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BECAUSE WORDS MATTER
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IS IT IN YOU
Integrated Marketing Communications Campaign
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Table of Contents TOC o "1-3" h z u
Cover Page PAGEREF _Toc53695138 h 1Introduction PAGEREF _Toc53695139 h 3Situational Analysis PAGEREF _Toc53695141 h 4Industry Insights PAGEREF _Toc53695142 h 4Consumer Insights PAGEREF _Toc53695145 h 6Competitor Analysis PAGEREF _Toc53695146 h 7SWOT PAGEREF _Toc53695147 h 9Campaign Objectives (SMART objectives) PAGEREF _Toc53695148 h 11Description of the Target Market PAGEREF _Toc53695149 h 12Communication Strategy and Recommendations PAGEREF _Toc53695150 h 14Big Idea PAGEREF _Toc53695151 h 14Key message statement PAGEREF _Toc53695152 h 15Media Channels PAGEREF _Toc53695153 h 16Media Vehicles PAGEREF _Toc53695154 h 17Media Plan and Budget PAGEREF _Toc53695155 h 18Conclusion PAGEREF _Toc53695156 h 19References PAGEREF _Toc53695157 h 20Appendix PAGEREF _Toc53695195 h 26
Introduction
Over the years, rugby clubs have created female teams to meet the popular demand of empowering females and breaking sports stereotypes. Hence, Parramatta Eels will aim to grow an influential female team while empowering teens and adults to follow their passion. This report will provide a campaign insight into the rugby and consumer industry to analyse the target market. Additionally, the communication strategies and recommendations will address the core values of Parramatta Eels and the importance of empowering females to reach their full potential. Ultimately, the big idea of Parramatta Eels, 'Is it in you', will be strengthened using media plans and budgets to deliver the campaign's objectives.Situational Analysis
Industry InsightsThe sporting industry contributes $14.4 billion in the GDP and provides 128,000 full-time jobs to the economy (Zubrik, Malakellis, & Malone 2020). In Australia, the industry is worth $500 billion per year with a market size growth of 4.3 per cent between 2015-2020 (Torrens 2020; Ibis World 2020). However, Australias sporting content has low international demand, while AFL and NRL are the most popular sports consumed by Australians.
However, women teams are faced with challenges such as lower attendance, less attractive broadcast exposure, and fewer sponsorship dollars that are impacting the success of female teams (Deloitte 2020). To respond to the challenges while spreading female empowerment, rugby clubs such as Illawarra Dragons, are providing professional TV opportunities for females to gain exposure at a young age (Zubrik et al. 2020; Huntsdale 2020). Thus, the sporting industry is providing opportunities that allow females to become confident and increase their self- esteem in playing rugby.Background information of brand
Parramatta Eels is a rugby league club based in Parramatta, Western Sydney. Parramatta Eels is a club that values members, fans, and partners. They take pride in how they play games and live up to their connected and respected values on-field and off-field. These values are honesty, unity, progressiveness, and ruthlessness, which are reflected in the brand colours of blue and gold. Their purpose and vision are to be one of Australias best sporting brands by reaching the goals of 40,000 members by 2021 and building highly engaged 50,000 members (Parraeels n.d.). All members aspire to deliver excellence, unity, and success in their performance and positively influence fans who love the club (Parraeels 2015).
Previously, to show their appreciation for females in rugby, Parramatta Eels have worn Women in League jerseys that acknowledged and celebrated females' success in the sporting field (Parraeels 2019). Thus, by using the campaign to target women empowerment, it will help bring more awareness towards the brand and promote their vision of an empowering future.
Consumer Insights
Target Audience
As shown from the image (TV Viewership of the NRL by age group 2020) in appendix A1, Parramatta eels target audience is males from 18-65+ years of age. Over 6 million Australians above 14 are watching NRL on TV (Roy Morgan 2020). The market enjoys playing and watching sports, especially NRL. That being one in five of them were born overseas, with a growing demographic of Indian heritage supporting the club (Webster 2019).
They are located in the Western Sydney suburbs as it is their local catchment for the sport. They are active people who enjoy the thrill of tackling and running for the ball. They use social media channels such as FOX and Hulu to access the games even when out. They chose their local pub/RSL to watch the NRL. They are passionate teams supporters and host events for games such as the Grand Final at their home. They can be classified as conventional families or be youths classified as the look at me segment. Richard had acknowledged that The crowd still visually looks predominantly white but Parramatta is trying to find an inclusive space to captivate people from those migrant groups where rugby league isnt part of their narrative (Webster 2019).
Competitor AnalysisMore sporting clubs are becoming socially aware of female interests in sporting, for instance, the major competitors supporting females are: Sydney Roosters, St. George Illawarra Dragons and Brisbane Broncos.
Sydney Roosters Brisbane Broncos St. George Illawarra Dragons
Market Capitalisation $6.54 Billion Worth over $42 Million Pros Sydney Roosters is partnering with Central Real in 2020. Central Real is a specialist property developer that has a positive reputation as a contributor to sporting groups (Sydney Roosters 2020). Partnering with a well-known developer enhances Roosters image. It provides a competitive advantage as the club is given more attention.
