Last Updated on June 10, 2021
I’m joined this episode by Eric Nichols, Senior Associate Athletics Director for Marketing and Branding/Chief Marketing Officer at the University of South Carolina.
This spring, South Carolina announced it would be rolling back its season ticket prices to 2010 prices in an effort to motivate fans to purchase. Like most athletic departments, South Carolina had a difficult year financially in 2020, so it was a risky move.
Eric discusses the methodology behind the decisionmaking process, including the financial modeling, elasticity tools, and hedging opportunities. In addition, he shares what the response has been in the forms of KPIs, such as new leads, web chats, phone call logs, and sales trends. He also discussed how they will measure the success or failure of the strategy.
Listen in as Eric shares the behind the scenes of this interesting decision!
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