October 30

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Penn State Athletics joins the EngageMint team

By David Millay

October 30, 2019


STATE COLLEGE, PA. – EngageMint announced a new customer experience partnership with Penn State Athletics, focused on creating memorable experiences for the loyal Penn State fanbase.

Penn State is joining forces with EngageMint to create tools, systems and processes behind the scenes to drive experiences that create deep emotional connections with Penn State fans.

“We believe that coming to a Penn State Athletics event has traditionally been one of the best sporting experiences in the country. But in an age of rapidly changing technology and many consumer choices, we must constantly strive to understand our fans’ preferences and to be in a continuous improvement mindset” Penn State Vice President for Intercollegiate Athletics Sandy Barbour said.

“Just like our championship teams on the field, we are continually looking to improve our fan game day experience and offerings. We are excited to be collaborating with EngageMint, who has a long history of assisting their clients with fan-centric experiences.”

EngageMint believes innovation starts with knowing your fans. EngageMint is assisting Penn State in analyzing new “listening posts” from fans, placing Happy-or-Not Smiley terminals in athletics venues to collect real-time feedback at individual customer touchpoints, as well as assisting with the creation and analysis of post-game surveys to fans.

With that data, EngageMint will be collaborating with Penn State to create in-depth customer journey maps around various fan personas and how they experience and interact with the Penn State Athletics brand.

Along the fan’s journey, it takes human beings to deliver true surprise and delight moments. Which is why a large focus of the relationship will involve Happy Valley Hospitality, an initiative created during the 2018 football season designed to promote the positive and welcoming atmosphere that the Penn State fanbase is known for.

To further build out the Happy Valley Hospitality initiative, EngageMint will collaborate with Penn State Athletics to create behavioral frameworks, recognition programs and training processes for all employees representing Penn State during athletic events to deliver consistent service.

“We’re excited to be working with Penn State Athletics for the next three years,” EngageMint Managing Partner, David Millay, said.

“Their leadership team and partners understand how important Nittany Lion fans are to the success of the student-athletes and Penn State Athletics brand. We’re excited to help the entire Penn State Athletics team better serve one of the most passionate fan bases in the country.”

Penn State University represents the second Big Ten athletic department to partner with EngageMint. Through its second year of operations, EngageMint has served Universities from Big Ten, AAC, Big East, Conference USA, Sun Belt, Big South.


About EngageMint:

EngageMint is a customer experience design firm that helps athletic departments enhance their customer experience by designing and implementing new systems and processes in five (5) core areas: Fan Insights (collecting & analyzing new data points and building detailed fan personas based on functional and emotional needs), Culture (through behavioral frameworks, training and supporting systems), Operations (processes to allow for consistent service delivery), Experiences (development and implementation of new products and services), and Monetization (finding incremental revenues from each of the previous competencies).

To learn more about EngageMint , visit engagemintpartners.com/pennstate or contact our Managing Partner, David Millay, at davidm@engagemintpartners.com

David Millay

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