The Client
The Atlanta Falcons is a professional American football team based in Atlanta. The Falcons compete in the National Football League (NFL) as a member club of the league’s National Football Conference (NFC) South division.
The Challenge
Faced with declining attendance levels at the stadium, Atlanta Falcons sought Strativity’s help to map the holistic Atlanta Falcons fan journey; build a foundational understanding of the fan experience for Falcons Seat Ticket Members (STM) and Personal Seat License (PSL) holders; and develop an initial set of recommendations to make high value fans feel more valued and appreciated.
The Approach
Strativity’s consulting team redesigned the fan experience leveraging existing information on the fan journey; Voice of Fan data; internal STM survey findings; outputs from fan interviews across Falcons Seat Ticket Members (STM) and Personal Seat License (PSL) holders.
The Results
Strativity’s work helped refocus the organisation away from immediate sales and gameday, towards long term relationships. A clear, overarching fan experience strategy and experience definition was developed; PSL and Suite/Loge owner confusion was resolved; long term value (beyond gameday activities and a few Falcons special events) was enhanced; a fan experience communication plan was established; a fan experience measurement program (to help quantify what excellence looks like) was established; a governance model (to ensure business decisions take into account the fan voice) was implemented; and a tool kit (specifically for all first line employees (to demonstrate how to create and communicate value across all touchpoints throughout the year) was launched.
