the women's game plan: 2013/14 w-league
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The Women’s GameContent & Communication Plan
2013/14 W-League Season
Executive Summary
OverviewThe Women’s Game is Australia's independent leading source of women's football newsfocusing on the Matildas, the WLeague and Australians playing abroad.
The aim of our content and communications strategy is to develop and facilitate conversationswith our key audiences, to provide them with an online community and to give them the tools toengage 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 ofvolunteers.
The Women’s Game is a digital content producer and the first online community in Australiadedicated to women’s football. Our properties consist of thewomensgame.com website, severalkey 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 originalcontent 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 playerand 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’sfootball.
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
Our reach in Australia and internationally makes The Women's Game a trusted news distributionservice for the members of the Australian women's football family and media outlets in Australiaand 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. Apassion 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. Itdrives 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 andsupporters 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'sfootball; whether via traditional means or in the ever changing digital space.
Content and Communication PrioritiesContent creation is primarily event driven, the main focus being on the WLeague season.
Pre Season:
1. Information gathering. Federation, Club and player engagement2. Audience awareness
During Season:
3. Audience engagement
Post Season / Long term:
4. Player support5. Continued engagement with audiences
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
The Women’s Football FamilyThis section of a strategy would normally consist of an analysis of competitors and the best wayto counter their offerings.
At The Women’s Game, we don’t consider ourselves to be in competition with others who alsopromote 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 andcommunications channels, particularly online.
These relationships are to be leveraged to reach identified audiences who have yet to engagewith elite women’s football.
Australian Women’s Football WebsitesThe 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 Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
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 Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
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 Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
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/[email protected]/DetailsPage/4901.0Apr%202012?OpenDocument 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 Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
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 Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
Content and Communication ChannelsThe Women’s Game consists of thewomensgame.com website, several key social mediaassets including a Twitter account, Facebook page, YouTube channel, Instagram account,Tumblr blog and an iTunes podcast.
PrintThe Women’s Game unofficial WLeague Season Guide provides a comprehensive preview ofthe WLeague. The Season Guide includes team previews with quotes from coaches andplayers, club information, squad lists and match fixtures.
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
Websitewww.thewomensgame.com
The Women's Game website keeps the audience well informed of latest news in Australianwomen's football. It also provides match analysis, commentary, opinion pieces and playersourced content.
35,000 visits / month (off season average) 70,000+ visits / month during 2012/13 WLeague season
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
Facebookfacebook.com/auswomensgame
The Women's Game Facebook page hosts an engaged community of fans who regularly usethe platform to discuss their passion for football with each other, with players and the TWGteam. This is reflected in our strong weekly reach and engagement numbers.
2,051 Fans 10,000+ Weekly organic post reach
You may be interested to read the comments our community posted in response to thisquestion: facebook.com/photo.php?fbid=654519411255452
Twittertwitter.com/thewomensgame
The Women's Game twitter account is one of the brand's key assets. With its 4,700+ followersand Twitter verification, the account holds enormous credibility within the football family.
4,706 Followers
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
YouTubeyoutube.com/thewomensgame
406 Subscribers 64, 813 total views
Instagraminstagram.com/thewomensgame
888 Followers
Soundcloudsoundcloud.com/thewomensgame
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792
Tumblrthewomensgame.tumblr.com
eNewsletter / Mailing ListsThe eNewsletter is a new initiative highlights noteworthy and important news, features, events,key accomplishments or campaigns associated with The Women's Game and its variousproperties.
330 Subscribers
The Women’s Game Content Plan Author: Danielle Warby Assistance: Ann OdongOctober 2013 [email protected] [email protected]
0405 386 792