Hundreds of programs around the country are constantly looking for ways to connect with their female fan base. Tampa Bay is one of the latest NFL franchises who feels like they have the perfect plan to do just that. Earlier today, they rolled out their plan, which they are calling Red - The Buccaneers Women's Movement.
The Bucs' aim was to create a "brand new women's movement that will re-invent the female fan experience" in an effort to recognize and celebrate the female fan base. Glazer Family Foundation Co-President Darcie Glazer Kassewitz explained in the official release that "our female fans will have the opportunity to not only add to their knowledge of the game they love, but also to help create a community through RED and own the way they enjoy football.”
A few of the activities include an "Insider's talk" with GM Jason Licht, surprise appearances from Buccaneer legends, and a look at what goes on behind the scenes at the stadium on game day. It all sounds like a good, logical idea at this point right?
Well that's where things start to go south.
The Bucs also announced plans to provide "game day style tips from local area experts," how women could share their experiences and ideas on Pinterest, and networking events on how to express their fandom with original design projects, and recipes.
Needless to say, the Bucs tweet announcing the plan was met with a fair amount of criticism from their female fans they were hoping to connect with. Men didn't hold back either.
While this was all done with the best of intentions, the delivery was well, less than perfect. Let this serve as an important reminder to make sure that you fully grasp the perception of what you're putting out there. In the future, when producing gender specific marketing materials, it's probably a good idea to have that gender write (or at least proof) the content...and test it with a small group prior to full-scale launch in order to avoid a PR disaster like the Bucs are receiving today.