As a consultant to the Trail Blazers marketing team during the 2018-19 NBA season, I analyzed how to improve the content and communication that Blazers fans interact with on a daily basis.
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Strategy
•Segmented customer data to better understand the macro trends of entertainment preferences that each group of Blazer game attendees shared.
•Micro targeted each consumer group on social media by utilizing key words specific to their preferences, increasing the exposure to each digital ad.
•Executed digital ads that ran on branded accounts 1-2 weeks leading up to games, specific to each consumer cluster.
Results
•Ticket Revenue Generated from Ads = $3,409
•Average Link Clicks per Ad = 18
•ROM = $85.23 (per every $1 spent on digital advertising over the campaigns's life)
•Improved strategy for reaching Blazer fans during the 2019-2020 season.