Know Your Play, NCAA Partnerships, and Strategic Communication

Adrian Ward

Alright, let’s dive straight in with one of the week’s key highlights—the 'Know Your Play' initiative. This marks a major step forward in our partnership with ROGA. Essentially, this campaign is designed to empower our target audience with actionable insights, helping them, well, to quite literally "know their play." I think it’s a fantastic representation of how strategy and collaboration can come together for impactful results.

Matt Hennessey

Exactly! And it's not just about information—it’s about engagement. The idea here is to create messaging that resonates, that really grabs people where it matters most. Like, take the testimonials for example. Jen Shatley’s feedback on EPIC’s work is such a powerful story. She’s been vocal about how impactful the programs have been, and her insights are, you know, the kind of thing that other stakeholders or potential partners are gonna find really compelling. That’s why she’s our spotlight for #TestimonialTuesday this week.

Adrian Ward

Absolutely. Feedback like Jen’s adds an authentic, relatable voice to our messaging. And, I think we’ve done a great job making sure this aligns with the overall narrative we’re building with ROGA. There’s a lot of moving parts with this initiative—it’s been a real cross-team effort. From finalizing the PR strategies with ROGA to ensuring the campaign tone hits the mark, it’s been, well, a bit of a juggling act. But, we’re really confident about the rollout on Tuesday.

Matt Hennessey

Which, by the way, could only happen because of how tightly the comms team has worked together on this. I mean, the sign-offs, coordinating with ROGA’s PR agency, all the little details—it’s been a real display of teamwork. And it’s not just functional; it’s inspiring. It reminds me of why cross-departmental collaboration can be such a game changer. You know, when you’ve got design, comms, PR, and even content teams all rowing the same way, the results can be massive.

Adrian Ward

And we’ve definitely hit on that synergy here. The rollout will spotlight not only the campaign's strategic goals but also the human stories behind it. We’ll be promoting those stories across every channel, and the messaging really hinges on authenticity and relatability, like you mentioned, Matt.

Matt Hennessey

Yeah, yeah. And just coming back to #TestimonialTuesday for a second, it’s such a clever way to add that personal touch. We’ve had great responses from those so far, and it really helps amplify the bigger comms objectives while breaking down the corporate-speak barrier a little bit. It’ll be exciting to see how Jen’s testimonial lands with the audience.

Adrian Ward

No doubt about it. If all goes as planned, this could be one of our standout campaigns for Q1. Everyone’s worked incredibly hard to bring it all together.

Adrian Ward

Building on that same collaborative momentum, let’s shift gears and talk about another major achievement—the extension of our partnership with the NCAA for three more years. This is, without a doubt, a significant milestone for us. These kinds of collaborations don’t just extend themselves, right? They require trust, mutual respect, and a clear alignment of values. And I think we’ve demonstrated all of that, especially with the work we’ve done together over the last few years.

Matt Hennessey

Totally. It’s the kind of partnership that showcases longevity and value beyond the contract terms. You know, Adrian, I was just thinking about last week’s photo op—getting those shots with the NCAA representatives? That was such a great way to visually cement the relationship. It’s amazing how much weight those images carry when you're presenting both internally and to external stakeholders.

Adrian Ward

Exactly. It adds a layer of tangibility to the partnership. And, looking ahead, this extension gives us the chance to push the boundaries even further. We’ve already started working closely with Patrick and other US voices on a media push to highlight this success. The aim isn’t just visibility; it’s about signaling to our broader audience that the partnership is thriving and, more importantly, continuing to grow.

Matt Hennessey

Yeah, yeah! And that growth, that evolution, is where the story really is. It’s like, look—we’re not just maintaining the status quo. This extension is proof we’re doing something right. By amplifying it in the media, we can reinforce those strategic steps we’ve taken to make this partnership stand out. Honestly, it kind of sets the blueprint for future collaborations.

Adrian Ward

It does, absolutely. And it’s worth mentioning how we’ve been consistently learning from this partnership. We’re not approaching it the same way we did three years ago—and that’s a good thing. The context has evolved, and we’ve adapted with it. I think that adaptability is one of the reasons we’ve been able to sustain and build on this relationship.

