CASE STUDY: New England Free Jacks
RUGBY RUCK: FREE JACKS DIGITAL SCRUM
Company: New England Free Jacks
Location: Quincy, MA
Industry: Professional Rugby
Introduction
In this case study, we'll examine the initiatives and strategies implemented for the New England Free Jacks, a professional rugby company. The focus was on enhancing the team's digital presence, growing their fan base, and promoting key initiatives through podcasts and social media.
Challenges
The New England Free Jacks faced challenges in expanding their digital footprint and engaging with their audience effectively. The team sought to increase their following on social media, create high-quality content for podcasts, and support important initiatives like mental health awareness.
Strategic Initiatives
Podcast Promotion
I worked on creating posts and video clips for the following podcasts: Full Contact CEO podcast, Blood, Sweat & Beers podcast, and the New England Free Jacks rugby team page. The scope of work included design, templates, video content, audio content, video and audio editing, and social media promotion. These efforts aimed to boost engagement and increase the podcasts' reach.
Mullets & Mustaches for Mental Health
A key initiative was the "Mullets & Mustaches for Mental Health" campaign, centered around Kyle Ciquera, a fan-favorite player known for his distinctive mullet and mustache. This campaign raised awareness for mental health issues and engaged fans through a relatable and visually memorable theme.
Digital Content Strategy
The overall digital strategy involved developing a holistic digital consumer journey that integrated the team's website, email campaigns, on-site activations, podcasts, paid campaigns, social media, and performance marketing. This comprehensive approach ensured consistent messaging and maximized reach across all channels.
Results
The strategic initiatives led to a remarkable 253.43% increase in following across all channels, with 16,000 new followers gained in a three-month time frame.
The digital presence was significantly enhanced, with successful social media campaigns, newsletter strategies, league-wide events, apparel launches, and fan base growth.
Streamlined workflow efficiency by identifying and implementing new or improved processes, ensuring high-quality digital assets were produced on tight deadlines.
Provided valuable guidance on using social media tools such as Twitter, Facebook, and Instagram, which contributed to building brand awareness and engaging the fan base.
Conclusion
The collaborative efforts and strategic initiatives for the New England Free Jacks resulted in substantial growth in digital engagement and follower base. By leveraging podcasts, social media, and targeted campaigns, the team successfully amplified their presence and connected with their audience on a deeper level. These achievements underscore the importance of a holistic and integrated approach to digital marketing in the sports industry.
