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

Posted at 03:48h in Case Study by

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 & 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:

THE MULTI-TOUCH EXECUTION:

TOUCH 1
EMAIL BLAST:

100,000 Emails

TOUCH 2, 3, 4
RE-TARGETING TO EMAIL OPENERS

(Guaranteed 10% Email Openers):
10,000 Impressions Each Served Through
Facebook, Instagram, & Web Display

TOUCH 5
EMAIL REBLAST:

100,000 Emails

TOUCH 6, 7, 8
RE-TARGETING TO EMAIL OPENERS

(Guaranteed 10% Email Openers):
10,000 Impressions Each Served Through
Facebook, Instagram, & Web Display

TOUCH 9
EMAIL REBLAST:

100,000 Emails

TOUCH 10, 11, 12
RE-TARGETING TO EMAIL OPENERS

(Guaranteed 10% Email Openers):
10,000 Impressions Each Served Through
Facebook, Instagram, & Web Display

TOUCH 13
REBLAST TO UNIQUE EMAIL OPENERS:

15,000 Emails

TOTAL EXECUTION COST = $15,700

The Results:

Tags:
, , ,
Print page