United Soccer Coaches
Delivering the right message to the right member
United Soccer Coaches is the largest organization of soccer coaches in the world, supporting coaches across youth, high school, college, professional, and club levels. Following a migration to Salesforce and Fonteva, the organization set out to modernize its email marketing and take full advantage of the integration between Fonteva and Pardot. United wanted the ability to segment its large and varied membership by coaching level, location, active versus lapsed status, and more, while giving its marketing and membership teams the tools to personalize communications based on that segmentation. Fíonta partnered with United Soccer Coaches to make that vision a reality, migrating the organization from Informz to Pardot and building the infrastructure needed to deliver the right message to the right member.
Challenges
- United sends thousands of emails per week and needed to migrate fully from Informz to Pardot in less than six weeks with no interruption in email communication.
- United relies on Fonteva for member management, and several fields from Fonteva objects needed to be created in Pardot and synced across Salesforce and Fonteva to support segmentation and personalized content.
Solutions
- Migrated United Soccer Coaches from Informz to Pardot within the six week timeframe, maintaining uninterrupted email communication throughout.
- Synced key Fonteva object fields across Pardot, Salesforce, and Fonteva to enable advanced segmentation and personalized messaging.
- Implemented website visitor tracking, cookieing nearly 300,000 new visitors to capture engagement and behavior data.
- Built out segmented lists across coaching level, location, active versus lapsed status, and other criteria to support targeted outreach.
Results
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Rapid, seamless adoptionUnited Soccer Coaches fully adopted Pardot as its email marketing platform within six months, migrating from Informz with no interruption in communication.
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Deep visitor insightThe organization cookied almost 300,000 new website visitors, tracking engagement and behavior for each individual.
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Strong email performance.Strong email performance. United sent over 3 million emails across 249 segmented lists, achieving an average deliverability rate of 99.78 percent.
Project Highlights
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Fast, uninterrupted migration.
United Soccer Coaches moved from Informz to Pardot in under six weeks without any interruption to its weekly email communications.
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Advanced member segmentation.
Fields from Fonteva objects were synced across Pardot and Salesforce, allowing United to build 249 segmented lists based on coaching level, location, active versus lapsed status, and more.
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Website visitor tracking.
Nearly 300,000 new website visitors were cookied, giving United visibility into engagement and behavior at the individual level.
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High volume, high deliverability.
United sent over 3 million emails to members with an average deliverability rate of 99.78 percent.
Project Summary
United Soccer Coaches is the largest organization of soccer coaches in the world, supporting coaches across youth, high school, college, professional, and club levels. Following a migration to Salesforce and Fonteva, the organization wanted to modernize its email marketing and take advantage of the integration between Fonteva and Pardot, giving its team the ability to segment members by coaching level, location, active versus lapsed status, and more, while personalizing communications based on that segmentation. Fíonta migrated United Soccer Coaches from Informz to Pardot in under six weeks with no interruption in email communication, syncing key Fonteva fields across Pardot and Salesforce to support advanced segmentation and personalized outreach.
Outcomes
Within six months, United Soccer Coaches had fully adopted Pardot as its email marketing platform, built 249 segmented lists, and sent over 3 million emails to members with an average deliverability rate of 99.78 percent. The organization also cookied nearly 300,000 new website visitors, giving it individual level visibility into engagement and behavior for the first time. Together, these changes have given United’s marketing and membership teams the tools to deliver more targeted, personalized communications at scale.