Ottawa Senators Hockey Club – The Guarantee: Increasing season seats renewals

We love our sports clients – so you can imagine the excitement when we had the opportunity to partner with the Ottawa Senators Hockey Club (OSHC). Our team was brought on to develop a direct marketing campaign that would increase renewals of “first class” season seats among business customers by at least 10%.

Implemented in two phases, the campaign positioned business owners as valued partners of the hockey club and Scotiabank Place (now Canadian Tire Centre). It also packaged existing and upgraded products and services as a service delivery pledge – “The Guarantee”. The theme rolled out into a direct mail piece, a digital marketing campaign, and a full sales communications cycle – from calls to event follow-up emails. Phase two of the campaign included face-to-face marketing support for premium business clients.

Following this sports marketing campaign, the OSHC first class season-seat renewal rate rose from 55% to 69%.

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