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May 13, 2020

Responsible and Smart Marketing During the COVID-19 Pandemic

How do we work to regain the trust of our fans attending events with unique messaging tailored towards different audience segments?

In addition to steps taken to ensure safety at our events, be it social distancing, sanitation stations, or face masks, brand messaging can either make or break your relationship with your customers. It is crucial to keep customers informed and engaged with content and leverage messaging, which is sensitive to the times. When evaluating digital marketing strategies this summer, consider a two-phased approach.

Phase 1: Keeping Your Audiences Warm

  • Adjust your Marketing Timeline

    Virginia Tech Examples

  • Get Creative with Tone & Message
  • Warming Up Owned Media
  • Build Your Cookie Pools
  • Monitor High-Value Pages
  • Generate Leads
  • Lean into Video


Wisconsin and Virginia Tech both share great examples of leveraging video to deliver content and engage with their fanbase. Both videos consist of messaging, which quickly describes the current state mid-pandemic and builds the anticipation of getting back together again. Also, Virginia Tech uses a landing page that drives fans to purchase merchandise instead of tickets.


Now that audiences are more engaged with the content and interacting with media, it is time to take action and drive efficiencies. It is essential to maintain a steady retargeting and search audience size where marketers can deliver a more persuasive call-to-action and performance-driven messaging.

Wisconsin Examples


Phase 2: Take Action and Be Efficient

  • Lean into Data (CRM & 3rd Party)blog_vt-football-smartMktg-COVID-19 copy.jpg
  • Personalize Messages for Each Target Audience
  • Remarket to Engaged Audiences
  • Engage with Leads
  • Acquire New Customers
  • Use video to Tell your Story


Wisconsin and Virginia Tech have additional advertisements running concurrently with more direct call-to-action to purchase or renew season tickets. For search campaigns, we can exclude any ‘refund’ or ‘coronavirus’ related keywords. The social messaging can appeal to the nostalgic anticipation of the stadiums re-opening.

Wisconsin Examples


authorPost by Alex Meshot, Senior Digital Media Specialist, Paciolan