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M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
M401 imcplanppt
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M401 imcplanppt

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  1. Rick Nystrand *Megan Brenneman * Jon Yasko *Caitlin Sullivan
  2. Qatar Youth Qatar Parents Girls 6-17 years old Parents of girls 6-17 years old Problems and Opportunities Problems • Lack of knowledge about girls football • Lack of support to play sports • Lack of girls football programs • Lack of information and interest in women’s football • Gender Bias • Religious beliefs • Strong focus towards solely academic success Opportunities • Creating programs within schools • Promoting activity through school camps • Changing the image of football to include women • Showing the correlation between being active and a better education for their children • Breaking gender barriers
  3. Qatar Youth Qatar Parents Girls 6-17 years old Parents of girls 6-17 years old Advertising Goals • Create Awareness • Increase Participation • Support football as an option for their daughters • Encourage their daughters to participate in sports • Show parents the benefits of being active in relation to education Response • Girls will want to play football • Parents will encourage their daughters to be active • Parents will support their daughters desire to play football
  4. Qatar Youth Qatar Parents Girls 6-17 years old Parents of girls 6-17 years old How to Achieve Desired Response • Training programs • After-school camps/clubs • Using Women’s National Football Team • Traditional Media • Support football as an option for their daughters • Encourage their daughters to participate in sports • Show parents the benefits of being active in relation to education Positioning • Fun • Desirable • All-inclusive • Increases academic success
  5. Qatar Youth Qatar Parents Girls 6-17 years old Parents of girls 6-17 years old Message • Girls Kick It In Qatar • Active Body, Active Mind Execution • Traditional Media • Opportunities to play with Women’s National Football Team • Creating acceptance through exposure to women’s football • Creating desire to play football through speeches from other women football players • Traditional Media • Promotional prices for their children’s camps • Proof of activity increases academic success in advertisements • Creating acceptance through exposure and benefits of playing football
  6. • • • • • Target market Objective Positioning Message Tone & Execution
  7.  Youth girls ages 6-17  125,623 girls ages 0-14 in Qatar  74,881 girls ages 15-24 in Qatar  Attend school from ages 3-18  Active in social media websites
  8.  Parents of girls ages 6-17  Youth Dependency ratio is 16%  Patriarchal family systems  Strong focus on children’s academics  Hold gender biases towards females and what is acceptable for them  Decision makers for children
  9. • Target parents (deciders) and girls (users) separately – more focus will be on the decision makers (parents) • Increase awareness of women’s football in Qatar • Increase participation in football
  10. • Football CAN also include females in Qatar • Football is the desired sport for youth women in Qatar • Football will increase academic success
  11. • Girls Kick It In Qatar – Girls can play football – Football is fun • Active Body, Active Mind – Activity stimulates academic success – Case Study: “The Relationship between Physical Activity, Weight, and Academic Achievement” Krombholz, 2013
  12. Youth Girls Parents • Traditonal Media – Use television, radio, and transit to gain exposure and to change their attitudes towards women’s football • Non-traditional Media – Use social media to call consumers to action • Promotions for camps – Use the promotional prices for camps alongside the opportunity to play with the Women’s National Football Team • Traditional Media – Use television, radio, transit, and billboards to create awareness and persuade parents to accept football • Non-traditional Media – Use internet to expose parents to women’s football and sign their children up for camps • Brochures – To inform parents about the benefits of football to their child’s academics
  13. • Street Advertising – Close to schools and malls • Stadium Advertising • TV commercials & Radio Announcements – Sports channels & music videos • Brochures & Fliers (Print Advertising) – Schools, malls, public restrooms • Social Media- Facebook & Twitter
  14. • Billboards & Street Advertising – High traffic areas • Stadium Advertising • Brochures & Fliers (Print Advertising) – Markets, malls, businesses • Internet – News and sports websites • TV commercials & Radio Announcements • Newspapers
  15. • Billboard/Street Advertising example: – A girl back to back holding a soccer ball on one side and her books on the other along with the slogan “Active Body. Active Mind.”
  16. -For more information visit www.ActiveBodyActiveMInd. org -Overweight children showed lower performance on gross motor skills, manual dexterity, and intelligence compared to healthy Improving your child’s academic success: The relationship between being active and improved academic    -Encourage athletic participation -Sign students up for after school camps -Attend local football games and discuss the benefits with your children -Set designated times for your children to participate in athletic activity -Positive association between academic performance and physical activity (Trudeau, et al., 2008). -The rate of academic learning per unit of class time is enhanced in physically active students (Shephard, 1997).
  17.  Street Advertising will grab girls attention while walking to school or riding in the car with their parents  Girls in Qatar use social media such as Facebook and Twitter which could be used to inform and reach girls 6-17 Qatar Girls Advertising 10% Street Advertising 20% Social Media Pages  Brochures at school for after school programs or also summer camps for football could help build interest for girls  Advertising in the malls, restrooms, or local business could help girls see the advertisements during their everyday activities 30% Brochures at School 40% Community/Business Advertising
  18.  Billboards/Street advertising will reach parents on their way to work Qatar Parents Advertising  TV/Newspaper advertising will attract parents and can be a cheap but effective way to get the message out 20%  Internet advertising can be advertised all over different websites such as news sites, sports sites, and social media sites  Brochures/fliers can be distributed at work to parents or going door to door Billboards/Street Advertising 10% 40% TV/Newspaper Advertising Internet Advertising 30% Brochures/Fliers

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