CHALLENGE: The faces a number of public relations challenges as the environment around the game has changed recently. The NFL Player Engagement has been tasked with solving many of them – from assisting with post-playing career transition to educating players about women’s safety to nurturing broader relationships beyond the marketing and business ones the NFL currently enjoys with outside parties. And while the department is well staffed with professional development resources, social workers and educators, they lacked a full-time marketing professional who could translate these programs into actionable devices. They needed an outsourced professional who could plug into their existing operation and help fill the gaps.
SOLUTION: JK Squared worked with the league for a number of years helping do just that. We created social media training programs for both experienced and novice staff. We build marketing presentations to share new policies and ideas with the rest of the league departments. We helped consult and build new staffing models, and plans on how to extend league-driven programs to the collegiate and high school levels. In short, we were the trusted advisor the department needed to advance their programs, and one that was easily able to plug in or out based on the current needs of the department and the individuals who played a key role in that vision.
RESULTS: Over a short period of time the department grew from one focused primarily on assisting “troubled” players, to one that was driving the future of what the NFL could be. Key leadership from the department quickly ascended into the highest levels of the league office, and JK Squared continued to serve as a trusted communications consultant.