Client:

Loudoun United FC is a professional soccer club in Leesburg, Virginia. The club competes in the USL and needs to market its season tickets for the upcoming 2025/26 season.

Challenge:

The demand for season tickets fluctuates depending on the team’s success the previous year and the expectations of team success for the upcoming year. With these factors in mind, the marketing team must still present value so that supporters purchase season tickets and attend matches at LUFC’s home stadium (which in turn boosts team store sales, concession sales, etc.).

Solution:

Every marketing email I wrote emphasizes the matchday experience for supporters, rather than the team’s success, as the primary selling point. That way, LUFC can present a consistent product and exclusive benefits package that fosters brand loyalty.

I segmented this marketing campaign by addressing three separate audiences. I first wrote an email (in the form of a letter) directed toward previous season ticket holders to secure repeat customers for the club. The letter expresses gratitude for their support and mentions new experiences for those who repurchase their season tickets.

I also address LUFC supporters who attended at least one home match the previous season (without having purchased season tickets) to invite them into the club’s season ticket program. Lastly, I crafted a general promotional email for the locals of Northern Virginia that introduces the club and highlights the “VIP experiences” that await season ticket holders.