Seattle Reign FC
Insights + Web Optimization
Analytics
Development
Improving the marketing playbook across Reign FC’s digital footprint
This business-critical project came to us just as Seattle Reign FC was gearing up for the 2024 season. As long-time supporters, we jumped in with both boots to tune-up their digital marketing foundation. The core challenge was with their web presence and revenue tracking processes, which relied on disparate services like Ticketmaster, Squarespace, Google Analytics, and various social media platforms. They needed to unify these services to streamline communication and tie marketing campaign effectiveness through to ticket purchases.
Initial data and learning
The client already had their website, social media accounts, and basic Ticketmaster integrations in place. We needed to understand their pain points, assess and audit current configurations, and learn about their desired workflow from posting content through to ticket purchases. We initiated the process by meeting with the client's team to understand existing tools and configurations as well as their desired outcomes. Access to relevant systems was required to assess current setups and develop a tailored plan. Throughout the project, we maintained open communication with the client through ad-hoc check-ins working around their season schedule to ensure alignment and gather feedback on proposed solutions.
Our solution set included the following:
- Integration of Google Analytics 4 (GA4) with Ticketmaster: This allowed for comprehensive tracking of user interactions from initial engagement to ticket purchase.
- Implementation of Wordfly: Utilized for targeted email marketing campaigns to enhance audience engagement and ticket sales.
- Integration of Google Tag Manager: Integrated with Meta, Google Ads, and TikTok for streamlined tracking and optimization of marketing efforts across platforms.
- SEO enhancements: Utilized Webmaster tools to improve search engine visibility on Google and Bing, enhancing the team's online presence and ticket sales potential.
- Documentation and training: Provided detailed documentation of all updates and best practices for the client's team to manage and maintain going forward.
Results
While there is no hard data available immediately post-implementation, the streamlined digital integration and optimization efforts are expected to yield positive results over time. The SEO updates, in particular, will require some time to reflect in search engine rankings and website traffic.The collaboration with the Sales and Marketing team at Seattle Reign FC was invaluable, and their support greatly facilitated the successful implementation of the digital integration initiatives. We look forward to cheering them on and off the pitch, because #everyonewatcheswomenssports!
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