"Ideas that Work" is a periodic feature developed for The NCAA News by the National Association of Collegiate Marketing Administrators. Individuals interested in contributing information may telephone Trip Durham of Elon University at 336/278-6708.

Prelim/fund-raiser program
University of Massachusetts at Lowell
Peter Casey, assistant athletics director

What: The university was able to work with several local youth ice hockey teams to create and implement the Massachusetts-Lowell prelim/fund-raising program. The program worked this way: Two youth hockey teams played a scheduled regulation game before the Massachusetts-Lowell contest. The teams were responsible for providing referees and scorekeepers for the game. The university provided 90 minutes of free ice time and locker-room facilities. The kids on both teams were required to sell at least 300 tickets to the Massachusetts-Lowell hockey game occurring later that day.

The players typically sold the tickets to their families and friends for $5 each. Those who purchased the tickets were able to see both the youth hockey game and the college game. Also, for every ticket the players sold at $5, their team would receive $2 for its booster account.

How: The program works best if the prelim dates take place on Saturdays or holidays since those dates don't conflict with school. The university distributed fliers and posters to all area hockey rinks. The most effective ways to promote the program were to meet with team managers and coaches and to send mailers to youth hockey organizations.

Results: The program was a great fund-raiser for all of the teams that participated. Each team raised an average of $1,050. Over the course of four games, the university was able to sell 2,100 tickets. The kids and their parents seemed genuinely excited about the program and the fact that they were able to play in the same arena as the River Hawks. Many customers walked away satisfied knowing they were able to contribute to a successful fund-raising cause and see an exciting hockey game in return.

True Blue
University of New Hampshire
Jaren Naef, marketing coordinator

What: By leveraging the success of its men's ice hockey program, New Hampshire was able to use more than 800 names on the season-ticket waiting list for this idea. Each wait-list member was given a "True Blue" card that listed required events, along with bonus events. For every event they attended, participants would receive points that would move them up on the ticket list (the only other way to move up the wait list is to donate money and receive priority points). If fans attended every required event, they would enter a drawing in which they could win a pair of men's ice hockey season tickets.

How: The idea focused how to drive traffic to other athletics events by concentrating on the hundreds of people who are on the men's hockey season-ticket waiting list. Organizers hoped those fans would use a chance to win season tickets as an incentive to attend athletics events other than men's ice hockey.

Educator's Day
Iowa State University
Mary Zeigler, director of marketing

Who: Pre-K through 12th-grade administrators and administrators from throughout the state of Iowa, College of Education alumni and students.

What: Educators, including alumni, were offered discounted tickets at $15 rather than the usual $23 price. The game was selected by the College of Education and the athletics department. All Iowa school teachers, specialists, administrators, support-staff members and school board members were invited to participate. The event included a pre-game tailgate and a halftime presentation of outstanding educators, including the state teacher of the year.

How: The athletics department approached the College of Education to create the partnership. The athletics department wanted to sell group tickets, and the College of Education wanted exposure. The College of Education promoted the event mailings to teachers and educators in May and August. In addition, the college posted information and an order form on its Web site. The College of Education planned the tailgate, received all the ticket orders, purchased the group tickets and mailed them out. In return, the athletics department provided free tent space, promotion of the college during the game (including public address announcements), message-board announcements and a halftime presentation.

Results: This promotion has been very successful, bringing in about 1,500-2,000 in ticket sales each year.