2024-2024
Cavs Care, the community and youth-development arm of the Cleveland Cavaliers, focuses on education, mentorship, wellness, and community empowerment across Northeast Ohio.
As part of a university-selected team, I helped develop a full strategic communications proposal tailored to Cavs Care’s mission and community impact goals.
Solution
My team I created a year-long advertising and PR campaign to elevate the Cavs Care brand and expand recognition beyond basketball. I researched Cavs Care’s community footprint, audited their communication channels, and helped build a strategy focused on audience segmentation, partnership activation, social media execution, and program-specific messaging. Our team pitched the campaign to the client, competing against five other groups, and was selected as the winning proposal by a panel of eight industry judges and Cavs Care leadership. The final plan delivered a clear brand narrative, an engagement roadmap, and measurable tactics to strengthen Cavs Care’s visibility and impact across Northeast Ohio.
Problem
Cavs Care needed a clearer, more cohesive marketing and community-engagement strategy that connected their programs to the audiences they serve. Messaging was fragmented, awareness was inconsistent across target groups, and the brand lacked a unified approach to storytelling, partnerships, and digital communication.
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