For smaller sports, capitalizing on the big moments- like the Olympic Games can make or break your organization. The added opportunities for media exposure and piqued interest by the public give organizations the perfect storm to grow their sport- from a membership and revenue standpoint.

To capitalize on these rare moments, a significant amount of planning is required. We began planning the 8+ year outline of the organizational messaging that would carry us to and more importantly through the 2020 Tokyo Olympics Games and on towards 2024 and LA 2028 almost immediately.

Throughout the lead-up to and during the 2020 Tokyo Olympic Games, I handled all Media, PR, and Marketing aspects for USA Diving, including media operations at the Olympic Trials-Diving, Athlete Media and Social Media Training, Event Social Media coverage, press release creation, and distribution, serving as Press Officer in Tokyo, coordination of sponsor activations and more.

Our efforts resulted in growing our TikTok channel to over 200k followers in less than 6 months, with over 4.1 million content interactions across all platforms. Additionally, our earned media coverage was over $9m in ad equivalency with features in People Magazine, The Today Show, and more- all without paying a single dollar in ad spend.