From humble beginnings, Sharonview Federal Credit Union has grown into a co-op financial institution with 17 branches in North Carolina, South Carolina and New Jersey with more than $1 billion in assets, while always maintaining our member-first focus.
Goals
Sharonview came to Knox Sports looking to collect new leads and thank their current members through the help of sports sponsorships. Their key audience was families. Working with Knox Sports, we helped to partner them with the Charlotte 49ers. Together we developed a partnership that would expand their brand awareness, collect new family data, and create a membership rewards program where Sharonview members could get free tickets to basketball and football games throughout the season. The key piece to this partnership is the Kick-off and Tip-off Kid promotions that have developed a platform for us to capture new family leads with their fan base.
Execution
The Kick-off and Tip-off Kid promotions provides one child with a unique VIP experience that includes tickets to the game, a tour, a keepsake shirt, and pregame field/court access. The promotion was promoted through a variety of channels including radio, stadium and court LEDs, web banners, and social media that ran throughout basketball and football seasons.
Results
By the end of the promotion, on top of heavily increasing brand awareness and providing member loyalty with member benefit tickets, we also exceeded expectations of capturing the family audience for this partnership. With all the success of this partnership, Sharonview is now expanding its marketing budget in sports and we will be adding more properties to their list expanding their overall impact per dollar spent!
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