ANDERBILT UNIVERSITY

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Qatar 2022: Women’s Youth

Football Initiative IMC Plan

Agenda

Evaluation and Conclusion

Creative Concepts

Campaign Strategies

Audience Analysis

Benchmarks

Success Factors

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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

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U.S. Media Success Tools

♦  Increase in broadcasting builds interest

♦ Mia Hamm as spokesperson

♦  Increased publicity

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Benchmark Programs: Football

♦ American Youth Soccer Organization (AYSO) – “Go Get Her” campaign

– Strong website as a reference for all ages

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Benchmark Programs: Jacksonville Lacrosse

♦ Catalyst for growth

♦ Trickle down effect

♦ Promotion tactics

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Audience Characteristics

♦  Issues and desires

♦  Leisure time

♦  Potential Football Benefits

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Target Audience

Fatemeh- Age 8 Maryam- Age 12

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Target Audience

Nurah- Age 16 Mom and Dad

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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

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Creative Brief

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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

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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

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Brand- Big Picture

Girls Football For Fun. For Friends. For Family

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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.

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