Think that planning and executing a multi-channel marketing campaign is too complicated to undertake? Not when you partner with Curtis 1000.
Virginia’s largest public institution of higher education, George Mason University, was looking for ways to increase sales of men’s basketball game ticket packages when it turned to Curtis 1000. Specifically, they wanted to boost top-of-mind awareness for George Mason Athletics while developing warm marketing leads for the school’s sales team to follow up on.
A twelve-week multi-channel direct marketing campaign was designed that included direct mail, emails and phone calls. Postcards were mailed to 300 prospects each week, with follow-up emails to those who did not purchase tickets after receiving the postcard. Phone calls by the department’s sales team would then be made to non-responding prospects.
Koozies and bobbleheads were offered as incentives for purchasing a ticket package of three games versus top rivals. During the campaign, Curtis 1000 suggested A/B testing of email subject lines to increase open rates. The subject line with the best results was used to finish the campaign. Creative artwork was also adjusted to further increase response and click-through rates.
The campaign proved to be a slam dunk for George Mason University when sales of three-game ticket packages rose 469%.
An analysis of campaign channels found the following results:
- 3.5% of the ticket sales increase came from email, which had an open rate of 34.5%
- Brand awareness drove another 3.5% of prospects to call in on their own.
- Direct mail drove 6% of respondents to the school’s website and another 17% to Ticketmaster to make their purchases.
- 70% of ticket sales were the result of follow-up calls to warm leads from the sales team.
Looking for new ways to power forward your marketing? Turn to the experts at Curtis 1000. Call us at 877-287-8715 or fill out the “How Can We Help You” form on our website today.