Challenge: The US National Soccer Team Players Association is composed of every athlete who has ever worn the USA jersey in international competition – including the great players from the recent 2002 World Cup in Korea and Japan. In order to better leverage their collective marketability, the Association chose to create a web site and begin a focused marketing effort. They needed a professional internet solution with a backend infrastructure that would allow it to handle huge volumes of content and frequent updates. A primary objective of the Association’s online effort is to support the US Soccer Community, through not only soccer news and personal information about themselves, but also the sharing of their accumulated soccer knowledge. A secondary objective, is to serve as a marketing platform for the Association’s constituent players.
Approach: The Players Association looked to RMG3 to service both its online and offline needs. RMG3 approached these challenges with its powerful proprietary Content Management Tool: 1Touch™, which allows for the easy publishing of a vast array of content types (text; photos; graphics, audio and video downloads; and statistical data) through a user-friendly tool that generates immediate site updates. The Players Association chose to purchase 1touch.rmg3.com from RMG3 in order to launch its site with a minimum established level of traffic and a significant number of registered soccer enthusiasts. In order to increase the frequency of the content updates, RMG3 also employs its Content Production Team to source, write, edit and publish multiple stories each day to the site. Finally, RMG3 enhanced the site with its User-interactive Features, such as Fun Zone games, screensavers, desktop wallpapers, photo galleries, polls, message boards, newsletters, surveys, and occasional audio broadcasts.
To create revenue opportunities, RMG3 brought the Players Association together with Soccer Vault to generate revenue from online soccer product sales, and with Amazon.com to generate revenue from online soccer book and video sales. But, more importantly, RMG3 embarked on an effort to bring the Players Association to the attention of dozens of national companies who might be interested in their assets, which include not only online promotion, but also player appearances and the use of player images and endorsements.
Result: ussoccerplayers.com has a user-friendly, easily navigable, professional design, with new information and activities for visitors every day. Its secure back-end handles a significant volume of content and data, and ussoccerplayers.com maintains internetsoccer.com’s place as the most popular independent soccer news web site while also fulfilling its objective as an online resource for the US Soccer Community through its “Resource Center.” RMG3’s marketing efforts have resulted in companies, such as EA Sports, joining with ussoccerplayers.com in mutually beneficial partnerships.
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