The Qld Reds!

Digital Content Strategy!

1. State of The Market!

a.
Target Market Outline"
b.
Competitor Analysis "
c.
Content Trends"

3. Content Production !
a.
Pillar No. 1"
b.
Pillar No. 2"
c.
Pillar No. 3"

2. Content Framework !
a.
Consumer Insight"
b.
Big Idea"
c.
Communication Purpose"
d.
Brand Personality"
e.
Channel Options"
f.
Content Pillars"

Agenda !

State of the Market!

TARGET MARKET!

Target Market !
Male, Aged 16-30."
Educated, Upper-Mid
Socioeconomic Family."
Masculine."
Proud."
Vocal/Collaborative."
A strong sense of Self-Identity."
Colloquial (but not uncouth)."
Exhibits a strong sense of
Community, Togetherness and
Mateship."

Tactics that work!

Build relationships with their heroes."
Promote togetherness connecting
with friends/sharing stories etc. "
Provide constant stimulation."
Use unexpected advertising
(Gameification, Unique and
Surprising Content and Formats)."
Deliver experiences."
Brand should be an extension of the
consumers self-identity they
choose the brand to represent
themselves. "
Empower their ego in social settings
give them bragging rights to take to
their friends. "
Make them curious for more, be
unpredictable."

State of the Market !

COMPETITOR ANALYSIS !

Competitor Analysis!
The Brisbane Broncos"

Facebook, Twitter and Instagram promote

member benefits, news, events and sales."

Social media features significantly less

video content than the Qld Reds along with
an absence of a dedicated YouTube
Channel."

User-generated content is limited to Hashtagged photo-uploads UGC is neither

incentivised nor marketed. "

The current Broncos advertising features

video utilising humour and whos a bigger
supporter themes. "

Brand personality !
Short and Blunt."
Masculine."
Fun, Highly Colloquial and Inelegant."
"
Content Style!
Promoting out-of-home events and
competitions."
Promoting games."
News and articles."
Videos."
Player commentary on game."
Paid Digital content pass that grants
users access to full online live game
coverage. "
"

Competitor Analysis!
The Brisbane Lions!

Facebook, Twitter and YouTube contain

dedicated profiles. Content is primarily news
related but also competitions, photos and
videos. "

The Brisbane Lions Social Media

channels are not as sales focused as the
Qld Reds or Brisbane Broncos. "

User-Generated Content is incentivised and

facilitated through hash-tags and competitions. "

The current Brisbane Lions campaign slogan

Believe, Belong calls fans to belong to a
community while eliciting pride for the team. "

Brand personality !
Well-spoken."
Proud."
Passionate."
"
Content Style!
High volume of news articles and
videos."
Dedicated TV website."
In-depth player profiles."
Competitions."
UGC."
Game and ticket promotions."

State of the Market!

CONTENT TRENDS!

Content Trends!
User-Generated Content (UGC)!
Achieving high engagement requires collaboration
between the brand and consumer. This tactic reliably
develops relationships with consumers. "
"
UGC results in the user owning part of the brand,
building strong affinity and advocacy (I.e. Content
shares)."
The tactic is useful in achieving brand shares, and
therefore impressions. Shares are also seen as brand
advocacy or referrals and therefore stimulate the final
stages of the purchase funnel. "

Content Trends!
Ask Me Anything (AMA) !
Social media platforms can give the everyday
man instant access to their sporting idols. Our
target audience respond positively to content
that features their heroes. "
AMAs leverage exclusivity and collaboration
through real time feeds and post-edited video
of user-submitted interview questions."

Content Trends!
Geo-Location !
Geo-Location utilises technology (mainly
mobile) to target and trigger relevant
consumers through IP address, region or
GPS co-ordinates. (E.g. While in a Store). "
Geo-Location can localise services (E.g.
Yelp, Dating Apps)"
Geo-Location has been used to reveal coordinates to prizes. This has gamified
advertising for brands and incentivised
active brand engagement. These campaigns
have also created spikes in user-generated
content. "
Localised content is highly relevant. "
If participation is incentivised geo-locating
can be highly engaging and as a unique
tactic that can generate WOM and UGC. "
"

Digital Out-of-Home Advertising!

