Tyrese Maxey Foundation
Friends and Family Weekend
Case Study
PROBLEM
The Tyrese Maxey Foundation hosted its inaugural Friends and Family Weekend, a new fundraising initiative focused on empowering youth through scholarships and community programs. As this was the foundation's first event of this kind, the goal was to build awareness, generate excitement, and curate an event that not only reflected the foundation’s mission but also enhanced Tyrese Maxey’s personal brand as a community-focused NBA player.
SOLUTION
As the Creative Project Manager and Brand Strategist, I took the lead in curating a brand experience that aligned with both the foundation’s values and Tyrese Maxey’s personal mission. The strategy revolved around highlighting his dedication to giving back and empowering others and integrating that into every aspect of the event.
Key Actions
10,191%
Increase in Accounts Reached
565
New Followers
164%
Increase in Website Traffic
$200,000+
Sponsorships and In-Kind Donations
All Case Studies
Brand Curation and Consistency
Ensuring the entire event, from sponsorship decks to social media posts, was on-brand with both the foundation's mission and Tyrese Maxey's personal values. The overarching theme was inspired by Tyrese’s motto of getting "1% better every day," which tied his on-court dedication to his off-court efforts in uplifting the community.
Social Media and Digital Strategy
I implemented a comprehensive 90-day social media strategy to build anticipation and engage the community. This included event teasers, content highlighting Tyrese’s involvement, and a steady flow of posts leading up to the event. Our goal was to introduce the Friends and Family Weekend as an exciting new tradition, while also showcasing Tyrese Maxey’s genuine commitment to making a difference.
Event Branding
We carefully branded each event within the weekend (the Night of Giving, Golf Tournament, and 1% Skills Camp) to reflect the foundation’s focus on youth empowerment and Tyrese’s personal involvement. At the Night of Giving, we presented a community outreach video that underscored the foundation’s collaboration with local partners, establishing a strong narrative about their impact and vision for the future.
Collaborative Communication
I facilitated clear communication across the team, sponsors, and partners, ensuring that all branding materials were aligned and executed smoothly. Every touchpoint from invitations to event decor reinforced the core message of both the foundation and Tyrese Maxey’s personal brand.