No baseball season is a linear journey. Just like in life it has twists and turns, and you need to be ready for the curveballs it brings.

Phillies x Citizens Made Ready is a new content series that brings Phans into the dugout, on the field, and behind the scenes in the clubhouse at Citizens Bank Park to meet the makers of the season.

I developed this content strategy and program to bring the brand platform of Made Ready to life in conjunction with Citizens’ largest sponsorship. The goal was to garner video views and drive traffic to CitizensBankPark.com.

Short, social only videos were used on Facebook, Instagram, Youtube pre-roll and native video ads. Various other tactics including employee advocacy, digital in-branch signage and digital and social media drove traffic to the website where viewers could watch the long-form videos of Ben Davis, Color Analyst at NBC Sports Philly, Teresa Harris, Phillies Director of Entertainment, and Jon Joaquin, Phillies Director of Youth Baseball.

The program was successful in reaching the right audience at the end of the season and learnings will be applied to upcoming campaigns for the 2022 season.