Digital Marketing Plan for the Pittsburgh Riverhounds
By John Dyke
Introduction:
The Pittsburgh Riverhounds are a solid team with a loyal base, but there’s still a huge group of people in the city who don’t know much about them. They play in a great location with a fantastic view overlooking the city of Pittsburgh, tickets are affordable, and the atmosphere is exciting but they’re not getting enough local attention. This blog lays out a simple digital strategy to help change that and bring more fans to games.
Highmark Stadium in Pittsburgh, PA
First Step: Running Ads to Locals
The team should focus on advertising to locals since nobody outside of Pittsburgh is really paying attention to the Riverhounds. They should target local sports lovers who follow Pittsburgh sports closely, Families who want to acclimate their kids into soccer, and college students looking for a cost effective night out!
Example for Ads:
Including pictures of the team playing
"Watch pro soccer in your city for less than 25 dollars!”
“Riverhounds games = affordable fun with family and friends!”
This was done previously with the Washington Wizards as they used Good adwords to help advance their marketing strategy, “In an effort to enhance audience engagement, Monumental turned to Google AdWords, which it was first introduced to at a sports conference in summer 2013. For the 2013–14 season, AdWords accounted for 72% of the Wizards’ online spend and 25% of the brand’s overall marketing budget” (Think with Google)
Riverhounds Mascot
Second Step: Posting Short Form Video Content on Instagram & Tiktok
By implementing a social media focus the team could grasp more of gen z’s attention. The Riverhounds could start posting more short clips of its players playing as well as videos of the crowds having fun!
Examples of Content:
Game day highlights
Fan reactions or chants
Behind the scenes with players or staff at Highmark Stadium
The videos do not need to be high budget but instead focus on the energy of a Riverhounds game by adding a viral song or sound to it.
According to Pew Research Tiktok is a top performing social media that is able to grasp the youths attention, “Some 67% of teens say they ever use TikTok, with 16% of all teens saying they use it almost constantly. Meanwhile, the share of teens who say they use Facebook, a dominant social media platform among teens in the Center’s 2014-15 survey, has plummeted from 71% then to 32% today” (Pewresearch).
Step 3: Redefined Email Campaign That Keeps Fans Engaged
While it may seem like email is becoming old school it’s still a great way if used in an effective way. The Riverhounds could set up a new and improved email campaign for crowds to sign up for updates.
Examples:
Welcome email for anyone who signs up as well as a promo code or ticket discounts
Game reminders a few days before each home match
Thank you emails with after game highlights and photos
According to Porch Group Media, “People aren’t just using email to connect with family and friends. In fact, 60% of consumers prefer to be contacted by brands through email” (Porch)
Step 4: Hosting Themed Nights With Hashtags
The Riverhounds could take a more interactive approach like the Pittsburgh Pirates by hosting fun theme nights that everyone could participate in and hold contests. The most important day I can think of in Pittsburgh is 412 day. The Riverhounds could hold a day were the crowd can celebrate and express their Pittsburgh Pride!
Examples:
Holding Contests for the “Best Dressed Yinzer”
Contents can post pictures using hashtags #412 #Riverhounds to increase engagement
Voting can occur in the stadium using QR codes
Winner could win a custom Riverhounds jersey with “412” on it
According to Soft Space Solutions, “Using trending hashtags can help you join trending conversations and can give you more exposure to your brand” (Soft Space) Hashtags also offer a chance for the fans to connect together by showing their love for the team (SocialNorms)
Conclusion:
The Riverhounds already have proven success in their gameplay but what’s missing is stronger digital promotion to match that energy. By focusing on local ads, posting short videos that show off the team’s vibe, and staying in touch with fans through email, as well as hosting themed days the team can start to grow its audience and boost ticket sales.
Sources:
https://www.thinkwithgoogle.com/_qs/documents/534/washington-wizards-add-ticket-sales-with-adwords_case-studies.pdf
https://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/
https://porchgroupmedia.com/blog/50-unbelievable-email-statistics-you-need-to-know/
https://softspacesolutions.com/blog/why-use-hashtags-on-instagram-10-genuine-reasons-you-must/
https://socialnomics.net/2020/07/02/importance-of-hashtags-in-social-media-marketing/