Cecelia Westwater 

October 8, 2021 

Professor Reff 

PESO Messaging Assignment 

Community based initiative: The NFL will be partnering with the Boys and Girls Clubs

of America to establish relationships between our 32 clubs and children in inner-city

communities. As most of our clubs are in large cities, we feel that by partnering with an

organization that helps underprivileged and inner-city kids is the best way foster a relationship

with our surrounding areas. This partnership will foster new understandings of football and

provide a deeper sense of community for both our athletes and the participants of the Boys and

Girls clubs. 

In this partnership, players from each of our teams will travel to the closest Boys and

Girls Club to connect and play with the participants. We would also invite the members of the

Boys and Girls clubs to regular season games for pre-game events that highlight the partnership

and have them stay for the game. 

Paid media: For the paid media strategy, we would purchase a sponsored post on social media

platforms, advertising our partnership and how this partnership strengthens the communities our

clubs are in. We would also purchase ad space on websites that are popular within our audience,

like ESPN or Draft Kings, to promote our partnership and let people know how they can support

our efforts. As the message will be a digital ad, the language has to be short and formal. Due to

the limited space, we have to convey our announcement and the mission of the partnership with

bright colors and fonts and fun images to grab the attention of the person visiting the site. The
target audience being reached with paid media are football fans ages 25-50, as they are more

likely to use these websites for activities like fantasy football and sports news. 

Earned media: For the earned media strategy, we will rely on the Boys and Girls Clubs to get

the announcement of our partnership to their main audience. Since we have different target

audiences, the NFL will be able to reach a new demographic around the country. As our partners

have a different demographic, the channels they use to announce the partnership will be different

than ours. These channels include national newsletters, websites and their own social media

pages. Since we are using media channels that are unfamiliar to us, our tone would be more

formal and informative. We would also use images from different Boys and Girls Clubs’ events

to show the audience who this partnership benefits. The target audience for this form of media is

the followers and supporters of the Boys and Girls Clubs, who may not be familiar with or fans

of the NFL. 

Shared media: For our shared media strategy, we would use our social media platforms,

Instagram, Twitter, Facebook, Linkedin, etc., to share information about our partnership. Along

with posting on the NFL’s main accounts, we would also have each of our clubs post a

partnership announcement with their respective Boys and Girls Club in the area. Not everyone

who follows a specific team also follows the NFL on social media, so, by having each of our

clubs post, we are expanding our national audience to include casual fans. Since the main

channel is social media, the language will have to be casual but informative, and we will use

bright colors and wholesome images to capture the attention of our followers. The main target

audience for this strategy is our younger audience, mainly teenagers and young adults, as they

are most likely to use social media to follow the NFL and their favorite teams. 
Owned media: For our owned media strategy, along with posting on our social media sites, both

the NFL pages and the individual club pages, we will announce it on our TV channel, the NFL

Network, during our programs, such as “Good Morning Football.” We would also put the

announcement on our website and all 32 of our clubs' websites. This kind of media is used the

most by our target audience, as we have a young majority in our audience, more likely to use

social media and watch the NFL Network. On the NFL Network, we would run headlines on the

News Ticker announcing the partnership and run video clips of our events during commercial

breaks. This media strategy will be the easiest way to reach most of our audience, as they follow

us in some form of our media channels, whether it be social or on television. The most effective

tone for this media strategy is casual since we are utilizing social media. 

These strategies of utilizing paid, earned, shared and owned media will be effective

because we are using key media channels that target our main audience, as well as the main

audience for our partners. By using our key social media channels, we are able to reach the

majority of our audience, while also expanding our demographic to followers and supporters of

the Boys and Girls Clubs and casual fans of the NFL.