PROJECT SCOPE
SITUATION
Touch Rugby is a sport still in its infancy when it comes to popularity and participants in the United States. USA Touch needed marketing content to builds its brand and increase growth.
OPPORTUNITY
Touch rugby is an extremely popular sport in Australia and New Zealand with over 700,000 participants from elementary physical education class to competitive teams participating in world cups. With more younger athletes moving away from contact sports like Football, this created an opportunity for growth.
PROBLEM
In the United States, Rugby itself is relatively a new sport and touch rugby was seen as less desirable alternative similar to flag football to football. Most people didn’t understand that is a separate sport from Rugby, and is extremely competitive and provides opportunities to participate in world wide competitions.
GOAL
In Gear Marketing was to produce brand building videos and content by filming and producing content to promote national and international events.
2018 NATIONALS HIGHLIGHT
STRATEGY
We partnered up with USA Touch to cover their event and produce content that creates buzz and excitement for future events. We researched successful campaigns that had been done in other countries and strived to mimic parts of these campaigns and improve upon them where we saw possible.
STEPS:
- Establish Goals
- Research Successful Content in Other Countries
- Campaign Strategy
- Logistics & Scheduling
COURSE OF ACTION:
In Gear Marketing was to produce video edits that included but was not limited to event highlights, interviews, logo animation, etc. The content then would be pushed through social media, PR campaigns and email marketing.
THE SOLUTION
EXECUTION
With confidence in our strategy, we were prepared to produce new marketing content to create new buzz and increase sport participation, regional teams and leagues.
CONTENT PRODUCED:
National Tournament Content
We were to cover yearly national events and produce highlights and additional content to create buzz for the following year.
World Cup Content
We covered the USA Touch teams as they competed in the 2019 Malaysia World Cup, and produce content to be released beforehand to create awareness.
Logo Animation
Utilizing illustrator and after effects, we animated their logo to be used in PR campaigns and on marketing videos.
Key Interviews & Recaps
We captured key interviews with captains and coaches to recap games and progress in tournaments.
2019 MEN'S OPEN NATIONAL TEAM
Played during the auction to show families where King’s Way started, where they are now and their plans for the Future. Used to encourage families to donate and help build that future.
THE RESULTS
The marketing content produced for USA Touch was used in multiple effective marketing campaigns. The results included over 180,000 views and triple the membership
