Syracuse Athletics Case Study

///Syracuse Athletics Case Study
Syracuse Athletics Case Study2017-09-27T20:19:23+00:00
Syracuse University Athletics logo

UNIQUE DATA INSIGHTS AND DIGITAL CREATIVE DRIVES RESULTS

THE CHALLENGE

Develop and execute a data-driven, digital marketing plan for Syracuse University’s athletics department. Institution looking for a partner in their transition from a traditional media mix to a digitally-focused marketing program.

THE GOAL

The goal was to reach clearly defined objectives for specific ticket-buying segments (e.g. new season ticket buyers).

OUR ROLES

Strategy Consultant

Data Analysis

Digital Creative

Digital Campaign Management

Reporting and Optimization

THE STRATEGY

Develop insights and action plans based on CRM analysis, Nielsen reports and other data sources to inform segmentation strategy, message themes, and delivery platform decisions. Deliver messages to custom audience segments built specifically for Syracuse Athletics.

Inspiration

SU Football Storyboard

Video Storyboard

Digital Video

Paid social Syracuse Football

Paid Social

Sponsored Content Syracuse Football

Content Marketing

THE RESULTS

KPIs for search, social, email, display, and sponsor content routinely exceed industry averages.  Critical to the success of this relationship has been the strategic oversight and unique tools the Advance team brings to this client.

Audience targets are built with unique data sources:

  • first-party data from the client (e.g. CRM analysis and audience matching)
  • unique data sets such as captured device IDs from home game attendees and visitors to other regional events
  • deep data generated by Advance’s leading local news and information site for the market and the region
Syracuse Football Season Tickets quote
SU football campaign stats

Messages are delivered with unique tools:

  • SEM using the MatchCraft bid management tool
  • Sponsor Content with in-river impressions on our local news and information site and the network
  • Social with facebook and  Instagram featuring video produced by the Advance team
  • Email with geo-targeting to exclusive first-party lists and demographic/behavioral targeting to third-party lists
  • Display ads with in-story video impressions and other rich media on our owned & operated premium news sites and the network

Monthly reporting meetings with client and Advance team allow us to re-allocate and optimize by platform, campaign and creative using multiple sources of data to inform decision-making and continually improve ROI.

WANT TO WORK TOGETHER?

LET’S TALK