Arkansas Razorbacks
Client
University of ArkansasDate
2014 - PresentServices
OAS, Digital Marketing, Mobile App & Subscription Platform
About the Partner
Established in 1871 the University of Arkansas is the first public university in the state of Arkansas. With over 26,000 students and over 200 programs of study, UARK has been nationally recognized as a top-tier university is and classified as a highest research activity university, awarding at least 20 research doctorates a year.
Visit website
WMT has been a major component of our digital and technology strategy since 2015. Not only does their tech allow us to have full customization and the ability to create a tailored user experience for Razorback fans, Andres and his team serves as a de facto strategy consultant on all technology fronts. Our unique relationship has allowed us to have an innovative and nimble approach to our web, app and digital strategy.
Arkansas is truly a special partnership for all of us at WMT. Both iterations of 2015 & 2018 were developed under the design and direction of Taylor McGillis, who oversees digital strategy. It was also our first official athletic website ever developed where we were able to deliver a platform with incredible user growth and engagement.
Establishing a partnership with the University of Arkansas we were able to achieve their goal of creating a more dynamic fan experience while users were searching for their team. We understood mobile was going to be extremely important so we designed a responsive website for phones, tablets and computers. WMT and Arkansas' creative and technical teams collaborated to come up with the endless scroll feature used on their site.
WMT's partnership began in 2015 and has expanded to serve the Arkansas' digital ecosystem, including website, mobile app, subscription platform, digital marketing services and various micro campaign projects.
Arkansas' leadership fully embracing WMT as a partnership has led to some of the most innovative and unique digital platforms in college athletics.
Mobile App Design
Similar to Arkansas' website, the Hogs presented WMT with their own mobile app design and asked us to bring it to life. The Hogs have one of the most unique app presentations in WMT's portfolio paired with a stellar digital strategy behind it. From a Hogs+ integration, to mobile ticketing, to podcasts, user customization, and more, the mobile app is truly a hub for all things Arkansas.
MEMBERSHIP SUBSCRIPTION
The launch of Hogs+ made Arkansas Athletics, one of the first collegiate athletic departments to launch its own direct-to-fan subscription platform. Reaching half of its year-one subscription goal in just 45 days, Hogs+ proved that Razorback fans have an insatiable appetite for the stories about their teams, student-athletes, coaches, and beyond
OAS & Official Team Store Marketing
We partnered with Dyehard Fan Supply to manage the digital marketing efforts of the official team store. Our goal was to increase the website traffic through search engines and organic ranking.
We knew that fans were searching for licensed Razorbacks apparel through online shopping, ranging from men’s Razorbacks shirts and gameday cups, to adjustable caps. We immediately started working on an SEO strategy by handcrafting the most optimal titles, search engine tags, and descriptions for ideal organic search relevance. We connected our WMT Marketing API solution to understand user traffic and metrics. We also worked on creating custom pixels on the site to understand e-commerce trends and behaviors as it related to user checkout and conversion.
Digital Marketing & Search Engine Optimization (SEO) for Ticket Revenue and Licensing
WMT partnered with the University of Arkansas on the digital marketing efforts for both their official athletic site and online apparel shop. Our campaigns are focused on the organic ranking of both ArkansasRazorbacks.com and Shop.ArkansasRazorbacks.com, including specific keywords, articles and schedule pages to help organic search visibility on Google. We also develop and manage all retargeting and display campaigns for both sites through our custom pixel tracking and WMT's Real Time Bidding tool.After meticulously testing and creating long-term optimization by understanding how Razorbacks fans search for online apparel, our algorithm allowed us to properly target high traffic keywords more effectively in order to maximize conversions and revenue. Overall, for fans searching for schedules, stories, gear, or content related to the Razorbacks, our sites outrank competitors on organic search.