The University of Oklahoma Sooner Loyalty Program

Business Challenge
The University of Oklahoma (OU) has a tremendous fan base and enjoys extremely successful football and basketball programs. Like all University athletics programs, some Sooner fans are unable to attend every game or sporting event throughout the year. To address the situation, the OU athletics department had the vision of increasing attendance at Sooner sporting events by rewarding loyal fans and students for attending games.

Solution
The athletics department created a priority points program to effectively utilize Access Management to increase attendance of both public season ticket holders and students. The new Sooner Loyalty points program allows season ticket holders to gain priority points, used to determine seat location and ticket availability.

How it Works

• When a season ticket is used, its barcode is scanned, and the attendance points are credited to the ticket holder’s account.
• The number of points awarded are based on the percentage of events attended during the season.
• Season ticket holders leverage points to qualify for high demand tickets such as the OU/Texas game, post-season football and post-season basketball events.

A similar program is offered for students. This season, students gain points for attendance at football and men’s basketball games. For attending games, they receive attendance points that upon graduation could be rolled into Sooner Club credit when purchasing tickets.

Steps Taken to Build the Sooner Loyalty program

1. Created Season Ticket Holder Points Reward System

• Track the use of season tickets via Access Management for the following sports:
  • Baseball
  • Men’s basketball
  • Women’s basketball
  • Football
  • Softball
  • Volleyball
  • Wrestling
  • Gymnastics
  • Soccer
• Earn Sooner Club priority points based upon ticket usage.
  • Share tickets with friends
  • Sell via Ticket Marketplace
• Provide incentives to drive the purchase of season tickets in multiple sports.

2. Created Student Ticket Points Reward System

• Maximize simplicity for easy student comprehension.
  • Earn one point per event for football and basketball games.
  • Growth into other sports in the upcoming year.
• Determine access to and allocations for high demand sports via points.
  • OU-Texas
  • Big XII Championships
  • Bowl Games
  • Away Games
  • NCAA Championships
• Offer a bonus for attending all home games.
• Transfer attendance points to Sooner Club upon graduation.

3. Rolled Out the Plan to Season Ticket Holders and Students

• Introduced the concept via marketing campaign to season ticket holders and students.
  • Website
  • Direct marketing brochure
  • Email marketing
  • Press release
  • TV/radio and other media
• Educated fans about the rewards program and points.
• Promoted the use of secondary ticket options to increase ticket usage.

Benefits of the Sooner Loyalty Program

Increase Attendance and Season Ticket Sales for all Events

• Grow the number of multi-sport season ticket holders.
• Increase per-cap revenues by driving attendance at each event.
• Offer ticket holders the means to transfer or resell tickets to fill seats.
  • Encourage attendance without penalizing those who may not use their season tickets.
• Retain season ticket holders with accumulating points programs.
• Provide an increased incentive to motivate current season ticket holders to attend.

Reward Loyal Season Ticket Holders for their Support

• Provide an alternative method to gain priority points.
  • Transfers, ticket resale.
• Offer an incentive to fans that cannot afford to make substantial Sooner Club donations.
• Provide heightened game atmosphere and excitement with a full stadium/arena.
• Reward loyal fans that demonstrate support and dedication through continued attendance.

Increase Student Attendance Through a Student-Only Points System

• Create incentives to reward cumulative point totals.
  • Offer tangible and immediate rewards.
• Provide access to high demand tickets and priority seating via points.
• Target no-shows with marketing programs to encourage ticket usage.

Create a Foundation of Loyal Athletic Supporters and Patrons

• Foster an enhanced athletics department image to students and fans.
• Create a priority point account upon graduation to create larger donor/season ticket holder base.
• Enhance relationship with student organizations.
• Encourage and reward positive behavior to mold future action.

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