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Stoneacre Partners LLC was originally founded in July 2004 after nearly a year long effort of complex license rights negotiations with NASCAR, the National Association for Stock Car Racing. In 2004, NASCAR was purported to be the second most popular sport in the United States based on television viewership with a fan base of approximately 75 million fans and the #1 sport with fan brand loyalty. Patrick Brady, the original and principal founder of Stoneacre Partners and Nick Mammola, co-founder working through Kingside Partners successfully secured the exclusive world wide licensing rights to serve as the Official Loyalty and Affinity Marketing partner of NASCAR.
The original business model was comprised of two distinct yet inter-related business units operating together as THE NASCAR Members Program (NMP) :
- Official NASCAR Membership Club – A B2C consumer facing, fee based subscription membership affinity program whereby NASCAR fans could join to get behind the scenes and get insider access to exclusive benefits, content, merchandise, events and experiences, deals and discounts.
- NASCAR RacePoints, The Official Rewards Program of NASCAR whereby NASCAR fans could register in this loyalty program for free and through their purchase behavior and patronage of the Official Sponsors of NASCAR, would earn NASCAR RacePoints, a private marketplace currency redeemable for non-buyable, aspirational rewards of merchandise, meet & greets, events & access.
The NASCAR Members Program was conceived early in the digital marketing era and before the emergence of social and mobile technologies – before facebook, before twitter, before other social platforms and before the explosion of mobile devices. Both business units provided synergistic benefits and served as an innovative marketing solution to allow Stoneacre to create and build NASCAR’s fan data base. Freemium pricing tactics as commonly deployed today were nonexistent. At-track intercepts, gift-with-purchase & post transaction marketing via credit card on file offering Free to Fee served as key consumer acquisition and conversion strategies in the revenue funnel.
USA Hockey is the National Governing Body of amateur hockey in the United States with approximately 600,000 participant members.
As a 501(c)3 organization, the mission of USA Hockey is to promote the health, welfare and growth of amateur hockey in the United States. Stoneacre Partners was retained to design, develop and execute a pilot program targeting at-large non-participant hockey fans in the United States as well as those concentric circles of alumni and supporters of USA Hockey. The USA Hockey Advantage Program was operated and marketed for the benefit of the USA Hockey Foundation.
The goals of the Program were to create additional revenues for the USA Hockey Foundation so as to further funding wherewithal in its support of USA Hockey, Inc. Stoneacre conceived, designed and created the USA Hockey Advantage Program branding strategy and related positioning. Stoneacre designed and sourced a consumer offering that consisted of multiple categories of benefits including access to special savings on game tickets and events from the Boston Bruins, Hockey East and other New England participating program partners. Stoneacre brought proprietary technologies sourced from third party technology providers across social, mobile and digital platforms. Stoneacre implemented the technologies using a “Free to Fee” pricing strategy as part of a multi-channel customer acquisition strategy. Stoneacre leveraged USA Hockey’s social reach and employed the geo-fencing and push notification capabilities that mobile technologies provide. The Program was also designed around certain data collection and data asset build objectives.
Stoneacre Partners was engaged by Angie’s List, ( NSDQ:ANGI) a leading provider of a consumer-driven service for its members to research, hire, rate and review local professionals for critical needs, such as home, health care and automotive services. Ratings and reviews, which are exclusive to the Company’s members, help its members find the best provider for their local service needs. Angie’s List also operates an e-commerce platform offering exclusive member only “flash deals” and “limited time only” service offerings connecting its top rated service providers to local consumers.
Stoneacre designated as Angie’s List Loyalty Program Architect and General Contractor was charged with designing, developing and implementing a customized, branded loyalty program focused on driving high value member behaviors that contribute to the Company’s revenues and enterprise value. Stoneacre delivered its findings and recommendations to senior management through the completion of multi-day on-site assessment and multiple interviews with key senior executives. In addition, Stoneacre sourced and advocated the inclusion of additional program partners which Stoneacre considered relevant to the final design and program execution as contributing technologies or loyalty program domain experience. The Stoneacre engagement served as the Phase I launchpad for a multi-phase, multi-year Program pilot and expansion. The Program currently in market and branded as Angie’s Cash seeks to reward participants for certain high value behaviors such as completing a review or renewing a membership or referring new members or purchasing an exclusive offer.
Stoneacre is the exclusive loyalty and affinity licensee of Hockey East, the NCAA Division 1 preeminent hockey conference. Consisting of twelve (12) member institutions, Hockey East has produced thirty-three (33) NCAA Frozen Four births and nine (9) NCAA Division I Hockey championships over the past twenty-one years. Stoneacre designed, developed and launched The Commissioner’s Club, The Official Fan Loyalty Program. See www.hockeyeastonline.com