they come to these events and what they like and don’t like. Te goal of these sales consultants is to really identify what that person loves to do in their spare time for entertainment and their level of commitment to the school. Tis then allows us to identify why they come to these events in order to tailor the best ticket package for that fan’s needs. Our marketing philosophy is based on the central marketing concept in my book “Sport Marketing” which is now in its 4th edition. Tink of it as an “escalator”; the idea is to move fans up the escalator to attend more games, because they want to become a more involved fan, get more connected with the student athletes and the university and be more involved with the community of fans. Te first step is getting a fan onto the “escalator” to attend a game, by identifying the highest prob- ability groups/segments in the market who are most likely to come to a game. Next, we target casual fans with partial plans and experiences that move them up the “escalator.” We provide unique experiences for avid fans and season ticket holders to continue to come to a high percentage of games and stay high on that “escalator.” In other words our program has three thrusts: retain, grow, acquire and it’s backed by Te Aspire Group’s intelligent e-marketing program that employs cutting-edge technology supported by a personal phone call. Tis concept of Fan Relationship Management is really what differentiates us from our competitors. Tese aren’t “pound- em-out boiler-room” call centers that twist fans arms to buy and then duck out once they do. We are in this business to create fans who buy for a lifetime, and that’s also the kind of lifetime relationship we have built with our university part- ners, and our professional sport team partners globally.
YOU’VE SERVED AS PRESIDENT AND CEO FOR SEVERAL PRO TEAMS, INCLUDING THE ATLANTA HAWKS, THE ATLANTA THRASHERS AND THE DENVER GRIZZLIES, AND EVEN PLAYED SEMI- PROFESSIONAL SOCCER WHILE IN THE UK. WE’VE GOT TO ASK: WHAT’S YOUR FAVORITE SPORT? My number one favorite sport is basketball, though soccer is 1B. I grew up playing collegiate and semi-pro soccer in England, but when I was attending graduate school at the University of Kansas, the first basketball game I ever watched in my life was the UCLA/Notre Dame game on TV. It was January 1974 and UCLA lost for the first time in four years. I then sat outside in the cold for hours to ensure I got one of the few tickets sold on game day to watch Kansas/Notre Dame live in Allen Fieldhouse two days later. Tat game went to triple overtime and both teams went to the final four that year. It was an amazing game and I was hooked! I went to the athletics box office the next day and insisted on buying season tickets. Of course, they were sold out but my persistence with
the KU Athletic Director paid off. He let me buy tickets to every remaining game that season and I was a season ticket holder for every year thereafter while in grad school.
YOU’VE GOT A DAY OFF; WHAT ARE YOU DOING? Sitting and reading, or watching sports, I love the NBA, NCAA Football and Basketball and of course the Premier League and my beloved Everton FC. Right behind that is playing golf, so I don’t ever stray far from sports.
YOU WERE BORN IN BRITAIN, AND THE ASPIRE GROUP HAS GONE INTERNATIONAL. WHAT’S YOUR FAVORITE TRAVEL DESTINATION? Before the past few weeks I would have said Positano on the Amalfi Coast of Italy, but after spending 10 days with all of my family and close friend in Mauna Lani Bay on the Big Island of Hawaii for my middle daughter’s wedding, it has to be the Aloha state.
Regulatory Migraine? DUNN & DAVISON LLC
ATTORNEYS AT LAW Your Higher Education Regulatory Compliance Solution
For more information, contact: Ron Holt, 816-292-7200, or visit
www.dunndavison.com/highereducation Kansas City, MO • Leawood, KS • Houston, TX
SEPT/OCT 2012 •
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