Nonprofits
High school football. Yup, Friday Night Lights. In 2021, I stepped back into a high school stadium for the first time since the early ’90s. The lights were bright, the music was pumping, and the energy felt like a streamlined version of the NFL. This time, our son was on the field. As freshman parents, we dove in—meeting people, volunteering, and making the most of this new chapter.
I volunteered from 2021 through 2024, eventually serving as booster club president in 2023 and 2024. And yes, the former president and I remain good friends to this day.
As a branding and marketing professional, I saw an opportunity to elevate the program’s presence and reach. The school had a new head coach who was redefining the team’s culture, and his leadership was, and still is, instrumental to its success. I rolled up my sleeves and got to work: redesigning the website, launching a formal email marketing program, enhancing our social media presence, and deepening community engagement.
We quickly became a football program, or family, that local businesses, government, and parents were proud to be a part of.
Year One: First playoff appearance in more than a decade.
Year Two: Moved up a division and made another playoff run.
Year Three: First league championship in school history.
Year Four: The winningest season the school had ever seen.
In less than four seasons, we transformed from a lovable underdog into a history-making powerhouse.
My point? The coach, his staff, and the players did all the work on the field—and earned every victory. There’s no question about that. But rebuilding the brand amplified their efforts. It created a wave of community excitement, attracted highly skilled coaches, and drew the attention of talented players who chose to transfer into the program. It built a fan base of middle school athletes eager to wear our colors and brought in sponsorship dollars—the lifeblood of any nonprofit. We even coined a phrase and partnered with a local brewery to create a seasonal beer, with a portion of proceeds going back to the program (know your audience)! The brand’s reinvention didn’t just look good—it supported the team’s efforts, strengthened their position off the field, and helped make success sustainable. And it didn’t take a million-dollar budget to do it.
Check out the case study here.
If you run a business and your message isn’t this clear, I can help.
Not sure? Schedule a quick 15-minute call, and we’ll figure it out fast.
