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ANDERBILT UNIVERSITY
1"
Qatar 2022: Women’s Youth
Football Initiative IMC Plan
Agenda
Evaluation and Conclusion
Creative Concepts
Campaign Strategies
Audience Analysis
Benchmarks
Success Factors
2"
U.S. Women’s Success Factors
♦ Non-confrontational and non-competitive
♦ Organized “from above”
♦ Utilized existing male sport infrastructure
♦ Increase in participation at college level (Title IX)
♦ Relatable and iconic U.S. women’s national team
3"
U.S. Media Success Tools
♦ Increase in broadcasting builds interest
♦ Mia Hamm as spokesperson
♦ Increased publicity
4"
Benchmark Programs: Football
♦ American Youth Soccer Organization (AYSO) – “Go Get Her” campaign
– Strong website as a reference for all ages
5"
Benchmark Programs: Jacksonville Lacrosse
♦ Catalyst for growth
♦ Trickle down effect
♦ Promotion tactics
6"
Audience Characteristics
♦ Issues and desires
♦ Leisure time
♦ Potential Football Benefits
7"
Target Audience
Fatemeh- Age 8 Maryam- Age 12
8"
Target Audience
Nurah- Age 16 Mom and Dad
9"
S.W.O.T. !STRENGTHS
• Qatar National Vision 2030 • Existing football awareness • Social and cultural evolution
!OPPORTUNITIES
• New girl’s football brand and community
• Promote the benefits • Utilize existing infrastructure
(e.g. Aspire Foundation)
WEAKNESSES
• Low interest among girls • Seen as male sport • Limited pool of players
THREATS
• Multiple leisure alternatives • Climate • Sustaining momentum
10"
Creative Brief
11"
TRUTH
Increase interest and participation for girls ages 6-17 """
"Mobile devices and computers are the target audience’s gateway to information; Individuality is expressed through consumption "
CHALLENGE "
OBJECTIVE "
Lack of interest, lack of exposure, lack of easily accessible information "
Creative Brief
12"
ANSWER
PROOF
PRACTICAL
Increase interest and participation for girls ages 6-17 """
• User-friendly website • Interaction through social media • Promotion of football as a means of
developing good health and social skills rather than a competitive sport
Strong warm visuals, simple and consistent messaging, universal call-to-action
Campaign Objectives ♦ Establish brand identity for
www.girlsfootball.qa as ultimate authority on girl’s football in Qatar
♦ Position brand as fun, prestigious, rewarding
♦ Make football more accessible ♦ Increase participation
13"
Brand- Big Picture
Girls Football For Fun. For Friends. For Family
14"
Brand Personality “Family” of like-minded girls interested in fun,
friendship, and personal development.
The “brand” is participation, community, female focused.
The ultimate goal is a vibrant, visible, growing
program of females.
15"