NFLPA Player Team Report Cards
The 6th Annual Awards
- Best Communications Strategy
ABOUT THIS ENTRY
The second annual NFLPA Club Report Cards were aimed at providing insight into the daily experiences of players and their families at each NFL team. After 1,700 responses and a timely drop, the report led to increased player awareness, club improvements, and advocacy for higher workplace standards.
How does this represent “Excellence in Engagement”?
This project opened the doors for fans, media, agents and more to see into the life of NFL players and the lack of consistent standards across the league. Even more, after the first year, several clubs made tangible changes to their facilities based on the information we published; and based on the initial response from team management, we expect that to occur again going into next season.
Objective
For years, players had asked our union to create a free-agency guide of sorts that illuminated the daily experience at team workplaces across the NFL for them and their families. And for the past two seasons, we've done just that, building a survey that shows which teams are performing well, which would serve as favorable free-agent destinations and what is the standard for how a NFL facility should operate. Over 1,700 players from all 32 teams participated in the initiative, providing grades for all major categories that make up an organization. The report cards not only foster a culture of transparency but also ensure one of our top priorities: that players have a voice in advocating for fair treatment, safety measures, resources and equitable opportunities within the NFL workplace environment.
Strategy & Execution
We know the modern sports fan loves a BANG – always craving the most exciting moments. With that in mind, we decided we were going to dominate the conversation within the sports world and on social media upon the release of the team report cards. A strict embargo was set for some of the league’s top media members, who were notified about the campaign in advance. Then, at the time of the release, thousands of posts flooded in within the first several minutes from individuals with a great deal of influence. This plan helped the report cards trend on social channels for several days following the release. Additionally, it allowed for players and fans to react together in real time as they reviewed the results from their team and others throughout the NFL. The report cards were laid out in a digestible way, allowing fans to easily click, sort and scroll through the various categories online to see how their teams stacked up against others. An overview for each club also allowed fans to easily pull put the highlights of the player feedback while bringing the necessary context to the grade given.
Organizations
- NFL Players Association
- Artemis Strategy Group
Links
Credits
JC Tretter
President
NFLPA
George Atallah
Assistant Executive Director of External Affairs
NFLPA
Stephanie Blackwell
Digital Content Manager
NFLPA
Carl Francis
Director of Communications and Strategic Partnership
NFLPA
Veronica Jenkins
Director of Creative & Interactive Content
NFLPA
Erin Lockwood
Communications Associate
NFLPA
Brandon Parker
Senior Communications Manager
NFLPA
Kasidee Karsten
Senior Manager, Digital Strategy
NFLPA
Evan Pascal
Communications Coordinator
NFLPA
Rich Persons
Information Systems Director
NFLPA
McCabe Weaver
Lead Developer
NFLPA
Don Davis
Senior Director of Player Affairs
NFLPA
Lester Archambeau
Senior Player Director
NFLPA
Dwayne Allen
Player Director
NFLPA
Wesley Woodyard
Player Director
NFLPA
Brandon Chubb
Player Director
NFLPA
Andy Studebaker
Player Director
NFLPA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
