NRL Social Media Campaign: Stella Fella
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- 1. National Rugby League Strengthening the NRL Brand using
Social Technology to Improve Match Attendance & Club
Membership
- 2. CONTENTS Background Strategy Development Brand Diagnosis
Brand Promotion 01 02 03 04
- 3. Section One - Background Opportunities for the NRL
- 4. What is the NRL about? VISION To be the most entertaining,
most engaging and most respected sport MISSION To bring people
together and enrich their lives VALUES Excellence, Inclusiveness,
Courage, Teamwork
- 5. Strengths at a Glance 3M annual game attendees High
television viewership Television rights on par with the AFL - $1.2B
plus Mobile streaming rights still to be commercialised 3.6 million
unique social media touch points
- 6. NRL v AFL Key Audience Stats 950,000 680,000 200,000 270,000
3.0M 6.8M 200,000 800,000 ATTENDEES CLUB MEMBERS
- 7. Performance Assessment The Status of the Game Element Why
Metric Television Viewership Revenue Game Attendance Experience
Club Membership Pipeline
- 8. Section Two Brand Analysis The NRL Brand
- 9. SWOT Analysis Strengths Weaknesses Opportunities
Threats
- 10. Brand ScoreCard 3 6 5 7 2 3 5 4 3 Marketing activities
fully utilised Makes sense Consistent Properly positioned Properly
priced Delivers customer benefits Maintained & supported
Understood by managers The NRL Brand is.. Stays relevant 4
Monitored
- 11. Customer Testimonials
- 12. What the fans are saying..customer testimonials GM | Male |
40 yo Lawyer | Female | 30 yo Retiree | Female | 65 yo Entertainer
| Male | 60 yoManager | Male | 35 yoManager | Male | 30 yo
- 13. Brand Associations NRL The everymans game Accessible Female
friendly Family friendly Quality family time Community focused
Australian sporting eminence Punching above our weight as sporting
nation Fan for life The everyMANs: game Disrespect for women /
misogyny Bogans Lewd Behaviour Too rough to attend with kids Risk
Taking Concussion Brain Damage Muhammad Ali Athleticism Incredible
athletes Personal inspiration to get fit Personal growth Brutality
/ Violence Too violent for my child to watch/play Soccer or AFL a
better option Exciting to watch Boring at ground Bad food Not worth
going to watch live No point becoming a member
- 14. Brand Associations NRL The everymans game Accessible Female
friendly Family friendly Quality family time Community focused
Australian sporting eminence Punching above our weight as sporting
nation Fan for life The everyMANs: game Disrespect for women /
misogyny Bogans Lewd Behaviour Too rough to attend with kids Risk
Taking Concussion Brain Damage Muhammad Ali Athleticism Incredible
athletes Personal inspiration to get fit Personal growth Brutality
/ Violence Too violent for my child to watch/play Soccer or AFL a
better option Exciting to watch Boring at ground Bad food Not worth
going to watch live No point becoming a member
- 15. Brand Associations NRL The everymans game Accessible Female
friendly Family friendly Quality family time Community focused
Australian sporting eminence Punching above our weight as sporting
nation Fan for life The everyMANs: game Disrespect for women /
misogyny Bogans Lewd Behaviour Too rough to attend with kids Risk
Taking Concussion Brain Damage Muhammad Ali Athleticism Incredible
athletes Personal inspiration to get fit Personal growth Brutality
/ Violence Too violent for my child to watch/play Soccer or AFL a
better option Exciting to watch Boring at ground Bad food Not worth
going to watch live No point becoming a member
- 16. Brand Associations NRL The everymans game Accessible Female
friendly Family friendly Quality family time Community focused
Australian sporting eminence Punching above our weight as sporting
nation Fan for life The everyMANs: game Disrespect for women /
misogyny Bogans Lewd Behaviour Too rough to attend with kids Risk
Taking Concussion Brain Damage Muhammad Ali Athleticism Incredible
athletes Personal inspiration to get fit Personal growth Brutality
/ Violence Too violent for my child to watch/play Soccer or AFL a
better option Exciting to watch Boring at ground Bad food Not worth
going to watch live No point becoming a member
- 17. Brand Associations NRL The everymans game Accessible Female
friendly Family friendly Quality family time Community focused
Australian sporting eminence Punching above our weight as sporting
nation Fan for life The everyMANs: game Disrespect for women /
misogyny Bogans Lewd Behaviour Too rough to attend with kids Risk
Taking Concussion Brain Damage Muhammad Ali Athleticism Incredible
athletes Personal inspiration to get fit Personal growth Brutality
/ Violence Too violent for my child to watch/play Soccer or AFL a
better option Exciting to watch Boring at ground Bad food Not worth
going to watch live No point becoming a member
- 18. Brand Association Priorities Brutality Misogyny Loyal fans
Bad Live Tough Good T.V. Professional Athleticism Family
- 19. Performance Assessment The Status of the Game Element Why
Metric Brand Television Viewership Revenue Game Attendance
Experience Club Membership Pipeline
- 20. Section Three Strategy Development How can social
technologies solve this branding challenge?
