Everclear helped transform an Ohio startup into the nationwide leader in digital ticketing for K-12 Schools and Colleges by breathing new life into the HomeTown team.
Two entrepreneurs built an easy-to-use digital ticketing platform for high school sports that charged fans $1 per ticket for schools to sell online tickets directly from the school's website — at no cost to the school.
In order to grow beyond 300 schools, an experienced executive team was brought on board to raise funding and gain market share in a highly-fragmented market of local school districts & state athletics associations.
Everclear was engaged to implement a turn-key marketing playbook that would allow the company to re-position the brand and refine its messaging to enable sales, onboard schools & drive market adoption.
Everclear began by conducting a series of interviews with more than two dozen customers, internal stakeholders & external partners to determine HomeTown's strengths, diagnose competitor weaknesses & understand customer priorities.
We also conducted an audit of HomeTown's branding, sales & marketing materials, which consisted primarily of software screenshots on desktop, tablet and mobile devices.
After a competitive market analysis, we learned that HomeTown's competitors charged fans only .50 cents per ticket. So we leaned into HomeTown's strengths to position the company as the market leader to justify its premium digital ticketing prices.
"The Leader in Digital Ticketing
for K-12 Schools & Colleges."
HomeTown used its fees to provide schools with the industry’s best customer service, the easiest-to-use platform & the fastest access to ticket revenue. But we needed to reduce any barriers to adoption & friction in the sales cycle as the internal sales & customer support team rapidly expanded.
Although HomeTown's platform was easy to use, its sales team needed an easier way to explain its many features, so we re-bucketed the platform's features into a streamlined, step-by-step process.
With a simplified set of features to focus on, Everclear began articulating the benefits of HomeTown's digital ticketing platform for each decision maker in the sales process.
Sell online tickets to all school sports events from a single online box office.
Seamlessly transition from cash and paper to digital ticketing at no cost.
Receive immediate access to ticket revenue without HomeTown ever touching your funds.
Easily buy digital tickets to local games without driving to school, waiting in line or carrying cash.
We conducted a quantitative & qualitative customer satisfaction survey to understand what HomeTown's customers liked most about the platform and their motivations for signing up.
Customer Satisfaction Rate
The survey results were excellent, proving "why" schools loved HomeTown, further refining our messaging and providing dozens of customer testimonials for HomeTown's website, brochure & sales materials.
Ease of Use
With new customer research that helped define HomeTown's differentiators, we began looking for ways to move the brand visually beyond pictures of screenshots on mobile devices.
Compared to competitors, HomeTown's founder had come up with the perfect moniker that was relatable to every community — wherever they're located — because every school has hometown pride.
The city or town where you were born and lived while you were young
HomeTown's internal creative director re-designed the HomeTown logo to make the capital letter "H" icon symmetrical for social media to resemble a High School Letterman Jacket.
With a streamlined new logo in place, it was time to tackle HomeTown's competitors, which were all branded as hyper-competitive, ESPN Sports, look-alike alternatives.
This created a unique opportunity for HomeTown to differentiate its brand visually based on the trust, ease-of-use & customer service it provided schools and communities.
So Everclear assembled a team of illustrators to breathe life into HomeTown, USA, in order to "humanize" the HomeTown brand and add warmth and personality to its easy-to-use digital ticketing solution.
Stock Photos vs. Photo Shoots
Increase Creative Freedom
Show Great Customer Service
In order to represent HomeTown's nationwide footprint, Everclear illustrated its team of blue shirt "HomeTown Heroes" ready to help K-12 schools & colleges sell online tickets to fund student athletics, theater, music & arts programs in local communities all over America.
HomeTown "Blue Army" Sketch
HomeTown "Blue Army" Illustration
Compared to its competitors, we wanted schools to visually understand how HomeTown prides itself on providing year-round customer service and support — even on nights and weekends — to deliver the best game day experience for students, families & fans nationwide.
Digital Ticket Scanning
Custom Seat Maps
Since HomeTown supports the digital ticketing needs of every school department, Everclear illustrated a series of vignettes for each of HomeTown's major ticketing solutions, including performing arts, athletics, dances and more.
To build upon the brand equity of the company name, Everclear's lead illustrator sketched, colored & shaded 75 different characters to populate HomeTown with a variety of smiling, friendly & cheerful faces.
CFO's & Treasurers
Athletic Directors & Administrators
Everclear illustrated a series of sports, theater and activity venues to provide HomeTown with a way to represent various school events each season throughout the year.
Our illustration team sketched, colored and created more than three dozen custom icons to complement the beautiful brand imagery that was created to humanize the HomeTown brand.
Sell Your Tickets
Scan Your Fans
Get Your Revenue
Online Box Office
In order to focus on the ease of use of HomeTown's digital ticketing software — particularly for non-technical users — we simplified several software screenshots with illustrations.
Everclear also simplified each step in HomeTown's payment processing and onboarding process with new illustrations that matched HomeTown's new brand imagery.
HomeTown Payment Processing
HomeTown Onboarding Process
"The work that Everclear provided HomeTown has been tremendous. I'm thrilled about all of the new creative assets, they have been great to work with and have already had such a positive impact."
Creative Director, HomeTown
With so many gorgeous new creative assets to choose from, Everclear began writing, designing and arming the sales team with a series of sales enablement tools, sales presentations, brochures & datasheets.
HomeTown One-Pager & Sales Presentation
Everclear designed, illustrated, developed and wrote new content for HomeTown’s website to demonstrate how HomeTown makes it easy for K-12 schools and colleges to seamlessly transition from cash and paper to digital ticketing at no cost.
"I love the new HomeTown website! It provides an exceptional experience on both mobile and desktop. Great work, team!"
To support HomeTown's coast-to-coast, in-person event schedule, Everclear designed a modular 10' x 10' and 10' x 20' trade show booth presence, after sourcing a local trade show booth vendor with warehouse space near HomeTown's Ohio headquarters.
10' x 20' Trade Show Booth Design
10' x 10' Trade Show Booth Design
HomeTown Banner Stand Graphics
Everclear scripted, storyboarded and produced a short demo video to quickly educate prospects about the ease of use of HomeTown's digital ticketing platform, while finding the perfect voiceover artist to serve as the friendly, warm and welcoming voice of HomeTown.
HomeTown continued its rocket ship ride over the next 24+ months, growing from 50 employees serving 3,000 schools to more than 200 employees serving more than 15,000 schools, ticketing more than 200,000 events nationwide each year.
From 3,000 to 15,000+ Schools
From 50 to 200+ Employees
in Growth Capital raised
Acquired one of its competitors
"Everclear played a key role in the early days of HomeTown's journey, helping us re-position, re-brand and differentiate from our competitors to help our team reach as many schools as possible."
Chairman and Former CEO, HomeTown