BRAND GUIDE - Amazon Web Services · WSBCF BRAND GUIDE 2018 You might already be aware that Soft Ball Cricket is a magnet for participation and plays a central role in attracting

F E S T I VA L

WOMEN ’ S

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WOMEN ’ S

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WOMEN’S

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APRIL 2018

T H E R E A S O N W H YThis is about the future of our Clubs.

The following guide is intended to keep us all on the same page about how we engage with women and girls through

Soft Ball Cricket. They represent vast untapped potential to boost participation in cricket, and augment every aspect of a Club’s life.

Soft Ball Cricket has been specifically designed to provide a pathway into cricket for women and girls, with a focus on fun, sociability, and inclusion. It’s all about connecting in a

contemporary way that has resonance for 21st century people. Staging Festivals is the way we bring this to life, ensuring

that every experience is a positive one.

R A I S I N G E X P E C TAT I O N S

F O R WO M E N I N C R I C K E T

W S B C F B R A N D G U I D E 2 0 1 8

You might already be aware that Soft Ball Cricket is a magnet for participation and plays a central role in attracting women to the game. They bring with them a whole network of social contacts, potentially boosting your Cub at every level.

Perhaps as a Club you haven’t focused on women as a target before, though? So here a few pointers that you might want to consider.

S O F T B A L L C R I C K E T : M A K E T H E C O N N E C T I O N

Nobody knows your local area like you.

So, connecting with women in your community is really just about talking to

them in the way that you normally would, socially. Imagine you bump into someone locally outside a shop. You get chatting. You’re interested in what they have to

say. You tell them what you’re up to. Your tone’s naturally friendly and inclusive. Engaging with local women about your

Club and Soft Ball Cricket is no different.


• To get those messages out to women, think about what women do and where they go locally. Some will be coming to you as All Stars Cricket mums but think beyond your own Club, to local cafes and shops, schools, workplaces, to online and offline communities and local newspapers to reach them.

• Use local businesses and organisations to help spread the word by making their female employees aware of Festivals and the opportunities that your Club is offering to play Soft Ball Cricket.

• If your Club has a website, or a social media presence, mentioning Soft Ball Cricket and its Festivals could be useful. Feel free to use posts we’ve created mixed with your own.

• Research shows that women frequently feel patronised by men in sport and with good reason. So think carefully about your Club’s tone when interacting with them: their role in cricket is not to make the teas or clap their men on. Women’s support and participation is vital for the future of every cricket Club and the game as a whole.

We hope that Soft Ball Cricket brings your Club a whole range of new supporters and participants. We think you’ll find women very responsive to what it has to offer.

S O F T B A L L C R I C K E T : M A K E T H E C O N N E C T I O N• The key thing to stress is that all ages, abilities and

backgrounds are welcome, because Soft Ball Cricket is about fun and sociability. It is about getting out and playing: maximum fun, minimum fuss.

• It’s worth underlining the differences that make it an easy, accessible, inclusive game: no pads, no hard ball, no heavy bat, no head-scratching rules. It’s a game for absolutely everybody, no matter your skill level, fitness, or age. Playing time at Festivals is usually about two to four hours, so it never gets boring!

• Don’t forget that thousands of women have participated in hundreds of free Soft Ball Cricket Festivals, nationwide, so mentioning that helps to encourage women into trying a Festival out.

This is the name of our game and how it should always be written:

Soft Ball CricketWomen’s Soft Ball Cricket FestivalThere is always a space between each of the words.

We use capital initial letters for each word or you can use uppercase letters throughout to make the game stand out.

There are no variations on this, to make it simple for all of us to stick to. Consistency is king.

The reason why it’s important to write our game in this way, is to avoid confusion with the game of softball, the cousin of baseball, which does not feature the use of a soft ball and has nothing to do with cricket!

H OW W E W R I T E O U R G A M E

So, a quick reminder:A space between each word.

Capital initial letters.

Soft Ball Cricket

Women’s Soft Ball Cricket Festival



To support the development of Women’s Soft Ball Cricket we’ve launched the Expect campaign. It aims to remove barriers and dispel preconceptions about what cricket is, by informing and inspiring women and girls about a new way to play: Soft Ball Cricket. Opening people’s minds and reassuring them that everyone’s welcome, leads to participation.

Soft Ball Cricket, and its Festivals, allow women to expect something different. Expectation is linked to a sense of anticipation. But knowing what to expect from the new and unfamiliar is central to creating the right kind of anticipation. So our challenge is to show women how Soft Ball Cricket is different, why it’s the right game for them, and what they can expect when they go to a Festival.

You can use the Expect prefix in all sorts of creative ways, to tie together all the different elements that surround a Festival.

E X P E C T D I F F E R E N T

E X A M P L E SEXPECT A WARM WELCOMEEXPECT PARKINGEXPECT CHANGING FACILITIESEXPECT THE WORLD’S BEST MUFFINSEXPECT FRIENDS AND FAMILYEXPECT A TON OF FUNEXPECT THREE GENERATIONS PLAYINGEXPECT LOUGHBOROUGH ZUMBA CLUBEXPECT SIMPLE REGISTRATIONEXPECT FUN COACHING

IT’S GOING TO BE EXPECTACULAR

HASHTAGS#EXPECT

#WOMENSSOFTBALLCRICKET


L O G O

We’ve created a distinctive visual identity for Women’s Soft Ball Cricket Festivals. It stands out and it’s supposed to. You instantly know what it is from 10 metres away.

