VERIFIED CUSTOMER STORY
Adelaide Football Club
How the Adelaide Crows launched a new CRM in time for a new season, at a new venue
KEY OUTCOMES
Tight deadline
Live before the new season, at a new venue
Higher
Conversion of members and corporate sponsors
Single view
Of every stakeholder, replacing manual systems
CLIENT SNAPSHOT
ORGANIZATION
Adelaide Football Club
Adelaide, Australia
INDUSTRY
Football
PLATFORM
Microsoft Dynamics 365
Secure Pay
RELATED SOLUTION
Premium Hospitality
MORE CASE STUDIES
The challenge
With a move to a new venue on the horizon, Adelaide needed a new CRM solution in place before the start of the following season — a short timeframe with no room for delay. The solution had to remove existing manual processes and disparate systems, replace them with a single view of every stakeholder, and be extendable as the business kept evolving.
Following an exhaustive selection process, EngageRM was identified as the most comprehensive and extendable solution available, built on the Microsoft Dynamics CRM platform and its sales, marketing and customer service functionality.
What EngageRM did
Working from a familiar Microsoft Outlook environment, Adelaide's staff manage client interactions, sales and communications while drawing on the platform's workflow and reporting engines for automation and analysis — giving the club a genuinely potent business tool built around a single view of every stakeholder.
KEY CAPABILITIES ACTIVATED
- Corporate sales across game-day functions, club events, signage and player sponsorship, with Securepay payments and revisable sales orders
- Talent management tracking player appearances, image use and other activity, reporting directly to the AFL's required templates
- Multi-year sponsorship entitlement profiling and management
- End-to-end events management with automated seating allocation via PerfectTablePlan
- A corporate web portal for clients to purchase assets and update guest details directly
- Reporting via saved views and standard EngageRM reports, exportable to Excel for deeper analysis
The outcome
Managing every business process from one system has let Adelaide take control of its operations in a way that wasn't possible before, moving forward in a transparent, streamlined way towards higher conversion of memberships and corporate sponsors.
With these core elements in place, the Crows are now looking to extend that single view of stakeholder data further, integrating additional third-party solutions to bring more of the business into the same connected view.
The ability to manage business processes from one system has enabled us to take control of internal processes and move forward in a transparent and streamlined way towards achieving higher conversion rates of members and corporate sponsors.
AFL Club