Athleta

Case Study

Problem:

As a Partnerships Development Manager at the Cleveland Cavaliers, I developed an integrated marketing partnership with Athleta, a brand expanding its footprint throughout Northeast Ohio and the Midwest. Analyzing Athleta's market positioning, I identified a need for increased brand awareness and market recognition. For example, Athleta may want to partner with the Cleveland Cavaliers to reach a target audience interested in fitness and wellness. Through this partnership, Athleta can leverage the Cavaliers' brand equity and promote its products and services, host fitness-related events, or engage in other activations that advance its objectives.

Solution:

To address this need, I proposed an integrated marketing partnership highlighting Athleta's mission, "The Power of She," and the brand's focus on female athletes and empowerment. Leveraging Rock Entertainment Group's portfolio of teams, including the Cleveland Cavaliers, I developed a partnership that capitalized on International Women's Day and March as Women's History Month to create a comprehensive marketing campaign that included game day sponsorships, social media campaigns, PR, community engagement, and more.

Results:

• Positioning
• Messaging
• Content Development
• GTM Strategy
• Campaign Development
• Stakeholder Management
• Partnerships

e.g., The Brand Partnership Pitch Video