1. ANDERBILT UNIVERSITY
Qatar 2022:
Women’s Youth
Football Initiative IMC
Plan
1"

2. Agenda
Success Factors
Benchmarks
Audience Analysis
Campaign Strategies
Creative Concepts
Evaluation and Conclusion
2"

3. 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"

4. U.S. Media Success Tools
♦ Increase in broadcasting
builds interest
♦ Mia Hamm as
spokesperson
♦ Increased publicity
4"

5. Benchmark Programs: Football
♦ American Youth Soccer
Organization (AYSO)
– “Go Get Her” campaign
– Strong website as a
reference for all ages
5"

6. Benchmark Programs:
Jacksonville Lacrosse
♦ Catalyst for growth
♦ Trickle down effect
♦ Promotion tactics
6"

7. Audience Characteristics
♦ Issues and desires
♦ Leisure time
♦ Potential Football Benefits
7"

8. Target Audience
Fatemeh- Age 8
Maryam- Age 12
8"

9. Target Audience
Nurah- Age 16
Mom and Dad
9"

10. 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"

11. Creative Brief
OBJECTIVE
Increase interest and participation for girls
ages 6-17
CHALLENGE
"Lack of interest, lack of exposure, lack of
"
easily accessible information
"
"
"
TRUTH
"
"
Mobile devices and computers are the
target audience’s gateway to information;
Individuality is expressed through
consumption
"
11"

12. Creative Brief
ANSWER
Increase interest and participation for girls
ages 6-17
PROOF
• 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
PRACTICAL
Strong warm visuals, simple and consistent
messaging, universal call-to-action
12"

13. 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"

14. Brand- Big Picture
Girls Football
For Fun. For Friends. For Family
14"

15. 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"