1. Campaign Pitch Presentation
Patrick Gray
Georgina Gow
Caitlin Reardon
Laura Wilson

2. Overview
Target Market Males Aged Between 18-50
Brand Awareness Vs Brand Equity

3. Research
• N=29
• Demographic= Males Between 18-49
• Findings:
• What are peoples' perceptions of the A-League/ Football?
• 96.55% said they have heard of the A-League;
• 58.62% said they have never watched the A-League;
• Only 17% said they follow football (soccer);
• 75.86% said that the A-League is "not as good" as other international football (soccer)
competitions.
• How do people formulate their interest?
• 82.76% said they started following their chosen sports league by the age 12.
• 69.97% said they heard about their chosen sports league from 'Family'.
• What's embedded in a 'Sports Experience'?
• 31.03% said the 'atmosphere' makes their sports experience, while;
• 24.14% said the 'social experience' makes their sports experience.

4. Problems
• Problem 1= Player Focused, Not Fan
• Problem 2= A-League Rejected by
Australian Culture

5. Strategies
• Strategy: Unity: Bring Teams and Fans
together
• Sell Football as more than a game promote a
feeling

6. Improve
social and
atmospheric
elements of
the game
Friends
attend game
together
ritually
Have a family
Encourage
love of the
game in their
children
Encourage
children to
join Grass
Roots
Children grow
up
Friends
attend game
together
ritually
Circle Of Football Support

7. Communication Tools
• A fully integrated communication strategy
using several communication mediums such
as:
• Television
• Newspapers
• Public Relations