Client
Mizzou Gymnastics
Type of Work
Strategy and Branding
Overview
As part of my coursework in Honors Public Relations, I developed a comprehensive NIL (Name, Image, and Likeness) Playbook for Mizzou Gymnast Kennedy Griffin. In an increasingly competitive landscape, student-athletes must move beyond simple social media presence to build intentional, marketable personal brands. This project involved a multi-layered research approach, including a digital audit of current platforms and an interview with Kennedy to align her brand with her authentic interests. By analyzing successful student-athletes across the country, I identified key growth opportunities to transition her presence from a casual feed to a professional, sponsorship-ready digital ecosystem.
The Ask
Elevate Kennedy Griffin’s personal brand from a standard athlete profile to a high-value NIL partner capable of securing premium sponsorships and maximizing digital impressions.
The Strategy
Transition Kennedy’s digital identity from "just an athlete" to a lifestyle mentor for the next generation of gymnasts. By establishing three core Content Pillars—Food/Nutrition, Beauty, and Gymnastics—we reposition her platforms as a destination for holistic athletic life. This strategy shifts the focus from highlighting achievements to sharing the authentic "behind-the-scenes" journey, building a deeper emotional connection with an audience of health-conscious female sports fans.
Background Research
The Digital Audit & Competitive Benchmarking I performed a deep-dive audit of Kennedy’s Instagram and TikTok, identifying technical areas for improvement, such as feed cropping, thumbnail optimization, and consistency. I benchmarked her engagement against peers like Amilie Morgan and Jocelyn Moore to set realistic season-long growth targets.
Content Pillars
1. Food/Nutrition: To attract food and nutrition brands, I engineered concepts like "What I Eat in a Day" and "Columbia Nutrition Tours." These segments provide tangible value to her target audience of young gymnasts while creating natural entry points for healthy-lifestyle sponsors. 2. Beauty: Leveraging Kennedy’s interest in beauty, we designed content around "Meet Hair Inspo" and "Post-Meet Hair Care". These rituals transform a routine part of gymnastics into a branding tool, positioning her as a relatable influencer in the personal care space. 3. Gymnastics: To solidify her authority, we pivoted gymnastics content toward "Conditioning Routines" and "Skill Tips". By sharing drills and technical advice, she transitions from being an athlete fans "watch" to a mentor fans "learn from," significantly increasing her community engagement.
Partnerships
The Partnership Pitch The campaign culminated in a tailored Sponsorship Pitch, identifying local and national businesses—such as Nourish Cafe, GK Elite, and Tiger Nails—where her brand pillars and target audience overlap.