Melissa Bishop-Nriagu
SCENARIO: Leading up to the Tokyo 2020 olympics, 800m Team Canada Runner Melissa Bishop-Nriagu was looking to elevate her digital presence and create a website that served as a central hub for fans to keep up with her journey.
TASK: Create a website to showcase sponsors, provide easy access to race schedules, offer an additional source of revenue through speaking engagement request forms, and compliment her agent & management team’s efforts.
Client: Melissa Bishop
Industry: Sports
Responsibilities: Strategy, Partnership Management, Copywriting & Content Development, and Website Design & Development
Partners: Nike, Royal Bank of Canada (RBC), Toyota, B2ten, ActiveForLife, Infinit Nutrition, and Early Riser Coffee
Team Affiliations: Team Canada
Photography: Carlos Serrao, Viktor Radics, and Milos Savic
APPROACH
A MOTHER MAKING STRIDES
Melissa's website served as a powerful tool in cultivating her personal brand and acting as a virtual extension of her identity; showcasing her achievements, values, and aspirations.
By curating relevant articles and sharing Melissa’s background, we were able to continue to portray her in the most genuine and authentic light while navigating the complexities of her personal and professional life.
One of the key features of Melissa's website was her race schedule, providing fans with real-time updates on her competitions, results, and performance metrics. This allowed her to foster a sense of anticipation and excitement among her supporters, encouraging them to follow along every step of the way.
CONTINUED APPROACH
PUTTING ON FOR MELISSA’s PARTNERS
We went on to emphasize Nike, RBC, Toyota, B2Ten, ActiveForLife, and Infinit Nutrition’s contributions to Melissa’s journey and how they allowed her to compete at a professional level. We focused on how each partner played a pivotal role in her career, reinforced partner brand narratives, and drove awareness of partner campaigns depending on the time of year in which they engaged with Melissa.
OUTCOME
ON YOUR MARKS, GET SET, BREW.
Melissa's website also stepped in as an additional revenue stream and reinforced her new partnership with Early Riser Coffee, a small-batch coffee roaster. Together, they introduced a cobranded coffee blend called Bishop Blur.
By offering cobranded merchandise that her fans' could introduce into their own morning rituals, inspire them to start their own runs, and allow them to get access to exclusive products. This drove fans to social media to promote product launches and share product experiences, ultimately driving awareness for partners, increased fan engagement, and greater brand advocacy for Melissa.