My Role:
Client Management
Category Research
Consumer Research
Survey, Interviews
Strategy, Creative briefs
Creative Ideation
Journey Mapping
Communication Roll out
Brand Audit
Launch & Market Event-Live Client
My Creative Team:
Lindsey Evans (Art Director)
Meg Monroe (Experience Design)
Eli Reece (Copywriter)
Ask: Help launch and market the inaugural SLAM Live event to the 17-25 year old audience
Problem: The current space where one can find all the cultural hoop elements for basketball culture enthusiasts to exist and interact with each other is currently only online
Solution: Slam Live will need to be the culmination of everything basketball culture is to its enthusiasts. Create an authentic communal hub that illustrates the growth of the game from concrete to hardwood, from discord to reserved spot in the queue all while illustrating what it means to be a modern hoop fan today and staying true to the cultural roots that built its hype.
Background:
SLAM was originally as a magazine that solely focused on everything around basketball and it's culture at the time in 1994, by former ceo Dennis Page.
He wanted to be as authentic as he could to the game so the whole tone and voice of the magazine was influenced by how the actual players spoke when on the court —as a way to authentically tell the tales of the game -- basketball was a popular game to play among those in urban cities-the place where future pro players started their cinderella stories to come up and play with the pros; NBA, college, internationally.
As the decades rolled through we saw the basketball culture grow in other categories but also the shift in how the fans consumed it, so of course SLAM evolved, establishing social channels and content talking to the fans through the different elements of the game
THEY EXPANDED THEIR SOCIAL PRESENCE AT THE SAME RATE OF THE CULTURE: SLAM Kicks, League fits, HS-CollegeSLAM, SLAM Goods
In 2018 looking to follow their mission of respecting the game -looked to grow the hype of basketball and continue to tell the players stories from beginning to end they set up SLAM SUMMER CLASSIC -top hs athletes come play no rules, just show off your game/just ball
A live event that consists of a fusion of Hip-Hop and basketball with the inclusion of fashion, art and entertainment
AKA basically what the magazine been embodying all these years
Hoop Culture Enthusiasts:
Gen Z, Digital Natives,
Students or first years out in the real world
Found the culture/game through different elements of the game not necessarily playing it: hoop, fashion, music
What Do Hoop Enthusiasts Value from the Culture:
Insight: The current space of basketball culture lore only exists online, and these enthusiasts believe basketball and its cultural ecosystem as more than a game, a jersey, or record
Opportunity: Because these Hoop Culture Enthusiasts are craving more experiences of the culture than what is currently available online, SLAM needs to create a space where they can leave their screens and have their full cultural experience, in person, IRL.
Vision: Slam Live will need to be the culmination of everything basketball culture is to its enthusiasts. Create an authentic communal hub that illustrates the growth of the game from concrete to hardwood, from discord to reserved spot in the queue all while illustrating what it means to be a modern hoop fan today and staying true to the cultural roots that built its hype.
Manifesto
Visual Branding Thought Starters
How to Reach Fans:
--- in person where they frequent most (parks, local restuarants, gyms)
--- social channels-look to show up and engage with them on their feed (based on keywords & trends that are gaining popularity)
--- virtually showing up in spaces they frequent and hang out
Communication Marketing and Roll Out
Consumer
Journey
& Roll out Phases
Creative Tactics
Creative Tactics
Microsite Mockup
Creative Tactics
1. Established a New Form of Revenue Stream
SLAM Live presents an opportunity for SLAM to establish a new revenue stream by creating a unique, highly desirable event that appeals to the target audience.
SUCCESS
2. Increased Brand Recognition
3. Diversify the Brand's Offerings
4. Strengthen Relationships with Key Partners
By launching SLAM Live and targeting a new audience, SLAM has the potential to significantly increase brand recognition and awareness, helping to establish the brand as a leader in the basketball and hip hop spaces.
By creating an event that combines basketball and hip hop, SLAM can diversify its offerings beyond just print and online media, potentially attracting a new audience and driving additional revenue through partnerships and sponsorships.
By partnering with key brands and influencers in the basketball and hip hop spaces, SLAM can strengthen its relationships with these partners and potentially open up new opportunities for collaboration and growth in the future.
