Automated Season Ticket Renewal Campaign
The 7th Annual Awards
- Best Use of Technology
ABOUT THIS ENTRY
The Seattle Seahawks launched an industry-leading best practice of automating a highly personalized season ticket renewal campaign across three digital platforms. Data readiness and campaign execution occurred wholly in-house as a collaboration between the Digital and Business Strategy & Analytics departments.
How does this represent "Excellence in Engagement"?
Season-ticket renewals are a critical step in teams' relationship with their fans. By streamlining the process and making information accessible across multiple platforms, we're removing any friction for decision-making and, ultimately, retention. As some of our most valued patrons, there is constant effort to make our fans' experience feel like what they are: extensions of the team they so dearly love.
We also set new standards for operational efficiency within sports teams, making a simple process out of hundreds of custom touchpoints based on channels and versioning. We've already presented this model in sports and entertainment user groups as a best practice, and one that many others are taking steps to adopt.
Objective
While the initial concern was manual process and bandwidth, it became clear that there was a massive opportunity to increase engagements and overall conversions by leveraging new data sources and custom integrations to personalize and automate touchpoints.
Key objectives included renewal rate, response rate, multi-channel opt-ins, campaign efficiency, and operational efficiency.
Strategy & Execution
Sports fans now expect personalized, multi-channel experiences throughout the year. This campaign is designed to reflect that new norm combined with the growing access to information via email, app notifications, and text messaging. Not only is this experience seamless, but it also protects the Season Ticket Holder's relationship with their account representative and clears the way for positive interactions rather than frustration.
Organizations
- Seattle Seahawks
- Leap Marketing & Analytics
Credits
Graham Kinsinger
Manager of Digital Marketing & Monetization
Seattle Seahawks
Matthew Beaird
Digital Marketing Coordinator
Seattle Seahawks
Matt Haberkamp
Digital Platforms Manager
Seattle Seahawks
Meghan Skapyak
Digital Platforms Coordinator
Seattle Seahawks
Kenton Olson
Vice President of Digital & Emerging Media
Seattle Seahawks
Lindsay Walker
Director of Ticket Sales & Service
Seattle Seahawks
Kimber-Lynn Anderson
Marketing Operations Manager
Seattle Seahawks
Alex Buford
CRM Analytics Engineer
Seattle Seahawks
Jacob Parker
Marketing Data Analyst
Seattle Seahawks
Aliya Schenck
Data Analytics Engineer
Seattle Seahawks
Paimon Jaberi
Vice President of Business Strategy & Analytics
Seattle Seahawks
Leah Johnson
Marketing Manager
Seattle Seahawks
Dan Stropes
Director of Marketing
Seattle Seahawks
Allison Hoover
Managing Director of Marketing
Seattle Seahawks
Grace Ramsey
Digital Design Manager
Seattle Seahawks
Donny Brock
Marketing Design Manager
Seattle Seahawks
Sydney Noland
Senior Design Manager
Seattle Seahawks
John Weaver
Creative Director
Seattle Seahawks
Brian Takao
Digital Marketing
Leap Marketing & Analytics
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
