ONE Volleyball was founded to provide professional training and competition opportunities to elite post-secondary athletes.
Our vision is to establish the first-ever professional volleyball league in Canada - the Premier League. To support our vision, we created the Challenger Series - single-day tournaments that have formed a network of partners and athletes that will sustain the League.
Co-founders Jaki and Jolande have combined experience playing Professional and National Team volleyball as well as working within Provincial, National and Professional sport associations.
In this brief:
1. What can we do for you?
2. Reach & Exposure
3. Premier Draft Event Collateral
4. Our Values
5. lululemon Premier Draft
6. The Premier League expansion
What can we do together?
With Lululemon's recent affiliation with volleyball, and our like-minded values, we believe there is an opportunity to help each other achieve a few common goals and reach a very large, untapped audience in Canada.
Lululemon's main purchasers are mom's over 40, and we know you are trying to expand your reach to not only a younger buyer, but also men.
ONE Volleyball's audience is athletic men and women (50/50) between the ages of 25-34, and we are major social influencers in our sport community. We know this demographic is a key target for Lululemon's future growth into new markets. In addition to this, we are both trying to influence a younger generation - we are strategizing ways to reach out to athletic youth (16-24) as our fan base and future participants. This is a great opportunity for us to co-brand to capture the attention of this group.
ONE Volleyball is looking for a Nation-wide partner that is capable of supporting growth on a National/International scale.
What can we do for you?
Through your involvement in the Premier Draft and League, we can help you reach part your targeted demographic, but also work together reach out to another younger audience for future growth.
The Lululemon Premier Draft, hosted at the Queen St flagship store, featured a wellness session led by former Lululemon ambassador Vince Luciani of the Legacy Coaching. He encouraged the athletes to open their minds to the possibility of creating a future for themselves not defined as an athlete, but using that to empower the legacy they have yet to define. We encouraged them to take on a positive leadership role and to become ambassadors of our motto #onelove to their volleyball community.
We hosted the Draft at 318 Queen to help showcase your fantastic products to both our male and female athletes, and give them a buying opportunity.
Proposed Promotion: Athlete Wellness session in-store with lulu Yogi to promote mutual values and introduce yoga as a way to maintain your body.
Actual Promotion: Mindfulness session with the Legacy Coaching - former lululemon Ambassador.
Proposed Promotion: Try me on and win! Getting men to try on your pants because we know once they put them on, they never take them off. Can come with a photo op, hashtag, lead capture and giveaway at the end.
* we both really liked this idea but were unfortunately not able to implement in-store
Proposed ROI: In-store purchase opportunity for athletes at the end of the Draft to capitalize on the extra bodies in the store.
Actual ROI: Team sales (Candice to provide final purchase amount from Premier League teams) were arranged by Nate Virgo to generate revenue. An individual purchase opportunity at 318 Queen street was created for athletes the Saturday following the draft
* could have capitalize better if purchase opportunity was the night of the Draft as proposed.
Reach & Exposure
2017 LEAGUE Reach
Expected: 50,000 views on website
Actual: 35,000 unique visits on website + 95,000 page views on website
Expected: 10,000 views on blog pages (featured athletes)
Actual: 21,000 views on blog pages (and team pages)
Expected: 1,000,000 + reach through social media
Actual: 1,000,000 +
- 275,000 - our reach through social media (40% engagement rate)
750,000 - media partner / extended network social reach
Expected: 35,000 views on post-game videos
Actual: 72,600 views on premier league videos (110,300 reach)
Expected: 10,000 live-stream views
Actual: 20,000 live-stream views
Expected foot traffic at events: approx. 100 + people per event
Actual: approx. 200 people per event (total attendance was 1,400 people over 7 events) Final Four weekend 600 people
8 team jerseys (100 athletes) + residual wear
Exposure & Engagement
Press release - draft announcement - social post reached 6K
Social media posts/mentions (see online visibility below)
Court-side signage x 2 total at every league game (not utilized)
Logo on all jerseys (lulu shirts already had logo's)
Option to provide exclusive offers for spectators (not utilized - but offered team discount to teams though there's no lead capture in that)
Social Backlink: Social media post mentions/tags
Website Backlink: Logo on bottom of league page
Team pages: Headshots were taken at the Draft with the lululemon media backwall which saw 20K views on our website plus all of the athletes posted their headshots to their individual social profiles and teams posted to their team accounts. Approximate reach through extended network: 150K
Email Backlink: Ad in league email marketing (not utilized)
4 Reserved VIP seating for all league games
4 Reserved VIP seating for final four
- Nate and some employees attended
Total post reach with lululemon tag/mention:
56,000 reach / 42,500 video views
Event collateral samples:
ONE Volleyball Values
While ONE Volleyball will be game changers for professional volleyball in Canada, we also want to be role models that support the education of our Values to athletes in Canada.
We value Consciousness - taking control of our minds, and being in a state of absolute awareness in order to "perform on purpose";
We value Strength - conditioning our bodies to physically support our goals and aspirations;
We value Community - our responsibility to fostering the growth of positive role models, leaders and supportive teammates;
And we value Innovation - our dedication and willingness to modernize the sport of volleyball in Canada.
Our well-known philosophy #onelove is our way of encouraging an inclusive volleyball community.
Our Strategic Value Partners:
Mental Toughness Inc., was founded by former Canadian beach volleyball athlete Kara Zakrzewski. One of ONE Volleyball's founders, Jolande Amoraal, went through MTI's mental toughness training program, which has made a significant impact on her approach to sport and every day life. MTI's training focus is hugely effective and applicable both on and off the court.
VolleyJump was founded by another former Canadian beach volleyball athlete Reid Hall, who's strength and conditioning program has reached and developed athletes all across the world. He now also works with Elite teams such as the Ontario Blue Jays through his own facility, the Athlete Matrix. This facility trains a number of Premier League athletes.
Aligning ourselves with like-minded value partners helps to support the integrity of our values, and our vision for professional volleyball in Canada.
Lululemon Premier Draft Night
The Lululemon Premier Draft night launched the Premier League into action through events at 318 Queen.
The Premier League Expansion
Expand Premier League to Quebec and Alberta
Continue to run Challenger Series tournaments in Ontario
Run one Challenger Series tournament in Montreal
Year 2 expected reach: 1,500,000 +
Expand Premier League to British Columbia and Manitoba
Run exhibition matches between Provincial Premier League champions to test for National Premier Cup
Year 3 expected reach: 2,000,000 +
Add end of season National Premier Cup between all Provinces
Establish full season League in Ontario with travelling teams
Year 4 expected reach: 4,000,000 +