Scoring Big with OOH: New England Revolution's Winning Advertising Tactics
The New England Revolution is an American professional soccer club based in the Greater Boston area that competes in Major League Soccer (MLS), in the Eastern Conference of the league. While residing in a city like Boston that values their sports teams like no other, The New England Revolution has been maximizing their marketing efforts to grow their brand awareness and fan base.
The New England Revolution utilizes all types of OOH platforms, including Soofa Signs. They started their Soofa journey in 2020 with a digital and static campaign in Boston Seaport. Since then, they ran a similar campaign in 2022 promoting their team re-brand, and in 2023 they’ve renewed once again to expand their brand reach and drive traffic to their website.
We spoke to Justin Rogers, Director of Marketing and Digital Advertising for the New England Revolution to learn what OOH platforms helps them build brand awareness, and why they continue to use Soofa Signs.
New England Revolution’s 2023 Campaign in Boston Seaport
An Impactful Marketing Approach
To help the New England Revolution stand out, Justin Rogers said that, “We try to be in as many places as we can. We've done some digital billboards in a lot of different places. We've also done some partial bus wraps, and ads in South Station. We try to keep an open mind for what other things we can do for OOH marketing.”
Rogers emphasized the value of their marketing by stating, “It’s important for us to stand out considering how young we are. We're number five in the Boston sports market along with other established brands. Sometimes it’s tough when you’re next to brands that are setting league records and getting a lot of attention. So we need to do whatever we can to stand out and get people to talk about us.”
New England Revolution on Soofa Signs
When Rogers joined the Revolution in 2021, he started researching the team’s past relationship with Soofa. “I was exploring the existing relationship with Soofa, just to see what had been done, he said. “Then, as I started to dig a little bit deeper, I realized we had potential to do more.”
When asked about why the Revolution returned to Soofa for another campaign this year, he said, “The number of locations you have Soofa Signs and how increased foot traffic lines up with our summer season was appealing to us. Also, Soofa Signs just look very unique. They're eye-catching even from a half mile away.”
New England Revolution’s Digital Ad 2023
He continued by saying that, “Soofa Signs are in specific neighborhoods we target during our season. With Boston having a lot of sports fans and even some soccer fans, it’s important for us to take advantage of that and increase exposure for our brand.”
While reflecting on their 2022 campaign with Soofa, Rogers said, “When we were stepping into a rebrand, we needed to really stand out and have an eye-catching campaign. That's when Soofa came into focus for us. We thought, not only is this a good opportunity for our brand, it’s a way for us to expand on our marketing efforts in digital OOH.”
Measuring Success
As a result of their increased marketing efforts in 2022, Rogers stated that it, “led to one of the best years we’ve seen for engagement, specifically on our website. Our website numbers and visits went through the roof. There's a multitude of reasons for that, but Soofa Signs were a big part of that success.”
In terms of how they measure success and ROI with their OOH campaigns, Rogers said that, “We first check what the overall impressions will be, given where the ad is located. We also make sure to incorporate and measure digital components. That's why our ads work in multiple ways with Soofa Signs. We often incorporate a QR code because we're able to measure website traffic. That’s been helpful because people can scan it, and it’s an easy way to get people talking about us. So from an out-of-home perspective, what we can do with Soofa Signs is great. We've gotten a lot of good feedback on our campaigns so far.”
New England Revolution’s 2022 Campaign
When asked how he describes Soofa to others, Rogers stated, “Not only are Soofa Signs a unique out-of-home product that generates impressions from people driving or walking past it, they'll see your digital ads when they’re looking at it for other reasons. If you're searching for something that's really going to get people talking about your brand, Soofa is a media vendor you may want to stop and take a look at.”
Interested in trying out multiple OOH platforms like New England Revolution? Book Now with Soofa or email hi@soofadigital.com to learn more.
Written by: Ally Peters
Ally is a Content Marketing Specialist at Soofa and spends her days researching and reporting on current trends in smart city infrastructure and OOH media.