The Brief
Stand-up paddling racing within the United States lacks a universal community that racers can be a part of. USA SUP seeks to launch itself as an organization that unites the SUP community, as well as provides any resources for competitions, equipment, training camps, and more. The goal of this campaign is to drive people who have participated in races (or plan to) to sign up and become paying members of the organization.
Research & Ideation
We were provided with the information that the audience can be segmented into two parts. The primary audience consists of people who are interested in the competitive side of the sport, participating in races and other events. The secondary audience consists of those who may dabble in racing but may be more interested in the community and the mental/physical health benefits of the sport.
Looking at USA SUP’s website, it currently only shows announcements of upcoming racing events as well as photos from previous races. They also provide some resources and other news about the sport. There seems to be little of USA SUP’s presence on social media, and if there are, it is very minimal. There is a page on becoming a member and what it takes to be in certain rankings.
From this research, we decided we wanted to focus on raising brand awareness for the organization. Our overall tagline, “Standing United & Proud,” emphasizes the idea of community within the sport, but also encourages people to compete.
Instagram Mockup Posts
Deliverables
We plan to create a multi-post social media campaign for this brief, full of compelling, engaging, and creative content. We created "Standing United & Proud" as the tagline. These posts are centered around the tagline, encouraging the audience to sign up for membership as well as participate in racing events. We also plan to have monthly video montages filled with submissions from the SUP community, recapping what has happened in that month, such as practices, past competitions, etc. These video montages will ultimately serve as a way to push the secondary audience to begin getting more involved in the competitive side of the sport.
The following presentation outlines will include mockups of what this campaign will look like.
USA SUP Pitch Deck
