Project details
The new owners envisioned making the Hendersonville Honeycrisps the best-supported summer collegiate baseball team in North Carolina. Starting from scratch, we built a new website, connected an online merchandise store, set up social media pages, and created regular communications with the fan base through emails.
Creative process
Starting with the website, I created landing pages, sponsorship pages, a blog, links to the Square-hosted merchandise and ticketing store, and online forms for fans to connect with the team. We posted regularly on social media to build hype, adding short video content to Instagram and TikTok. I segmented the emailing list and sent regular communications regarding promotions, community outreach projects, and kids clubs. The overall aim was to reconnect the Honeycrisps with their fans after years of inactivity and attract talented collegiate players to improve the team's on-field performance.
Our short video strategy has resulted in significant engagement, with some reaching 100k+ views
Honeycrisps games are regularly sold out, merchandise sales have tripled from the previous year, and cumulative social media followers have increased by 70%. This success off the field has translated to wins on it, as the team has made the ONSL playoffs.
12
sold-out home games in 2024
70%
increase in followers across all social media sites
43%
average open rate in emails and a 93% increase in attributable sales
+100k
viral video on TikTok