Development of a Social Media Sports Campaign
- Nina McQueen
- Jul 14, 2019
- 16 min read
Updated: Jul 15, 2019
A professional sporting organisation has struggled for many years to attract an audience, media exposure and consequently, sponsorship. It is make or break time. The organisation can only survive for a short time without attracting new fans and sponsors. Your team has been asked to prepare a social media campaign that will increase the profile of the sport, encourage greater media exposure and attract sponsorship (e.g. Australian Baseball League, Women’s National Basketball League).
*Disclaimer: The following campaign is hypothetical and fictional as per the requirements of Assignment 3 of the Sports/Advertising/Media unit run by Swinburne University of Technology*
Background
With three locations in Brisbane, Urban Climb – a trio gym that offers climbing, yoga and fitness, has recently landed a spot in Melbourne. Its new home in Collingwood is a prime and trendy position to invite new climbers and those interested to try out the sport to experience “a full body workout, improve coordination [and] increase strength.” (Girls Make Your Move 2018) This location specialises in bouldering, which is a sport that entails “rock climbing that involves undertaking short and extremely difficult slopes.” (Collin 2006) The facility has options available for those wanting to organise their own personalised climbing experience, with classes, events and bookings for social groups available. (Urban Climb 2018)
Being a new establishment since 13th August 2018, (Urban Climb Collingwood 2018) there is plenty of room to further grow this business. There have been social media campaigns on Facebook such as events including ‘Gym Tours’, which invited those who were curious to check out the space prior to its opening, ask questions and meet the team. (Urban Climb Collingwood 2018) There was also a ‘Launch Party’, which involved free entry and food, and a DJ on a dance floor. (Urban Climb Collingwood 2018)
The latest event to add to this list will be The Melbourne Boulder Series (as inspired by The Sydney Boulder Series) – a 3 round competition that will be held at Urban Climb Collingwood on each Saturday from the 17th of November to the 1st of December 2018. Jimmy Chin, director of the raved Free Solo film, (IMDb 2018) will be featured on the judge’s panel. Fetch, the online streaming service that is soon adding Free Solo to its library, (Fitzgibbon 2018) will be a major sponsor as well as Sport Climbing Australia – the national community of climbers that gives access to climbing competitions to its members.
The event will be run live on Urban Climb Collingwood’s Facebook page and will be open to anyone over the age of 18 to compete, with two competitions for men and women separately. There will be a $20 entry fee to compete, though spectating is free. Winners will be awarded with a one-year paid membership to Urban Climb Collingwood and a 6-month subscription to Fetch.
Target Audience
As this campaign is featuring the competition event of The Melbourne Boulder Series, our target audience will overall involve both climbers and spectators, however our scope will delve into a more refined description of both classes of attendees.
Active and Experienced Climbers
This demographic features both males and females of ages 18-60 who can be characterised as passionate about climbing. These types of climbers will be dedicated to performing the sport on a regular basis and have skilful experience with a willingness to continuously improve. These people may be members of Sport Climbing Australia and use their online membership to find and enter climbing competitions. (Sport Climbing Australia 2018) Their social media use may opt to Facebook to join climbing teams and communities, and use other social media accounts to follow skilled or famous climbers, as well as environments to practice the sport at. It’s likely that they keep up with the latest climbing news, and have therefore probably heard of the raved film Free Solo, and perhaps know Jimmy Chin either as a climber or the director of this film or other climbing films. (IMDb 2018) The aim is to intrigue this target audience to enter into the competition, which may influence them to train at Urban Climb Collingwood prior and perhaps remain as loyal, regular visitors post-competition.
Amateur/Interested Climbers
These people consist of males and females aged 18-60 who have discovered an interest in the climbing sport and have either just begun, re-joined, or are willing to throw themselves in a new physical activity. They may not have much experience and may climb on an irregular basis. Sport Climbing Australia and Free Solo may be new discoveries or be unfamiliar names to these climbers. Their social media may include minimal climbing-related content, or perhaps be an area that is starting to be followed. The aim for this target audience is to tempt them into entering the competition, which like the active climbers, may influence them to start training at Urban Climb Collingwood and enter as part of an experience or hobby, but perhaps not aiming to win. They may otherwise come along and watch as highly interested spectators.
Supporters
This target audience is based off of Giulianotti’s study on spectator identities, and are described as having “local and popular cultural identification with the club” (2002, p.7) or sport. This can consist of males and females of any age, but many may be younger, as 39% of climbers are made up of those under the age of 18. (Sport Climbing Australia 2018) Our aim is to attract these supporters to be passionate spectators at the competition, who may post online to express their activity and enthusiasm to social media outlets, with the hope of attracting more supporters, flâneurs, and potentially future customers.
