HELPING LAUNCH ATLANTA'S INAUGURAL SEASON OF PRO WOMEN'S VOLLEYBALL
Case Study: Fuel BMC x Atlanta Vibe Omnichannel Marketing Strategy Development & Execution
Fuel BMC teamed up with Atlanta Vibe Pro Volleyball to develop a marketing strategy and deliver marketing and creative across all of their channels. This ensured that their brand launched successfully during the inaugural season of the Pro Volleyball Federation in 2024.
SUMMARY
Ahead of their brand launch event, Atlanta Vibe Pro Volleyball enlisted the help of Fuel BMC for brand design, consultation, graphic design, video production, and go-to-market assets. Following the success of this event, the two organizations teamed up to develop and execute the Vibe’s marketing strategy for the historic inaugural season of pro women’s volleyball in North America. Fuel BMC provided a comprehensive marketing strategy roadmap document that included interactive Gantt charts, segmentation, messaging, and specific action items for 50 channels across eight different marketing campaigns spanning from October 2023 to May 2024.
Fuel BMC worked alongside the Atlanta Vibe’s lean internal staff to develop creative and messaging for each of these campaigns throughout the season, including web design, social media graphics, omnichannel ad design, in-match stadium graphics, uniform design, video marketing production, and more to ensure to the successful launch of women’s pro volleyball in the hyper-competitive Atlanta sports and entertainment market.
RESULTS DURING OUR COLLABORATIVE PARTNERSHIP
Fuel BMC does not claim sole responsibility for the above results, as the Atlanta Vibe’s super talented social media manager, as well as expertise and optimization from their paid media partner, TRIUNION Marketing, were instrumental in achieving these metrics. However, we’re confident that our work on marketing strategy development and creative execution significantly impacted these results.
ABOUT THE ATLANTA VIBE
The Atlanta Vibe is Atlanta’s newest premier pro sports franchise and the city’s first ever pro indoor volleyball team. As an inaugural franchise in the Pro Volleyball Federation, the Atlanta Vibe helped bring professional women’s indoor volleyball to North America for the first time ever in 2024. The Atlanta Vibe also plays an active role in the region’s youth and club volleyball scene, creating an intersection of sports, entertainment, culture, and fashion.
THE CHALLENGE
Fuel BMC collaborated closely with the Atlanta Vibe throughout the season to create and execute an overarching marketing strategy, providing support and guidance to help them develop the necessary capabilities. Additionally, Fuel BMC designed the Vibe’s uniforms, orchestrated their video and photo shoots at media day, and provided targeted, premium creative for all of the Vibe’s marketing channels and stadium touchpoints through multiple creative swaps. In order to ensure alignment through rapid execution and to pivot based on all incoming marketing data, the two organizations held weekly strategic calls.
THE
SOLUTION
Fuel BMC worked closely in partnership with S2 Cognition to help create a brand identity and formulate a plan for S2’s go-to-market strategy, including, but not limited to, digital marketing, web design, video production, social media marketing, and sales enablement tools to help S2 Cognition procure additional partners. Additionally, Fuel BMC collaborated with S2 Cognition on user-facing product development for their cognitive evaluation, training program, and testing facilities.
OUR ROLE
As part of our commitment to ensure a successful first season, Fuel BMC provided marketing strategy and directed creative support for all of the Atlanta Vibe’s marketing initiatives.
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With a lean internal staff, an unknown market, and a limited budget, the Atlanta Vibe entrusted Fuel BMC to help define their brand, build their marketing strategy, position their product, and provide creative execution for all of their channels. With extremely tight runways at every turn, the two organizations collaborated closely – with Fuel BMC providing marketing expertise and pro sports experience and the Atlanta Vibe bringing knowledge of the sport and volleyball players – to ensure success. Through their shared efforts, the Atlanta Vibe built awareness and established their space in the Atlanta pro sports market, while leading the league in branding.
MARKET STRATEGY DEVELOPMENT
Provide a comprehensive, actionable marketing strategy
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OMNICHANNEL MARKETING CAMPAIGNS
Design premium creative for multichannel campaigns
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UNIFORM DESIGN
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Design uniforms that establish a unique identity while embodying Atlanta
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MEDIA DAY PRODUCTION
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Orchestrate the team’s media day to capture premium assets
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VIDEO PRODUCTION
Create video content for commercials, hype videos, and in-match motion graphics
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WEB DESIGN & LANDING PAGES
Provide conversion-optimization for two websites and ticketing landing pages
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CORE GO-TO-MARKET ASSETS
Design stadium seating charts, ticket pricing, billboards, and in-match touchpoints
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INFLUENCER-BASED STRATEGY​
Provide a targeted cross-promotional strategy for Atlanta influencers
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Use the arrows below to see a limited selection of creative samples...
BRAND GUIDELINES
Fuel BMC created Brand Guidelines for the Atlanta Vibe, defining their Color Palette, Taglines, Patterns, Typography, and more to create a unique, recognizable identity.
MARKETING STRATEGY DEVELOPMENT
Fuel BMC collaborated with Atlanta Vibe leadership to create a comprehensive marketing strategy for eight campaigns across 50 channels.
UNIFORM DESIGN
By subtly incorporating intentional details, Fuel BMC designed sleek uniforms that “captured the vibe of Atlanta” while positioning the Vibe as Atlanta’s volleyball team.
MEDIA DAY PRODUCTION
The Fuel BMC team used meticulous organization to capture high-quality photography and video of the players to create premium marketing assets.
TEAM INTRO HYPE VIDEO
Using footage from Media Day, the Fuel BMC video production team created a pre-match hype video that became a favorite with players and fans.
OOH ADVERTISING
To help build awareness, Fuel BMC designed a variety of billboards and other OOH touchpoints throughout the season.
DIGITAL MARKETING
Collaborating with TRIUNION Marketing for placement and optimization, Fuel BMC designed iteratively improved digital ads for multiple channels.
STADIUM DESIGN
Fuel BMC provided premium design for stadium touchpoints, as well as static and motion graphics to enhance the in-match experience, so that Gas South Arena would feel like home whenever the Vibe was playing.
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TELEVISION BROADCAST COMMERCIAL
Fuel BMC created television and streaming commercials for the Vibe throughout the season – including this one which was used during a national broadcast on CBS Sports.
MARKETING CAMPAIGN DESIGN
Throughout the season, Fuel BMC provided specialized design and sub-branding for various campaigns to help move the needle on ticket sales.
TESTIMONIAL
“Everything Fuel created, from hype videos to in-arena graphics, was done at a high, professional level that made the athletes feel special and set the tone for an exciting season. Even the league reached out to ask how we accomplished it all, and we proudly acknowledged Fuel, who worked diligently alongside our lean staff to make it happen.”
Theresa Wenzel
President |Atlanta Vibe