Building a brand from scratch with forward Madison FC

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Speakers: 
Jason Klein: Digital Content Manager 

• Graduated from UW-Madison in 2009
• Mainly works on the day-to-day social media and the team's website

Kuba Krzyzostaniak: Director of Fan Engagement & Digital Media

• Graduated from UW-Milwaukee in 2009, has spent 10 years working in soccer between Germany and the United States
• Has a role in all forms media as well as brand activation

About the team:

• 2019 was the teams inaugural season
  
• Plays in USL League One which contains 12 teams, and recently added 3 expansion teams. In 2019, they led the league in attendance, merchandise sold & social media presence
  
• Plays at historic Breese Stevens Field in downtown Madison
• An affiliate of the MLS's Chicago Fire
• The players come from countries all over the world, but also multiple players from Wisconsin

Key points:

• Forward Madison FC built legitimacy by creating a national and global identity. They have sold merchandise in 50 states and 20 countries
  
• It is hard to predict when content will get attention and go viral, however there is always the opportunity to listen to your fans as an indicator
• Always engage, and make it meaningful
• For teams with a lower budget, social media is the great equalizer
• The ability to be unique with uniforms contributed greatly to the club gaining popularity
• Forward Madison FC brand identity: fun, quirky and proud of being from Madison
• When working with a smaller team, it allows for opportunities to work in multiple departments
• Be well-rounded and know how to do a little bit of everything
• The most important ability is the ability to handle whatever is thrown at you