Customer-focused. Scalable. Global. Woman-owned.
Let's win the Concacaf Gold Cup...Let’s win Grenada!
Celebratory Greetings to the Executive Committee of the Grenada Football Association!
We offer you our best wishes for continued success on the road to the Concacaf Gold Cup. With pleasure, we have created a campaign that delivers a message to the world: Grenada Football means business.
Our GFA campaign design introduces clean lines and the illusion of movement with images cropped with tilted lines. Our campaign tag line (slogan) demonstrates our understanding of the GFA audience:
- GFA fans want to see themselves as part of the team and a cause to rally around.
- Passive observers need a reason to get involved; they need to feel the energy of anticipating a football competition.
- As an association, GFA needs to "say something" that resonates with Grenada.
Sports are exciting, and GFA football is no exception. Although there are many elements to a campaign, we chose to focus on 4 aspects of the campaign, specifically:
- Messaging that makes a Grenadian smile, one to the other, because they understand the depth of an otherwise common message—and messenger
- Social Media that speaks to the 2,721 Twitter and 11,740 Facebook followers of GFA
- Promotional Products that allow fans to join Team Spice and take both pride and ownership of GFA success
- Visual Elements that echo the Concacaf Gold Cup brand from a GFA perspective
If you have questions or comments, feel free to contact us. We welcome your feedback and look forward to receiving it. For your convenience we've included a FEEDBACK button (above, right)--or you can navigate to the CONTACT US page.
May the Spice be with you,
Margaret Snagg
Lead Consultant
TALON
SCOPE
The scope of this proposal is the design and fully executed delivery of a marketing drip campaign for the Grenada Football Association (GFA) on its journey and battle to win the Concacaf Gold Cup 2021.
The embedded media presence of TALONS and its partners will uplift team accomplishments for the world to see—win, lose or tie. As a nationall-based consulting practice, we’re driven by the opportunity to be *Deh with the GFA every step of the way. We have a plan as the team wins, and we also have a plan if the team is defeated.
Thank you for visiting us today, and welcome! If you have questions or comments, we want to hear from you! Just click the FEEDBACK button below and send us a message.
THIS IS A DIGITAL PROPOSAL SUBMISSION
Designed exclusively for the Grenada Football Association (GFA) Executive Committee, this is a hidden web page on our site that does not appear in the navigation menu of our website. The contents of this page are proprietary and not for distribution beyond the GFA Executive Committee.
Campaign Gallery
Original Concacaf Gold Cup branding features elements that are redefined in the GFA context: clean lines, plain language and abundant white space.
The proposed campaign for GFA on the road to the Concacaf Gold Cup taps into to the emotional values of pride, culture and the language of Grenada's layman, professional, and politician when there is a need to emphasize a point.
In this case, "WE DEH!" loosely translates as "We're in it to win it."
Horizontal and vertical versions of the campaign branding is easily integrated with existing social media channels on Facebook and Twitter.
Page banners can be swapped out and updated as the team progresses and battles its way to victory.
This campaign design will find a seamless connection with Concacaf Gold Cup Go.
Counting down (or up) to the finals drives the momentum of anticipation and keeps the campaign fresh.
Photography is extremely important in this campaign, as documenting the journey toward the Concacaf Gold Cup is the spine of this campaign.
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Campaign Design Parameters
Use of a locally recognized expression that expresses focus, tenacity and the hope of success.
The rally around "We deh!" is designed to fuel the momentum of GFA on the road to the Gold Cup,
The tag line of the campaign makes use of local colloquialism that is a both a celebration of accomplishment and a statement about the pride of GFA competing in the tournament. Without overzealous or grandiose claims, the campaign is professional, enthusiastic and demonstrates good sportsmanlike determination—regardless of outcome:
- Should Dem Spice Boys continue to win, the tag line works: Grenada stayed with it and won!
- Should Dem Spice Boys be defeated, the tag line still works: Grenada stayed with it and were there because they earned it.
NB: There are variations of the nickname for the GFA team published as "The Spice Boys," "Them Spice Boys and "Dem Spice Boys." There are also variations of Boys: Boyz and Boyez. While this will be altered to GFA preference, we suggest staying with the creative use of local colloquialism/patois to maintain the emotional tie-in that is already established, oui?
The GFA campaign brand avails itself to the well-established Concacaf Gold Cup brand.
The goal is to make the co-branding seamless. Much like a relay race, the baton passes from one runner to the other in fluid movements. The Concacaf Gold Cup brand designer had this approach in mind: "Our logo is a modern symbol of unity, in a neutral gold, black and white, so it works well with our 41 distinct Member Associations identities. We have modernized the typeface, and set the name Concacaf as a word to make it more memorable and user-friendly. The diamonds of the circle, representing the four pillars, are used as a distinctly Concacaf signature. And it is designed from the ground up to work online, in stadium, and on TV."
The design uses Concacaf Gold Cup, team and national colors.
The use of team colors are germane to any GFA campaign and are apropos for Dem Spice Boys: red for courage and vitality, gold for wisdom and warmth, and green for Grenadian vegetation and agriculture--where spice football talent is cultivated, grown and harvested. Should there be a need to include additional branding for FIFA or Concacaf, there is space in the artwork.
Variations of the design can be reproduced in any size, whether the side of a pencil or a billboard.
From a cost perspective, flexibility is key when reproducing campaign collateral. Our proposed design also passed the litmus test of one color graphics, and uses spot color which is far more affordable and manageable across mediums than gradient colors.
The design is flexible, able to focus on the team at large, or single out players.
The design is can accommodate any range of. Images that can easily be swapped out, and latest scores/rankings can be added as a footer to the original banner. There are several campaign editions and spins that can be derived from this base campaign for channels such as Twitter, YouTube, Facebook, SMS text messages and others.
The campaign design is a segue to existing GFA programs.
TALONS suggests looking long term toward youth- , gender- . and Sister Isles-focused programs that would re-employ this campaign throughout the year to encourage participation, FIFA/CONCACAF/GFA awareness with a view to being on the 2021 Gold Cup Team.
TALONS exclusive, high quality branded products and sports souvenirs at discounted rates.
Apparel, including Champion® brand athletic wear (unisex, men, women, children, toddlers), decoration (banners, fan giveaways (face towels, hats, water bottles) and more...apparel mock-ups are included in the slide show and can be ordered as POD (print on demand) with quantities as low as a single unit at competitive prices.
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