Creative Edge Marketing / Selected work
Green Bay Blizzard: finding the audience beyond football fans
The Green Bay Blizzard had a professional indoor football team, a home at the Resch Center and a familiar assumption: in Green Bay, football fans would be the natural audience. A campaign test uncovered another reason people wanted to come.
The challenge: make a limited budget work harder
The team was already running Google ads with moderate results. It wanted to explore Facebook and Instagram advertising while making careful decisions about where each marketing dollar should go.
The starting message centered on dedicated football fans. But an indoor football night and an NFL game are different experiences. Creative Edge helped the team examine what would motivate a local family to buy tickets.
The strategy: test the reason to attend
Through Growth Launcher, we tested traditional football messaging against a family-friendly angle. The second approach spoke to moms looking for enjoyable activities for their children, showing the game as a shared experience rather than assuming every buyer followed the sport.
Testing the two messages gave the team evidence it could use to make a decision about its campaign and wider brand positioning.
The result: a new direction for the brand
The family-focused ads outperformed the football-focused message. The Blizzard adopted family fun as a central part of its brand message, and total attendance increased significantly.
The result was a clearer picture of the people most interested in the experience and a more useful way to direct the team’s marketing budget.
What other businesses can take from this
Your product category does not tell you every reason someone might buy. A message test can reveal a valuable audience that a familiar assumption leaves out.
Growth Launcher connects audience research, video concepts, campaign production and launch so those questions can be tested in the market.
Client-reported results from this engagement. Individual campaign results vary.
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