DC United

Creative Brief

Objective:

Increase attendance for home games in the 2010-2011 season by 50% for the season (from 15,527 to 23,327; 7800 additional people)

Strategy:

Establish a stronger local presence with target families. See D.C. United players emerge as role models for young, local youth and become a weekend destination for their families.

Target: Families of the D.C. metro area that have youth soccer players ages 6-14. Target Context:

While these families participate in playing the sport, they take little interest in watching it professionally. Kids are interested in the game they play, and parents are interested in keeping their kids happy.

- Kids love to play, but haven’t been motivated to watch.

The Message:

Think your kids love soccer? Wait till they see these guys play it!

o Show the benefits of a family outing at high-energy D.C. United game. o Educate as to why D.C. United players make great role models for their

kids. Thought starters: Youth Outreach Promotion Ideas-

- Mini DC United soccer balls - Designs for D.C. United calendars or posters with game schedules - Cool designs for a fact sheet about benefits of staying active and involved - D.C. United wrist bands

- Field Banners – To advertise at youth soccer fields around the D.C. area.

- Trading Card Inserts –For ads in local scholastic publications distributed to

schools, using player profiles to reinforce why these players are role models.

- Print and Radio – To reach parents of young soccer players, focusing on how D.C. United is the local soccer team for the whole family.