Challenge
Minnesota RollerGirls is arguably the most successful modern roller derby league. But when I joined in season 15, we couldn’t decide whether we were, at heart, sport or entertainment. We needed to maintain marketing momentum while making tough decisions about our identity.
Results
As the volunteer head of MNRG’s marketing committee, I sprung into action. I created the first fan survey in several years, so we could finally understand who was coming to our events and why. Armed with that knowledge, I originated events like Skate at a Brewery (in partnership with Modist Brewing), our first grassroots event with a predominantly Black audience (in support of black female high school athletes), and our first Pride event for LGBTQ athletes (in coordination with Lavender magazine). I also helped coordinate fan engagement at games—mascot races, fresh hashtags, new cheering sections!—and worked on a massive effort to rebrand our league to Minnesota Roller Derby.
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Client
Minnesota Roller Derby
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Website
https://www.mnrollerderby.com/ -
What I did
Research
Brand strategy
Event planning
Social media
Copywriting
