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
- 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
- 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.
This case demonstrates how localized behavioral intelligence can move beyond planning — becoming targeting infrastructure that drives measurable audience growth.