THE SITUATION
In November 2022, the founders of the Cleveland Soccer Group (CSG) came to Dix & Eaton to help them announce that Cleveland would be getting an MLS NEXT Pro team in 2025. They wanted to generate excitement about a new pro team joining the city’s lineup and asked Dix & Eaton to help announce that “the beautiful game” is coming to Cleveland in a major way.
THE STRATEGY & SOLUTION
We partnered with CSG to make a big splash about the MLS NEXT Pro team coming to The Land, all while leveraging existing excitement about the World Cup. In short order, we worked with CSG and their event planner to organize a press conference and watch party around the U.S.A. vs. Wales World Cup game. Our contributions included:
- Helping to conceptualize event and participating in planning and logistics
- Developing the media strategy in partnership with client and MLS NEXT Pro
- Reaching out to media and coordinating presence at event and interviews
- Drafting talking points for press conference speakers
- Contributing to developing the run of show
- Developing creative assets, including signage and presentation
- Monitoring media coverage
- Consulting on social strategy
- Preparing client to participate in media interviews
- Editing press release and op-ed and placing op-ed
- Providing on-site support
THE RESULTS
The result was generous media coverage in Northeast Ohio in print, online and broadcast outlets and a general buzz around town about the announcement, as well as select national coverage. We recorded nearly 40 media placements locally with more than 3 million impressions combined, in addition to conversations on social media.
