ARLINGTON, Va. –
The Washington Capitals have teamed up with The George Washington University’s graduate sports marketing class to promote an exciting ticketing initiative for 2007-08. The graduate class will be working with the team to market the Caps Student Rush, a ticketing program that allows college students the opportunity to purchase tickets for a discounted price on the day of a game.
As part of the semester’s curriculum, sports marketing students will be divided into six groups with each being assigned a local college in the D.C. area. Each group will create and execute a marketing plan for the Caps Student Rush. The ticketing plan offers students with a valid student ID the chance to purchase lower-level preferred (100-level) seats for $25 and mezzanine (400-level) seats for $10 beginning at 4 p.m. on game days.
“This is an exciting new ticketing concept that will use a very unique marketing program and process,” said Capitals senior vice president and chief marketing officer Tim McDermott. “It’s an opportunity for 37 graduate students to develop and execute marketing plans geared towards a target audience that they can relate to. We review the programs each student group creates, provide feedback, give them a budget and they execute the plans. The interesting component here for both the Caps and the students is that this is a truly live ticketing campaign with measurable results that impact our bottom line and our fan base.”
Students will apply theory to practice and create marketing tactics targeted at the collegiate consumer utilizing new media as well as traditional promotions and advertising. The project will give the students a hands-on marketing experience, and their final grades will reflect what they accomplished with the program.
“We are excited about the opportunity for GW students to demonstrate their knowledge and creativity while building professional contacts,” states Lisa Delpy Neirotti, professor of sports management at The George Washington University. “The front office staff of the Capitals has been great to work with and extremely helpful in providing guidance to the students.”
The George Washington University School of Business offers a sports management concentration within their BBA, MBA, and master’s of tourism administration degree programs. Professional education programs are also available. Since 1991 GW sports management faculty and students have been assisting local sport teams with research and marketing, as well as serving as a source of interns and employees. Click Here For a List of Student Rush Nights and Events