WABBS MARKETING

Problems Identified Incohesive marketing message Lack of exposure in cities/regional

areas without an A-League team Lack of television exposure outside of

Foxtel Limited news coverage

Problems Identified Limited marketing on free-to-air

television and limited game coverage-leaves large segments of the Australian community excluded

A-League marketing communications struggle to compete in a saturated Australian sport market

Target Market Expansion Low-income families who only have

access to free to air television as their children may grow up to invest in the A-league

Geographical areas that aren’t already dominated by AFL or NRL, such as South Australia, Western Australia and Tasmania

Revised Campaign: Marketing Strategies

More A-league games in regional areas and internationally to garner interest in locations without A-league teams

More games with internationally renowned teams to gather interest internationally and locally from supporters of different football leagues.

Revised Campaign: Marketing Strategies

Present cities without a team with a team they can support-people are most interested in sports from which they have a preferred team

A-League All Star challenge- trick goals, juggling, penalty shoot-outs

Revised Campaign: Marketing Strategies

Market the sport as ‘football’ across all mediums

Introduction of the new campaign slogan ‘A Passion, A Dream, A League’

Revised Campaign: Communication tools

Maintain ‘we are football’ campaign across all media

Increase broadcasting of A-League games on free to air television

Generate more exposure and market penetration on free to air tv through advertisements, integration with websites where they can stream games, additional news coverage

Revised Campaign: Tools-Social Media

Create consistently engaging content using platforms such as Instagram, facebook and twitter

Encourage user generated content similar to the AFL’s #trickshot campaign

Relate to followers and promptly respond to any queries

WABBS Marketing

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