Girls Sports Initiative

National Brand Communications Manager | i9 Sports

--A national campaign I created to get more girls playing youth sports.
Increased registrations by 15% and generated more than $500,000 in revenue through the initial launch.
-Campaign was featured on the "Welcome to the Party" podcast with with Billie Jean King, Abby Wambach, and Julie Foudy.
-Led all marketing for the overall initiative as the department stakeholder.
-Helped reinforce i9 Sports’ mission of creating positive, inclusive youth sports experiences for all kids.

Girls quit youth sports by age 14 and at twice the rate of boys.

i9 Sports wanted to help close the gap between girls and boys in our own programs as well as youth sports in general.

When girls play sports they gain confidence, strength, and life skills that empower them to reach their goals on and off the field.
Gain Confidence.
Gain Strength.
Gain Life Skills.
Gain a Passion.
Gains are for the Girls!

1. Survey our current players' parents to find out why their daughters play sports and how we can encourage them to keep playing.

2. Work with stakeholders from each department to improve our youth sports programs for girls based on the survey results.

3. Create a national omni-channel campaign that highlighted our new girls-focused youth sports programs that make girls feel they belong.

-Over 1500 survey responses

-A nationwide campaign to promote our survey results that helped prove our co-ed and girls leagues offer the supportive youth sports environment girls and their parents are looking for.

The omni-channel campaign included:
- The survey and analysis of results
- 6 weeks of social media teasers to launch the survey results and the campaign message
- CTV ads
- Email campaign
- PR push for B2B (franchise development) and B2C outlets
- NIL influencers
- New marketing assets for franchisees such as flyers, on-field signage, promo items, and merch

Gains are for the Girls Campaign Page