The Background
The Henrico Sports & Entertainment Authority (SEA) has been at the forefront of transforming Henrico County's sports tourism and entertainment landscape. Since its opening in November 2023, the center has welcomed over 375,000 visitors and generated nearly $72.5 million in local economic activity through 71 nonlocal tournaments.
In December 2024, they planned an incredible weekend to celebrate their milestone one-year anniversary and they wanted help making sure the community knew it was time to show up and show out, not just through buying tickets but by supporting the donation drive: the Cheer & Gear Classic donation drive, a community-supported event that collects sports equipment for local youth. The drive was presented by Henrico SEA at the Henrico Sports & Events Center and is a partnership with ESPN Richmond, The Salvation Army of Central Virginia, Ortho VA, and many more.
Campaign Development
Photography
Film Production
Social Strategy
Interviews
Copywriting
Project Type
The Ask
Our task was to develop and execute a comprehensive promotional strategy for their anniversary event series and donation drive, which included:
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American Cornhole League 2024 Open Series
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Cheer & Gear Sports Equipment Donation Drive benefiting the Central Richmond Salvation Army
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Inaugural Battle of the Badges basketball game
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Cheer & Gear Classic featuring University of Richmond vs. Columbia University women's basketball
Our Process
Our coverage began weeks before the event with thorough preparation. We held multiple strategy sessions to understand the nuances of basketball game coverage and developed a robust set of templated graphics for quick deployment during the events. This preparation proved crucial for the fast-paced environment we'd be working in.
During the event weekend, our team was everywhere at once. We positioned photographers and videographers throughout the facility, ensuring no moment went uncaptured. Our real-time editing team worked continuously, processing footage and publishing content within minutes. From sponsor interviews before and during the weekend to local team photoshoots, from courtside action to crowd reactions, we documented it all with SEO-optimized captions and strategic timing.
The Instagram stories flowed constantly during games, making followers feel like they were courtside. Our team moved seamlessly through the facility, capturing everything from pre-game preparations to post-game celebrations. Every post was carefully crafted to maintain both immediacy and quality.
The Creative
Our team developed a comprehensive social media strategy to build momentum for this high-profile weekend event. We approached Henrico SEA's social media presence with the energy and professionalism of a college athletics program, creating engaging content before, during, and after each game. Pre-game hype materials and real-time score updates formed the backbone of our content strategy, while funny player moments and behind-the-scenes content helped audiences connect with the athletes on a personal level.
For the facility anniversary events, we focused on creating familiarity between the community and key participants and sponsors. Through targeted interviews and strategic, but quick photo sessions, we ensured all stakeholders were well-represented across our platforms. The visual identity centered around blue and red—colors that not only represented the competing WBB teams but also tied into the police and fire departments' Battle of the Badges basketball game.
Creative Direction: Graphic Design
The project demanded extensive graphic design assets, beginning with the release of the weekend schedule. Each weekend event received custom-designed materials, including player profiles, gameday announcements, score updates, and starting lineup presentations. We developed a specialized background template for Instagram Stories and created event-specific stickers, such as National Anthem and anniversary celebration overlays. This preparation allowed for seamless, real-time content deployment during the events.
Ticket sales promotions featured particularly striking designs, utilizing bold blues and reds to capture attention and drive clicks.
Creative Direction: Photography
Professional photography played a crucial role in documenting this milestone celebration. The weekend began with a dedicated photographer capturing sponsorship activities, crowd reactions, and event highlights. By the Battle of the Badges, we had expanded to a multi-camera team ensuring comprehensive coverage of the facility and activities.
All published images maintained consistent professional quality, contributing to a cohesive visual narrative across platforms.
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Short Form Content
Our video strategy encompassed multiple formats and purposes. Interview content, featuring Coach Rousell and event sponsors, helped communicate the community impact of the events. These authentic conversations, including testimonials from volunteers braving the cold, transformed abstract community values into tangible stories.
To build anticipation for the main event, we produced promotional videos with dramatic scoring. This content strategy extended through post-game coverage, incorporating fan reactions and creating concise weekend recap videos that captured the energy and impact of the entire celebration.
Event Documentation
Beyond social media requirements, our on-site photography team focused on creating a lasting visual record of this facility milestone. Our presence at each event ensured thorough documentation of both planned activities and spontaneous moments.
The Results
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