ABOUT THIS ENTRY
Georgia Tech Athletics Development realized they needed a way to stay connected with strategic donors and premium season ticket holders in the middle of a global pandemic. With the stadium at limited capacity and a home game against Louisville, how should they engage their strategic donors?
How does this represent “Excellence in Engagement”?
The overwhelming success of the campaign sparked a new energy for Georgia Tech Development.
Hundreds of clicks on links show viewers engaged with other digital assets. Some prioritized the wallpaper download, others enjoyed the gameday link. We were even able to drive traffic to their mobile app.
Although it wasn’t a main priority for the campaign, guests did use the ‘Support the Swarm’ form to send funds to the Athletic Association.
Georgia Tech planned campaigns for home football games, Basketball, and is preparing campaigns for Baseball, Tennis, Swim, and Student Scholarships (merit base, need based, and graduate).
“In our business it is all about identification, informing and involving when trying to get people to invest. iFOLIO is helping us do all three faster, better, and to a larger audience.” - Jim Hall, Associate VP of Development and Executive Associate Athletic Directly, Georgia Tech
Objective: During 2020, development teams have had to double down on digital, when they can’t be face to face.
Georgia Tech Athletics determined a goal for the kick-off campaign to create a sense of community and provide a delightful exclusive experience with innovative digital activation.
Strategy & Execution: Stats show that people are spending more time than ever on their mobile devices.
Georgia Tech Athletics chose iFOLIO to deliver their exclusive digital campaigns, because iFOLIO combines the beauty of private portfolios with the power of push technology via visual text messages and email.
iFOLIO campaigns are delivered directly to mobile with rich text messages and private links.
The portfolio started with a personal video from Coach Collins directly to season ticket holders, along with:
- Live embeds to watch the game or listen on the radio
- Gameday wallpaper downloads for their phone
- Team booklet
- Links to the team’s sports merchandise
- The new mobile app
- The team and coach’s twitter updated live for a real-time feel and more
The kick-off campaign stats were astonishing:
- 100% delivery rate
- 98% read within 10 minutes
- 1:40 average time spent in portfolio
- 71.3% CTR on links
iFOLIO’s analytics show exactly where the flexible platform generates impressions and more active mindshare within the donor base. Heat Map Analytics help Georgia Tech Athletics understand which content fans engage with most, block-by-block. CTR analytics measure pass throughs to other digital content.
Viewers of the campaign spanned 29 states and 4 countries. This was significant because GT has development efforts in France, where 8 people viewed the portfolio.
BRANDS AT THE LIVE SERIES
CONTENT x SPORTS BETTING
Over two days, sports betting + media will converge to discuss the North American fan. Learn the insights and strategies needed to develop partnerships, create and monetize betting content, and drive critical revenue and engagement.
May 12-13, 2021 (Virtual)
TRANSFORMING THE NEXT DECADE
Hashtag Sports® is the leading platform for media and marketing professionals and the next generation of creative talent across the converging sports and entertainment industries.
From unparalleled experiences like our annual conference and the Hashtag Sports Awards presented with Budweiser to inspirational digital content and mission-driven initiatives, Hashtag Sports is the benchmark for fan engagement and the go-to resource for the development of a new sports and entertainment ecosystem powered by digital media, content, culture, purpose, and technology.