C A S E S T U D Y
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TicketManager Helps JELD-WEN Create Additional Business Opportunities Through Improved Ticket and Suite Utilization, While Reducing Ticket Administration by 840 Hours per Year
TICKETMANAGER BENEFITS • Maximizes ROI Enables organizations to identify the most effective business purpose for ticket and suite assets
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Our goal is to use 100 percent of our tickets and measure strategic outcomes. TicketManager allows us to measure the positive correlation between ticket and suite usage and revenue growth. Bill Hueffner, Director of Development and Professional Relations JELD-WEN
]
• Reduces Wasted Tickets Effective usage tracking helps reduce unused ticket and suite assets
• Increases Efficiency Ticket requests are centralized, improving ticket and suite administration, allocation and distribution
part, to creating strong relationships with homebuilders and architects. JELD-WEN uses sports tickets and suites to entertain these valuable customers and deepen relationships with them. The company also uses tickets and suites as internal incentives, and to entertain suppliers and vendors.
to handle manually. In addition to more efficient ticket administration, allocation and distribution, JELD-WENrequired a ticket management systemthat could help the company improve ticket utilization and suite use, as well as evaluate the return on sponsorship investment.
• Identifies Proper Tax Deductions Accurately tracks tickets and suites used for entertainment and charitable giving, and ensures compliance with company policy and federal (IRS and Sarbanes-Oxley) requirements
SITUATION For more than 50 years, JELD-WEN has built a reputation as one of the world’s most reliable manufacturers of windows and doors. Today, the company offers a full breadth of stylish windows and doors, earning numerousawards and endorsements for dependability, innovation and excellence. Thecompany credits its half-century of success, in © 2012 TicketManagerAll Rights Reserved
CHALLENGE JELD-WENis an official partner of Major League Soccer (MLS), a corporate sponsor of the Portland Timbers, and took over naming rights to JELD-WENField beginning with the 2011 MLSseason. These relationships provideJELD-WEN with tickets to Timbers’ home and away games in particularly desirable areas of the stadium, including a private suite. The company also has a sponsorship with THEPLAYERSChampionship, and entertainment opportunities at concerts and PGATOUR, NASCARand NHL events. Managing thousands of tickets and suites became too cumbersome
SOLUTION JELD-WEN’s IT department was instrumental in choosing TicketManager over other ticket management systems. TerryDavis, manager of development & systemsfor JELD-WEN, said that the decision toleverage the SaaSapplication for ticketmanagement was highly influenced by three important factors: • Automated integration of tickets and suites • Single login within current corporate environment • Ability to create multiple workflows
C A S E
S T U D Y
TicketManager Helps JELD-WEN Create Additional Business Opportunities Through Improved Ticket and Suite Utilization, While Reducing Ticket Administration by 840 Hours per Year “Single login and fewer passwords have resulted in a higher adoption rate among our employees,” said Davis. JELD-WEN’s director of development and professional relations, Bill Hueffner, said that the company also selected TicketManager, because, in his words, “it required no customization that would add to the cost, was easy to use, and fulfilled our most crucial systemobjectives.” Those objectives included evaluating the value of sports sponsorships and prioritizing ticket allocation based upon potential revenue gains. Hueffner describes the company’s previous ticket allocation process as “arbitrary.” Now, all ticket requests are centralized, allowing for allocation of tickets and suites according to stated, rather than assumed, business purposes. With TicketManager, JELD-WENcan nowtrack ticket requests, approvals, denials, invitees, attendees and the business purpose of invitations, while obtaining real-time access to business impact reports that measure ticket inventory, top users, most invited companies and overall ticket utilization. Hueffner, who was introduced to TicketManagerthrough the company’s sponsorship of the PGATOUR, said that the decision to use TicketManagerwas also influenced by the product’s ability to manage not only traditional tickets and suites, but grounds passes for various levels of entry at PGATOURevents. © 2012 TicketManagerAll Rights Reserved
RESULTS JELD-WENhas experienced appreciable time-savings in managing its sports and entertainment assets since implementing TicketManager. Hueffner estimates that the time saved on ticket administration, backand forth emails, coordination, accounting and fulfillment is approximately 840 hours per year -- a combined total of more than20 weeks. JELD-WENhas also improved ticket and suite utilization with TicketManager. The company aims for 100 percent utilization of its ticket and suite assets because unused tickets translate to potential lost revenue. “Our goal is to use 100 percent of our tickets and measure strategic outcomes. TicketManagerallows us to measure the positive correlation between ticket and suite usage and revenue growth,” said Hueffner. “With greater utilization of tickets, we create more business opportunities,” he added, noting that since implementing TicketManager, the company has significantly increased ticket utilization, as demonstrated by a Timbers game last season in which 100 percent of the tickets were used. Several other Timbers games achieved approximately 95 percent utilization. He credits the product’s visibility and ease of use with exposing a greater number of employees to the company’s tickets and suites, which he says has had a direct impact on increased ticket utilization.
