SSC

 

SCOTLAND SUPPORTERS CLUB

The Challenge:

Jock Stein famously said ‘Football is nothing without the Fans’ and the Scottish Football Association agree. They recognised that fans should be at the heart of what they do so they enlisted our help in 3 key areas – develop a new segmentation model to define different fan profiles, understand their football journey and how they interact with the SFA and feedback from fans on their membership packages.

What We Did:

Qualitative depth interviews and ethnographic sessions to develop an in-depth understanding of each fan profile bringing them to life through video and diary work. Quantitative segmentation to validate each profile and size their potential in order to identify how we can target them more effectively across membership and media channels.

The Result:

This work has helped develop and reinvigorate the new 18/19 membership packages and the new segmentation model will inform and guide the SFA’s communication, marketing strategy and commercial focus going forward. Take a look at the Scotland Supporters Club