After a decade of impact, a nationally recognized K-12 wellness program called “Fuel Up to Play 60” faced an unexpected shift—the dissolution of its founding partnership with the NFL. With this change came the need to rebrand, posing a critical challenge: how to maintain trust, engagement, and continuity for schools and stakeholders across the country that embraced Fuel Up to Play 60 over it’s 10+ year run.
Through a carefully crafted communications and marketing transition plan, we ensured that the program’s identity remained strong. By reinforcing familiarity, building confidence, and fostering seamless engagement, we helped educators, families, and partners feel assured that the mission remained unchanged—even as the brand evolved for the future.
ADDITIONAL DETAILS AND RESULTS:
Led executive communications and marketing in support of the transition for a nationally recognized K-12 wellness initiative, “Fuel Up to Play 60,” among its audience base of 100,000+ educators, ensuring brand continuity amidst the dissolution of its founding partnership with the NFL.
Developed a rebranding communications strategy that reinforced familiarity and trust, maintaining engagement among educators, families, and stakeholders nationwide.
Crafted messaging frameworks to highlight the initiative’s enduring mission, fostering confidence in its continued impact despite structural changes.
Implemented stakeholder engagement communications to facilitate seamless adaptation to the new brand identity while preserving credibility.
Drove strategic storytelling to position the initiative for future success, balancing innovation with the legacy of a decade-long impact.