CHALLENGE: NFL Player Engagement provides a number of programs and services designed to help current and former NFL players transition after their playing career. Unfortunately, most players and their families had been unaware of the existence of this support network, due to a lack of communication between the league and their players. Additionally, the league had a mandate to begin communicating with and preparing prep athletes for a future life in the league – an audience that the league had never communicated with before.
SOLUTION: The creation and execution of a strategic communications plan. A key component of which was a series of e-mail newsletters segmented by audience focused on delivering the right information to the right audience at the right time. Rather than be overwhelmed at any point during the year, each month relevant information was shared with players, former players, future players, their spouses, families and business managers. The communication stream was simplified, and players were driven online to a newly designed NFL Player Engagement website to learn more about each program and engage with the league.
RESULTS: Built 20,000+ name qualified database from scratch. E-mail open rates have climbed to more than 30% to current and former players. Click rates have climbed to more than 4%, and over 15% from future players. Increased awareness and participation in programs and services.