Launching a women’s soccer team in Ballard.

Written By Jenny Begley

Challenge

Develop and launch the brand for Ballard’s first amateur women’s soccer team. Build brand awareness, community engagement, and excitement to support ticket and merch sales.

Strategy

Celebrate the vibrant community in Ballard, and honor the legacy of women’s soccer in Seattle. We positioned the team as the premier pathway for women athletes to grow and for community members to enjoy competitive women’s soccer in a fun and accessible environment.

Execution

A comprehensive, phased brand campaign that spanned live events, earned media, advertising, and digital content. In Phase 1, we introduced that a USL W team was coming to Ballard, leveraging the star power of the club’s ownership group to build excitement among potential supporters. In Phase 2, we launched the “This is Where” campaign, which unveiled the new team name and brand as Salmon Bay FC — a hyper-local club dedicated to growing the future of women’s soccer in Seattle.

Result

  • 1.3M impressions across traditional and digital media, including mentions from influential reporters and leaders in the Sports industry

  • 2.7K Instagram followers within 48 hours (12x industry benchmarks)

  • 75% of available season tickets sold within two weeks

Video Credit: Ballard FC, Chris Shreve

Photo Credit: Ballard FC, Blake Dahlin

Jenny Begley
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