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How Have Formula 1, The British Museum, Swansea City Football Club & 19 Fan & Membership Innovators Navigated The Struggles Of The Last Year?

Boost Fan, Member & Supporter Engagement: Onsite Or Remotely. Digital, Social Media & Content Strategies ● Boost Sales During Turbulent Times ● Add Value To Supporter Experiences ● Match Day – Safe, Exciting Onsite Experiences ● Best-In-Class Recruitment & Loyalty & Renewal ● Customer Data, Insights & Behaviours ● Measuring Engagement, ROI & Lifetime Value

A One-Day, VIRTUAL Brand-Led Conference & Networking Event, 28th April 2021. Already Attending? Find out more about our virtual platform here. Group Discounts Available - Book 4 For 3! Call +44 (0)20 3479 2299 for more details.

09.00 Log In, Explore App & Networking Time

09.10 Pre-Recorded GIC Welcome Video

09.20 Morning Chair’s Opening Remarks

Rebecca Edwards-Symmons
Head of Commercial
Swansea City Football Club

 Fan & Member Experiences - Panel & Q&A

09.30 Fan-Centric Strategies Which Exceed Expectations & Deliver ‘Members Only,’ Exclusive Experiences

  • The impact of COVID has been monumental: what are the takeaways from this time, and what can we do to aid long-term recovery?
  • Safety, hygiene, staff training, capacity limits… we’re up and running with what we need to do! But how can we also create exceptional experiences?

Katie Elston
Head of Marketing & Communications
Royal Albert Hall

Rich Cheary
PT SportSuite

Sam Williamson
Digital & Social Media Manager
Leicester Tigers

Danny Lee
Head of Ticketing
Swindon Town FC

 Engaging Content

10.00 Keep Fans & Members Interested & Coming Back For More With Premier-Division-Standard Content Strategies

  • Analyse platform choice, channel and messaging performance, tone and frequency to ensure you’re at the top of your content game!
  • Achieve exclusivity by determining how standard content strategies should vary from the special content reserved for your members
  • Written by fans, for fans! Leverage fan passion and user-generated content to include fan-driven messaging in marketing campaigns
  • The personal touch! Flex your tone of voice and content to be in tune with your audience
  • Balance sponsorship-driven or promoted content with your authentic brand voice to add value to partnerships while still hitting the mark with your fans

Jesse Ringham
Head of Brand & Audience
Serpentine Galleries




10.30 Morning Refreshment Break With Informal Networking

Learnings From The Field - Tactics To Build Fan Engagement

11.00 2020; the year when engagement became a duty, not just a business ambition. 

  • How Tier 1 leagues and federations have survived the pandemic.
  • How to deliver the content fans really want to see
  • How technology and content can be used to entertain, educate and inspire.
  • Why clubs and federations have a responsibility to get their media to the fans that support them.

Tom Blake

 Social Media

11.20 All The Latest News Delivered To Their Phone! Next-Level Strategies To Authentically Engage With Fans & Members On Social Media

  • Which platforms are your followers on? Adapt your strategies to deliver engaging social media strategies to them which foster engagement and drive excitement
  • What are the opportunities to actively target new, younger demographics on social media to create the next generation of fans?
  • Engage with online fan and supporter groups to build your tribe, incorporate their ideas, passions and user-generated content into the club culture and encourage interactivity
  • Make the most of the informality of social media to give the super fan their fix of ‘behind the scenes’ content which increases their inclusion and identification with the brand
  • Go beyond the standard content or event-based posts with content and fresh updates that keep people coming back to your feed

Sam Williamson
Digital & Social Media Manager
Leicester Tigers




11.50 Morning Chair's Closing Remarks

Discussion Tables

12.00 Breakout Discussion Topic: Digital Engagement

12.25 Lunch

13.25 Afternoon Chair's Opening Remarks

Rebecca Edwards-Symmons
Head of Commercial
Swansea City Football Club

Bonus Session With Cheetah Digital

13.35 Guess Who? Why Understanding Your Fans Will Bring Increased Engagement, Deeper Connections And Long-Term Loyalty

Luke Harris
Snr. Director, Customer Success
Cheetah Digital

 Match Day! - Panel & Q&A

11.10 Ensure The Build Up Doesn’t Fall Flat: Create Safe, Enjoyable Match Day Experiences Which Encourage Fans Back To The Stadium

  • From training to crowd control, how can you best prepare for safe, enjoyable match day experiences?
  • Does half a stadium really mean just half the atmosphere? How to combat the socially distanced feel to connect and unite fans – even from 2m away!
  • AI, VR, AR, apps: what are the (cost-effective!) methods to enhance the game experience and engage with a digitally-native demographic?
  • From toilet queues, to bad weather, to 5-0 losses, overcome common match-day excitement dampeners with quick, easy, atmosphere-boosting tactics to ensure your fans still have a fantastic day out
  • Meet and greets, food experiences, photobooths and half-time performances… explore opportunities to extend the experience beyond 90 minutes for a full day out
  • The Americans are leading the field – what are tips and takeaways we can apply on this side of the pond?

Sean Jarvis
Huddersfield Town Football Club




Discussion Tables

14.20 Breakout Discussion Topic: Back To Venues? Share Experiences, Advice & Get It Off Your Chest!

14.45 Afternoon Break & Informal Networking

 Loyalty, Retention & Renewal - Panel & Q&A

15.15 How Can You Incentivise Loyalty? Cultivate Long-Term Relationships & Renewal & Re-Engage Fans & Members Whose Interest Has Dipped

  • Overcome the year one renewal hurdle by exploring pricing structures, increased benefits packages and those key moments to interject and influence renewal
  • Leverage CRM and membership databases for proactive, data-savvy approaches and personalised membership deals which increase loyalty, retention and spend
  • What is the magic spark to reignite interest in lapsed fans and members?
  • Are people generally less likely to maintain memberships? Tactics to compete with busy lives, tight budgets and the draw of a Netflix and sofa session

Laura Tringham
Senior Marketing Manager
Northampton Saints




Marek Borowik
Head of Customer Marketing
Formula 1 ®




Sam Holding
Head of International

Ally Spicer
Head of Ticketing Operations
Fulham FC

Sian Hoggett
Head of Membership & Customer Relationship Management
The British Museum





 Fan & Membership Recruitment

16.00 Elevate Your Fan & Membership Recruitment Activities To Showcase Supporter Benefits, Increase Conversions & Welcome Passionate, Excited Newcomers

  • Cultivate meaningful relationships which generate excitement and convince one-time ticket purchasers to invest their time and hard-earned money to become long-term supporters
  • Convey membership benefits and unique selling points which prove value and overcome barriers to conversion
  • Identify advocates and enthusiasts to enhance your community building and open the door for new audiences
  • You understand your target market, but how do you target new markets you don’t understand?

David Jackson
Marketing Director
Durham Cricket

16.25 Chair’s Closing Remarks

Rebecca Edwards-Symmons
Head of Commercial
Swansea City Football Club





16.50 Official Close Of Conference