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July 15, 2015 | Volume 13, Issue 11
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THE ORLANDO CITY SOCCER CLUB EXPAND THEIR BRAND WITH
"MAGNET MONDAY" CAMPAIGN
In their inaugural year in MLS, the Orlando City Soccer Club focus their efforts on branding their team with "Magnet Monday" campaign.
By: Alby Abalos
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Click the image above to check out more "Magnet Monday" photos on Twitter!
Dear Faithful Readers,
As you may know, each month we bring you a Webinar that involves a pressing issue in today’s sports world. On our last webinar, we heard from Ed Cahill from Orlando City Soccer Club, who touched on an amazing program that his organization started when the club joined the MLS.
I found it very interesting, in the fact that it is a very simple idea. Sometimes teams and leagues try to get too creative and their programs just don’t register with their audience. Orlando did the opposite of that and they have seen some crazy results in many different areas of their business.
Check out the complete story below and also don’t be hesitant to check out our monthly webinar series (sign up here). We have a great one coming up, which will focus on ideas outside of ticket sales that will help your bottom line. Just like this Orlando City Soccer Club story, there will be plenty of good ideas discussed.
Enjoy the read.
Ryan Heidrich
Director of Communications
P.S. - Don’t forget to stay engaged on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Orlando City Soccer Club: "Magnet Monday"
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OBJECTIVES
Having recently joined Major League Soccer, the Orlando City Soccer Club focused on building and expanding their brand. Many ideas were kicked around and they finally came up with their magnet campaign, which eventually came to be known as “Magnet Monday.”
The main objective of the Orlando City Soccer Club’s magnet campaign was market penetration. The club wanted to ingrain their logo and brand throughout the city of Orlando, the country, and the world.
They also wanted this campaign to be free for the fans. Working with the marketing and promotions department on the budget for the campaign, the club decided to try to hand out as many magnets as humanly possible with the hope of seeing significant return and support.
PROGRAM DESCRIPTION
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The notion for passing out magnets came about after the new logo was released in May 2014. During a week established as “Logo Week,” the club’s marketing team covered the outside of their cars with magnets and wrote “Take One” on the windows. The group then drove around downtown Orlando, spreading the word and putting magnets on anything with metal. The goal was to make sure the entire city of Orlando had a magnet on their car. The idea exploded a few months later when the club established “Magnet Monday.” Each Monday, fans were encouraged to drop by the club’s office to pick up five free magnets. This has become a weekly tradition for the club since.
The execution of “Magnet Monday” was a company-wide effort. The club’s merchandise department worked with the manufacturer to ensure they received a great product. Their social and digital media team focused on promoting the magnets and capturing their viral nature across all mediums. Many additional departments also contributed to the success of this campaign.
With the popularity of the magnets increasing each day, the club began a social media campaign to further increase demand for the small automobile fixture. Director of Digital Media, Ed Cahill, came up with the idea for the club to tweet and encourage fans to tweet pictures of the magnets on famous films and historical scenes using the hashtag #MagnetMonday. Some fans tweeted the club’s magnets on films and scenes such as Lunar Lander, Prince Charles’ car, the Popemobile, and more. This helped spread the word about “Magnet Monday.”
President and Founder, Phil Rawlins, states, “We started to come up with more and more ingenious ways to do it… they made it something fun. And then when it became fun for people to collect them or come and get them or find them or steal them off a truck, whatever it was, whatever crazy hair-brained scheme it was, that was when the magnets became collectable and… a status symbol, I guess.”
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Click the image above to view the Orlando City Soccer Club's website!
PARTNERSHIP
Orlando City Soccer Club’s “Magnet Monday” campaign was developed internally. The club would occasionally team up with some of their partners for pickup locations on Mondays.
RESULTS
The Orlando City Soccer Club’s “Magnet Monday” campaign has received much support from the Orlando community and has proven to be a success. The most tangible result of their campaign can be seen while driving around Orlando or the surrounding areas. Nearly every other car has an Orlando City Soccer Club magnet featured on it.
Cahill says, “When people in Orlando see you have a magnet on your car, sometimes they honk and give you a wave or even let you in traffic. I was in South Carolina for my wedding this past week and saw Orlando City magnets on three different occasions.” The magnet campaign has taken the Orlando City Soccer Club to new heights and seeing their magnets well outside of Orlando revealed to Cahill how successful this campaign has been.
The ticket department has also utilized those who come into the office on Mondays to pick up their five free magnets by establishing a large collection of sales contacts, many of which were converted into season ticket sales.
LOOKING AHEAD
“Magnet Monday” is a campaign the Orlando City Soccer Club plans to do indefinitely. Rawlins states, “I didn’t think it would take off in the way it did… Now you start to wonder about the people who don’t have it on their cars.” The goal the club set for themselves is to eventually have a magnet on every car in Orlando. This is a difficult task, but they are up to the challenge.
CONTACT
For more information, contact:
Ed Cahill, Director of Digital Media, Orlando City Soccer Club
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