As the leadership of Hoosiers For Good met with local businesses, they identified the need for a commercial NIL collective that could elevate Indiana brands and bring fans closer to their favorite Indiana University players. Hoosiers Connect was formed in the summer of 2022, and Fields & Co. led a team of freelancers to develop and launch the brand.
For its first six months, Fields & Co. developed and executed all communication and marketing strategies to raise awareness for the organization, and attract club members and corporate sponsors, resulting in more than $2.3M raised in a joint campaign with Hoosiers For Good.
Fields & Co. crafted the value proposition and key messages for each target audience of the new organization—its grassroots fan club, its corporate sponsors, and its individual NIL business partners. Messages were integrated into all content deliverables to follow including in-game advertising.
We led a team of freelance creatives to develop in-game awareness ads that ran during the 2022-2023 IU men's basketball season after Hoosiers Connect was named an official NIL collective of IU Athletics. The ads averaged 20,000+ impressions during each game and significantly increased web traffic.