Dana Hills High School Football
United by family, rooted in community. Founded in 1973, Dana Hills High School Football is a program deeply embedded in the communities and hearts of Dana Point, Laguna Niguel, and San Juan Capistrano.
Before
Parent volunteers cycle through the program as their children move on or graduate. Critical off-the-field activities like branding, marketing, and fundraising also cycle through the program as volunteers come and go.
After
From a branding perspective, treating the Dana Football program as a college or even NFL-level organization served the team and community well.
Between 2021 and 2024, the team's size and budget tripled. The team delivered its best four-year record in its 50-year history, won its first league championship, and was now a leading contender as a destination for aspiring, competitive high school football student athletes.
Hometown heroes
There’s nothing quite like Friday night lights. A dramatic elevation in the brand created community excitement and added momentum to the team's winning ways. The website featured game highlights from current and former players, coach and player bios, volunteers and partnership opportunities, and the lifeblood of every high school program—fundraising. The fundraising was not simply a humble ask for money, but the Dana Football brand compelled the community to become involved and gave local businesses and government a team to get behind.
Know your audience
Dana Hills High School is part of an active community. Shops, restaurants, car shows, and summer concerts in the park are all part of the local lifestyle. We created merchandise that spoke to the entire school and community by dropping the word “football” from Dana Football, opening up the customer base to people beyond football families. With careful consideration, we coined the phrase “DANA LOVE” and partnered with a local brewery. We hosted pre-game parent social events and created a beer under the DANA LOVE name that donated a percentage of proceeds directly to the football program.
"Jonathan's ideas and vision for our brand elevated our program from day one. Given the competitive landscape of high school football and students' options regarding schools to attend, I feel our image gives us a competitive edge in attracting current and future players, coaches, and sponsors."
Tony Henney / Head Coach, Dana Hills Football
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