From Park Player to Precision Targeting: Growing Engagement with USTA New England – 60% YoY surge in accounts
USTA New England wanted to reach an audience they typically had little direct access to: the recreational park player. These players participate regularly but often sit outside formal membership databases. The objective was clear: identify them, capture data, and begin building a structured engagement pathway.
The challenge
Traditional demographic targeting could not reliably isolate the recreational park player segment. USTA New England needed to find:
- Past 12-month tennis participants;
- Non-members; and
- Players who primarily play in public parks.
At scale, and with precision.
The solution: Kinetica Approach
Using Kinetica’s Localized Sports & Wellbeing Intelligence platform, we first defined this audience behaviorally and identified geographic hot spots, ZIP codes and neighborhoods where park-based participation was strongest and membership penetration lagged.
Partnering with Dynata, we converted this verified behavioral segment into scalable, activation-ready audiences, powering precision targeting across digital platforms including Meta.
The Impact: 60% YoY surge in accounts
This integrated strategy-to-execution model delivered:
- Significant growth in free tennis account sign-ups;
- Improved targeting efficiency versus broad demographic campaigns; and
- A scalable infrastructure for future audience activation.
Most importantly, USTA New England gained meaningful access to a large, previously under-reachable segment of recreational players.
“Kinetica’s localized intelligence enabled us to identify and activate recreational park players at scale — driving measurable growth and giving us a repeatable model for future campaigns to engage and nurture Tennis participants.” Alex Wesley, Director of Marketing, USTA of New England
This case demonstrates how localized behavioral intelligence can move beyond planning to become targeted infrastructure that drives measurable audience growth.