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2013 Accenture Case Competition
- 1. Executing a CRM Implementation Bloomington Braves January 25, 2013 8:00 AM Ryan Menges • Jackie Ruggiero Sam Ranzetta
- 2. Agenda Engagement Goals Recommendations Implementation Cost Analysis Risk Analysis & Mitigation Why Accenture Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 3. Accenture will help the Bloomington Braves meet 3 major goals Develop knowledge of your customers and their purchasing habits Increase ticket sales and game attendance Improve Braves experience for all stakeholders Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 4. Many different projects will help BB meet the established goals Potential Solutions Develop knowledge of your customers Mobile Technology/App and their purchasing habits In-House Ticketing System Per-Ticket Tracking System In-House Kiosks Increase ticket sales and game Web Integration & Sign-Up attendance Social Media Integration Nontransferable, Digital Tickets Improve Braves experience for all CRM System stakeholders Mobile Application Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 5. BB should immediately pursue 4 options that maximize value, customer buy-in, and implementation ease Nontransferable, CRM System Customer Buy-In Digital Tickets Value to Bloomington Braves In-House Ticket Operations More Web Sign-Up Less Track Individual Tickets Rewards Program Outcome Mobile App Stadium Kiosks Social Media Pursue Delay Avoid Integration Ease of Implementation Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 6. BB should increase financial success by enhancing game-day experience through technology solutions BB’s Opportunities Recommendations Insufficient data about season Integrate CRM software with ticket holders and ballpark guests rewards card and in-house ticketing Market to guests based on Flat Revenue and Attendance preferences and demographics Market to guests based on Imperfect game-day experience preferences and demographics The Bloomington Braves should utilize a CRM system in conjunction with personalized marketing strategies to increase consumer participation Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 7. An in-house ticketing system will provide stand-alone benefits and add value to the overall recommendation Stand-Alone Benefits Value-Added to Overall Recommendation More Information Control Improved Braves Card Ticketing Enrollment Efficiency Eliminate 3rd-Party Costs Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 8. The Braves Card program will provide BB with useful fan information Information Analysis / Registration Gathering Application Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 9. The Braves Card registration process involves two distinct processes, depending on a fan’s characteristics Information Analysis / Registration Gathering Application Enrollment link/survey Season Ticket Holders sent with season tickets Enrollment forms at Preferences survey sent Ballpark Guests ballpark via email Enrollment forms at Preferences survey sent One-Time Attendees ballpark via email Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 10. Season ticket holders and ballpark guests will provide the most frequent and useful information Information Analysis / Registration Gathering Application Enrollment Information Frequency Usefulness Collected Information Season Ticket Holders Attendance Frequency Ballpark Purchases Ballpark Guests Merchandise Purchases Arrival Times One-Time Attendees Guest Demographics less more Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 11. BB will utilize information collected from the Braves Card program to monitor trends and create consumer strategies Information Analysis / Registration Gathering Application Key demographics, Targeted marketing Continuous progress attendance patterns, efforts, strategic monitoring and and purchasing promotions, and success benchmarks behaviors incentive system Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 12. BB will utilize information collected from the Braves Card program to provide fans with rewards and incentives they choose Information Analysis / Registration Gathering Application Fans accumulate points Example Rewards: Prizes, incentives, an based on purchases and Free Hot Dogs d discounts will be attendance, which can 10% Apparel Discount selected when the be redeemed for Memorabilia fan registers for the rewards Opening Pitch Braves Card Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 13. The Braves Card program cyclically collects and utilizes fan information No Enrollment Existing Enroll Process Market to Customers buy Braves Card is in potential tickets via box Yes End process card generated Braves customers office or online holder? card? Yes No No Information Gathering How Information User data Collect many stays in updated & Repeat customer? user info points system; end tracked earned? process Yes Application Analysis & Input to CRM How Award incentives Use CRM system to system to track many according to identify trends and new repeat points demographics & potential customers customers earned? points accumulated Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 14. All information collected from the Brave Card program will be stored and analyzed in Oracle’s PeopleSoft Enterprise CRM On Demand Demographics