In 2017, Rooster's held the initiative to recognise the women play in rugby league during NRL's annual Women in League round (Roosters 2017). The promotion of Women in League brought more attention to the club due to visibly showing their values and encouraging female empowerment.
The Rooster's Women team was established in 2018, giving the club more reputation and awareness from the female markets. Over the years, Brisbane Broncos network and the portfolio have been built into a reliable distribution network which allows them to invest in huge resources for training and development (Fern Fort University n.d.).
Brisbane Broncos can respond to challenges due to the strong cash flow in the club. The cash flow can provide resources to expand and flexibly adapt to the changes
The Broncos will use the advantage of a new coach and fresh approach to play in games. With a combination of youth and experience, this allows the club to successfully strengthen the relationship in the market (Caristo 2019).
Dragons work immensely with WISDOM, a marketing agency. WISDOM has created the Red V club, membership campaigns, game-day advertising, and corporate member marketing. It had also developed and produced campaigns and strategies such as Game Day Advertising, Dragons Word Mark, and Red V Member across all media (Huntsdale 2020.). This showcases a unique and strong marketing team.
Cons Located in the Eastern Suburbs. The female team had a guilty plea and under criticism of dangerous contact charge (i.e. Hair pull in a game that left a Dragons member injured) (ESPN 2020).
As Brisbane Broncos is located in Queensland, the majority of the fans would be in Brisbane, with less in Sydney. This allows Parramatta Eels an opportunity to grow in Sydney, as the home base is located in NSW.
However, while they do have a strong cash flow, their investment in Research and Development is below growing players in the industry. In terms of innovations and grasping opportunities, the club needs to invest in technology to achieve a competitive advantage.
The clubs male team has faced aggravated allegations that are taking a toll on the clubs reputation and brand image (Australian Associated Press 2020).
SWOTInternal Strengths
Parramatta Eels is already widely known and loved by the Western Sydney region > high brand awareness.
They provide excitement for viewers because they are new.
Has wide experience in how the industry works and the players in the industry.
Has good characteristics and appearance in terms of starting new with no allegations against the team.
The location of the club allows easier access and broad exposure to fans.
The club has established relationships and experiences in the industry and with other organisations (partnerships).
Weaknesses
Women's NRL is not portrayed in the media in comparison to the Men's NRL games are. The low media attention results in more of a challenge to gain consumers' interest in the team itself.
As they are a new team to the competition, they don't have the experience like the other teams in the competition.
While the males' team holds a reputation in the sports field, the female team has no track record with playing in the field.
Parramatta Eels will be facing competition from several other clubs.
External Opportunities
Opportunities for the team include the opportunity to build public interest in Womens NRL and supporting womens sports.
Also, it was recently announced that the future NRL television deal would include NRLW; this provides the opportunity to reach and engage the community.
The opportunity to influence and support young women to follow their passions.
There are only three NRL female teams, located in NSW, thus, Eels have the advantage and opportunity to enter the female market.
Have the ability to develop a new team with resources and finance.
As they are a new team, they provide a competitive advantage as the other teams have not seen how they play before.
Will broaden Parramatta Eels fanbase.Threats
The already established teams who compete in the women's rugby league. This includes; Brisbane Broncos, Sydney Roosters, St George Illawarra Dragons, and the New Zealand Warriors.
The women's team also doesn't include betting, fantasy teams, or tipping competitions; these are major aspects to build community interest within the men's NRL competition.
Fans may have resistance to change and support the women's team as well.
Reliance on the 'Parramatta Eels' brand, to gain a following/supporters.
It is easy for other clubs to imitate a female team.
Lack of success and attention in the team
Profits are highly dependent on the males team as the female team is beginning.
Campaign Objectives (SMART objectives)Parramatta Eels currently has 99,600 followers on Instagram and 60,700 on Twitter. The campaign's objective is to increase brand awareness through Instagram followers by 1800 users and Twitter by 2500 before the next season begins.
Measure: Using Parramatta Eel's social media database to identify how many new members joined.
Have at least 10,000 users view the Tiktok/Instagram video before the season begins to increase Parramatta's Eels online visibility on social media by 10 per cent.
Measure: Through Tiktok's analytics, the number of how many users have viewed and hearted will be shown, allowing to measure the metrics.
Making 50 per cent of consumers who view the campaign aware of Parramatta Eel's female team by aiming to have around 300 shares on the Tik Tok video before the next season begins. The campaign's aim is to increase social media awareness and interest by 10 per cent.
Measure: Social Media (Tiktok and Instagram) analytics are able to be viewed while using the Parramatta Eels Metric to view the club's membership.
Description of the Target MarketLoyalists will be targeted due to their passion and thrill of playing sport, making them accessible to Parramatta Eels; however, as seen in the image (Loyalists, what do they say about sports 2013), in appendix B1, 64 per cent is predominantly males with 36 per cent females who enjoy sports (Clearing House for Sport 2013). Parramatta Eels is targeting Loyalists as it has a high proportion of teenagers from 14-29 with 33 per cent of them residing in NSW, aligning with Generation Z (Clearing House for Sport 2013). Generation Z is more willing to challenge stereotypes and break social expectations. Thus, Parramattas Eels focus for the target market is to encourage and break the stigma against females enjoying rough sports and encourage more women to become loyalists.