Flâneurs
Another target audience under Giulianotti’s ideal-type categories, flâneurs “adopt a detached relationship” (2002, p.15) to their club and may engage with the “virtual community” (2002, p.15) online via the Facebook live video of the event, or browse by Urban Climbs Collingwood as though “window-shop[ping]” (2002, p.15), which is ultimately the aim. This audience is “less gender specific.” (2002, p.15)
Followers
This final target audience will include the family, friends and colleagues of those competing in the competition, so therefore gender and age is fluid and may range from babies to elders. They may engage with the event in-person or online to support their loved one in the competition. If not supporting someone they know, they may be attracted to wanting to see the celebrity guest judge, Jimmy Chin.
Tone of Voice
Running consistent with the tone of voice expressed on Urban Climb Collingwood’s social media pages, this campaign will be bright and enthusiastic to encourage as many audiences to participate in or support the competition. Language should not be subject to jargon or technical terms and rather be taken as easy-going.
Unique Selling Point
With Urban Climb Collingwood being host to the first Melbourne Boulder Series, climbers, supporters, flâneurs and followers can rejoice in the gym’s first competition celebrating the sport of climbing.
Key Benefits
This competition will promote attraction for Urban Climb Collingwood and potentially improve business by:
- Hosting the first competition of a series that could run annually (if successful), attracting climbers and followers around the state (potentially the country) to compete and spectate.
- Influence climbers competing to practice or buy a membership at the gym, meaning a boost in business.
- Give spectators the option to watch the event live via Facebook, boosting social media engagement.
- Promote Free Solo, Fetch and Sport Climbing Australia.
Audience Takeaway
- Be part of the first Melbourne Boulder Series, located in Urban Climb Collingwood.
- Unique opportunity to be judged by famous climber.
- Grand prize designed to encourage continuous climbing in future at Urban Climb Collingwood and immerse passion through the film, Free Solo on Fetch.
- Invite supporters, followers and flâneurs, as well as climbers into the Urban Climb Collingwood philosophy: “where our community comes together.” (Urban Climb 2018)
- Online viewing draws engagement to Urban Climb Collingwood’s social media pages, specifically Facebook.
Merchandise Possibilities
The competition will draw attention in from climbers and those interested in climbing alike to Urban Climb Collingwood. This can be the chance for the business to combine merchandise with a unique sale in celebration of The Melbourne Boulder Series in order to convince potential customers to return after the competition is finished.
This will include:
- 6 month membership for $20.89 (25% off) including a free Urban Climb t-shirt.
- Sign up to a 12-month membership and get 2 months of Fetch free.
- Urban Climb t-shirt (permanent)
- Climbing shoes (permanent)
Limited to the first 400 customers. These offers will only be available to customers who enter the Urban Climb Collingwood doors during the competition periods (Saturday 17th and 24th of November, and 1st December).
Budget
We have set out budget at $20,000 in case if prices are subject to change.
Schedule
Digital marketing, including advertisements will commence 2 months prior to the 17th of November 2018 and be ongoing until the completion of the competition. This will feature on Instagram and Facebook, including content of an event and regular posts with reminders, what to expect, who will be our famous guest judge, etc. The Inner Circle Magazine article and advertisement will be published in the November print issue.
The competition will begin on the 17th of November from 10am-4pm at Urban Climb Collingwood. Participants will be judged on speed, skill and technique. There will be two divisions for best female and best male climbers. The final 10 will be invited to compete in round 2.
Round 2 will be on the 24th of November from 10am-2pm and cut down to the best 5 male and 5 female climbers.
Round 3 will be on the 3rd of December and run from 10am-12pm. Winners will be announced and the campaign will cease at the conclusion of this day.
Executive Summary
This campaign has been designed to enable an influx of marketing and business potential for Urban Climb Collingwood, in order to increase the profile of climbing, increase media exposure and attract sponsorship for the gym.
To achieve this, Urban Climb Collingwood will be host to the first Melbourne Boulder Series – a competition for 18+ year olds that invites climbers of all experience and skill to test their abilities to becoming the first male or female Melbourne Boulder Series champion. Special guest judge, Jimmy Chin will be scoring climbers across the three dates of the competition: 17th November, 24th November and 1st December 2018. The competition is designed to invite not only athletes, but supporters, followers and flâneurs to Urban Climb Collingwood in the hope that their interest will influence their return or willingness to sign up for membership.
