Student Football Tickets - Marketing Plan

You only get 144 Saturdays in your four years at Pitt.

This fall, spend six with us.

Challenge: Ahead of the 2018 season, the department needed an exciting rollout for their student season ticket packages. The ticketing office had partnered with a few businesses and university departments to add a little oomph to the deal, but it was our job to sell it.

Solution: Using frequented locations (residence halls, student union) and popular social media accounts in and around the university, the plan breaks down the barrier between your typical student and student athlete by building mutual context behind each item included in the package. It also aims to highlight the role the student fan and student athlete play in one another’s college experience, and show how much the support in the stands means to the team.

• Announcement via Twitter (example below) – Pitt football alumni & campus leadership interact with one another in a thread of tweets, with each giving personal context to one of the items in the student ticket package.

• Crowd Impact Videos – A series of short videos played on screens around campus in which players (both current and former) look directly into the lens and share the impact that a loud student section like The Panther Pitt can have in a game.

• Email from a Classmate – Using the campus-wide system, the ticketing office sends several mass emails, each appears to be from one of the players on the team (ex. subject line: Kenny from Bio Class) encouraging his classmates to come to the games.

Announcement Social Media Thread: