TEMPLATE

Coventry City use Relaystation to communicate with supporters

Background

The Sky Blues are 1 year into a 3 year plan to win promotion from the Championship back to Premiership football. Central to that plan is the need to maximize revenue to pay for quality players. The club moved into the new 32,000 seater Ricoh Stadium in August 2005. Average attendance has now reached over 21,000, a record since 1979, and the club’s progressive marketing team would like to see this rise further.

Marketing Strategy

Coventry City have invested in CRM and are keen to exploit all media to improve communication with the supporter base and increase attendance. Relaystation was adopted in May 2006 as an ideal way to get information to supporters using a recorded message sent to supporters home phones, the numbers supplied by the CRM system.

Execution

For the pilot Relaystation was used to publicise the season ticket deadline using a voice message recorded by Manager and former player Micky Adams whose distinctive voice is well known by supporters. Following the success of that broadcast Relaystation was used to increase attendance at their Kit Launch day, again using a Micky Adams voice message.

Results

James Parkinson, Business Development Managing at Coventry City, takes up the story:

"We worked closely with Relaystation staff to have the broadcast sent out in the evening, the best time to get reach supporters on home phones.

We quickly had confirmation of the success of this media as a way of communicating a message to large numbers of people in a short time and at low cost. The supporters really enjoy getting a message from Micky. It is a novel approach and seems to get their attention.

We decided to offer an opt-out on the Kit Launch message by inviting those not interested in getting phone messages from us to press 9 on their phone to opt out. Of the 5,673 home phones and mobiles we sent the message to only 57 opted out.

We are delighted with results and have now become regular users of Relaystation."