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Driving grassroots participation through personalised communications

Challenge

Global leisure time increased by 12% between 2009 and 2019 according to Two Circles analysis. However, there are an ever-growing number of entertainment options vying for our recreational time, putting pressure on ‘traditional’ sporting pursuits.

As governing body for every level of cricket across England and Wales, the England and Wales Cricket Board (ECB) has a remit to protect, encourage and grow recreational cricket-playing across the region.

Insight

Through the annual Two Circles-run National Cricket Playing Survey, Two Circles analysis found that statistics around individual and team playing performances are an integral component of the recreational playing experience. In addition, over the last decade England and Wales recreational players have increasingly used digital scorecard portals such as Play-Cricket to record, track and share scores.

Solution

Regular ECB e-mails sent directly to players – data-driven and personalised using the wealth of grassroots cricket data available to the ECB via its customer database – would build direct relationships between the governing body and recreational players, increase their engagement with the game and encourage participation.

Action

Two Circles created a data-rich, personalised weekly e-mail that includes a ranking of individual and club performances within the county, celebrations of outstanding individual performances, previews of upcoming opposition and the forecast weather conditions.

Results

  • +3% increase in participation
  • 26% click-to-open rate
  • 1st NGB to use data-driven marketing to drive participation growth
  • 495% return on investment in CRM

Results

  • +3% increase in participation
  • 26% click-to-open rate
  • 1st NGB to use data-driven marketing to drive participation growth
  • 495% return on investment in CRM

Related Case Studies

Developing a new media platform for grassroots football
Using data insight to track and promote grassroots rugby
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