By Todd Cohen
WINSTON-SALEM, N.C. — The athletics department at Wake Forest University in Winston-Salem has signed up for an affinity-marketing program offered by Raleigh-based Business Telecom Inc. that shares revenue with partners that help drive business to the firm.
Wake Forest will encourage alumni and other supporters to use the local, long-distance, Internet and data services of BTI, which will give the school a percentage of revenue from customers it refers to BTI.
Including Wake Forest, BTI offers its affinity-marketing program to 12 colleges and universities and 130 nonprofit associations in the Carolinas, Florida, Georgia, Tennessee and Virginia.
In 2002, those schools and associations generated roughly $30 million in revenue for BTI, which shared $1.3 million with the schools and associations, says Mark Mitton, BTI’s director of marketing.
BTI, with 30,000 business customers and $285 million in annual revenue, generates roughly half of its new customers through its affinity-marketing program, Mitton says.