My Role
- Experience Marketing
- Local Outreach
- Revenue Growth
Client
- Columbus Clippers
The Challenge
Coming off a period of restricted attendance from the COVID-19 pandemic, the goal for the 2021-2022 seasons was to remind the city why Clippers baseball is a summer staple.
We needed to re-engage a family-oriented audience, boost “day-of” walk-up ticket sales, and modernize the team’s digital presence to appeal to a younger, social-savvy demographic—all while maintaining the classic, approachable charm of a minor-league institution.
My Role
I led a comprehensive content overhaul that shifted the focus from static score updates to a “lifestyle-first” digital strategy, making the ballpark the star of the show.
- “Beyond the Diamond” Lifestyle Content: I moved our content strategy away from just highlights and toward the “experience.” This included spotlighting the stadium’s award-winning food, the iconic skyline views, and the unique fan traditions that make Huntington Park special.
- Hyper-Local Influencer Partnerships: I identified and partnered with local Columbus food and lifestyle influencers. By hosting “Social Media Nights” at the park, we generated a massive wave of organic, third-party content that reached new audiences who hadn’t considered a baseball game as their Friday night destination.
- Real-Time Walk-Up Incentives: I managed a series of “Flash Sale” social campaigns triggered by local weather forecasts and mid-week availability. These were high-energy, short-fuse posts designed to convert passive scrollers into immediate ticket buyers during the critical 4-hour window before first pitch.
Impact & Results
By treating the Clippers as a “must-see” Columbus attraction rather than just a sports team, we saw a significant rebound in both engagement and gate revenue.
- Record-Breaking Engagement: Our lifestyle-focused content led to a 65% increase in Instagram engagement year-over-year, as fans flocked to share the “Instagrammable” moments I highlighted around the park.
- Boost in Single-Game Sales: The “Flash Sale” social strategy contributed to a 20% lift in mid-week walk-up ticket sales, effectively filling seats during traditionally slower Tuesday and Wednesday night games.
- Viral Food & Bev Moments: A specific short-form video series I produced highlighting “Ballpark Eats” went viral locally, garnering over 500,000 views and directly correlating to a 15% increase in per-capita concession spending.
- Community Growth: We successfully grew the team’s TikTok presence from zero to 15,000 followers in a single season, creating a new, younger pipeline of fans for the club’s long-term growth.