This document outlines a plan to increase youth girls' participation in football in Qatar by 2022. It analyzes factors behind the success of women's football in the US, such as non-confrontational promotion and increased college participation. Benchmark programs like AYSO showed strong websites and promotion tactics can grow interest. The target audience includes girls ages 8-16 who could benefit from football's health and social skills. A campaign will establish the website "girlsfootball.qa" as the authority, positioning football as fun, prestigious and accessible through social media promotion. The brand aims to make football more accessible and increase participation for fun, friends and family.

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"