In football, winning a championship is the number one goal. Johannes Feldges, Head of Marketing and Brand at German football club Borussia Mönchengladbach likes to joke that it’s his number one goal as well. After all, selling out games and driving merchandise revenue helps the club attract the best talent.
While Borussia Mönchengladbach, which is a member of Germany’s Bundesliga league, has a loyal fan base and regularly fills their stadium to 95% capacity, Johannes saw opportunities to modernize the brand and engage with their fanbase even more. In early 2017, Johannes kicked off a rebrand for the 100+ year old club and began growing the marketing team from two people to 13.
With so many moving pieces for the rebrand and new teammates to manage, he quickly realized email didn’t provide the visibility, structure, or planning support the team needed. Johannes needed a tool to centralize, organize, and manage the team’s work in order to launch a successful rebrand.
“Now that we have campaign templates and track project progress in Asana, we save 20+ hours a month on meetings. This has made our team much more efficient and enabled us to try new strategies, like performance marketing.”
When Johannes began his search for a work management tool, he had a few key requirements in mind. The tool needed to:
After testing out a few tools, Johannes chose Asana because it had all of the functionality his team needed and was intuitive to use like their favorite consumer-grade apps.
Johannes began using Asana to manage the club’s complex rebrand. As the team began to track more of their work for the rebrand in Asana, they saw firsthand how easy it is to find information, see individual responsibilities and deadlines, and track progress. So they started to move more of their work, such as merchandise and advertising campaigns, into Asana.
“By moving our work into Asana, we’re now able to launch campaigns 50% faster because everyone can see the plan and knows what they’re responsible for.”
Today, the Borussia Mönchengladbach marketing team uses Asana to manage all of their marketing activities, including:
Because the team can see all campaigns in flight, where they stand, and what everyone is working on, each teammate saves an average of 20 hours a month previously spent coordinating work and attending check-in meetings. With more time to focus on doing the work that matters, Johannes and his team have been able to shift their mindset from, “We just need to get this done” to “Let’s optimize our marketing channels to drive more revenue.”
For the next phase in their evolution, the marketing team is turning their attention to performance marketing. This includes everything from optimizing their website and improving the ecommerce experience to testing out new channels to engage with their loyal fans and game attendees. While this work won’t be easy, Johannes, the marketing team, and their cross-functional partners feel confident that they can pull it off with Asana.
Using Asana wall-to-wall has been crucial in helping Hack Reactor scale. As Hack Reactor CEO Tony Phillips puts it, ”We’ve cut our operations costs in half because we’re able to execute more efficiently with the processes we’ve set up in Asana.“ And as costs go down, the quality class experience—and the post graduation experience— goes up. Graduates from Hack Reactor are hired at a 98% rate.
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