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Indianapolis Indians Ticket Sales Campaign

Publicidad | Medios pagos

OVERVIEW

The Indianapolis Indians partnered with Hirons to assist in paid media planning, buying, optimization and reporting to drive an increase in ticket sales. To meet this goal, the Indians identified three target audiences of focus. Additionally, the team sought assistance with understanding how organic social content can best be paired with paid advertising efforts to maximize audience delivery in the most cost effective and efficient way.

SUMMARY

Driving single ticket sales was the primary goal for Hirons in working with the Indians. Hirons developed a paid media strategy to reach three primary target audiences via multiple touchpoints throughout their day to ensure maximum reach and frequency. By targeting the audiences when and where they consume information, Hirons made sure the Indians’ messaging was seen and heard. Our strategy also ensured we provided the best opportunities for engagement and purchase. Hirons worked hand in hand with vendors on outlining both cash and trade deals to capitalize on local partnerships and drive investment efficiency across all channels.

Hirons performed weekly campaign optimizations to ensure ongoing peak performance. In addition, Hirons worked with the Indians on larger scale, mid-season adjustments based on season-to-date ticket sales to make sure client goals and key performance indicators were met, including paid media impression delivery, website sessions, ticket sales and attendance growth. Hirons collaborated with the Indians to set up conversion tracking on their site as well as connections with all digital channels. This allowed us to easily monitor and measure campaign return on ad spend (ROAS).

Finally, Hirons worked with the Indians to ensure a unified message was heard across paid and owned channel communication. This was outlined via an online content strategy focusing on the team’s social media presence. It provided a framework for how the organization could best engage with users and build its presence through online social platforms using both organic and advertising content, with details regarding content categories, placement and posting frequency.

 

RESULTS

318%

return on digital ad spend (ROAS)

29.8%

year-over-year improvement

TOP 3

out of 120 teams
in attendance

400%+

increase in ROAS for multiple events

our WORK

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