FAN ENGAGEMENT CAMPAIGN
The Seattle Sockeyes first season will be 2021-2022. In order to celebrate the grand opening of the new stadium and the start of our first season, we are going to be running a fan engagement campaign.
OVERALL CONCEPT OF CAMPAIGN – WALL OF FAN SIGNATURES
We will have a wall of fans signatures within the new stadium. For fans to enter to have their name on the wall, they need to download the app and enter their information. All fans will have their name on the wall and 1,000 fans will be chosen to attend the wall reveal event in the new stadium. One lucky fan will be chosen to have a jersey with their name hung in the rafters for the year.
TARGET OF CAMPAIGN
The campaign will target the same market of our mobile app to drive app downloads and ultimately convert them to app users.
The campaign will start 6 months before the season opener with owned media on our social channels and paid ads on TV, billboards, and social (specifically FB & Instagram) because that is where our current market spends most of their time. Our goal is that it will expand to earned media drawing attention from local news and sports stations and publications.
METRICS OF SUCCESS
In order for us to mark this campaign as a success, we are looking to drive 50,000 app submissions. From there, we want to convert 15% of these new app users into an engaged mobile app users. To us, an engaged mobile app user is someone that regularly interacts with the fan feed and spends at least $150/year within the app.
Measuring this success will come in 2 phases – The app downloads we will measure within the duration of the campaign and the conversion to engaged users that will be assessed at the end of the first season.
TOOLS TO TRACK & MEASURE CAMPAIGN