Digital Marketing Specialist Jessica Slate Creates Reasons For Retention & Engagement Through Her Content

1Tell us about your role as Digital Marketing Specialist for the Connecticut Sun & New England Black Wolves. What does a typical day look like for you?

My day typically consists of scheduling social media, editing graphics, monitoring analytics, creating forms and emails for Members if necessary and creating an overall calendar for digital marketing.

In addition, I coordinate with public relations, community relations, sales and our VP to incorporate their ideas and requests.

2In your role, you balance two teams: the Connecticut Sun and the New England Black Wolves. Are there any differences between the two markets? How does your approach to digital marketing vary between the two?

In general, the markets are the same but lacrosse and women’s basketball content is very different. A lot of my inspiration for the Black Wolves comes from other lacrosse teams and hockey teams.

As for the Sun, I look to the NBA and NCAA for inspiration. So, taking those markets into consideration, as well as Connecticut and overall New England markets, I try to meet the interests of all of those sub-groups to create an overall identity for each team that is independent to themselves.

3In creating brand identity, establishing a consistent voice is key. What is your approach to developing a consistent voice across all platforms and through different team members?

I am typically the only one creating the copy so that makes it easy to streamline the voice, but luckily I work with a great team across the different departments.

Since I am the newest to the team, they look out for my scheduled copy to double-check that it is maintaining the voice previously established.

I personally try to incorporate the voice of the players on their social media so that our accounts reflect them as accurately as possible.

4Analytics are certainly on the rise in sports and can be a huge asset to determining success within digital marketing campaigns. What does ‘success’ look like in digital marketing? How do you set-up, track and analyze if a campaign was a success?

I track analytics both weekly and monthly and then do an annual report compiling it.

When I look at analytics, I am looking for overall impact. Important metrics to me are reach, impressions and then what those numbers look like per post.

The ultimate goal is to spread the two brands to as many people as possible, and then from there, create reasons for retention and engagement.