Case Study: Cardiff Devils

Client

Brief

Cardiff Devils Ice Hockey team part of the elite league had no social media management and poor engagement levels, stats and attendance at their games.

• Profile
• Encourage “old” regulars back
• Bring together the local community
• Encourage local press to support the club
• Encourage sponsors
• Rebuild trust in new management
• Encourage buzz around new development plans for new rink via Greenbank development
• Increase profits to support the new expansion
• Create a unified system of social media communication.

Timeframe

12 months

Results

• Trending in Cardiff in less than 72 hours from account starting
• Red out the rink campaign encouraged a full house and “old” regulars back
• Bring together the local community with for Luca campaign
• Encourage local press to support the club hit the front covers and regular coverage from games to redevelopment
• Secured 40k of new sponsors from an event we held at the Odeon cinema Cardiff Bay
• Secured a further 60K worth of corporate sponsors via professional introductions from my personal network and supporting on 1:1 meetings
• Rebuilt the trust in new management with regular events and involving the fans in the marketing and comms
• Record-breaking season ticket holder sales due to social media marketing new Facebook apps and Devils calling fans directly and delivering season tickets.
• Lots of new fans were recruited by key optimisation cross-marketing from other sports groups using Twitter as a key optimising tool.
• 90-100% capacity back at all games from a dwindling crowd
• Reignited brand love with a fan of the week on Facebook and showcased the image on the big screen at the games.
• Reignited brand love by Cardiff Devils community stories and favourite memories being shared.
• Over 6,000 photo shares
• 45,006 organic impressions
• 33,372 accounts reached
• 11,000 new followers.

Reviews

“Sian and her team really add value to my business and in turn my clients/contacts. She is able to simplify complex social media work and projects so that they have an immediate positive impact. I thoroughly recommend Sian and her team as I know they will make a difference in everything they do.”

— Steven Corner and Paul Ragan, Cardiff Devils

Campaign 1 #RedOutTheRink

Not an empty seat in the house and hashtag trending in less than 72 hours.

Campaign 2 Fan of the week!

Re-engaged fan response was enormous.

90 -100% capacity at all games supported by our strong social media strategy and fan and community campaigns.

For Luca campaign

The For Luca was a campaign for a young boy in Cardiff who was struck down at age 3 with Meningococcal Septicaemia in January 2012 and his life changed forever. This horrendous disease ravaged every part of his body in hours and left him fighting for his life! With less than a 3% chance of survival, Luca pulled through however he was not unscathed.

Luca lost both of his legs and huge amounts of his tissue, muscle, and skin. They battled to save his knees to give him the best chance to use a wide range of prosthetics. Some are not available on the NHS.

The For Luca campaign created by his dad Mo raised both awareness and much-needed funds to cover the huge costs of prosthetics over Luca’s lifetime giving him every chance to excel in every aspect of his future.

The campaign was raising your hand with For Luca written on it. We fully got behind it in every way we could.

The For Luca campaign went global thanks to celebrity support and his parent’s courage of conviction and love Barak Obama even did it in the White House.

Corporate sponsorship events were a huge success recruiting over £100,000 new sponsors with one cinema showcase event with hand-delivered invites and a series of support meetings via Sian’s corporate database.

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