Activities/Interests/Opinions
Loyalists have a positive attitude and enjoy all activities of sports, including competitive and social elements. They derive confidence and pride in participating in a club membership (Clearing House for Sport 2013). Participating in sports clubs, satisfies their social need of belonging in a community that share similar values and goals. Moreover, a club membership provides the segment with competitive success and a valued achievement of participating in an active sport.
Additionally, the thrill of fulfilling goals as a team improves their interests and prospects in gaining approval in the community. As shown in Appendix B2 (Loyalists, what do they say about sport? 2013), Loyalists have a positive attitude towards physical recreation as they gain confidence, for instance, a sense of achievement was rated a 9.5 out of 10, while 9.4 showcasing the competitive interest and high involvement of playing sports (Clearing House for Sport 2013). Lastly, Loyalists opinions about themselves is the desire to belong to a community while improving their mental health by being socially and physically active. Thus, this segment is one of the easiest segments to engage as they are likely to get attached to promotions that challenge their competitive spirit. Therefore, the campaigns purpose is to promote social motivation and increase the enthusiasm for playing sports.
Purchase behaviour/Media Habits
Loyalists are socially active on social media platforms such as Instagram, Facebook, and Tiktok as younger segments predominantly use those platforms; 36 per cent of females aged between 13-24 are using Tiktok (Bedgood 2019; Hughes 2020). They are actively participating in activities organised by their clubs and socially aware of information in the sporting industry. Thus, their purchasing behaviour is online and as they are familiar with social media. To appeal to the segment, sporting clubs can use competitive marketing and social cues of enjoyment in playing sports as they purchase products that provide high value to their competitive nature (Clearing House for Sport 2013). However, the segment has a low-income status and would not often purchase luxury items but are committed to supporting their club and team. While young adults have their spending power and unique purchasing habits, most of the segment is in high school or university; their purchasing behaviour depends on family and friends (Bedgood 2019).
Communication Strategy and RecommendationsBig IdeaIS IT IN YOU
Parramatta has four key values: unity, honesty, ruthlessness, and progressiveness (seen in appendix C1). While the campaign aims to get women to sign up for the team, it focuses on achieving the campaign's objectives. It encourages women to play NRL, support the team and share their sporting values. It gives them a voice and a sense of belonging. The campaign uses the symbolic orientation of resonance strategy to reflect the audience's sporting experiences, values, and lifestyle to encourage women to do the same (Chitty et al.). By using accessible platforms, it will allow the campaign to gain awareness and attract attention. Furthermore, the action of passing the ball onto the next team member creates a sense of community and unity that the target market wants to experience.
The campaign's big idea uses the marketing communication functions of informing and persuading. Firstly, the big idea is increasing consumer's awareness of the female rugby team and educating new members of the features and benefits of the brand's team (shown in appendix E1) (Chitty et al. 2018). The advertising of 'Is it in you', uses emotional and personal appeals, to increase the awareness of Parramatta Eels and help provide valuable information about the club's visions. For instance, the campaign uses various stories to sympathise with the need for belonging and feel included. The campaign uses teamwork and emotive words such as 'prove it' and the club's elements to add value and motivate females to feel included.
Key message statement
The four elements of unity, ruthlessness, honesty, and progressiveness will hold the future.
So, is the future in you?
Media ChannelsTo push the campaign, Is it in you?, TALKS Marketing uses digital marketing in forms of organic channels, print and support media to reach the younger target market. Currently, using paid digital marketing is the most effective marketing with social media with over 3.5 billion using the internet, allowing Parramatta Eels to reach a wide audience (Itvani, Mili & Krpi 2017). Additionally, organic channels will be free and help deliver the campaign successfully. While, earned media will include emails to potential players, as well as starting a blog to continue the conversation about women and sports and through the Parramatta website. Advantages include; providing valuable data, gaining competitive advantage, improving the reach of the message and creating a brand image (Victor 2020).
Media VehiclesSocial media platforms such as Tiktok, Instagram, Facebook, YouTube, and Google are media vehicles (shown in appendix D1). For instance, Instagram is popular with 45 per cent of teens in discovering new brands, followed by 40 per cent with Facebook (Fontein 2019). These platforms will allow Parramatta Eels expose the campaign to the target market and reach a broad audience (Appel et al. 2020). In 2019, it was reported that 113.5 million people had turned in to watch Rugby League in Australia, with female viewers and young people being the largest population (Sports Industry AU 2020; Willacy 2018).
Additionally, organic advertising through a Parramatta Eels official YouTube channel is important to attract individuals as it will create awareness of the women's rugby team to viewers. This is extremely beneficial as it does not cost and will not have an impact on the budget. Furthermore, advertising the team through the existing Parramatta Eels online website and using Eel's NRL male player, Dylan Brown, on Instagram and Facebook may attract new and existing female Parramatta Eels fans to join the women's team.
