USA Today Network: NFL Marketing Campaign
CLIENT:
USA Today Network, Part of Gannett
THE BRIEF:
Design a localized acquisition marketing campaign across six key markets to channel regional NFL fandom into tangible subscription growth for local news properties.
DELIVERABLES:
Cross-Platform Social Assets · App Placement Graphics · Onsite Digital Display Graphics · Multi-Market Adaptation System.
OVERVIEW:
Working as a graphic designer at Gannett, I developed a high-impact acquisition campaign centered on the passion points of local football fandom.
Working as a graphic designer at Gannett, I developed a high-impact acquisition campaign centered on the passion points of local football fandom.
The goal was to design a flexible system that could be rapidly localized across six major NFL markets (Cleveland, Jacksonville, Green Bay, Detroit, Indianapolis, and Nashville) to drive subscriber sign-ups.
Design for Regional Fandom and Scale
The core challenge was maintaining a high-quality, unified campaign aesthetic while ensuring the messaging and visuals resonated deeply with each specific market's fan base.
I designed a clear visual structure that allowed for easy swapping of team colors, local player photography, and market-specific copy, ensuring the campaign was both unified and regionally authentic.
Optimized for Acquisition Flow
I designed assets tailored for high-conversion placement across the entire user journey, including in-app placements, high-traffic onsite display graphics, and targeted social media campaigns.
The focus was on clear, compelling calls-to-action to guide users directly into the subscription flow.
Systematic Subscription Growth
This campaign successfully leveraged localized sports passion into a significant acquisition driver for the USA Today Network.
The robust, adaptable design system ensured the campaign could be deployed quickly and cost-effectively across six distinct markets.