United States Tennis Association (USTA)
Building belonging in the tennis community, on the court and behind the scenes.
Solutions
Talent Acquisition Strategy and Recruitment Marketing
Workplace Culture Development
Organizational Purpose
Values Development
Diversity, Equity, Inclusion and Belonging (DEIB)
Internal and External Communications and Engagement
Leadership Development
Welcoming everyone to the game of tennis.
The USTA is the national governing body for the sport of tennis and a leader in promoting and developing the game in the US. As the host of the US Open grand slam tournament, the USTA is using its global platform to change the game by becoming a leader in diversity, equity, inclusion and belonging for both tennis fans and the 500+ team members behind their brand.
We developed comprehensive solutions to help the USTA attract and retain the right talent for the job, while amplifying and supporting its celebrated and unabashedly progressive external brand.
We hosted listening sessions with the USTA team to understand the organization’s workplace culture, and created an employee engagement campaign that invited them to define and champion their experience.
At the USTA’s annual conference we invited team members to challenge their biases, expand their awareness, and embrace diversity and inclusion at the organizational level.
In partnership with the DE&I, Marketing, and National Tennis Center teams, we adapted this experience at the 2022 US Open to promote the important role of diversity, equity and inclusion in tennis and beyond.
We also brought this narrative to the frontlines of the 2023 US Open tournament to attract skilled candidates to support the event via a new US Open careers site, Indeed enhanced company profile and marketing campaign, and recruitment materials that amplified the USTA’s DEIB-driven message.
Our efforts helped generate more than 162,000 impressions and 32,000 applications, and led to an organizational assessment and development of broader team member training.
In 2023, the US Open welcomed nearly one million attendees to celebrate the 50th Anniversary of Equal Prize Money and the game’s equity evolution.
We created the US Open Equity Experience, a three-part immersive booth that attracted more than 100,000 attendees with an interactive timeline wall, LED display, and a 360° selfie station that put attendees at the center of the tournament’s #BeOpen campaign.
We continue to support the USTA by inviting and enabling more people to play the game once reserved for an elite audience. We're actively extending the inclusion message to the USTA's internal team by working with the Board of Directors and other leaders to develop the organization's purpose, values, employer brand and strategy for social impact.