JELD-WENemploys sophisticatedmetrics to determine the value of its sports and entertainment sponsorships. The company measures return on investment in several areas, including unaided brand awareness, entertained customer sales lift, attendeeper-dollar ratio, regional sales lift andcost– to-quality impression. Hueffner saysthat it is important to knowmore than justthe number of overall impressions fromany given sponsorship. “We want to understand the impact of a particular sponsorship on our business and volume of sales, and howthat sponsorship compares to dollars spent in other more traditional or standard marketing channels. TicketManager enables us to measure various metrics, such as‘entertained customer sales lift.’ Beforeusing this tool, it was too cumbersome to track and pull this type of information or to have confidence in our data,” he concluded.
How can we turn your tickets and suites into powerful corporate assets to drive revenue? Contact us for a demo [email protected] www.TicketManager.com 1.877.423.4868
S T U D Y
TicketManager Helps JELD-WEN Create Additional Business Opportunities Through Improved Ticket and Suite Utilization, While Reducing Ticket Administration by 840 Hours per Year
TICKETMANAGER BENEFITS • Maximizes ROI Enables organizations to identify the most effective business purpose for ticket and suite assets
[
Our goal is to use 100 percent of our tickets and measure strategic outcomes. TicketManager allows us to measure the positive correlation between ticket and suite usage and revenue growth. Bill Hueffner, Director of Development and Professional Relations JELD-WEN
]
• Reduces Wasted Tickets Effective usage tracking helps reduce unused ticket and suite assets
• Increases Efficiency Ticket requests are centralized, improving ticket and suite administration, allocation and distribution
part, to creating strong relationships with homebuilders and architects. JELD-WEN uses sports tickets and suites to entertain these valuable customers and deepen relationships with them. The company also uses tickets and suites as internal incentives, and to entertain suppliers and vendors.
to handle manually. In addition to more efficient ticket administration, allocation and distribution, JELD-WENrequired a ticket management systemthat could help the company improve ticket utilization and suite use, as well as evaluate the return on sponsorship investment.
