Live Client: Brand Awareness

Bald Top Brewing Co.

Richmond Kickers

Live Client: Engagement and Experience

The Goooooal!

Increase fan engagement and game day attendance

Background: 
The Richmond Kickers is a Division 3 professional soccer club that started in 1993. This makes them one of the oldest continuously run clubs in the country. After struggling both on the pitch and off it (financially) in what is now USL Championship (D2), the Kickers have returned to the third division in what is the inaugural season of the USL League 1. With the restructuring and rebranding of the United Soccer League (USL), the Richmond Kickers were eager to capitalize on this - going through a change in leadership themselves - and start a new era for the club. 

Interaction

Richmond

Community

Atmosphere

What I Found

I conducted 1-on-1 and group interviews, distributed surveys, led a focus group, and countless hours of secondary research to find out the Richmond area's level of interest in soccer, the Red Army and fan experience with the Kickers, and what should be continued or improved upon.

Richmond

01

Community

02

Atmosphere

03

Interaction

04

Strategy: 
Create a personal connection with the Kickers based on approachability, common interest, and personal involvement.
Positioning: 
The Pro's Next Door

Extend the community

Connect with the community

Extend the community

Connect with the community

Stand Up

for Richmond!

All work was completed by me 💁🏾‍♀️👌🏾