MEDIA PLANNING

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AUDIENCE ENGAGEMENT

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BRAND IMAGE AWARENESS

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MEDIA PLANNING + AUDIENCE ENGAGEMENT + BRAND IMAGE AWARENESS +

Case Study: Play4More

The Context & Challenge

Play4More, a soccer-based nonprofit, needed a plan for brand engagement, awareness and a new image in order to grow its audience. Although its mission was clear, Play4More’s inactive social media channels, lack of engagement opportunities, and nonspecific messaging made it difficult to achieve this wider reach.

The Mission

Working alongside Play4More, we set out to:

  • Develop a social media strategy guide for both paid and organic social media platforms. Created to effectively engage its target audience and serve as a guide for Play4More’s in-house social media manager.

  • Begin the process of brand reimaging for brand awareness by specifying brand messaging and visual appeal to grow audiences and highlight the brand image.

  • Provide strategic website development recommendations and serve as a blueprint for the creative direction of the site.

Mood board presented to client

Website sitemap

Our Approach

We met with Play4More leaders to discuss the organization’s start, values and expectations for our partnership. With this information, we conducted market research and focus groups across a variety of subjects. This research, paired with what we knew the organization wanted, made it clear that Play4More needed a strong strategic plan, an outline for engagement opportunities and a website and brand refresh.

To revitalize Play4More’s brand engagement, we organized a strategic marketing plan and engagement outline. The strategic plan included our research, organizational insight, a SWOT analysis and strategic tactics, alongside other content supporting Play4More’s core values. Because Play4More has connections with Abilene Christian University through its founder, we highlighted potential social media and on-campus opportunities to build in-person relationships. We also created a social media strategy guide outlining best practices for engagement and how to measure ad metrics effectively.

To freshen Play4More’s brand image, we began with a website update. We developed a visual sitemap to show how the site could be structured for easy navigation, with summaries explaining each page’s hero section, goals, elements, design and rationale. From there, we designed a new logo with Play4More’s mission in mind. Inspired by European soccer branding, the logo needed to be sleek, cohesive and reflect both the organization’s international and nonprofit focus. Using a mood board, sketching, and client feedback, we refined and finalized a logo that delivers a fresh, unified brand look.

The Impact

  • A strategic plan for future endeavors: Using market research, focus groups and metrics, we created a plan highlighting how Play4More could succeed with audiences.

  • An intentional focus on connection: To increase engagement, we put together a social media proposal and an outline for on-campus opportunities, providing methods for ongoing connection.

  • A brand image perfect for the mission: We crafted an eye-catching, engaging brand image complete with a new soccer-inspired logo, website updates and media templates—tools for growth and opportunity.

Moriah Moerdyk

“One of the primary challenges was developing a logo that felt both unique and authentic to Play4More’s mission. Balancing the identity of a sports-focused brand with a strong humanitarian message required thoughtful creativity and strategic design decisions from the team. I hope that our work to increase engagement and connection across their social media platforms and website ultimately helps the organization reach and inspire a wider audience.”

M+M Account Director

Final Thoughts

Play4More started with a strong mission, but it needed specific resources to truly engage audiences and support its nonprofit. Not only did this project highlight Play4More’s underlying pursuits, it allowed us to learn into what makes an organization unique. We pulled back almost every layer of Play4More’s brand to renew its image into something that aligned with market values while still holding true to its core values. While engagement, connection and image were our main tasks, we had the chance to participate in creating a new platform for a new type of nonprofit. 

Ready for What’s Next?

Looking to build a stronger brand identity or develop a strategy that connects with your audience? Get in touch with Morris+Mitchell—we’d love to help you craft a meaningful, impactful presence that supports your mission.

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