Furthermore, to gain attention, print media forms of Channel 9 will support the campaign by advertising the new team. However, this source of advertising is not as strong as digital marketing as the majority of the target use social media to interact with brands. Thus, targeting the Parramatta district for support media and use advertising at the male NRL games, and using mobile billboards, pull-up banners, and blow-up figures of the mascot will be allocated to these locations.
Media Plan and BudgetThe budget for the campaign will be $25,000, which will influence the marketing decisions over the four weeks. As shown in Appendix D1, the budget and media plan will be directed towards digital marketing and influencers, to push the campaign and reach the objectives of increasing awareness with the audience. For instance, to reach the objective of increasing brand awareness by 10 per cent, the majority of the expenditure will be used for digital marketing to inform the target about the brand (Chitty et al. 2018 ). Since the majority of Loyalists are Generation Z, they are predominantly exposed to social media outlets with 85 per cent learning about new products on social media; therefore, broad platforms will help reach the target (Bradley 2018; Fontein 2019).
Additionally, by 2023, the global social media users are expected to reach 3.4 billion (Hubspot 2020). With these statistics, brand managers can propose a realistic budget. Hence, Facebook's media plan scheduling is from 1-3 pm, according to statistics' posting, the most shares are at 1 pm while the significant clicks are at 3 pm (Sailer 2019). Hence, shown in appendix F1, a pulsing schedule will be used, where heavy advertising is used during weekly peak selling period in the four weeks to promote and reach a wider audience. Thus, as the trial games approach the campaign will focus on Sundays and Thursdays as it is the best time for engagement and activity. On the other hand, Instagram and Tiktok posting time is from Monday-Thursday around 3-4 pm to reach the target market university hours as 41 per cent of Tik Tok users are between 16 and 24 years (Patel 2020; Fontein 2019).
Conclusion
In conclusion, a situational analysis was created to understand the needs and insights of the target market. By evaluating Parramatta Eels using SWOT analysis, it will increase fan bases, and create a greater sense of community in Parramatta. The creation of the campaign will be successful in encouraging women to participate and play for the team. Thus, the campaign will be delivered using digital marketing and other forms of media, to gain competitive advantage and achieve the objectives. 'Is it in you' will be successfully established with the given budget and media plan.
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Appendix
Appendix A
TV Viewership of the NRL by age group 2020 cf. 2016 2020.
19346714331200
1709058-53408400 INCLUDEPICTURE "https://lh6.googleusercontent.com/Sukfe-lGNtTKUQ9MJPaR3ggD_S46vvjwkgxfd5BwFB9kW5BCxFQOa5nKNnm9T_Sa2D9gewm_q4licD2h1Ux021NZjSVz7aOZOZrAqsuXRii0nFX4ZJ1_RVp2ovwoXRBNNUnnbCcz" * MERGEFORMATINET
Appendix B1 -
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Loyalists, what do
they say about sport? 2013
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14484357810500
Appendix B2
Appendix C1
179966715052300Appendix D 1Media Channel Vehicle Placement Week 1 Week 2 Week 3 Week 4 Rate
Social Media Tiktok Video ad CTR = 2,000
Impressions = 834,500
Posted Thursday - Sunday from 7 pm to 11 pm, after work and uni hours. TikTok ads cost per click for the sporting industry is = $10
So, there can be a 2000 CTR goal = 20,000
----------------
CPM for Tikok cost per thousand impressions is $7.19
-----------------
(6000/7.19)=
834,500
impressions
Total:
Social Media Instagram Photo and video advert 6 posts - 3 from each Instagram page (Foxsportsaus and theparraeels)
Will be posted on Friday, 5pm-8pm 6 posts - 3 from each Instagram page (Foxsportsaus and theparraeels)
Will be posted on Friday, 5pm to 8pm 6 posts - 3 from each Instagram page (Foxsportsaus and theparraeels)
Will be posted on Friday, 5pm to 8pm 6 posts - 3 from each Instagram page (Foxsportsaus and theparraeels)
Will be posted on Friday, 5pm to 8pm Instagram on average charge $6.70 per post
$6.70*24= $160.80
Social Media Facebook Video ad CTR = 2500
Impressions =
Posted Thursday - Sunday from 7 pm to 11 pm, after work and uni hours. Digital Google Video advert CTR = 8000
Impressions
Across 4 weeks
CTR = number of visitors who clicked on the advertisement
Post = after school and uni hours
IG
How much do Instagram ads cost? On average, Instagram advertising costs between $0.20 to $6.70, depending on the bidding model. For CPC or cost-per-click, advertisers pay $0.20 to $2 per click. For CPM, or cost-per-impressions, advertisers pay $6.70 per 1000 impressions.
TIKTOK
TikTok ads start at $10 per CPM (cost per 1000 views). Also, they require you to spend a minimum of $500 on a campaign (Influencer Marketing 2020).
