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Industry
Education
Goals
Vetta Sports sought to expand its owned audience by growing its marketing database and capturing actionable audience insights to support more targeted, segmented marketing. The initiative aimed to generate awareness and drive enrollment in its summer camps and youth programs, attracting qualified leads from parents actively researching summer opportunities for their children. At the same time, the campaign positioned Vetta Sports as a trusted destination for youth recreation, sports programming, and family engagement, with a focus on reaching families across the St. Louis region.
Results
Through the collaborative sweepstakes campaign, Vetta Sports achieved a 38% opt-in rate, giving Vetta Sports valuable first-party audience insights. The campaign generated more than 318,000 impressions, attracted 183 entrants, and drove 487 total engagements.
Key Product
Sweepstakes
The Solution
A Strategic Sweepstakes Built to Deliver More Than Entries
Vetta Sports partnered with St. Louis Magazine to launch a sweepstakes campaign promoting its summer camp programs — offering a free week of Vetta Sports Summer Camp (a $350 value). The prize was designed to remove the cost barrier for parents actively seeking summer activities for their children, giving them a no-risk way to experience Vetta Sports firsthand.
Distributed through St. Louis Magazine's newsletters, social media, targeted email audience, and run-of-site digital impression campaign, the sweepstakes reached consumers across the St. Louis region who matched Vetta Sports' prospective camp participant profile.
What The Data Revealed
To better understand prospective camp families, Vetta Sports embedded two survey questions designed to capture camp interest and decision-making factors. The contest collected more than 800 total responses:
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Strong, Active Demand: 83% of respondents are either actively looking for a summer camp or want more information, signaling a highly qualified audience already in-market for camp enrollment.
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Social Connection Drives Decisions: Social interaction and making friends is the top factor parents consider when choosing a camp.
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Location Awareness Is an Opportunity: Convenient location ranked among the top factors parents consider when choosing a summer camp. This presents an opportunity for Vetta Sports to better educate prospective families on its multiple locations across the St. Louis region, helping parents discover a convenient camp option close to home.
Why This Matters
These opt-ins represent a highly engaged audience—70 individuals actively raised their hands to hear more from Vetta Sports! Because both the survey questions and the email opt-in were optional, every response reflects genuine, self-selected interest.
The audience data collected gives Vetta Sports the ability to deliver more relevant messaging, tailor offers to specific audience segments, and build stronger connections with prospective families. Most importantly, Vetta Sports can immediately activate this audience, turning contest engagement into long-term audience development.
What To Do With This Information
Vetta Sports added 70 new marketing opt-ins, creating a valuable audience for ongoing customer engagement. By nurturing these leads through a series of targeted email campaigns, Vetta Sports can encourage prospective families to enroll in a camp session while using the collected first-party data to deliver more relevant, segmented marketing messages throughout the summer season and beyond.
Ways Vetta Sports could segment their follow-up campaigns:
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107 respondents who prioritize social interaction could benefit from follow-up emails highlighting friendship and teamwork, reinforced by testimonials from parents and campers to build trust and credibility.
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104 respondents value convenient location, this is an opportunity to emphasize nearby locations, easy drop-off/pick-up, and multiple facility options across the region.
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101 respondents want a variety of activities, signaling demand for well-rounded experiences. Emails showcasing the range of sports, games, and daily programming would help appeal to this broad-interest group.
Ready to partner together?
