DIGITAL JOURNEY
Digital Marketing Leadership
During the 2023-24 Blackhawks season, I oversaw our four-person digital marketing team during a record year for ticket revenue, inclusive of paid digital and social, email marketing, website and app engagement, out of home placements and an in-game sponsorship inventory with over 40 unique placements each game.
For the season at large, our team benchmarks across all channels for the second straight year, finishing with a nearly $12 ROAS across paid digital and doubling our ticket revenue driven by email marketing. All told, the team increased attributable ticket revenue by 28% year over year.
Purchase Flow Overhaul
At a crossroads in the consumer ticket buying journey, in 2022 I led an overhaul of our Blackhawks.com sales site, prioritizing a reorganized navigation by ticket product, streamlined user experience requiring half as many clicks to purchase and cross-promoting similar ticket products.
In the first year of deployment, we were able to double our annual ROAS and drove an additional $600K in revenue at similar spend levels. This work continues to drive revenue year over year, and stands as the basis of the team’s digital marketing journey today.
Memberships Distillation
The largest percentage of Blackhawks ticket revenue in recent seasons has been driven from the Season Ticket Membership product.
Our primary driver of program awareness and digital sales is our Memberships website hub, which distills a program featuring two distinct purchase methods, 16 plan options and five Membership tiers, each with more than a dozen distinct benefits offered, into an easily-digestible program overview with the goal of requiring less than 60 seconds for user comprehension.