2019 SEASON RABBITOHS MEMBERSHIP STRATEGY
Rabbitohs RLC & TPF Sports Current TPF Sports have partnered with the Rabbitohs since 2013, providing 6 years of operational excellence. In delivering your membership program over this time TPF sports have provided various innovations aimed at improving the club & member experience including:
Member pack tracker
E card functionality
TPF Sports Fulfilment system
Live stock reporting
File approvals Data transparency Live stock reporting
Hightail artwork approval platform
Rabbitohs RLC & TPF Sports Future With rising domestic charges what is TPF Sports doing to future proof your business & bottom line into the future? Current/Future Domestic Realities:
Rising Mail Costs
Rising Labour Charges
Future Proof Vision:
Increased Warehouse Capacity
Decreased mail costs
Pay as use product supply
TPF Sports is committed to investing in the South Sydney Rabbitohs to ensure the long term viability of your membership program Inability to meet growing volumes
No local production or supply
Unequalled labour force and capacity
On demand print technology
TPF Sports Connects Fans With Brands
Growing your membership base Nourishing and rewarding members Retaining members Commercialising your offer Adding extra revenue streams Product / offer flexibility Reducing stock risk Pre-Xmas guarantee deadlines
TPF Sports focus is to provide fans with a fully immersive membership experience.
TPF Sports is filled with passion and desire to innovate, continually growing to be at the top of our game as market leaders.
Personalisation of product is a great tool to engage members from the start of their membership journey, when they receive their renewal, to when they receive their pack in the mail.
Personalisation of Product
Data and personalisation enhances the emotional connection between the member and the club.
Personalisation of product should aim to deliver theÂ right product or service at the right time.
Research shows that providing personalisation on a mass scale is not necessarily beneficial, a strategic approach and targeting specific segments and groups with this tool is where its value lies.
Personalisation of Product Junior
Personalisation of Product Youth
Personalisation of Product Toddler
Personalisation of Product Baby
Personalisation of Product Pet
Personalisation of Product WNRL Membership
Specific products will be available in the TPF Sports warehouse to be drawn upon as data is provided. i.e decorated and packed 'on-demand'.
Reduced overall spend and product wastage Opportunity to distribute funds into higher perceived value items as stock is paid for on use Eliminates the need for stock quantity forecasting Opportunity to introduce and trial new categories without stock risk Flexibility of ordering for small membership categories - i.e. no minimum order quantities
On-Demand Product Model
Personalised Design (Name)
Generic Design (Player Image)
Enhanced emotional connection Flexibility to run targeted member campaigns High perceived value of item
Considerations: Delayed dispatch time
Allows member choice of favourite player on item Greater member interaction and choice Speed up dispatch time Reduced Stock Risk Promotion Flexibility
Considerations: Will not affect dispatch timings
On Demand Product Savings Category
Reduce overall program spend Minimise stock risk Introduce new, small categories
Left Over Value
Estimated Left Over Stock
Baby Door Sign Junior Pack
Benefits of On-Demand packages include:
Implementing an on-demand pack option for smaller categories
Reduced overall spend and product wastage
Specific products will be available in TPF Sports warehouse to be drawn upon as data is provided i.e. decorated and packed ‘ondemand’
Ability to place small, short run re-orders – not relying in forecasting for niche categories
Opportunity to redistribute funds into high perceived value items, only paying for stock used
Opportunity to introduce and trial new categories without stock risk.
On Demand Product - Pay as you use By utilising on demand products TPF Sports will eliminate left over stock resulting in estimated savings of over $22,000 to the Rabbitohs RLC. This is aimed at derisking your business and reducing inventory held. Pre ordered Stock Adult Pack
On Demand items $34,884.00
Baby Door Sign
Loylaty Key Ring
2018 season up front payment Nov
2019 season upfront payment Nov
Reduced upfront payment:
Based on modelling, utilizing on demand product across Junior, Toddler, Baby, Pet, Membership card and Letters, the Rabbitohs would only be invoiced upfront for $140,771.00 The remaining estimated $109,870.70 of ondemand product payment would be invoiced monthly, on use - leading to a reduced up front product payment and greater cash flow.
Packaging Concepts Packaging is the first impression you make with a consumer, so make sure you build a strong branding by choosing a clear and unique design.
