How the Miami Dolphins' 'Team-First' Approach is Redefining Marketing Playbooks, with VP of Brand Marketing Michael Shaw

December 20, 2023

The Dolphins' Social Media Strategy - A Team Effort

Picture this: you're scrolling through the Miami Dolphins' social feeds. You expect to see the usual suspects - the star quarterback, the lightning-fast wide receiver. But wait, what's this? A long snapper getting the spotlight? That's right. In a bold move that might seem like a social media sin, the Dolphins focus on the team rather than the stars. It's all about the collective, not the individual. Why? Because according to VP of Brand Marketing Michael Shaw, the team ethos is king.

Michael joined us on a yacht to discuss this strategy and many others. Before we dive in, check out the full interview here:

Breaking Down the 'Team First' Approach

This isn't your run-of-the-mill strategy. The Dolphins' approach challenges the norm. In a world where individual branding often takes center stage, they're flipping the script. They're highlighting every player, from the one making the game-winning catch to the one who, well, snapped the ball perfectly. It's like giving every actor in the movie, including the guy who delivered the pizza in scene three, their moment in the Oscars acceptance speech.

The Benefits of a Collective Focus

Why should you care? Because this strategy is more than just nice – it's smart. For starters, it builds a stronger team culture. Everyone feels valued, from the star player to the one in the trenches. This isn't just feel-good stuff; it translates to on-field performance and fan engagement. Fans love to root for a team that feels like a family. And from a marketing standpoint, this approach creates a diverse content stream that appeals to a wider audience.

Implementing a Team-Centric Approach in Your Marketing

So, how can you apply this to your brand? First, evaluate your current focus. Are you spotlighting just the 'star' products or services? Consider shining the light on the unsung heroes of your portfolio. Next, involve your entire team in your marketing efforts. Get input from different departments, not just the usual suspects. This could lead to fresh, diverse content that resonates with a broader audience.

  1. Diversify Your Content: Don't just focus on the bestsellers. Highlight the process, the people behind the scenes, and lesser-known products.
  2. Encourage Team Contributions: Involve different departments in content creation. The insights from your IT team could be as valuable as those from Sales.
  3. Celebrate All Achievements: Just like the Dolphins celebrate both the quarterback and the long snapper, acknowledge all levels of success within your company. Encourage cross-departmental collaborations for content creation, blending different skills and insights.
  4. Engage with Your Community: Create content that involves your audience. Ask for their stories and how they interact with your brand.
  5. Analyze and Adapt: Keep an eye on engagement metrics. See what works and what doesn't, and be ready to pivot. Track the impact of this inclusive approach and celebrate the wins, both big and small.

Why This Matters

In a world where individual achievement often overshadows collective effort, the Miami Dolphins' approach is a breath of fresh air. It's a reminder that success is a team sport, in football and in business. By adopting a more inclusive, team-centric approach, you're not just building a brand; you're building a community. And remember, in the words of the great philosopher, Michael Shaw, it's about highlighting the team and individual greatness.

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