Old Hat Creative recently launched the website RaiseUpCarolina.com.It was and is a unique project that had some interesting results.
First, while this is not always an option for websites, we were able to meet with the clients face to face and discussed the website. UNC has long been a friend of Old Hat’s, but this was the first website we would be doing with them. Zac and I went to Chapel Hill once together and then Zac returned with Dustin to shoot some of the footage used on the site. We were able to go through what they wanted out of the site and get a feel for what they envisioned for their athletic department over the next year. We do not always get to do this with clients, but when we do, it helps the process go considerably smoother. Plus, I always enjoy a trip to see our clients.
Once we have met with the client and received the content we start building out the site. Dustin is great at what he does and his ability to lay out content in an efficient manner is one of the things that take our sites to another level. Our process is another one of the reasons we are able to create amazing websites and working closely with a client on a website allows us to refine this process to match the goals of their website. UNC wanted to push season tickets for football and that is the main goal of the website. To accommodate this push, Dustin worked hand in hand with the marketing and ticket staff at UNC to make sure the content was laid out in an effective and aesthetically pleasing manner.
Combining marketing automation with a well laid out website can bring a whole new level of efficiency to your staff and this was one of the primary goals of the Raise Up Carolina website. We were able to target specific demographics of the fan base with newsletters and content, see how they reacted, and then adjust our focus to fit that specific demographic. This is something we work closely with UNC on and that is still going on at this time. When we know and understand the goals of our clients, we will adjust what we do to make sure we help them accomplish those goals. Ashley and Joel (from our OKC office) have studied the goals of UNC so much that they are starting to see things in shades of Tar Heel Blue, but this is what we mean we say we are here to help.
Deadlines and seasons change easily in our industry. Teams that we might think will be sitting at 2-8 end up sitting at 8-2 and looking to get into the playoffs. Our experience working on campus and in this industry has prepared us for that. We have our processes in place to handle these changes and are able to deliver for our clients when few other firms could. Every project will have these challenges, but that’s part of the process and another reason why we make sure we know everything we need to about your goals.
In the end, major projects like this are about the relationship. We got in on the ground floor with UNC for this site and it helped throughout the process. We are still working with them to target their marketing efforts, using analytics to study their fan base, and using marketing automation to make them as efficient as possible.
We are on the same team on projects like this. We will help you accomplish your goals.
Our 2016 New Year’s resolution: share more of what we know.
In the past 12 years, we’ve learned a lot about sports marketing and fundraising. In fact, we’re not going to be shy about saying this: we’re experts. And we’ve realized that our clients, friends, and fans would benefit from our expertise – so we’re going to start sharing more of it.
Over the upcoming year, you can expect to see more articles on our blog about sports marketing best practices, achieving fundraising goals, advice for common sports marketing challenges, marketing trends, and more. If you’ve got a sports marketing question or challenge that’s keeping you up at night, send it to us! We’d be happy to tackle it in our blog and give you some free advice. After all, our staff has a combined 482 years of experience in sports marketing and development. I know what you're thinking. 482 years? Seriously? No, not seriously. But it's a lot.
But don’t worry, if you like hearing about our antics and personal escapades you’ll still be able to read about them on all our various social media outlets. Robert will still run shirtless through the snow. Zac will still do uncomfortable interviews with the OH staff. And Geoff might write a haiku again sometime.
So buckle in. Twenty-sixteen is poised to be the greatest year in the history of years. And your best resource for making it the best for you is right here at the Old Hat blog.
Need the ability for your fans to schedule a time to meet in order to talk about potentially buying season tickets, a loge box, or a suite? Well Old Hat Creative has just the thing for you. This past month, we launched the first site with our new Appointment Scheduler.
This easy-to-use system, allows you to set appointment times for your fans to schedule at their leisure.
It features a mobile friendly, responsive design and will alert you via email when an appointment is made.
It also has the ability to bulk download all the appointment times into a spreadsheet.
