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In the world of marketing and advertising, opportunities to make a real impact and create meaningful change are rare. However, this past April, I had the incredible privilege of being a part of the Marcus Graham Project—a non-profit organization dedicated to developing the next generation of thought leaders in the advertising, media, and marketing industry.
Partnering with the Phoenix Suns and Suns Charities, the Marcus Graham Project hosted a workshop like no other. Set in the heart of basketball passion, the Footprint stadium, this workshop aimed to provide diverse aspiring professionals with the exposure and access necessary to further their career interests within the industry.
What better way to learn the ropes of marketing than from some of today's premier players in the field of Sports Marketing?
During this transformative experience, I had the opportunity to meet and learn from a multitude of professionals within the marketing departments of the Suns, Suns Charities, and the Phoenix Mercury. These encounters not only deepened my understanding of marketing strategies but also shed light on the competitive nature of the sports marketing industry and the unique challenges faced by professionals in this field.
Assembled among the 26 participants were university students, marketing professionals, and graphic designers, all seeking to broaden their knowledge of marketing and carve a niche for themselves in the ever-evolving world of sports marketing. Together, our team consisted of six talented individuals: me - Lisa, Hannah, Izzy, Leon, Olivia, and Azeem, led by our remarkable coach, Saam.
The stage was set for an extraordinary opportunity to make a difference, as the Phoenix Suns had committed themselves to diversity, equity, and inclusion. With the upcoming 2023-24 season, the Suns aimed to connect purposefully with their local Latino population through a season-long marketing campaign named "El Valle." This campaign would consist of 10 theme nights throughout the season, celebrating Chicano (Mexican-American) culture.
Our team's assignment was clear—to develop a community impact program that would not only cultivate the next generation of Suns fans but also give back to the Latino community in a profound and meaningful way. Our task was to create a multi-platform marketing campaign that would be reviewed by a panel of esteemed guest professionals on the last day of the workshop.
Intrigued by this incredible opportunity, our team immediately began brainstorming and planning our approach. Our journey led us to craft a team name that resonated with our target audience—La Comisión agency. This name encapsulated our mission and would soon become synonymous with empowerment, cultural pride, and limitless possibilities.
Join us as we delve into the depths of the I CAN Campaign—a campaign that not only captivated our team but also aimed to inspire and empower Chicano youth to believe in themselves, their cultural identity, and their potential to achieve anything they set their minds to. Together, let us uncover how we developed this transformative marketing initiative that would leave a lasting impact on the community, one mural, one QR code, and one empowered young mind at a time.
Meeting Juan and Emma - Unveiling the Challenges
Our first step in creating the I CAN Campaign was to gain a deeper understanding of the challenges facing the Chicano youth community. We wanted to identify areas where we could make a meaningful difference and connect these children with the Phoenix Suns brand in a truly impactful way.
Through extensive research and conversations, we were introduced to Juan and Emma, two remarkable young individuals who represented the experiences and aspirations of Chicano youth.
Juan, an 8-year-old boy living in Alhambra, a Latino-populated area of Phoenix, faced the unfortunate reality of limited access to safe spaces for playing basketball. Concerns about safety in his neighborhood meant that he couldn't fully explore his passion for the sport he loved.
On the other hand, we met Emma, a 12-year-old girl from Roosevelt, who grew up with a deep love for basketball, instilled in her by her father. She had always dreamt of attending a Suns game, but financial constraints prevented her from experiencing the exhilaration of being in the arena. Her father's busy schedule, juggling a full-time job and side hustles to support their family, made it challenging for him to provide these memorable experiences for Emma and her siblings.
Inspiring "I CAN" - Connecting Identity and Possibility
Inspired by the resilience and aspirations of Juan and Emma, our team brainstormed a powerful campaign name: "I CAN." We wanted to ignite a sense of belief, pride, and limitless potential among Chicano youth. The phrase "I CAN" resonated not only as an affirmation but also as a clever play on words, as the terms "Mexican" and "Chicano" both spell "I CAN" without rearrangement.
With "I CAN" as our guiding principle, we set out to develop four focus areas that addressed the challenges faced by the Chicano youth community—wellness, identity, education, and creativity. These focus areas formed the foundation for our community impact program.
