The Brief: quakes in the east bay
New professional soccer club The Town FC partnered with the San Jose Earthquakes to host (promote and market) an MLS NEXT PRO regular season match between their Earthquakes II team and Austin FC II. The goal for hosting this match is to test market viability for professional soccer in the East Bay region.
the plan
With only two weeks to promote and market this match, the marketing efforts were focused towards the local community and local youth soccer clubs and organizations in the area.
With the timing of the match lining up with Back to School, We built our social and digital marketing campaigns around the theme. Each youth club and org we partnered with had a unique ticket link that they could send to their networks that would allow them to receive 50% of the ticket revenue that they're able to drive.
In addition to general promos highlighting the scenic location at Saint Mary's college where the match would be played, we also highlighted the youth orgs via dedicated "spotlight" posts through our social media channels
My Role
I was responsible for driving the creative direction of the social media campaign, working collaboratively with our graphic designer to produce social graphics that were attention grabbing and on-theme. I was also responsible for producing and editing all promo and recap content, and managing our outbound email communications.
Creative Direction
Content Production/Editor
Copywriting
Outbound Email Marketing
I was responsible for driving the creative direction of the social media campaign, working collaboratively with our graphic designer to produce social graphics that were attention grabbing and on-theme. I was also responsible for producing and editing all promo and recap content, and managing our outbound email communications.
Creative Direction
Content Production/Editor
Copywriting
Outbound Email Marketing
The Numbers
2,000+ in attendance
100k total reach across all channels
58.6% avg open rate across email campaign
100k total reach across all channels
58.6% avg open rate across email campaign
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