COMU1052 Project Pitch UQ Hockey Club Social Media Campaign #UQHC Maegan Gillespie, Zoe Edwards, Eva Druery, Claire Morgan and Michael Strickland.

Publics/Stakeholders = Any group or individual that is affected by or can affect the achievement of UQ Hockey Club’s objectives -Club President - Additional 7 executive committee members Players and their family members Members Past players Volunteers Sponsors Spectators FUTURE PLAYERS!!!!

Objectives To gain UQ Hockey Club new paying members Not only this, but to broaden their exposure on social media allowing non- members to attend publicised events, compete in social-media based competitions and engage with UQ Hockey Club itself To re-create a new modern image of UQ Hockey Club, that allows publics to provide feedback in a two-way asymmetrical model -> with the club Our objective is to implement this PR plan prior and during the next hockey season and measure the social media bassed results throughout (via sprout social)

SMART(ER) Goals Specific -> reimage the club to be modern, fun and social through social media exposure Measurable -> based on UQHC enrolments, attendance at social events and likes/shares/follows on social media platforms along with social media competitions Attainable -> not limited to a budget due to social media base, easy to apply Results-orientated -> aimed towards building rapport and exposure among (old and new) publics Time-bound -> implemented and measured within one hockey season Include Everyone -> Feedback offered through social media, publics can engage with the club Revisited often -> each season allows the club to reflect and revisit on new tactics

Communication Challenges Currently lacks social media engagement Has a basic Facebook page, that is used minimally. No other social media platforms used currently. Events aren’t broadly publicised via social media Do not have a logo, slogan, hashtag or any way for them to be followed or found on social media Hockey is not a popular ‘social’ sport amongst students, is often only viewed as competitive and serious Due to this, only looking at hockey players as stakeholders limits the possibilities of the club

Tools, strategies and tactics Social media creates a sense of community- through sharing, liking, following we can grow a club unity and boost engagement and reimage the club to be fun, social and not simply competition based Facebook Public and private pages Instagram Logo competition Snapchat Live updates and game feeds Newsletter Junior Club newsletter provided weekly on Facebook Sprout Social As a way to measure growth and revisit our PR plan

Junior Club Newsletter (Facebook Based) A newsletter that details information and images for parents, family and friends of the Junior Club that is shared via Facebook This newsletter will engage the families through fun competitions, ‘star of the week’ and similar details about their children (using agenda setting to focus on positives of the club only) A privacy statement will be signed upon enrolment allowing UQHC to use images of members within this newsletter, on social media and for publicity

Facebook – Public Page Public Page Content on the public page will cater to current target audience →  with the objective of achieving wider interest in the society and sport (expand reach and impressions) Have all Instagram content published through Facebook Hash tags will work across social platforms Video content will be posted on Facebook →  interviews/testimonials with members and other stakeholders: Members friends, families Affiliates of UQ Hockey Events (fundraisers, ball, matches etc.) will be primarily marketed through Facebook but will work in tandem with all other social media

Facebook – Private Page This will be members only →  others will be allowed access pending administrator approval Content for this page will be produced and moderated internally →  administrators and others Content that is more specific to members will be posted here from public page if relevant

Managing Online Content To measure engagement we will use Sprout Social →  Sprout Social is a social media management and engagement platform for businesses. It enables social communication for business/organisations through three main functions Publishing Engagement Analytics This software will be used across all social media platforms for ease of scheduling posts and sharing content across platforms Content will be scheduled here to be posted through programmatics to best reach current audience and potential audience based on their social media usage times Impressions and engagement (likes, views, comments, shares etc) will be tracked through this tool to establish what content is most effective Campaign can be further refined from here in the long- term

Instagram Logo competition Create a recurring hashtag #UQHC Create a hashtag logo competition, to choose a logo for the club. Winner will receive free club membership and tickets to events. Create a recurring hashtag #UQHC Reward system New, fun posts

Snapchat UQHC Snapchat account Will provide live updates from events and games for family and friends unable to attend These two platforms will improve the clubs image as sporty, but also fun and social