Driving Engagement - January 2021

The Marketing and Communications Team provide an update as to the continued engagement and growth seen across the Leicestershire County Cricket Club fan and supporter base.

The Foxes Family is growing!

As the pandemic continues and people are encouraged to stay at home as much as possible, engaging with our fans and members digitally has never been more important.

Our engagement is driven through the Club’s official website and social channels to continue to communicate and update our fans and Members.

As the Marketing and Communications team, we aim to either engage, excite or inform fans as to activities happening at the Club, across the five key pillars; Cricket, Commercial, Community, Company and Cash.

The Club’s social channels have increased year-on-year. The 2018 figures compared to 2019 figures saw total followers increase by 16% which was a record year for growth in a single year.

However, in 2020, followers across our official channels increased by an incredible 34% with the most significant increases coming from our Facebook, LinkedIn and Instagram accounts. We also reached 120,000 YouTube views across the 2020 season through the live stream footage from matches.

Further, we have seen a 5% increase of fans subscribing to receive email newsletters from the Club. This is a key area of focus to provide personalised and tailored news directly to our Members’ inbox.

Our total followers had reached 246,000 by the end of the 2020 calendar year, but we’re not stopping there!

The growth in 2021 so far has been a welcome extension of the growth seen in 2020.

Since the turn of the year, the Club have been focussing not only on growing the followers across its platforms, but also increasing the engagement through more interactive, engaging content that Leicestershire CCC and cricket fans alike want to see.

As a result, the Club’s Instagram account has seen an unprecedented amount of growth and interaction as it approaches its 27,000th follower as well as its 1 millionth view on one of its Reels – the first time that achievement will have been reached in the Club’s history.

Furthermore, across all its social channels, the Club has received over 2.8million impressions with its content and has increased it’s following by over 20,000.

Marketing Manager Chloe Dunn said: “The results we’ve seen from 2020 have been fantastic and these trends have continued into January 2021 as well. As a team, we’re always looking to implement new campaigns and content pieces into our marketing and communications plan based upon what our fans and Members want to see from the club.”

Marketing and Communications Executive Scott Rowland said: “2020 was an incredible year for social interaction despite the lack of cricket.

“The focus for 2021 is an extension of the work put in in 2020 and the figures we have seen so far have been incredible.

“A lot of credit goes to the players for providing us with this outstanding content, so hopefully a bit of success on the pitch in 2021 can be replicated off it.”

It has been a remarkable start to 2021 off the field, and we look to continue the growth and engagement throughout the LV=County Championship, Royal London Cup and Vitality Blast campaigns.

And if you have not already, make sure you follow us on Twitter, Facebook, Instagram, YouTube and LinkedIn for exclusive Leicestershire CCC content. We look forward to welcoming you to the #foxesfamily.