Execution in Messaging, Marketing, and Mission
client start DATE
September 1, 2024
INDUSTRY
Lacrosse
71%
Increase for In-Person
Sign Ups
127%
Increase in Site Visitors to platformlacrosse.com
37.5%
Average Weekly Email
Open Rate
Introduction
When Dylan Donahue, founder of Platform Lacrosse and former Syracuse standout and pro with the Atlanta Blaze, approached us, his business had hit a plateau. Despite his reputation and early success, his digital presence lacked cohesion: an outdated website, no Google My Business listing, disjointed sign-up software, no email strategy, and a scattered Instagram presence. He needed a way to unify his brand and build scalable systems—both online and in-person at his Syracuse, NY facility.
Challenge
The most pressing issue was the absence of a cohesive brand identity and marketing strategy. There was no clear method for engaging current or past customers about new training sessions or offerings. On the backend, things were just as messy—multiple domains, misaligned emails, and scattered software. Our first priority was consolidating all communications under one domain, redirecting outdated websites, and organizing Dylan’s contacts into core segments: male and female players, coaches, and parents. These became foundational to our future strategy.
Solutions
Budget was tight, and the facility needed to keep running and paying coaches—so cost-efficiency was critical. We cut expensive, redundant software, sunset old domains and accounts, and reinvested those savings into setting up streamlined systems using HubSpot, Google Workspace, and GoDaddy. From there, we took a top-down view of Dylan’s customer journey and developed a plan to re-engage past clients while better capturing new ones.
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Solution 1 - HubSpot's CRM & CMS
We built everything around HubSpot’s CRM to give Dylan a centralized system for managing thousands of players, parents, and coaches. We designed and launched a fully responsive, mobile-first website using HubSpot’s CMS, integrating:
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A connected contact database
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Automated email marketing flows
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Simplified session sign-ups
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Quick content publishing
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Instagram traffic capture and lead conversion
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Solution 2 - Instagram Marketing
We created a weekly content plan focused on showcasing active players, college commits, and new training opportunities. Each post aligned with the website, email strategy, and signup systems—bringing consistency and clarity to what had once been disconnected. We also added email capture CTAs to grow the list and promote early access to new sessions.
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Solution 3 - Email Marketing
With our systems in place and links pointing to the right destinations, we shifted our focus to nurturing the current community. Instead of overwhelming inboxes, we launched a bi-weekly newsletter—always delivered at the same time, building rhythm and trust. Nine months in, we’re seeing a 37.5% average open rate—well above the industry benchmark.
"Working with The Lacrosse Marketing Co. and Ryan Waddell has been an absolute game-changer for my business. Their expertise in branding, content creation, and digital strategy has helped The Platform Lacrosse Academy beyond belief. Ryan’s attention to detail, creativity, and deep understanding of the lacrosse community make him and his team the best in the business. If you’re looking to grow your brand and take your marketing to the next level, I highly recommend them!"
- Dylan Donahue, Platform Lacrosse
Results
Since Platform Lacrosse began working with us:
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Facility attendance has increased by 71%, requiring additional sessions
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Website traffic is up 127% per Google Analytics
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Google My Business interactions are up 61% from September 2024 to April 2025
Working with Dylan has been incredible. His trust, patience, and drive to serve his players make Platform Lacrosse a standout in the space—and we’re proud to be part of his growth.
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