OpenReel™ Empowers USTA Southern's Grassroots Marketing Initiatives Across Its 9-state Conference

OpenReel’s Remote Video Creation™ technology empowered USTA Southern’s marketing team to affordably develop video content initiatives to support its geographically diverse conference.

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The OpenReel platform allows us to be more flexible with scheduling our interviews and connecting with people and making sure we're getting the right information. Our section is so large it would be really hard for us to travel to every state multiple times a year to collect that type of information. So this has been a really good platform for USTA to really get in touch with people, get the grassroots information, and be able to tell our story better.

Shelby Fitzpatrick

Director of Sales & Marketing at USTA Southern

The Company

Founded in 1886, the United States Tennis Association (USTA) is the national governing body for the sport of tennis in this country. In addition to owning the US Open and selecting members of the U.S. Davis Cup, Fed Cup, Olympic and Paralympic teams, the USTA administers a variety of programs nationwide for players of all ages and ability levels.

A not-for-profit organization, the association is divided into 17 sections, of which the USTA Southern is the largest. The 160,000+ USTA members living in our nine states account for approximately 25 percent of the total USTA membership.

USTA Southern supports the growth of tennis in the Southeastern conference. While the conference includes nine states, the marketing department is entirely based out of the Atlanta office. The nonprofit faced a similar challenge as many businesses who are considering video initiatives: hiring local video production crews is prohibitively expensive, while sending in-house teams to film in-person was a logistical challenge — the office literally could not spare the time or manpower needed to drive around the region and support video marketing campaigns at scale. OpenReel’s Remote Video Creation™ technology was the answer to these issues, allowing the Atlanta crew to film and, in turn, better support the coaches, players, and teams from Arkansas to the Carolinas. This has empowered the organization to better create and share its own story.

Learn more about how OpenReel™ is working with non-profits like USTA Southern to achieve their video goals.

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