Birmingham County FA partner with Personalised Video Lab

BCFA utilising personalised video technology to communicate with grassroots football community.

Birmingham County Football Association has announced today that it is working with Personalised Video Lab to deliver personalised video communication, making it the first UK sporting organisation to use this new ground-breaking advanced video technology.

The BCFA is using the technology to launch the new 2020-21 football season to its 1,150 affiliated regional members via email and SMS.

Personalised Video Lab transforms digital customer communications for customer centric organisations. It uses the power of one-to-one human connection together with data and advanced video technology to deliver a state-of-the-art customer experience across the entire customer lifecycle, providing digital efficiencies through automation and scale.

BCFA’s highly customised video communication features 1,150 club secretary and football club names, the number of teams each club has affiliated along with the club’s disciplinary record from the previous season and incorporates a variety of video footage of grassroots clubs that fosters pride and emotion while promoting their region’s diversity and inclusion values and the BCFA vision; ‘Improving lives by improving football’, reflecting the power and difference that can be made together to improve lives in the community through the national game.

Kevin Shoemake, Chief Executive of Birmingham County FA (pictured) said: “I was amazed when I was introduced to this technology and immediately saw it benefiting the Association with a more personalised welcome to the new 2020/21 football season.

“We have come out of a challenging period due to Covid-19 but football had recommenced in earnest when the second lockdown was imposed, and grassroots football has once again had to pause. As a result, the personalised video has come into its own during this period and helped us to personally thank and remain connected with our huge volunteer network with some key messages for them to consider during and after lockdown, and to show our support and appreciation which we hope will see them continue their 2020-21 season when allowed to do so.

“Personalised Video Lab have been fantastic throughout the project and understood what we were trying to achieve from day one. Their knowledge and expertise has been critical, especially when everything had to be devised and developed remotely due to Covid-19 restrictions.

“I would recommend Personalised Video Lab to any organisation who wants to stay connected and engaged with their customers in such a unique and personalised way and the feedback we’ve already received has been fantastic and welcoming during such a difficult and challenging time for all.”

Commenting on the partnership from Personalised Video Lab, Elle Sheppard, Regional Director, added: “We are delighted to have been chosen to work with Birmingham County Football Association on our first project since launching our subsidiary brand here in the UK.

“They saw the potential of how our advanced technology platform enables them to provide a highly efficient digital communication solution and at the same time create a more human and meaningful connection with their club members, especially in light of such challenging times.

“Customers today want to be communicated with empathy, and compassion. They also want to feel valued and that they matter. BCFA wholeheartedly believe and embrace this. Their key objective has been to make their members feel valued and appreciated whilst generating impact and providing key customised information on a one-to-one basis to each club secretary with efficiency and scale.

“BCFA could clearly see how our video technology platform could help them achieve this in a differentiated way through a convergence of data, video technology and human connection. We are extremely excited to have worked with them to deliver this project.”