- 21. Social Media and Sport Benchmarking 50% Female Sport Fans
25-34 Access sports content on-line while watching non sport
television 35% 18-34 Year Olds Use social media to share sports
content Sports Fans Go on-line at least once a day to access sports
content 66% Fans with Smartphones Smartphone penetration amongst
sports fans 80%
- 22. The opportunities a social media strategy creates Media
& VenuesClubs & PlayersFans - families and individuals
Offer fans unprecedented access to new content Humanise &
Personalise Teams and athletes Make fans contributors to teams and
unite them Put fans in control, make them part of a two way
conversation and adapt the message
- 23. What the NRL Social Media platform looks like now The NRL
engages fans via Twitter and Facebook: Same content cross platform
PR driven No conversation with fans The NRL needs to do the
following: Two way conversation Social media game day opportunities
only available to attendees New voice, content, style and player
training
- 24. The NRL Social Technology Strategy Actions Enablers Focus
Strategy 1. Empower fans as contributors 2. Humanise and
personalise the players and clubs 3. Deliver never before seen
content for the at game experience Players Game Day Fans define
what they want to see from their rugby players and what
associations they want The leagues and venues allow fans to define
what experiences they can participate in during the game, either at
home or at the venue We will bring the brand to life through
personalisation & increased engagement
- 25. Section Four Brand Promotion #StellaFella
- 26. Promotional Campaign - Stella Fella - Player & Fan
Focus 30 WEEKSPAID MEDIA CAMPAIGN Launch - New associations &
raise awareness Conversation with fans Fans co-create exclusivity
50,000 eligible fans selected for NRL Stella Fella Community Day
Fan Virality #StellafellaNRL
- 27. Stella Fella Application Features highlights At the Game
Smart arena wifi access to unique content Fans choose the umpires
Fans design/chose the jersey Fans ask post-game interview questions
Fans choose venue music playlist Video umpiring Before the Game
Real time player statistics tracker Post Stella Fella photos with
hashtag #StellaFellaNRL
- 28. Promotional Campaign - Stella Fella - Game Day 12 hours
????? Fan engagement and relationships Fans engage in pre game
Trial new venue experiences Post game event NRL Stella Fella
Community Game Day
- 29. Promotional Campaign Success Checklist Strategic Pillar NRL
Strategic Objective Measured By Stella Fella Success Elite Clubs,
Players and Competition Engage children and families to create
lifelong fans % increase in sale of club family memberships Annual
review of junior club registration numbers YES Pathways and
Participation Gender and culturally specific programs attract and
retain a diversifying participation base Customer Attendance
Surveys against 2014 baseline NEUTRAL Rugby League Family Improve
game day experience and drive up average match attendance by 4% to
20,000 Customer Satisfaction Rating Quarterly Surveys Gate revenue
YoY comparison YES Reach and Profile Rugby League will be seen by
parents as a safe choice for children Parent perception surveys on
safety and rugby league YES Community Be recognised nationally for
making a positive difference in the community and speaking out on
issues of social significance Media monitor reports Content
analysis of partner organisations mentioned during campaign YES
Financial Strength Double the organisations non-broadcast revenue
YoY financial reporting baseline 2014 year NEUTRAL
- 30. Fan Feedback to recommendations
- 31. The New Campaign
- 32. Questions?
- 33. Appendices
- 34. Entertainment 16 Teams across Australia and New Zealand 192
Televised Games in 26 Weeks More than 12 million viewers of the
State of Origin series across Australia Televised Viewing 61 of the
top 100 viewed programs on Pay TV 8 of the top 10 viewed program of
FTA Sold five year television rights for $1.025 billion in 2012.
Social Reach 3.6 million unique social touchpoints every year 2.4
million unique mobile streamings in 2013 More than 128,000
participants in online fantasy league. Match Attendance 3,060,840
people attended a NRL games in 2013 Decrease of 2.9% from 2012
season Disparity between Sydney based clubs and non- Sydney based
clubs. Club Membership 204,772 members of 16 supporter networks
Increase of 12.7% since 2012 6 successive years of membership
increases Appendix A - The State of Play
- 35. Entertainment 16 Teams across Australia and New Zealand 18
Teams across Australia 10 Teams across Australia and New Zealand
Televised Viewing 2.7 million viewers per week 3.94 million viewers
per week 800,000 viewers per week Social Reach 959,090 Facebook
Likes 200,000 Twitter Followers 687,228 Facebook Likes 279,000
Twitter Followers 177,029 Facebook Likes 78,300 Twitter Followers
Match Attendance 192 games per season. 3,060,840 unique attendees.
