Behind the Athlete: Planning a Campaign with Arizona Women’s Soccer

As a graduate assistant and team manager for the University of Arizona Women’s Soccer team and an ambassador for the Behind the Athlete program, I’ve been deeply involved in preparing a spring campaign designed to connect fans with the team. This post highlights my contributions—from planning and creative work to early engagement projects like the team walkathon and poster creation.

Campaign Objectives

The campaign is designed to:

• Drive awareness for Behind the Athlete

• Encourage sign-ups

• Promote donations to support student-athletes

• Get fans involved through interactive activities

My role supports these goals by helping plan and execute promotional efforts and fan engagement activities.

My Role & Responsibilities

As part of the campaign, my responsibilities include:

• Content Creation: Designing posters and graphics to promote the campaign and engage fans

• Social Media Promotion: Sharing updates and materials across platforms to drive awareness and sign-ups

• Event Support: Setting up a table at one of our spring games with interactive items such as temporary tattoos, green ribbons, and stickers to encourage participation

• Fan Interaction: Engaging directly with attendees to explain BTA and get them involved

Creative Materials & Prep Work

I designed promotional posters and graphics to highlight the campaign, incorporating the BTA brand and key messages.

Campaign poster designed to raise awareness for Behind the Athlete and encourage sign-ups and donations

Spring Game Table Setup

At the spring game, I will manage a table featuring:

• Temporary tattoos

• Green awareness ribbons

• Stickers

• QR codes that attendees can scan to learn more about BTA, get involved, or donate

• Informational handouts for sign-ups and donations

Anticipated Impact & Next Steps

Even before the spring game, the campaign aims to:

• Increase awareness of Behind the Athlete among fans

• Encourage program sign-ups and donations

• Build excitement and engagement through interactive fan experiences, like the spring game table with QR codes

Skills & Insights Gained

Through planning and preparing for this campaign, I’ve strengthened my skills in designing creative materials, organizing interactive fan experiences, and collaborating with staff and other Behind the Athlete Ambassadors. Even before the campaign officially launches, I’ve gained valuable insight into how strategic planning, creativity, and fan engagement work together in sports marketing.