REBUILDING THE UNION CHANNELS
Taking over the club’s social media channels in November 2018, my only direction was to do a 180º on them. There were plenty of wants with no clear goals, plenty of posts with no real strategy, & no understanding our fanbase or how to engage them. Ultimately, and obviously, social media should not only be fun, but social. You create engaging content by listening to, talking with, & involving your fans.
DID IT WORK?
There were negligible increases in budgeting, staff, or other resources between 2018 & 2020. Even with these restrictions, I was able to rocket our KPIs by developing & implementing digital strategy, voice, use of analytics, & a concerted effort towards social-focused creative.
MLS ACCOLADES
In 2016, several league insiders had little good to say about the Union's front office. No digital presence, no strategy, no voice, no brand, no CR platform. The Union had no identity. Fast-forward to 2021, those same people had a much different tone when talking about the Union:
"Talk to Philly if you're seeking guidance on branding, digital, broadcast or Foundation."
Often highlighted in league-wide meetings discussing voice, strategy, & digital creative, the Union earned Digital Team of the Year in 2022 by executing the strategy & voice I built during my time at the helm. In 2021, the team notched the best-selling kit in their history and MLS Retail Team of the Year - surrounded by digital campaigns that I not only strategized, but also designed and fully executed.