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Develop a compelling mission statement for the program with clear goals that will appeal to the identified personas visiting the website, social media channels and B2B marketing materials.

Area of project | Messaging/Brand/Storytelling

Number of teams | 1 teams (4 people per team)
Client Outcomes | Develop clearer messaging strategy for relevant mediums
Introduction To Project The Storytelling project aims to address key messaging improvements for She’s Got Skills – a women’s football platform dedicated to players from organisations and grassroots football. The student team will work to understand the problem the client is trying to solve for their target audience and build an emotive brand story to reflect the tone and voice of the client on relevant channels/mediums.
Client Introduction | Women football platform | Instagram: @shesgotskillsuk
About She’s Got Skills
She’s Got Skills (SGS) is an inclusive football platform dedicated to women. Inspired by the Women’s World Cup, we encourage and promote women and girls to play football through tournaments, events, mentoring and social media engagement. We are an accessible collective, inclusive community and thriving network, providing opportunities for women and girls to participate in football. We play a crucial role in breaking down gender stereotypes and promoting an active lifestyle and improving mental health. Our goal is to inspire more women to play, network, learn and collaborate through football across generations and cultures.

Our network features players from Facebook, Deliveroo, Universal Music Grou, Amazon, and MasterCard, creating a strong and inclusive network of women from diverse professional backgrounds – all united by our love of football. The collective inspires both on and off the pitch.
She’s Got Skills is run by two friends, Robert Wright and Bhavna Malkani, who were inspired by the 2019 Women’s World Cup. Their goal was to create and build a football community through tournaments and content that will inspire a generation of women to play.
Robert Wright
Co-Founder Robert is an FA Level 2-qualified football coach and has worked in various industries specialising in business development. Never a dull moment, he has sung in a famous choir, played semi-pro and university football, studied French and Spanish to degree level, lived in Japan and is currently developing a very exciting social app called Beacn. An Arsenal fan, Robert lives and breathes grassroots football by training and playing in various teams across London.
Bhavna Malkani
Bhavna Malkani, Co-Founder Bhavna has over 10 years’ experience in events, content production and partnerships which she brings to She’s Got Skills, along with her passion for football. Her nails will always be on point as she also runs global beauty e-com business, MeeBox. A native North Londoner, Bhavna is a huge Spurs fan. You can often find her on match days at the Tottenham Hotspur Stadium.
Our mission is to:
● Organise interactive 5-a-side football tournaments for women across London, around the UK, and the rest of the world
● Curate a series of hosted networking events of our competing teams,
providing various community groups and young people with the opportunity to meet with and learn from our inspirational players in a mentor/career guidance setting
● Nurture and develop our network of influential women in football and continue to produce relevant content across our social media channels, by collaborating with brands to share the She’s Got Skills experience
● Implement a mentoring and leadership programme, inspiring more girls and women to learn from each other, share skills and develop leadership skills
● Increase the number of girls and women that play football. Client Objective:
She’s Got Skills is growing rapidly. The next step to grow the business is to develop a strong brand strategy, a compelling vision and research to support the goals of the platform.
With this project She’s Got Skills would like to develop a clear messaging and strategy for their mentorship program that resonates and engages with the SGS existing network and get them closer to their vision to bring more girls into football as part of their growth and socialization.
SGS wants to leverage their existing partner network to develop a stronger mentor and leadership program for peer to peer learning, but as well to help more girls getting into football.
For that the team should create a program proposal including program name and brand, copy as well as a strategy to reach both communities; existing network members and potential program participants and beneficiaries.

Desired Outcomes
• Clear user personas for; a) existing network members as potential

mentors b) mentee and program beneficiaries
• A brand audit. Review of current marketing materials (website & social media) potential impact on chosen audience in relation to the mentorship program participants and beneficiaries.

• Develop a compelling mission statement for the program with clear goals that will appeal to the identified personas visiting the website, social media channels and B2B marketing materials.

• Create a powerful background story about the program

• Design an outreach and roll out strategy as well as the supporting materials needed for the implementation.