Case Study on Best Seat in The House: A Father, A Daughter, A Journey Through Sports

by Christine Brennan, USA Today sports columnist

Objective

To create and implement an Internet outreach strategy by targeting grassroots organizations and sports minded individuals.

Targets:

• Women’s Sports Organizations: teams, athletes and leagues
• Dads of Daughters: corporate dads; dads who coach their daughters sports teams; male coaches of girls teams
• Women Groups: feminist organizations; women’s bookstores; book clubs; blogs
• Women’s Sports: teams and athletes
  

Sample Target Organizations

• National Association for Women and Girls in Sport
• Women's Sports Foundation
• American Youth Soccer Organization
• National Association of Collegiate Women Athletic Administrators
• Amateur Athletic Union
• Real Sports Magazine
• The Tucker Center for Research on Girls & Women in Sport
• Dads & Daughters

Activities

• Conducted Internet research, including development of targeted sites and lists
• Created emails and other online content to reach target audiences
• Worked with publisher, author and press team to leverage outreach
• Created partnerships with organizations and institutions to distribute and extend the reach of emails and online content
• Secure speaking engagements to enhance outreach