Written By: Nathan Skinner
Canes Rising Contributor
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Being a supporter of The U isn't easy. Think about the last time a major publication came out with a positive Miami story. Go ahead, I'll wait. This week, The U was roasted in Sports Illustrated*. The good news is that it didn't involve a rogue booster, a player getting arrested, or inept play. What does it involve? It involves the way the athletic department has chosen to market long underutilized mini game ticket packages. The link to the article is below, but I'll sum it up for you: Miami is begging people to go to fewer games. There's no sensible reason why the SI article was written, except to create page views. It's a factually inaccurate article, that completely misinforms the reader. 'Canes Rising will now correct the record.The rationale behind the advertisement is sound, and is one that all 'Canes should not only understand, but support.
The University of Miami is a unique place. The U is a small private school located in a major metropolitan city. As a result, the athletic department is forced to compete with attractions the typical University doesn't. For example, the University of Texas doesn't have to worry about pro basketball, football, or baseball teams competing with them for entertainment dollars. When a University doesn't have to worry about competitors, they don't have to adjust for consumer tastes. The University of Miami has to worry about the Miami Heat, the Miami Dolphins, the Florida Panthers, and the Miami Marlins. As a result, the University has to make sure they are just as flexible as those franchises. Professional franchises have a variety of ticket options, options that have been proven to appeal to a variety of fans. Research shows that the number one thing that prevents people from attending Hurricane sporting events isn't financial, it's the time commitment. Most fans can't make the commitment to our home schedule. Wouldn't it make sense if we could find a way to meet our loyal fans halfway? How about a mini-plan? That's what our athletic department has done. What most fans don't realize is that The U has offered mini plans for years, but the plans haven't been fully advertised. This advertisement that SI skewers is just an attempt to inform the public.
Recently, Canes Rising spoke to Andrew Goodrich, the Associate AD of Marketing here at The U. We discussed the SI article, the logic behind the campaign, the the rationale behind offering a mini plan in the first place. According to Mr. Goodrich, the research undertaken by his sales department has indicated that fans didn't know about the mini plans, and that the increase in ticket sales are directly tied to increased knowledge of the mini plans. That same research also indicates that people who buy full ticket packages but can't attend all games are less likely to renew those packages. Therefore, offering the partial plans helps fill seats, helps keep people coming back, and takes advantage of the over 500,000 Miami Hurricane fans located in South Florida**.
"The headline of the ad was purposely designed to get the public's
attention and create conversation. The ad copy clearly articulates our
appreciation for our season ticket holders and their support of the
program and further explains that the ad is truly targeted toward Canes
fans who are non-season ticket holders and have significant life
obligations which prevent them from attending all seven home football
games. Through our discussions with fans we have found that those who
have read the ad in its entirety understand that the true purpose of the
ad is to get more fans to more games." --Andrew Goodrich
This one quote sums up the rationale behind the advertisement. The ad is solely about getting those who are interested the information they need to make a sensible purchase. The advertisement practically lays roses at the feet of those who invest in full packages. As a University that struggles to fill seats, finding a way to attract fans who are already interested is something that has to be done. The U has to cultivate a following, and if it means giving the fans an option, and admitting that people have outside interests, then so be it.
The U has always been a place where innovation reigns supreme, and this athletic department has found a way to change the game. Ticket sales are up, despite massive uncertainty following the disappointing loss to Louisville in the Russell Athletic Bowl, proof that Goodrich and his crew are doing excellent work. It's about time that this fanbase stop criticizing, and roll up our sleeves. We have one of the best marketing departments in collegiate athletics, and it's about time we all appreciated their hard work. There's no reason why this move by the athletic department should have received any flack, and the idea itself looks to be one that will ensure that Miami games will be well attended this upcoming season. We can't wait until a total flex ticket plan comes into effect.
*--http://extramustard.si.com/2014/06/07/miami-hurricanes-newspaper-ad/ (SI Article)
**--Numbers gathered in research done by Scarborough Data. (Scarborough.com)
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