Matt Hennessey

Right, and it’s also why this kind of long-term approach is so important. You don’t just want to close a deal and walk away. Partnerships like this rely on regular check-ins, collaboration, and, well, creativity sometimes. Like with the photo op—you bring these moments into the fold to remind everyone why they signed up in the first place. It’s powerful stuff.

Adrian Ward

Absolutely, Matt. And from a communications perspective, it’s that combination of strategy and storytelling that really makes the difference. Media visibility only works if there’s something meaningful to share, and we’ve worked hard to make sure there is. Aligning those aspects as we move forward will be key—both with the NCAA and with other partnerships we’re cultivating.

Adrian Ward

Building on that sense of collaboration and adaptability we’ve achieved with our partnerships, let’s turn our attention inward and talk about how we create that same alignment within our teams. One of the big things we’ve been focusing on is the EPIC catch-up call, which, honestly, is such a crucial touchpoint for making sure everyone’s pulling in the same direction. These calls really help us build a shared understanding of what’s happening across functions and ensure we stay synchronized.

Matt Hennessey

Yeah, yeah! And it’s not just about the updates, though that’s important. What I love about those calls is how they break down the silos. Everyone gets a voice, and it’s almost like... a hub where ideas spark and projects evolve. Like, take the ‘messaging and tone’ meeting coming up next week—that’s a direct result of those internal dialogues, right?

Adrian Ward

Exactly. It’s that ability to connect the dots that makes all the difference. That meeting is going to be such a key moment for aligning our public relations, marketing, and brand messaging. When you’ve got multiple teams working on overlapping goals, having that shared clarity can make or break the execution.

Matt Hennessey

Totally. And you know, Adrian, what strikes me is how proactive the team’s been about identifying those connections. It’s not just reactive; it’s like we’re constantly building on our strategy. Take the Rhode Island campaign, for example. That’s a massive project with so many moving parts, and yet, somehow, it all comes together because of these consistent touchpoints.

Adrian Ward

Exactly right. And speaking of Rhode Island, the team has been so meticulous in planning the design work there. It really sets the standard for how we approach cross-functional campaigns. It’s one thing to, you know, have a big vision, but it’s the detailed coordination that makes it achievable. Little things like ensuring messaging remains consistent across the campaign—it requires real foresight.

Matt Hennessey

Oh, absolutely. And it’s not just Rhode Island—look at the Summer Town Hall planning. Abby’s been, I mean, all over it. She’s scouting venues, organizing timelines—it’s what you’d expect from a project of that scale, but seeing it in action reminds you how important those foundational pieces really are.

Adrian Ward

It all comes back to that notion of coordinated planning. The internal handover project is another great example—it’s not just about processes. It’s about empowering the team to work more effectively together. That’s why the emphasis on communication, on fostering synergy across departments, is so integral to what we do.

Matt Hennessey

Right, and it’s also what sets us apart. Think about our work with the NCAA or even the upcoming marketing events. These kinds of successes don’t happen in isolation—they’re the direct result of tight collaboration and, honestly, just getting the basics right. You don’t always see that side of things, but it’s such an essential part of what makes EPIC tick.

Adrian Ward

Absolutely, Matt. And as we look ahead, I think there’s a lot we can be proud of. Whether it’s the internal learning initiatives Charlotte’s leading or the fresh ideas coming out of our strategy sessions, it’s clear the foundation we’ve built is paying dividends. When you’ve got alignment, even the most complex projects become doable.

Matt Hennessey

Yeah, that’s it. It’s about keeping that momentum, right? And I think we’re in such a strong place to do that.

Adrian Ward

On that note, I think we’ll wrap things up here. It’s been a great conversation, Matt, and a wonderful chance to reflect on the work we’ve been doing. To everyone listening—thank you for joining us for this week’s episode of The Comms Weekly Briefing. Stay connected, stay strategic, and we’ll see you next time.