Industry Insights Hibernian FC - Greig Mailer

GREIG MAILER HIBERNIAN FC @greig23

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When I joined the club, my vision for the club was to win trophies, re-connect with the fans and use the power of football to tackle social inequalities.

Leeann Dempster, Chief Executive, Hibernian FC

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Football

Fans

Finance

Community

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Birth

Love

Life

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Misc 5%

Direct Mail 45%

Design 25%

Production 25%

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2014-2015 Stage 1 – Healing “Love Hibs”

CHALLENGES Rebuild trust • Rebuild relationship • Sell season tickets regardless of the football performance •

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“I can’t go back”

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www.youtube.com/watch?v=CNDN1JUCvqc

www.youtube.com/watch?v=QCYnmC1WYP0

LOVE HIBS

www.youtube.com/watch?v=pxDJkkMCDxA

www.youtube.com/watch?v=4UDH0RTAlYI

THE RESULTS Season ticket sales reached up

to 7,815

+9% year on year | improvement despite football performance

Kit sales up 94% Generated international social media coverage

2015-2016 Stage 2 – Commitment “Life With Hibs”

CHALLENGES Football performance • Cement the relationship • Continue to grow season ticket numbers • Create a more flexible campaign that can evolve and can survive, whatever happens on the field •

“I want to spend my life with you, Don't want to live all alone, I can't conceive of the years left to me, Without you in our home.�

THE BIG IDEA - LIFE WITH HIBS From Love Hibs to Live Hibs, we wanted to develop the narrative. Our core proposition was that your life would be better with Hibs in it. Like life, there will be ups and downs. Good times and bad.

But can you imagine life without Hibernian?

The creative materials needed to conjure up a scrapbook of memories and stir the emotions of our fans.

The closing call to action would be a simple challenging question - are you with us?

https://www.youtube.com/watch ?v=CDhi3h7DGAE

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THE RESULTS Season ticket sales reached 11,000 +46% year on year | +22% ahead of target | 2nd highest in club history

Season ticket income up 43% year on year Revenue of ÂŁ2.4 million | return on marketing spend of 250:1

Average attendances have reached 15,168 +63% year on year | highest since 1973

AVERAGE ATTENDANCES 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0

2017-2018 Stage 3 – Co-creation “Born a Hibee”

“Sometimes, something happens that changes your whole life.�

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CHALLENGES Capitalise on the success of 2016 • Develop the Scottish Cup story • Protect record sales •

“When that ball hit the net I cried. For my father who took me to the football – to those lost finals and all the other lost cupties.”

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It’s crazy. Falling... We don’t say ‘rising’ into love. There is in it the idea of the fall.

There is always a curious tie at some point between the fall and the creation.

Taking this ghastly risk is the condition of there being life.

”

Alan Watts, philosopher – on falling in love