Incorporating digital media with outof-home advertising and PR is a
popular trend in content marketing."
Live news feeds can be incorporated
with billboard advertising.
Alternatively an installation may
bring digital media into the public
space. "
"
Activation can publish content to
social media gaining instant
awareness. "

Highly engaging and surprising

technique shown to engage our
target market. "

Content Trends!
Community!
Developing a team-fan family
and a sense of community is a
common trend in sports
marketing. The target audience
also place incredibly high value
on a sense of togetherness."
Our target audience have
responded favorably to
marketing that develops their
relationship with a hero or idol
developing this relationship
is beneficial. "

Humour
This is a common tac,c used
in sports content marke,ng
it has demonstrated reliability
in mul,ple stages of the
purchase-funnel.

A reliable tac,c to increase
engagement - while they are
engaged we can educate and
push to the point-of-purchase.

Content Production !

CONTENT FRAMEWORK!

"
The Qld Reds and their fans have a uniquely strong
sense of brotherhood; our primary target audience
exhibits a strong affinity with this ideology. As such,
we should empower their sense of community
through their passion for the Qld Reds; show them
that membership is the greatest possible way to
experience the family and team.!

CONSUMER INSIGHT

"
"
"
"
The Qld Reds and its fans are a proud brotherhood;
bring the fans together to collaborate on their passion;
show them that membership is the greatest possible
way to experience the family/team. "

BIG
IDEA!
"

"
Empower the audiences bond with their team (and
other fans) with a family-like atmosphere. Champion
the honour and privileges of membership."
"

COMMUNICATION PURPOSE!

Family/Brotherhood"
Masculine, Mateship Colloquial but not uncouth"
Motivating Inspirational/Encouraging "
Honourable and Courageous"
Confident"
Enthusiastic "
Energetic"

BRAND PERSONALITY!

Channel Options"

Channel Options"
Facebook This channel has
the largest concentra,on of
ac,ve fans; it has wide
content op,ons and can be
used to communicate and
collaborate with fans. This
channel has the most reach
within our target market.

YouTube This channel oers
a highly engaging pla@orm
with great visual and
emo,onal power.

Twi9er this channel oers

benecial call-to-ac,on and
message delivery TwiBer has
great UGC poten,al.
Primary Website This is a
mandatory: it is the hub for
digital ac,vity that ensures
branding in on point.
Subsidiary Websites these
portals have great reach with
highly engaged fans that are
likely already brand advocates.

Content Pillars"
1. Rally the Troops! Awareness
2. The Membership Privilege! Considera,on
3. Feel the Honour! Purchase/Decision

CONTENT PRODUCTION
Rally the Troops! !

Rally the Troops!"

ALTERNATIVE CONTENT IDEAS !

News updates!
Blog posts!
Category level articles!
Infographics!
Quizzes!
Competitions!
Games!

Rally the Troops!"

AIM OF CONTENT PIECE NO. 1!

Incentivize being an active supporter. Build
affinity with existing fans by fostering the Reds
USP of a strong bond between players, fans and
fellow fans. !
"
Build relationships between fans and their
sporting idols from the Qld Reds!
Generate awareness by Introducing the team to
new fans using an emotional appeal!
"
!

Rally the Troops!"

CONTENT PIECE NO. 1 OUTLINE

Fan Focused!
Videos will feature candid footage of fans showing
support and pride in their team and in one-another. "
Hardcore fans will be filmed throughout the
stadium cheering, toasting the team, rallying
fellow fans and generally enjoying
themselves. "
Player Focused!
Players will feature during elements of the video
series in a candid interview style. The questions will
generated and asked by fans. "
!
!
!

Rally the Troops!"

CONTENT PIECE NO. 1 OUTLINE

Fan Focused
The family bond between a fan, their fellow
fans and the team will be the major focus of
the video.
This element will be supported with a focus on
the pride and passion that Qld Reds fans have
in their team and teammates.
"
This element will be the source of humour
and will support the community/family/
mateship themes. !

Rally the Troops!"

