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The Winning Edge

Having held senior positions both in-house and client-side Louise Dodds is able to work proactively in partnership with the in-house team, established agency partners and suppliers to accelerate marketing and event projects at pace.

Louise's comprehensive knowledge of the Sports Industry from the perspectives of the Brand, National Governing Body, Organising Committee, Rightsholder, Athlete Manager and the Grassroots, ensures she is uniquely placed to help her clients to make quick wins. She will advise on how to stand out whilst navigating cluttered markets, complex rights and governance considerations. Her strategic know-how and boundless creative energy helps clients to craft authentic and memorable ideas, which drive brand love and business value.

Fan Marketing
Brand Partnerships and Sponsorship
Commercial Operations and Fan Engagement
  • Event and athlete Sponsorship consultancy services  before, during and when renewing a sponsorship

  • Identify synergies and opportunities between properties to create authentic and memoreable partnerships and brand platforms

  • Bespoke asset creation

  • Ongoing partnership management and activation

  • Campaign and content development utilising athletes, sponsors,  the brand home and other assets

  • Analysis of membership data

  • Customer journey mapping

  • Fan engagement strategy planning to boost engagement and commercial revenue streams

  • Fan loyalty scheme creation and management

  • Design of marketing plan to drive ticket sales

  • Creation and management of fan events and zones, hospitality and experiences

  • Optimisation of e-commerce platform/ bars/ hospitality/ merchandise

  • Development and management of grassroots/ community programmes

Digital Strategy
  • Situation analysis - customer data, industry trends and key competitors

  • Evaluate existing digital channels and assets

  • Define the business opportunity 

  • Organise workshops/ ideation sessions

  • Set strategy, defining objectives and KPI's, create RACE framework

  • Build digital marketing plan  to increase acquisition, conversion and retention rates and improve the overall efficiency of the online business processes

  • Project management service

Creative event management
Event Management
  • Event (or part) project management service for events, brand experiences and third party sponsorship activations from conceptualization to planning, delivering and running an event safely. Sourcing and managing contractors, suppliers and delivery partners as required, in line with the scale of the event

  • Key services include
    • Concept development

    • Venue and event feasibility study

    • Permissions and licensing

    • Stakeholder and supplier management

    • Service level planning

    • Operational integration and event documentation

    • P&L budget management

    • Sports presentation

    • Spectator experience

    • Look and branding

    • Sponsor management

    • Programming and curation

    • Hospitality design and management

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