The Seattle Seawolves are a professional rugby team in Seattle Wa, competing in the U.S. Major League Rugby professional rugby union. The MLR is the top-level competition circuit for rugby in North America featuring 11 teams from the U.S. and 1 team from Canada. Since the MLR had its inaugural season in 2018, many teams in the league are still building and fine tuning aspects of their marketing strategies and player development initiatives. The Seawolves recently enlisted Madak to help them continue to refine their strategy.
The Seawolves have been focused specifically on selling tickets to games, renewing season ticket holders, and expanding their player development programs. We decided to focus on email marketing and digital advertising for individual game and season ticket sales, while expanding and defining the ‘Seawolves Academy,’ a training and development program for second string players.
Our main creative task with The Seattle Seawolves has been the development of photo, video, and creative assets to drive digital ads and email marketing. Developing and compiling these initiatives was a smooth process with a solid design foundation already in place.
Through our ad campaigns to drive awareness and email marketing campaigns, we’ve managed to secure an 83% season ticket renewal rate; the highest renewal rate since in the team’s inaugural season in 2018. We also managed to drive the cost-per-click engagement down 61% from $1 to $.39. Our contact with The Seawolves is ongoing, and we plan to engage plans for their Academy as we approach the season in 2022.