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Case Study: University Volleyball Tour in China

Unique student-athlete experience in Shanghai, Nanjing, and Beijing​

· Case Study,University Tour,Event Management

The Pac-12 Conference organized their annual all-star volleyball tour in China, featuring student athletes from all 12 member universities. Consisting of over 20 members, including coaches, athletic trainers, and Pac-12 staff, the 2016 delegation traveled across China for a 10-day tour. The team played games against professional teams from Shanghai, Beijing, and Nanjing and explored each city's culture and history.

The tour culminated with a four-team tournament in Beijing, featuring games against both the Chinese and U.S. Junior National teams.

Objective: Optimize the delegation's experience in China and capture content around their tour for the Pac-12 U.S. social media platforms and website.

Challenges

  • Act as the bilingual liaison for the Pac-12 Conference to ensure a smooth tour experience, including on the go event troubleshooting to maintain a high level of customer service.
  • Provide real-time updates from the tour for the Pac-12 digital team from photos for social media to press releases and game reports. 
  • Coordinate with the Chinese media staff from the professional teams to obtain up to date game statistics.

Our Work

Logan accompanied the Pac-12 staff for the duration of the ten day tour, traveling to all three cities. Prior to the trip, she created a digital strategy and daily shot list to provide photos and content that would resonate with volleyball fans back in the U.S. market and provide the student athletes with well-documented memories of the tour. Working as an extension of their team, she delivered daily press releases and game reports to the Pac-12 Conference web team and shot photos of the team’s games and cultural experiences.

China offers its own set of challenges for visitors, and university tours are no exception. Logan served as an on the ground “fixer:” sourcing meals, translating, event security troubleshooting, coordinating with venues and local alumni, as well as any other real-time needs that arose from the athletes, coaches, or tour delegation. Acting as an extension of the Pac-12 Conference, Logan provided personalized support for the athletes and Pac-12 team, complimenting the efforts of their international travel partner, local teams, and government groups.

Services

Event Support: Bilingual Team Member, Onsite Sourcing, and China Problem Solver

Content Creation: Photography and Social media Content Capture

Community Management: Lead Resource for local alumni as an extension of the Pac-12 team

Results

Our commitment to quality assurance and customer service led to a positive and memorable experience for the student-athletes. Utilizing our local knowledge of China, we increased the overall tour satisfaction from the Pac-12 Conference staff. The press releases and game reports provided the most up to date coverage of a Pac-12 All-Star Volleyball Tour since the initiative launched in 2013.

Social Media Samples:

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