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Youth Sports Nonprofit Marketing Case Study.

<a href="https://www.thefirstteeseattle.org/" target="_blank" rel="noopener noreferrer">The First Tee of Greater Seattle is the local chapter of a youth development organization introducing the game of golf and its inherent values to young people.  At The First Tee, kids and teens learn more than just how to play golf. They also learn life lessons and leadership skills from a curriculum developed by experts in youth development, golf, and coaching, integrating golf and character-building activities into each lesson.

The organization relies largely on its social media presence to attract new audiences, promote events and maintain public awareness of the brand. But like many organizations in the nonprofit, it lacked both the resources and expertise to manage this in-house. So they came to 1205 with a need for additional resources to help them grow their audience on social media, to be more effective overall in their ultimate mission.

“The 1205 social media team is responsive, engaging, and easy to collaborate with. They’ve worked hard to understand The First Tee’s mission and translate that through our social channels.” 

The first step in building a cohesive social media strategy is defining the organization’s  voice and objectives. Once we had a clear picture of the goals, 1205 developed a workflow for the organization that would allow them to turn their existing program calendar — a series of seasonal instruction periods and other events — into an effective content engine.

We embedded directly with the organization’s management team, training staff to identify and capture on-brand content. Next we created a collaborative workflow to help aggregate and normalize the myriad of contributing voices. Lastly we created a measure strategy for understanding what impact these efforts had and understanding how we could improve.

Engagement

Telling the Story

We embedded directly into the organization’s management team assuming control of all social channels including regular posting and engagement with participants, parents, volunteers, donors, and others. Our team worked collaboratively with The First Tee to craft intimate stories about the organization, its mission and the positive impact it’s had on participants and volunteers alike. 

Using interactive stories, multimedia assets and short-form copy, our team helped the nonprofit develop a social media voice that resonated with fans. The First Tee earned shared media from both its parent organization as well as major names in the Golf world including PGA and WPGA tour champions.

On a black smartphone, an instagram post features a carousel of featured pictures from tftseattle with visible engagement and a long description of the post.

A Structured Approach

With the goals, workflow, and measurement strategy in place, we were able to start building multi-layer campaigns. To do it we leveraged a proprietary editorial calendar that allowed TFT team members to get at-a-glance at upcoming content and manage the overall marketing mix.

On a laptop computer, there is a schedule calendar populated with scheduled social media marketing maintenance. In a blowup grey box, Facebook, Twitter, and Instagram statistics are encircled by dynamic circles with ranges of statistical data visualized.

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