Sports
Marketing
Brief
With interstate AFL clubs
competing for fan loyalty, Essendon needed to secure
its financial base by
retaining existing members and convincing its
widespread supporters
to take up a full Club membership.
Strategy
The Club and their
creative team quickly established that one-to-one
communication
with each supporter
would be crucial to achieving cut-through
for the campaign.
After listening to the client and their creative
requirements, Penfold Buscombe was able to
offer a choice of potential
solutions. Each could be produced cost-effectively
with a very high degree of personalisation,
and allowed the Club to meet all their requirements
for the campaign.
Solution
Essendon sent each
registered member and supporter a fully personalised
renewal
mailer, in which
the captain appealed directly to that
Bombers fan by
name. Each
individual was personally encouraged
to renew, or asked to consider, full membership
of
the Essendon AFL Club.
The success of
this DM activity has far exceeded expectations.
In fact, membership
increased
by 20% after the first
mail campaign six years ago, and has
continued to grow ever since.
Essendon
has continued to develop their use of direct mail,
and now engage
their members
in
true one-to-one
marketing. We at Penfold Buscombe
are proud of our association with the Club,
and our
part in
helping
them to adapt to the changing world
of sports marketing.
Key
Achievements
Membership
increased by 20% after the first mail campaign six
years
ago,
and has continued
to
grow ever since.
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