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The Women's Game Plan: 2013/14 W-League
- 1. The Women’s Game Content & Communication Plan 2013/14 W-League Season Executive Summary Overview The Women’s Game is Australia's independent leading source of women's football news focusing on the Matildas, the WLeague and Australians playing abroad. The aim of our content and communications strategy is to develop and facilitate conversations with our key audiences, to provide them with an online community and to give them the tools to engage with us, players, clubs and each other around the 2013/14 WLeague season. The strategy will assist in our longterm objectives: ● ● foster and support the promotion of women's football in Australia foster a positive, inclusive and respectful women's football family Who are The Women’s Game? The Women's Game is a notforprofit incorporated association run by a dedicated team of volunteers. The Women’s Game is a digital content producer and the first online community in Australia dedicated to women’s football. Our properties consist of thewomensgame.com website, several key social media assets including a Twitter account, Facebook page, YouTube channel, Instagram account, Tumblr blog and an iTunes podcast. Through these various properties, The Women's Game generates and distributes original content in relation to the Matildas, the WLeague and Australians playing abroad (collectively: Australian women's football). Our content consists of: ● Written: regular news articles, features, match analysis, opinion pieces as well as player and guest blogs on relevant issues ● Video: features and interviews with key identities in Australian women's football ● Audio: a weekly podcast reviewing the WLeague plus offseason special editions ● Photo: match day, profiles and behind the scenes The Women’s Game is a hub for the global online community of fans of Australian women’s football. The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 2. Our reach in Australia and internationally makes The Women's Game a trusted news distribution service for the members of the Australian women's football family and media outlets in Australia and abroad. Our values ● ● ● ● Passion Commitment Integrity Innovation This is the cornerstone of The Women's Game. Passion: Passion for football drives everything we do. Our community shares this passion. A passion for football, particular women's football, is the reason The Women's Game exists. Commitment: Our commitment to football, its players, administrators and fans is unflinching. It drives us to produce high quality work and do our best to promote women's football. Integrity: At all times and in all our interactions with players, administrators, media and supporters The Women's Game aims to conduct itself in an ethical and fair manner. Innovation: We continue to look for new avenues and platforms to promote Australian women's football; whether via traditional means or in the ever changing digital space. Content and Communication Priorities Content creation is primarily event driven, the main focus being on the WLeague season. Pre Season: 1. Information gathering. Federation, Club and player engagement 2. Audience awareness During Season: 3. Audience engagement Post Season / Long term: 4. Player support 5. Continued engagement with audiences The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 3. The Women’s Football Family This section of a strategy would normally consist of an analysis of competitors and the best way to counter their offerings. At The Women’s Game, we don’t consider ourselves to be in competition with others who also promote and support women’s football. We look for ways to work together to the benefit of fans, players, clubs and the game as a whole. The aim of this approach is to: ● ● ● ● Amplify the voices speaking in support of the women’s game Act as an advocate for positive change for the image of women’s football Assist in elevating the profile of the Australian women’s football locally and abroad Engage with members of the football family to find solutions to the key issues facing women’s football ● Capitalise on the growing support for women in sport ● Convert online support into match day attendance The women’s football family is a strong, vibrant community with existing networks and communications channels, particularly online. These relationships are to be leveraged to reach identified audiences who have yet to engage with elite women’s football. Australian Women’s Football Websites The Women’s Game thewomensgame.com Women’s Football