PSC Case Study

7/31/2019 PSC Case Study

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Prairie Soccer Club

Event Promo Package - Case StudySpring Registration



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3Table of Contents

ContentsCreative Brief 4Mood Board 8Personas 9Competitive Analysis 10Prairie Soccer Club Promo Items 15



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4Creative Brief

Client

Target Audience

Prairie Soccer Club (PSC) is a small non-profit organizationThey provide kids in the Yelm, Rainier, McKenna and Royopportunities to compete on local soccer teams.

PSC provides affordable recreation soccer as well as somedevelopmental teams for youth and is kept running mostlythrough parent volunteers and local soccer enthusiasts.

The target audience of this promotion is two-fold. Themedia out in the schools such as fliers and posters are aimedprimarily at pre-teen to teenage boys and the mailer is aimedat parents. The give aways at the event are targeted to theplayers. Kids drive some of parents decisions thus appealingto the target audience first will help parents make the

decision to at least bring their child to the registrations event,increasing the possibility of more sign ups for soccer teamand possibly coaches as well.





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6Creative Brief

Key Benefits

Support StatementIncreased awareness of PSC, registration times and the teamsavailable will help to increase the player base making thecompetition more fun for everyone.

Attracting more boys between the ages 11 - 17 to play onteams will help even the playing field for everyone. With theshortage of players some teams have had to play up in agelevel causing an imbalance in teams player sizes.




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7Creative Brief

Tone

CreativeConsiderationsWhen using images of soccer players there should be noprofessional players or amazing tricks, images should bebright and active. Potential players may inadvertently bediscouraged.

The over all feel for the pieces should be inviting usingimagery of warm days and use of images portraying a lot of movement.





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9Personas

The Christiansons have lived in Yelm for threegenerations. Their family settled here after Ralph’s

Grandfather retired from the Air Force fromMcChord Air Force Base. His wife Linda was alsoraised in Yelm. They have a 12 year old son namedMatt. As a family they are very busy and have apretty active social life. Matt usually has one friendor another over a couple times a week.

Having grown up in Yelm, they know a lot of the local business owners and frequently stop

in to shop locally at the co-op, nursery and thehardware store. Their son is in the 6th grade at theElementary school.

Ralph is a computer repair technician at one of thetwo local repair shops and Linda is an accountantwith the nearby firm of Littlefield CPA.

The Marquez family is a military family. They havelived in Yelm for about 6 months. They move

frequently and have gone through 3 deploymentsas a family. Originally from Hawaii, they love to getout and play whenever a sunny day rolls around.They are no strangers to rain however and are notafraid to play in the mud.

They are soccer enthusiast and frequentlysit down together to watch their favoriteMLS, the Chicago Fire team play.

The Hatchers live on the outskirts of Rainier on ahorse ranch. Both Angela and Dave work at home.

Their daughter Emily goes to the high school andtheir son Mark attend junior high in the samecampus. The kids have participated in sport mostschool years but have never settled into just one,preferring to rotate which ones they play in a year.




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Competitive Analysis



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11Other Club’s Logos

Most soccer club logos have a shield type shape and/ or some kind o graphic that portrays movement.





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12Other Club’s Fliers and Posters

A lot o posters and fiers are created by volunteersusing desktop publishing soware such as PowerPoint and Publisher.




13Example Promotional Items

Tere are many items which can be handed out as giveaway items in a promotional event. Water bottles, cinchsacks and mini soccer ball are popular promo items withthe rst two being popular among preteens and teens.





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14Tee ShirtsOther Club’s




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PSC Promotional Items




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The new logo is three colors. They are the colors of the prairie at sunset. The flat burgundy representsthe prairie. The black shadow in the back is Mt.Rainier which is a prominent figure in the horizonand the ball to shows movement.

The typeface used is similar to that of the EnglishPremier League’s team, Arsenal. It is in the shapeof a shield which is common among soccerlogos and adds legitimacy to the program.

Prairie Soccer Club Logo

This is a rework of an old baseball logo. It isa one color logo. It needs to be updated andrevolutionized.

Old logo:

New logo:



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17PosterPrairie Soccer Club

As Yelm is a small town, many businesseswill allow organizations such as PSC to hangpromotional posters.




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18FlierPrairie Soccer Club

There are two Junior High Schools in Yelmwhich students from Roy and McKenna attendand one in Rainier. These schools, along withvarious businesses, allow organizations toplace a stack of fliers.




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19MailerPrairie Soccer Club

Being able to reach as many people as possible is essentialto a small non-profit organization like PSC. Using amailer to invite potential players and their parents to aregistration event is a key part of this promotion package.



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20Give AwaysPrairie Soccer Club

Kids like to get free stuff. Using promotional material such as the acinch sack, water bottle, mini soccer ball and tee shirt with the club’slogo on them will entice players to show up early to the registrationevent to obtain these items.




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21Vinyl BannerPrairie Soccer Club

Yelm City Park is located near the crossroads of two major highways.A banner will be hung above the road a week prior through the day of the event as additional promotion of the registration.

PSC Case Study

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