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

2. 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!!!!

3. 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)

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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