The document summarizes how Uncle Charlie improved the digital strategy and social media presence of the American Association of Professional Baseball (AAPB) league over two years. They focused on posting more engaging visual content like video highlights in 2021, then live streaming almost every game in 2022. This approach grew the AAPB's social media followers by over 120% and impressions by nearly 50%. Uncle Charlie also helped promote major events like the All-Star game, driving over 1.5 million impressions. Their multi-channel content approach across email, website, video and live streaming led to significant engagement growth and subscriber increases for the AAPB.

1. CASE STUDY

2. The American Association of Professional Baseball is a MLB Partner
League with 12 teams across North America. Before we began working
with the AAPB in early 2021, their social media feeds were relegated to
posting score graphics and player transfers - content only meant for its
most diehard fans.
Since then, we have revised their digital strategy to grow the league’s
profile across America and Canada and turned the AAPB into MLB’s
premier Partner League.
BACKGROUND

3. IMPROVED CONTENT STRATEGY

4. IMPROVED CONTENT STRATEGY
The league’s shift in content happened in two stages:
unique individuals reached total followers
2021 - Stage 1: Advance a more visual and engaging style of content
During the 2021 season, we focused on posting several video highlights per day to help build context
around storylines happening across the league such as playoff races, individual statistic races,
rivalries, player dynamics, etc.
From May-September 2021 we grew to:
1.1 MILLION +29%

5. 56.4K impressions 26.6K impressions
TOP POSTS | 2021

6. IMPROVED CONTENT STRATEGY CONT.
YoY engagement growth unique individuals reached
total followers
live video views increase in net profit
from streaming
2022 - Stage 2: Cover games live to drive real-time fan engagement
During the 2022 season, we focused on the live coverage of every game across the 100 game season.
This often resulted in us covering six games at once, and pushed our content output to 6-10 posts
across multiple platforms per night with several more individual pieces still coming the day after.
+120% 9.0 MILLION
+49%
+27.5% +32%

7. 183K impressions 5.2M impressions
TOP POSTS | 2022

8. IMPROVED CONTENT STRATEGY CONT.
Streaming Viewership: 2,709
Social Media Impressions: 780K
Total Attendance: 4,143
2022 All-Star Game & Home Run Derby:
Streaming Viewership: 61,514
Social Media Impressions: 1.5M
Total Attendance: 6,046
2022 Miles Wolff Cup Finals (5 games):
2022 - Stage 2: Cover games live to drive real-time fan engagement
Live content wasn’t only done remotely, as we were able to place an emphasis on important league
events and games by executing in-person event coverage at the 2022 AAPB All-Star Game in Chicago
and the 2022 Miles Wolff Cup Finals in Fargo.
The increased access and quality of content around these events resulted in a significant increase in
league engagement and reach on and around the days of the events:

9. Miles Wolff Cup Finals - Game 5
Miles Wolff Cup Finals - Game 2
2022 All-Star Game
2022 Home Run Derby
LIVE CONTENT | 2022

10. MULTI-CHANNEL APPROACH

11. MULTI-CHANNEL APPROACH
open rate click rate subscriber growth
Uncle Charlie oversaw the email, website, short and long-form video, graphic design and live game
content for the league.
Email Content Strategy: Our goal was to drive direct traffic from this audience, cut through the rest of
their inbox. To do this we had to ensure the copy and content of the email spoke plainly but included
some elements of humor and intrigue.
39.05% 1.46% 0 to 8,071

12. CONTENT SAMPLES | 2022

13. MULTI-CHANNEL APPROACH CONT.
Website Content Strategy: This is where the league’s diehard fans go, so we had to think of their
content requirements first. This means creating the most relevant content as quickly available as
possible.
Short and Long-Form Video: We oversaw the production of a weekly long-form video segment that
dove deeper into a player, storyline or event in the league. On top of brainstorming ideas, coordinating
interviews and delivering on footage, we took a more intentional approach than most to distribute the
content based on each platform.
Live-Stream Content: The league undertook several initiatives in 2022 to make its live content more
widely available to fans for free. This included a Facebook Game of the Week, an NFL RedZone-style
show called High Leverage hosted by Carter Woodiel and the streaming of the Miles Wolff Cup Finals.
Uncle Charlie led the distribution and promotion of these properties.
In the 2022 we earned 105,075 total live views.

14. GRAPHIC DESIGN AND BRANDING

15. DESIGN SAMPLES | 2022

16. TANGIBLE ROI

17. TANGIBLE ROI
After aggregating over two years of consistent branding and content, Uncle Charlie has been able to
increase the credibility of the AAPB in the eyes of fans, players, coaches and the international baseball
community.
But don't just take our word for it:

18. CLIENT TESTIMONIAL
As our league has positioned itself as the premier MLB Partner League, it's
been imperative for us to grow our digital audience with a marketing partner
that we can trust and is willing to go above and beyond. Uncle Charlie has
been paramount in the emergence of the American Association brand and
unquestionably goes above and beyond in all that they do. Uncle Charlie’s
results for the American Association speak for themselves.
Josh Schaub
AAPB Commissioner

19. CONTACT US
jake@unclecharlie.co
Jake Kranz
unclecharlie.co