Chapter 1 · Community2020
Hospital kit
Nationwide gave the front of the shirt to Nationwide Children’s Hospital. The hospital shirt debuted on March 1, 2020. Nine months later, the Crew won MLS Cup in it, 3-0 over Seattle.
12 · Sport · 2020 to 2021Columbus Crew
×
Nationwide
+155%
Kit sales increase
Online kit sales, first forty-eight hours
of the 2021 kit launch
Chapter 12020
Chapter 22021
Columbus Crew
Client
Columbus Crew (MLS)
Role
Lead digital strategist and senior copywriter
Discipline
Sponsor story, kit reveal and email
Year
2020 - 2021
Sc. 12A · The briefA partnership in two chapters
A sponsor story on the shirt
Chapter 2 · Defending champions2021
Nationwide kit
Nationwide took its place on the kit as the Crew defended an MLS Cup and moved toward a new home. The hospital moved to a community role, not out of the picture.
Sc. 12B · The workSocial · Email · Landing pages · Broadcast · Search · Review
Matchday,
scene by scene.
I owned narrative execution and digital distribution across both chapters. The language had to sound at home in a Columbus sports conversation while meeting the requirements of every organization behind it.
012020 · Community
Putting the hospital at the center
I wrote the social copy, email workflows, and digital messaging around Nationwide Children’s Hospital’s place on the shirt. The pediatric care and community work gave the announcement its purpose.
That first year set the partnership’s community footing. The sponsorship was about the hospital and the families it served, and the copy kept it there. Nine months after the debut, the Crew won MLS Cup in that shirt.
022021 · Defending champions
Introducing Nationwide’s kit
I scripted the broadcast spots and digital rollout for Nationwide’s own logo on the kits, connecting the sponsor message to the club’s championship defense and stadium transition.
The five-day reveal gave supporters a sequence to follow. Each release added a detail, leading to the full kit and a clear route to the club shop.
Day 1
New detail
Day 2
New detail
Day 3
New detail
Day 4
New detail
Day 5
Full kit · club shop
03Search · Journeys · Opt-ins
From interest to participation
I mapped the kit-launch journeys and planned how search would connect fans with the campaign pages. Someone looking for the new jersey or the hospital partnership needed to find the right page and know where to go next.
The social invitation, email, and landing page explained the same activity in terms that made sense at each step.
04Brand and legal review
Keeping the reviews connected
I managed review between MLS brand managers, the Crew’s internal team, and Nationwide’s legal department, and kept those requirements close to the writing so the approved message still sounded like the club.
MLS
League brand managers
Crew
Internal club team
Nationwide
Legal department
2020: healthcare marketing guidelines. 2021: advertising and insurance requirements.
On the timeline
Nationwide partnership posts I wrote, 2020
Matchday in Columbus
Two kits, one city
Sc. 12C · Final whistleKit reveal week
Kit sales and sentiment
Kit sales
155%
Increase in online kit sales during the first forty-eight hours
Brand sentiment
+25%
Positive Nationwide association among Crew fans
Video views
1.5M
Organic views from the sequential reveal program
Assisted revenue
42%
Of reveal-week merchandise revenue assisted by email
Full timeSocial·Email workflows·Landing pages·Broadcast scripts·Kit-launch journey·Brand and legal review
Lineup
RoleLead digital strategist and senior copywriter
ScopeNationwide partnership · Hospital messaging · Kit launch
DisciplinesPartnership narrative · Campaign copy · Digital journeys
CollaboratorsCrew · Nationwide · Nationwide Children’s Hospital
Next · Sc. 13 · Sport · 2020 to 2021
Columbus Blue Jackets
Nationwide
← All work12 · Sport · 2020 to 2021
Columbus Crew
×
Nationwide
+155%
Kit sales increase
Online kit sales, first forty-eight hours of the 2021 kit launch
Chapter 12020
Chapter 22021
Columbus Crew
Client
Columbus Crew (MLS)
Role
Lead digital strategist and senior copywriter
Discipline
Sponsor story, kit reveal and email
Year
2020 - 2021
Sc. 12A · The briefA partnership in two chapters
A sponsor story on the shirt
Chapter 1 · Community2020
Hospital kit
Nationwide gave the front of the shirt to Nationwide Children’s Hospital. The hospital shirt debuted on March 1, 2020. Nine months later, the Crew won MLS Cup in it, 3-0 over Seattle.
Chapter 2 · Defending champions2021
Nationwide kit
Nationwide took its place on the kit as the Crew defended an MLS Cup and moved toward a new home. The hospital moved to a community role, not out of the picture.
Sc. 12B · The workSocial · Email · Landing pages · Broadcast · Search · Review
Matchday,
scene by scene.
I owned narrative execution and digital distribution across both chapters. The language had to sound at home in a Columbus sports conversation while meeting the requirements of every organization behind it.
012020 · Community
Putting the hospital at the center
I wrote the social copy, email workflows, and digital messaging around Nationwide Children’s Hospital’s place on the shirt. The pediatric care and community work gave the announcement its purpose.
That first year set the partnership’s community footing. The sponsorship was about the hospital and the families it served, and the copy kept it there. Nine months after the debut, the Crew won MLS Cup in that shirt.
022021 · Defending champions
Introducing Nationwide’s kit
I scripted the broadcast spots and digital rollout for Nationwide’s own logo on the kits, connecting the sponsor message to the club’s championship defense and stadium transition.
The five-day reveal gave supporters a sequence to follow. Each release added a detail, leading to the full kit and a clear route to the club shop.
Day 1
New detail
Day 2
New detail
Day 3
New detail
Day 4
New detail
Day 5
Full kit · club shop
03Search · Journeys · Opt-ins
From interest to participation
I mapped the kit-launch journeys and planned how search would connect fans with the campaign pages. Someone looking for the new jersey or the hospital partnership needed to find the right page and know where to go next.
The social invitation, email, and landing page explained the same activity in terms that made sense at each step.
04Brand and legal review
Keeping the reviews connected
I managed review between MLS brand managers, the Crew’s internal team, and Nationwide’s legal department, and kept those requirements close to the writing so the approved message still sounded like the club.
MLS
League brand managers
Crew
Internal club team
Nationwide
Legal department
2020: healthcare marketing guidelines. 2021: advertising and insurance requirements.
On the timeline
Nationwide partnership posts I wrote, 2020Matchday in Columbus
Two kits, one citySc. 12C · Final whistleKit reveal week
Kit sales and sentiment
Kit sales
155%
Increase in online kit sales during the first forty-eight hours
Brand sentiment
+25%
Positive Nationwide association among Crew fans
Video views
1.5M
Organic views from the sequential reveal program
Assisted revenue
42%
Of reveal-week merchandise revenue assisted by email
Full timeSocial·Email workflows·Landing pages·Broadcast scripts·Kit-launch journey·Brand and legal review
Lineup
RoleLead digital strategist and senior copywriter
ScopeNationwide partnership · Hospital messaging · Kit launch
DisciplinesPartnership narrative · Campaign copy · Digital journeys
CollaboratorsCrew · Nationwide · Nationwide Children’s Hospital
Next · Sc. 13 · Sport · 2020 to 2021
Columbus Blue Jackets
Nationwide