Empowering Women Entrepreneurs: QuickBooks’ ‘Power Moves’ Campaign

In the realm of sports marketing, professional athletes often dominate brand campaigns. However, the world of accounting software is less frequented by these figures. This scenario changes when considering the business-minded athletes, a niche targeted by the QuickBooks “Power Moves” campaign, emphasizing leaders in women’s sports.

The Campaign Overview

QuickBooks, a subsidiary of Intuit, launched the “Power Moves” initiative to focus on women entrepreneurs within the sports sector. Cathleen Ryan, VP of Marketing at QuickBooks, stated, “QuickBooks will always try to tap into culturally relevant moments with authenticity, and nothing says that more than female sports right now,” in an interview with Marketing Brew.

Structure of the ‘Power Moves’ Campaign

The campaign comprises five short videos, each approximately two minutes long, featuring various women in the sports industry discussing their entrepreneurial journeys while utilizing QuickBooks products. The series commenced on March 3, showcasing Jax Diener, owner of Watch Me! Sports Bar, alongside notable athletes Tobin Heath and Christen Press, who co-founded the lifestyle and media brand re—inc.

These episodes are strategically distributed across She Media’s platforms, which include popular websites that collectively attract around 74 million unique viewers each month. To boost outreach, QuickBooks engaged in media partnerships with The Gist, a sports media firm co-founded by Jacie deHoop and Ellen Hyslop, featured figures in the campaign.

Featured Entrepreneurs

The series highlights an impressive lineup of women influencing the sports industry beyond the field:

• Allyson Felix – Seven-time Olympic gold medalist and founder of Always Alpha, a sports management firm.
• Jasmine Maietta – Former professional basketball player and founder of Round 21, a sports lifestyle brand.
• Jenny Nguyen – CEO of The Sports Bra, a women’s sports bar in Portland, Oregon.
• Jen Barnes – Founder and CEO of The Rough & Tumble sports bar in Seattle.

This diverse group represents various facets of the women’s sports sector, from media representation to merchandise ventures. The production of the campaign is also noteworthy, as it involves an all-female team from Impakt Partners and spearheaded by Sara Gotfredson of the Trailblazing Sports Group, specializing in women’s sports partnerships.

Strategic Objectives

QuickBooks aims not only to promote its accounting solutions but also to cultivate a sustained relationship with entrepreneurs, particularly those transitioning from athletics to business ownership. Ryan emphasized that the campaign serves to position QuickBooks as a valuable asset for athletes venturing into entrepreneurship.

The reception of this campaign has been promising, with interest extending beyond traditional sports narratives. DeHoop noted, “My ethos in general has been [that] we should center the athletes in what we’re doing, so it’s just not something that I thought people would be very interested in, but it’s been really cool to see that that’s not the case.”

Moreover, Ally Davis and Melissa Forman, co-founders of Impakt Partners, are committed to ensuring that the integration of the branded content is seamless and engaging for the viewers. “When you do branded content, it can be really tricky, and it can sometimes turn people off,” Davis added. However, the enthusiasm within the women’s sports community has driven positive responses to such content.

Conclusion

The QuickBooks “Power Moves” campaign exemplifies a shift in sports marketing by showcasing the contributions of women entrepreneurs in the sports field. This initiative not only aims to augment QuickBooks’ involvement in women’s sports but also reinforces the importance of recognizing and empowering the multifaceted roles women play within the industry.