PHASE 1: RECRUITMENT
After discussing your campaign goals (including segmentation of athletes by sport, gender, location, follower size, etc...), we spend up to 3 days recruiting athletes to be considered for your campaign. We reach out directly to our 5,000+ members as well as a greater audience of 70,000 additional D1 collegiate athletes. We recruit through a combination of SMS, Email and Postgame App notifications.
PHASE 2: SELECTION
After recruitment has completed, we provide the brand with an extensive list of the athletes who have opted-in for consideration. The list is sorted by athlete value - determined in part by our own calculations and past history of having worked with the athlete(s).
During this phase we offer suggestions in order to help maximize the brands' budget.
PHASE 3: NEGOTIATION
After selections have been made, Postgame begins negotiating with each athlete and/or their agent. Our experience of working with thousands of college athletes gives us a strong sense of their worth - allowing us to expedite the process with a fair offer - and one that makes the best use of the brands budget.
PHASE 4: CONTRACT
After the offer has been accepted by the athlete, we generate a custom contract between us and the athlete that includes campaign expectations, payment, content rights, and more.
Each college expects the athlete to submit a contract to their respective compliance office prior to participating in a campaign and receiving payment.
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Case Study:
Clothing and Retail
"Urban Outfitters was one of the first national brands to embrace NIL at a meaningful scale. They not only ran an always-on type of social media/influencer campaign for 2+ years, but they also incorporated in-store activations and took care of elevated moments like the NCAA Final Four." - Bill Jula, CEO Postgame
Urban Outfitters, a retail chain known for on-trend fashions, accessories & quirky home-decor items, partnered with Postgame on multiple social media campaigns and in-store activations starting in 2021. The goal was to bring top of funnel brand awareness among Gen-Z through high-volume, cost-effective social media content through college athletes respective channels.
Each campaign involved a combination of highly curated, nationally recognized Tier 1 athletes as well as a scaled approach leveraging hundreds of regionally recognized Tier 2 and Tier 3 athletes attending colleges near Urban Outfitters locations.
The Challenge: Identifying brand aligned college athletes to consistently promote the brand at meaningful scale.
Urban Outfitters looked to double down on it's strong Gen Z consumer base by enhancing its social media efforts with engaging content in targeted locations - leveraging national and regionally recognized college athletes. The challenge for the brand was consistently identifying brand aligned (and effective) college athletes in each region at meaningful scale.
The Solution: Develop a Repeatable NIL Strategy Leveraging College Athletes Nationwide.
Urban Outfitters turned to Postgame develop a comprehensive strategy that tapped into their network of 70,000 college athletes offering highly engaging and cost effective social media designed to drive overall brand awareness and in-store traffic to specific Urban Outfitters locations.
Over a 2+ year period, Postgame identified and selected hundreds of brand aligned college athletes consisting of both nationally relevant athletes (e.g. Cameron Brink, Shedeur Sanders, Demarvion Overshown, Jayden Daniels, Margzetta Frazier) as well as regionally recognized athletes whose impact could be felt at a store specific level.
The overall strategy consisted of over ten different social media campaigns, multiple in-store activations the included teams (e.g. University of Texas, University of Colorado) as well as spontaneous activations that took advantage of elevated moments (e.g. Lamont Butler's last second shot in the NCAA Final Four).
The Result: College Athletes Provided Cost-Effective ROAS & Measurable In-Store Sales Increase
During a 2+ year period (2021 - 2022), Postgame helped Urban Outfitters generate thousands of pieces of content (both UGC and Elevated) that proved to be some of the most cost-effective and engaging social media content produced by/for the brand to date. Additionally, the brand witnessed measurable in-store sales increases from both the social media campaign(s) and the in-store activations that attracted fans & followers of the featured Tier 1 athletes provided by Postgame.
