Increasing Brand Relevance

USA Volleyball (USAV), the national governing body for the sport of volleyball in the United States, wanted to more effectively engage its members nationwide. With youth players – girls and boys ages 12-16 as its primary audience – and parents/coaches as a secondary stakeholder, we developed a digital engagement tool that raised awareness of the USAV brand and increased the organization’s relevance to both audiences.

Leveraging data-driven insights regarding Gen Z – including media consumption, preferences and habits – we developed a digital magazine that effectively communicated with players, parents and coaches while maintaining message integrity and elevating perceptions of brand value. USAV garnered a stronger connection with members throughout the country and created a tool that improved its ability to gain critical insights into member engagement. The end result is a dynamic digital experience that increased brand relevance and perceptions of member value.