PR/Marketing

In overseeing the club's marketing niche and target audience, I transitioned the company to a celebrity-focused influencer strategy alongside heavy correspondence with the local community. I partnered with local influencers to speak for the team. I led promotions through major media like the LA Times, KTLA, and NISA Soccer, building strong relationships with journalists.

Influencer Collab

Campaign Sample

Influencer Collab Example - Home Opener Day

Overview

I invited Irvine Mayer Farah Khan, Lake Forest City Counselor Benjamin Yu, former Chinese National Soccer Players Wang Yongpo and Shuchang, and TikTok celebrity Robert Ma to the home opener game.

With enhanced authenticity, Zeta FC's social media accounts saw a 50% increase in impressions across all platforms, and the club's Chinese social channel views grew by 200%.

I invited Farah Khan, the Mayor of Irvine, to be the special guest kicking off the ball at our home opener.

My invitation led to my company receiving a certificate from Irvine's Vice Mayor Larry Agran.

Former Chinese National Team players Shu Chang (left) and Wang Yongpo (right) visited the game and successfully entertained the Chinese audience.

My invitation to TikTok influencer Robert Ma provided the club with its inaugural presence on TikTok, garnering positive reviews and interactions.

Mainstream News

Overview

To expand our network, I crafted press releases, emails, and cultivated personal connections with news journalists in the OC region. I extended invitations for game-watching and club-visiting events to establish a robust relationship with the press.

I spearheaded aggressive brand exposure through leading media outlets such as the LA Times, One Football, El Latino, NISA Soccer, and more.

I reached out to journalists in San Diego to write a news article about my team's preparation for the new season.

This marked our team's first-ever Latino news content, which significantly contributed to growing our South American fanbase.

Through my connections at the U.S. Soccer Federation, I facilitated the club's opportunity to engage with the press regarding this national tournament.

During crisis management situations, I promptly reached out to various leading news outlets to present our perspective and advocate for the rights of our company's employees.

My proactive approach was viewed as cooperative during the official investigation, contributing to a fair outcome.

Overview

Campaign Sample - Soccer Jersey Campaign

I designed this jersey to symbolize the celebration of AAPI Heritage Month, emphasizing inclusivity and diversity. I personally led this project from inception to completion, managing all aspects including photography, videography, video editing, copywriting, social media content creation, and campaign launch.

Campaign Result

The campaign I spearheaded garnered over 50,000 Instagram impressions, drew 50% more fans to the game, and resulted in a 15% increase in direct merchandise sales. Centered around the celebration of AAPI heritage, the campaign also had a significant societal impact, contributing to our team receiving the Club of May award from the National Independent Soccer Association.