Attaining Nearly
$5.5 Million Worth of Media Coverage
OVERVIEWBringing professional soccer to the region required a multifaceted communications strategy for an impactful launch. USL Arkansas came to AM Group to develop this plan, which resulted in media coverage worth an advertising equivalent of $5.6 million. In this case study, we’ll break down how we helped USL Arkansas set the stage for a positive and lasting state presence.
The USL Arkansas launch aimed to make a resounding impact in Northwest Arkansas, heralding the arrival of professional soccer to the region. AM Group was tasked with raising awareness about USL Arkansas, generating media interest, and fostering positive community partnerships.
OBJECTIVE
CHALLENGES
Capturing Northwest Arkansas’s attention called for a robust communications strategy designed to engage the media, stakeholders, and the community at large. To achieve this, AM Group set out to create an unforgettable event that emphasized positive community impact and positioned them as a key player in the local sports scene.
SOLUTION
Our agency sought to maximize the impact of the official release with a comprehensive press kit. This showcased the United Soccer League’s partnership with USL Arkansas and included FAQs, the stadium renderings and plans, and key stakeholders. We also leveraged partnerships with NWA Business Journal, 5 News, and Northwest Arkansas Democrat-Gazette to create an embargoed media kit, giving them an exclusive first look and time for interviews.
Execution
Press Kit
Our team compiled a comprehensive press kit with information about USL Arkansas, its mission, stadium plans, and envisioned impact on the community. The press kit served as an essential resource for media engagement.
Immersive Press Conference
The press conference at the stadium site was meticulously orchestrated, creating an immersive experience for over 20 reporters and more than 70 stakeholders and community partners. The event provided a platform to unveil USL Arkansas to the public, generating excitement and media attention.
Exclusive Media Partnerships
By forging exclusive relationships with prominent media outlets like the NWA Business Journal, 5 News, and Northwest Arkansas Democrat-Gazette, we ensured extensive media coverage and highlighted the event's significance in the community.
Community Engagement
To strengthen community ties, we engaged with local stakeholders and non-profit organizations, forging meaningful partnerships that highlighted USL Arkansas's commitment to the community.
Results
The USL Arkansas launch surpassed all expectations, achieving remarkable results:
Media Coverage
A total of 230 articles were published, reaching 289 million unique readers. The media coverage resulted in a journalist reach of 89,825.
Advertising Value Equivalent (AVE)
The media coverage yielded an estimated total advertising value equivalent (AVE) of $5.6 million, underscoring the substantial impact and value of the communication efforts.
230 Articles Published
289+ Million Readers
89k+ Journalist Reach
$5.6 Million AVE
Conclusion
The success of the USL Arkansas launch exemplified the power of strategic communication, media engagement, and community partnerships. Our agency's efforts, backed by impressive metrics and an estimated advertising value equivalent of $5.6 million, played a pivotal role in establishing USL Arkansas as a prominent and respected entity in the Northwest Arkansas sports landscape. The overwhelming media coverage and positive community perception set the stage for a promising future for USL Arkansas in professional soccer, solidifying its position as a leading sports organization in the region.