Client Challenge:
Help a professional sports team evaluate the opportunities and challenges of expanding their market to a region and building a bigger base, including multiple cities, schools, and youth sport participants.
Project Summary:
We began with an assessment of the sports’ growth trajectory, the density of the region’s sport teams, and existing youth programs. New governance structure alternatives were evaluated and we provided recommendations on branding, building community, brand, revenue, sport, and gameday excellence. Fan research was fielded and from that we developed a new team brand and identity system which was launched the following season. In the second phase of the engagement, we developed region, city, and school team-engagement programs and a contact database. We are now developing the go-forward strategy for the organization including a new technology base to enable deeper community engagement.