Australian media giant Foxtel’s new #ThanksCoach campaign supports grassroots Australian Football couches and communities.
The pay TV, broadband and phone giant is working with the AFL Coaches Association (AFLCA) on #ThanksCoach: an integrated campaign that aims to encourage local players to show their personal gratitude for all the work that the coaches do in their local communities.
The initiative, which has been developed in harness with leading sports and entertainment agency Gemba, aims to turn the spotlight on coaches of the grassroots game from right across Australia.
It aims to act as a tribute and an homage to the crucial role they play in the development of the sport and in making AFL the game it is today.
This multi-platform campaign spans a spearhead spot running across television,
Foxtel and AFL Coaches Association #ThanksCoach Extended Cut from The Gemba Group on Vimeo.
digital and social,
Foxtel says #ThanksCoach to grassroots footy coaches in newly launched campaign via Gemba https://t.co/zKUa5k59v5 pic.twitter.com/RZxKSisvUu
— OrangeBoard Media (@OrangeBoard) June 1, 2017
plus PR and eDM strands.
The initiative is working with the various AFL associations and governing bodies across Australia.
THINK you have the best coach in the world?Show your appreciation & nominate them for the #ThanksCoach campaign HERE https://t.co/JbPlAn2RpS pic.twitter.com/PLYqyIS7G6
— AFL Victoria (@aflvic) May 23, 2017
Players, parents and other members of local communities across Australia are invited and encouraged to show their appreciation for a coach on social media by posting using #ThanksCoach.
Plus, in the other key strand of the campaign, they can also nominate them for a #ThanksCoach Masterclass simply by visiting www.foxtel.com.au/thankscoach.
This sees Foxtel and the AFLCA are giving hundreds of community coaches across Australia a chance to experience a Masterclass: which takes the form of a Gemba developed mentoring scheme.
The exclusive program sees local and junior coaches learn skills and approaches from some of the best AFL coaches in Australia with each Masterclass will cover topics ranging from skills and drills, to tactics, team management, strategy and mentorship.
It is designed to ‘educate and inspire local coaches to keep encouraging and developing the AFL stars of tomorrow’.
Each of these masterclasses will be held at and hosted by AFL Club facilities (in New South Wales, Queensland, South Australia and Victoria) and will be fronted by several of football’s biggest coaching names.
Indeed, several of these famous AFL coaches are actually fronting the campaign too.
Big names such as Alastair Clarkson (Hawthorn), John Longmire (Sydney Swans), Leon Cameron (Greater Western Sydney Giants)
.@AFLCoaches are giving grassroots coaches the chance to meet with their AFL counterparts.
>> https://t.co/riIkPMtnZ3 #ThanksCoach pic.twitter.com/3IQPVmQLqu
— GWS GIANTS (@GWSGIANTS) June 2, 2017
and Chris Fagan (Brisbane Lions)
Local coaches are invited to nominate to attend a coaching masterclass with the Lions coaches. #ThanksCoach
– https://t.co/LrdIGM4anj pic.twitter.com/qODVPeTUgW
— Brisbane Lions (@brisbanelions) June 5, 2017
Say #ThanksCoach and nominate your local coach for the chance to spend time at an AFL club. https://t.co/paF88K21Nh pic.twitter.com/gWBpxXjdMB
— Triple M's Rush Hour (@TripleMRushHour) May 19, 2017
are appearing in campaign content pieces designed to drive campaign awareness, kick-start conversations and drive community involvement.
“There are 60 spots available at each of the 10 Masterclasses being run, meaning 600 coaches will get the opportunity to raise their own game and learn from the likes of John Longmire, Brendon Bolton, Alastair Clarkson and Leon Cameron,” outlines Foxtel director of marketing, media and sponsorship Justin Robinson.
“It really is an exciting and unique opportunity for local coaches across the country to be inspired and further develop their skills.”
Plus, at the end of the #ThanksCoach Masterclass programme, a small group of selected coaches from the courses will receive a further benefit/reward: ‘The Coach Trip of a Lifetime’ sees Foxtel and AFLCA fly a lucky few local coaches o Melbourne for an unprecedented AFL Grand Final package and access to AFLCA members.
“There are so many people to thank for making the game of Australian Rules football great; the star players, the big-name coaches, the legends, the rookies, the mad-for-it fans… But one group is often forgotten in all the hype, a group who form the very bedrock of the game: the local footy coach,” says Foxtel’s Robinson.
“That was the basis for the #ThanksCoach campaign – we thought it was time to recognise, celebrate and reward the very important contribution this group of people make to the game.”
“When a senior AFL coach gets a player on their list, that player isn’t a ‘blank canvas’; they come with a level of fitness, they know how to run and kick, they have skills, a work ethic and a love of the game,” adds AFL Coaches Association CEO Mark Brayshaw
“This is thanks to the coaches who came before them. Without the thousands of grassroots coaches out there, football players wouldn’t get guided, nurtured and developed into quality athletes and people. That’s why the AFL Coaches Association are delighted to throw their support behind Foxtel’s new #ThanksCoach campaign.”
The campaign was created for Foxtel’s media and marketing director Justin Robinson, general manager of sports partnerships Leah O’Gorman and head of sports marketing Christopher Boyd and AFL Coaches Association CEO Mark Brayshaw, by a sizeable Gemba team.
This includes agency director and head of marketing Andrew Condon, executive creative director Boyd Hicklin, while the campaign concept was developed by Mal Chambers and Brent Liebenburg, with senior creative David Smith, art director Parisa Rezaei-Abyaneh, copywriters David Smith and Boyd Hicklin, graphic designer Felix Jong, head of client services Clare Stewart-Hunter, account manager Rachel Milliken, account executive Amelia Faulkner and agency producer Jonno Durrant.
Video production was run by The Woolshed Co, the director was Richard Hughes, the executive producer Dave Christison and the producer Paddy Mithen. The director of photography was Ben Blennerhasset, while the camera department was handled by Anthony Salpietro and the editor was Clinton Madden.
Activative Comment:
Whilst most rights holders, leagues and governing body invest in the grassroots game to some extent, the volunteers and amateur coaches are rarely the beneficiaries of such schemes or support.
Which is strange as not only do they keep the game alive in communities across the country, but also initially ignite and support the passions and skills of the sport’s future super stars.
We’d love to see more of these kind of joint initiatives between broadcasters or sponsors, governing bodies and professional coaching organisations.
Links:
Foxtel
https://www.foxtel.com.au/thankscoach/index.html
https://www.facebook.com/FOXTEL/
https://www.youtube.com/user/FOXTEL
AFL Coaches Association
Gemba