Okay, so I don't normally hit you up with such a hard and direct sales pitch, but I was just too excited about this new product, not to share. I am proud of the system's simple, yet powerful engine. Seriously, if you think this might be useful for you, even if you are outside the sports arena, give us a call! 405.310.2133 Don't be shy! ;)
Consider the creation of this awesome product a Christmas gift to you, from me. Take care, and you all have a safe Holiday Season.
As a sports marketer, what do you sell? The simple and obvious answer is, of course, tickets. Those game ticket sales in turn fuel other revenue streams: concessions, merchandise, and indirectly other types of program support.
But in reality, you’re selling much more than tickets. You’re selling an experience of your school’s brand and what it means to be a fan of your particular sports program. That experience means different things to different people.
Your entire target audience has one important thing in common: they’re all fans of your program to some degree or another. That means all of them are likely to respond to certain visual cues like your logo, colors, and images of your team, campus, or game venue. However, if you really want to market yourself strategically and effectively, you need to segment your audience further and get to know what drives them.
There are several ways to segment your fans: alumni, donor level, development group member, fan club member, season ticket holder, single game ticket purchaser, whether they’re die-hards or jump-on-a-winning-bandwagon fans, and of course the usual demographic indicators such as age, gender, and geographic location. One of the best ways to segment your current target audience is through market research surveys that enable you to understand their motivations for being a fan and what the game experience means to them.
Here are a few simple examples of what this might look like and how you could use it to drive tailored communication strategies:
·Students might value the fan experience because it reinforces their connection with the school and contributes to their sense of personal identity at this stage of their lives. What makes the student experience unique at your school? Think about how you can tap into traditions like these.
Alumni might be motivated by the opportunity to relive the fun and excitement of their college days, reconnecting with the brand through a combination of sense of tradition, nostalgia, and present day pride. Why not take advantage of opportunities like social media’s #TBT (Throwback Thursday) to help you reinforce that connection and encourage greater engagement?
Parents of students might see the experience as a way to strengthen their connection with their child and may feel a sense of ownership and pride based on their financial contributions to the school. Consider how you can encourage mom or dad’s commitment to the team.
Parents of younger children (whether they’re alumni or not) may value the fan experience as a means of creating memories, passing down a love the game, or teaching kids about teamwork. How is the game experience different for them, and what can you do to showcase the family-friendly side of your brand?
Locals who aren’t alumni and don’t have children attending your school may relate more to a sense of local pride or deep-rooted geographic rivalries. Think about what you can do or say that will recognize and encourage their continued support as honorary members of your organization.
When you understand what motivates your different fan groups to be part of the game experience, it’s easier to identify the right marketing themes. Some motivations or feelings will span segmented groups and resonate with the majority of your fans. Those are the themes you should consider for your overall marketing message. Other motivations will be specific to certain segments, and you should use those to tailor your engagement with each group.
Every ticket or season tickets package you sell represents a wide range of emotions and motivations that are felt by your fans as part of the game experience. So don’t just sell tickets: sell can’t-hold-us-down commitment. Sell remember-when-we nostalgia. Sell ours-is-better-than-yours rivalry. Sell this-is-our-house pride. Your fans will love you for it.
You should probably check it out. It was one of the more fun projects to work on and we were able to do some really cool things with the client.
Remember this guy?
Have you ever seen him do stuff like this before
and enjoyed it?
Well, if you answered yes to the first part of that last question, but then no to the second, then you are probably a reasonable person with well rounded hobbies for entertainment. If you answered yes to ANY part of that question or just think that site I mentioned above is really cool, then you are in luck because on February 11th, Old Hat will combine those two amazing categories into a rock block of fun. And by “rock block of fun”, I mean a webinar that goes through the process of helping you sell tickets with an amazing Old Hat website.
Stay tuned for more info as we get closer to the date, but as with all things Old Hat does, it will involve a little bit of random, a little bit of awesome, and a lotta bit expertise.