• Identifies Proper Tax Deductions Accurately tracks tickets and suites used for entertainment and charitable giving, and ensures compliance with company policy and federal (IRS and Sarbanes-Oxley) requirements
SITUATION For more than 50 years, JELD-WEN has built a reputation as one of the world’s most reliable manufacturers of windows and doors. Today, the company offers a full breadth of stylish windows and doors, earning numerousawards and endorsements for dependability, innovation and excellence. Thecompany credits its half-century of success, in © 2012 TicketManagerAll Rights Reserved
CHALLENGE JELD-WENis an official partner of Major League Soccer (MLS), a corporate sponsor of the Portland Timbers, and took over naming rights to JELD-WENField beginning with the 2011 MLSseason. These relationships provideJELD-WEN with tickets to Timbers’ home and away games in particularly desirable areas of the stadium, including a private suite. The company also has a sponsorship with THEPLAYERSChampionship, and entertainment opportunities at concerts and PGATOUR, NASCARand NHL events. Managing thousands of tickets and suites became too cumbersome
SOLUTION JELD-WEN’s IT department was instrumental in choosing TicketManager over other ticket management systems. TerryDavis, manager of development & systemsfor JELD-WEN, said that the decision toleverage the SaaSapplication for ticketmanagement was highly influenced by three important factors: • Automated integration of tickets and suites • Single login within current corporate environment • Ability to create multiple workflows
C A S E
S T U D Y
TicketManager Helps JELD-WEN Create Additional Business Opportunities Through Improved Ticket and Suite Utilization, While Reducing Ticket Administration by 840 Hours per Year “Single login and fewer passwords have resulted in a higher adoption rate among our employees,” said Davis. JELD-WEN’s director of development and professional relations, Bill Hueffner, said that the company also selected TicketManager, because, in his words, “it required no customization that would add to the cost, was easy to use, and fulfilled our most crucial systemobjectives.” Those objectives included evaluating the value of sports sponsorships and prioritizing ticket allocation based upon potential revenue gains. Hueffner describes the company’s previous ticket allocation process as “arbitrary.” Now, all ticket requests are centralized, allowing for allocation of tickets and suites according to stated, rather than assumed, business purposes. With TicketManager, JELD-WENcan nowtrack ticket requests, approvals, denials, invitees, attendees and the business purpose of invitations, while obtaining real-time access to business impact reports that measure ticket inventory, top users, most invited companies and overall ticket utilization. Hueffner, who was introduced to TicketManagerthrough the company’s sponsorship of the PGATOUR, said that the decision to use TicketManagerwas also influenced by the product’s ability to manage not only traditional tickets and suites, but grounds passes for various levels of entry at PGATOURevents. © 2012 TicketManagerAll Rights Reserved
RESULTS JELD-WENhas experienced appreciable time-savings in managing its sports and entertainment assets since implementing TicketManager. Hueffner estimates that the time saved on ticket administration, backand forth emails, coordination, accounting and fulfillment is approximately 840 hours per year -- a combined total of more than20 weeks. JELD-WENhas also improved ticket and suite utilization with TicketManager. The company aims for 100 percent utilization of its ticket and suite assets because unused tickets translate to potential lost revenue. “Our goal is to use 100 percent of our tickets and measure strategic outcomes. TicketManagerallows us to measure the positive correlation between ticket and suite usage and revenue growth,” said Hueffner. “With greater utilization of tickets, we create more business opportunities,” he added, noting that since implementing TicketManager, the company has significantly increased ticket utilization, as demonstrated by a Timbers game last season in which 100 percent of the tickets were used. Several other Timbers games achieved approximately 95 percent utilization. He credits the product’s visibility and ease of use with exposing a greater number of employees to the company’s tickets and suites, which he says has had a direct impact on increased ticket utilization.
JELD-WENemploys sophisticatedmetrics to determine the value of its sports and entertainment sponsorships. The company measures return on investment in several areas, including unaided brand awareness, entertained customer sales lift, attendeeper-dollar ratio, regional sales lift andcost– to-quality impression. Hueffner saysthat it is important to knowmore than justthe number of overall impressions fromany given sponsorship. “We want to understand the impact of a particular sponsorship on our business and volume of sales, and howthat sponsorship compares to dollars spent in other more traditional or standard marketing channels. TicketManager enables us to measure various metrics, such as‘entertained customer sales lift.’ Beforeusing this tool, it was too cumbersome to track and pull this type of information or to have confidence in our data,” he concluded.
How can we turn your tickets and suites into powerful corporate assets to drive revenue? Contact us for a demo [email protected] www.TicketManager.com 1.877.423.4868
