HOW TO PROMOTE & BRAND YOUR JUVENTUS ACADEMY
Juventus stands tall in the world of soccer, recognized both professionally and at the amateur level. The brand’s goal is to provide the benefits of soccer through their philosophy to kids all around the globe. Their focus has been and always will be the players, developing them as individuals more than as players. That is the key message all Juventus Academies need to communicate within their communities. In this blog we take a look at our experiences marketing the Juventus Academies of California’s Bay Area. How they adopted the Juventus name, implemented its philosophy, and created a common place for kids of all demographics to learn and develop.
As an academy under the Bianco Nero brand it's important to understand the essence of what makes Juventus, Juventus. The better you understand it, the better you can communicate it to your community. Soccer is the number one sport in the world, which means that there are a lot of academies out there who wish to be the top choice for training kids. The Juventus name and the brand its connected to is the number 1 differentiator. Parents respond very well to the brand's 3 goals for their players; to enjoy and share, be self confident and play fair, and to learn to win and lose with the same degree of dignity. With this in mind we set the stage to reintroduce the Bay Area’s academies to its community and expand their outreach to as many players as they could. Juventus Academies must grow with their community.
Having aving understood the brand, we began to develop our strategy with the directors at Juventus Academy Silicon Valley (JASV). We entered the picture about a month prior to their next tryout window. The goal was clear, to maximize the academy’s registrations for the next season. Our primary focus, brand awareness. We first focused on their online presence. This is a youth soccer club, meaning the decision makers are the parents, obviously. What do parents have a lot of? Questions. The academy needed a proper presence online that would allow parents to understand as much as possible about the place they would be sending their kids 3-4 times a week.
We rebranded their website to match the Juventus style and then used landing pages specific to academy events so parents would have a clear place to review when needing information. So we built a landing page for their tryouts. Then utilizing the new branding we focused on outreach and generating awareness to the website. We designed graphics, flyers, and banners for the academy to build awareness. We then used those materials in advertising and PR campaigns to reach potential members. By the time tryouts rolled in, the academy had tripled its registration numbers.
We pride ourselves on our long standing relationship with the Juventus Academy brand. In many ways our marketing agency grew around it. We understand the brand, its needs, the do’s and don'ts for marketing strategy. Our goal is to help them grow and provide their mission to as many young players as they can. If growth is what you seek, both in numbers but also in connection. Reach out to us. This article is a brief culmination of our experience marketing with the Juventus brand. We hope it provides you some useful information.