Football season is winding to a close and basketball season is heating up. No matter which sport you work with, these four tips will help you take your marketing efforts from having an average season to dominating your goals.
1. Talk smack.
As a sports marketer, you basically get paid to talk smack. How glorious is that? It’s a beautiful thing – as long as you get it right. Good smack-talk galvanizes your fans and increases ticket sales. Just remember that when you talk smack for your program, there are two groups who have to deliver on it: the team (of course) and the operations guys whose efforts ensure a good game-day experience for fans. Make sure you’re working closely with both. The other thing about talking smack is that in order for it to resonate, you have to talk the right smack to the right group. That can be tough if you’re new to a particular program, because every school and every sport is unique. When your messages are on point, you’re near the eye of the hurricane helping chart its path. If your messages aren’t on point, you’re going to be the guy getting crushed by the hurricane. To make sure you’re not that guy, follow the lead of your coaches and players: watch some tape.
2. Watch tape (a.k.a. do your research).
Do you know any college or professional football team that doesn’t watch tape? Yeah, us neither. There’s a reason for that. Watching game film gives players and teams insight into what went well (or didn’t go well) and what to expect from their next opponent. That type of research and analysis provides an important edge. Why not do the same thing with your marketing? Just like reviewing game film, there are two key areas you need to analyze: your brand and your target audience. When was the last time you thoroughly reviewed what your brand stands for, where it can improve on delivering the customer experience, and how strong your marketing strategy is? You also periodically analyze your customers: who they are, what they value most about the game day experience, how well their needs are being met, and what their satisfaction level is. The good news is that you can get away with investing in this type of in-depth analysis periodically (once per season) instead of having to do it for every game.
3. Develop your plays.
On the field or off, analysis is useless if it doesn’t translate into strategy. Use your brand and market research to develop your overall marketing strategy for the year, select the themes and media that are most likely to help you achieve your goals, prioritize your budget, and develop campaigns. Your marketing year can probably be divided pretty easily into its own set of seasons, and you need to have a solid campaign plan for each. Once you find something that works, there’s no shame in recycling it for the next year as long as you don’t get complacent. Complacency kills. You don’t want fans to be able to predict your next poster, email, etc. any more than your team wants the opposing players to predict their next move. So figure out what worked last season, make some adjustments to keep it interesting, and take the next year on like you own it.
4. Monitor the stats.
Ticket sales, game attendance, season ticket renewals, alumni contributions – these are all statistics you should be benchmarking and comparing to prior data. But don’t stop there: there’s more to measure if you really want to know how effective your marketing efforts are. While it can be difficult to measure the success rate of traditional marketing tactics (posters, print ads, billboards, radio, etc.), digital marketing offers a goldmine of statistics. Go beyond looking at basics like number of new and returning website visitors, and start measuring responses to calls to action and actual conversion. Incorporate a marketing automation tool so you can target your messages to different groups, move them along the conversion path, and measure the response you get to each email you send. Make your emails more personal and more interactive with videos that are customizable to each recipient – it’s more affordable than you think, and it helps seriously drive engagement and ultimately ticket sales.
There is a chance we will have our first frost this weekend. It is actually a little late in the season for this to be happening, but I am still bothered because my garden is still growing and producing. Once the frost starts to become more and more frequent, that is done and I will have to rip my plants out of the ground. It is kind of sad considering how much work and effort I have put into keeping those plants alive. It was worth it, I have loved to be able to harvest vegetables every day after work or be cooking, run out of something, and only have to walk outside to get what I need. The harvesting is the easy part.
I do not mind putting in the work at the beginning of the season. The stress of spring rains and tornados ends up being worth it, but I am still going to be annoyed at the present time. That is kind of what our busy season at Old Hat is like. It is stressful, it is annoying, and it can be a pain, but in the end it is worth it. We create some amazing pieces for our clients and we do things that should make all of our staff proud. We are not completely through the busy season, but check out some of the cool things we have done below.
