This arrived a wee while ago.
Three surveys were issued comprising of Fan Engagement 2, Club Membership and Digital & Media. More than half the respondents from the initial survey said they would participate in further supporter engagement initiatives to help shape the ClubÂ’s Ready To Listen campaign. From that 50%, the uptake was overwhelming with over 86% of fans completing the Fan Engagement 2 survey, 58% completing the Club Membership survey and 66% completing the Digital & Media survey.
Fan Engagement Key Findings
88% of fans see the ClubÂ’s Website as the key channel for information regarding the Club with Email coming a close second at 71% and Social Media at 60%.
64% of fans use Email as the key mode of communication with the Club and 51% via Social Media.
The 5 areas that fans are satisfied or very satisfied with in terms of communication with the fans are - Club Website, Matchday Programme, Email, Social Media and Ticket Centre.
Fans do not see the Hotline as an effective method of communication with less than 1% citing this effective.
Fans are happy with the level of Email communication with 66% feeling the Club does not communicate too frequently.
43% of fans interact with the Club on a daily basis.
Awareness of the ClubÂ’s SupporterÂ’s Services department is low with only 21% aware and of those only 13% had used this service. Those who did use the service found it a positive experience with 60% stating it was courteous and 44% stating it was knowledgeable.
The top 5 channels fans would like to communicate with the Club were: Surveys, Email, Q&A Sessions, Open Days/Evenings and Social Media Polls/Conversations.
The most important channels of communication were Email, Q&A Sessions and Open Days/Evenings.
The establishment of a Fan Representation Board was seen as the most effective way to improve Club and supporter engagement with 74%.
The majority of fans believe the Fan Representation Board should have between 6-10 members and it should comprise members with a relevant professional expertise (83%) and Season Ticket Holders (80%).
The Fan Representation Board should be re-elected and the largest % of fans at 46% felt a term of 2 years maximum was acceptable.
The Fan Representation Board should meet on a monthly basis according to 65% of respondents and 78% agreed that there should be a Club representative in attendance and 93% agreed that a member of the Board should also attend.
To view an infographic of the Fan Engagement survey 2 results click here.
Club Membership Key Findings
“Bringing me closer to the Club” (45%) and “Increasing my involvement with the Club” (41%) were deemed most important in terms of Rangers Membership, with “providing me with exclusive merchandise pack” least important (2%).
Top 3 Rangers Membership benefits perceived as providing “value for money” were: Retail Merchandise Discount, Free Stadium WIFI and Exclusive Merchandise.
61% of participants felt a members-only email newsletter should be issued “Monthly”.
61% of participants felt that receiving a gift pack wasnÂ’t an important part of a Rangers Membership.
A Rangers Membership scarf was perceived the least important membership pack item (Average Score of 3.14) compared with a Membership card (Average Score of 3.74).
94% of participants think the “ability to vote on Club initiatives should be a benefit of Membership”.
95% of participants think that people on the Fan Representation Board should be Club Members/Season Ticket Holders.
Priority tickets for Premium Games was perceived the most important benefit to enhance matchday experience (Average Score of 4.15), Digital Matchday programme was perceived the least important benefit (Average Score of 3.26).
54% participants have children/relatives, but 80% of these children/relatives arenÂ’t Season Ticket Holders however 53% of them attend matches.
Top 5 Rangers Membership benefits that represent value for money for kids under 16 are: Player Mascots, Retail/Merchandise Discount, Membership Pack, Online Games/Competitions and Kids Video Content.
To view an infographic of the Club Membership survey results click here.
Digital & Media Key Findings
99% of all respondents said that they use the Internet on a daily basis. 82% of respondents confirmed that they access the Internet via a PC or a Laptop. However, 76% also said that they use a Mobile Phone with 60% accessing via a tablet.
Only 38% of respondents indicated that they watch videos about Rangers on RangersTV, with more watching video content on rangers.co.uk (59%). YouTube was the most used website to watch Rangers videos (78%).
53% of respondents said that they visited the Club website rangers.co.uk on a daily basis, with a further 35% identifying that they use it on a weekly basis. Only 5% of fans said that they used the website monthly.
When asked to select a statement that best reflected their opinion of rangers.co.uk at present, 55% of respondents selected “It’s good but I also go elsewhere”. Only 1% of fans said they thought “it’s terrible”, however only 8% said “it’s fantastic and has everything I need”.
68% of fans felt that the content on rangers.co.uk appeals to both ardent fans and casual fans, however only 13% felt that the site was first with news. Less than 50% of people said that they could find everything they wanted easily (40%) and that it was visually appealing (45%).
44% of respondents felt that match reports were timely, factual and accurate, 45% felt they were objective and 63% felt that they were of a good length. Regarding picture galleries, 66% felt they were easy to use, but only 32% felt that they captured the emotion.
85% of fans confirmed that they do not subscribe to RangersTV, with 56% of those who do having a RangersTV Standard subscription. Price was the most significant factor for people who have subscribed previously to RangersTV and cancelled, with 41% not wishing to pay for video content at all and 34% indicating that the subscription is too expensive.
Regarding video content on RangersTV, match content was what fans wished to see most, with 88% wishing to view Live Matches. Other areas they would like to see include Archive Matches (59%), Interviews (61%), Highlights (66%) and Documentaries (63%).
Only 46% of respondents indicated that they buy the matchday programme and of those, 49% said that they do so every game.
63% of fans said that the reason they do so is because itÂ’s a collectorÂ’s item.
People who donÂ’t buy the programme said that the reason for doing so was that they didnÂ’t feel it was value for money (72%).
57% said that they would be interested in a digital version of the programme.
75% of respondents said that they use a social media platform with Facebook (79%) and Twitter (68%) the most used.
39% of respondents either agreed or strongly agreed that Rangers engages well on Social Media, with 32% either disagreeing or strongly disagreeing. 46% of fans felt that the Club provides news effectively via Social Media with 26% either disagreeing or strongly disagreeing.
To view an infographic of the Digital & Media survey results click here.
Next Steps
More focused face-to-face meetings in the form of focus groups will now be facilitated at the stadium with fans who had expressed a wish to continue their involvement in this initiative. The first set of focus groups will take place next month on Fan Engagement with a minimum of 4 groups being held. A representative sample of Rangers fans will be included in each group to share their individual views and will be invited to participate on a first come first served basis. A range of topics will be covered and this will be outlined in the initial correspondence for each focus group.
These initial focus groups will be followed by further focus groups on Club Membership and Digital & Media in the coming weeks and months.
It seems that the correct figure is half that.