Knowing we needed to get past current and hardcore rugby fans in order to reach ticket sales goals, we focused major efforts on audience segmentation and testing.  No assumptions about who is most likely to attend a rugby match were made, and a strategic testing plan was set in motion to ensure we could gather purchase patterns by audience and take that information to future matches. Context versus audience targeting was also worked into the plan, to further ensure we covered all bases in our plan to educate all of San Diego about the Legion and their home season.