DRIVING TICKET SALES AND REVENUE FOR THE COLLEGE FOOTBALL HALL OF FAME

PRESENTED BY: MARYKATE HALM • AUSTIN OVERMANN • MEGAN TEWS • SHANE WILLIAMS

LORAS COLLEGE GOLD

OVERVIEW

Raise Your Game, Inc. will analyze the College Football Hall of Fame’s current ticket packaging and pricing and look

for various opportunities for growth and capitalize on the Hall of Fame’s many opportunities in Atlanta and beyond.

PURPOSE

SWOT ANALYSIS

STRENGTHS WEAKNESSES

• Solid foundation with a strong brand• Prime location• New interactive facility• Strong college football fan base• CityPass available

• Lack of on-site events• Weak advertising of events• Permanent location• Mostly limited to football fans• Hours

OPPORTUNITIES THREATS

• Hosting flagship events• Induction ceremony

• Top meeting destination• Most flown through airport in the

world • 96 million in 2014

• Inductees representing 302 schools

• Competing with other attractions• Fernbank Museum• World of Coca-Cola• Georgia Aquarium• Inside CNN Studio Tour• Zoo Atlanta• Center for Civil & Human Rights

• Geographic location

TICKET ANALYSIS

SEASON TICKETS

• Keep prices the same• Good value for the price

• Better explanations of:• Ticket Packages• VIP All-Access Pass• Special Events• Gifts

INFERENCE

STRATEGY TO INCREASE REVENUE

• Better utilization of social media• Work with Flok as a marketing tool• Better utilize inductees• Utilize RFID data to know where people are• Extend hours

MARKET SEGMENTATION

The College

FootballFan

RECOMMENDED PACKAGE

PARTNERSHIP WITH CONFERENCES

• Travel to campuses throughout the country• Pro Football Hall of Fame’s Gridiron Glory• Catered to fans of that school

• Focus on one conference each year• Expand to markets outside of Atlanta

• Unique traveling exhibits generate awareness

+

MEET AND GREETS

Mike Kelly

Chuck Long

ActiveFamilies

in Atlanta

RECOMMENDED PACKAGE

+ Discount on Kids Club for kids 12 and under (20% off)

CITYPASS

• Great marketing tool in itself• Competing against Fernbank Museum of Natural History

• HOF closer to other attractions• Technology

• Rotating exhibits• Leads to repeat customers

Visitorsto

Atlanta

RECOMMENDED PACKAGE

ALUMNI EVENTS

• College alumni events hosted by HOF• Ohio State• Harvard

• Reaches new segments/demographics• Atlanta-based alumni

CONVENTION & VISITORS BUREAU

• Missed opportunities with convention centers• Special promotions with conferences

• Top meeting destination• Georgia World Congress Center

• Take advantage of convenience factor• Signage exists but capitalize more • Create relationships with out-of-state companies

TACTICS

HALL HAPPENINGS UPCOMING EVENTS

FACEBOOK TACTICS

TWITTER TACTICS

OTHER TACTICS

• Event notifications on Flok• Marketing resources at colleges• Word of mouth in Atlanta area

• Best marketing tactic

IMPACT ON REVENUE

IMPACT ON REVENUE

• Increases amount of repeat customers• Increases new customers

• Reaching markets outside Atlanta area• Increases awareness• Ticket packages

• Improvements lead to revenue increase

CONCLUSION

THANK YOU!QUESTIONS?

OBJECTION: PRICES

• Flat rate to see all exhibits• Good value for price• Other Hall of Fames

• Pro Football Hall of Fame• National Baseball Hall of Fame and Museum• Naismith Basketball Hall of Fame

• Costs associated with traveling HOF• Flok

OBJECTION: HOURS

• Benefits outweigh costs• Increased revenues from more traffic• Volunteers = no labor costs• Working parents can bring kids on weekdays• More competitive with other attractions

OBJECTION: SEGMENTS

• Three segments fit customers• Families = kids

• Other segments minimize effectiveness of marketing• Economies of scale

OBJECTION: SEGMENTS

• Three segments fit customers• Families = kids

• Other segments minimize effectiveness of marketing• Economies of scale