CPL -June 5th

Team Growth and Vibe

  • The team is expanding after taking over OneSoccer.
  • New hires include a broadcast media buyer/broker, with graphic designer and social media roles coming soon.

Housekeeping

  • Confirming availability for a call at 3:00 PM.

Marketing Performance and Adjustments

  • Removal of constrictive CPM caps to balance audience growth and financial metrics.
  • CPMs are at 2¢, indicating effective algorithmic learning on platforms.
  • Weekly budget: 7,500.
  • Reach: Over 700k to date.
  • Impressions: 1,400,000 to date.
  • Cost per click (CPC): 72¢.
  • Click-through rate (CTR): Double digits.
  • Budgets are lower this month and may be affected by match date changes.
  • Iterative adjustments are being made to marketing strategies.

Audience Expansion and Data

  • Focus on creating different prospecting audiences based on core audience personas.
  • Leveraging first-party data and lookalike audiences.
  • Retargeting strategies are in place.
  • Revisiting presentation data from last season to run split tests on audience personas to find the core audience.

Creative Refresh

  • New creative designs are being tested.
  • Comparing performance of new designs (first two weeks of June) against previous designs (last two weeks of May) adjusting for budget differences.

Platform Robustness and Overengineering

  • Balancing platform capabilities with avoiding over-engineering marketing campaigns.
  • Applying learnings from April and May to current campaigns with reduced budgets.

Feedback Loop on Broadcast Numbers

  • Requesting feedback on broadcast numbers (even simple indicators like "green, yellow, red" for performance).
  • Currently relying on vanity KPIs due to lack of broadcast data.
  • Efforts to obtain broadcast data are ongoing (George or Florence reaching out to Mark).

Local Supporter Engagement

  • Strong local support for York United in Toronto.
  • Supporters gathered at Dog and Bear and Saint John's Tavern to watch games.
  • Dog and Bear located at Queen And Dover Court.
    Saint John's Tavern also streams football

Goal of the Month Campaign

  • Currently running on Meta.
  • Addressing issues with the X account (card removed, profile photo change affecting promotion).
  • Planned $300 spend on X over the next two days.
  • Streamlining billing details.

Results

  • Over $390 spent so far.
  • Audience reach: 64,000.
  • Impressions: 89,000+.
  • CPM slightly higher on promoted posts due to less cost control.
Entries
  • 108 people started the entry process, with 56 entries submitted (down from 64 in the first month).
  • Hoping for a boost from the X promotion.
  • X has historically shown good conversion performance, even driving ticket sales.

Creative Folders for Next Week’s Matches

  • Request for creative folders for upcoming matches.
  • Match dates for the end of the month are still to be confirmed.

Budget Reallocation and Expansion to Threads

  • A 10% budget reallocation from Ontario to BC and Alberta.
  • Expansion to Threads has been activated.

Team Event and Game Attendance

  • Planning a team event to attend a match.
  • Potential attendance at Canada vs. Ukraine (Shield) at VMO field or Canada vs. Cote D'Ivoire on Tuesday, June 10 at 08:30.
  • Need to confirm interest in attending by 4PM.
  • Road trips are popular.
  • Discussion of beverage preferences (White Claw alternatives).