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FC Tulsa Case Study
The Opportunity
Tulsa has a thriving soccer community, but its relationship with the legacy USL men’s soccer team, Tulsa Roughnecks FC, was rocky, hindered by ownership changes, periods of inactivity, and inconsistent performance. When the Craft brothers acquired the team in 2019, they knew they needed a fresh start.
How could we give this legacy soccer team a fresh start and help it gain new fans in its home city?
The Strategy
Armed with a new identity, the organization turned to us for strategic recommendations on marketing and brand positioning. The mission was simple but ambitious: increase awareness and affinity for FC Tulsa, win new fans, and, ultimately, sell tickets.
We took a multipronged approach to raising awareness and building anticipation through guerrilla advertising tactics, public signage, and a robust merchandising rollout. Our creative approach focused on connecting the multicultural diversity of Tulsa with the universal language of soccer in a way that reflected FC Tulsa’s ethos of inclusivity and community engagement.
The Results
Our work helped this team actually make a fresh start and, in 2020, turn around multiple years of falling attendance, even deep in the midst of the pandemic.
FC Tulsa Case Study
What We Did
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