Marketing Metrics
Marketing Projects, Metrics & Initiatives: B2B, B2C, Awareness & Lead Generation
Here is a quick list of the elements our department managed & implemented:
Social Media Growth/Awareness & Metrics
Digital Media Campaigns, Performance, & Measurement
Data Strategy, Collection, & Contesting
Indy Eleven App & Commuication
B2B Lead Generation (sponsorship)
B2C Leads - most likely to become a STM
Revenue Generation: Ticketing, Merchandise, & Events
Indy Eleven: Data Strategy
In 2018, when I came to Indy Eleven, we did not have any measurable metrics, KPIs, or any true understanding of our overall marketing performance, nor a true understanding if our marketing efforts resonated with our audiences. Our third party agencies did not have standard reporting, so we looked to bring all marketing in-house to both rebase & rebuild our marketing metrics as an organization. This became crucial in 2020 in controlling costs through the pandemic, while also allowing us to build better systems, better data, and better performance overall. We then shared these best practices with other clubs in the USL Championship to help better grow the league performance.
“We compete for wins, losses & ties on the field, not in front offices. ”
Coming out of the pandemic, we then had the dashboards, metrics/KPIs, & a true plan. We also had a better understanding of what had been done previously & where we needed to go. We also knew that data would about our fans would become very important moving forward into Eleven Park. Below are some of the initiatives we undertook and the performance metrics associated with our work as an in-house team.
Rebuilding Fan Personas
We worked specifically with IUPUI Sports Innovation Institute to assist us in rebuilding our Persona Groups who attend Indy Eleven games. This allowed for us to better understand a few things about our marketable fanbase & in an already over-saturated sports market:
Who genuinely cared about our experience?
Who did not care about our experience?
Who could we look to grow our experience with?
What effect would a stadium have on our experience?
This allowed us to be laser-focused across many initaitives - marketing, sponsorship, community relations,& who was engaging with our business.
West Fork Whiskey Project
Building out a new Marketing Strategy
I met the West Fork Whiskey team initially as a sponsor for Indy Eleven. Years later I was tasked with rebuilding their marketing program for 6 months on a contract basis. West Fork Whsky Co has the following business elements:
In Westfield: The Mash House Restaurant, Stave Cocktail Lounge, Tourism, Merchandise, Event Space
In Indy: West Fork Indy location
Other: Event Marketing, Partnerships
Here are the projects we accomplished:
Created a First-Party focused Data Strategy - identified all data sources across all elements of the business & consolidated the data aspects across all consumers. Created a standard of necessary data moving forward desired across all customers and an acquisition plan across internal, external & social marketing measures.
SEO improvements & rebuilding the website wireframe - improved SEO by adding in keywords, details and better search tactics.
Consumer Surveys & “Idea Distllation” Sessions - created a survey for all customers to ain additional first-party data and understand where brand affinity is coming from and from who. We also conducted 4 nights of consumer interviews to dive deeper into the brands.
WHSKY CLB Launch - coming from the customer listening sessions, the ability to get our customers together for education, building community & building our brands through our consumers (225+ registrants to date)
Here are the metrics were able to accomplish:
SEO Improvements:
Increased organic traffic by 40% through strategic SEO enhancements and content optimization.
Reduced website bounce rate by 25% by improving site navigation and content relevance.
Boosted average session duration by 30%, reflecting higher user engagement and content effectiveness.
Secured 50+ high-quality backlinks from industry-relevant sources, enhancing domain authority and SEO performance.
Achieved top 5 rankings for 10+ high-volume keywords in the craft whiskey niche.
Optimized site speed, reducing average page load time by 35%.
Enhanced mobile optimization, resulting in a 20% increase in mobile traffic.
Improved local SEO efforts, leading to a 50% increase in local search traffic.
Brand Guidelines & Brand Standards
My first project was to ensure the organization was all playing from the same playbook. We revisitsed & rebased West Fork’s Mission & Value Statements to allow for better accountability & internal guardrails of behavior & expectations.
OUR MISSION & VALUES
"Our mission at West Fork Whiskey is to revolutionize the whiskey experience in Indiana, focusing on community enhancement and delivering exceptional experiences. This commitment is driven by our core values: prioritizing premium whiskey, embodying Hoosier hospitality, inspiring others, providing support, practicing kindness, fostering enthusiasm, and valuing our guests & community."
