National Federation of State High School Associations

Creative direction, account planning, Market strategy

I serve as a creative director, account strategist, account executive, and occasional designer for this national high school sports account. The work ranges from national television spots, collateral, radio, and an innovative, turnkey “push-to-post” earned social media strategy that has generated millions of nationwide impressions, without spending a time in paid advertising.

#BecomeAnOfficial

There is a nationwide shortage of high school officials. Without officials, there can be no sports. This campaign uses an innovative “push-to-post” influencer social media strategy that supplies all NFHS members with social media content via email on a regular basis. All the end user has to do is push a couple of buttons, and a unified, wide-spread social media message is released at once.

This campaign generated over 8 million impressions on social media without spending a single dime on paid media.

National Television

Collaborators:

David Cranfill, Account Planning and Executive Creative Director

Kevin Cranfill, Copywriting

Luke Spencer-Pierce, Design

Road Pictures (Greg Malone), Video Production

Ron Sim, Director of Photography