Before I started the quest of my creative campaign, I already knew that my strengths and values lined up with my pen pals. Previously when Deana and I talked, she made it clear that she strives to bring diversity into all the projects and events she does. As a black woman, I loved her motives and dedication to diversity and inclusivity. This immediately gave me the idea to run a campaign around bringing awareness to the importance of diversity and inclusivity to large organizations such as the NFL.

So, my proposal is as follows:

Title: “Together as One”

Target Audience:

Sport fans in the Washington DC area, with a focus on young adults and families.

Key Message:

The Washington Commanders believe that diversity is a strength, and that we are stronger when we come together as one. We are committed to promoting inclusion and respect both on and off the field, and we invite you to join us in creating a more inclusive community.

Media Channels

  1. Television: 30-second commercials featuring Commanders players and coaches sharing their personal stories and emphasizing the importance of diversity and inclusivity in sports and in life.
  2. Social Media: Engaging social media posts and videos featuring behind the scenes footage of Commanders players and coaches discussing their experiences with diversity and inclusivity, and highlighting community events and initiatives that promote these values.
  3. Community Outreach: In-person events and appearances by Commanders players and coaches at local schools, youth organizations, and community centers, where they can share their stories and promote the importance of diversity and inclusivity.
  4. Print Media: Interviews with commanders’ players and coaches in local newspapers and magazines, discussing the team’s commitment to diversity and inclusivity and highlighting community events and initiatives. 
  5. Podcasts: Engaging interviews with Commanders players and coaches on local sports and lifestyle podcasts, discussing the team’s commitment to diversity and inclusivity and promoting community events and initiatives.

Timeline:

The media campaign would run from July 1,2023, to December 31, 2023, to coincide with football season and community engagement initiatives. The campaign would begin with the release of the television commercial in July and would be followed by a series of social media posts, community outreach events, print media interviews, and podcasts throughout the season.

Budget:

The budget for this media campaign would depend on the specific needs and goals of the Washington Commanders organization. However, it could include costs associated with creating and producing the television commercial, social media content, print media interviews, and podcasts, as well as fees for appearances by Commanders players and coaches at community events. Potential partners and sponsors could also be approached to support the campaign financially.

Measurement and Evaluation:

The success of the campaign would be measured by the number of community members reached through the media channels, as well as by the feedback received from the community and the impact of the community engagement initiatives on promoting diversity and inclusivity. Metrics such as social media engagement, website traffic, and attendance at community events would be tracked and analyzed to evaluate the success of the campaign.

My pen pal loves this idea because it stands for everything her role in the organization aims to do. This campaign came to my mind after our long discussion on how she aims to bring diversity and inclusivity to the NFL.