Columbus Clippers (MiLB) · 2023–24

Columbus Clippers

RoleBrand voice · Editorial direction

DisciplineBRAND VOICE

Year2023–24

The brief

Coming off a period of restricted attendance from the COVID-19 pandemic, the goal for the 2021-2022 seasons was to remind the city why Clippers baseball is a summer staple.

We needed to re-engage a family-oriented audience, boost "day-of" walk-up ticket sales, and modernize the team’s digital presence to appeal to a younger, social-savvy demographic, all while maintaining the classic, approachable charm of a minor-league institution.

By the numbers

65 %

Our lifestyle-focused content led to a 65% increase in Instagram engagement year-over-year, as fans flocked to share the "Instagrammable" moments I highlighted around the park.

20 %

Boost in Single-Game Sales

The "Flash Sale" social strategy contributed to a 20% lift in mid-week walk-up ticket sales, effectively filling seats during traditionally slower Tuesday and Wednesday night games.

500000

Viral Food & Bev Moments

A specific short-form video series I produced highlighting "Ballpark Eats" went viral locally, garnering over 500,000 views and directly correlating to a 15% increase in per-capita concession spending.

15000

Community Growth

We successfully grew the team’s TikTok presence from zero to 15,000 followers in a single season, creating a new, younger pipeline of fans for the club's long-term growth.

The work

How it came together.

01 / 06

"Beyond the Diamond" Lifestyle Content

I moved our content strategy away from just highlights and toward the "experience." This included spotlighting the stadium’s award-winning food, the iconic skyline views, and the unique fan traditions that make Huntington Park special.

01 · feature

02 / 06

Hyper-Local Influencer Partnerships

I identified and partnered with local Columbus food and lifestyle influencers. By hosting "Social Media Nights" at the park, we generated a massive wave of organic, third-party content that reached new audiences who hadn't considered a baseball game as their Friday night destination.

02 · feature

03 / 06

Real-Time Walk-Up Incentives

I managed a series of "Flash Sale" social campaigns triggered by local weather forecasts and mid-week availability. These were high-energy, short-fuse posts designed to convert passive scrollers into immediate ticket buyers during the critical 4-hour window before first pitch.

03 · feature

04 / 06

"Beyond the Diamond" Lifestyle Content

04 · feature

05 / 06

Hyper-Local Influencer Partnerships

05 · feature

06 / 06

Real-Time Walk-Up Incentives

06 · feature

What happened

The results.

Record-Breaking Engagement, Our lifestyle-focused content led to a 65% increase in Instagram engagement year-over-year, as fans flocked to share the "Instagrammable" moments I highlighted around the park.

Boost in Single-Game Sales, The "Flash Sale" social strategy contributed to a 20% lift in mid-week walk-up ticket sales, effectively filling seats during traditionally slower Tuesday and Wednesday night games.

Viral Food & Bev Moments, A specific short-form video series I produced highlighting "Ballpark Eats" went viral locally, garnering over 500,000 views and directly correlating to a 15% increase in per-capita concession spending.

Community Growth, We successfully grew the team’s TikTok presence from zero to 15,000 followers in a single season, creating a new, younger pipeline of fans for the club's long-term growth.

Credits