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Cblue (Corporate Supporters Club)
How do you bring a historically working class membership to the attention of the Everton FC corporate sector? Offer exclusive benefits and communicate them with a language of cache value and privileged Everton FC membership.
To develop and promote a corporate wing of the Everton FC membership base would need to give businesses exclusive advertising opportunities and access to the Everton FC club that had previously been “strictly behind closed doors” including a variety of “money can’t buy” gifts and otherwise unavailable club privileges. |
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Strategy and Implementation: Everton FC Needed to appeal to a more discerning target audience than traditional Everton FC match day members. A ‘look and feel’ to the customer communications/interactions suited to the platinum end of the Everton FC spectrum with higher costs and correspondingly perceived benefits to Everton FC members. The majority of high potential target audiences were considered to be regional, which remained the focus of the marketing activity.
Campaign benefits leveraged for Everton FC corporate members such as advertising on Evertonfc.com, stadium advertising price reductions, private events with the Everton FC football team, signed one off merchandising. |
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Advertising: The available ranged from placements in Everton FC match day programmes, online banners in EvertonFC.com, local radio and local publications. |
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Branding: The Everton FC brand was extended into CBlue - Corporate Supporters Club that married with a family of market segmentation. It was implemented into stationery, advertising, direct mail, corporate literature and received raised profile through Everton FC brand and press launch activities. |
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Direct Mail: This was targeted regionally to businesses within reach of the Everton FC Stadium (Goodison Park) to generate interest in new Everton FC corporate membership.  |
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Corporate Literature: In response to Everton FC membership interest, prospects received a substantial information pack that detailed benefits and communicated the high value of being associated with a premier club. |
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Website: This had direct links from EvertonFC.com and support all Everton FC advertising, direct mail in converting prospects to CBlue members. |
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Seasonal marketing programme: to support Everton FC marketing activity to drive sales for an Anniversary Christmas Merchandise Catalogue within an immediate deadline.
The solution was to introduce an Everton FC match day poster that included Everton FC merchandising and a catalogue micro-site that reflected the visual language of the Everton FC printed catalogue with a database behind it to allow for online ordering and sales/traffic reports to support other marketing channel activity. |