Appendix E1: Video SynopsisParramatta Eels campaign will be created as an advertisement to promote the new female team in the sporting industry while encouraging women empowerment. The campaign aims to focus on the symbolic needs of women empowerment, community, self-enhancement, group membership and belongingness in the sporting industry. The action of the rugby ball thrown as a transition symbolises teamwork and belonging in a community where individuals can share similar interests. Lastly, the product is positioned to provide positive strength and enhancement to their self-image while watching the video. To engage with the audience, the campaign will be using the resonance strategy; cues such as experiences and values similar to consumers will be reflected from the campaign (Chitty et al. 2018). This includes the following elements:- Background music: upbeat and motiving instruments
- Scenery: site that reflects a rugby field to enhance the customer connection with the campaign Showing similar individuals to the audience will help the target market form a strong connection with themselves and the brand. It further provides a cognitive simulation such as improving performance through motivation. This is done by adapting the strong value of achievement, by demonstrating the elements of ambitious and influential while playing rugby (Chitty et al. 2018). By using the resonance strategy, it aims for the audience to feel connected with the advertisement and interact with Parramatta Eels, directly through social media.Appendix F1
Appendix F1 Pulsing schedule for weekly basis
First Week Campaign starting on 1st of April 2021
April (1-25th) (Paid Media)
Thursday- Sunday 4-6am 7-8am 9-11am 12-2pm 3-5pm 6-8pm 9-11pm 12-3am
Tiktok (Thursday- Sunday) Instagram (Friday) Facebook (Thursday-Sunday) Google Fox sports AU (Friday) April (1-25th) (Organic Media)
Thursday- Sunday 4-6am 7-8am 9-11am 12-2pm 3-5pm 6-8pm 9-11pm 12-3am
Tiktok (Thursday- Sunday) Instagram (Friday) Facebook (Thursday-Sunday) Google/Youtube Fox sports AU (Friday) The most popular times across social media platforms are evening with 71 per cent, early morning with 57 per cent and lunchtime (1pm) with 47 per cent (Ratemyagent n.d.).
461175-2907200PARRAMATTA EELS WOMENS RUGBY LEAGUE
2325536762000
Promotional video accessible at: https://youtu.be/ggdZororah0
CONTENTS
TOC o "1-3" h z u Introduction PAGEREF _Toc53635163 h 2Situational Analysis PAGEREF _Toc53635164 h 2Industry Insights PAGEREF _Toc53635165 h 2Consumer Insights PAGEREF _Toc53635166 h 2Competitor Analysis PAGEREF _Toc53635167 h 2Swot Analysis PAGEREF _Toc53635168 h 3Campaign Objectives PAGEREF _Toc53635169 h 4Description Of Target Market PAGEREF _Toc53635170 h 4Communications Strategy PAGEREF _Toc53635171 h 5Key Message PAGEREF _Toc53635172 h 5Big Idea PAGEREF _Toc53635173 h 5Media Channels And Vehicles PAGEREF _Toc53635174 h 5Media Plan And Budget PAGEREF _Toc53635175 h 6Conclusion PAGEREF _Toc53635176 h 7References PAGEREF _Toc53635177 h 7Appendix PAGEREF _Toc53635178 h 8
INTRODUCTIONThrough introducing a Parramatta Eels Womens Team, the aim is to enhance the overall wellbeing of females. This team will be based in Parramatta and aims to encourage female participation in the NRL. This report discusses a multitude of marketing aspects necessary to successfully introduce the team to the desired target market. This has been demonstrated through an in-depth situational analysis and discussion of the target market. This information has been utilised to develop campaign objectives, a communications strategy and a media and budget plan.
SITUATIONAL ANALYSIS
INDUSTRY INSIGHTSParramatta Eels falls under the sporting industry which contains establishments and their employees who are primarily concerned with business aspects of sports; such as management, marketing, economics and finance amongst other venues (MarketResearch.com 2020). According to IBISWorld, the average industry growth between 2015-2020 was 4.3%. Sports administration is the industrys main source of growth in the past 5 years; this is due to the popularity of sports such as AFL, NRL and cricket which are broadcasted on free-to-air television. The market size for the sports industry is $13 billion with almost 70,000 employees with 10,815 number of businesses (IBISWorld 2020). There are 16 rugby league teams, thus, 15 competitors exist for Parramatta Eels; these include, Roosters, Rabbitohs, Broncos, Raiders, Bulldogs, Sharks, Titans, Sea Eagles, Storm, Cowboys, Panthers, Dragons and West Tigers (AUSTADIAMS 2020). Although there are many competitors, this will be the first time a sporting team has opened up this opportunity for women to have the experience of being able to play alongside a popular NRL team.
CONSUMER INSIGHTSDue to females becoming more concerned with their health and lifestyle they have become more interested with sports and physical activity. According to Christine May, approximately 83.9% of women over the age of 15 participate in sports and/or physical activity at least once a week. This campaign will help attract female consumers surrounding the Parramatta area; Parramatta already has an established sporting presence, with many sporting clubs and teams for individuals to participate in. Consumers in the sport industry usually purchase official goods from their favourite rugby team which can vary from items such as shirts, hoodies, beanies and scarves. Consumers within this industry are also willing to spend money on game tickets, in order to watch their favourite team.
COMPETITOR ANALYSISFor the successful implementation of the Parramattas women's team, an extensive analysis on current teams and other codes sporting teams are critical for the womens side market entry. The NRLW is categorised within a niche market, contributing to the mass market of the NRL. Figure 1identifies current competitors that Parramatta are to contend with.
