Comsport
Branding + Marketing + Digital
"A journey of a thousand miles" Marketing Campaign.
Challenge
A very important part of sports representation is scouting for new athletes worldwide. While traveling to the Ukraine, Sénégal, or China, Comsport's scouting agents needed simple and to-the-point marketing collateral that would quickly and efficiently engage with prospective clients and their families. The most significant creative challenge was to simplify the deliverables in order to be easily accessible across a wide range of languages and cultures.
A very important part of sports representation is scouting for new athletes worldwide. While traveling to the Ukraine, Sénégal, or China, Comsport's scouting agents needed simple and to-the-point marketing collateral that would quickly and efficiently engage with prospective clients and their families. The most significant creative challenge was to simplify the deliverables in order to be easily accessible across a wide range of languages and cultures.
Creative Insight
The decision was made to provide agents and scout with an array of branding and presence collateral to display at local colleges, high schools and local leagues' tournaments to let players and families know that sports agents were in attendance and could be contacted for further information and evaluation.
Execution
The deliverables created included posters with tear-off contact info, a micro-site where videos of prospective client athletes could be uploaded, brochures explaining the process and the success of the Comsports agents, all in multiple languages.
Why It Works
This campaign easily and efficiently reminds young athletes that they must take the first step if they want to embark on the exciting journey that can lead them to the arena of professional sports. It also reinforces the professionalism and reach of Comsport, strengthening the message that Comsport, and Comsport alone, can aid the young athlete on this journey.
The core brochure explains how Comsport maintains close relationships with many of the world's strongest and most visible brands and work with each athlete to tailor his/her individual marketing plan allowing to proactively target regional, national and international corporations that fit with the athletes’ brand strategies.
The brochure warns hopeful athletes not to sign with non-licensed sports agents and highlights the professional credentials accumulated by Comsport over the past 15 years, as well as the benefits of true professional representation.
One of the major recurring issue sport agents encounter is the difficulty to recognize and meet talented teenagers in the most remote locations of the planet. This marketing initiative allows scouts to display a simple poster in any venue and let attendees know that there is a sport agent in attendance. The posters simple tear-out stickies direct prospects or families of prospects to the Comsport website for first contact, upload a video or request for eventual follow-up contact.
The language used on all marketing collateral was specifically designed to appeal to non-English speaking teenagers. The posters were produced in over 30 languages in order to communicate a simple message: "If you think you have what it takes to play here, give us a shout." Above are examples of the Chinese and Dutch language posters.
The microsite was deliberately kept simple in order to avoid any confusion from users, most of them non-English speaking. Through a very simple four-step process, young athletes and their families could easily submit contact information, upload a showcase video, and request a follow-up from an agent.
The microsite showcases pictures of athletes represented by Comsport, as well as videos from agents welcoming young prospects to the exciting world of professional sports, and preparing them for the future.
