We have worked with AFE for 20 years and well understand the mission: To provide free entertainment to U.S. military personnel and their families serving overseas by staging 600 morale-boosting shows annually for the 400,000+ service members stationed internationally. Because we have partnered so successfully over the years, AFE recently trusted us to update their brand image to cater to a younger, entertainment-driven demographic.
We transformed the consumer-facing website into a sleek, streamlined, intuitive, and user-friendly experience with faster loading, plus improved accessibility for service members living in areas with limited connectivity. The new site features energetic, authentic content and style.
The Creative
We focused on presenting newly produced and aggregated entertainment content to showcase the AFE experience and brand well before and long after the show.
The more creative and up-to-date content reflects the experience of major national entertainment outlets such as Rolling Stone, Billboard, and Entertainment Weekly, and includes stories about the touring artists, industry announcements, blogs, and performer-related media.
The Results
Since redesigning the AFE site in 2018, RCCO has supported more than 164 tours and 1000 shows on 200+ military installations through the site. The initial redesign resulted in a 400% social media fan growth and 811 media placements, plus an email audience growth of 1,300%. The email efforts have continued to thrive in 2019/2020, with an average open rate of 29.49% (well above the industry average) and a 4.16% total average click rate (also well above industry average). In addition, AFE has seen an organic email list growth of 23% since January 2020.
