Using ExactTarget's Interactive Marketing Hub and its SocialEngage and Email applications, the Trail Blazers centralized its interactive marketing campaigns, analytics and reporting, giving its marketing team new insights to offer more relevant promotions and improve real-time engagement with fans

1. CLIENT SUCCESS
ExactTarget SocialEngage™
Portland Trail Blazers
“
CHALLENGE:
On game night, thousands of Portland Trail Blazer fans cram into the Rose Garden arena
Before ExactTarget
to cheer for their favorite NBA players. Beyond the arena, an exponential number of fans SocialEngage, we were
take to social media to stay connected to their team. In the last year, the Blazers have less connected to what we
seen their Twitter following double to over 80,000 and have also reached over 386,000 were doing on social media.
fans on Facebook.
SocialEngage has allowed
The task of keeping this sizeable fan base informed, excited, and engaged falls on the more people to become
Portland Trail Blazers’ interactive marketing department. But without a formalized process
involved in our social media
or an efficient tool to coordinate messaging across multiple social platforms, they needed a
marketing and increased
”
way to communicate effectively with their fans while managing social media across several
internal teams. engagement online.
—CAITLIN VOLKMAN
SOLUTION:
Interactive Manager, Portland Trail Blazers
The Blazers found a clear winner in ExactTarget SocialEngage™. Now, they have a way to
easily communicate on Facebook and Twitter and get a pulse on their fans throughout the
season. It also gives them a tool for optimizing their sales and marketing efforts beyond
social media. “The assigning and scheduling features have been invaluable for us to make
sure nobody’s posting at the same day or time,” says Caitlin Volkman, Interactive Manager
for the Portland Trail Blazers. “Now, we even have the tools to track social media and take
it back to each department.”
By integrating ExactTarget’s email marketing tools with SocialEngage, the Blazers are also
able to view a real-time, intelligent dashboard, tracking all marketing and sales efforts
including their ticket “Deal of the Week.” This integration allows the Blazers to create,
target, and measure their “Deal of the Week” email and social promotions through one
comprehensive tool.
Because the Blazers find SocialEngage so easy to use, it allows more team members to
get involved in social media marketing. It also gives the Blazers a way to bring together their
communication, sales and service, and interactive marketing departments like never before.
RESULTS:
SocialEngage has helped the Blazers: The Blazers use
SocialEngage to
create, target,
• Increase email ticket sales through the “Deal of the Week” by 210% and measure
• Effectively engage 386,000+ Facebook fans and 80,000+ Twitter followers their “Deal of
the Week.”
• Collaborate across teams and departments
SocialEngage has given the Blazers the power to easily communicate, listen, and mobilize
a large fan base in real time. In the future, they plan on using SocialEngage as a sales and
Ready to
marketing tool for sponsors who want a measurable way to effectively reach and engage
Blazer fans.
“I’m a huge fan of ExactTarget because I’m very comfortable using the interface. When
people come to me about the application, I have confidence showing it to people and
learn more?
knowing they’ll have success using it as well,” says Volkman. www.ExactTarget.com/Social