Oakland Raiders Employ FanOne to Accelerate Fan Marketing

September 27, 2011

FanOne Marketing has been chosen by the Oakland Raiders to develop and execute fan communication and engagement activities.

FanOne will be responsible for assisting the Raiders in the development and deployment of a variety of digital promotion and marketing activities. FanOne’s proprietary solution is specially designed to help sports teams and venues increase fan engagement, sell more tickets and raise overall revenue.

Working very closely with the Raiders, the FanOne team will create segmented behavior based communication programs supported by current social media and digital tactics.

Jonathan Martinez, Database Marketing Manager for the Oakland Raiders, said: “The FanOne partnership will help increase the Oakland Raiders fan touch-points, communications and overall ticket sales. FanOne will also support the reduction of the Raiders’ current staffing needs required to execute essential fan communication and engagement activities.”

The Raiders signed-up for a full-service partnership with FanOne after achieving great success with a 2011 season ticket holder renewal campaign that doubled online renewals. The original renewal campaign, which included combination use of personalized URLs, email and surveys, required minimal resources from the Raiders and also reduced the organization’s print mail costs. The flexibility of FanOne’s services, and expertise of the digital strategy team, often reduces an organization’s cost and time associated with marketing activities. The Raiders and FanOne’s next initiative will focus on a behavior based tactic triggered to those fans showing some interest, but have yet to take action.

FanOne’s marketing segmentation and personalization tools promote fan engagement by producing higher email open and click through rates, and increased ticket sales. The company’s technology often reduces customer’s campaign management needs by allowing fan based communications to be pre-scheduled and delivered without the presence of staff.

Jennifer Zick, Senior Director of Strategy and Business Development for FanOne Marketing, added: “FanOne gives facilities amazing insight into customer behavior, while also decreasing the time and resources required to qualify leads and sell tickets. Customers won’t truly appreciate the technology until they’ve experienced it firsthand.”