Itâ€™s vital that every interaction with your member makes them feel valued and leaves a lasting impression.
Members often share an amazing packaging experience on social media.
75% 40% Research show
of shoppers will recommend products they like to their friends and followers on social media
of consumers will regularly share packaging.
Packaging Concepts Challenge Low cost, high impact packaging option that can be used across multiple categories (Fujitsu, Crown, Platinum, Junior)
Opportunity A base design of TPFS fold out packaging can be used in conjunction wtih personalised sticker- applied to each pack to show sponsorship partner and/or loyalty level
Benefits of Base Design & Sticker Cost of packaging reduced De-risks order forecasting for multiple packaging types Enhanced member experience when receiving pack
Augmented Reality Technology
Augmented reality (AR) gives clubs the opportunity to create innovative campaigns that integrate the digital world into the real world.
AR is one of the hottest trends in the marketing and advertising industries.
AR can be used to enhance fans interaction with your club.
AR is popular with a wide range of consumers â€“ basically, anyone with access to a smart-phone.
AR is recognised as a creative way of connecting with customers and increasing engagement.
AR technology can be integrated into product to bring them to life.
Augmented Reality: Packaging Augmented reality can be used to enhance the pack delivery experience for members.
Integrating the digital world into the real world delivery of pack experience
Scan member pack on arrival of pack with a smart phone to view a welcome video message
A new dynamic to the membership packs delivery experience with the ability for the experience to be shared on social media
Augmented Reality: Email NotiďŹ cation
Hi Tom, Thank you for your support of the South Sydney Rabbitohs Club and for signing up as a 2019 Member. Your pack is now on its way! Before it arrives, make sure you have downloaded the LAYAR App onto your phone so you can scan your pack to unlock a member exclusive message from the players. #GoRabbitohs South Sydney Rabbitohs Club Member Services
Match Day & Community Engagement Augmented reality can be used to enhance fan interaction with your Club.
Integrating the digital world into the members Gameday experience
Scan post card with a smart phone to be taken to an AR experience on Matchday
A new dynamic to the Gameday experience with the ability for the member to share on social media
Retention & Acquisition: Community Drive
Junior development programs at community engagement levels are an effective tool for clubs to connect with children in order to build future fans and members.
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Effective low cost product that is easy for players and supervisors to hand out in large volumes at clinics or school visits, accompanied by a clear, concise and easy call to action
Offer promoted is a FREE membership; Fans are directed to an online website to sign up as a FREE junior member, with access to 3 home games (as allocated by the club) Offer extended to bring a friend for FREE to each game and discounted offers for adult tickets to accompany the junior fans can also be included
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Enhances data collection Expands the fan base Captures a targeted and engaged audience to communicate & promote out to potential members Opportunity to up-sell / upgrade from the FREE membership take up
Retention & Acquisition: Sales Promotion - Golden Ticket
Incorporating a sales promotion into a membership program can be used as a tool to entice a non-member to purchase a membership, or drive retention by engaging with existing members.
Promotions are an effective way to market your product. A well-planned, seasonally relevant focus on themes or solutions wrapped around your products will ensure your customers take note of and value, and that prospects will be enticed to try for the first time.
? ? What How A basic no frills, no technology, sales promotion mechanic. Open the pack to see if thereâ€™s a ticket inside
Ticket is added into a membership pack at random and is linked to a big ticket / member exclusive prize Offers can be split across several tiers, with different prizes or promotions linked to each The offer can be valid to push early membership sales and behaviour such as auto renew sign up
Exclusive offer only available via a membership purchase Drives loyalty and boosts engagement Incentivises both existing and new members
Match Day Attendance Incentive: Winning Key
DO YOU HAVE THE
Drive match day attendance by incentivising members with a chance to win a prize.
? ? What How
Winning key cards distributed within membership packs to Bring your key along to our Home Game incentivise and reward on Thursday April 26th at ANZ Stadium to see if it unlocks the treasure chest match attendance.
Incorporating an exclusive prize in an interactive manner to a growing membership base will assist in membership engagement, along with driving match day www.rabbitohs.com.au attendance.
