Ellen Mason’s Portfolio

Tennis has long been a beloved global sport, yet its growth in participation and viewership is stalling compared to faster-growing alternatives like pickleball. Our project examines the barriers holding tennis back, focusing on accessibility, diversity and branding challenges. We used Flourish to create dynamic visualizations that bring these insights to life, showcasing the data in an engaging and accessible format. By identifying actionable solutions, we aim to ensure that tennis can attract and retain new generations of players and fans.
This Data Story presents our findings in a clear narrative format, combining visualizations and tables to highlight key insights. From understanding regional participation trends to addressing perceptions of tennis as an exclusive sport, our recommendations provide a roadmap for revitalizing tennis in the United States.
Learn more about how this project was completed: Transforming Tennis Strategies to Expand Participation and Appeal
View the dataset

https://new.express.adobe.com/webpage/H5f0B4eqLTMyC

https://new.express.adobe.com/webpage/UItFd1z6CuHif

• The SMU Football Campaign aimed to reignite student passion and increase attendance at games by leveraging the Psychological Reactance Theory. This theory suggests that when individuals perceive their freedoms are being restricted, they are motivated to reclaim them. The campaign positioned the NCAA’s historic “death penalty” against SMU football in 1987 as a stolen freedom, depriving current students of pride and tradition. Targeting non-attending students, especially those not in Greek life or out-of-state students familiar with vibrant football cultures, the campaign highlighted SMU’s former glory and emphasized the loss and betrayal felt through videos, social media promotions (via SMUBarstool and official SMU pages), game-day events, and on-campus posters. The core message — “We Will Not Stop” — fostered a spirit of unity and defiance, aiming to reshape attitudes and inspire behavioral change by emotionally reconnecting students to the program’s legacy.

The Gastro Gnome “Fuel Your Adventure” campaign was designed to position Gastro Gnome as the go-to meal option for active, adventurous consumers who prioritize taste, nutrition, and convenience. Targeting young adults aged 18–34, the campaign highlights Gastro Gnome’s unique blend of gourmet flavors, healthy ingredients, and lightweight, travel-ready packaging — ideal for outdoor lifestyles. Strategies included influencer partnerships with outdoor figures like Alex Honnold, expansion into physical retail locations, and a strong digital presence through Instagram, TikTok, blogs, and Twitter. Centered on key themes like global inspiration, sustainability, and empowerment, the campaign aimed to shift brand perception, build community engagement, and drive growth by encouraging consumers to share their own adventures using the #fuelyouradventure hashtag.