Client: Washington Commanders • Project: Attract Socially Conscious Young Women

Attract Socially Conscious Young Women to the Washington Commanders

Project Goals: Build Trust • Attract New Audiences

*“We are all on the same page.”*

*- DeAna Tyler, Washington Commanders*
*Marketing and Engagement*

Deliverables: Research Presentation • Campaign Concepts

How do you attract socially conscious young women to the Washington Commanders?

Preproduction: Strategic Research, Concept Development

Production: Presentation Design

Deliverables: Presentation to Washington Commanders’ marketing team

The Skylight Media Agency worked on Spec to discover new strategic insights for the Washington Commanders football team. The team was tasked with finding ways to increase the appeal of the team to socially conscious young women. What we found throughout the strategic discovery process was a historically strong fanbase disenfranchised by recent turmoil around the team’s leadership.

Using these insights as a foundation, the Skylight team developed campaign concepts that would allow the Washington Commanders to once again become trailblazers and step into new spaces in the wider culture. The ideas presented here are In Every Arena and Patches for Change.

In Every Arena is a mini-documentary series that would share positive stories from the Washington Commanders’ team and fans. The idea expands on language provided in the Washington Commanders’ new oath: “To set a standard of excellence and give our all in every arena we enter.” In Every Arena provides a way to shift the narrative surrounding the team to new stories that reflect who the team wants to be rather than who they have been. We believe that this campaign would help attract young socially conscious women by showing positive stories they can rally behind and share with their friends.

Patches for Change is an opportunity for the Washington Commanders to highlight the work of Women of Washington (WoW) organization. In partnership with local socially conscious organizations we proposed the creation of a unique patch for the 2023 season. Worn by players at select games and sold to fans these patches would represent the new direction of the team. Proceeds from the patches would go to local organizations with a global reach such as The Outrage and Vital Voices.