England Lacrosse transforms member engagement and commercial value

England Lacrosse is the national governing body for lacrosse in England. The sport is managed through the Men’s and Women’s Playing Committees. In 1996, under the guidance of Sport England, the ELU and the All England Women’s Lacrosse Association joined to form a single national governing body, the English Lacrosse Association (ELA). The current constitution of the ELA came into effect in 1997.

In the ever-evolving landscape of National Governing Bodies (NGBs) in sports, the need for a more commercial mindset has become imperative. England Lacrosse faced this challenge head-on, driven by Sport England’s directive to maximise commercial potential.

Maximise commercial potential through marketing automation technology

Fuelled by a desire to extract more value from their marketing and membership services, England Lacrosse embarked on a journey to leverage marketing automation technology to achieve optimal results.

The catalyst for change was not just the commercial nudge; it was a realisation that their data, marketing platforms, and communication strategies needed a substantial upgrade to better meet the needs of their membership by offering tailored, personalised campaign content.

Challenges faced by England Lacrosse

Limited value from membership data

England Lacrosse recognised the untapped potential within their membership data. However, the existing technology was serving primarily as England Lacrosse’s CRM tool rather than a comprehensive Customer Data and Marketing Automation platform that could deliver personalised multichannel
campaigns with ease.

Data silos and integration

Data silos were a clear barrier, preventing a unified Single Customer View (SCV) of their members. This fragmentation hindered England Lacrosse’s ability to extract commercial value from its members. A Single Customer View, bringing disparate data sources together, was essential.

Communication gaps

Improving the relevancy of their communications with members posed a significant challenge to their campaigns. There was minimal personalisation, limiting the effectiveness of their messages and missing opportunities for engagement. This also had a knock-on effect, leading to missed opportunities to generate commercial value from partners and sponsors.

Finding a supplier that offers more

In their quest for a UK-based Customer Data Platform (CDP) and Marketing Automation Platform (MAP), England Lacrosse discovered Spotler as the perfect partner

Spotler’s recognition of GDPR compliance and suitability for small businesses aligned seamlessly with England Lacrosse’s requirements.

Spotler and England Lacrosse form an ideal partnership as both entities place significant emphasis on people and relationships. England Lacrosse’s commitment to fostering strong connections with its members aligns effortlessly with Spotler’s philosophy of personalised service. The human touch is a shared value, evident in both organisations’ dedication to
maintaining strong relationships.

Impactful changes that will now be implemented

By unlocking the commercial value of its membership data, Spotler enabled a comprehensive understanding of England Lacrosse’s membership data and helped unite its data silos into a Single Customer View (SCV), unlocking its commercial potential.

Personalised communications

Spotler’s industry-leading marketing automation and campaign functionality will empower England Lacrosse to send highly personalised communications, fostering deeper engagement with their members. This will both improve member satisfaction and open avenues for targeted marketing and sponsorship.

Streamlining communication processes

Spotler’s platform will significantly improve the efficiency and increase the campaign output for England Lacrosse’s marketing team. No longer fighting against the tech, the ease of use of Spotler’s email builder tool and automated workflow campaign management will increase productivity, alleviate stress, and enhance the team’s sense of success.