The cornerstone is the logo, which we call the kaleidoscope, with the graphic elements forming a necklace around it. Its colours and form reflect diversity and modernity, rather than elite sport, and it works as well on the printed page, as it does online.

H OW D O W E L O O K ?

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We are a kaleidoscope of colour and cultures and always want to reflect that. But sometimes where space is limited (as the profile pictures in social media) we should just show our core logo.



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K A L E I D O S C O P E LO G O

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K A L E I D O S C O P E LO G O

C O R E LO G O

M O N O L O G O S

Sometimes there are printing limits, and we need to go one colour. Here’s how we look without the paintwork.

If you do need to use these, please contact your Region Growth Executive who will be able to help.




T Y P O G R A P H Y

Our typeface is Brother 1816. Yes we know it’s not a very feminine name but we don’t judge by that. It has the boldness and simplicity needed to balance the brand look and feel.

For headlines use Brother 1816 Extra bold and for body copy Brother 1816 Regular. The secondary typeface of choice is Arial.

BROTHER 1816 REGULAR

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9 0

BROTHER 1816 EXTRA BOLDA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9 0


C O L O U R S

Colours are important and here are the ones we wear. Provided here are all the different system references. Let’s keep colour coordinated.


C0 / M92 / Y18 / K0PMS 213C

R29 / G29 / B27# FF2E7E

C0 / M0 / Y0 / K70PMS 877 SILVER

R109 / G110 / B113# 6D6E71

C36 / M0 / Y100 / K0PMS 382C

R188 / G207/ B0# B9D300

C30 / M0 / Y0 / K100PMS BLACK

R188 / G207/ B0# 1D1D1B

C0 / M19 / Y89 / K0PMS 123C

R255 / G198 / B39# FFC727

C0 / M78 / Y87 / K0PMS 172C

R255 / G78/ B27# FD4703

T O N E O F VO I C EOne of the key findings, across most sports, is that women frequently feel patronised in the way that they’re talked to by clubs and national sporting organisations. Eye-rolling, whenever this subject comes up, is a good example.

It’s vital that we talk to girls and women with respect, and in a friendly, supportive, and welcoming way. That’s partly shaped by being aware of the diverse cultures that they may come from - and Soft Ball Cricket’s multicultural appeal is one of its great strengths. Listening and responding are also key to making women feel welcome. Wherever possible keep the tone conversational, both in person and in print. Organisation-speak switches people off.

The unique power of local Clubs to engage is that you know your community better than anyone. So really, it’s just a case of thinking carefully about how best to make girls and women eager to try out Soft Ball Cricket and to come down to your Festival.

H OW D O W E S O U N D ?


R E S O U R C E S

There are samples available of all these resources, to help your Club connect with women and girls. We hope you find them useful and that they offer some inspiration for you to add your local flavour to.

H E L P Y O U R S E L F


• Poster • Flyers • Certificates • Case Studies • Promo video • Image library • Social posts • Bats • Balls • Bags • Stumps

Thanks for coming , well done for playing ,

and here’s to enjoying

more cricket!

at

on

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R E S O U R C E SP O S T E R S & L E A F L E T S


WOMEN’S SOFT BALL CRICKETCOMING SOON •

Bring your friends, kids, and family, down to your local Festival. Coming on your own? No problem, we'll find a team for you and introduce you to all your new team mates beforehand.Join the Expectacular.


Women’s Soft Ball Cricket Festivals are happening nationwide, this summer celebrating a new kind of cricket for women and girls.Find your Festival.


We promise you a warm welcome, a free T-shirt, free coaching, music, and food: all the good things about a festival with none of the grunge.Join the Expectacular.

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R E S O U R C E SF E S T I VA L K I T


R E S O U R C E SI M AG E L I B R A R Y


F U NThe key thing is to make a Women’s Soft Ball Cricket Festival a brilliant, stand-out day, leaving people wanting more. Surrounding the sport with events aimed at the whole family goes a long way to ensuring that.

Here are some ideas from Festivals that took place in 2017.

W H AT M A K E S Y O U S O D I F F E R E N T ?

W H AT M A K E S Y O U S O D I F F E R E N T ?• Film screening• Fancy dress• Henna tattoos• Chicken dance spot dancing• World food stalls• Flower baskets• Tug-of-war finale• Beach party• Kids zone • Jewellery stalls


Be as creative as you like. We’ll be

adding more marketing support for Festivals in the future, so it’s

worth keeping an eye on updates in the online

Club Support section.

We want Women’s Soft Ball Cricket to help grow your Club, and your community’s love and support for it. Sharing your events with us, and the feedback you get, is really valuable in helping us to support the Festivals and getting even more people behind them.

P . S . P L E A S E S H A R E I T


So please:Share your local Festival with us in photo and videos. Use #expect #womenssoftballcricketEncourage your Women’s Soft Ball Cricket players to post their positive experiences.Consider what’s next for women at your Club, and let us know.

Thanks for taking the time to read

through this guide and good luck with your Women’s Soft

Ball Cricket Festival. We know it will make a

difference to your Club and help to ensure the future

of cricket by widening participation.

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e cb.co .uk/b e- involve d/club-supp or t/marke t ing -ma ter ial/wome n-and- gir ls

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BRAND GUIDE - Amazon Web Services · WSBCF BRAND GUIDE 2018 You might already be aware that Soft Ball Cricket is a magnet for participation and plays a central role in attracting