Orlando Magic is a professional basketball team based in Orlando, Florida. The team is a part of the National Basketball Association (NBA) and competes in the league's Eastern Conference Southeast Division. As with any sports team, marketing plays a crucial role in the success and popularity of the Orlando Magic. The Orlando Magic marketing strategy focuses on building a strong and passionate fan base while creating a positive team image in the community. The team's marketing efforts are aimed at generating excitement and enthusiasm among basketball fans and attracting new fans to support the team. One of the key elements of the Orlando Magic marketing strategy is the promotion of game attendance.

Orlando Magic Announce New Marketing Brand Campaign, Magic Together

ORLANDO - In continuing to build off of the Orlando Magic's commitment to the Central Florida community and its fans, the team has unveiled its new marketing brand campaign, Magic Together. The campaign represents the united front the Magic forges with the fans bound by a common passion and love for the game and the city of Orlando. Magic Together is about teamwork and that together – the fans, players, coaches, staff and ownership – are greater than the sum of its parts.

The new campaign updates the Magic's message and reaffirms the franchise's unwavering pursuit to success and what it means to achieve that success together as a team. Hallmarks of the campaign are unity, dedication and team.

The theme resonates in all the Magic do both on and off the court. Under the DeVos family's ownership, the Magic have seen great success in its relatively short history, winning six division championships (1995, 1996, 2008, 2009, 2010, 2019) with seven 50-plus win seasons and capturing the Eastern Conference title in 1995 and 2009. The Magic have reached the playoffs 16 times in the last 27 seasons (since 1993-94), including each of the last two seasons.

Through the team's community work, on an annual basis, the Orlando Magic gives more than $2 million to the local community by way of sponsorships of events, donated tickets, autographed merchandise and grants. Orlando Magic community relations programs impact an estimated 100,000 kids each year, while a Magic staff-wide initiative provides more than 7,000 volunteer hours annually. In addition, the Orlando Magic Youth Foundation (OMYF) which serves at-risk youth, has distributed more than $25 million to local nonprofit community organizations over the last 30 years.

And all of this is only possible through the collective work of the players, coaches, ownership, staff, fans, partners and city… Together.

The Magic officially unveiled the new marketing campaign to the Central Florida market on November 11 through a video, click here, that debuted on the team's social media channels. In addition, Magic Together will be seen in a variety of other areas including the team’s social media platforms, the team website – orlandomagic.com, through corporate partners, social media, digital vehicles, collateral pieces and grassroots efforts.

Magic Together is also weaved within the Magic's community work planned for this season, including turkey dinner distributions for Thanksgiving with Orange County, Coalition for the Homeless Thanksgiving service, Pepsi and Magic holiday initiative, toy drive with Mayor Demings and Orange County, OMYF fundraisers, Magic of Mentoring program and Veteran's Day celebration and community support.

Magic Together Anthem
Together, we stand united as a community of Magic fans with a common passion and love for the game.
Where teamwork and dedication are at the heart of everything we do.
Training hard. Playing with hustle. And putting others ahead of ourselves.
Where assists aren’t just a stat, but a way of life.
Through adversity and challenges, we encourage each other, help each other, and lift each other up.
We cheer together, from our living rooms, chat rooms and in the arena.
On the court and off the court, we accomplish more together.
We are one team: players, coaches, fans and community.
Together, we are strong. Together, we overcome.
We are MAGIC TOGETHER

Orlando Magic Announce New Marketing Brand Campaign, Magic Together

ORLANDO – In continuing to build off of the Orlando Magic’s commitment to the Central Florida community and its fans, the team has unveiled its new marketing brand campaign, Magic Together. The campaign represents the united front the Magic forges with the fans bound by a common passion and love for the game and the city of Orlando. Magic Together is about teamwork and that together – the fans, players, coaches, staff and ownership – are greater than the sum of its parts.

