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The Connecticut Sun, a Women’s National Basketball Association (WNBA) team, had been in existence for 12 years. Yet, game attendance was lower-than-desired. Our research showed the best prospects for the Sun had never been to a game or had only been once or twice. And most did not attend due to lack of awareness. So we set out to refresh the brand and reengage the target market in all the excitement of this pro sports team.
We created a three-pronged strategy that would allow us to reach out to prospective fans. First, we PERSONALIZED the team to create an emotional connection with audiences. Then we PACKAGED the total experience as great summer fun, since the WNBA only plays from June to September; and we PARTNERED with others to leverage their connections with our ideal targets.
Our integrated campaign invited audiences to “Add Some Sun to Your Summer” with:
Broadcast advertising – on radio and TV that used humor to make the spots memorable and attract people to the games.
Digital marketing blitz – of outbound, proactive email blasts as well as display ads that targeted audiences and even retargeted those who searched for tickets but didn’t buy.
Full-court social media press – which included posts and pics from the players and players posts/shares on own social media channels.
Print ads – that not only showed Connecticut Sun players, but also featured interesting stats about each one.
Point of sale materials – leveraging opportunities at area and casino restaurants with bar table tents and on site throughout Mohegan Sun Casino with concourse signage.
Special events – targeting those most likely to be interested in women’s basketball including a Girl Scout Patch Day and a “camp” for kids at the Connecticut Science Center.
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