Executing a CRM Implementation       Bloomington Braves        January 25, 2013            8:00 AM     Ryan Menges • Jacki...
Agenda  Engagement Goals  Recommendations  Implementation  Cost Analysis  Risk Analysis & Mitigation  Why Accenture       ...
Accenture will help the Bloomington Braves meet 3 major goals                          Develop knowledge of your customers...
Many different projects will help BB meet the established goals                                                           ...
BB should immediately pursue 4 options that maximize value, customerbuy-in, and implementation ease                       ...
BB should increase financial success by enhancing game-day experiencethrough technology solutions             BB’s Opportu...
An in-house ticketing system will provide stand-alone benefits and addvalue to the overall recommendationStand-Alone Benef...
The Braves Card program will provide BB with useful fan information                                  Information          ...
The Braves Card registration process involves two distinctprocesses, depending on a fan’s characteristics                 ...
Season ticket holders and ballpark guests will provide the most frequent and useful information                           ...
BB will utilize information collected from the Braves Card program tomonitor trends and create consumer strategies        ...
BB will utilize information collected from the Braves Card program toprovide fans with rewards and incentives they choose ...
The Braves Card program cyclically collects and utilizes fan information                                                  ...
All information collected from the Brave Card program will be storedand analyzed in Oracle’s PeopleSoft Enterprise CRM On ...
Oracle’s PeopleSoft Enterprise CRM On Demand system is thebest CRM to achieve BB’s goals                                  ...
BB should delay developing a mobile application andinteractive website until campaign success is established              ...
BB should implement the program using phased implementation inconjunction with the progression of the baseball season     ...
The CRM system, ticketing system, and Braves Card program willbe implemented by April 2014    May      Jun       Jul      ...
Our recommendation requires a capital investment of $456,050over the first year                  First Year Costs         ...
Our recommendation provides direct and indirect financial benefitsthrough increased game attendance            Increases i...
Our recommendation enhances BB’s value proposition in 3main waysPersonalized                       Competition            ...
BB must be aware of 4 key risks associated with our strategy              Risk Overview                       Risk Level  ...
Accenture will provide BB the best services, strategy, and people toreach the established goals                           ...
Questions?Ryan Menges • Jackie Ruggiero       Sam Ranzetta
Appendix A: Average Home Game Attendance                                        Average Home Game Attendance   40,000   35...
Appendix B: Expected Marketing Strategies & Outcomes  • Enhanced demographic and consumer    information from CRM allows t...
Appendix C: Pre-Implementation SWOT Analysis
Appendix D: Post-Implementation SWOT Analysis
Appendix E: Individual Ticket Sales by Season                                   Season Individual Ticket Sales  1,400,000 ...
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2013 Accenture Case Competition

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The 2013 Accenture Case Competition tasked students to present strategy and technology recommendations to the Bloomington Braves, a fictional MLB team struggling to grow attendance, capture useful guest information, and reward loyalty.

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  • Mobile Technology/AppIn-House Ticketing SystemPer-Ticket Tracking SystemIn-House KiosksWeb Integration & Sign-UpSocial Media IntegrationNontransferable, Digital Tickets (Creating Perfect Information)CRM System
  • 2013 Accenture Case Competition

    1. 1. Executing a CRM Implementation Bloomington Braves January 25, 2013 8:00 AM Ryan Menges • Jackie Ruggiero Sam Ranzetta
    2. 2. Agenda Engagement Goals Recommendations Implementation Cost Analysis Risk Analysis & Mitigation Why Accenture Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
    3. 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. 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. 5. BB should immediately pursue 4 options that maximize value, customerbuy-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. 6. BB should increase financial success by enhancing game-day experiencethrough 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. 7. An in-house ticketing system will provide stand-alone benefits and addvalue to the overall recommendationStand-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. 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. 9. The Braves Card registration process involves two distinctprocesses, 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. 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 Demographicsless more Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
    11. 11. BB will utilize information collected from the Braves Card program tomonitor 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. 12. BB will utilize information collected from the Braves Card program toprovide fans with rewards and incentives they choose Information Analysis / Registration Gathering ApplicationFans accumulate points Example Rewards: Prizes, incentives, anbased 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. 13. The Braves Card program cyclically collects and utilizes fan information NoEnrollment 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 NoInformation Gathering How Information User data Collect many stays in updated & Repeat customer? user info points system; end tracked earned? process YesApplicationAnalysis & 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. 14. All information collected from the Brave Card program will be storedand analyzed in Oracle’s PeopleSoft Enterprise CRM On Demand Demographics Attendance Purchasing Behavior Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
    15. 15. Oracle’s PeopleSoft Enterprise CRM On Demand system is thebest 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. 16. BB should delay developing a mobile application andinteractive 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. 17. BB should implement the program using phased implementation inconjunction 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. 18. The CRM system, ticketing system, and Braves Card program willbe 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. 19. Our recommendation requires a capital investment of $456,050over 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. 20. Our recommendation provides direct and indirect financial benefitsthrough 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. 21. Our recommendation enhances BB’s value proposition in 3main waysPersonalized Competition Overall TeamExperience 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. 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 strikeSeverity Probability Cost/Benefit Goals Recommendations Implementation Risk Mitigation Why Accenture Analysis
    23. 23. Accenture will provide BB the best services, strategy, and people toreach 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. 24. Questions?Ryan Menges • Jackie Ruggiero Sam Ranzetta
    25. 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. 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. 27. Appendix C: Pre-Implementation SWOT Analysis
    28. 28. Appendix D: Post-Implementation SWOT Analysis
    29. 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.

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