Campaign work
As Head of Brand & Marketing at St Kilda Football Club, I was responsible for pulling together all creative concepts across the business. This involved gathering all available insights, collaborating with the relevant departments and locking down the project objectives in line with the overall business goals. I both created concepts and ran any brainstorming sessions (depending on the scope of the campaign), and presented ideas back to the executive team. Once the direction was locked down I’d plan the creative across our channels (informed by insights and audience).
Campaign - Halos On
2017/2018 - ‘Halos On’ - membership drive and brand campaign
After promises of rebuilding, the St Kilda Football Club fan base became disillusioned on the back of a lack-lustre 2017 season. We launched a brand campaign and tactical membership drive straight after the season finished with the objective of shifting fan sentiment (without making promises), and reaching 30,000 members by Christmas.
Part of the ‘Saint’ iconography, the halo represents something special that sets a Saints apart from the rest. Players were shown to be fitter, faster and stronger - earning their halos by striving beyond expectations in preparation for the next season.
We achieved our membership target was achieved and fan sentiment turned sufficiently to ensure Round 1 met our AFL attendance target.
The ‘Halos On’ campaign
We used a punky new look to differentiate the season, referencing St Kilda the suburb. Pictured are Halos On video closer (animated), webtile, instas from game day featuring our Halo give aways and post from #haloson using our App
Campaign - Pride game
Every second year the Saints host the Pride game. In 2018 we wanted to shine the light on how important families are in the well being of those identifying as LGBTIQ. Our objective was to highlight the clubs value of ‘belonging’ and to exceed the forecast AFL attendance for the game.
The Pride Game often attracts criticsm, (particularly when the team is losing), with fans believing football should not being a forum for social issues. We used storytelling as a key component of the campaign, with the underlying premise that everyone should feel welcome at the football and the game being a celebration of that fact.
To highlight the importance of the support role to those identifying as LGBTIQ, we used the tag line ‘I’ll Stand By You’. The look of Pride 2018 referenced the punky direction of our brand campaign, using the Pride colours.
Campaign - With St Kilda
Leading in to 2018, we all believed 2017 had been a one off, that the team would respond and that finals were within our reach. However, by about Round 4 it was apparent our season was over.
Our membership renewal period begins in early October. Our challenge was to try and change the narrative around our club in a very short period of time; to help members, fans and our corporate partners absorb the disappointment of the season. We needed to shift the needle enough to justify their continued support.
‘With St Kilda’ became our tagline, underpinning all communications post 2018 season and throughout 2019. It is a simple and modern. With St Kilda is the extension of the phrase - ‘Oh How I Want To Be with St Kilda’. It is a confident, definitive declaration of belonging, that galvanises our fan base, players, members and staff.
Nick Riewoldt
The ‘With St Kilda’ series kicked off with Nick Riewoldt, a modern day hero of the club and an oracle when it comes to anything to do with the Saints. Nick is the close to being Saints royalty and seen as honest and willing to speak his mind. Nick talked about his disappointment with the season, his memories and why he will be forever a Saint.
The series continued with Leigh Montagna, Shane Warne, incoming club president Andrew Bassat, Jane Bunn and a host of colorful fans and members reminding us all why they choose to be ‘With St Kilda’.