Case Studies

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Major League Soccer 2015


Case Studies, CRM, Homepage, Sports, Ticket sales

The Problem
Major League Soccer want to connect with their highly mobile, highly valuable digital fan base in a more efficient and effective way, and to drive sales, engagement and data.

ECAL Solution
MLS have a multiple linked account structure, with all MLS teams having their own ECAL account and linked to an MLS ‘master’ ECAL account. This integrated solution enables MLS to easily centralise content and data produced by MLS, teams and partners, and helps MLS to drive ‘acquisition, retention and loyalty’ as part of an advanced ‘dynamic’ CRM framework.

MLS and each MLS team have interactive page displays and 'Add to Calendar' buttons on their digital channels, including their website, mobile and Facebook.

Content
MLS and MLS Teams make available national TV broadcast schedules, league schedules, team schedules, club events, promotions and offers.

Marketing & Promotion
MLS promote their ECAL as part of their official schedule release, plus via online, social media and to their email database.

Results (2 1/2 years to Sept 2015) 

  • 200,000+ users
  • 94% 'opt-in' rate
  • 275,000+ click-throughs
  • Over 50% clicks to 'buy tickets'
  • CTR 2.7%
  • 10.3M calendar communications
  • $2.06M (est) in direct sales
  • $350,000 savings each year (no printing)
  • $5.05M (est) total marketing value

Download the full MLS Case Study here


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