The Jaguars face the "challenge of selling tickets in a small market with a transient and older fan base," but the team has "come up with another innovative program -- Jaguars Black" -- to draw new fans, according to Vito Stellino of the FLORIDA TIMES-UNION. The program is a way to "reach out to smaller (up to 50) and midsize companies (50 to 150) as the Jaguars find ways to maximize the value of their tickets." The premise of Jaguars Black is that the Jags "provide companies with a four-point strategy to help them get a better return on their investment." The points are "consulting services, a business playbook, events and experiences and exposure and recognition." Jaguars Senior VP/Sales & Services Chad Johnson said that the Jags will "no longer tell companies they have products X, Y and Z and ask them which ones you want to buy." Johnson: “We tell them let us understand what your needs and goals are, and we will customize a package that fits for you." Stellino noted the business playbook is a "six-step process designed to leverage the most out of Jaguars tickets and amenities while maximizing opportunities to generate more business from team events." Jaguars VP/Marketing & Digital Media Steve Ziff said that the tickets "come with a personal note and a business card, which has the feel and look that makes it more special just getting the tickets." Johnson said that the initial reaction to the program "has been very positive, and he has luncheons lined up daily for the next month to explain it." He added that some season-ticket holders "had been debating whether to renew their tickets, and this program put them in the buy category" (FLORIDA TIMES-UNION, 5/23).
