Data
FAN DATA SEGMENTATION
Greensboro grasshoppers Case STudy
18% Attendance Growth YoY | $100K Merchandise Revenue Increase | 4X ROI
The Grasshoppers had a great promo schedule - something for everyone- but were drastically underutilizing their fan database by sending generic messaging to every fan alike. Dead data sat in spreadsheets with no segmentation model behind it, no insight into potential fans in the local market, and limited penetration of an increasingly noisy channel landscape.
THE CHALLENGE
The SOLUTION
FAN DATA
ANALYSIS
Categorized the existing fan database into segments, matched against national real-time behavioral profiles to build a true segmentation model.
NEW MARKET
DATA
Pulled new fan profiles from the local trade area matching each existing segment, expanding the addressable fan base beyond the current database.
segmented
messaging
Built relevant, segment-specific messaging and creative for each fan category instead of one-size-fits-all promos.
activation &
attribution
Focused execution on a single channel (email) and proved the lift with a tested, controlled comparison: test group vs. control group.
The revenue impact was measurable and attributable to the segmentation strategy itself, not assumed.
The SEGMENTS
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young
families
Parents in their 30s - 40s
Children 12 and under
Priority:
Fun family experiences
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night on the
towners
20s–30s Social Butterflies
Love TikTok-able Moments
Priority:
Group night-out experiences
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empty
nesters
50s–60s Post-kids
Higher disposable income
Priority:
Community-oriented activities.
RELEVANCE = REVENUE
THE RESULT
When fans see messaging built around what actually interests them, they're far more likely to buy. Moving from generic, one-size-fits-all messaging to a segmented fan data strategy drove 18% revenue growth year over year, a $100K increase in merchandise revenue, and a 4X return on investment - validated through test-vs-control analysis, not assumption.
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