NY Red Bulls Soccer
Rebranding New York's Soccer Team
Rebranding New York's Soccer Team
While working for Gilmore Group, a design and branding firm based in New York City, the company was approached by the New York Red Bulls Professional Soccer team to develop a marketing and branding campaign. As lead designer, I led a team in the research, development, media strategy, and campaign inception of the project. The goals were to increase stadium attendance while building overall brand awareness in the greater NYC area. Through market research and soccer fanatic study, three campaign concepts were developed complete with imagery, media buy strategies, and impression analysis.
While working at a branding and architecture firm in New York City, our firm was approached to develop a marketing campaign for the newly acquired New York Red Bulls Professional Soccer team and its upcoming season.
Working directly with our marketing director, I helped lead the project first by identifying key target market components and building profiles based on research and common professional market surveys.
Our analysis led to the development of a three phase campaign with various incentives and events, concepts, and media buys that would be introduced throughout the season to increase awareness and fan attendance.
In order to effectively develop our media buy packages for each campaign, an in-depth analysis was conducted that identified key media buy options that would gain the most impressions from our target markets. Due to the distance of the Soccer Stadium from central New York City, the options and diversity were far greater than expected.
In the end, a campaign was developed that would greatly increase the fan attendance and overall team awareness within the NYC and NJ areas. Our overall campaign was presented with various options to the client in order to convince them of the need and overall success each campaign would result.
As part of the core project team, I was directly responsible for some of the concept and imagery development that each phase of the campaign would utilize. Shown here are some of the concepts developed for the NY Red Bulls.
