Hope Beckham Inc.

Atlanta Dream (WNBA)

Situation
The WNBA identified Atlanta as a potential expansion city, and HBI worked with Central Atlanta Progress to organize the effort behind an exploratory committee formed to raise community interest and secure the right owner.

Approach
HBI created and executed a plan to court potential owners and launched 90-day campaign blitz and season ticket pledge drive that demonstrated the high level of support the city had for a team. HBI also orchestrated grassroots PR and marketing efforts through a volunteer force used to gain pledges.

Results
The campaign garnered significant local and national media coverage which resulted in more than 1,200 season ticket pledges and the announcement of Atlanta as the 14th WNBA franchise on October 17, 2007. The Dream’s debut was highly anticipated, and the league’s newest franchise set a WNBA record by selling out the first two home games. Since then, the WNBA has adopted this method as the model for future expansion, and HBI continues to support the team’s PR initiatives.