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How strong marketing strategies and a community focus made the Portland Timbers the talk of the town
May 1, 2014  |  by Magneto Brand Advertising

When the Portland Timbers made the move to Major League Soccer from the United Soccer League in 2011, the front office was faced with a daunting task. How do you put a fresh face on a team that’s existed since 1975? How do you draw newcomers in while keeping the existing fan base pleased?

In its fourth season in MLS, the Timbers are the talk of the town, country and dare we say, even the world. BuzzFeed listed 21 Soccer Stadiums You Should Watch A Game In Before You Die Number 16? Our own Providence Park here in Portland – the only American stadium to make the list.

So how did the marketing team go from the minor leagues to a big name in soccer so quickly? It took a mix of outdoor, digital and the independent supporters group, the Timbers Army.

The outdoor campaign that started it all

Based on the idea that young Portlanders prefer to discover trends rather than be outright told about them, the Timbers placed billboards around the city before the 2011 season. These ads featured existing Timbers supporters with logging gear and a Timbers logo – no mention of the team name, a URL or even the sport itself.

They worked because of the sense of community they conveyed – in the variety of people they featured, the nods to Oregon history in the logging gear and encouraging people to do more than buy tickets, but to get involved and participate in what other Portlanders were already passionate about.

Shortly after the billboards were placed, the front office invited community members to have their own axe and chainsaw photos taken at the adidas Timbers team store. The photos were available to be downloaded from the Timbers website and made into collages that live in the main concourse at Providence Park under the lettering, “We Are Timbers.”

Growing a digital following

With the overarching theme of “We Are Timbers,” the marketing quickly turned digital, now including Facebook, Twitter, YouTube, Pinterest, Instagram and Vine to draw conversation and attention to the growing club amongst fans.

The Timbers themselves post club news, match updates and original web content like general interest videos on players’ everyday life.

To drive engagement, the Timbers often hold contests via social media. The prizes offered are sometimes fan experiences, like VIP ticket packages to away matches or trick or treating with the lumberjack mascot, Timber Joey.

Usually photo contests, these promotions tap into the fans’ own experience with the club and encourage each other to “like” them, “share” them and talk about them in a public setting. The photos integrate seamlessly through Instagram, Pinterest and Twitter and the presence of the contest is on all three platforms.

By utilizing the digital space effectively, the Timbers are able to reach out to a larger community. This is especially helpful – the Timbers roster includes players from 13 different countries, most of which follow soccer more religiously than we do here in the States.

The Timbers are also exploring social media accounts in Spanish to reach new communities. @SomosTimbers on Twitter and a Spanish-specific news feed on timbers.com open doors for a wider fan base not only here in Portland, but globally.

Tapping into the Timbers Army

The Timbers phenomenon spread like wildfire, due in part to the Timbers Army.

The front office and the Army work together to build upon the club through community events, support for local charities organizing travel to away matches and tifos – large, temporary art pieces unveiled at the start of important matches. (Here’s an office favorite. This one, too. Oh, heck. Here’s a whole list of ‘em.)

This collaboration puts the emphasis on the fans as much as it does the players and the game. By working together on community initiatives and having places to talk about the club online, it becomes easier to share content and get more people talking and involved.

The most important thing that the Timbers sell is engagement – not tickets or merchandise. They have help from the Timbers Army through word of mouth and their commitment to the club. The atmosphere at any match gives the Timbers and Providence Park notoriety and international attention.

Are you RCTID? Can’t miss a match? How do you get involved? Let us know at @MagnetoAgency or in the comments below!

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