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Derby County Football Club

Using various club orientated personalised imagery to drive season ticket sign up through customer value

The Challenge

To retain previous year Season Ticket Holders through a personalised media campaign.

The Campaign

To continue with season ticket buy-in success, we produced a personalised campaign to thank the fans that signed up, encouraging them to renew for the 2016/17 season. The campaign saw a PURL (personalised URL) landing with each ticket holder, allowing them access to a range of personalised media, including downloadable imagery and a video where club-record signing Bradley Johnson addressed each fan by their name, whilst the sportsman also wore a football shirt that was personalised with the fan’s name. The video also featured other personalised imagery, including a football scarf, goal celebration LED boards and their Season Ticket Holders seat, followed by a call to action to share their video on social media. All imagery was downloadable, and configured to fit a range of media, from mobile phones to tablets.

The Impact

The campaign encouraged 1354 season ticket renewals, and generated over £7million in revenue.
“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.”
– Derby County Football Club

Elements Used

  • Email Marketing
  • Personalisation