The Problem

True Lacrosse is a large, nationally renowned lacrosse organization that is growing at a rapid rate. With different programs and departments all over the county, they were very limited in their marketing efforts. True Lacrosse is the largest lacrosse team in the United States but had a very restricted knowledge of how to create, organize, and strategize a marketing plan. They also needed direction on how to implement and carry out this plan. To continue their growth as an organization, it was imperative that they improve processes, communication, and get their brand awareness out on a national level.

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The Solution

To start, Michigan Creative implemented a fractional CMO concept to help the True Lacrosse team implement executive-level marketing. Michigan Creative CEO Brian Town works hand in hand with True Lacrosse to manage their marketing team, create consistent messaging across all 50 states, and implement marketing strategies. With this FCMO structure, comes the entire Michigan Creative marketing team. Brian works directly with the True Lacrosse internal marketing team of 10 to implement marketing efforts across all levels, including branding, video, digital strategy, and graphic design. Brian also helps coordinate efforts with the in-house team at True Lacrosse to create direction and internal processes. Some of these processes include sponsorship packages, onboarding documents, and an e-learning platform.

Michigan Creative has worked with True Lacrosse on many different marketing efforts. The Michigan Creative team is helping to solidify the True Lacrosse brand on a national level. We’ve created unique and tailored messaging across all platforms and states with their core values, an onliness statement, and a brand standards guide. Michigan Creative also crafted up an entire corporate identity package that aligned with the brand and company objectives. Along with branding, Michigan Creative works with the True Lacrosse brand on several different efforts, including targeted advertisements for events, state try-outs, and overall brand awareness campaigns. We work closely with their team on design projects for flyers and templates and create many different event/promotional videos, which include a brand anthem video and a podcast.


The Results

Putting these measures into place has allowed for True Lacrosse to continue growing while keeping branding and marketing strategies in place in an organized way. The fractional CMO structure changed the game for True Lacrosse and has allowed for their team to work in unison with one another, as well as follow and streamline internal processes. Their new messaging has allowed for internal collaboration which in return helps programs and communication within the organization. With their new branding and messaging, True Lacrosse now represents the elite brand and organization that they truly are. They are now a company set up for future growth and success.

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Launch Project

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