NCA/NDA Collegiate Cheer and Dance Championship | Content Project
Utilizing short form video to engage with the target market on growing platforms. TikTok, Instagram Reels, and YouTube Shorts are platforms a short video like this could live on. A quick, exciting, and flashy video to get a simple message across. Showcasing both the NCA and NDA brand at this one competition can grow and attract cheerleading users to engage with dance content and vise versa. For platforms such as Twitter and Facebook, a resized version of this short form video could be used to market and outreach to an even larger target market.
Having a slogan for each competition, just like each summer of camps, could create a special and nostalgic marketing tactic for brand recognition. This campaign features the main tagline of NCA/NDA which is The Work Is Worth It, but just like every summer, there comes a new slogan/theme that is special to that year. This campaign features A Feeling Like No Other. The grit, hard work, and dedication that these college athletes put in, along with being a student all pays off when their team earns a national championship on the bandshell - A Feeling Like No Other.
Using in-app tools like "Insights" on Instagram helps an account see when their users are most active, translating into the best time to post to reach a wider audience. Tools like Sprout Social allows for content not only to be scheduled on multiple platforms, but also pulls analytics and metrics to see how users interact with the content. Sprout allows for metrics to be viewed on how many conversions the link produces from different social media platforms. Insights measured could also be as simple as the percentage of likes to views.
Cover photos geared towards Instagram Reels to have a cohesive brand look on the main feed.
Caption Idea - A Feeling Like No Other - hitting that bandshell with your team. 🤩 It's that ⏰ again for #DaytonaSeason . Registration for NCA & NDA Collegiate Championship is OPEN! Link is in our bio. #TheWorkIsWorthIt
A second option, geared towards an Instagram post, utilizes a seamless carousel to convey the message across the slides. In specific to Instagram, combining the posts on two accounts with the collaborator tool increases the engagement by connecting two audiences. The message is conveyed on 3/4 slides to keep a cleaner look on the main feeds and makes users slide over when they notice the slight arm high v from the Eagles' cheerleader. Keeping the theme of the nostalgic feeling, this content markets to teams that want A Feeling Like No Other again. Instagram registers carousels as multiple post, making the content perform higher.
Example of campaign integrated within an email to be sent out to email list.
Paid advertisement banner that could appear on websites, especially on varsity.com and shop.varsity.com.
Using CRO or Conversion Rate Optimization to understand the percentage of those who click on the paid advertisement. This can track metrics to get a better understanding on if paid advertisements bring an increase in registered teams. If not, utilizing that marketing budget to do PPC or Paid Per Click to market registration on top search engines like Google.
*ALL photos and videos used in this campaign can be found on the NCA/NDA Collegiate Championship Varsity webpages and the NCA/NDA Youtube Channel.*