SWOT ANALYSISStrengths Weaknesses
- Expansion for Parramatta Rugby League Club: Provides opportunity for the Parramatta Rugby League Organisation to expand into a new market
- Increase in revenue and boosts local economic community: The new womens team provides a source of income for the club and also assists in enhancing GDP for the Parramatta region, e.g. creating jobs
- Exposure to Parramatta Region: As the NRL is a nationwide competition, announcing a female team provides exposure to female participants in the Western Sydney District
- Lack of established reputation: The NRLW drastically lacks coverage and exposure, hence the induction of the Parramatta womens side proves difficult for longevity
- Lack of experience: An internal weakness correlates to the lack of knowledge about womens rugby league resulting in a lack of experience. This results as an issue for marketing the team
Opportunities Threats
- NRLW exposure: By inducting another NRLW team, provides opportunity for greater marketing ability to expand the NRLW in different regions of the nation. Furthermore, the possibility of globalisation
- Inclusion: As noted via the marketing campaign message, the Parramatta side offers opportunity for youth girls to participate and gain knowledge of the NRLW
- Community Engagement: Similar to the NRL, the womens Parramatta side has an opportunity to interact as athletes with the local community to gain market exposure and attract interests - Competition: As noted via the competitor analysis, competing codes in the same distract or other NRLW hinders the opportunity for market entry
- Lack of Finance: As a new club, Parramattas women side will have no endorsements or sponsorships to ensure the club can operate and compete. Furthermore, the need for local government funding to support the team
- Acceptance of Womens side: NRLW is significantly under-supported compared to the NRL. Majority of fans affiliate with the NRL, resulting in lack of acceptance for a womens side.
CAMPAIGN OBJECTIVESWithin this marketing report, objectives have been set to identify clear goals needed for the successful introduction of the Parramatta Eels into the NRLW. The overarching goal is to enhance participation into the NRLW, as NRLs objective is to promote Grass Roots rugby league at a junior level to increase participation. Hence objective 1;
Achieve 50 NRLW sign ups at the junior level for Western Sydney District Rugby League
Measured by monitoring sign ups of affiliated clubs to Parramatta Eels and region (feeder clubs)
The following objectives are to assist in measuring revenue and strengthening financial gain for a new established club. Moreover, this will result in sponsorship. Objective 2 and 3;
Attain 40 memberships to the NRLW Parramatta team after the marketing campaign
Measured by the clubs membership consultants
Achieve $12 000 in revenue by the way of NRLW sign ups, memberships and merchandise purchase within the first 3 months of orientation
Measured by clubs accountant
DESCRIPTION OF TARGET MARKETIn alignment with the campaign objectives, the identified target market for the Parramatta NRLW team is the youth of the Western Sydney district and specifically Parramatta region. The audience is identified via activities, interests and opinions (AIO) which assist in understanding the consumers lifestyle, values and purchase behaviour (Chitty 2018). The persona of our individual can be demonstrated via figure 2. The youths primary activities will revolve around club membership, by already having previous experience and affiliation with a local sporting club to which they deem important. Female teens of the Parramatta region and Western Sydney district will have an interest in recreation and community values. In collaboration with the campaign video, the audience is targeted through the need of female inclusiveness and empowerment. Hence by alluding to their interests should result in participation and sign up. Lastly, their opinions will relate to themselves and culture. The ideal identity is an active individual who prides themselves on their values similar to Parramattas core values. Moreover, this coincides to the youth being included in a new era of culture.
COMMUNICATIONS STRATEGYKEY MESSAGE
Inclusivity assists in the creation of empowerment and identity
BIG IDEAAs society continues to emphasise the importance of gender equality, equal rights and inclusivity, it becomes increasingly necessary for individuals and businesses to implement developmental changes that support these opinions. Creating a community outlet that promotes inclusivity can provide individuals with the fundamental tools required for self-empowerment and identity development. Thus, this notion will be supported through the formation of a Parramatta Eels Womens Rugby Team. This team seeks to challenge the current gender disparities faced within the sporting industry, through providing the necessary means for women of all ages to participate in rugby league, therefore, promoting inclusivity. The purpose of this campaign is to educate females on rugby leagues capacity to facilitate positive, long term benefits through participation in team sport. Parramatta Eels intends to position this program as a means of female empowerment through social media and print media outlets.
MEDIA CHANNELS AND VEHICLESA communication strategy aimed at the completion of campaign objectives; with this in mind the basis of our planning has led to the development of a pull marketing strategy. This utilises methods including T.V. advertisement, TikTok challenge and supporting media including, print advertisement displayed in the Parramatta stadium and a print advertisement in the local paper. Finally, an Instagram and Facebook sponsored promotion from the current Parramatta Eels Rugby team. This planning involves the coordination of a combination of advertising platforms, displaying consistent themes of inclusiveness. It also includes a print advertisement directing our younger target to where they can sign up to become a member or to join a club in the Western Sydney District Rugby League and play junior rugby themselves.
