Case Study: Producing Social Content During a Hiatus
Creating content during a pandemic can be challenging, but also it provides an opportunity to develop an immense amount of creative content that engages fans and partners outside in new ways.
After developing an extensive content plan with the Milwaukee Bucks Marketing, Graphic Design and Content team, I hit the ground running and honed in on lifestyle, basketball, community, and youth-related content, four content pillars that the Bucks adhered to when developing social content during the hiatus.
These content pieces saw higher engagement than similar non-basketball pieces produced during the season and provide a framework on how to attack contact and brand alignment during the Herd's offseason.
Case Study: Engaging Fans and Sponsors During a Hiatus with Fan Appreciation Month Presented by BMO
December is typically a month filled with in-season Herd basketball. That said, the NBA G League season was not in session due to the pandemic, and I pivoted to create a fan appreciation month that added immense value for a founding partner, filled the void of not having basketball in market, and activated retail offers and created unique and consistent social media content surrounding giveaways for our Fan Appreciation Month presented by BMO.
I found a way to incorporate email marketing, social media and retail to create a comprehensive activation plan, and the month ended up being a significant success. We amassed over 5,776 giveaway entries, generated 122,250 total impressions for giveaway content, one million impressions in December across Twitter, 40,143 email opens, and 16.7% click-to-open ratio (Highest click-to-open rate in 2020 offseason) and drove consistent traffic and revenue to our Pro Shop after being closed for over 9 months.
We now have a model to utilize for future offseasons regarding fan and sponsor engagement, retail activation and sponsor activation.
