Xavier University found success in using a priority system for men’s basketball tickets based on points earned to increase attendance at other school events.
The priority model that Xavier implemented through X-Pulse increased overall check-ins from its first year program in 2013 with about 5,000 check-ins and in 2017 with nearly 30,000 check-ins. An overall 500% increase in check-ins.
While it is no question that Xavier students have a loyal devotion to the Musketeers Men’s Basketball team, attendance numbers at other sporting events were not reflecting this allegiance. When the Director of Marketing at Xavier, Patrick Dillon, and his team made it a critical goal to increase student engagement and attendance across the entire athletic spectrum, the SuperFan platform became the obvious solution.
The X-Pulse Student Loyalty Rewards Program revolutionized the way students participate at campus sporting events and a variety of other student functions. The SuperFan platform redirected the passion students had for men’s basketball and utilized it to create a renewed passion for other Xavier sports, resulting in higher overall attendance. One of the key features of the X-Pulse program is the Leaderboard. Students can check in on the X-Pulse app on their phone when they arrive at an event and they receive points for each check-in. The Leaderboard publicly showcases which students have earned the most points, thereby generating friendly competition.
For example, to guarantee a chance at tickets for the Crosstown Shootout versus Cincinnati and the basketball game versus Villanova, students want to be in the top 500 on the Leaderboard. Those in the top 500 receive access to request their tickets to those games one hour prior to those students who are not in the top 500 on the Leaderboard. The Leaderboard publicly showcases which students have earned the most points, thereby generating friendly competition.
The marketing team at Xavier saw immediate results from X-Pulse. At men’s soccer games, there was an increase in check-ins of over 400%, increasing from about 100 check-ins in the program’s first year to nearly 5,000 check-ins in 2017. At women’s volleyball games, there was an increase in check-ins of over 500%, increasing from about 900 check-ins in the program’s first year, to over 5,000 in 2017.
This priority model incentivizes students to attend and check in at other events. By earning more points, the students gained a better chance at moving up in the rankings and earning tickets to the high demanded men’s basketball games. The effectiveness of this program is undeniable. It is not a secret that students are motivated by enticing rewards, and Xavier University’s mobile rewards platform is a testament to that fact.
The marketing team at Xavier University set a goal to increase attendance at other athletic events, and incentivizing students with men’s basketball tickets could be a reward in itself. With this idea in mind, and with the SuperFan platform at the tip of their fingers, together they figured out a way. X-Pulse has allowed Xavier University to successfully increase attendance and engagement across the board.
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One of the main issues many administrators face is the lack of fan attendance and engagement at school-wide events. This is a universal issue that affects sports teams as well as schools of all sizes, both public and private.