Firstly, a T.V. advertisement directed at Parramatta, Hills District, Blacktown, Greater Western Sydney and surrounding areas. Television advertisements reach a wider audience. Broadcast will be on channel 9 free-to-air T.V. as they feature the NRL. This will gain the repetitive awareness aimed at providing value for Australian families that have community cultural values (Roy Morgan n.d.) in the Parramatta area and surrounding suburbs. This will contribute to our objective of 40 new memberships to the NRLW. Statistics show (Idcommunity n.d.) in 2016, 52.0% of people spoke a language other than English at home in Parramatta; languages included Hindi, Arabic and Persian (Figure 3). The cultures that these languages dominate are ranked high on masculinity (Hofstead n.d.). This male influence is an important factor as the Australian Rugby market is primarily marketing toward males, our Instagram and Facebook promotion will by-pass this dogma and aim directly at younger women using this social media to influence their parents purchasing behaviour.
Diffley et al. (2011) found that respondents in the 14-17 age group stated they have watched advertisements and videos recommended by friends and have been influenced by their friends' opinions in relation to companies, products and brands. An aspect of this plan that cant be overlooked is the importance of electronic word of mouth. Kunst & Vatrapu (2019) reveals that two consumer reviews are enough to influence someone's attitude toward something. Social media platforms are more prevalent in society and younger age groups, as they are more connected with family and community through schooling (figure 4). The Parramatta Eels team endorsing the new NRLW team will utilise this aspect of social media and positively influence consumer behaviour through the high social identity of the Eels team, prioritising players with higher followers on Instagram.
We also plan to encourage audiences to use TikTok to duet the womens team, utilising #kickwithus to promote inclusiveness. The video will encourage others to kick a goal, creating a sense of community. TikTokreaches a large audience and is more populated with younger generations, which leads to a wider awareness range reaching our specific demographic age of 6-17.
MEDIA PLAN AND BUDGETFigure 5 demonstrates our media plan, which will follow a pulsing media schedule, as some weeks will feature more dense advertising than others.
Considering that the Parramatta Eels Womens Rugby Team is a branch of the current Parramatta Eels Team, we have decided to partner with their social media coordinators; in doing so, our campaign will have the opportunity to be uploaded to the Parramatta Eels Instagram and Facebook pages. These social media pages have a combined total following of 482,000+; this substantial following is likely to possess members of both of our target markets, thus, assisting us in obtaining our campaign objectives.
To further maximise reach, we will invest $6000 to purchase two advertising time slots on Channel 9. This channel is free-to-air, therefore, we will have the greatest chance at reaching our described target market, as viewers do not have to purchase a subscription to be able to view our campaign. Our campaign will be shown on Saturday at 5.30pm, for two weeks; this time slot was selected as typically, rugby league is shown at this time, therefore, viewers are more likely to engage with our Womens Rugby campaign.
We have set aside a substantial portion of our budget to purchase on-field signage at Bankwest Stadium. This method of advertisement will cost $16,500, however, according to Sports Industry AU (2019), each NRL game has an average viewership of 459,000. As the campaign will be active for a four-week period, over this time, the on-field signage will receive approximately 918,000 views.
Our media plan also consists of purchasing two advertising spaces in the Parramatta Advertiser, which is a regional newspaper that will effectively reach the members of our target market who do not have access to social media platforms. Each advertisement has been purchased for $484 and will display all information relevant to our campaign.
Considering that TikTok has become a highly popular social media site, we have decided to implement two methods of advertising, via this platform. Firstly, we intend to create and publish our own content to the site; we will encourage users to upload a video of themselves scoring a goal, whilst using #kickwithus. Doing so will increase audience engagement and participation, thus leading to increased campaign awareness. Secondly, we will invest $1500 for a paid-advertisement on the platform. This investment will allow our campaign to be viewed by 105,000 TikTok users.
CONCLUSIONThis campaign seeks to increase sign-ups and memberships, as well as increase overall revenue for the Parramatta Eels NRLW. In order to achieve these desired objectives, it is necessary for the outlined media plan to be implemented, with reference to the aforementioned media channels and vehicles. In doing so, the marketing campaign for the Parramatta Eels womens team is projected to be successful.
REFERENCESAUSTADIUMS, 2020, NRL Teams & Stadiums, viewed 4th October 2020, <https://www.austadiums.com/sport/clubs.php?sid=2>.
Chitty, B., 2018. Integrated Marketing Communications. 5th ed. South Melbourne: Cengage Learning Australia.
Clearinghouseforsport, 2019, Women in Sport - Clearinghouse for Sport, viewed 3rd October 2020, <https://www.clearinghouseforsport.gov.au/knowledge_base/sport_participation/community_participation/womens_sport#:~:text=In%202010%2C%20an%20estimated%20343%2C100,playing%20and%20non%2Dplaying%20capacity>.
Diffley, S, Kearns, J, Bennett, W & Kawalek, P 2011, Consumer Behaviour in Social Networking Sites: Implications for Marketers, Irish Journal of Management, vol. 30, no. 2, pp. 47-65, viewed 20 September 2020, ABI/INFORM Collection.
Hofstede Insights n.d., viewed 21 September 2020, <https://www.hofstede-insights.com/country-comparison/>.
IBISWorld Sports in Australia, 2020, Market Research Report, viewed 4th October 2020,
<https://www.ibisworld.com/au/industry/sports/1975/>.
