Crawley Town FC extend their partnership with Green 4
Tuesday June 27, 2017
Green 4 are delighted to announce that long-standing customer Crawley Town Football Club have extended their partnership with us, opting to invest in a Go+ managed service, for strategic and operational CRM and data marketing support for the 2017/18 season.
The club have utilised Green 4’s Go solution, incorporating the CRM, marketing and ticketing modules, since 2008 and following Green 4’s recent merger with 4Sight Sport, now want to maximise their use of and potential returns from their fan data by outsourcing some of their CRM and data marketing activities to Green 4 as well.
Green 4’s expert Go+ consultants work with customers to deliver the relevant resources and knowledge to support the achievement of their CRM strategy objectives. The consultants, who have significant experience working both agency and club side, are driven by a passion to deliver ROI, acting on the insight derived from the fan data contained within Go to deliver tangible results.
The extended deal will also see the club’s CRM and ticketing systems upgraded to the latest version of Go, built on the Microsoft Dynamics platform, which enables significant efficiency improvements for Crawley Town FC through the use of the enhanced email marketing tools including A/B testing, dynamic content, workflow automations and audience builder, whilst the latest version of Green 4’s ticketing platform includes new features such as bundles and price breaks.
Working as an extension to Crawley’s marketing function, our Go+ consultants have a hands-on and proactive approach to supporting the delivery of the agreed CRM and data marketing objectives. The initial focus in the off-season is on cleansing and enriching the database with fans being incentivised to update their details ahead of the new season.
Green 4 Digital are creating a suite of new mobile-responsive email templates whilst Green 4 Insight are evaluating the current fan database to provide crucial business intelligence for the club and are identifying target fan segments. The service will also include fully-managed email delivery which will see the Go+ consultants building, testing and sending email campaigns throughout the season including the set-up and execution of automated campaigns such as a birthday message for fans.
Bruce Talbot, General Manager at Crawley Town Football Club comments, “Having worked with Green 4 for a number of years, we know that they have the expertise to take our fan engagement strategy to the next level and we trust that we will see good success from this investment. Our fans are at the heart of everything we do and this strategy is no different”.
Adam Canning, Head of Account Management at Green 4 added, “We are thrilled that Crawley Town have seen the potential that a Go+ managed service can have on maximising the returns we can generate from their fan data and an improvement in fan engagement. The team is looking forward to working even more closely with the club over the next 12 months.”
Green 4’s Go+ manged service covers five key areas:
- Strategy planning - Best practice advice from a specialist Go+ Account Manager
- Data management - Cleansing, enriching, normalising and segmenting data
- Email campaigns - Fully managed email campaigns support including automations
- Data analysis and insight services - Insight packs, profiling and analysis reporting
- Culture - Training and support to maximise the understanding of CRM and data throughout the organisation
About Green 4
We enable our customers to utilise data to build improved fan and visitor relationships and create compelling digital journeys across the sport, leisure and attraction industries. Our combination of an innovative single platform, CRM led, technology solution and range of specialist services will empower you to put your fans and visitors at the heart of your business. As your partner, we are committed to your success and focused on delivering results using cutting edge, insight led strategies.