Kate Dale made quite an impression at Digital 360 speaking about Sport England’s This Girl Can initiative. While the event required a digital focus, the key learning she shared has far wider application. Here are just a few of her top tips:
Test your instinct
‘Don’t just talk to the people who are your core audience; talk to the people you want to be your audience.’
As marketers we know a lot about our audiences. We seek high and low for more people like them but what about those who aren’t like them… or like us? How much do we really know about those who haven’t attended, why they haven’t engaged and what they value?
Sport England learned a lot about why women don’t engage with sport. Based on that insight they began campaigning in a way that really resonated with their target audience
Do we know why people aren’t engaging or do we just have a hunch? If it’s the latter then maybe it’s time to ask.
Cast with care
‘Jessica Ennis is a fantastic role model for life and achieving your dreams but in terms of physical activity she’s… not particularly going to inspire us to get active because she’s a different species to people like us.’
Key to the success of the This Girl Can campaign was the way Sport England represented its target audience. Every image they used showed women we could associate with.
Thinking back to 2013, I loved the Orchestra of the Age of Enlightenment’s ‘Not all audiences are the same’ campaign for that very reason.
Do our brochures and online channels represent the diverse audience we want to reach in a way that resonates with them? If not, perhaps it’s time to cast with care.
Prepare the way
‘Explaining and engaging your stakeholders and audience before you launch means that they will be there ready to take your message further.’
We craft campaigns all the time for events, seasons, tours or exhibitions. Traditionally, we may have kept them secret until the grand reveal. Is there more that we could be doing to prepare the way?
Sport England invested a lot of time in letting people know about This Girl Can before it launched. They wanted press and stakeholders to know what was coming, to understand why it was important and to get behind it from the outset. As a result, their audience were ready and waiting to spread the word and help make This Girl Can a resounding success.