K2L’s main campaign objectives were to increase the club fan base and raise the profile of the club.
The success of our campaign was judged on the following criteria:
- Increase the sale of season tickets by 100%. 900 sold in 2013.
- Achieve record match attendance (6,100 previously)
- Gain a match attendance of 20,000 for the first 3 home games of the season
- Increase the overall average attendance of matches (2,900 last year)
- To reach 10,000 twitter followers
- Gain local and national media coverage
- Increase merchandise sales by 150%
- Increase match ticket sales for the 2014 Rugby League season and onwards
+ The Challenge
We needed to create the basis for an effective, long term campaign with not only a limited budget, but also an extremely tight timeframe. We had to create a dynamic brand that fans would want to follow and feel passionate about but more importantly, to put Salford Red Devils back on the map. Attendance figures were in a slump, partly due to the club moving stadiums two years previously, so regaining fans interest in a the club was our aim.
+ Our Strategy
Our primary target audience was residents of Salford and the surrounding areas who had never or rarely attended a Rugby League match, as well as existing fans.
Our strategy involved taking the name ‘The Salford Red Devils’ and creating a campaign that incorporated both, the new name and the evolution of the club as a whole. We needed to encourage the people of Salford to feel passionate about supporting their club, giving them a sense of belonging and the ability to be part of something new and exciting. We wanted them to play a part in the Dawn of a New Era for the Devils.
The Red Devilution’ brand was spawned.
We created a fully integrated promotional campaign that included traditional print (match-day programmes, posters, leaflets etc) as well as a digital campaign that included social media, email marketing, paid search and online PR.
- For every £1 spent = £18 return
- Season ticket sales increased by 300%
- Achieved a record attendance of over 7,100 for the first home game of 2014
- We achieved the ambitious 20,000 fans over the first 3 home games
- 130 pieces of media coverage in the UK, including air-time on the BBC, Sky Sports, ITV
- Extensive press coverage in local and national publications
- Facebook increased by 1800 in the first month of the campaign
- Twitter following increased to 11,400
- Merchandise sales increased by 400% and sold out within 12 weeks