Social media managers will be hired to regularly post on Facebook and Instagram accounts to keep followers up to date with the latest information and details regarding the scope of the competition. “Launching, building and maintaining an active social media presence drives website traffic, boosts SEO [and] builds customer loyalty” (Bold and Italic Media 2018) – a necessity for a business to maintain in the modern digital age. The competition will be published as an event on Facebook that users can click ‘Going’ or ‘Interested’ to in order to establish a community and get an idea of numbers to expect. The event will also be filmed on Facebook’s ‘live’ feature in order to increase social media engagement and allow for flâneurs and followers to be involved in Urban Climb’s competition if they’re unable to view it in person.
Money will also be invested in advertising across Facebook and Instagram in order to “hone in on the specific target audience” (Brandi 2018) and strive to “reach more people, achieve more interaction, and even drive traffic to [the Urban Climb] website.” (Zimmerman & Ng 2015)
Finally, an article will be written and a half page advertisement will be published in the November issue of Inner Circle Magazine – a local free publication that can be picked up from most establishments within Collingwood. With “15k readers monthly,” this media outlet is convenient, easy to acquire and promotes Urban Climb Collingwood outside of social media.
Fetch will be sponsoring the event in promotion of the film Free Solo, which will soon be added to its library. Jimmy Chin, director of the film, will also be celebrating the release by featuring as a guest judge. Sport Climbing Australia will list this competition on its website for members to exclusively access.
A unique sale for membership at Urban Climb Collingwood will be available to the first 400 customers, who will also receive bonus gifts like a t-shirt or 2 months of Fetch. This promotion will be available during the days of the competition. Bottles of water, climbing shoes and Urban Climb Collingwood t-shirts will be otherwise available for purchase permanently.
Campaign
Social Media
Our first form of campaign awareness will be published online via Urban Climb Collingwood’s social media accounts – that being Facebook and Instagram. Social media gurus from Bold and Italic Media will be hired to take professional photographs and videos, as well as regularly post content during an optimal scheduled time, as well as conduct cross-platform user engagement. These posts will include social visual marketing including both photos and videos. Visuals “account for 93% of the most engaging posts on Facebook,” (Cooper 2013) and with Instagram being a “photo app” (Phillips 2017, p.20) it is vital to publish original content so potential new members and climbers can gain a sense of the environment and be inspired to check the climbing space out for themselves. Social media marketing is described as “slow burn because it is built on relationships and it takes time to build good relationships;” (Bullock & Agbaimoni 2013, p.10) therefore, posting will ideally begin as soon as possible, with promotion and the event of The Melbourne Boulder Series appearing at least two months before the competition begins. Both images and video can be reposted on both platforms.
Justification
Social media marketing is an integral element to our campaign, as there are “brand-building benefits of social media…[so Urban Climb will] try to maintain an online presence in…social media outlets.” (Paragnas et al. 2015, p.552)
Figure 1 illustrates the advertisement that will appear on Facebook and Instagram. It can also be used as a post on the social media accounts themselves. The bright bold turquoise font is designed to be the centrepiece of the ad that the eye will be first attracted to. Photos used in advertisements are “going to ultimately determine how effective it is,” so we have chosen a strong-willing female subject to act as the face of the brand.
The Facebook event as sampled in Figure 2 is designed to attract online attention from users and their friends. By clicking ‘going’ or ‘interested’, a user’s activity may be shared to the newsfeed of their friends on Facebook – allowing for exposure to broaden, engagement to increase, and website traffic to also improve. The event acts as an ‘RSVP’ invitation which can also give Urban Climb an idea of numbers of those attending.
Inner Circle Magazine
To be published in the November issue, we have purchased an article and half-page advertisement to appear in the magazine that is distributed across local establishments within the inner northern suburbs of Melbourne. (Fox & Hooper 2017)
The article will be between 400-800 words and outline the details of the competition, what to expect including unique prizes and sales, as well as where people can join or sign up.
Article must include
- Description of The Melbourne Boulder Series competition: first of its kind in Melbourne, hosted at the new climbing establishment, Urban Climb in Collingwood. Also include days of competition, times, who can enter, how to enter, cost of entry, where it’s being held, free entry to spectate, people can also watch online.
- Prizes and sales: the best male and female will win a 12-month climbing membership and 6 months of Fetch. Sale on membership with exclusive deals are on during the competition period limited to first 400 customers.
- Special guest: Famous climber and director of Free Solo, Jimmy Chin will be a judge for the competition.
- Sponsor: Fetch will be sponsoring the event in celebration of Free Solo being added to its library in the near future. Also mention Sport Climbing Australia as a sponsor.
