AGAzucena Garanto
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Marketing, communication, loyalty and community as a coordinated system, not campaigns

Creating demand where a market does not yet exist

Built local demand by treating marketing, communication, loyalty and community activation as a coordinated system rather than isolated campaigns — driving 6,000 spectators to a fourth-tier fixture before elite competitive status did the work.

Marketing CampaignsCommunity BuildingLoyaltyAudience Development
Photograph: crowd at the landmark women's football fixture.

Highlighted result

→6,000 attendees at a fourth-tier fixture

Context

The objective was not to promote one match. It was to make the project relevant to the city and give people a reason to keep coming back, before elite competitive status did the work for us.

What I identified

Demand had to be created through disciplined marketing and communication campaigns, loyalty mechanisms and a community consistent enough to sustain attendance beyond a single moment.

What I did

I ran a city-wide programme of online and offline marketing campaigns, communication, loyalty actions, community activation and matchday work, coordinated with the sporting project and its brand.

What I ran

  • 01Marketing campaigns (online and offline)
  • 02Communication campaigns
  • 03Loyalty and retention actions
  • 04Community activation with local partners
  • 05Matchday experience aligned with the brand
  • Photograph: crowd at the landmark women's football fixture — detail 1.
  • Photograph: crowd at the landmark women's football fixture — detail 2.

Documentation

Outcome

  • 6,000 spectators at a fourth-tier fixture
  • Sustained community around the project
  • Stronger relationship between programme and city
  • Demand created before elite competitive status

What this demonstrates

That audience growth in women's football is built by disciplined marketing, communication and community work — not by promotion alone.

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