Joshua Borst Bergfeldt, Blaine Burnham, & Matt

Anderson

OVERVIEW
Introduction
Strategy
Creative
Measurement
Wrap Up

INTRODUCTION
Highly focused on two target markets

Teenage demographic

Female demographic

Domestic abuse issues need to be addressed

Must appeal to teenage demographic &
attempt to create lifelong fandom

PERSONAL STORY
Born into a football loving family
Grows up in a football loving community
Passes the love of football onto her children
Perpetuating the relationship with the NFL
Inspiration for Visual references/Ad
Campaign

DAY IN THEIR LIFE

Busy & Active
Gatekeeper role
Idolizing favorite
team/player
Effectiveness of social
medias &
mobile applications

CENTRAL PROBLEM: FEMALE

DEMOGRAPHIC

CENTRAL PROBLEM: TEENAGE

DEMOGRAPHIC

PROBLEM

COMPETITION

COMPETITIVE
OPPORTUNITY

PICKING OUR SEGMENTS

Females
Most affected by domestic abuse
At risk of losing their loyalty

Teenagers

Determining interests
Create a buzz
Early adopters

Technology
Fashion

SOLVING THE PROBLEM

Opportunity to:
Display commitment to improving
Reubild the leagues image
Build upon fan base

MAKING SENSE OF THE

STRATEGY: WOMEN
Opportunity to:
Work to regain loyalty
Broadcast advertising

Advertising on channels that women watch

Will reach a large audience of women

Other demographics can also be exposed

MAKING SENSE OF THE

STRATEGY: TEENS
Opportunity to:
Build upon fan base
Most likely to gain interest
Digital and social advertising

Frequent users of technology

Fits active lifestyle

Creates buzz with friends

CREATIVE

Enhanced emotional appeal

Instill a deeper emotional bond to the NFL
Role models/heroes
Open & lead conversation with female fanbase
Gatekeepers of family

Inspiration for Visual references/Ad

Campaign

BRAND PROMISE: TEENAGE

SEGMENT

"The best source for

thrilling sports
entertainment.

BRAND PROMISE: FEMALE

SEGMENT

The most inclusive and

social form of family
entertainment.

CUSTOMER JOURNEY: TEENAGE

DEMOGRAPHIC

Target
audience is
introduced
to the NFL
at a young
age (During
the Fall
Season)

Demograph
ic begins
watching
televised
games, or
playing
licensed
NFL video
games and
apps

Target
audience
develops a
favorite
team/play
er

Target
audience
purchases
NFL
merchandi
se to
support
previous
step

Target
audience
watches
games
socially
with
friends

Target
audience
participat
es in
Fantasy
Football
Leagues

Target
audience
attends
live NFL
event

CUSTOMER JOURNEY: FEMALE

DEMOGRAPHIC

Male fan
peaks
females
interest
in NFL
(Fall)

Target
audience
becomes
fan of a
specific
team/pla
yer

Purchase
merchan
dise and
apparel
from
female
NFL
brand
clothing
line

Gather
with
friends to
socially
watch
game

Attend a
live game

Decrease
interest
due to
recent
NFL
actions

NFL
regains
credibilit
y with
female
fan base
through
advertisi
ng and
public
relations
efforts

Attitudes
and
perceptio
ns
towards
NFL
brand
begin to
improve

MEASUREMENT

Advertised vs. Unadvertised Locations

Merchandise Sales
Game Attendance
TV Viewers
Pre/Post Survey

LEGAL

Subjectivity: Is the NFL better than the

competition?

ETHICAL
Respecting our
competitors by
competing on
measurable metrics.
Considering the effect
of our cause related
advertising

CREATIVE CONCEPTS
Mediums utilized:
Print
Broadcast
Digital
Social Media
Focused on:
Production value
Level of excitement
Enhancing brand image

WHY WE HAVE THE RIGHT

APPROACH
Reaching an
under utilized
audience

Creating
lifelong
relationships

Reinforcing the
NFL as a family
friendly
entertainment
option