"The Denver Broncos have found the perfect marketing tool to continue our goal of transparency and providing exclusive content for our season ticket holders. Broadnet's TeleForum™ technology has been a touchdown for our organization. The level of participation from our customers has been outstanding, and the feedback has been unprecedented. Now that we have found the solution to give our fans the "behind-the-scenes" look into our football operations, FanForums will continue to be a ever-growing part of our strategy." -- Dennis Moore | Vice President of Sales and Marketing | Denver Broncos Football Club

Objective.

Focusing on fan outreach and re-engagement, a unique tactic to give season ticket holders an exclusive insight into the team’s operation was sought as part of the Denver Broncos’ plan. TeleForum^™ technology powered by Broadnet was identified as a cost, logistic, time and results effective solution. On April 20, 2011, the Broncos hosted their first FanForum event with Guest Hosts John Elway and Broncos General Manager Brian Xanders to talk directly with fans about the future of the Broncos, instilling a winning culture, and their focus for the upcoming draft.

Solution.

TeleForum™ technology’s live, dynamic, virtual format offered the Broncos a powerful opportunity to reach out to more than 20,000 existing and new season ticket holders during a single event, directly connecting them with the Denver Broncos executive staff. Content included the upcoming draft, team position and vision, and was intended to generate enthusiasm among fans. Additionally, the platform’s live transfer feature was leveraged to capture immediate ticket purchases.

Beyond providing a glimpse behind the scenes, the Broncos utilized their event to give fans a voice via real-time poll questions on subjects such as the team’s upcoming draft, season ticket information, and involvement in team social media activity.

Tactics used to generate buzz and increase participation included email invitations, a customized voice broadcast utilizing Broadnet’s BoomeRang^™ platform, and Custom Music Hold! The platform’s toll-free inbound line was used as well, enabling 749 fans to dial in and participate! Fans were given the opportunity to leave feedback in a voicemail at the conclusion of the TeleForum™ event or submit their responses via a survey on the Denver Broncos website. The Broncos also ordered a transcript of the live event from Broadnet to share with the media and hearing impaired season ticket holders!

Result.

Participant feedback from the Bronco’s first TeleForum™ call was extremely positive. The event successfully created loyalty and a sense of community by making fans feel valued and connected to the team, which helped re-energize enthusiasm, engagement and renewal momentum. With its staff’s ability to seamlessly produce a powerful, highly relevant fan experience, the Denver Broncos have since hosted two more TeleForum™ events (all three in one month) with guest hosts including Head Coach John Fox and NFL Commissioner Roger Goodell as part of a Broncos TeleForum™ Call Series offered exclusively to Season Ticket Holders. The Denver Broncos broke a new record in the NFL (based on the number of participants they reached out to), having the most participants (7,064 total attendees) on a TeleForum™ event. The Broncos have future plans to utilize TeleForum™ technology to stay connected with fans and express appreciation for team support throughout the year.

AFL-CIO University of Colorado Athletics