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Pro Volleyball Federation: Strategic Marketing Communications Plans
Al-Tayyeb, Waed Anderson, Christopher Barrett, Justine Buchanan, Sarah Carson, Josh Childs, Austin Dibben, Chance Forrest, Taylor Gerber, Kathleen Gilbertson, Maddie
Al-Tayyeb, Waed
Anderson, Christopher
Barrett, Justine
Buchanan, Sarah
Carson, Josh
Childs, Austin
Dibben, Chance
Forrest, Taylor
Gerber, Kathleen
Gilbertson, Maddie
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Abstract
This capstone project presents a comprehensive marketing communications plan for the Pro Volleyball Federation (PVF), a rising force in professional women’s sports. Developed by the Spring 2025 cohort of the University of Kansas Digital and Integrated Marketing Communications master’s program, the plan addresses PVF’s goals to build national visibility, deepen fan engagement, and attract new sponsors in a competitive sports media landscape.
Our approach combined primary research from stakeholder interviews and survey results with secondary sources of market insights to identify target audiences and perform a SWOT analysis for PVF. This revealed key opportunities to enhance brand identity and community engagement, activate and grow a loyal base of supporters, and scale the organization’s impact through strategic partnerships. The plan centers on three core objectives: Build, Activate, and Scale. Each is supported by actionable strategies grounded in the PESO marketing model of paid, earned, shared, and owned media.
Key recommendations within the plan include unifying PVF’s brand voice, expanding influencer and content partnerships, and creating immersive fan experiences around signature events. By delivering clear, consistent messaging across integrated marketing channels, the plan aligns communications with PVF’s broader mission of being the premier professional women's volleyball league. Together, these efforts aim to strengthen PVF’s brand equity and accelerate growth both on and off the court.
Description
This project was submitted in partial fulfillment of the requirements for the Master of Science in Journalism degree.
Date
2025-05-06
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Keywords
Pro Volleyball Federation, Volleyball, Professional volleyball, Sports marketing, Strategic communications, Fan engagement, Volleyball promotion, Women's sports