PoaCh a CoaCh returnS bigger and better in 2007

ASSEMBLing A WHo’S WHo oF AuSTRALiAn SPoRTing CoACHES AnD HERoES, THE ELASToPLAST SPoRT PoACH A CoACH iniTiATivE oFFERS AMATEuR SPoRTing TEAMS CoMPETing in AFL, RugBy LEAguE, BASkETBALL, SoCCER, HoCkEy AnD nETBALL, THE oPPoRTuniTy To Win A CoACHing SESSion WiTH An AuSTRALiAn SPoRTing LEgEnD.

Challenge To build on the success of the inaugural Poach A Coach campaign in 2006 and expand the initiative across a wider range of sports. Daemon2iC set out to increase awareness of the Elastoplast Sport brand, ensuring the name was front of mind within their competitive market, and raise awareness of the importance of preparation for sport. To develop a comprehensive media plan that would communicate to potential entrants at a grass roots level - further increasing the number of entries seen in the previous year.

Strategy To boost media interest and inspire participation, Daemon 2iC negotiated the involvement of a number of high profile sporting identities including Rugby League great Wayne ‘Junior’ Pearce, Australian netball champion Liz Ellis, AFL legend Tony Liberatore, former Wallaby great Mark Ella and Hunters Pirates head coach Adrian Hurley. Daemon 2iC developed a database of national amateur sporting associations and retaining the concept of inspiring amateur sport at a grass roots level, Daemon 2iC targeted local and suburban media to promote the competition.

reSultS The grass roots campaign proved to be a hit with over 800 entries received from sporting teams across the country. This was a 430% increase on entries received in 2006. Coverage of the Poach A Coach competition was featured across local and suburban newspapers and national sporting publications. Radio interviews with the coaches involved in the initiative also featured on several local and national radio stations The 2007 winning Poach A Coach teams were the South Mornington Women’s AFL team as well as the Blacktown Workers Junior Rugby League club.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study

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