RodeoResults is an App for the western lifestyle sport of rodeo that is designed to deliver live scores to paid subscribers. Six weeks prior to the App’s launch at the Texas High School Rodeo Finals, the RodeoResults team sought a technology partner to redefine the App roadmap and lead the redesign with an offshore development team and software integration with third party vendors. RodeoResults also sought a partner to design and execute a marketing strategy that targeted both the consumer, the end-user who receives the scores, and professional audience, who pushes the scores to RodeoResults.
Acktivate developed a launch plan to drive nationwide users to the RodeoResults App to monitor the scoring of multiple rodeo shows. To execute the plan, Acktivate had less than six weeks to shift how the App scoring functioned by transitioning from less reliable end-users uploading scores to rodeo producers live feeding the scores. In addition to the code changes, the entire User Interface of the admin portal was redesigned and Acktivate worked with the offshore development team to move from a buy once model to build a recurring annual subscription module for ongoing sales.
To better educate the target audience on how to use and install the App, Acktivate created a mobile-first custom designed WordPress website that served as a Customer Service portal for RodeoResults to field support calls and emails. Acktivate implemented a ZenDesk-fueled “Helpdesk Solution” that allowed users to submit tickets from the App or website and a comprehensive “How To Install/Support” section of the website to decrease the number of support calls and emails.
With the App launch six weeks away, Acktivate developed the brand’s look and feel which was brought to life in the form of the RodeoResults Facebook Fan Page, booth materials (banner, flyers, fan giveaway and cowbell giveaway), t-shirts, patches (a prized possession of rodeo athletes), and wallet card for mobile phone holders.
With audience generation and retention at the forefront of the strategy, Acktivate developed and designed an email program using Campaign Monitor that drove rodeo participants to utilize and subscribe to the App.