Honors Capstone Project
Date of Submission
Edward Russell, Associate Professor
Carla Lloyd, Professor
Capstone Prize Winner
Won Capstone Funding
Advertising and Promotion Management | Public Relations and Advertising
What follows are multiple components of a creative advertising project. While this work relies heavily on research, it was a very creative process. The premise of this work is an integrated marketing campaign that utilizes my two majors: international relations and advertising, combined with my love for sports. Using primary and secondary research, I found that the benefits that sports have on child development are huge (Humphrey, 2003). I narrowed my sport choice down to soccer and my target down to young women. I wanted to focus on Islamic states because, at least by American standards, Muslim women are often seen as voiceless in their society and sports can be used as a means to “empower” them. Of course, after researching feminist theory, I now understand that empowerment is an abstract concept. It is both impossible and irresponsible to label any group of women as empowered or disempowered. Using more primary research, however, I was able to establish that women in Islamic countries do face many struggles that can be alleviated by playing sports.
Advertising is a team sport. “Find it in Football” is a campaign I created with a team of four others to create excitement about the sport of football in preparation for the World Cup in Qatar. This case was presented to the Supreme Committee of Qatar, in Qatar, where it was well received and will be considered as a means of promoting the World Cup in 2022. Going to Qatar was an amazing opportunity to utilize a real life test market for the campaign. It also allowed me to do more primary research in person. After returning from Qatar, I went back to the drawing board, and interviewed women from Pakistan. I distributed perception surveys in order to better understand Pakistani culture, and to progress the initiative. The final portion of the project focuses on the possible collaboration with a global brand and how one would go about getting corporate sponsorship for this program. The purpose of this project is to show girls across the globe that there is opportunity for them to grow as individuals and to find their voice in sports like soccer. I encourage all young women to Find it in Football.
Holohan, Melanie Michelle, "Find it in Football: An International Marketing Plan for Young Women" (2014). Syracuse University Honors Program Capstone Projects. 772.
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