Having started working with the team at Oxford United on the design of their award-winning matchday programme, over 15 years later we have formally linked with the club as their Official Creative Partner. We manage the brand and all associated artwork that is needed from the commercial department through to the training ground complex, providing a consistently recognisable style throughout.
Marketing Manager Tom Law sat down with us to discuss their upcoming season ticket renewal project, with the return of fans to matches next season he wanted to try something different, so was clear we could be creative with ideas and design.
This was a very exciting project to be involved with, we started thinking about how to reward a loyal fan base that were keen to return to live football and we wanted to make sure that the renewal forms created an excitement and buzz within the community and local area.
We brought an idea to the club that came straight out of the film ‘Charlie and the Chocolate Factory’, a Golden Ticket! Randomly selected fans would receive a Golden Ticket within their renewal envelope and each ticket would have a bespoke prize linked to it.
What we delivered
The club were willing to back this idea with amazing giveaways, including free season tickets. We suggested using QR codes that linked to a video that had players and coaches explaining the prize that was being won to add an extra loyalty factor.
Along with Tom we created renewal forms that included mail merge information, allowing the club to personalise each form with each fan’s name, stand location, seat number, price for the season and a breakdown of their own seat cost per match, making it easy to communicate to each individual.
These were inserted into a branded and personalised envelope that would grab any fan’s attention when dropped through the door. Amongst the renewal forms that were sent, we had a large number of Golden Tickets produced with various prizes being given away. We had the Golden Tickets produced on a card with a gold foiling to one side to add an extra wow-factor to the package.
The club were very keen to work with this idea and, with Tom’s support, we were able to bring together all the different elements of the campaign, delivering a well thought out idea that produced a lasting impression to their huge fan base and created a buzz within the community that reached a new audience, generating organic impressions on social channels and local media.