207 games per season. 6,975,137 unique attendees. 135 games per
season. 1,760,508 unique attendees. Club Membership 204,772 Club
Memberships 814,657 Club Memberships 83,337 Club Memberships
Appendix B - Competition
- 36. Appendix C - Notes on Brand Scorecard
- 37. Appendix D - Detailed Brand Association Strengthen / Build
Maintain Remove / Address Family friendly Female friendly
All-rounders Physicality Athleticism Nation-wide &
internationally relevant Australia, punching- above weight as a
sporting nation Everymans game Hard men Accessible Loyalty Good TV
Experience Brutality Extreme risk-taking Mysonigistic Bogans Boring
at-ground experience
- 38. References Daily Telegraph (2013)
http://www.dailytelegraph.com.au/sport/nrl/nrl-boss-dave-smith-unveils-massive-management-restructure/story-e6frexnr-
1226627565914 Accessed November 23 2014 Daily Telegraph (2014)
http://www.dailytelegraph.com.au/sport/nrl/nrl-suffers-another-hit-as-tv-ratings-down-for-the-second-year-in-a-row/story-
fnp0lyn3-1227054536927?nk=2d03c0c3f6d729781422a3100e09ea56.
Accessed November 23 2014 NRL (2013)
http://www.nrl.com/new-nrl-head-of-marketing,-digital-and-content/tabid/10874/newsid/75108/default.aspx.
Accessed November 20 2014 NRL (2013)
http://www.nrl.com/rugby-league-launches-new-brand-logo/tabid/10874/newsid/70308/default.aspx.
Accessed November 20 2014 Scribble Live (2014)
http://www.scribblelive.com/blog/2014/02/19/10-stats-to-help-you-increase-sports-fan-engagement/
Accessed November 23 2014 Scribble Live (2014)
http://www.scribblelive.com/blog/2014/02/19/10-stats-to-help-you-increase-sports-fan-engagement/
Accessed November 23 2014 Sports Business Insider (2013)
http://sportsbusinessinsider.com.au/news/sport/rleague/will-touch-football-really-boost-the-nrl-brand/
Accessed November 23 2014 Stanford University Graduate School of
Business (2014)
http://www.gsb.stanford.edu/insights/five-key-trends-are-driving-business-sports
Accessed November 20 2014 Sports Business Insider (2012)
http://sportsbusinessinsider.com.au/news/sport/rleague/origins-impact-on-the-nrl-is-rugby-leagues-greatest-
strength-also-its-greatest-weakness/. Accessed November 23 2014
Sydney Morning Herald (2012)
http://www.smh.com.au/rugby-league/league-news/the-threeheaded-monster-that-is-swallowing-the-nrl-
20120528-1zeav.html. Accessed November 23 2014 The Roar (2013)
http://www.theroar.com.au/2013/09/13/why-have-nrl-crowds-dropped-in-2013/.
Accessed November 12 2014
- 39. Assessment checklist . Strengthening a brand, making use of
available technology to do so. develop an outline for a promotional
campaign for a brand. address an area of relative weakness. draw on
concepts and frameworks from lectures and in-class exercises to
complete the group project brand diagnosis - strengths and
weaknesses of the brand, identify an important area where the brand
can improve. What does the brand stand for, What is its purpose in
the world, What is your brands point of differentiation relative to
competition? What makes it unique? talk to 4 or 5 customers of the
brand to see what they say about it, check out consumer reviews,
and look at the companys mission and vision statements. Develop
strategy for building the brand find a way to strengthen the brand
on its weakness. Discuss the campaigns content or message, the
audience targeted and the media channels to be used. Indicate any
features of your strategy that would increase virality, if this
aspect is important. Develop a promotional effort gives people a
meaningful, emotive experience with the brand. The experience could
offer individuals a chance to interact with the brand, or offer
groups a chance to interact with each other using the brand as the
basis for their interaction. If you chose this approach, the key
would be to engineer a brand-relevant experience that moves people
in some way. Get feedback test your ideas. Get people to go through
the brand experience you have designed, and get their reactions to
this experience. Ideally, you would like to trial your experience
concept, and refine your design based on the feedback you get.
Record these experiences and the feedback on a phone or video
camera, so that you can include these clips in your project
presentation. The group project has two deliverables: Grading
Criteria Presentations will be scored on the following criteria.
Understand the brand: Information provided, thoroughness of
analyses and depth of insights Campaign outline: Effectiveness of
ideas, insightfulness and creativity, and empathy with target
consumers Presentation style: Effectiveness of delivery and
audio-visual materials