If you were appointed the new Marketing and Communications Director

[Martyn Sadler]

If you were appointed RL Commercial's new Marketing and Communications Director, what is the most significant change you would make to that organisation's current marketing and communications strategy?

 

[Welshleaguelover]

I would market the sport as anti establishment and counter culture. Do everything possible to differentiate and distance ourselves from rugby union.

[48C North Stand]

I would flood social media with short clips of tries, big tackles and crowd celebrations. 

[Tommygilf]

I'd identify who our target audience was and drive our bespoke content at them

[gingerjon]

I’d probably think about a league restructure and maybe rebranding the national team.

[Toby Chopra]

59 minutes ago, Welshleaguelover said:

I would market the sport as anti establishment and counter culture. Do everything possible to differentiate and distance ourselves from rugby union.

Most people don't care about rugby union - it's a minority pursuit, albeit an affluent minority.

If you were going to try that strategy, it'd better off positioning RL as the "anti-football". ie local, accessible, affordable, played by blokes like those you know. 

Although that's what lower league football does Vs the premier league, so it's a crowded market.

[Welshleaguelover]

1 minute ago, Toby Chopra said:

Most people don't care about rugby union - it's a minority pursuit, albeit an affluent minority.

If you were going to try that strategy, it'd better off positioning RL as the "anti-football". ie local, accessible, affordable, played by blokes like those you know. 

Although that's what lower league football does Vs the premier league, so it's a crowded market.

Most people are exposed to rugby union before rugby league in this country. We get tarred with their brush. A lot of people see "rugby" and think it's posh fat lads rolling around in the mud.

I know a lot of people that follow American football who won't even entertain watching rugby league, because they think and I quote "rugby is ****". Their only exposure to rugby of any kind is the six nations and pompous fellas in pubs wearing brown shoes.

A large portion of the population will have a flick through their TV and see "rugby league" and just assume it's like rugby union. We're guilty by association. We need to do a better job at engaging and educating those people. 

And to be fair, I wasn't linking anti establishment and the need to differentiate from rugby union together. They're separate endeavours.

[JohnM]

I'd start at interview/contract point 

Is this really a Director level appointment or is it just a fancy name for a manager?

Objective - what does the sport want to achieve -  "Re-imagining Rugby League."

Strategy - big picture- how are we going to do that? Brand and style definition

Implementation Plans- budget, marketing mix,  competitions 

Tactics - the actual day-to-day stuff- promotion of CC ticket sales, sponsorship, media message, etc is different to that of international series

Assesment. Regular measurement and adjustment based on progress. 

Overall: Sales and Marketing trainind for key staff: media handling, crisis management, presentation training 

[sam4731]

I'd focus all efforts to get all broadcasting coverage on prime time FTA channels (preferably BBC). Even if it means taking a big hit financially in the short terms, having week in week out coverage in front of the biggest audience consistently, is the best way to drive participation, interest and investment for any industry.

[The Future is League]

Some clubs need to do a lot better with their match day marketing, and make sure as many people in their area are aware of when the club is playing a home fixture and KO time and admission prices and what facilities they have inside the ground.

[JohnM]

I forgot to say  I'd review the current objectives, strategy  etc etc. feeding the  output into my scheme.

[17 stone giant]

I would improve it.

[sam4731]

29 minutes ago, 17 stone giant said:

I would improve it.

Pack it up guys. This guy's got it covered.

[Hopie]

9 hours ago, Martyn Sadler said:

If you were appointed RL Commercial's new Marketing and Communications Director, what is the most significant change you would make to that organisation's current marketing and communications strategy?

 

I'd have one.

[sam4731]

6 hours ago, Hopie said:

I'd have one.

Inspirational!

[Mark S]

Centralise the brand for all clubs and negotiate a kit and clothing deal with a more well known brand like Under Armour. 

In an ideal world I would limit the number of sponsors on a club kit to 3, principle, back of shorts and one sleeve.  It would make the kits look much better and bring in more revenue in the long term. 
 

I would also start working with individual brand experts in getting a select group of players all over the media.

[Archie Gordon]

5 minutes ago, Mark S said:

Centralise the brand for all clubs and negotiate a kit and clothing deal with a more well known brand like Under Armour. 

...

There's definitely a lot of centralisation of operations/branding/merchandise that could be done. 

[Mark S]

15 minutes ago, Archie Gordon said:

There's definitely a lot of centralisation of operations/branding/merchandise that could be done. 

It would help with selling merchandise, which would bring in revenue and in turn grow the brand even further.

Edited August 10 by Mark S

[Mark S]

15 hours ago, sam4731 said:

I'd focus all efforts to get all broadcasting coverage on prime time FTA channels (preferably BBC). Even if it means taking a big hit financially in the short terms, having week in week out coverage in front of the biggest audience consistently, is the best way to drive participation, interest and investment for any industry.

Unfortunately, the game won’t accept or can’t afford a short-term drop in revenue. I agree with what you are saying. I was talking to someone who had been to Trent Bridge for the recent England Cricket Test Match. I didn’t event know there was a series going on. Before Cricket went fell pay TV, it would have been all over channel 4.

Edited August 10 by Mark S

[binosh]

I’d make sure we got player exposure on TV shows like A League of their own, showcasing how big, fit and strong these athletes are, but not Jamie Jones Buchanan.

[Tommygilf]

1 hour ago, binosh said:

I’d make sure we got player exposure on TV shows like A League of their own, showcasing how big, fit and strong these athletes are, but not Jamie Jones Buchanan.

I do wonder if this is actually an issue in the game reflective of a wider culture.

Nearly every RL agent I've seen has been an RL person. By that I mean it's another example of RL sticking in house and reaping what we sow from doing that. Our talent isn't picked up by the talent agents who would get folk on those sorts of shows, and our agents aren't mixing in the circles that get talent on those shows.

There's another political point I could make too but it's not for this thread.

[Mark S]

10 minutes ago, Tommygilf said:

I do wonder if this is actually an issue in the game reflective of a wider culture.

Nearly every RL agent I've seen has been an RL person. By that I mean it's another example of RL sticking in house and reaping what we sow from doing that. Our talent isn't picked up by the talent agents who would get folk on those sorts of shows, and our agents aren't mixing in the circles that get talent on those shows.

There's another political point I could make too but it's not for this thread.

I think I know what your last point is eluding to.
 

All pro-players should sign up to a social media code of conduct. 

[Mumby Magic]

Depends how far my 27p budget will go tbh.

[Tommygilf]

4 minutes ago, Mark S said:

I think I know what your last point is eluding to.
 

All pro-players should sign up to a social media code of conduct. 

I'd hope so, but again that requires things I just don't think we have swam in big enough circles to even consider.

[OriginalMrC]

I would arrange for a run down stock car stadium to be bought and call it 'The Wembley of the North' and make it the National Rugby League stadium