USTA - Strategic Proposal

This project is a strategic communications proposal developed for the United States Tennis Association with a focus on increasing awareness and participation in college tennis among minority students ages 18 to 24. The strategy was grounded in research, including a situational analysis, social media audit, and audience insights that revealed a gap between USTA’s current messaging and the cultural realities of college students of color. Our team identified social media as the primary access point and positioned storytelling, representation, and campus presence as the main drivers of engagement.

The proposal outlines clear objectives, measurable goals, and actionable tactics, including a student-led social media campaign and on-campus activations at HBCUs, HSIs, and urban universities. The strategy reframes tennis as accessible, social, and identity-driven rather than elite or distant. This project reflects my approach to strategy: people first, research-led, and rooted in cultural awareness.

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