DO YOU HAVE THE
WINNING KEY? Bring your key along to our Home Game on Thursday April 26th at ANZ Stadium to see if it unlocks the treasure chest
Match Day Attendance Drive: Loyalty Program
? ? What How
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GAMES 0 5 EM
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Rewarding members for game attendance will directly correlate to increased match attendance numbers throughout the season
Thank you for attending all 2018 home games! #GO RABBITOHS
Drive match day attendance by rewarding members
Track match day attendance by member and rewarding set milestone attendance rates
Match Day & Membership Drive: Collectable Bobbleheads
High value, exclusive member merchandise is a great tool used to engage fans and create a need to purchase.
Insert a high value & desirable (exclusive) product collection into a smaller membership base category which is manageable
? ? What How
Incorporating a high value and exclusive match day collect item into a new and growing membership offer will assist in driving match day attendance as well as fan engagement with players, which will result in driving membership numbers
Members receive their basic pack entitlements in the mail along with their membership card and a â€˜Bobble Headâ€™ collection voucher which they can only redeem by attending a home and away home game
Program Delivery 7 - 10
TPFS Dispatch Timeframes:
Pre-December 24th, 2016 Files < 1,000 records Files < 1,001 - 5,000 records Files < 5,001 - 10,000 records Files > 10,000 records
- all packs dispatched within 3 working days of file approval - all packs dispatched within 3 - 4 working days of file approval - all packs dispatched within 5 - 6 working days of file approval - all packs dispatched within 7 - 9 working days of file approval
Post-December 24th, 2016 Files < 1,000 records Files < 1,001 - 5,000 records Files < 5,001 - 10,000 records Files > 10,000 records
- all packs dispatched within 2 working days of file approval - all packs dispatched within 3 working days of file approval - all packs dispatched within 5 working days of file approval - all packs dispatched within 7 working days of file approval
2017 2018 Grand Total
No. of Files
No. of Records
Average number of business days for packs to be lodged with Australia Post
45 25 70
34,6034 36,266 70,869
5.38 4.88 5.13
21,255 27,587 48,842
Approval of data
Receipt of data
TPF Sports Mail Savings Standard Core Pack
QTY Sent 2017/18 QTY Sent 2017
Saving over 2017
Core Pack , Cap, Travel Mug
Core Pack, Cap
Junior Pack, Cap Junior Pack, Cap, Beach Ball
$107,244.04 $299,566.25 Standard Core Pack
QTY Sent 2017/18 QTY Sent 2018
Saving over 2018
Adult Pack , Cap, Lanyard
Adult Pack , Cap, Cooler Bag
Junior Pack, Lanyard, Cap Junior Pack, Cap, Cape
Based on the number of packs sent over the 2017 and 2018 seasons TPFS have saved the Rabbitohs RLC over $214,000 in mail.
TPF Value in Kind services
Warehousing or storage in TPF SZ or CF facility
Physical stock counts
Member email notification on dispatch of goods
Member pack tracker
Letter copy creation or changes
Card mapping formatting or changes
Use and development of the TPFS fulfilment system
Corporate Spend $7,500.00
Data Build and system testing
Partner Contract Terms
2.5% Processing fee: $1.40 per record
Early payment discount
Early payment discount Processing fee: $1.20 per record
Early Payment discount of 5% + $0.35 per record saving = $74,346.00 ($24,782 annually over 3 years)
Implementation Timings 20 weeks 19 weeks 18 weeks 17 weeks 16 weeks 15 weeks 14 weeks 13 weeks 12 weeks 11 weeks 10 weeks 9 weeks 8 weeks 7 weeks 6 weeks 5 weeks 4 weeks 3 weeks 2 weeks 1 week GO LIVE
Order confirmation signed/Artwork briefed Artwork Artwork Artwork approval from Club and NRL
14 21 25 05 12 Product Sampling commences 19 Product Sampling 26 Product Sampling 02 Product Sampling 09 Product Sampling 16 All product samples received & approved by Club 23 System build and data management 30 System build and data management 06 System build and data management 30 System build and data management 13 System build and data management 20 System build and data management 27 Finalising build and Ticketing approvals 11 3rd Party Stock to be received Product completed & barcoded, stock checked into warehouse 18 25 Final system checks & testing 01 First data file received
Jun Jun Jun Jul Jul Jul Jul Aug Aug Aug Aug Aug Sep Sep Sep Sep Sep Oct Oct Oct Nov
18 18 18 18 18 18 18 18 18 18 18 18 18 18 18 18 18 18 18 18 18