parking spot
• Access to "Captains BBQ" tailgate
• Tickets to Army/Navy game

• Sold over $58K in ticket revenue in one weekend.
• Sent both email renewal and hard copy renewal information during the weekend.
• Featured a football banquet to further promote renewals.
• Achieved a 55% online renewal rate.

• Communicate Offers to Fans Quickly and Easily

• Send customized emails including customer ID and password for easier online renewals.
• Target fans based on previous purchase history.
• Offer fans the convenience of instant information via N*Mail.

• Notify fans of changes to the football schedule and game day events - i.e. game time, parking sold out situations, etc.
• Decrease the number of phone calls dramatically to reduced fan frustration.
• Spend more time serving customers, less time doing paperwork.

• Drive ticket renewals and single ticket sales online.
• Sell parking and other items via NAVYSPORTS.COM.
• Cross-sell football tickets to basketball season ticket buyers.
• Offer a discount on basketball season ticket price.
• Sell tickets for the Emerald Bowl Game.