The Institution
University of South Carolina Athletics
The Situation
In 2016, The University of South Carolina (USC) athletic department was looking to improve their constituent management strategy. Despite the limited capabilities of their systems, the team did its best to use the data available to understand and connect with fans. Doing so meant a lot of tedious, manual work that created error and silos among different units of the department. USC’s athletic department knew there were fans they weren’t reaching, and key incremental revenue opportunities were left untapped.
The department needed to increase ticket sales and fundraising revenue and become more efficient. To do so, they needed to improve accuracy and coordination between their various data sources. This allowed them to tap into new segments of fans and donors they had never been able to identify or reach before. Their main priorities: new incremental revenue opportunities and greater fan engagement.
“There were people out there wearing Gamecocks shirts who were our biggest fans, and we didn’t know who they were. Affinaquest’s Central Intelligence helped introduce us.”
Dan Stahl – Associate Athletic Director, Revenue Generation at South Carolina Athletics
