Danyelle Wolf

Overview of the Project

Danyelle Wolf, a three-time US boxing champion, Golden Gloves winner, Jiu-Jitsu tournament champion, and professional UFC fighter, is known for her powerful presence in the ring. However, her online presence failed to do justice to her multifaceted personality. CPRA Strategies was retained to revamp Danyelle's brand and online profile to showcase her diverse talents and achievements.

Services Provided

Public Relations: Digital media design, sales pitch development and design, website design.
Advisory Services: Brand strategy and positioning, business development, contract negiotiations.

Background

In the Summer of 2019, Danyelle secured a spot in the final round of the Olympic boxing trials, with a chance to represent Team USA in the 2020 Tokyo Olympics. However, despite her impressive achievements, her online presence was limited to her boxing career, overshadowing her work as an advocate, artist, athlete, businesswoman, marketing icon, and social media phenomenon.

Strategy

Danyelle enlisted CPRA Strategies to create a modern online presence that highlights her journey through the 2020 US Olympic Boxing Trials and showcases her successes in various fields. CPRA Strategies followed a step-by-step process to develop and implement her new online brand strategy.

Planning and Research: The first step was to hold a kickoff meeting and planning session with Danyelle to learn about her background, personality, and future business opportunities. We spent several days immersing ourselves in Danyelle’s life to understand her background, training, and art collection. After discussing her brand’s current state and desired direction, we developed a creative brief and designed a multi-channel strategy to enhance her brand as an entrepreneur and artist.
Content Creation: The second step was to gather and create content as needed. Danyelle has a vast collection of photos and videos of all aspects of her life, and we began collecting and organizing this content.
Design: The third step was developing a wireframe to lay out each website section and optimize for the best user experience (UI). Once Danyelle approved the wireframe, we researched website platforms to host her new website. We chose Wix.com because Danyelle and her assistant were already familiar with the platform, allowing them to add content at their own pace.
Development: The fourth step was developing and designing the website on the Wix platform. With the Olympic trials approaching, we went all hands on deck to get the first draft ready for Danyelle’s review. We conducted a second round of edits before moving to the fifth step: testing the website.
Testing: We tested the website on different browsers and devices to check for functionality, usability, and performance. We also tested all links and forms to ensure they worked correctly.
Launch: The sixth step was launching the website. We prepared the domain to be transferred from the previous website host to Wix, and once that was complete, we performed a final check before going live.

In addition to developing the new website, we worked with Danyelle to develop content for her social media channels.

Results

Our efforts led to a 260% increase in organic website visits over twelve months, a 22% increase in social media engagement rate, and over 10,000 new organic social media followers. Most notably, Danyelle’s revamped brand and marketing materials helped her secure representation by the Creative Artists Agency (CAA), leading to her first UFC fight.

Representatives from CAA initially discovered Danyelle through her Instagram posts and reached out to learn more about her athletic pursuits. After an initial phone call, Danyelle was invited to Los Angeles to meet with CAA agents in person. At that meeting, instead of using a PowerPoint presentation or paper handouts, Danyelle screen-shared her new website, walking CAA agents through each aspect of her life. After the meeting, CAA presented Danyelle with a contract and offered to represent her in securing a UFC fight, as well as movie and television deals. CPRA Strategies reviewed the contract with Danyelle’s legal counsel and provided feedback to optimize her earning potential and business opportunities. Danyelle signed with CAA, and in September 2020, she triumphed in her debut UFC bout, earning a unanimous decision over Taneisha Tennant and securing a contract with the UFC.

Conclusion

CPRA Strategies successfully transformed Danyelle Wolf's online presence, reflecting her diverse accomplishments and talents, and helped her expand her earning potential and business opportunities. If you're an athlete or public figure looking to revitalize your brand, contact us to find out how we can help you achieve your goals.