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The Campaign

Derby County FC and AlphaGraphics worked together to develop a data-intensive cross-channel campaign, designed to improve fan-engagement and promote and increase fan engagement and online renewals of season tickets.

The in-depth project employed a range of personalised communications, with both online and offline elements sent to fans. AlphaGraphics supported the outbound sales department at the club, capturing data from interactions to drive follow-up calls and convert enquiries.

Success

AlphaGraphics rose to the challenge and developed an impressive cross media campaign which adhered to the brief set by Derby County FC.

Through both businesses working together the project was a resounding success, achieving remarkable ticket sales as a result. The campaign also increased brand awareness for the team and the online interactions with fans allowed the company to gather valuable data for future marketing campaigns.

Testimonial

“Season Ticket sales have been fantastic and exceeded our targets. We have sold to date 19,100 (which equates to the same amount we did to the start of this season) and we have increased revenue by over £500k.

The team at AlphaGraphics were great to work with – they understood our requirements quickly, and worked with us closely to implement the campaign on time and on budget. Rather than just being a supplier, we have built a strong partnership over the last 24 months with ideas, strategies and solutions being developed by both parties, leading to highly-successful campaigns being delivered.”

- Faye Nixon, Marketing Manager

Elements

The campaign required a number of elements including:

  1. Creative Design
  2. Personalised Microsites
  3. Emails
  4. Direct Mail
  5. PURLs and GURLs
  6. Data Cleanse Forms
  7. Social Media Marketing (Promoted by DCFC)
  8. Personalised Gifts