Justification
Figure 3 depicts a simulation of how the magazine article may look after written and published in Inner Circle Magazine’s November issue. This magazine was specifically chosen as it is distributed in the target demographic, as well as emulates a similar tone of voice that Urban Climb wants to express. The article will need to include the crucial details of the competition as outlined above. Jimmy Chin is featured in one of the photos, as he will act as “an individual who enjoys public recognition and who uses this recognition on behalf of a consumer for good by appearing with it in an advertisement.” (Miller & Laczniak 2011, p.500)
Figure 4 represents the half page advertisement that will appear in the magazine, which will look similar to what is pictured in Figure 5. Alex Honnold refers to the famous climber who conquered El Capitan (pictured in the background) in the film Free Solo, which is what this competition is promoting. This is to capture the attention of “sport spectators, participants and athletes [who are the] appealing target groups.” (Kambitsis et al. 2002, p.155) Climbers who are passionate about the sport are likely to recognise this reference to “the first climber to free-solo” (Nina 2017) El Capitan.
Merchandise (T-Shirts)
T-shirts will be sold at the Urban Climb reception desk. This will be an ongoing and permanent product that will be for sale only at Urban Climb Collingwood. If customers sign up to a 6-month membership during the competition period, they will get an Urban Climb t-shirt inclusive of the deal.
Justification
Although a simple design, Figure 6 represents a straight-to-the-point, gender-neutral uniform for Urban Climb regulars to feel part of a community and particular climbing gym. The aim is to encourage climbers and supporters to BIRG and “enhance their self esteem or image by aligning themselves with a success of “glory”” (Meyer 2012) especially during the competition period, whether they’re a skilled climber or not. Studies have found that “BIRGing behaviour leads to increased merchandise and media consumption, along with increased attendance.” (Mahony et al. 2000, p.430) Therefore, a t-shirt like this can benefit the business in ways beyond a merchandise profit.
Summary & Anticipated Outcomes
In order to improve the future of the Urban Climb Collingwood business and host a successful competition, digital marketing is a vital necessity. With consistent and regular posts published online to advertise the event and the space, it is predicted that social media engagement will not only increase, but so will website traffic on the Urban Climb webpage, as well as influence climbers, supporters, followers and flâneurs to participate in or attend the event, whether virtually or in-person.
To reach the audience in our target demographic, publishing an article and advertising the event in local free magazine, Inner Circle Magazine will connect with readers and broaden the marketing strategy beyond social media. This may be effective, as there is still a large community of older climbers, who may in this case, not be aware of the competition without a social media account.
Finally, to establish a community of passionate climbers or even those simply passionate about the sport itself, t-shirts will be available to purchase to make BIRGers feel connected to the community. The goal of this competition and strategic campaign is to establish future success for Urban Climb Collingwood. Running a unique competition like The Melbourne Boulder Series and marketing it as pitched is estimated to have huge potential to increase the profile of the sport, attract greater media exposure and attract sponsorship for the new gym.
References
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Pitch Script
To be shot as a short video to be posted on Urban Climb Collingwood social media pages, as well as posted on the website.
First scene: Young girl and boy climb a tree
Voice
No childhood can officially be considered as complete if you’ve never climbed a tree…
Cross-fade to a shot of Alex Hannold climbing El Capitan in the film, Free Solo
Voice
And no adulthood can be considered complete if you’ve never tried this…
Actually, okay, maybe that’s a bit too extreme.
Quick cut to Urban Climb Collingwood building
Voice
Your in-between is here at Urban Climb Collingwood. We’ve recently popped up in the coolest suburb in Melbourne and our philosophy is to challenge climbers in a safe and enjoyable environment.
Quick cut to people climbing at Urban Climb Collingwood
Voice
To celebrate the sport we’ve all grown up doing, we’re inviting climbers aged 18+ of all levels of experience to compete in the very first Melbourne Boulder Series!
Cut to footage of Sydney Boulder Series
Voice
Supported by Sport Climbing Australia, the competition will span across 3 dates on the 17th, the 24th of November and the 1st of December.
Cut to footage of presenter standing in front of people climbing at Urban Climb
Presenter
There are awesome prizes up for grabs including a 12 month membership to our gym…
Cut to footage of Free Solo
Voice
And a 6 month subscription of streamed tv shows and movies thanks to our major sponsor, Fetch, which will soon add the latest climbing film that has sports enthusiasts raving, Free Solo.
Cut to footage of Jimmy Chin
Voice
Plus, our special guest judge will be the very own director of Free Solo, Jimmy Chin! If you’re serious about climbing, you won’t want to miss this once in a lifetime opportunity.
Cut back to presenter
Presenter
Sign up now on our website: urbanclimb.com.au forward slash events2. There’s a $20 entry fee to compete and there will be a female and male champion. Anyone and everyone can come along to watch, with special membership deals up for grabs, or watch via our Facebook live network. Get ready for Melbourne’s first boulder series at the home of climbing, Urban Climb in Collingwood.
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