CONTENT PIECE NO. 1 OUTLINE!

Player Focused"
AMA Question footage will be
obtained through photo booths. This
element will be supported by camera
crews who will conduct the interviews
with players. Edited footage will
appear to have fans posing their
hero's questions to the camera with
their idol answering back. "
"

Rally the Family!"

CONTENT PIECE NO. 1 OUTLINE!

Content Generation and Styles: !
Photo booth installations on game day will
facilitate customer email collection, content
generation, content sharing. Fans will have
the option to submit:"
Inspirations Pre-Game Speech"
Sing a War-Cry"
Ask a Player a Question "
Take a Photo"
Why do you Love Being Red?"
"

Rally the Family!"

CONTENT PIECE NO. 1 OUTLINE!

Content Activation!
Each video will feature multiple clips of different photobooth submissions content will be edited as a montage."
Videos will be activated through owned and
earned channels periodically to maintain
engagement. Activation will also occur at
different purchase-funnel stages (E.g. User
Submissions edited as a Product Referral or
brand endorsement)"

"

Taglines The Qld Reds Strength in Numbers We are

Queensland, We are Red "
Photo-booths will gather email address for use later "

Rally the Family!"

CONTENT PIECE NO. 1 OUTLINE!

Content Activation!
Each video will feature multiple clips of different photobooth submissions content will be edited as a montage."
Videos will be activated through owned and
earned channels periodically to maintain
engagement. Activation will also occur at
different purchase-funnel stages (E.g. User
Submissions edited as a Product Referral or
brand endorsement)"

"

Taglines The Qld Reds Strength in Numbers We are

Queensland, We are Red "
Photo-booths will gather email address for use later "

Rally the Troops!"

CONTENT PIECE NO. 1!

How many Weet-Bix can you do Quaid? !

Karmichael, Why do you love Rugby? !

Rally the Family!"

CONTENT PIECE NO. 1!

Rally the Family!"

CONTENT PIECE NO. 1 RATIONALE!

Player Focused Rationale"
AMAs are popular on our target audiences
favourite social media platforms; they have great
affinity towards this tactic. "
AMAs demonstrate the physical and social benefits
of being an active supporter. "
Featuring in official content incites a sense of
closeness and access to the team. "
Target market responds to Celebrity-power "
"
Featuring real fans in branded content gives
participants ownership of the brand and a strong
incentive to advocate/share content. "
"
"

Content Pillar!

CONTENT PRODUCTION
The Membership Privilege!!

The Membership Privilege!

ALTERNATIVE CONTENT IDEAS !

Product specific video!

Social network engagement!
YouTube updates!
Demo video!
Reviews!
FAQs!

The Membership Privilege!

AIM OF CONTENT PIECE NO. 2!

Express the physical product benefits; avoid
a direct selling approach through entertaining
content."
Demonstrate that membership privileges
deliver the best possible rugby union
experience. "
Develop the honour that one should
anticipate when they become a member."
Demonstrate the admiration they will
receive from other fans and the players. "
"

The Membership Privilege!

CONTENT PIECE NO. 2 OUTLINE!

Premium Video Outline!
Premium video content will demonstrate the product benefits
through story-telling and relevant emotional appeals. "
!
The POV video will feature the walk-through of a new
member journey, from receiving his new member care
package to his stadium arrival and game experience. "
Humour will be incited through fanciful, farfetched storytelling where the members journey will be made
intentionally whimsical and grandiose to the point of
absurdity. "
The video will champion membership through highlighting the
members experience likening it to the best possible way to
experience rugby union. !

The Membership Privilege!

CONTENT PIECE NO. 2 OUTLINE

Main Content Focus:!
The video will demonstrate the
physical benefits of becoming a
member:"
Membership grants the user
closer access to the team. "
Members receive privileges and
preferential treatment that equates
to an amazing experience. "

The Membership Privilege!

