Section 11 / 19Lifecycle, not campaigns
Export full PDFFan Engagement Strategy
Lifecycle, not campaigns
Operating principles
Lifecycle, not campaigns
- Move from generic campaigns to personalised lifecycle journeys
- Treat members differently based on behaviour, value and engagement
- Use data to identify churn risk early
- Reward meaningful engagement
- Create value beyond matchday
- Connect digital, membership, rewards, events and commercial campaigns
- Use analytics to test and improve
Segments
Treat fans differently
Paid-up membersHighly engaged fansAt-risk membersNew membersLapsed membersInternational fansFamily / youthCommercially active fansEvent attendeesRewards users
Lifecycle journeys
Seven priority journeys
- 01Welcome and onboarding
- 02Rewards activation
- 03Matchday / event engagement
- 04Renewal journey
- 05Win-back journey
- 06Partner offer journey
- 07High-value fan journey