Next 11 Academy
This case study highlights how Next 11 Academy doubled player registrations and achieved over 100,000 video views across social media platforms. By leveraging a compelling 3-part video series and high-quality content, the Academy strengthened community involvement, attracted sponsorship interest, and solidified its position as a leader in youth sports.
Case Study
Next 11 Academy – Building a Brand Through Content
Challenge
Next 11 Academy, a youth soccer program, needed to increase its visibility and attract more players. Initially, they relied on word-of-mouth referrals and lacked a content strategy to engage their audience. The program also faced challenges in showcasing its unique value to the local community and potential sponsors.
Solution
Beyond the Focus Indy partnered with Next 11 Academy to implement a comprehensive content strategy. This included producing high-quality photos and videos to engage parents, players, and the wider community, as well as increasing the program’s social media presence on Facebook and Instagram.
Key Initiatives
1. Revenue Generation Through Photography
- Introduced the PhotoPass program, allowing parents to access professional-quality photos of their kids during tournaments for a fee.- Captured high-quality action shots and candid moments during games.
2. Content Creation for Social Media
- Produced 10 videos for Instagram and Facebook, including highlights, tournament showcases, and the park unveiling event.- Videos achieved consistent engagement across both platforms, fostering community interaction.
3. Large-Scale Promotional Campaign:Overview:
This 3-part video series was designed to highlight Next 11 Academy’s mission, future plans, and founder’s story. The videos targeted specific audience groups, including current families, prospective players, sponsors, and community leaders.
Video Details:
1. Part 1: “The Beginning” – Highlighting the Academy’s Origins
- Focused on the Academy’s founding story, values, and mission.
- Tamba provides insights into the increase in athletes, the expansion of teams, and ways for the community to get involved.
2. Part 2: “The Future” – Featuring Plans for New Facilities
- Highlighted exciting developments, including new Kields, a community center, and indoor soccer facilities.
- Used 3D renderings of the planned spaces, combined with testimonials
from coaches and local partners.
3. Part 3: “Get to Know Tamba Samba” – The Founder’s Journey
- Shared the inspiring personal story of Tamba Samba, the founder of Next 11 Academy.
- Focused on his journey from player to coach, and his passion for creating opportunities for youth.
Social Media Performance:
1. Instagram:
- Total Views: 6,157
- Average Views per Video: 616
- Engagement: 180 likes, 23 shares
- Most Popular Post: The park unveiling video with 878 views and 34 likes.
2. Facebook:
- Total Views: 97,856
- Average Views per Video: 8,155
- Engagement: 284 likes, 95 shares, 7 comments
- Top Performer: The “Future Facilities” video achieved 39,000 views, 16 shares, and 1 comment.
Meaningful Impact:
- Community Engagement: Parents, coaches, and local leaders shared and commented on the videos, demonstrating strong emotional resonance.
- Inquiries and Registrations: Following the campaign, inquiries for enrollment increased by 25%, and registrations for new players doubled compared to the prior year.
- Broader Reach: The series positioned Next 11 Academy as a local leader in youth soccer and a vital part of the community, fostering ongoing engagement beyond the campaign’s end.
Conclusion:
Through a combination of photography, videography, and storytelling, Beyond the Focus Indy positioned Next 11 Academy as a leader in youth sports and a vital part of the local community. The campaign not only increased visibility but also fostered greater community engagement, laying a strong foundation for future growth and partnerships.
