NMFC: The Challenge.
When it comes to being a successful football team, fans are critical. So when the NMFC realised they needed to better understand and further engage with their fans and members, they wanted to take it seriously. But first, they needed a place to start.
They determined the need for a plan to map the fan experience, in order to develop a clear and concise market segmentation that was specific to NMFC fans. In doing so, the Club aimed to not only understand the needs and wants of their fans and members, but to also address internal challenges and problems that had previously gone unresolved.
NMFC: The Brief.
NMFC approached Naked Ambition to partner with them on their journey, providing a brief that outlined a need to develop a clear and compelling narrative and value proposition that would primarily:
- Maximise match-day participation across Victoria and Tasmania
- Develop a match-day model to strengthen alignment of fans’ needs and preferences
- Prioritise key match-day and community engagement activities to increase membership growth
- Identify digital and commercial opportunities for the Club
Naked Ambition: Our Approach.
Working closely with NMFC, Naked Ambition created a human-centred design plan to gather data and information on the specific behaviours, needs and preferences of NMFC fans, in order to encourage further engagement with the Club.
Commencing with a survey effectiveness review of Victorian & Tasmanian fan and community engagement strategies for 2015, we were able to analyse and summarise our findings to uncover strengths and limitations, and clearly identify gaps in NMFC’s approach.
Once the survey data had been collated we moved into Phase 2 of our plan, which involved conducting in-depth face-to-face and phone interviews with current members, newer short-term members, and long-term self-confessed “fanatical” members. The goal was to identify unique experiences and common trends that could be enhanced for greater engagement, or changed for greater loyalty.
The interview process allowed Naked Ambition to create detailed customer profiles and segmentations (for example: families vs. social singles), and obtain valuable insights on their individual needs when it comes to the match-day experience. This then led to the creation of behaviour maps for two unique user journeys which outlined, step-by-step, the match-day experience as recalled by members within each segment.
NMFC: The Outcome
Guided by Naked Ambition, NMFC staff were led through a creative ideation and prototyping process which resulted in the rapid generation of fresh ideas; addressing real challenges and identifying opportunities to improve the overall fan experience. The Club continues to apply design thinking by continuously monitoring key opportunities and memorable points along each member journey.
“Various business departments come together far more frequently now to plan for milestone or marquee games where design thinking has been applied to inspire passion and participation. After each home game we survey our fans to understand what works and doesn't. This has given us great insights to allow us to adjust our work, literally week by week. This had never been done prior to your involvement”.
- Cameron McLeod, General Manager, Community Engagement