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The Background
National Pro Fastpitch (NPF) is the only professional women’s softball league in the U.S. Although the league has a solid reputation and offers excellent family friendly entertainment, the NPF was struggling to gain awareness with fans, the media and potential sponsors and investors.
The League was positioned for growth, but it
needed to increase visibility and exposure to make expansion an attractive investment for potential owners. The NPF had secured its
largest television deal to date — 16 games — and wanted to increase exposure through those games.
Our team was hired to help them maximize the League’s
marketing efforts on a limited budget. We focused specifically on social media strategy, team promotions and expansion marketing.
Our Approach
The NPF’s biggest assets are the players, several of whom have incredible star power and massive followings. However, there wasn’t a unified effort from the players to help promote their teams and the league on social media channels. We worked with the NPF to change this.
We provided the league and its players with weekly social media tips to help guide their efforts and drive awareness for specific initiatives. In particular, we focused on driving viewership for the NPF’s televised games.
We also worked with the League to offer up promotion ideas and campaigns for each of the teams to use to help drive attendance at games. Additionally, we developed collateral materials to help the league better market its
expansion teams as a good investment opportunity.
The Results
During one week of the social media promotion for TV coverage, we saw more than 700 tweets using the #NPFonESPN hashtag, which generated nearly 2.8 million impressions.
Thanks in part to the social media campaign, the League experienced strong television ratings, which lead to an even larger television deal with prime-time coverage for 2014.
Additionally, the expansion marketing materials helped better communicate the unique value of the NPF and the investment opportunities it presented. The materials helped secure a new team in time for the 2014 season.
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