Representing: Dr. Phillips, Gotha, Horizon West, Lake Avalon, MetroWest, Oakland, Ocoee, Orlando, Orlo Vista, Pine Hills, Windermere & Winter Garden

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The West Orange Chamber of Commerce is a state certified chamber of commerce serving West Orange County of Florida as a 501-(c)-6. As the leading business advocate in West Orange County Florida, the West Orange Chamber of Commerce provides exposure, publishes promotional material, and provides marketing channels to and for its members. While the West Orange Chamber of Commerce maintains strict editorial control over all content that it distributes and publishes on behalf of its membership that is received from or provided by Chamber Members which is published by the Chamber, your use of and reliance upon any or all such matters is at your sole risk and you are cautioned to do your own independent investigation and evaluation before using or relying on any such matters. The West Orange Chamber is not responsible for and makes no warranties or representations of the accuracy, authority, or ownership of materials, photographs, offers, statements, assertions, or any other matter and content.

Orlando Magic email marketing overview

View Orlando Magic’s full brand overview with a MailCharts account.

One of the key elements of the Orlando Magic marketing strategy is the promotion of game attendance. The team organizes various marketing campaigns and events to encourage fans to attend home games. These include ticket giveaways, special offers, and exclusive fan experiences.

Orlando Magic email marketing data and campaign insights

Data from the last 90 days.

Sending Behavior Insights

• Average emails sent / week 1.13
• vs. Last Year 13%
• vs. MailCharts Index -63%

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Promotional Rate Insights

• Average promotion rate 11%
• vs. Last Year -59%
• vs. MailCharts Index -80%

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How often do emails include a promotion?

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Subject Line Insights

• Average subject line length 51 characters
• MailCharts Index 35 characters

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We detected Orlando Magic is using Click Dimensions.

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Orlando Magic ecommerce lifecycle campaigns and user journeys

MailCharts Pro plans have thousands of end-to-end ecommerce lifecycle and triggered user journeys for ecommerce brands. Get insights on Orlando Magic’s marketing strategy to help you build and optimize your email sequences and user journeys.

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Orlando magic marketing

The Orlando Magic uses Wordsmith to generate custom in-app and email messaging to each and every one of their fans, boosting fan engagement and season ticket renewals.

• 80% Positive Email Response
• Increase Awareness of Loyalty Program

Orlando Magic | Industry: Sports & Entertainment
All NBA teams compete with other local attractions for family entertainment dollars. The Orlando Magic faces especially stiff competition – not just from that other brand of magic found in theme parks down the road, but also from the weather. When sunny days beckon, the Amway Center needs to beckon even harder.

Given these challenges, it’s no surprise that the Magic conducts its business with data-driven rigor. And according to that data, season ticket holders account for 70% of the Orlando Magic’s ticketing revenue stream. To win ticketholders’ approval, the team wants to offer a customer experience that is personalized to each individual fan. That’s why they customize their email copy with Wordsmith.

Using the Wordsmith platform to automatically turn data-driven insights into fan-friendly language, the Magic achieves customer loyalty and revenue results that are not possible without automation.

The strongest predictor of Magic season ticket renewal is the ticket holder’s ability to actually use the tickets. Most fans don’t go to every game, and they might try to resell tickets they can’t use on the Magic’s own website. But those tickets might not sell, and they compete with the ones the team sells directly. Now, under a new program, ticket holders can return their seats to the Magic in exchange for Magic Money – a loyalty currency fans can use for unique experiences like locker room tours, food, and seat upgrades.

But when does it make sense for fans to trade in seats for Magic Money, and when should they hold out for cash from reselling their tickets? The Magic wants to give each fan the best advice, but every situation is different. Fortunately, the Magic knows a thing or two about individual outreach.

“Our goal is to pursue deep personalization for our customers,” says Anthony Perez, the team’s Chief Marketing Officer. His team leverages predictive models to determine each fan’s likely behavior. They use segmentation to determine what email images to display. And they customize the offers, invitations, and recommendations that fans receive.

