This document outlines a partnership between Sokol and Birell to create an active community for a healthy society in the Czech Republic. The strategy is to connect, celebrate, and guide/inspire using the power of socializing through sports. Barriers include a crowded selection of youth activities and lack of appeal for Sokol. The target audiences are teachers, mayors, and parents. Metrics include campaign awareness, number of platform registrations, kindergartens enrolled, and increased equity for Birell. Activities may include an inclusive "Všesokolský slet" event and gaining a certificate to lead sports activities in kindergartens.

1. Logo here
S u b t i t l e
D a t e
BREWING A BETTER
SOCIETY THROUGH THE
POWER OF SOCIALISING
AND SPORTS
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2. AMBITION:
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Create and engage an active communitiy for a helthy society
BARRIERS:
Increase number of activities for young ones
makes the selection process hard for teachers.
Teachers who do not favour sports.
Lack of appeal afecting sokols brand power.
TARGET AUDIENCES:

3. CHALLENGE
COMBAT PHYSICAL
LITERACYAND
ENROLL SOCIETY
IN SPORTS
ACTIVITIES

4. “
Insight
I want to stay in shape physically and
mentally because I want to be the best
role model I can for my family.
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COMMON VALUES
Heritage
Czech patriotism
Legacy
Made by Professionals:
Athletes | Brewers

5. “ CREATE AN ACTIVE MOVEMENT THAT DEFINES OUR
CULTURE
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STRATEGY
CONNECT
CELEBRATEGUIDE &
INSPIRE

6. SOKOL X BIRELL PARTNERSHIP = FALCONS
Make use of the power of socializing, that both
beer and sports share, and bring the community
together under the same FALCONS platform:
ensuring a better physical education for the
generations of tomorrow.
KPI TARGET
CAMPAIGN AWARENESS 80%
NO. OF PLATFOM REGISTRATIONS 300 K
KINDERGARTENS ENROLLED IN SOKOL PROGRAM 2400
BIRELL EQUITY +0.5 PP
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MEASURABLES:
IDEA

7. EXECUTION
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8. “CELEBRATE
HOW THEY’RE GONNA TAKE PLACE + HOW WILL WE COMMUNICATE
THEM BRINGING EVERYONE WITH THE SAME GOAL TOGETHER
IT CAN HAPPEN IN INCLUSIVE „Všesokolský slet”, ->MAKE IT MORE
FUN/SOCIALISE
BRING YOUR FAMILY & HAVE SPORTS
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9. CERTIFICATE AMBASSADORS
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DRIVING LEGACY/HERITAGE
GAINING A CERTIFICATE ISSUED BY SOKOL
THAT WOULD ALLOW THEM TO GO IN KINDERGARDENS AND DO SPORTS
ACTIVTIES
HOW? DO ONLINE INTERVIEWS WITH LEGACY AND AMBASSADORS AND
INSPIRE PUBLIC

10. D a t e
IDEA: Make use of the power of socializing, that both Birell and sports share, and bring the community together under the
same goal: ensuring a better fundamental movement skills for the generations of tomorrow
AMBITION: SHAPING AN
ACTIVE COMMUNITIY FOR A
HELTHY SOCIETY
BARRIERS:
THE CROWDED CLUTTER OF
ACTIVITIES FOR YOUNG ONES
TEACHERS WHO DO NOT
FAVOUR SPORTS
LACK OF APPEAL FOR A
NATIONAL SPORT
ORGANIZATION
TARGET AUDIENCES:
TEACHERS, MAYORS,
PARENTS
STRATEGY:
CREATE AN ACTIVE
MOVEMENT THAT
DEFINES OUT CULTURE
(appealing FROM EARLY
AGES/TO ALL PARTS OF
SOCIETY)
EXECUTION:
Connect
Celebrate
Guide & inspire
INSIGHT: I want to stay in shape physically and
mentally because I want to be the best role
model I can for my family