Case Study: USTA New England drives 60% YoY growth in free accounts with Dynata custom audience segments

USTA New England drives 60% YoY growth in free accounts with Dynata

USTA New England, a regional branch of the U.S. Tennis Association, faced the challenge of identifying and engaging a large population of casual, recreational tennis players who were not part of any formal membership structure. This was a key part of their "35 by 35" national growth initiative. They partnered with Dynata to transform market research into actionable audience segments to find and validate these players for effective activation.

Dynata recruited panelists for a sports and wellbeing survey to identify and build custom audience segments of recreational tennis players. Using these segments for targeted Meta advertising, USTA New England drove a 43% increase in free account sign-ups during the campaign and achieved 60% year-over-year growth in free accounts. The campaign also contributed to a 3% increase in paid memberships, helping to advance their national growth goals.

USTA New England