“The hardest thing to personalize,” says Perez, “is email copy on a large scale.”

Because we’re an organization that is built on data, the Wordsmith platform is really exciting. It’s going to open up many new ways of reaching our fans with fun, friendly content made just for them.

Using SAS to analyze customer data, the team targets those whose tickets are not likely to be resold. Then, using the Wordsmith platform for natural language generation, the team automatically turns each customer’s specific data into a personalized email. The emails take each fan’s unique situation into account and explain it using natural language.

With Wordsmith, the Magic has full control over the content they produce for each fan and can communicate in their brand voice about any scenario a unique customer’s data presents.

The emails encourage fans to trade their tickets for Magic Money, which makes good business sense. But the team’s larger goal in providing resale options is to be helpful to the fans. Using Wordsmith’s precisely customized copy, the Magic seeks to increase season ticketholders’ satisfaction by explaining a way to get more value from their investment.

By that measure, the emails clearly succeeded. Recipients were asked to click on a smiley or frowny face to indicate an emails helpfulness; over 80% responded positively.

As for Perez, the Chief Marketing Officer sees more automated writing in the team’s future.

“Because we’re an organization that is built on data, the Wordsmith platform is really exciting,” he says. “It’s going to open up many new ways of reaching our fans with fun, friendly content made just for them.”

The team also collaborates with local businesses to offer promotional deals and incentives to fans. The Orlando Magic marketing team also makes use of social media to engage with fans and promote the team. The team has a strong presence on platforms like Facebook, Twitter, and Instagram. They regularly share updates, highlights, and behind-the-scenes content to keep fans informed and connected. Social media is also used to run contests and interactive campaigns to further engage with fans. In addition to game attendance, merchandise sales are also an important aspect of the Orlando Magic marketing strategy. The team has a variety of merchandise available for fans to purchase, including jerseys, hats, and accessories. The team makes sure to make their merchandise easily accessible, both online and at the stadium, to cater to the demands of its fan base. Furthermore, the Orlando Magic is actively involved in community outreach programs. The team works closely with local schools and organizations to promote basketball and healthy living among the youth. The team also hosts various events and clinics to give back to the community and build strong relationships with fans. Overall, the marketing efforts of the Orlando Magic play a vital role in the team's success and popularity. Through strategic promotions, engaging with fans on social media, and community involvement, the team aims to create a strong and loyal fan base that supports the team both on and off the court..

Reviews for "Orlando Magic's Digital Transformation: From Websites to Mobile Apps"

1. John - 1 out of 5 stars

The marketing efforts of the Orlando Magic are extremely lackluster. From their online presence to their promotional events, everything feels outdated and uninspiring. The team's social media accounts rarely engage with their fans, and the content they do post is mundane and repetitive. Their ticket deals and promotions also lack creativity, making it difficult to get excited about attending their games. Overall, the Orlando Magic's marketing is in desperate need of a refresh.

2. Lisa - 2 out of 5 stars

As a long-time fan of the Orlando Magic, I am disappointed in the team's marketing strategies. They seem to focus more on attracting casual fans with gimmicky promotions rather than engaging with their dedicated supporters. The team rarely hosts events or initiatives that make fans feel truly valued and connected. Their merchandise selection is also limited and unimaginative. It's a shame that the Magic's marketing doesn't reflect the passion and enthusiasm of the team itself.

3. David - 1 out of 5 stars

The Orlando Magic's marketing is completely forgettable. I can't recall a single memorable campaign or promotion they have done in recent years. Their advertisements lack creativity and fail to capture the excitement and energy of the game. The team needs to invest more in innovative marketing strategies to attract new fans and retain the interest of existing ones. As it stands, the Orlando Magic's marketing simply doesn't stand out in a crowded sports market, and that's a major missed opportunity.

The Magic Touch: How Orlando Magic Creates Memorable Fan Experiences