Her Next Play
Playbold! intern
Marketing and communication
Her Next Play is a non-profit in Minneapolis by Women for Women. At Her Next Play, we want to create the next generation of female leaders through sports. As their Marketing and Communication intern 24/25, I got the opportunity to work with girls in sports and be in charge of Her Next Plays social channels. I also helped them create a marketing campaign to reach new audiences.
Play Bold! Camapign Strategy
Communications Objective
Position Play Bold! as the platform for shaping the next generation of female leaders.
Target Audience
The Game-Changers
The Spark
This target audience is the younger generation of women who are currently in sports or have been recently. They want to be part of sports to become the new future of female leaders. While they may not yet have the experience or resources to make a significant impact, with the right role models, they will become the new game-changers
The Spark has mixed feelings about sports. On the one hand, they understand the impacts and love the sports environment. On the other hand, they struggle with doubts and performance anxiety, feeling like they are not good enough.They are currently at a crossroads, deciding whether to stay or leave.
The Scout
This target audience consists of decision-makers who see a reflection of themselves in young girls and are determined to make a difference. They have the experience, resources, and passion to drive change and are dedicated to investing in girls' futures. The Scout is inspired by The Spark and strives to be a role model for the next generation.
The scout has always been active in sports and has either experienced regret for not continuing after recognizing the benefits or is still active and understands the positive impact of sports on girls. Both perspectives serve as strong motivations to support The Spark Generation
Problem
Girls in middle school drop out of sports at twice the rate of boys, missing the opportunity to develop crucial social and emotional skills.
Truth
Girls who play sports have higher confidence, more positive body image, and stronger leadership skills.
Tension
Girls in sports feel pressure about not being enough, which makes them rather stop playing than continue working through challenges.
Single-Minded Proposition (SMP)
Change the game
Inspire Her to keep playing
CREATIVE EXECUTION
