NFLPA | YOURPAF.COM
CREATING A PLATFORM TO INSPIRE & SUPPORT FORMER NFL PLAYERS
Image Credits: Imgkid
It’s one thing to have your work evaluated by a CMO, but when it’s a room full of Superbowl winners and case workers staring at you, one gets an interesting glimpse of what an on-field huddle might feel like.
The sport America loves to watch represents thousands of lives lived inside and outside the locker room. I facilitated bringing the NFLPA's resource organization, the Professional Athlete's Foundation, on as a client and oversaw our team's content development effort.
Image Credits: Jenna Lykes
First I created the organization’s mantra, “Action Creates Opportunity" which would anchor the PAF's story, and position the platform as a playbook for life off the field.
Next, we went to work leveraging their grant process as a connection point. Part of the content strategy I delivered gave the PAF a way to turn media coverage of the league and lifestyle content into an asset for program discovery.
The result: A first-of-its-kind hybrid publishing platform and resource directory.
I provided PAF with editorial style guides, source lists, and simple publishing plans that kept the platform fresh and intriguing. By calendarizing their programs to reflect the league's seasons, I helped them establish an intuitive posting schedule and an achievable workflow.
YOURPAF created a groundswell of activity among players, former players, and their support networks. Rather than offer them another PR platform, we gave players a way to get caught up on the news and discover resources that could change their lives.
Beyond being a gratifying collaborative experience, it was pretty damn fun to create something inspiring for NFL players and their families.
Team
Creative Director: Jeff McWeeney
Strategist: Sam Devlin
Content Strategy & Messaging: Me
Account Director: Lori Supsic
Art Direction: Sean Wallace
Brand & Design: Joel Hollander
UX: Jenna Lykes
Agency: Pappas Group