The Utrecht Dominators are a American Football club where I've been playing for about 10 years and for the last few years I've been working on their social media.
Due to it being a small sport within the Netherlands, it has very little awareness. It is always challenging yet interesting to create something that will reach the right people whether they are familiar to the sport or not.
UTRECHT Dominators
social media content
When I started working on the Utrecht Dominators social media, I worked with a few other teammembers to revive their socials.
We did this by making consistent gameday and gamescores with a fitting copy. This started in 2021 and in 2022 I took over the designs to make it more coherent and by doing so I took the responsibility for the almost all designs made for their socials.
During the season we started thinking about the designs for upcoming season and what we could add or change. For the gameday designs we wanted to continue in the same style but change it up slightly and we also started incorporating reels and video's to show more of the sport and team. Just to give the club a face and be more recognisable for new viewers and make it easier to join the team.
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The socials for Utrecht Dominators where out of date, not coherent and would rarely be used to give information about upcoming gamedays or scores. This needed to change and during 2020 we started using it more and more. And eventually did a takeover.
Because of it's potential reach we could not neglet it any longer, especially if you want to reach an new audience and get them to join. Besides the new audience the fans also wanted to stay updated on what's going on with the club.
At first I started out by being asked by someone of the club and worked with a group. Lateron I started to take the lead in designing, copywriting and guiding people working on the socials.
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One of the most important goals for the Dominators is to keep a stable growth and get new players to join. One of the ways they do this is by going to events and talk with people.
For this I started designing offline media such as posters, stickers, flyers and hand-outs.
The designs were made by iterating on the previous designs I made a year earlier to keep a continual theme.
For this year I designed hand-outs to give out to people who seemed interessted uit the UIT sportmarket.
Because the flyers haven't been used before the Dominators always used a old design of mine and stuck with it. This year we went for a new direction and wanted catch the peoples attention and direct them to the socials.
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One of the reels we made for the team was about the championsship final.
Because we want to show the Dominators and reach a new audience we needed to give them a rough idea what to expect from the sport and the team and make them enthusiastic.
I pitched this idea to a friend of mine so we could shoot some footage. In collaboration we made this edit together and eventually uploaded it to the socials.
During the proces players wanted to have an edit of themselves, so we had the idea to upload player highlights for the next season and use this as content to get to know the players.
