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Volume 24 No. 156


The Univ. of Maryland has partnered with The Aspire Group, which helps clients "grow revenue and build sustainable fan bases,” according to Eric Prisbell of the WASHINGTON POST. The school has engaged in an "aggressive marketing and public relations campaign this offseason to generate interest." UM officials said that the current football season-ticket renewal percentage of 86% is 7% “higher than last year’s final renewal percentage.” The school also has “sold more than 1,200 new season tickets to date, which is already higher than its new-ticket sales total in 2010.” In addition to its traditional advertising campaign, which “includes outdoor billboards and television, radio and online advertisements, Maryland recently released a Web site called in an attempt to stir up fan excitement for the season and launched a Maryland athletics Facebook page earlier this summer to cultivate relationships with fans.” The university also “instituted a select-a-seat initiative for the first time at the spring game.” In addition, fans who refer “a friend or family member to buy a season ticket will receive a $25 gift certificate to apply toward a future Maryland athletics ticket purchase,” and there is “no limit on the number of referrals.” UM is also “working with eight counties in Maryland to set up ‘school day with the Terps’ promotions that target elementary school-age youth attendance,” and the university is “in contact with 20 youth football leagues throughout the state as part of a variety of promotions” (WASHINGTON POST, 7/11).