 |
 An Interview With Kit
Simeone
Kit Simeone accepted the position as Director of
Grassroots Marketing for WWC '99 in September 1997. Since that time she
has toured the country in her efforts to publicize and sell the event to
the millions of Americans who are involved in playing, coaching and organizing
soccer at state and local levelsthe grassroots supporters of the game. Recently,
she answered questions about her activities with WWC '99 for Women's Soccer
World.
WSW: Please tell us what your basic job description covers, including
what you are expected to produce for the committee.
KS: My job as Director of Grassroots Marketing for the 1999 FIFA Women's
World Cup is to develop and implement ways in which to promote the event
and ticket sales to the soccer and community grassroots markets. I began
working with the Organizing Committee in mid-September of 1997.
WSW: What has been the main procedure for your
grassroots involvement clinics?
KS: The 1999 FIFA Women's World Cup Grassroots Marketing program kicked
off in the Fall of 1997 during a "marketing blitz" held during
Columbus Day. This program was very simplehave WWC representatives attend
Columbus Day tournaments located in potential markets, and have a high level
of visibility. The program was successful due to the information we gathered
for later promotions. We also met a lot of enthusiastic and hard working
volunteers, with whom we are still working.
The overall Grassroots Marketing plan that has
developed consists of three major elements. The first element is an outreach
program to the millions of soccer players and families in the United States,
through the existing structure of soccer organizations and groups. These
organizations include American Youth Soccer Organization (AYSO), United
States Youth Soccer Association (US Youth Soccer) and United States Amateur
Soccer Association (US Amateur Soccer). Other groups include high school
soccer organizations, colleges and universities and independent soccer groups
such as Soccer Association for Youth (SAY), YMCA and YWCA soccer programs
and parks and recreation soccer programs.
The second element is an outreach program to various
clubs, organizations, events and civic groups. These groups are sports and
non-sports related and include such organizations as the Girl Scouts of
America, the Boys and Girls Clubs of America, Rotary, Lions and other civic
clubs and various festivals and events which draw families.
The third element is the structure of the outreach
program itself. The program is designed to educate fans and potential fans
about Women's World Cup. They are offered the chance to sign up for ticket
and volunteer information, purchase tickets on-site at selected events during
the private sale in May and become an active part of the event.
The objectives of the Grassroots Marketing program are very simple:
- 1. To inform the soccer community of the chance
to see World Cup soccer again in the U.S.
- 2. To give the soccer community the first opportunity
to volunteer and purchase tickets to Womenís World Cup.
- 3. To educate organizations and individuals outside
of the soccer community, especially women and girls, about the event, its
size and scope, and its impact on girls' and women's soccer, specifically,
and sports in general.
- 4. To sell tickets and fill the stadiums.
- 5. To recruit volunteers willing to work prior
to and during Women's World Cup.
- 6. To make each group involved feel a part of
the event.
- 7. To bring U.S. national team players and foreign
national team players to as many promotional activities as possible, to
help young girls and women meet their role models.
WSW: Which areas of the country have you covered
so far?
KS: Since the initiation of the program, the grassroots marketing staff,
volunteers and other Women's World Cup staff members have been in all of
the venue communities at least once, in most cases several times. We have
been in a total of 22 states at approximately 40 promotions. This has all
occurred within a six-month time period! However, that hard work paid off
quite well. Awareness of the event has been raised by actually going directly
to the soccer communities.
WSW: What sort of reception have you had?
KS: The reception we have received all over the U.S. has been phenomenal!
Our staff and volunteers have been treated very well, and every soccer workshop,
exhibit, show or meeting organizer has offered us complimentary exhibit
space, time to speak at a luncheon or dinner and a chance to be an integral
part of their event. We have brought players to many of the events and they
have been treated with the utmost respect and courtesy by their hosts. The
players have been quite a hit with the kids and adults. All of the soccer
organizations that have member publications have graciously given us complimentary
space in their spring issues for our private sale. They also run our monthly
Cup Report updating Women's World Cup activities on a regular basis.
WSW: What sort of suggestions have you received,
both positive and negative?
KS: I have not received one negative suggestion at any event. In fact, at
virtually every promotion, organizers and attendees alike have complimented
the Organizing Committee on its decision to have this type of marketing
program.
