Tortoise & Hare partnered with the NRL, its stakeholders and its broad participant base to build a customer loyalty and engagement strategy focused on driving future business growth for the game through its grassroots supporter base.
Creating lifelong fans of rugby league.
Strengthen grassroots customer engagement and drive long term customer loyalty to both the NRL and the Clubs.
To be the most entertaining, most engaging and most respected sport in Australia is no small vision. But the NRL are focused on reaching their mission of bringing rugby league fans together and enriching their everyday lives in innovative and engaging ways.
2019 - 2020
This project began with a discovery phase, focused on understanding:
Following this, a design phase identified a series of potential proposition territories to explore. These were developed based on best-in-class loyalty program tactics and collaborative workshops to feed into the proposed designs. Participant research was then undertaken to validate the approach.
A quantitative survey was delivered to the entire grassroots membership base to obtain feedback and insight on:
Follow up qualitative focus groups provided more colour on creative applications for how the enhanced proposition could be brought to life.
The final output of this project was a validated, enhanced loyalty proposition with a roadmap for rollout.
The strategy was presented to the internal NRL steering committee and endorsed for business implementation.