Attendance Purchasing Behavior Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 15. Oracle’s PeopleSoft Enterprise CRM On Demand system is the best CRM to achieve BB’s goals “Create historical and trend analysis Existing Web- via high-powered $20,833/Month Based System data warehouse functionality” Source: Oracle Corporate Website Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 16. BB should delay developing a mobile application and interactive website until campaign success is established Develop mobile application after system feedback is analyzed More user-friendly points and Interactive incentives tracking Website Mobile Social-media integration Application Cell phone marketing campaigns Build on established campaign success Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 17. BB should implement the program using phased implementation in conjunction with the progression of the baseball season Big Bang Phased Parallel Implementation Implementation Implementation High Risk Medium Risk Low Risk Quick Paced Slow Implementation Implementation Implementation Low Cost Med Cost High Cost The seasonality of baseball allows for process-based phased implementation without incurring substantial implementation costs Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 18. The CRM system, ticketing system, and Braves Card program will be implemented by April 2014 May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr Define Project Scope Implement CRM System Test System Implement Ticket Production System Manufacture Tickets Send Tickets Surveys Begin Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 19. Our recommendation requires a capital investment of $456,050 over the first year First Year Costs In- House Ticketing 4 Printers at $3700 $14,800 Paper and Ink $75,000 Personnel $4,000 Distribution $8,250 Total $102,050 CRM System PeopleSoft Enterprise On Demand $264,000 Project Manager Salary $50,000 Technology Implementation $30,000 Testing $10,000 Total $354,000 Grand Total $456,050 Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 20. Our recommendation provides direct and indirect financial benefits through increased game attendance Increases in Attendance: Weekday (15%), Weekend (10%) Increased Direct Revenue from Ticket Sales Cost Savings Increased More More Money for Purchases of Sponsorship Better Players Indirect Memorabilia Opportunities Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 21. Our recommendation enhances BB’s value proposition in 3 main ways Personalized Competition Overall Team Experience Quality Experience • More data • More revenue • Development leads to leads to team of team brand customizable and player and fan-base experience for development fans Mission: “To Achieve Quality in Everything We Do” Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 22. BB must be aware of 4 key risks associated with our strategy Risk Overview Risk Level Mitigation Strategy CRM Technology Select a widely-used, existing CRM Incompatibility system supported by Oracle Personalize incentives to individuals Lackluster Fan Response fans and analyze initial response for continuous improvement Begin ticket-printing process very Ticketing System Failure early. Potential to revert to previous, outsourced system Utilize CRM capability to retain fan League-Wide Player Strike Leads information and immediately recuperate to Decline in Ticket Sales marketing program after strike Severity Probability Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 23. Accenture will provide BB the best services, strategy, and people to reach the established goals Stewardship Integrity One Global Network Best People Bloomington Braves Client Value Respect for the Individual Creation Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
- 24. Questions? Ryan Menges • Jackie Ruggiero Sam Ranzetta
- 25. Appendix A: Average Home Game Attendance Average Home Game Attendance 40,000 35,000 30,000 25,000 Projected 20,000 Actual 15,000 10,000 Players’ 5,000 strike 0 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Anticipated benefits after CRM implementation • Weekday attendance by 15% and • Weekend attendance by 10%.
- 26. Appendix B: Expected Marketing Strategies & Outcomes • Enhanced demographic and consumer information from CRM allows the Bloomington Braves to specifically market weekday games. • A personalized experience will motivate consumers to attend games more frequently. • Enhanced demographic and consumer information from CRM allows the Bloomington Braves to target highly prospective customers in future marketing efforts.
- 27. Appendix C: Pre-Implementation SWOT Analysis
- 28. Appendix D: Post-Implementation SWOT Analysis
- 29. Appendix E: Individual Ticket Sales by Season Season Individual Ticket Sales 1,400,000 1,200,000 1,000,000 Projected 800,000 Actual 600,000 Players go 400,000 on strike 200,000 0 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 We foresee similar levels of growth in Season Individual Ticket Sales as in Average Home Game Attendance, which is mainly contributable to projected success in average weekday game attendance.
Editor's Notes
- Mobile Technology/AppIn-House Ticketing SystemPer-Ticket Tracking SystemIn-House KiosksWeb Integration & Sign-UpSocial Media IntegrationNontransferable, Digital Tickets (Creating Perfect Information)CRM System