Client Case Study for Atlanta Falcons – B2C Multi-Touch Campaign

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Full House Turns $15,700 Investment into 154 New Accounts and $1,446,500 in New Personal Seat License (PSL) Revenue

THE GOAL:

Identify highly qualified prospects to convert into new Personal Seat License customers by executing a strategic multi-touch campaign through email, social media, and web display marketing.

THE PREPARATIONS:

TARGETED LEAD SELECTION – PRIORITY A

Geography: 75-Mile Radius from Zip 30313
Custom Select: Atlanta Falcons Fans
Household Income = $125,000+
Data Scrub Removal:
Existing Season Ticket Holders

76,699 FutureFans Discovered

TARGETED LEAD SELECTION – PRIORITY B

Geography: 75-Mile Radius from Zip 30313
Custom Select: National Football League Fans
Household Income = $200,000+
Data Scrub Removal:
Existing Season Ticket Holders

41,623 FutureFans Discovered (Sample of 23,301)

GRAND TOTAL = 100,000 FutureFans Discovered

TARGETED EMAIL DESIGNS

Design: 4 Email Designs
Development: Mobile-Ready HTML Testing: 30+ Render & Spam Testing
Deployment: Email designs are prepared and uploaded to our system for delivery using our predetermined targeting rules.

Total Cost for Email Development: $500

SOCIAL MEDIA & WEB DISPLAY AD DESIGNS

Design: 6 Designs, with 8 Ad Sizes Each
Facebook & Instagram: 12 Ad Variations Deployed
Web Display Ads: 36 Ad Variations Deployed
Deployment: Facebook / Instagram / Web Display Ads are prepared and uploaded to the ad networks using our predetermined targeting & re-targeting rules.

Total Cost for Social & Web Ads: $500

THE CREATIVES:

EMAILS, FACEBOOK, INSTAGRAM and DISPLAY ADS

THE MULTI-TOUCH EXECUTION:

1

TOUCH 1

EMAIL BLAST:
100,000 Emails

1

TOUCH 2, 3, 4

RE-TARGETING TO EMAIL OPENERS
(Guaranteed 10% Email Openers):
10,000 Impressions Each Served Through
Facebook, Instagram, & Web Display

1

TOUCH 5

EMAIL REBLAST:
100,000 Emails

1

TOUCHES 6, 7, 8

RE-TARGETING TO EMAIL OPENERS
(Guaranteed 10% Email Openers):
10,000 Impressions Each Served Through
Facebook, Instagram, & Web Display

1

TOUCH 9

EMAIL REBLAST:
100,000 Emails

1

TOUCH 10, 11, 12

RE-TARGETING TO EMAIL OPENERS
(Guaranteed 10% Email Openers):
10,000 Impressions Each Served Through
Facebook, Instagram, & Web Display

1

TOUCH 13

REBLAST TO UNIQUE EMAIL OPENERS:
15,000 Emails

TOTAL EXECUTION COST = $15,700

THE RESULTS:

Ron McA
holla@ronmcavaddy.com
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