01 — Project details
Copywriting, Content Creation, + Social Media Management
In 2022, I had the pleasure of helping launch a brand-new hockey league. The challenge: Establishing a unique brand voice across all written materials, and ensuring that voice resonated with diehard hockey fans. That became the foundation for all my work spanning copywriting, social media management, and email marketing.
02 — Creative process
To write for hockey fans, you have to become a hockey fan. I dove headfirst into the sport, consuming any and all content I could to grasp the voice of a true "rink rat."
The Patrick Cup
In case you haven't heard, our league is new to the hockey world. But if there's one thing we know, a one-of-a-kind hockey league needs a one-of-a-kind cup. That's where The Patty comes in.
Named for our absolute legend of a commissioner, Craig Patrick, The Patty will be awarded to the 3ICE season champions. Since this is quite the honor, we put a lot of thought into what Patty would look like.
It all started with sketches. Simple, flat drawings to help us land on the right size, shape, and silhouette. Once we felt we had the essence of Patty down, we moved on to full 3D renderings so we could get a look at him from every angle. Finally, these renderings made it to the skilled engineers who brought him to life.
From over 18 hours of 3D printing to create the mold to carefully sanding and electroplating the actual cup, we made sure each step was taken care of thoughtfully and thoroughly. That's what Patty deserves, after all.
We can’t wait for the day when Patty is hoisted by the 3ICE 2022 season champions and our new tradition begins.
Branding on Social
With the right strategy and tactics, we were able to generate brand awareness, sell tickets, and create a loyal fanbase for the league in the span of one season.
+2,426%
increase in audience across all social platforms
60,000+
visits to the league website on game days
230,000+
organic engagement across all social channels
10,000+
new subscribers added to newsletter lists