CONTENT PIECE NO. 2 OUTLINE

Supporting Content Focus:!
Taking a humorous and surprising approach to
the product demo video will be achieved
through a fanciful portrayal of the protagonists
experience as if the member privileges have
gone to his head while he takes a whimsical, starstudded, grandiose trip to the game."
!
This piece will develop on the community values
developed under content pillar #1. The
relationships between fans and players as well as
the admiration members receive will be
demonstrated. "

The Membership Privilege!

CONTENT PIECE NO. 2 OUTLINE

Content AcDvaDon
U,lizing the art of story telling, this premium
content piece will be released as a series of
short stories. Channels include RedTV, YouTube
and all social media pla@orms.
To facilitate sharing by users the videos will
feature call-to-ac,ons and links to explore the
full product benets on the Reds membership
pla@orm. Cross-promo,ng content will also
increase likelihood to share.
Budget appropria,ons will account for premium
produc,on costs.

The Membership Privilege!

CONTENT PIECE NO. 2

The Membership Privilege!

CONTENT PIECE NO. 2

The Membership Privilege!

CONTENT PIECE NO. 2 RATIONALE

Premium video content has high visual qualities that easily
convey themes and emotions. "
"
"Themes!
Community/Family/Mateship "
Pride"
Bold and fanciful story-telling"
"
"
"Themes are relevant to the target audience "
"
"
"insights."
"
Product demo videos that educate customers while
maintaining some emotional appeal (Surprising, Pride,
Friendship/Family) have been cited as a fundamental
content tactic for the consideration-stage of the purchasefunnel. "
This piece has high viral potential incremental content
releases will ensure stimulation while humour and
supporting emotions incentivize sharing. "

Content Pillar!

CONTENT PRODUCTION
Feel the Honour!!

Feel the Honour! "

ALTERNATIVE CONTENT IDEAS !

Free Trials!
Testimonials!
Referrals!
Ecommerce development!
Promotions!
Discounts!
Buying guides

Feel the Honour! "

AIM OF CONTENT PIECE NO. 3!

Provide content that demonstrates the
product while expressing product benefits. "
Simulate the product to reduce purchase
risk at the point-of purchase."
Stimulate purchase through call-to-actions,
and pricing guides. "
!

Feel the Honour! "

CONTENT PIECE NO. 3 OUTLINE!

Content Piece Outline:!
Virtual seat selector featuring views from each seat and
exclusive member sections. "
Users will be able to click through sections of the stadium
to appraise the view from prospective seats and from
with-in member-only areas. "
In addition to reduce the risk of purchasing bad
seats this piece provides users a taste of the
exclusive areas to which they are purchasing
access. "

The virtual space will feature a heads-up display (HUD)
containing member package and pricing guides based on
the selected seat. "
The display will feature a strong call-to-action with a
link to purchase the selected seats. "
!

Feel the Honour! "

CONTENT PIECE NO. 3 OUTLINE

Main Content Focus !
Using a rationale appeal, provide consumers
with a functional tool to demonstrate product
quality and reduce potential risk. "
!
Supporting Content Focus:!
Create a live product experience as part of
the final purchase process. "
Deliver member package information, pricing
guides and a link to the point-of-purchase."

Feel the Honour! "

CONTENT PIECE NO. 3 OUTLINE

Content Activation:!
This piece will be integrated with Google
Business View and SEM. "
The tool will feature price information and
benefits for the current selected seat along side
the immersive virtual experience. "
"
There are multiple options when creating this
piece of content to a high standard software
can be purchased for use by the in-house
technical support. Alternatively the production can
be out-sourced at a reasonable price "
"(http://merchantview360.com/pricing/). "

Feel the Honour! "

CONTENT PIECE NO. 3

Seat 26-34A

Single Ticket
Adult $36.50
Child $25.50

Silver
Membership
Package
- Season Pass
- Full Member
Privileges
- Full
Membership
$210

Feel the Honour! "

CONTENT PIECE NO. 3 RATIONALE

Demonstrating the product quality
reduces risk to purchase; this has been
identified as a fundamental tactic for the
decision stage of the purchase-funnel. "
The virtual tour style works as a
product demo for the purchase
decision stage. "
"
Featuring product literature (I.e. Price
guides and benefits) is a fundamental
tactic at this final stage of the purchasefunnel. "
"