1. Meet Mugabe.

2. Mugabe was born with
clubfoot,
a disability that impacts
one in every 750 children.

3. Left untreated, clubfoot can
cost children like Mugabe
their family, mobility and
hope for the future.

5. Table of Contents
Why are we putting our
best foot forward?

6. Table of Contents
• $100 million in 10 years
• Higher website retention
• Creating a connection between
clubfoot and soccer

7. Table of Contents
How do we put our
best foot forward?

8. Table of ContentsOne step at a time…
More than Feet
Step Up
Event Promotion
Awareness/Donation
Organizations
Collegiate Teams
Soccer Leagues

9. Table of Contents
Kick for a Cause

10. Featuring: Soccer.com socks
Spokespeople
Raffle for signed ball
Collegiate Teams UNC-Chapel Hill
Duke University
N.C. State University
Organizations Be the Match
Carolina Student Union
CASL
Club soccer
Soccer or health policy related clubs
Foundations Mia Hamm Foundation
Kick for a Cause

11. Families who engage in soccer activities at
least two to three times per month are 50
percent more likely to watch Disney XD and
Cartoon Network.
The prominence of children’s
television programs in soccer
participants’ homes delineate that
there is a correlation between children
and soccer engagement.
GFK MRI Smart System

12. Table of Contents
Public Relations

13. Developing a
media package:
Event Promotion
Media Advisory
Media Release
Letter to the Editor

14. The target demographic is 2.7 times more
likely to read The New York Times editorial
pages online.
92 percent of consumers say they trust earned
media, while only half trust paid ads.
GFK MRI Smart System

15. Developing a
media package:
Awareness/Donations
Photo Caption
Letter to the Editor
Fact Sheet
Feature

16. 70 percent of people want to learn about products through
content vs. through traditional advertisements.
GFK MRI Smart System

17. Table of Contents
Social Media

18. Table of Contents
More Than Feet

19. Awareness Posts
Identifiable Victim Effect
Raise awareness
Testimonials
PSA
It’s more than feet
One word
Who inspires you?
Call to Action

20. video

21. 56 percent of those that support nonprofits on the social web
confirm that compelling storytelling is what motivates them to
take action.
GFK MRI Smart System

22. Table of Contents
Step Up

23. Donation Posts
Incorporation of soccer.com
Providing similar posts for Ali
Call to action
#BestFootForward
Share and repurpose Video
Specific donation opportunities
Post promotion

24. video

26. Tweets with one or two hashtags have 21 percent more
engagement than posts with two or three hashtags.
GFK MRI Smart System

27. Table of Contents
SWOT Analysis of
Website

28. Strengths
Provides comprehensive and informative data
Easily accessible information
Provides some incentive to donate
Easily navigated
Effective anchor links
Weaknesses
Fails to provide accessible personal stories
No obvious connection to soccer
All links to soccer.com bypass the website
No video on homepage
Lots of stats, little emotional appeal
Opportunities
Stories are available
Tons of unused video footage
Possible soccer event opportunities
Spokespeople
Beneficent cause
Threats
Low visitor retention
Largest target audience lacks connection
Redirection from homepage
Low emotional appeal

29. Emotional campaigns outperform rational campaigns two to
one.
GFK MRI Smart System

30. Table of Contents
But did we really encourage
our target audience to put
their best foot forward?

31. Table of ContentsWe’ll find out!
• Higher retention levels
• Donation Increase
• Higher Social Media Reach
• Effective connection between soccer and
clubfoot
• Chartbeat