Content & Storytelling | Video
#ATtips | Athletic Trainer Campaign
A standard awareness campaign was on the table. Conversations inside the schools pointed to something better: putting the athletic trainers, the people families already trusted, at the center of the message.
Context
Families trusted the trainer, but didn't know who sent them.
While walking partner schools to build out facility partnerships, the same thing came up again and again: parents, coaches, and even staff assumed the school was paying for its athletic trainer. The trainers were actually provided by St. Elizabeth, and that relationship was nearly invisible. Meanwhile, the planned campaign relied on the usual billboards, streaming audio, and social posts with generic messaging about services, locations, and a phone number.
Action
The trainers became the message.
Knowing what I was hearing in the schools, I pushed to replace the generic approach with one built around the trainers themselves. Ten athletic trainers from partner schools and Thomas More each shared one practical tip for student-athletes, from proper stretching to hydration to when to use ice. Each tip became a short video, a custom social graphic, and part of a full tips article, with placements on social, YouTube, the St. Elizabeth homepage, and digital screens across facilities. Every piece put a familiar face from the sidelines next to the St. Elizabeth name.
Result
One of the most interactive campaigns the team had run.
The campaign connected the trainers families already knew to the system behind them. The trainers embraced it, sharing posts and setting up their own social accounts to join in. The paid promotion ran as 11 small placements of about $250 each, $3,000 in total, and drove 4,440 clicks to the website and 654 new page followers. Its success set up the next year’s campaign, which turned the focus to the athletes those trainers helped get back in the game.
Video
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