Sprung Instant Structures

Performance Arenas Campaign

Sprung Instant Structures Ltd. prides itself on offering an innovative and cost-effective building alternative to conventional construction. Despite being an international enterprise in operation for more than a century, Sprung wasn’t on the radar in certain areas of its intended market.

The Challenge

Sprung wanted to grow its sports arena business through the Sprung Performance Arenas division. RedPoint was enlisted to change the public’s perception of Sprung structures as non-permanent or unsuitable as arenas, while increasing the company’s visibility in the sports and recreation market.

The Solution

RedPoint developed an integrated campaign that specifically targeted Sprung’s intended audience in the sports arena market, bringing its message directly to potential customers. Our strategy brought together a variety of marketing tools, including:

Microsite design and development (sprungarenas.com)
SEO and online marketing
Video production and editing
Supporting print collateral material
E-mail campaigns
Contest creation and promotion
Trade-show materials
Public relations strategy

The Results

Since launch, the sprungarenas.com site has received a consistent flow of unique visitors, with pre- and post-trade show e-mail campaigns resulting in triple the industry average number of responses. Sprung has received inquiries and sales leads from across North America — well beyond Sprung’s original geographic target of Alberta, B.C. and Saskatchewan. A powerful result of the campaign was Hockey Canada’s endorsement. The quality of the Sprung product and its internal sales team deserve credit for this, but Sprung was clear in acknowledging that the professionalism of the website and support materials were critical to the recognition that it had a winning solution ready for delivery.