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Vancouver Whitecaps FC CASE STUDY Vancouver Whitecaps FC Project Overview Team Roster Vancouver Whitecaps FC have been a local staple for 40 years as the city’s professional soccer team. Their lively and loyal Southsiders and other regulars know full well the thrill of watching live soccer at an elite calibre. However, Prestige saw potential for many other locals to discover the Whitecaps FC experience as well. The Game Plan Vancouver Whitecaps FC brought Prestige onto the team for the 2014 season, to implement a game plan to take their game to the next level. After looking over stats and footage, we knew where to start: Challenge number one in this season of the ‘Caps’ marketing was to reduce their Cost per Acquisition (CPA) spending. Challenge number two was to drive up the ticket sales for the 2014 season, while staying within the existing budget. Running the Plays The Prestige team gathered around the whiteboard and devised strategies after traffic and interest analysis. We noted the correlation between people searching for Whitecaps FC’s game schedule and their predisposition to purchasing tickets. Our strategists created a new group of keywords as well as new ad copy to target this audience specifically. This resulted in an increase of 29.2% of Search Engine Marketing ticket sales. % .2 29 Search Engine Marketing ticket sales increased by 29.2%. The other play we wanted to work into Game1 was to focus on mobile traffic. We discovered that 31.4% of the ’Caps online traffic was from mobile sources. We set up a mobile-exclusive campaign to bring better action to the team’s underused mobile site. This improved revenue generated via mobile traffic by 6.5% during the campaign period. % .5 6 Revenue generated from mobile traffic improved by 6.5% during the campaign period. The Scoreboard Campaign Start Date: April 22, 2014. Date of Case Study: August 25, 2014. 1) Average Cost per Click: 2) Average Cost per Acquisition: % % 55.73 lower 32.85 lower Starting: $0.61 Starting: $13.94 Current: $0.27 Current: $9.36 3) Average Click-Through rate: 4) Ticket Sale Improvements: % April - May: 112 higher 136 May - June: 194 Starting: 11.38% June - July: 222 Current: 15.56% July - August: 158 It’s a Win! Prestige accomplished a successful campaign for Vancouver Whitecaps FC. Continuing to improve ability while cutting the fat, Prestige removed from the campaign any ads that receive a click-through rate below 10%. To strengthen, we generated new ads based on updated keyword trends and previous best performers. We continued to monitor and test lower performing ad copy, keywords and website experience to ensure that the ‘Caps’ 2014 marketing campaign was always in tip top shape. In the spirit of a dedicated athlete, we pushed for ongoing improvement in every area, based on analysis of public interests, trends and general account data analysis. About Prestige Marketing and Our Services Prestige is dedicated to helping businesses navigate the complex world of digital marketing. Through careful research and expert consultation, our strategies focus on helping you work smarter rather than harder; connecting your business with the highest quality leads and consumers. Big or small, online or offline, Prestige Marketing is here to help your business grow. For more information about Prestige Marketing and our services, please contact us: TEL: 604-273-0002 Email: [email protected].
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