1. Chelsea FC Membership

2. Introduction
Our relationship with our customers are a team effort – membership is about the fans, it’s about ticketing, it’s about CRM and it’s about the future prosperity of Chelsea FC.
A scheme that ticks all the boxes - membership should make (more) money but also serve as a tool to grow the fan base
Give the fans a choice. Offering something for everyone.
A membership scheme and a communications plan developed using market & fan research as well as analysis 2

3. Objectives Build better relationship with our fans
Listen to what fans want
Grow paid for membership from 60,000 to 97,000
125,000 e-members (both adults and Juniors)
Reduce costs & maximise revenue opportunity
Create a membership scheme that will be compatible with a future loyalty programme
*Based on figures supplied by CDM

4. UK Membership Comparison Year on Year
2006/2007 – 65,621
2005/2006 – 62,939
# Members
2007/2008 – 56,821
2004/ ,000
2003/ ,000
Lack of engagement with fans
In decline 30% churn each year
Research Says…
Month

5. Membership Satisfaction
Member Research
Membership Satisfaction
50,000 people researched
29% reflects churn
2005/2006
18%
38%
45%

6. 78% members would recommend friends/family with right incentive
Member Research
78% members would recommend friends/family with right incentive
97% members happy to renew if offering remains consistently high
69% Ticket access is still the key motivator (25% quoted loyalty to the club)
17% of lapsed members forgot to renew 6

7. Last Season Customer Hierarchy
Season Tickets
(25,000)
Members
(56,821)
Database
(200,000 marketable of a total of 670,000)
Monthly unique visitors to chelseafc.com
(1.4million global)
(659,400 UK users)

8. Customer Segmentation
Customer profiling has established unique customer segments or ‘clusters’ of very different groups of people who interact with CFC in different ways and have varying needs and motivations
These segments have helped shape our membership proposition
Customer profiling has established unique customer segments or ‘clusters’ of very different groups of people who interact with CFC is different ways and have varying needs and motivations – this analysis really backed up the findings of the research. For example, some people engage heavily with the brand but never buy tickets, others buy tickets to every match but don’t engage with us otherwise. Data analysis has quantified some. What people say they do and what they actually do is very different.
Not only did it help us define our actual product i.e. True Blue Xtra, but it can also help us ‘package’ up and sell various membership tiers, i.e. one key segment is gift purchasers, so we can tailor our comms to reflect a purchase for a friend or family and ‘ package’ the full True Blue box set as a gift.
An obvious example is the tone of voice we would use for a child member might be different to that of a ‘gentleman fan’.
We’ll continue to track response throughout the year.

9. Date of last interaction
Segmentation 1 2 3
Customer Spend
£1,000 4 5
£250 6 7
Needed to get to know our customers better and speak to them as individuals based on more than just one product they’ve bought 8 9 £0
2006/2007 Season
2007/2008 Season
Date of last interaction

10. Communication strategy
Segment
Characteristics
1. Man of the Match
Highest consumer spend and match attendance
2. Vice Captains
High consumer spend, high match attendance
3. Out with Injury
High consumer spend and match attendance – last season only
4. Flag Flyers
Medium spend, high match attendance, heavy brand engagement
5. Gentleman Fan
Medium spend, high match attendance, low brand engagement
6. Out of Favour
Medium consumer spend and match attendance – last season only

11. Communication strategy
Segment
Characteristics
7. New Signings
Low consumer spend and match attendance
8. Fan Family
Non match attendance but engage with the brand
9. Gifters
Merchandise purchasers
10. Fans for Life
Children
11. Members with Children
Non member children
12. International Match Players
International consumers that attend matches
13. International Brand Players
International consumers that don’t attend matches

12. Customer Insight Driven Product DevelopmentLe 12

13. Free e-membership – Why?
We have 261,000 International Brand Interactors (don’t buy tickets but do engage in another way e.g website, kitbag)
Being ‘part’ of something second most sited reason for being a member
We have 113,000 UK Brand Interactors
Most of the competition currently have free online offering (with registration)
Challenging data targets
53% members & 84% supporters would like free online membership*
63.8% population has internet access**
From % increase in broadband (UK population)***
We have 1.4 unique visitors to the web-site a month and we don’t know who they are.
Source: *Chelsea Research Conducted
**Neilsen/NR ***National Statistics

14. Target 100k new/additional contacts
Free e-membership
Objectives:
- Data Generation (with future revenue generation)
More contactable info
- Build the foundation for future loyalty scheme
- Upsell paid for membership and cross-sell other CFC products
Target 100k new/additional contacts

15. Free e-membership Promotion Consistently promoted throughout season.
Across CFC media & ChelseaFC.com homepage
Registration
Give people reason to register by clearly explain benefits of joining
Easy to join & simple data capture
Further data capture opportunities
Website sticky content
Quality e-offering
Relevant (updated) content = customers returning
E-comms
Communicate relevant & timely communications
Cross sell & up sell paid for membership
(This activity will commence 1 month from the new website launch)

16. Free Junior e- membership - why?
18,000 5 to 15 year old brand interactors
62% of our under-18 members would consider an e-members scheme
63% of Children have access to the internet*
Boys (U16) spend 1.9 hours a day on the internet, girls 2.1 hours a day
72% of all children U16 have visited a social networking site, and over half of them have set up their own profile. Children as young as eight are now signing up.
*Ofcom research

