This campaign pitch presentation proposes strategies to increase brand awareness and equity for the A-League, Australia's professional soccer league. Research found that while most people are aware of the A-League, few watch it or consider it as good as other international soccer leagues. The presentation identifies two main problems: that the league is too player-focused and not fan-focused, and that Australian culture has rejected the A-League. It proposes addressing these by promoting soccer as a social experience that brings teams and fans together through family and community involvement.

1. Campaign Pitch Presentation
Patrick Gray
Georgina Gow
Caitlin Reardon
Laura Wilson

2. Overview
Target Market Males Aged Between 18-50
Brand Awareness Vs Brand Equity

3. Research
• N=29
• Demographic= Males Between 18-49
• Findings:
• What are peoples' perceptions of the A-League/ Football?
• 96.55% said they have heard of the A-League;
• 58.62% said they have never watched the A-League;
• Only 17% said they follow football (soccer);
• 75.86% said that the A-League is "not as good" as other international football (soccer)
competitions.
• How do people formulate their interest?
• 82.76% said they started following their chosen sports league by the age 12.
• 69.97% said they heard about their chosen sports league from 'Family'.
• What's embedded in a 'Sports Experience'?
• 31.03% said the 'atmosphere' makes their sports experience, while;
• 24.14% said the 'social experience' makes their sports experience.

4. Problems
• Problem 1= Player Focused, Not Fan
• Problem 2= A-League Rejected by
Australian Culture

5. Strategies
• Strategy: Unity: Bring Teams and Fans
together
• Sell Football as more than a game promote a
feeling

6. Improve
social and
atmospheric
elements of
the game
Friends
attend game
together
ritually
Have a family
Encourage
love of the
game in their
children
Encourage
children to
join Grass
Roots
Children grow
up
Friends
attend game
together
ritually
Circle Of Football Support

7. Communication Tools
• A fully integrated communication strategy
using several communication mediums such
as:
• Television
• Newspapers
• Public Relations