Client:

Maryland SoccerPlex is a sports complex in Germantown, Maryland. The complex hosts a variety of soccer tournaments, offers field rentals, and features several youth and adult leagues within its facilities.

Challenge:

The soccerplex is celebrating its 25th anniversary and is offering promotional discounts for its upcoming programs. Its programs range from youth summer camps to indoor and outdoor soccer leagues, so creating a marketing strategy that reaches all of these audiences is paramount. The prospects in each audience must read these marketing materials and immediately see value in the programs.

Solution:

I crafted marketing emails for three distinct audiences: Adults who had previously signed up for indoor or outdoor leagues, youth soccer coaches who had previously signed up for indoor or outdoor leagues, and parents of young children who had previously enrolled in a summer camp program.

By segmenting the audience into three separate groups, The Maryland SoccerPlex can market nearly all of its programs without overwhelming readers. Each email expresses gratitude for past visits to the facility and introduces the promotional discounts available for upcoming programs. I also provide a summary for each of these programs before presenting a call-to-action in the form of a button.