Spectra Ticketing is to provide its digital marketing services to the University of Washington as the school seeks to boost ticket sales for its Pac-12 Championship fixtures.

Spectra Ticketing & Fan Engagement’s Digital Marketing Services uses tools including Google Search, Display, YouTube, Social Media and Retargeting services to reach current and prospective ticket buyers.

Washington will employ Spectra Ticketing & Fan Engagement’s industry-specific implementation of Salesforce CRM services, access management digital ticketing, the division’s marketing automation services, PAC Analytics, and install Ballena’s 3D visualisations for both football and basketball.

The partnership will also see Washington fans able to buy and sell tickets through an integration with StubHub.

The Washington Huskies football team attracted an average attendance of around 65,000 in 2016, which was at 92 per cent capacity and up around four per cent on the previous year. The Huskies basketball team had an average gate of 7,614, which was a slight increase on the previous year despite a poor record.

“Spectra Ticketing & Fan Engagement understands college athletics and what we want to accomplish,” said Roy Shick, senior associate athletics director for external affairs at University of Washington. “We prioritise creating the best possible experience for Huskies fans and are looking forward to innovating with the addition of several new services.”

Personalised customer service

Washington will implement Salesforce CRM to provide staff with a view of every season ticket holder, fan and donor.

The CRM platform provides real-time reports of sales activities and progress, enabling staff to provide efficient and personalised customer service.

Spectra will also work directly with Washington to provide insight into key performance indicators to spot trends in ticketing, fundraising, marketing and CRM analysis as part of its PAC Analytics solution.

“We are proud to partner with a progressive athletic department in University of Washington and provide innovative solutions for another PAC-12 institution,” said Kim Damron, president of Spectra Ticketing.

“Our goal as the leading provider of services in the PAC-12 and college athletics is to ensure our partners leverage services and technology to enhance all fan, donor and student experiences and interactions.”

Image: GoHuskies.com