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1. Marketers Brief 2020
Background
Since 1862, the goal of Sokol has been to increase the physical, societal, cultural and spiritual level of our
democratic society through sports and physical education. Consequently, Sokol raises its 160.000 members
towards morality and civic responsibility. The core idea of Sokol is an enhancement of both body and mind. Sokol
oversees many programs for various target groups including the iconic Všesokolský slet.
Se Sokolem do života (formerly known as “Svět nekončí za vrátky, cvičíme se zvířátky”) is a program, which targets
the pre-school children (3-6 years old). This age period is absolutely crucial for the development of basic motoric
and athletic skills known as physical literacy. In this program, pre-schoolers learn the basics of gymnastics, athletics
and other sports in a playful way. They also learn how to play, cooperate, and find a joy and interest in active
lifestyle. Throughout the whole year, kids accomplish various little tasks under the guidance of their teacher,
accompanied with the mascot of the program Pepík, the Little Falcon. Medals are awarded to all kids at the end of
the program. This program is not about competition.
According to WHO, 80% of Czech of (older) school children desperately need more movement on a daily basis.
Physical literacy is at the all-time low. And the obesity and overweight among teenagers grew by 20% in the last 20
years. These are the consequences of the lack of basics practiced in early childhood.
Challenge
The program has been up and running since 2014 without any communications support. In the school year of
2019/2020, it attracted more than 73.000 kids and involved almost 6.000 pre-school teachers at 1.200 preschools
and kindergartens. But overall, there are more than 360.000 kids in almost 5.300 preschools and kindergartens.
How to attract more pre-schools and kindergartens? Teachers are overwhelmed by choices of how kids can spend
the time. Many of these activities sound way more appealing and interactive, especially when the teacher does not
favor sports herself/himself. The fact that Sokol is not the most attractive nor contemporary brand does not help
either.
Target audience
Primary influence:
• Teachers at pre-schools, kindergartens and “dětské skupiny” – The program has already attracted (former)
members of Sokol or sports-loving teachers. Now, we need to reach out to the others.
• Parents of children 2-6 years old - They want the best for their beloved kids. And they can ask for our
program.
• Mayors (heads of school departments, owners, „zřizovatelé“) – They are responsible for the kindergartens
and pre-schools and can enforce change from the top-down. But there are so many other things to take
care of too…
Secondary:
• Public – we want the public to see that in 2020, Sokol still plays a vital role in the Czech society.
Campaign Objective
The goal is to double the number of participants in the next edition of the program, starting in September 2020
(Assume no impact of the COVID-19). How can we get another 73.000 kids to join the program? How can we recruit
their teachers and attract their parents?
Key message
Se Sokolem do života – the best you can do for your kids (or kids at your classroom)
Tone of voice
Active – Bold – Proud – Heroic – Approachable

2. Objective of the brief
Create a meaningful strategy and execution plan, possibly linking your company/brand & Se Sokolem do života
program, which will deliver on the following:
1. Double the number of kindergartens applying for the program.
2. Build strong connection between Sokol and physical literacy.
3. Strengthen the equity and image of your brand by this program.
Other useful info
• The registrations start in late spring 2020 and end in early August 2020.
• Registration to the program is free and can be done online.
• Each teacher will receive a pack at the end of August including Guidance, Promo materials (stickers), and
Program sheets for kids.
• The program is split into three categories: category 1 (3-4 yo), category 2 (4-5 yo), category 3 (5-6 yo).
• In 2019/2020, the most participation came from Středočeský kraj (175), Moravskoslezský kraj (129) a
Jihomoravský kraj (124).
• Media:
o Owned media: Facebook Sokol, instagram Sokol, web (sokol.eu), magazine Sokol.
o Sokol events: Sokol spolu v pohybu (European Sports Week, 25-30.9.), Běh republiky (28.10.),
Veletrh For Toys (sokolská Gymzóna, 10/2020).
o Earned media: Kam s dětmi, other web portals.
o Media partners: Czech TV (Sokolský zpravodaj Weekly on ČT Sport, Sama doma, we can sponsor
other TV shows and programs), Czech Radio (ad hoc cooperation with ČRo, sponsoringu of radio
programs), Deník daily (ad hoc cooperation - article, advertisement).
o Other partners involved: Google,Česká spořitelna, ČEPS, Ondrášovka.
• See the shared folder for additional info and examples.