As D.C. United headed into the off-season, the club took considerable time to evaluate all aspects of the business. No stone was left unturned as officials searched for methods to create a better product with more value for two key components: season ticket holders and corporate partners. A revitalized effort in both of these areas includes concentrated customer service effort and simply providing greater value within the packages.
We felt the best way to reward season ticket holders was to provide 20 quality games in the package. With a 20-game season ticket plan in place, United fans will enjoy 17 League games and three special events. Discussions with teams to feature in these matches are nearing completion and – trust me – you’re going to want to be at each of these games. Having D.C. United season tickets is, easily, the best way to go. Included in the distribution of all season tickets is a series of limited edition collectibles. This ‘value-first’ initiative is the result of the combined efforts of our sales, customer services and marketing departments. Read a full list of season ticket benefits.
The customer service effort doesn’t end there, as Fred Matthes, Josh Cohen, Caithlin Gorman and Jessica Graham are at the ready to assist with all customer questions and concerns. From daily access during the workweek to game-day availability at main gate, at the concourse customer service center to expedited efforts on social media platforms, this group has you covered. This group recently out-did themselves printing and distributing all pre-ordered ticket packages for the season despite our schedule being determined in early February. The ticket-buying experience is also of particular interest to this group, who has improved on-line sales initiatives to include ticket forwarding, add-on buying capabilities, printing at home options and account manager features.
Corporate partners, beginning with Volkswagen and including adidas, Corona and Corona Light, TD Bank, Verizon Wireless, Johns Hopkins Kimmel Cancer Center and Results the Gym, among others, are another major focus of our business. In addition to seeing their branding placed everywhere from our jerseys, to the field boards to stadium concourse, these companies partner on community and promotional events throughout the season. A full-scale partnership is our goal with each and every one of our corporate sponsors. Their value to our club is undeniable and our sponsorship group – David Cope, Skip Kruger, Ryan Forkenbrock, Danielle Osborne and Jamie Siegel – is charged with contracting these companies and providing quality deliverables in timely and organized fashion. Nathan Fry is responsible for our adidas relationship and merchandise efforts in our RFK Stadium team store and at dcuteamstore.com.
To reach maximum value, these partnerships are equal part branding association and cooperative activation. A few examples of brand extension activities coordinated during the off-season include the third jersey launch with Volkswagen at the Washington Auto Show, the pre-season branding campaign seen around DC with adidas, and co-branding exercises created with Results. The auto show initiative provided Volkswagen a special event, which drove substantial traffic to their area of a convention center packed with elements promoting competing car makers. It also provided a high-profile platform for the club to launch the new, red uniforms to be worn during select matches this season. United’s preseason branding campaign ‘Olsen’s Army’ was hatched as club officials approached adidas with a plan to actively promote both entities in the run-up to the 2011 campaign. Results is working with the club to create a series of co-branded items for placement along the SE/SW Freeway and at the health club location in Federal Triangle. Each of these elements is hugely valuable to our corporate partners and United alike, while designed to foster long-term relationships between the two entities.
Dealing with fans and corporate partners in a professional and personal manner is only step one in the service process. In conjunction with the WCSA, United has also taken action to improve the game experience once all have arrived at RFK Stadium on game night. I’ll be back with information on these activities Tuesday.
As Kevin Payne, Dave Kasper, Ben Olsen and our technical staff have been working hard to put a top-quality product on the field for D.C. United this season and to continuing the rapid development of our youth Academy system, the rest of the front office has put in the long hours necessary to be sure all other elements of our business are tended to in advance of the 2011 MLS campaign ahead.
Opening Night on Saturday, March 19 can’t come soon enough for players, staff and supporters alike. Over the ten days leading up to the Columbus game, I’ll walk through the business flow of our offices, sharing insight and updates on strategic development of ideas for the core areas of our focus. Under the leadership of Executive Vice President Stephen Zack, day-to-day business activities work in concert to create a seamless flow of information, activation and promotion, leading to sales. A dedicated customer service staff and high-energy support crew follow-up to maximize these opportunities.
Doug Hicks is D.C. United’s Senior Vice President, Marketing Communications. Follow him on twitter at @DCUDoug.
