Case Study: Setting Records with Orange Slice Marketing - UAA's 'Pack The House' Campaign
About the Client: University of Alaska - Anchorage (UAA) Athletics
UAA Athletics is the University of Alaska - Anchorage sports division, fostering athletic excellence and community engagement. 'Pack The House' is an annual women's volleyball event to break NCAA DII attendance records.
About the Project: Breaking Boundaries and Building Community Spirit
In 2023, UAA Athletics joined forces with Orange Slice Marketing to propel their iconic 'Pack The House' event to new heights. The mission was clear: surpass UAA’s 2022 NCAA DII attendance record, creating another electrifying experience for players and fans alike.
The Challenge:
UAA Athletics faced the challenge of outperforming their own attendance record of 3,888 fans. Orange Slice Marketing identified the need for a comprehensive strategy, integrating paid and organic social media advertising, email marketing campaigns, radio, print, and TV to maximize reach and engagement.
Our Solution:
Orange Slice Marketing crafted a dynamic marketing strategy to ignite excitement and boost attendance:
Social Media Blitz: Engaging content on Facebook and Instagram, enticing fans to witness history.
Strategic Email Campaigns: Targeted emails emphasizing the community spirit and the opportunity to be part of record-breaking history.
Multichannel Promotion: Radio, print, and TV ads to reach diverse audiences and amplify event awareness.
The collaboration between Orange Slice Marketing and UAA Athletics aimed not only to break records but also to create a memorable experience for fans and players alike.
Results:
The campaign culminated in a near-record attendance of 3,280 fans, solidifying UAA's women's volleyball team's place with two spots in the top five for NCAA DII volleyball attendance records. The event nearly surpassed UAA's own 2022 attendance figures for regular-season attendance. UAA's women's volleyball team felt the energy from the crowd, leading them to secure a win against Northwest Nazarene at the AVIS Alaska Sports Complex.
Key Outcomes:
Near-record attendance of 3,280 fans, securing a second Top 5 spot in NCAA DII regular-season attendance.
Elevated community engagement, with fans expressing overwhelming support for the team and the event.
Continued positive media coverage, emphasizing UAA Athletics as a leader in community-driven sports initiatives.
Conclusion:
The collaboration between UAA Athletics and Orange Slice Marketing achieved unprecedented success in 2023. 'Pack The House' nearly surpassed the previous year's attendance and reinforced the event as a symbol of community spirit and support for UAA's women's volleyball team by securing a second spot in the Top 5 of the NCAA DII attendance records. The campaign set a new standard for future events, showcasing the power of strategic marketing in uniting communities and achieving unparalleled success. Orange Slice Marketing remains a proud partner in creating unforgettable experiences for UAA Athletics and its dedicated fan base.
