Date post: | 09-Jul-2015 |
Category: |
News & Politics |
Upload: | caitlin-sullivan |
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Rick Nystrand *Megan Brenneman * Jon Yasko *Caitlin Sullivan
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
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
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
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
• Target market
• Objective
• Positioning
• Message
• Tone & Execution
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
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
• 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
• Football CAN also include females in
Qatar
• Football is the desired sport for youth
women in Qatar
• Football will increase academic success
• 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
Youth Girls
• 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
Parents
• 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
• 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
• 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
• 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.”
-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
-For more information visit
www.ActiveBodyActiveMInd.
org
Improving your child ’s
academic success: The
relationship between
being active
and improved
academic
-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).
-Overweight children
showed lower
performance on gross
motor skil ls, manual dexterity, and intelligence
compared to healthy
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
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
20%
40%
30%
10%
6-17 Qatar Girls Advertising
Street Advertising
Social Media Pages
Brochures at School
Community/Business Advertising
Billboards/Street advertising will
reach parents on their way to
work
TV/Newspaper advertising will
attract parents and can be a
cheap but effective way to get
the message out
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
40%
30%
20%
10%
Qatar Parents Advertising
Billboards/Street Advertising
TV/Newspaper Advertising
Internet Advertising
Brochures/Fliers