A Premier League football club generates a lot of rich content and we’ve worked alongside CPFC for over 3 years to support getting this content in front of existing and new fans.
From the outset, the club recognised an opportunity to drive engagement through their owned platforms and to further build their online following, so we built them a self-service and dynamic platform where they can quickly publish news articles, video content and even broadcast live video streams.
To help add to the club’s understanding of their fan base, it was agreed that the site would incorporate both sign-up and social login options for access to encourage fans to opt-in to receive timely updates and notifications. We took that concept further by wrapping up both the content delivery and the notification functionality into a mobile app, which integrates with the authentication system.
The platform has evolved, with exclusive ‘extras’, downloadable wallpapers, fan voting, special offers and competitions. Every matchday, event or competition that the club takes part in is an opportunity to develop and distribute highly focussed and collaborative content and we’ve continued to find new and innovative ways to work with the club to engage their fans. All this activity has added to the recognised value of membership and helped turn the content portal into the hub of the club’s efforts to communicate effectively in a deeper and more meaningful manner.
The content portal was a great vehicle for launching the idea of free membership for fans. The club had a longstanding program with several tiers of membership, each providing access to tickets and other attractive and exclusive benefits. When the chairman explained to us that he wanted to introduce a free membership program with the idea of integrating this into exclusive access to content, we felt a standalone agile platform would provide the club with the best mechanism for registering and tracking membership in addition to managing the publishing of the content that fans were looking for.
We were careful to keep the barrier to sign-up as low as possible, offering fans the chance to login with their current paid member accounts, quickly register as new fans or use their social platform profiles. We all anticipated that the majority of fans signing up for free membership would be happy to consent to receive additional marketing communications from the club and this indeed was the case. This gave the club a very valuable contact database that complemented their existing data, consisting of people who had a real interest in the club and who might be encouraged to join one of the paid membership programs or sample one of the clubs excellent matchday packages.
Adding this new data about free members to existing analytics, ecommerce and ticket-office data has also really helped round-out the club’s understanding of typical fan journeys and the purchase funnel for tickets, merchandise and memberships.
Of course, data that doesn’t get analysed and reported on effectively is of no real value to a business and keeping data just for the sake of having it is a practice that isn’t to be encouraged, especially as the GDPR driven wave of changes to the regulatory environment approaches rapidly.
Our long experience of working with data generated by websites and social platforms meant that we were ideally placed to work with the club to translate the data that was being collected into insightful reports that could be used throughout the business to help refine strategies to provide better fan experiences and a more targeted approach to executing club communication.