Successful selling efforts for the NBA Champion Toronto Raptors do not focus on selling at all. Instead, the objective is to create buzz in the marketplace to achieve renewal goals and drive waitlist sign-ups. To achieve these ends, the Raptors membership and marketing teams collaborated to create two key pieces of social content for Facebook and Instagram.
The social campaigns focused on the authentic connections members have with the Toronto Raptors, showcasing the value proposition beyond the game. A call out was made to members to volunteer their stories for how the Toronto Raptors inspire them off the court. The organization received a multitude of submissions and narrowed it down to two key members.
Story #1: Ravi Jain, East India Company – Member Since 2014
Family First – Bonding and Connecting with Family at the Game
Story #2: Sam James, Small Business Owner – Member Since 2018
The Love of the Game – Sharing the Game, Inspired by Its Energy
To date, this campaign has helped the Raptors achieve 97% of the team’s renewal goal.