AFL Swisse Quality Club of the year Celebration of the FootyNation

What is the Swisse Quality Club of the Year  Swisse are Celebrating the Grassroots FootyNation of Australia  From July, Swisse and the AFL are calling on AFL Swisse Quality Clubs to send in a video that Celebrates’ their clubs greatness.  All local Clubs who have reached bronze, silver or gold standards will be eligible.  To enter, eligible Clubs will submit a video to the Swisse Facebook page that focuses on “Celebrating why your Club is great” and has a link back to the Swisse values of Health and Happiness, and 4P’s  Clubs have 6 weeks to put their video together, before the voting process begins to determine Australia’s Swisse Quality Club of the Year.

Participation incentive Over to $20,000 worth of prizes to be won The Swisse Quality Club of the year will be showcased in the Chanel 7 coverage of Brownlow Medal night. The winning club will win tickets to the Brownlow Medal, be interviewed on the Brownlow Medal Swisse Red Carpet, win the Ultimate Sportsman’s night package, and receive a $5,000 cash prize from Swisse. The 10 finalists will also receive a Swisse pack valued at $1,000 and have a chance to win one of three $1,000 cash prizes for your club.

Communication Plan Snapshot Swisse.com The campaign will run from July 1 to September 23 There will be one item of planned communication every week of the campaign AFL.com We will be seeking support from AFL.com to help launch as well as build and maintain campaign momentum. We will specifically be asking for support through the initial launch period, our call for the public to vote, and for the winning announcement. Network 7 The prize relies on Swisse, Seven Network, and the AFL being able to guarantee an interview with the winning Club’s representative at the Brownlow Medal Swisse Red Carpet Other Seven Network contributions include Announcement of the winner on AFL Game day program on September 22 Play Hawthorn Quality Club video during half time of July 6 game vs Geelong Play AFL HQ Quality Club video on AFL Game Day on July 14 AFL local club database & State based AFL websites We will connect through a one to one DM campaign thast keeps this database informed and engaged throughout the campaign.

DatePurposeContentMedium July 1Launch Tom Harley Video Media Release Poster to clubs Quality Clubs booklet Herald Sun Swisse.com AFL.com Local club database & Direct mail AFL State affiliate website July 6Build momentum and engage local clubs to participate Hawks Quality Club example C7 Saturday night football, Hawks v Cats half time content Swisse.com AFL.com Database July 14Build momentum and engage local clubs to participate AFL HQ Quality Club example C7 AFL Game Day C9 Sunday footy show AFL.com Swisse.com Database July 22Engage and encourage participating clubs to submit video Swisse team Quality Club example Database Swisse.com July 29Engage and encourage participating clubs to submit video Tom Hafey Video on Quality Clubs Database Swisse.com AFL.com AFL State affiliate websites August 5Engage and encourage participating clubs to submit video Montage of some of the Quality Club entries to date Media release - last week to submit video’s Database Swisse.com AFL.com Herald Sun August 12Launch voting period and connect with local winners Load all video’s on to facebook Media release All media Local/ regional news papers and TV of finalists Database AFL.com Swisse.com August 19Encourage voting Montague of finalists Media release - Last week of voting AFL.com Swisse.com Database AFL state affiliate websites August 26Voting Closed Thank you letter Swisse.com Database Communication plan - Club engagement and participation

DatePurposeContentMedium September 2Announcement 1 First runners up video Swisse.com AFL state affiliates website Club specific Local media Database July 6Announcement 2 Second Runners up video Swisse.com AFL state affiliates website Club specific Local media Database July 14Announcement 3 Third Runners up video Swisse.com AFL state affiliates website Club specific Local media Database July 22Swisse Quality Club of the year announcement Winner video Winner interview – AFL Game day Winner interview – Brownlow red carpet C7- AFL Game day (announcement) C7 - Brownlow Medal Swisse Red carpet (interview) Swisse.com AFL state affiliates website Club specific Local media Database Herald Sun Communication Plan - Countdown to the Brownlow

Community Impact There are currently 2546 Local Clubs, and only 513 Clubs registered as AFL Swisse Quality Clubs. The Aim of the program is to raise the standards of local clubs to ensure that all people playing the game are able to play in a safe and healthy local club environment. The program is inline with the Australian Governments Good Sports program to raise the standards of Grass roots sport participation With Swisse involvement, we aim to increase the uptake of Clubs in the Swisse Quality Club Program by 100% in the first two years.