Example 3: Junior camps
FC Luzern is one of the Swiss flagships when it comes to “promoting young talent”. With the Kids Camps, FCL offers the youngest players in Central Switzerland the opportunity to hone their skills with professional coaches for a week and to get close to the club with an attractive supporting program. Not only the website, but also the numerous content about Lucerne’s young talent offers an interesting interaction surface to make the club environment aware of the various activities in favor of the youngest, to motivate the kids for one of the four camps per year or to sensitize for the own donation program in favor of the own youth department.
In this example, too, FCL can save a lot of time thanks to the flexible form function with integrated payment processing (by credit card) and, above all, is not dependent on an agency. The configuration of the different fields and the design of the tool is intuitive and thus does not require technical knowledge. As with the Cup Winners Jersey, this example can be implemented within an integrated marketing process. All login data is played into the central contact management. Afterwards, not only can an automated registration confirmation be played out, but thanks to easily definable automation workflows, the contacts concerned can be automatically assigned to the “family” or “camp participant” segment. An e-mail or notification with important preliminary information for the kids and parents can also be prepared so that it is sent out to the contacts at a defined time before the camp.
Thanks to integrated marketing and communication processes, FC Luzern today manages to interact independently and flexibly with the various stakeholder groups. From generating club awareness to fan engagement: Lucerne impressively demonstrates that even with a small content team, you can bring incredible news power to the pitch and position yourself for the future in areas such as fan engagement, data generation and interaction management, despite limited financial resources.
Fan interactions increased
New contact details generated
With the integrated solution in the area of content, interactions and users, it was not only possible to make better use of revenue potential (increase in digital marketing revenue by a factor of 7), but also to make direct resource savings. Within a short period of time, FC Luzern was able to achieve an increase in efficiency of around 150% and thus achieve a significant increase in news power (frequency x reach x involvement) with the same human resources. For a club, this has a direct impact on how active, dynamic and professional it is perceived by its own fans and the general public.
Various factors were decisive on the way to the result described above. Conceptual and strategic groundwork in particular ensured a targeted approach, made existing gaps and potential visible in the first place, and helped the club develop a common vision for future marketing and communications work.
The following success factors were central to FC Lucerne’s targeted solution to the challenges addressed:
Experience & Process Mapping complete
Create a clear picture of target experience and processes before concrete implementation
Implement interaction design
Identify key points of interaction and integrate them into the digital presence.
Clarify requirements – select tools
Perform tool selection based on operational action goals – not vice versa
Break down data silos
Use central contact management for more overview and accuracy in follow-up measures
Link individual marketing and communication processes with each other
Bringing skills together
Combine content, interaction and contact and build capabilities that are as integrated as possible
Record channels centrally
Play out and reuse content centrally and orchestrated on channels thanks to Content Hub
Fueling Involvement in a Targeted Way
Link interaction tools directly to content to trigger targeted fan behavior
Gain more flexibility thanks to self-configurable and designable tools (forms, etc.)
Use interaction data for personalization
Use interaction data as basic knowledge for fan actions and follow-up communication