Opportunity

When Fenway Sports Management (FSM), the sales and marketing arm of Fenway Sports Group (FSG) was looking to expand its reach outside the U.S. and build awareness among global marketing decision-makers, the agency turned to Elevate, its long-term public relations agency of record, to develop an integrated, yet turnkey Content PR and Social Media Marketing strategy.

Approach

Operating within an incredibly crowded market, it was essential to showcase how FSM’s role as a sister-company to a family of sports and entertainment properties that includes some of the most prominent names in the game including the Boston Red Sox, Liverpool Football Club, NESN, and Roush Fenway Racing, differentiated it from its well-funded and widely known competitors. Elevate’s strategy centered on building a self-sustaining content PR engine that leveraged the combined news value and appeal of FSG properties and the intellectual capital of its executives to deliver inspired new thinking on the rapidly evolving sports and entertainment marketing landscape directly to key stakeholders.

Our social media marketing strategy and approach featured LinkedIn as a content hub to disseminate and promote a steady stream of cutting-edge news, industry developments, innovative approaches and invaluable insights and perspectives designed to reach and engage marketing decision-makers at Fortune 1,000 companies and leveraged Twitter as a content amplifier.

Results

Elevate built FSM’s LinkedIn page from the ground up, turning it into a sports and entertainment marketing hub that quickly became the top referral source for the agency’s website and a key lead generator.

Since launching FSM’s LinkedIn in 2014, the page has shown exponential growth across all key performance indicators and social metrics including a staggering 400% increase in following from 4,700 to more than 23,500 and has delivered over 10 million impressions to date.