Project Description

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.

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