As Watford FC prepare for a new era on the pitch under Marco Silva, the close season offers the chance to reflect on off-the-pitch successes over the last 12 months. As CRM, Data and Research partner, Goodform have supported The Hornets for over five years on their journey to becoming a now established Premier League Club, continually achieving consistent and impressive growth in several areas.
During the 2016/17 season alone over 3.5 million digital interactions across 139 individual campaigns were delivered. Goodform’s fan segmentation ensures highly targeted communications which resulted in growth of both first-time buyers and fans attending more matches than they did the previous season, whilst there was a 45% uplift in first-time retail buyers. Overall, Watford saw an impressive 15% growth in their email-able database which resulted in increased revenue across ticketing, retail, hospitality, and Watford’s Community Sports & Education Trust.
This summer promises to be one to remember for all athletics fans, with the Müller Anniversary Games, Para Athletics and IAAF World Championships London 2017, and Müller Grand Prix all taking place across the next two months. It’s a time when as well as attending events, fans are looking for the latest news and content to consume. Following the successful launch of the #Represent campaign, British Athletics have now launched their new website. Developed by Goodform, the website has been designed to engage and excite the current athletics audience, as well as providing British Athletics with a key asset in attracting new fans to the sport.
Over 3,000 fans took part in research at the start of the project to define the key features of the new website, with the insight from the research helping to shape the content architecture. Research carried out following the launch of the website showed that over 75% of the audience will visit the website more frequently.
Joe Kyle, Goodform’s Marketing Director said: “The British Athletics website has been a great project to be part of, and represents a step change in how British Athletics are able to engage with their audience. As a retained client of Goodform’s since 2009, we have in-depth knowledge of the British Athletics’ audience which provided the foundations for the project, and ensured that we built a platform tailored to the fans of the sport.”
Ryan Murphy, General Manager, Commercial, for British Athletics added: “We are delighted to now have a digital platform that allows us to interact with the British Athletics fans in a much more engaging and effective way. The insights that Goodform provided in the first stage of the project gave us the confidence that we were developing a website that truly meets the fan’s needs, and we will be working hard to create relevant and exciting content that encourages them to visit the website frequently.”
Visit the website at www.britishathletics.org.uk
Goodform recently worked with British Water Ski & Wakeboard (BWSW) to help the national governing body understand more the changing needs of its members, participants and enthusiasts across the UK.
With stakeholder insight central to the project, Goodform carried out regional focus groups, supplemented by a nationwide online survey, with findings analysed to identify trends and measure sentiment across key metrics relating to the governing body’s membership scheme.
The multi-phase project provided insight into participation rates and BWSW awareness levels, uncovering factors that would influence sentiment and decision-making. It assessed, across key audience segments, different membership purchase and renewal drivers and motivations, communication preferences, optimum price points and an evaluation of membership benefits.
Goodform’s recommendations will support BWSW ensure its membership offering is attractive and of value, with a strategy that enables the governing body to attract and retain members by directing investment in areas evidenced to deliver a commercial return.
Patrick Donovan, Chief Executive of British Water Ski & Wakeboard commented “We commissioned Goodform to help us better understand the needs of water skiers and wakeboarders across the UK. Their research findings and recommendations were clear, insightful and will help ensure British Water Ski & Wakeboard membership remains attractive to casual participants, delivers relevant value to our members and provides a commercial return to enable the governing body to continue to invest in developing the sport.”
Years of planning and preparation, both on and off the field, came to fruition as the British & Irish Lions became the first international side to avoid defeat to the All Blacks in a series in New Zealand since 1994, For Goodform, the journey started back in 2013 shortly after the Lions victory in the third Test against Australia.
As official CRM partner, Goodform have been working with the Lions to deliver engaging content to their passionate fan base, and over the last four years have helped the Lions to achieve significant growth in their fan database.
Planning for the Tour started back in 2015 and Goodform have been delivering key campaigns throughout to ensure that the fan base remained engaged. Since the Tour left for New Zealand at the end of May campaigns have delivered an average of 50% open rates, and 12% clickthrough rate (compared to 25% and 3% respectively for the sports industry).
These impressive stats are a result of strong content and the tailored nature of the emails sent to the Lions audience. There is constant tailoring and improvement with Goodform’s analytics platform generating insights which strengthen each subsequent communication.
Shane Whelan, Digital Communications Manager for the Lions commented: “Goodform have been a fantastic partner for us for the past four years, and have really helped us to understand, engage, and grow our audience.
“The analysis they provide has helped to shape our content strategy and ensure that we send the right content to the right fans at the right time.
“As a team, Goodform have always been flexible and supportive of our needs, which has been particularly important during the Tour itself when we have to deal with the significant difference in time zones.”
Paul Cartwright, Goodform CRM & Insight Manager and account manager for the Lions added “Working on such a unique sporting event as a Lions Tour has been a great privilege and something the whole Goodform team has enjoyed. The results show that the Lions fan base is highly engaged and we continue to work hard to ensure that this remains the case for the remainder of the tour and beyond.”