Tulsa Race Massacre Centennial
2022
United Soccer League (USL)| Sports and Entertainment | Creative Direction | Advertising Campaign | Project Management | Marketing | Merchandise | Brand Identity | Community Engagement | Grassroots Marketing | Non-profit | Murals | Community Organizing | Partnerships | Sponsorships
2021
FC Tulsa's tribute to Black Wall Street was a comprehensive endeavor encompassing historical education, intentional community engagement, and philanthropic support. Through strategic partnerships, donations, and programming the team honored the past, recognized the present, and invested in the future of the Greenwood district, leaving a lasting impact on both local and national communities.
Role: Head of Marketing and Brand for FC Tulsa. Spearheading and managing all moving parts of this initiative.
4X ROI
Grassroots-based strategy to reach a near-0 budget risk for FC Tulsa utilizing earned media, community partner packages, and mission-based initiatives.
17+
Partners representing corporate sponsors, non-profit organizations, local government, sports entitites, local & national media outlets, online and physical stores, and community leaders.
+$25%
Sales increase from projected numbers before programming coming from all revenue streams incl. sponsorships, ticket sales, and team store.
+135%
Web and social media traffic during 2021 season surrounding Initiative news.
$30k+
Donated to the local Greenwood neighborhood community, with more promised from establishing longer-term programming.
6
Public and team art projects making a difference in the neighborhoods everyday
5
Community & education programs born in 2021, and continuing a legacy in honor of the 1921 Race Massacre.
countless
Connections, memories, stories, learnings, and people who touched this project
Honoring the Past Through Education
To help educate itself about Black Wall Street and the events surrounding the Tulsa Race Massacre, all FC Tulsa front office staff, coaches and players receive a historical tour through the Greenwood District of north Tulsa, led by Chief Egunwale Amusan, the president of the African Ancestral Society.
“Chief” is an ancestor of Race Massacre survivors and runs The REAL Black Wall Street Tour where he takes patrons throughout Greenwood and the important sites and markers where events occurred.
$25k
Donated to state-of-the-art museum, Greenwood Rising to support educating locals and visitors of the 1921 Race Massacre.
100%
Participation from FC Tulsa front office staff, players, and official supporters groups.
Greenwood Ave. Patch
FC Tulsa used its platform of sport to help showcase the vibrance and strength born and bred in Greenwood through its artists, organizations, and businesses. Each element of this project is infused with purpose. By partnering with local artist Trey Thaxton and prominently featuring Greenwood Ave. patches on their jerseys, FC Tulsa not only honors the strength and cultural heritage of the Greenwood community but also amplifies awareness of historical injustices and their lasting impact on marginalized groups.
FC Tulsa amplifies the visibility of the Tulsa Race Massacre's legacy, sparking conversations and raising awareness both on and off the soccer field. In a prime sponsor location of great value, this marks the importance and dedication of FC Tulsa to the community.
1MM+
Unique viewers gained through only earned media reaching local and national outlets. Programming even created opportunities to be picked up by Russell Westbrook and his commemoration work for the Race Massacre.
12+
Community partners joined to sell the patch in alignment with the mission.
$5k+
Donated to Terence Crutcher Foundation from the first year of Patch sales.
Monroe Demonstration Academy
Mural Project
Mural Kit
To create even more impact from the murals, FC Tulsa’s Head of Marketing and Brand designed a “Mural Kit” featuring elements of all artists’ pieces. Kits were sold with proceeds benefitting educational programming at Monroe Demonstration Academy.
FC Tulsa wore the jerseys (aka “kits”) on the field and were sold at their team store. For the premiere of the jerseys, the Mural Project, its partners, and the artists through video content and game presentation programming.
A partnership with a kit supplier was reached to produce the jerseys at-cost due to alignment of mission and values.
The Monroe Mural Project consists of four murals at Monroe Demonstration Academy in North Tulsa, organized in partnership with Arts Alliance Tulsa and leadership at Monroe Demonstration Academy. Artists were selected with priority on local and minority representation, remaining authentic to the demographics of the North Tulsa neighborhood.
Upon completion, Monroe students walk through bright hallways with reminders of Monroes’s core values: empowerment, excellence, community, and responsibility.
+36%
Increased traffic to website due to earned media and marketing efforts.
$7k+
Donated to Monroe Demonstration Academy from sales or mural jersey
$25k
Paid to artists for mural works.
+$40k
Corporate sponsored assets