WSW: Any particular part of the country that
shows more interest and support than other areas?
KS: I don't know that I've seen any one area of the country show more support
or interest in the event, rather a very broad spectrum of support from all
50 states. Obviously, the largest amounts of preliminary ticket sales have
come from those areas closest to our venues. The northeast, which has the
largest concentration of venues and a total of 15 out of the 32 games, has
been extremely enthusiastic during the initial promotions and sales. However,
as we are now attending more promotions in the West and Midwest, we are
seeing the same amount of enthusiasm and desire to purchase tickets as we
have in the Northeast. We also have received phone calls, letters and ticket
orders from Alaska, Idaho, North Dakota, Nebraska, Texas, Georgia and almost
all other states in the union. Our real challenge lies in the southern part
of the country, since there is no venue in this area. There is an interest
there from teams that wish to travel to a number of games. Our goal is to
reach these teams more effectively during the next couple of months.
WSW: How does the soccer community view the
World Cup committee?
KS: The soccer community has a special relationship with and exhibits tremendous
support for the U.S. Women's National Team. That has also been evident for
us at the Women's World Cup. We hope to build on that relationship and support,
and keep our relationship with the soccer community strong and mutually
beneficial.
WSW: Are you recruiting volunteers to work at
the world cup venues? If not, why not?
KS: We are recruiting volunteers for the eventactively recruiting them!
We have collected thousands of names over the last six months from persons
interested in volunteering for this event. During most promotions, we don't
have the time to ask people about volunteer dutythey ask us how to sign
up! Our Director of Promotions, Laurie Piai, along with the six Venue Directors,
is developing our volunteer program and job descriptions.
WSW: Does your experience so far suggest that
most of the tickets available will be sold, thus eliminating the need to
downsize the stadiums?
KS: The images from the 1996 Olympic matches always pop into my head when
privately projecting ticket sales. Those stadiums were filled with soccer
fans, sports fans and those just wanting to "be there." I feel
that similar crowds for Women's World Cup are achievable. We live in a society
that supports sports and large events in general, and there is a huge and
growing enthusiasm for women's sports. My 10 year-old niece still watches
her favorites Mike Modano, Michael Jordan, Emmitt Smith and Penny Hardaway,
but she now watches and emulates Sheryl Swoopes, Rebecca Lobo, Gabrielle
Reece and Kristine Lilly. She's already asked how many Women's World Cup
games she can attend with me!
WSW: Are you concentrating mainly in the youth
areas since you worked closely with them before and they have always been
the biggest group of support for women's soccer?
KS: The Grassroots Marketing efforts are focused on not only the youth soccer
groups, but also on the amateur soccer groups and civic, social and general
sports organizations for girls and women. I know the youth market best because
of my involvement with U.S. Youth Soccer for four years, but over the years
I also have been involved with amateur soccer programs. With the help of
our National Soccer Coalition Chairman, Marilyn Childress, I am learning
more about the amateur soccer market and meeting helpful and enthusiastic
members. Because of the size and scope of the overall youth soccer market,
Julie Bushman, my co-director based in Los Angeles, handles all aspects
of grassroots marketing within AYSO. She has done a tremendous job in this
area and has formed some good working relationships within that organization.
WSW: Please tell our readers what they should
do if they want to get involved. Where to call, who to call, what is needed
the most, and please use us to get whatever message you would like to as
many soccer people as you wish. We will give you as much space as you need.
KS: My message to your readers is simple: DO NOT MISS THIS EVENT! I've been
involved in soccer for almost 15 years, and have never seen more enthusiasm
for and support of an event. I also see, on a day-to-day basis, the commitment
this Organizing Committee has to making this the most spectacular event
ever seen, and to promoting women's and girls' soccer, and sports, for the
next generation of female athletes. Let's fill the stadiums to capacity
and watch our team regain the World Cup at home.
If you would like more information about ticket
packages call 1-800-WWC-TIKS (1-800-992-8457), or e-mail us at WWC99@aol.com.
Remember: the private ticket sale to the soccer family begins May 1 and
ends May 31. Call the number above and make sure you are on the mailing
list for this ticket sale. During this sale you will be able to purchase
venue packages at a discount. Tickets are expected to go quickly. Once this
sale is over, tickets go on sale to the general public at regular prices.
© WSW May/June
1998
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