Black Golfer's Weekend

Black Golfers’ Weekend is a professional initiative that includes events, news, information, social content, and resources surrounding golf. My role was to establish and grow the brand’s social presence for the three months leading up to the inaugural 3-day event.

Before I joined the campaign, the initial strategy was to focus on the 3-day event; however, my research indicated a deficit in digital spaces that reflected the growing interest and participation of Black people in golf. My strategy development included storytelling that reflected the history of Black people in golf, highlighting current representation, and introductory content such as vocabulary that would help garner the interest and engagement of new players.