The Brief
To devise and manage a Supporters Club for English Rugby in order to strengthen relationships between the RFU and England supporters and generate additional revenue to support grass-roots development of the game.
The Work
Sales and Marketing
Goodform assists in the planning and execution of the England Rugby Supporters Club’s sales and marketing strategy. Our experience, creative energy and regular interaction with members ensure we take a forward thinking and proactive approach.
Membership Services
Goodform provides the RFU with an operations centre to manage all forms of interaction with ERSC members. Our enthusiastic and professional team delivers the highest level of customer service by telephone, email or in writing.
Administration
Goodform looks after all areas of administration including membership renewals, payment processes and ticket ballots. Our handling of this labour-intensive work means the RFU can operate most effectively in this area of their business.
Database Management
The ERSC’s database is fundamental to the scheme and Goodform maintains its accuracy and enhances its profiling. Our effective management gives the RFU the platform to build relationships with its core supporters.
Telesales
Every other month we contact lapsed England Rugby Supporters Club (ERSC) members to seek renewal or primary and secondary reasons for people not renewing their membership.
The Results
- The ERSC has grown since its inception in 2004 and has had over 30,000 adults and 2,800 junior members.
- It is a benchmark for Supporters Clubs of its kind.
- We successfully handled over 1000 incoming calls during the week leading up to the World Cup Final
- We answer 90% of emails within 24 hours
- As a result of the bi-monthly research and renewal drive, we received 9.2% confirmed renewals over the phone
- The renewal campaign also prompted 26% to renew through other methods i.e. post, email, online
