The Florida High School Athletic Association is the governing body for high school athletics in the state of Florida.

 

• Content Development    • Content Marketing     • Graphic Design    • Newsletters

 • Press Releases    • Social Media Management    • Media Relations    • Crisis Communications    • Staff Training    • Messaging

 

Challenge

They needed help with their brand image.  The FHSAA was finding itself playing defense too often – staff was operating without a strategic communications plan and situations were popping up that could have been avoided.  So the FHSAA came to Moxē to fix that.

 

We had to turn their messaging and media management around and move away from just responding to inquiries - So that’s exactly what we did.

 

Strategy

Our first move- get ahead of the game by identifying possible crisis triggers and establish an internal and external communications plan.  At the same time, develop a strategy that pushed out positive stories which position the FHSAA as the premier organization committed to educating its membership and the public on the importance of participating in high school sports in Florida and the values it instills in students. Then manage the message through social media.  We also created an editorial calendar that engages more users with stories of success and leadership.

 

Our creative team redesigned their email newsletter and our digital marketing department implemented interesting content that enticed more people to read.  Additionally, we developed a customer service platform that we trained their team to use.

 

The FHSAA has also asked us for help with their sponsorship sales.  So we put our creative and brand development team on that and updated their sponsorship sales deck and consulted on strategy.

 

Handled

As potential issues pop up, the FHSAA now has a crisis communications plan. And they also have a direct connection with their audience through their social media channels-- the numbers speak for themselves. The engagement per Instagram post TRIPLED in the first month we managed their account and the click-rate on calls-to-action in their email newsletters increased by 8%.  We laid the rest out in the pretty pictures below.

 

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