The team
- Charlotte StephanowHouse of Comm
- Henry Smith (me)House of Comm
- Samantha SteenslandHouse of Comm
- Mia ThompsonHouse of Comm
Research
Research Report for the NFL: Reaching Gen Z Latinas
A team research report on why Gen Z Latinas feel disconnected from the NFL, with three campaign recommendations.
Our team of four studied the gap between the NFL's communication and the interests of Gen Z Latina women. We started with a situation analysis covering the client, competitors, consumers, and industry trends, which produced two problem statements: weak social media engagement and messaging that fails to reach new audiences.
We then conducted in-depth interviews and coded them using open, axial, and selective coding. Three findings came out of the data: accessibility, storytelling, and cultural engagement.
The report ends with three campaign recommendations: “Nuestra NFL,” an influencer-led digital community; “Watch Us,” a campaign that pushes back on gatekeeping; and “First and Diez,” a bilingual channel that explains football simply.