Bringing the Campaign to Life - I CAN Fests and Empowering Art
To bridge the gap between the Suns and the children, we decided to bring the campaign directly to the K-12 schools in districts with high concentrations of Mexican-American students. We identified five districts—Osborn, Roosevelt, Phoenix Elementary, Tempe, and Alhambra—that were saturated with the Chicano community, where over 50% of the students were Mexican or Mexican-American.
Our plan was to organize I CAN Fests, week-long events held in each district a week before a Suns game. These fests would not only celebrate Chicano culture but also provide an opportunity to engage the community and bring basketball closer to the children. Each I CAN Fest would feature local artist performances, local food vendors representing small businesses within the community, and interactive activities like art mural creation and basketball competitions.
Additionally, we introduced a friendly competition between districts, with the district that achieved the highest attendance winning 10 tickets to a Suns game and an exclusive opportunity to meet the players off the court. This aspect of the campaign aimed to foster a sense of community pride and further engage the Chicano youth in supporting their respective districts.
Devin Booker - A Catalyst for Inspiration
We recognized the impact that representation can have on inspiring young minds. One of the Suns' own players, Devin Booker, stood as a powerful example of embracing his Chicano background and becoming an inspiration for many in the community. Therefore, we chose Booker as the face of our campaign, highlighting his journey and using his story to motivate and empower the children with the message, "If Booker can, you can."
By showcasing Booker's accomplishments and sharing his personal connection to his heritage, we aimed to instill a sense of pride and encourage the youth to pursue their dreams relentlessly. Through video content, social media campaigns, and interviews, we celebrated Booker as a role model who demonstrated that cultural identity should never be a barrier to success.
Legacy through Murals - The Power of Art
As we embarked on our season-long project, we were determined to create an experience that would deeply engage our target audience and leave a lasting impact. Among various ideas, one concept stood out: mural art. Allow me to explain why we believe it holds such significance. Our campaign centers around empowering Chicano youth, providing them with a platform to express their creativity, embrace their cultural identity, and explore their imagination.
We encouraged participants (the kids) to depict themselves, their dreams, or their perspectives of the valley through their artwork. This exercise not only enabled them to manifest their inner selves but also fostered a sense of empowerment and connection with their cultural heritage. We firmly believe that a tangible mural wall will serve as the perfect conduit for the Phoenix Suns to establish a long-term and meaningful relationship with the community.
Imagine the impact this initiative will have years down the line. Picture those children who took part in the campaign, looking back at their artwork with a profound sense of love and connection to the Suns brand and team. It's a powerful catalyst for transforming them into lifelong, passionate fans. Moreover, this endeavor will resonate beyond the immediate moment, ensuring that future generations within the community feel represented and valued. Inspired by the transformative Native American flag campaigns, we were motivated by the stories of their impact on indigenous communities.
The artwork created by the children will find its place at either the Suns or Footprint stadium property. We will collect their art and assemble it to create a cohesive, branded mural wall. As we discussed the nature of the tile wall, a realization struck us—the square tiles resemble pixels. This presented an exciting opportunity to incorporate a QR Code into our program. This QR Code will serve as an informational resource, allowing everyone to delve deeper into the community, learn about Latino culture, and even make charitable donations (coincidentally, "SCAN" also contains "CAN").
With this in mind, we developed an innovative idea—embedding the mural art into a QR Code. We will design the QR Code using brand elements and colors that are recognizable to the campaign and hold deep meaning for the Chicano community (extensive research will be conducted to ensure cultural sensitivity). This QR Code will be a permanent fixture, continuously updated with information on a dedicated landing page. This approach ensures long-lasting and impactful messages, creating ongoing opportunities for charitable contributions and fostering connections within the Chicano community. There will be no end to the positive influence we can achieve together.
Transforming Lives through "I CAN"
The I CAN Campaign, rooted in empowering the Chicano youth community, aimed to make a lasting impact on the lives of Juan, Emma, and countless others like them. By providing safe spaces for basketball, creating opportunities for unforgettable experiences, and inspiring self-belief through art and cultural representation, we strived to build a bridge between the Phoenix Suns and the Chicano youth—a bridge founded on shared dreams, limitless possibilities, and the unwavering belief that "I CAN" achieve anything.
Join us on this journey as we delve into the implementation, outcomes, and heartwarming stories that emerged from the I CAN Campaign—an initiative that not only connected the Phoenix Suns with their local Latino population but also left an indelible mark on the lives of Chicano youth, fostering a legacy of empowerment and pride that will endure for years to come.
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