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How I see it:
They say content is king, but without a good story to accompany it, it's just a bunch of flashy images on a screen. In the heavily saturated age of digital media it's a good story that's as good as gold.
My Experience:
They say content is king, but without a good story to accompany it, it's just a bunch of flashy images on a screen. In the heavily saturated age of digital media it's a good story that's as good as gold.
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Project Description:
While we knew that the 300 level (aka the nosebleed seats) was the strategic gateway to becoming a season ticket holder, we also knew the distance made the fans feel isolated, we didn't know who the fans were and needed to find a way to start a conversation.
My Role:
I led implementation of a strategic 300 level campaign aimed at both improving the experience for fans and helping our sales team identify and convert fans through data capture techniques into season ticket holders. I project managed all aspects of the data-driving engagement activations including sourcing, vetting, building-out and staffing the activations. These included popular high-tech autmented reality stations.
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The Outcome:
Annual 300 level retention percentages increased by 30% YOY going from the lowest to the highest performing section in the building. Additionally, these interactions alone produced an additional 20,000 sets of fan data for us to begin marketing and selling to.
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