STUART PLANT | DIGITAL MARKETEER

 “Our mission is to be the no.1 source of support for grassroots sports clubs in the uk.” 

- Neil Riches, Director

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When the company was trading as My Club Betting, the premise was for grassroots clubs to have their own bespoke betting sites, from which they would earn a cut of the monthly NGR.

In this time, I worked within a small creative team where my main focus was to write communications to encourage our bettors to actively bet with their clubs via their bespoke sites.

I was the sole copywriter across all digital channels, leading the creation of our bespoke offers from end-to-end, including offer strategy, T&C’s, scheduling and promotion. 

I introduced boxing and NFL as two new profitable markets for the company. A prominent example was the bespoke offer I created for Saul Alvarez vs Gennady Golovkin in Sep 2017, which brought us ~£9,000 worth of profit. I devised a ‘Black Friday’ campaign, a first for the company, which led us to achieve one of our most profitable weekends of the calendar year.

As well as new markets, I played a key role in the streamlining the user journey from sign-up, CRM, to retention. Over a period of 6 months, we sent out 366 mailers which saw half a million unique openers with an open rate of 16.70%. Alongside this, I also introduced automation to our mailing-system.

I planned and implemented our multi-channel campaign calendar, which helped us to be focused as a department, especially when targeting certain offers around upcoming sporting events.

I ran all of the social channels and created content with the aim to acquire new sign-ups, engage with our community of clubs we already had as well as promoting our support for grassroots sport. The conversion from Twitter to our corporate site made up 62% of our traffic.

Please see below for some examples of my work.