This year we were lucky enough (again) to work with UCF on their football season ticket renewal mailing. This is the second year in a row we worked on this campaign for UCF Football. You can read about the campaign we did for them last year here: The Making of the 2009 UCF Football Renewal Campaign.

The piece we did for UCF this year was greatly expanded over the much smaller piece we did last year. This was very much a joint effort between us, and the UCF Athletic marketing and ticket offices. From what we’ve heard from UCF they’ve seen much better results with the brochure format they went with this year versus the folded letter format they used last year. Plus, including all relevant information in one tight knit package comes off as a more professional presentation to fans. A win for everyone involved.

Before we get into the details, if you’d like a sample of this piece, just send me a note.

The Specs

This year’s mailer was a 6 x 9, 8-page brochure (modeled after similar renewal brochures we’ve done for Duke and FSU) with a tear-off ticket form which had the recipient’s seat selection information from the previous year, their parking pass information, as well as their Golden Knights Club contribution populated into the form.

The piece was completely variable with the recipients name featured prominently on the cover, and the brochure highlighted the web address of each recipient’s personal URL (PURL) throughout.

Cover

Inside Spread

The Site

UCF decided to go with a personalized website that fans could visit to learn more information about the upcoming season. An incentive of a limited edition 8 x 10 photo was offered to fans who referred other friends to the site.

MyUCFFootball.com

All in all this was a solid campaign built using best practices that we have learned from producing similar campaigns over the past couple years. It’s a given that you have to put a good product on the field, but assuming you do that, and as long as you are focused on continually improving your marketing year after year, you will see a positive trend in the growth of your fan base.