Live Client: Brand Awareness
Bald Top Brewing Co.
Live Client: Engagement and Experience
Increase fan engagement and game day attendance
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.
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.
Create a personal connection with the Kickers based on approachability, common interest, and personal involvement.
The Pro's Next Door
Extend the community
Connect with the community