17. Free Junior e-membership – ‘Building fans for the future’
Objectives:
To grow the number of Chelsea junior supporters on the database
To upsell Chelsea junior ‘paid for’ membership scheme
Grow long term support and life time value
Attract sponsor
Capture fans at a critical age
Target 25,000

19. £10 Junior Membership – Why
Supports the CFC Junior strategy – maintain and obtain
Obtains good PR for the club
An increase in price for 07/08 has seen a drop off in membership
Competition – some clubs attract Juniors by either having a free scheme (Man City) or a low-cost Junior option (Newcastle)

20. £10 True Blue Junior membership
Objectives
Grow long term support and life time value
Capture fans at a critical age
Grow Database
Target 25,000

21. £10 Junior True Blue Membership
Pack
Welcome booklet
Wall chart
Certificate
DVD
Poster
Voucher booklet – kids offers
Above collated in a container & mailed in box (October) TBA
Plus
TeamCard
Birthday and Christmas cards
‘Bridge Kids’ bi-annual magazine
‘Bridge Kids’ weekly
Free kids membership online access 21

22. Adult True Blue – more flexibility
Type
Cost
Rational
Ticket Only (50k)
£25
In a recent survey 69% of members said tickets were key motivator for joining membership
6655 ‘gentleman’ fans – buy tickets but never buy product
Ticket & magazine (10k)
£32
86% of members prefer the hardcopy of the Chelsea magazine
Ticket & pack & magazine (5k)
£42
93% are satisfied with the current membership
108,000 ‘gifters’
Flag Flyers
Ticket & pack & online magazine (overseas only) (5k)
Our overseas members complained about the current price of True Blue membership (£90)
261,000 International fans engaging but priced out

23. New Season Customer Hieracrchy
Premium
Season
Tickets
True Blue
(Tiered)
70k Adults (TBC)
Up sell
E-Membership
100k (TBC)
FREE
Database
200k Marketable of total of 670,000
1.4 million unique visits to website
(659,400 UK users)

24. Targeted Marketing and Communications24

25. Targeting
Our customer segments have helped shape our retention, acquisition and member communications.
Communications strategy has been developed to ensure content of message, tone of voice, time a frequency of communication will be tailored to each segment.
Ongoing analysis & evaluation will continue to feedback into the planning process and revise the contact strategy.
Customer profiling has established unique customer segments or ‘clusters’ of very different groups of people who interact with CFC is different ways and have varying needs and motivations – this analysis really backed up the findings of the research. For example, some people engage heavily with the brand but never buy tickets, others buy tickets to every match but don’t engage with us otherwise. Data analysis has quantified some. What people say they do and what they actually do is very different.
Not only did it help us define our actual product i.e. True Blue Xtra, but it can also help us ‘package’ up and sell various membership tiers, i.e. one key segment is gift purchasers, so we can tailor our comms to reflect a purchase for a friend or family and ‘ package’ the full True Blue box set as a gift.
An obvious example is the tone of voice we would use for a child member might be different to that of a ‘gentleman fan’.
We’ll continue to track response throughout the year.

26. Communication strategy
Segment
Characteristics
How
What
1. Man of the Match
Highest consumer spend and match attendance
Retention - personalised invitation letter
Premium – art, special signatures, speaking events / dinners. Box appearances by players
2. Vice Captains
High consumer spend, high match attendance
Retention – second target for Xtra – direct mail
Premium – art, shirts and books. Booking dinners and having boxes.
3. Out with Injury
High consumer spend and match attendance – last season only
Telemarketing as will not normally respond to letters
True Blue – choice Special prices on tickets
4. Flag Flyers
Medium spend, high match attendance, heavy brand engagement
Retention - high value Direct mail and magazine,
True Blue – ticket, pack and magazine
5. Gentleman Fan
Medium spend, high match attendance, low brand engagement
Retention - high value Direct mail
True Blue - ticket only
Championship and FA Cup tickets
6. Out of Favour
Medium consumer spend and match attendance – last season only
Research and retain - ‘reason to believe’
True Blue – choice Special prices on tickets – food concessions

27. Communication strategy
Segment
Characteristics
How
What?
7. New Signings
Low consumer spend and match attendance
, member of website, newsletters
Staged - True Blue and eMemership,
8. Fan Family
Non match attendance but engage with the brand
–newsletter and offers
Family concessions, merchandise, magazine
9. Gifters
Merchandise purchasers
Acquisition of friend or family – to gifter
True Blue – ticket, pack and magazine
10. Fans for Life
Children
Through childrens area on main website with games and videos.
£10 Childrens tickets, website games, merchanise
11. Members with Children
Non member children
to parents about signing up to childrens website
£10 Childrens tickets
Merchandise
12. International Match Players
International consumers that attend matches
, newsletters , online chats with players at certain times
True Blue – ticket, pack and online magazine
Merchandise, signed art
13. International Brand Players
International consumers that don’t attend matches
, newsletters, website forums.
eMembership

28. Results So Far 28

29. Results

30. Results

31. Thanks for listening!