The other day I was listening to some commentary of one of my favorite shows. In the past the extras like commentary that come on DVDs has never been something that interests me. Recently I have started listening to these more and have really started to enjoy hearing what people were thinking when they created something. The process they use will never be the same as mine, but getting a peak into their mind as they created something consumed by millions is interesting to me. A couple months ago we launched http://timetoshinememphis.com/ . It was a fun project to work on and one that fits in with a lot of the other stadium/facility project sites we have been doing recently. Their football team is currently shining quite brightly! Below is some commentary from the team that worked on the site.
Memphis was a great client to work with on this project. They were very enthusiastic about the process and gave us great feedback during the design and concepting phase. We were very happy with how the creative turned out and we love how the site looks.
Dustin Schmidt, Creative Director
Tanner Naeher, Senior Web Developer
What stood out to me on this project is the decisiveness of the team at Memphis. In major renovations like this there are usually a lot of people involved and a lot of people who want their say to affect the decisions. Memphis came to us with a plan and stuck to it. It allowed our team to work with consistent content and create a beautiful website.
I really can't think of a lot to say right now, so I thought I would share some pics from my family vacation. I think I am more exhausted from the vacation than work, but it was good to spend time with my family.
Here we are leaving the city (our neighbors took this pic):
This is where we broke down on our way there:
This was dad getting mad when we got there and the park was closed:
lol Ok so that was not really from our vacation, but it sure felt like it at times... So here is my actual vacation.
We went to several parks down in Florida. My family got there a few days before I did, so my first day was a day at Coco Beach. It was fun.
View from pier:
Some random guy catching a fish while we were there:
Curious George greets us.
Hogwarts & Butterbeer
Visited the Homer's favorite spot:
Met Barney there:
Had my first Krusty Burger & yes I would like fries with that:
Caught Chief Wiggum hard at work:
And then the haunted houses and creepy guys came out! It was a lot of fun:
I don't think she liked me trying to take a pic with her:
And we called it a night at 1:05am!
Me acting like a big kid again
And the end to another long day... didn't take as many pictures... you lucked out! ;)
Much more relaxing! Other than the 3am wake up after going to bed at 12:30am.
Magic Kingdom (2 Days)
Belle was gorgious! Sadly didn't get a picture with her.
But I'll be your beast, Belle! lol
The aquarium was amazing!!!
My little sister and Mulan! I got my picture with her too... and Belle this time... and Aurora (Sleeping Beauty)... but haven't order the pics yet!
The end!!! Time to get back to buiding awesome websites. Hope you enjoyed it!
I have spent a lot of time in my garden for the last six months. It has been a lot of work, but at this point in the year, it is pretty enjoyable work. Why? Because all I really have to do is walk out and pick things to eat.
That has definitely not been the case throughout the last six months. With twenty-seven inches of rain in twenty-nine days, it has been a struggle. Plants have gotten sick and/or needed constant attention. I have faced more bugs or diseases this year alone than all of my previous years combined. I have spent more time on garden forums than I want to admit and have read through a 300 page garden reference book. It has not been overly enjoyable, and it is a hobby that has it ups and downs. Through it all, being able to harvest has driven me. This Saturday I made gumbo. About half way through, I ran out of peppers and okra. It took all of two minutes to walk out and pick what I needed from my garden. It was rewarding.
I find that busy season for Old Hat is a bit like harvesting my garden. The stress level is definitely different, but the steps we take to get here are very similar. We spend more than six months reviewing our processes, creating new products, and telling the sports world about them. This year we have added an extra source of information in Marketing Automation that is producing more data than we have ever had. We are able to see what people are doing, clicking on, reading, and looking through on our site. It allows us to target our products to those that we know are interested. It is a great service and another product we spent the off-season preparing for our clients and ourselves. Zac blogged in detail about it here
You should check it out and then we can all be harvesting at this point in the year!