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Cblue (Corporate Supporters Club)
How do you bring a historically working class membership to the attention of the corporate sector? Offer exclusive benefits and communicate them with a language of cache value and privileged membership.
To develop and promote a corporate wing of the Everton membership base would need to give businesses exclusive advertising opportunities and access to the 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: Needed to appeal to a more discerning target audience than traditional match day members. A ‘look and feel’ to the customer communications/interactions suited to the platinum end of the spectrum with higher costs and correspondingly perceived benefits to 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 corporate members such as advertising on Evertonfc.com, stadium advertising price reductions, private events with football team, signed one off merchandising. |
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Advertising: The available ranged from placements in match day programmes, online banners in EvertonFC.com, local radio and local publications. |
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Branding: The Everton 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 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 corporate membership.  |
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Corporate Literature: In response to 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 advertising, direct mail in converting prospects to CBlue members. |
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Seasonal marketing programme: to support marketing activity to drive sales for an Anniversary Christmas Merchandise Catalogue within an immediate deadline.
The solution was to introduce a match day poster that included merchandising and a catalogue micro-site that reflected the visual language of the printed catalogue with a database behind it to allow for online ordering and sales/traffic reports to support other marketing channel activity. |
