Rutgers University - Bowl Bound
Purpose: To inform alumni about the Rutgers football team's appearance in the Insight Bowl and the variety of events surrounding the game.

Target: Rutgers alumni athletics fans throughout the country.
Delivery dates: November 29 through December 22, 2005
Emails sent: 16
Total recipients: 256,816

In 2005, the Rutgers football team earned its first bowl bid in 27 years. Under deadline to reach out to alumni about all of the activities planned around the event, Rutgers chose its alumni broadcast email system as its most crucial tool in communicating bowl game events to alumni.

In total, 16 broadcast emails were sent out to all alumni. These alerted alumni to the Insight Bowl web site and opportunities to purchase tickets and vacation packages for the event, and provided details about events in the Phoenix area where the bowl was held. These broadcast emails contributed to more than 7,500 Rutgers fans purchasing tickets and traveling to Phoenix for the Insight Bowl; in Phoenix, 4,000 attended the pre-game festivities and 3,500 attended the pep rally the day before. The broadcast campaign also targeted pockets of alumni around the country, as Rutgers regional alumni clubs hosted "official" bowl-watching parties in 12 locations around the country and three "official" locations in New Jersey, with hundreds of alumni and friends attending the game-watching events.