I was tasked with creating a finished deck for internal-use to solve for gaps in JBL's marketing timeline. I developed a season-long initiative centered around a charitable platform for JBL to increase brand awareness as the official audio partner of the NBA, while making an impact on underprivileged communities around the country.
3. JBL + NBA Background
Signed four-year sponsorship with NBA, becoming the league’s first official audio partner
Title sponsor of the Entertainment Series at NBA ALL-STAR Weekend
JBL Ambassadors include MVP and Champion Steph Curry and All-Star Damian Lillard
4. The Challenge
Develop a charitable platform for JBL to increase brand awareness as the official
audio partner of the NBA
5. The Objectives
Drive awareness of JBL as the
Official Sound of the NBA
Increase JBL cultural relevance
and visibility to NBA fans
Increase purchase
consideration
6. Mr. Holland’s Opus Foundation
Music is said to ignite all areas of child development: intellectual, social and emotional, motor, language, and
overall literacy. Mr. Holland’s Opus Foundation works to close the gap that exists in underprivileged
communities by donating musical instruments to music programs lacking the resources and support to
adequately stay afloat. JBL will partner with MHOF to bring music to children and teenagers.
13. This is
Why We
Press Play
Spinning off the NBA’s “This is Why We Play” campaign, JBL will
empower both aspiring musicians and basketball players to gain the
resources, knowledge and exposure they need to follow their dreams.
14. The Framework
Challenge: Develop a charitable platform for JBL to increase brand awareness as the official audio partner of the NBA
JBL Jam Camp Build Your Brand JBL Mentors
CSR Platform: This is Why We Press Play
#JBL4BarFriday
Objectives: Drive awareness of JBL as
the Official Sound of the NBA
Objectives: Increase JBL cultural
relevance and visibility to NBA fans
Objectives: Increase purchase
consideration
Client: JBL
Charity: Mr. Holland’s Opus Foundation
15. JBL Jam Camp
The JBL Jam Camp is the perfect way to bring together kids
who are interested in basketball and music. The Jam Camp
will feature a basketball court and musical performance
stage, allowing athletes and musicians to share the spotlight
while honing their skills. We will invite high school students
with a passion for music and basketball to gain experience in
both through clinics and showcases.
16. JBL Jam Camp
MUSIC: The performance side will feature concerts as well as
clinics taught by local talent and music teachers. After the
clinics, the camp’s students will have the opportunity to
perform on-stage, showcasing the skills they learn from the
pros. JBL will provide all instruments at the Jam Camp, which
will later be donated to underprivileged music programs in the
community through MHOF.
17. JBL Jam Camp
BASKETBALL: The basketball side will feature structured
tournament games as well as clinics taught by local talent,
coaches and JBL ambassadors. At the end of the clinics, we
will put out trampolines for students to reach the rim,
attempting their best dunks. We will capture footage of each
student’s best ‘Slama Jamas’ to later use for highlight reels.
18. Build Your Brand
JBL will help facilitate the creation of highlight reels and
recruitment videos for both athletes and musicians wanting to
build their brand. We will produce footage for each student
during the dunk portion of the camp to later pair with
soundtrack selected or performed during the recording portion
of the jam clinic. The end result will be a shareable video
showcasing the basketball and musical talents of each student.
The best videos created will be featured on JBL’s website.
19. JBL Mentors
JBL inspires all to follow their dreams. We will seek out
students who have a passion for music, asking them to
submit a video explaining how a college scholarship would
help them reach their dreams. We will leverage Damian
Lillard and Essence Carson to each award one scholarship
to a high school student of their liking. Beyond picking the
students, they will both become mentor-like figures to the
individuals throughout their college careers. In exchange,
both recipients will donate a portion of their time to talking
to classrooms impacted by MHOF about the importance of
education and pursuing passions.
20. #JBL4BarFriday
We’ll encourage young, powerful rappers to share their best 4
bars every Friday on Instagram and Twitter using the hashtag
#JBL4BarFriday. Each month JBL will award one winner with
JBL headphones, speakers or NBA tickets. Each month’s winners
will gather to compete in a rap battle at the All-star Entertainment
Series Stage to win studio time with Damian Lillard. The battle will
invite consumers to donate money to the MHOF at entrance.
21. The Framework
Challenge: Develop a charitable platform for JBL to increase brand awareness as the official audio partner of the NBA
JBL Jam Camp Build Your Brand JBL Mentors
CSR Platform: This is Why We Press Play
#JBL4BarFriday
Objectives: Drive awareness of JBL as
the Official Sound of the NBA
Objectives: Increase JBL cultural
relevance and visibility to NBA fans
Objectives: Increase purchase
consideration
Client: JBL
Charity: Mr. Holland’s Opus Foundation
Experiential PR, Digital Digital, Promotional Promotional, Social
