David Harding
Cain LynchPartnership drives new strategy for Tasmanian football promotion
April 12th 2012 15:24
Sourced: AFL Tasmania
AFL Tasmania has launched a new media and marketing strategy aimed at attracting more people to attend Tasmanian State League (TSL) games and increasing the competition's appeal to the youth market through social media.
The new approach follows a detailed review of the opportunities by a media strategies consultant, Sportsbiz, in conjunction with the AFL media department.
TSL General Manager, Shaun Young, said it was clear from the review that the large investment required to continue with ABC Saturday afternoon live coverage did not provide a return to AFL Tasmania and football in general.
"We took the decision to move our funding away from the traditional game-day coverage to utilise our resources to get more people to go to the game, to engage more strongly with young Tasmanians and to better promote everyone involved in the competition - the clubs, players, the umpires and the fans,” Young said.
"The review has shown us that we can have greater impact by utilising a number of different streams to promote the game," Young said.
"The global trend in marketing and communications has quickly moved towards social media, which is instant and basically free, and is supported with some traditional promotional and advertising activity.
"What we have developed is a mix of products that we think will be effective in building the following of the TSL.
"AFL Tasmania has formed a partnership with Tasmania’s Southern Cross TV and specialised sport marketing organisation, SportBiz, that seeks to maximise value for all AFL Tasmania stakeholders.
"This involves the production of weekly packages that will be shown in high-exposure times on Southern Cross, that will promote the competition, the clubs and their communities, as well as the players and our sponsors.
"We will then utilise this content across other forms of free media, like YouTube, that is specifically targeted to a younger demographic.
"Additionally, we will work with our other commercial partners to distribute this content to their targeted customers via their online assets, therefore providing extra value to sponsors but also promoting AFL Tasmania's communication message.
"A pro-active social media campaign will also run along side this TV strategy, using Facebook and Twitter to again drive player and club promotional activities and encourage game attendance.
"Part of this strategy will be in assisting Clubs to move towards ultimately managing their own media and promotional activity via Club TV and social media," Young said.
AFL Tasmania has launched a new media and marketing strategy aimed at attracting more people to attend Tasmanian State League (TSL) games and increasing the competition's appeal to the youth market through social media.
The new approach follows a detailed review of the opportunities by a media strategies consultant, Sportsbiz, in conjunction with the AFL media department.
TSL General Manager, Shaun Young, said it was clear from the review that the large investment required to continue with ABC Saturday afternoon live coverage did not provide a return to AFL Tasmania and football in general.
"We took the decision to move our funding away from the traditional game-day coverage to utilise our resources to get more people to go to the game, to engage more strongly with young Tasmanians and to better promote everyone involved in the competition - the clubs, players, the umpires and the fans,” Young said.
"The review has shown us that we can have greater impact by utilising a number of different streams to promote the game," Young said.
"The global trend in marketing and communications has quickly moved towards social media, which is instant and basically free, and is supported with some traditional promotional and advertising activity.
"What we have developed is a mix of products that we think will be effective in building the following of the TSL.
"AFL Tasmania has formed a partnership with Tasmania’s Southern Cross TV and specialised sport marketing organisation, SportBiz, that seeks to maximise value for all AFL Tasmania stakeholders.
"This involves the production of weekly packages that will be shown in high-exposure times on Southern Cross, that will promote the competition, the clubs and their communities, as well as the players and our sponsors.
"We will then utilise this content across other forms of free media, like YouTube, that is specifically targeted to a younger demographic.
"Additionally, we will work with our other commercial partners to distribute this content to their targeted customers via their online assets, therefore providing extra value to sponsors but also promoting AFL Tasmania's communication message.
"A pro-active social media campaign will also run along side this TV strategy, using Facebook and Twitter to again drive player and club promotional activities and encourage game attendance.
"Part of this strategy will be in assisting Clubs to move towards ultimately managing their own media and promotional activity via Club TV and social media," Young said.
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