Websites ● ● ● ● ● ● ● ● ● ● ● ● Women's Soccer United Worldwide womenssoccerunited.com She Kicks UK shekicks.net Girls on the Ball UK girlsontheball.com Equalizer Soccer USA equalizersoccer.com Our Game Magazine USA ourgamemagazine.com All White Kit USA allwhitekit.com Dam Football Sweden damfotboll.com Foot D'elles France footdelles.com Footo Feminin France footofeminin.fr Die Frauenfußballfibel Germany framba.de Women's Soccer Germany womensoccer.de Vrouwen voetbal Nederland Netherlands and Belgium vrouwenvoetbalnederland.nl/vvned ● From a Left Wing USA fromaleftwing.blogspot.com.au ● Women’s Football ID Indonesia womensoccerid.wordpress.com The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 4. Australian Women’s Sport Websites ● ● ● ● Sport for Women sportforwomen.com.au Sporting Sheilas sportingsheilas.com.au/ Super Sports Women supersportswomen.com.au Sportstar sportstar.com W-League Clubs ● ● ● ● ● ● ● ● Adelaide United Brisbane Roar Canberra United Melbourne Victory Newcastle Jets Perth Glory Sydney FC Western Sydney Wanderers Federations / Governing Bodies ● ● ● FIFA fifa.com/aboutfifa/footballdevelopment/women Football Federation Australia footballaustralia.com.au State Federations ○ ∙ Capital Football capitalfootball.com.au ○ ∙ Northern NSW Football northernnswfootball.com.au ○ ∙ Football NSW footballnsw.com.au ○ ∙ Football Federation Northern Territory footballnt.com.au ○ ∙ Football Queensland footballqueensland.com.au ○ ∙ Football Federation South Australia ffsa.com.au ○ ∙ Football Federation Tasmania footballfedtas.com.au ○ ∙ Football Federation Victoria footballfedvic.com.au ○ ∙ Football West footballwest.com.au Australian Football Media ● Four Four Two Australia au.fourfourtwo.com ● Fox Sports foxsports.com.au/football ● The World Game theworldgame.sbs.com.au ● Four Diegos fourdiegos.com ● The Roar theroar.com.au ● Goal Weekly goalweekly.com ● Back of the Net backofthenet.com ● Goal goal.com ● Sportal sportal.com.au ● Leopold Method leopoldmethod.com.au The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 5. ● ● ● ● ● Green & Gold Army ggarmy.com The World Football Programme radiofremantle.com/wfp.html The Far Post farpost.2xxfm.org.au Soccer Stoppage Time soccerstoppagetime.podbean.com Two Up Front twoupfront.com.au Broadcasters ● ● ● ABC ○ TV ○ Radio Foxtel SBS Players ● twitter.com/TheWomensGame/wleague/members Administrators / Coaches ● twitter.com/TheWomensGame/lists/admincoaches Selected Media ● twitter.com/TheWomensGame/media/members Super Fans ● twitter.com/TheWomensGame/twgsuperfans/members The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 6. Our Audiences ● ● Engaged Audience: ○ Existing fans of women’s football ○ Fans of women’s sport in general ○ Elite players ○ Parents and family of elite players Potential Audience: Opportunity ○ Girls and women who play football (approximately 99,800) [abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/4901.0Apr%202012?OpenDocum ent see Table 1] ○ Sports fans (looking to try something new) ○ Heavy social media users, local and with interest in women’s football (to spread the word) Demographics Gender ● ● ● Facebook fans: 72% female Twitter followers: 61% female* Mailing list subscribers: 74% female* *of available data Location ● Twitter followers: The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 7. ● ● ● Mailing list subscribers: ○ Australia 51% ○ USA 13% Website visitors: ○ Australia: 71% ○ USA: 17% ○ Germany: 5% ○ China: 3% ○ Canada: 3% ○ UK: 3% YouTube subscribers: ○ Australia: 29% ○ USA: 29% ○ Germany: 5% ○ UK: 5% ○ France: 3% The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 8. Content and Communication Channels The Women’s Game consists of thewomensgame.com website, several key social media assets including a Twitter account, Facebook page, YouTube channel, Instagram account, Tumblr blog and an iTunes podcast. Print The Women’s Game unofficial WLeague Season Guide provides a comprehensive preview of the WLeague. The Season Guide includes team previews with quotes from coaches and players, club information, squad lists and match fixtures. The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com
- 12. Tumblr thewomensgame.tumblr.com eNewsletter / Mailing Lists The eNewsletter is a new initiative highlights noteworthy and important news, features, events, key accomplishments or campaigns associated with The Women's Game and its various properties. ● 330 Subscribers The Women’s Game Content Plan October 2013 Author: Danielle Warby danielle.warby@thewomensgame.com 0405 386 792 Assistance: Ann Odong ann@thewomensgame.com