Serving success: A strategic communication plan for kickingbird pickleplaza

This thesis explores the comprehensive development of a brand identity and communication strategy for KickingBird PicklePlaza, a new pickleball facility in Edmond, Oklahoma. Capitalizing on the national surge in pickleball participation—which has grown 39% since 2021—this research addresses the opportunity to create a cohesive brand identity that resonates with the facility's diverse user base. Through methodological triangulation incorporating secondary research on industry trends, primary research via focus groups with 20 participants, and A/B testing with 229 respondents, the study identified key user personas, brand elements, and communication preferences. The research revealed a strong emphasis on community connection, with 79.1% of survey respondents reacting positively to narrative messaging centered on hometown spirit. These insights informed the development of a comprehensive visual identity including a logo that synthesizes feedback from closely split preferences (48.5% vs. 45.0%), a color palette connecting to both the sport and local heritage, and the tagline "KickingBird PicklePlaza: Come. Connect. Compete." which received 67.2% preference among respondents. The resulting strategic framework includes implementation plans for social media engagement, promotional content creation, and measurable success metrics, positioning KickingBird PicklePlaza as a premier destination for play, community, and growth in the expanding pickleball landscape.