The FA Matchday App Marketing

Campaign Management

Business Objectives

The FA wanted to increase the number of people playing football at a grassroots level. To do this, they created the Matchday app which aims to reduce the amount of admin (chasing players, collecting subs, submitting match reports) involved in running a grassroots football team. The app had four very different target audiences different needs (players, managers, parents and league/clubs admins) and so The FA needed specialist support in developing a campaign that targeted each of these groups.

Seven League was asked to develop a marketing campaign to raise awareness of the Matchday app and encourage downloads.

Our Approach

The first job was to create a single conceptual idea that would be relevant and eye-catching for all four target groups.

We presented our campaign concept (“Extra Time to...” ) to The FA, obtaining buy-in and praise from key internal stakeholders; it clearly conveyed the key benefit of the app: saving time for every segment, from players and managers, to club admins and parents.

We built on this idea to devise a launch campaign focusing on how this saved time can be used to enjoy the beautiful game.

This included developing an asset plan for the launch, featuring eye-catching images and illustrations for distribution on social and digital media.

We organised and managed two photo shoots and a two-day film shoot covering men’s, women’s, girl’s and boy’s football.

Results

12 photographic static ads were created (all resized and packaged for web, email, Facebook, Instagram, YouTube and Twitter).

Different versions were created for the four key audience segments we were targeting for downloads.

A hero film, plus 4 cuts downs of 60s clips were made and published across The FA’s social channels (all on-brand, yet unique to the Matchday App).

These assets were also strategically designed to be available for use as paid adverts, with clear and simple calls-to-action to drive app downloads.

Further marketing collateral was created for country FAs, clubs and local league digital channels.

The FA’s Matchday app was successfully launched via a striking multimedia campaign, targeting four quite diverse and unique audience segments.

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