AFL Canberra
Back to workKICKING GOALS FOR AFL IN CANBERRA
Brand Identity, Brand Strategy, Business Collateral, Promotional Collateral, Website Design and Development, Copywriting, Photography Project Management, Email & SMS Marketing, Press Advertising
It's rare that a day goes by in the Coordinate office that one does not kick around the soft mini promotional football branded AFL Canberra. So, you could say we're as passionate about the sport as we are about promoting it in Canberra. 2011 is our fifth season on the AFL Canberra marketing team, after winning the account in 2006. This has included increasing awareness and improving the profile of the game across multiple touch points including, brand, design, advertising and digital.
Campaign Strategy
In 2010 it was "Game On". We love coming up with the season theme and style. In 2010 we used a stylised photo shoot to give the local competition strong visual language. We incorporated the leading identities and players, and designed them in a way that they'd be recognised as local heroes and turn them into household names. Season 2011 is on its way, so we won't ruin any surprises. But, we will let you in on a little secret: it'll be bigger and better, and so will our campaign strategy.
Website
Coordinate designed and developed www.seeyouatthefooty.com.au for AFL Canberra. It's a comprehensive website that allows for strong user engagement, constant refreshing of information including, news and features, results and fixtures, and a 'what's on' calendar. We're also always on hand to do web updates on their behalf.
Marketing Collateral
The marketing collateral that Coordinate developed for AFL Canberra ranged from life-size cut outs of local players, banners, sponsorship documents and proposals, posters and The Record on game day.
Email Marketing
We make sure Canberra footy fanatics get their weekly fix through AFL Canberra email campaigns. The digital team design and coordinate weekly email marketing updates which includes an electronic version of The Record, and news and information about the sport, games and events.
Advertising
At the beginning of each footy season, the Coordinate team develops the theme and style which is translated into press and online advertising. Over the last few seasons the Coordinate team have negotiated and facilitated media partnerships and sponsorships. We've gained support from Southern Cross Ten, Canberra FM, Canberra Weekly and CanPrint Communications, providing AFL Canberra with coverage across a variety of media.
The Record
The AFL Canberra Record is a weekly publication which features great action photography, articles about players, teams and coaches, as well as results and fixtures. On game day, both players and supporters can be seen in the stands madly flicking through The Record. Our design team produce the layout and typesetting of The Record, we also project manage the photography and copywriting. We work with the University of Canberra to mentor local Journalism students and give them a chance to get their name out there, in print and online. After working with the Coordinate team on the The Record, one particular student had the chance to work with the Adelaide Crows' media team.