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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

Loyalty Program

E card functionality

TPF Sports Fulfilment system

Live stock reporting

Fulfilment Helpdesk

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 the 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


On-Demand Product

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)

Benefits:

Benefits:

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

_

_

Baby Certificate

4

_

_

1,812

1,538

19,732.54

330

305

2,217.35

57

53

284.61

Letter

2,720

2,051

492.24

Member Card

5,761

4,024

1,770.56

10,688.00

3,947

22,726.74

Pet Pack

Total

Reduce overall program spend Minimise stock risk Introduce new, small categories

Left Over Value

4

Toddler Pack

Opportunity

Estimated Left Over Stock

Baby Door Sign Junior Pack

Challenge

Stock Remaining

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

Junior Pack

$80,829.00

Cap

$10,150.00

Toddler Pack

$6,034.10

Cape Flag

$5,375.00

Pet Pack

$1,879.50

Coin

$24,157.00

Letter

$1,468.00

Cooler Bag

$28,000.00

Card

$13,530.00

Gold Pack

$16,940.00

Baby Door Sign

$1,729.00

Loylaty Key Ring

$7,470.00

Baby Certificate

$276.50

Lanyard

$13,795.00

Loyalty Certificate

$4,123.80

Total

$154,802.95

2018 season up front payment Nov

$250,641.70

2019 season upfront payment Nov

$140,771.00

Reduced upfront payment:

$108,870.70

$117,741.50

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.

It’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

And nearly

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 – 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.

? What

Integrating the digital world into the real world delivery of pack experience

? How

Scan member pack on arrival of pack with a smart phone to view a welcome video message

? Why

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


Augmented Reality:

Match Day & Community Engagement Augmented reality can be used to enhance fan interaction with your Club.

? What

Integrating the digital world into the members Gameday experience

? How

Scan post card with a smart phone to be taken to an AR experience on Matchday

? Why

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.

30,000 15%

Hawk

a

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? What

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

? Why

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new paid junior members.

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? How

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who renewed the following year as a paid junior member

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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 there’s a ticket inside

? Why

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


FLYER

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?

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.

? Why

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

www.rabbitohs.com.au


Match Day Attendance Drive: Loyalty Program

? ? What How

GAMES 0 2

GAMES 0 5 EM

M

EM

1 0 BER 2

1 0 BER 2

9

Rewarding members for game attendance will directly correlate to increased match attendance numbers throughout the season

M

? Why

Thank you for attending all 2018 home games! #GO RABBITOHS

9

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

? Why

Members receive their basic pack entitlements in the mail along with their membership card and a ‘Bobble Head’ collection voucher which they can only redeem by attending a home and away home game


Program Delivery 7 - 10

DAYS

TPFS Dispatch Timeframes:

Home Delivered

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

Pre-Xmas Records

21,255 27,587 48,842

Files Dispatched

Data processed

Approval of data

Receipt of data


TPF Sports Mail Savings Standard Core Pack

Weight

Mail TPF

Local Mail

QTY Sent 2017/18 QTY Sent 2017

Saving over 2017

Core Pack , Cap, Travel Mug

334

$4.80

$7.60

10,288

$28,806.40

Core Pack, Cap

250

$3.95

$7.60

12,473

$45,416.95

748

$8.50

$15.00

3,675

$23,887.50

960

$10.70

$15.00

2,124

$9,133.20

Junior Pack, Cap Junior Pack, Cap, Beach Ball

$107,244.04 $299,566.25 Standard Core Pack

Weight

Mail TPF

Local Mail

QTY Sent 2017/18 QTY Sent 2018

Saving over 2018

Adult Pack , Cap, Lanyard

208

$3.90

$7.60

11,844

$43,822.80

Adult Pack , Cap, Cooler Bag

346

$4.80

$7.60

9,707

$27,179.60

544

$6.95

$15.00

2,651

$21,340.55

573

$7.20

$15.00

1,883

$14,687.40

Junior Pack, Lanyard, Cap Junior Pack, Cap, Cape

$107,030.35

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

E card


Partner Contract Terms

2

year contract

2.5% Processing fee: $1.40 per record

Early payment discount

3

year contract

5%

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)


THANK YOU!


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

Rabbitohs 2019 presentation 18 april  
Rabbitohs 2019 presentation 18 april  
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