Case Study

Dream Big

Sprung Performance Arenas

Sprung prides itself on being an innovative and cost-effective building alternative to conventional construction. But in certain markets, Sprung just wasn't on the radar. So we developed an integrated marketing campaign that increased awareness in the sports arena market.

www.sprungarenas.com

The Challenge

The challenge centered around changing the public's perception of Sprung structures as non-permanent and not suitable, as well as increasing their visibility in the sports and recreation market.

The Strategy

Soul created an integrated marketing plan that specifically targeted Sprung's intended audience in the sports arena market, bringing their message straight to potential customers. Our strategy included a variety of marketing tools, from traditional collateral materials to the latest in technological support.

The Solution

• Microsite design and development
• SEO and online marketing
• Video production and editing
• Supporting print collateral material
• Email campaigns
• Contest creation and promotion
• Tradeshow materials
• Public relations strategy

The Results

Since launch, the site has received consistent unique visitors, with pre and post-trade show email campaigns resulting in triple the industry average of response. In fact, we have delivered $300 million in sales leads directly from the website. These strong inquires have come from provinces throughout the country, as well as a number of US states — well beyond Sprung's original geographic target of Alberta, BC, & Saskatchewan.

A powerful result of the Arenas campaign was Hockey Canada's endorsement. The quality of the Sprung product and the internal sales team efforts, in our opinion, must take the credit here. However, Sprung was clear in acknowledging that the professionalism of the website and the collection of support materials, were critical to the recognition that it had a winning solution ready for delivery.