Idcommunity n.d., viewed 21 September 2020, <https://profile.id.com.au/parramatta/language>.
Kunst, K, & Vatrapu, R 2019, Understanding electronic word of behavior: conceptualization of the observable digital traces of consumers behaviours, Electronic Markets, vol. 29, no. 3, pp. 323-336, viewed 8 October 2020, ABI/INFORM Collection.
MarketResearch.Com, 2020, Sports Business Market Research Reports & Industry Analysis, viewed 4th October 2020, <https://www.marketresearch.com/Consumer-Goods-c1596/Travel-Leisure-c90/Sports-Business-c789/>.
Ramshaw, A 2020, Social Media Statistics for Australia, Genroe, viewed 21 September 2020, <https://www.genroe.com/blog/social-media-statistics-australia/13492#Social-Media-Advertising-Statistics-For-Australia>.
Roosters, S., 2020, Sydney Roosters Membership, viewed 1 October 2020, <https://am.ticketmaster.com/roosters/membership#/>.
Roy Morgan n.d., viewed 1 October 2020, <https://www.roymorgan.com/>.
Sports Industry AU, 2019, 2019 NRL season by the TV rating numbers, viewed 4 October 2020, <http://www.footyindustry.com/?p=4923#:~:text=The%202019%20NRL%20Season%20rated,GEM%2C%20as%20well%20as%20Foxleague.&text=Only%202%20games%20this%20year,down%20from%205%20in%202018>.
Statistics, A. B. o., 2020. Parramatta, viewed 12 October 2020, <https://itt.abs.gov.au/itt/r.jsp?RegionSummary®ion=12504&dataset=ABS_REGIONAL_ASGS2016&geoconcept=ASGS_2016&measure=MEASURE&datasetASGS=ABS_REGIONAL_ASGS2016&datasetLGA=ABS_REGIONAL_LGA2019®ionLGA=LGA_2019®ionASGS=ASGS_2016>.
Wanderers, W. S., 2020. Western Sydney Wanderers Teachers Resource viewed 1 October 2020, <https://www.wswanderersfc.com.au/western-sydney-wanderers-teacher-resource>.
APPENDIX-9213021388500Figure 1
Figure 2
Figure 3
Figure 4
left-3111500
Figure 5
Media Type Vehicle Price Result/Reach
Social Media Instagram and Facebook Campaign $0 Based on Parramatta Eels Instagram and Facebook following, approx. 482,000 views
Digital Media Television Advertisement on Channel 9 2 x $3000
(2 x 5.30pm slots)
= $6000 Approx. 1,000,000 views
Print Advertisement On-field Signage at Bankwest Stadium $16,500 for 4 week period (approx. 2 games at Bankwest Stadium during this time) Approx. 918,000 views
Print Advertisement Newspaper Advertisement in Parramatta Advertiser 2 x $484 ( page advertisement)
= $968 Unknown.
Social Media Tik Tok Campaign $0 Unknown.
Social Media Tik Tok Paid-Campaign $1500 based on CPC: $10 per 1000 views Approx. 105,000 views
Total = $24 968
Overview
The communication report focuses on the development a digital marketing campaign for a client. The report must address the brief and provide clear insights into the clients customer needs. The students are also required to develop promotional material video (plus other content) for the client. The material must be engaging, unique, persuasive and cut through the clutter. It involves students working collaboratively through self selecting a team of 5-6 members. Group membership changes are not allowed unless deemed necessary by your tutor. The assignment consists of a written report of 2,000 words (excluding cover page, any figures, tables, appendices, exhibits and reference list), and the development of a new digital campaign for a chosen brand & product category. You will have to undertake some basic research, e.g. secondary research, focus group discussion to uncover the target markets perceptions and associations of the brand and product category. The promotional video can be captured as a 30-seconds advertisement or up to 2-minutes, and should showcase your creative flair.
Website: La Rosha Happy ManooshTiktok: https://www.tiktok.com/@laroshahappymanoosh?lang=enIntroduction (Hong Anh)
La Rosha Happy Manoosh is the family-owned business in Merrylands, New South Wales which is reputed for Manoosh and pizza that have authentic Syrian and Lebanese flavors. Our agency, IdeaFrenzy, has produced a TikTok video as a communication tool in order to promote restaurants to the new customers. Consumer insights are explored to ensure the video content is suitable and catchy. In this report, we mention the details of campaign objectives and communication strategy for the La Rosha Happy Manooshs TikTok video.
Situational Analysis
Consumer Insights
1.1 Primary Research
1.2 Secondary Research
SWOT Analysis
Competitor Analysis
Campaign Objectives
Target Market
Communication Strategy
Key Message
Idea
Media Channels
Media Vehicles
Media Plan
Channels Vehicles Placement Detailed Posting Plan Budget
Social Media TikTok Video Advertisement Conclusion
References
Appendices
Notes:
Competitors
Mina Bakery Pizza & Cafe Merrylands
Vincenzos Merrylands - Merrylandshttps://www.mryum.com/vincenzosmerrylands
Man^oosh Pizzeriahttps://www.manoosh.com.au/contact/
