United Soccer Coaches Convention
Overview
Ida Sports had expanded to the US, stocking up at major sports retailers such as Dick’s Sporting Goods and Soccer.com. To support their momentum, the company had to speak to one of its major target audiences; coaches. The United Soccer Coaches Convention was a good opportunity for the brand to garner more awareness and continue their growth in the US market. My role in this campaign was to prepare printed assets and a kiosk video for the booth.
My contribution
Video Editing Design Assets
The team
Tabitha Tice, Head of Marketing Laura Youngson, Co-founder Wi Vern Ng, Digital Designer
Year
2021
Process
The USCC is an annual event that brings together coaches from around the world (predominantly the US). With keynote speakers and an exhibition hall, Ida Sports was looking to make an impact as a Verizon Innovation Hub exhibitor.
Objective:
- Educate coaches on the problem, brand awareness
- Sell shoes and merch
- Network with other companies, partners, individuals, nonprofits, coaches, players, etc.
Kiosk VIdeo
Due to the tightly-packed arrangement of the boot and the high traffic people at the convention, the kiosk video had to communicate our brand message without relying heavily on voice-over. The visuals and copy also had to speak to the coaches’ pain points (e.g. knee injuries, blisters, improper stud configuration).
The Booth
Selling shoes wasn’t the only obstacle, the real barrier lies in the lack of awareness between men and women’s feet. The booth not only had to attract attention but it had to educate visitors on the differences and importance of gender-specific footwear.
Floor Mats
Aside from pull-up banners, floor mats served as a more obvious way to compare men and women’s feet. The stark difference in shape and size of the illustration reinforces this idea.
Takeaways:
- Needed more obvious signs of a female brand
- Make words like “Women” or Female more prominent
- “Shoes fit for female athletes” is a clearer message than “Step into change”
- We should include more faces in photography to communicate that we’re a brand for female athletes
- Too much red at our booth; it would be good to incorporate secondary brand colours to add varying contrast. However, the Red definitely stood out in the space as other booths kept it simple and empty.
- Create mockups for better visualisation and collaboration. Develop a mock-up of the booth when creating these assets as it’ll help the team visualise how we want to present our brand.