FUNDING: VISUALIZED
Motion Graphics
2023
LEGACY: SERVED
The John McEnroe Tennis Academy (JMTA) is the flagship youth tennis development program operated in partnership with SPORTIME, anchored by one of the sport's most iconic names. The academy supports competitive player development from beginner to elite junior level across multiple New York locations.
- CLIENT JMTA
- YEAR2023
- CATEGORY MARKETING
- LIVE PROJECT Visit Site
RESEARCH
Mapped the marketing needs of a $55M facility expansion across JMTA's Long Island and New York City campuses, identifying key audience segments from youth enrollees to adult members and media partners. Analyzed lead generation touchpoints and conversion gaps in existing promotional materials. Aligned messaging strategy with the academy's dual positioning as both an elite training destination and a community tennis resource.
DESIGN
Produced a comprehensive range of print and digital marketing assets to support the facility launch, including event graphics, team cup promotional materials, seasonal campaign visuals, and co-branded SPORTIME/JMTA collateral. Designed materials that carried the weight of McEnroe's brand legacy while remaining accessible and action-driving for everyday club members. Maintained visual consistency across in-facility, social, and digital channels throughout the campaign.
DEVELOPMENT
Coordinated creative production timelines to ensure marketing materials were ready ahead of facility opening, enabling immediate monetization of new court capacity. Managed asset delivery across print vendors, social platforms, and internal communications simultaneously. Established a reusable design system for ongoing JMTA seasonal campaigns and event series.
CONCEPT
The campaign strategy centered on building anticipation before the doors opened, using phased rollouts of teaser content, event promotions, and member-benefit messaging to generate early enrollment momentum. By treating the expansion as a cultural moment, not just a construction milestone, the launch attracted both new players and renewed interest from lapsed members. The result was immediate monetization of new capacity from day one.
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