NFL Players Association
Strategic Communications: Ticket Operations & Community Engagement
2016 Objectives: (1) To increase community group attendance to the NFLPA Collegiate Bowl. (2) Create organizational partnerships as apart of community engagement goals. (3) Transition to an electronic ticketing recording system for coaches, players, game corporate partners and general admission and VIP attendees.
Approach: Strategically target local community, civic and youth organizations through the creation of a social media campaign and the creation of non profit partnerships to include brand and product placement through increased web presence, on site promotional activities, and cross promotional events. Strategies for engagement included coining event segments as “Organization Game Day Out”, “Celebration of National Mentoring Month” and “Save Our Sons Night” by partnering with the National Responsible Fatherhood Clearinghouse, Local Police Municipalities, Former NFL Players & Active NFL Players' Philanthropic Initiatives. Streamline all ticket request, purchases and complimentary ticket packages through one electronic ticketing system; allowing for simultaneous accommodation of individual ticket requests, large group requests, player and coach guest lists.
Results: More than 10,000 tickets were generated through the on-line ticketing system for the 2016 NFLPA Collegiate Bowl. The focused outreach was community mentoring groups, school and non-profit organizations. The distribution of more than 7,000 tickets was a direct result of organizational partnerships; resulting in an increase of game attendance and swifter ticketing and will call services.
Photo Credit: Kevin A. Koski (NFLPA) and Associated Press (c) 2014