Netball Australia's Marketing Campaign: Effectiveness & Modifications

This report provides an analysis of Netball Australia's marketing campaigns, with a focus on the 'Team Girls' initiative. It examines the campaign's background, objectives, and strategies, including the use of ambassadors and various marketing communication tools. The report identifies the target market, assessing the alignment of the campaign with this audience. It also evaluates the effectiveness of the marketing campaign based on available evidence, such as participation numbers, attendance data, and social media engagement. Furthermore, the report outlines potential changes and modifications to the campaign, referencing the importance of understanding the sport consumer and conducting market research to enhance its impact and reach. The report concludes by emphasizing the role of effective marketing communication in promoting sports and influencing health behaviors.

Sports marketing

Introduction and background...........................................................................................................3
Marketing campaign........................................................................................................................3
Identify and discuss the target market that you believe the campaign was attempting to reach,
including whether and to what extent the campaign is an appropriate alignment...........................5
Assess whether or not you think the marketing campaign was effective, including any evidence
of results or feedback from the target audience (for example changes to participation numbers,
attendance data, and changes in behaviour, social media likes, blogs or testimonials)...................6
Outline any changes or modifications you would make to the campaign, including reference to
Understanding the Sport Consumer (Module Two) and Market Research.....................................6
REFERENCES................................................................................................................................8

Introduction and background
Netball Australia is Australia's major governing organisation for the sport. It's a member
of World Netball. The Australian National Netball Team, Suncorp Super Netball, and the
Australian National Netball Championships are all organised and administered by it. The
Australian Netball Competition, the ANZ Championship, the Commonwealth Bank Trophy
league, and the Esso/Mobil Superleague were all formerly organised and administered by it. The
All Australia Women's Basket Ball Association, or Netball Australia, was formed in 1927.
Marketing campaign
Suncorp and Netball Australia set out to create a nation of confident girls with their
'Team Girls' campaign, which was recognised at this year's Parents' Voice Fame and Shame
Awards. The 'Team Girls' campaign, which is dedicated to encouraging and promoting girls'
engagement in sports, earned the most votes for the Parents' Choice - Physical Activity Award in
the fame category. 'Team Females' was born in 2017, after data found that over half of young
girls between the ages of 15 and 17 are dropping out of sports. Suncorp created a variety of tools
and services to assist and increase confidence on and off the court to help girls and their parents
through these important years. Laura Geitz, Clare McMeniman, Liz Ellis, as well as current
Suncorp Super Netball and Australian Diamonds players, as ambassadors for the cause and
offered their own personal experiences of resilience dating back to their junior years. "They are
immensely pleased of the traction the 'Team Girls' initiative has achieved since we began it over

three years ago," Suncorp Executive General Manager Brand and Marketing Mim Haysom
remarked. This award shows that parents understand the importance of encouraging girls to start
active and stay active for as long as feasible. Every day, netball discovers new ways to empower
girls and women, and we're grateful for partners like Suncorp who help us encourage girls to
become engaged and remain active.
Female sports films that empower women are becoming increasingly popular in the
commercial world. Many corporations are connecting themselves with powerful female athletes
and pushing female athletes as formidable role models in sports. The way the media portrays
women in sports is gradually changing. The two Like a Girl advertisements over the last several
years are also worth mentioning. #Likeagirl is a song that was released in 2014 by Always. Play
Like a Girl, from the ANZ Championship Netball, was the other. Both songs were well-received
by the general population. MANCHESTER, England, July 14, 2021 /PRNewswire/
MANCHESTER, England, July 14, 2021 /PRNewswire/ MANCHESTER, England, — Globe
Netball has created an exciting campaign to celebrate the individual stories that make up the
worldwide netball family. Elite athletes from all around the world are supporting the campaign.
World Netball has officially opened the public phase of the Your Netball World campaign,
inviting individuals to contribute photographs and words to a dynamic digital mosaic that will
serve as the centrepiece of a high-profile social media campaign. Anyone who participates in the
mosaic has the opportunity to win a once-in-a-lifetime trip to the Netball World Cup 2023 in
South Africa. The building of a virtual mosaic commemorates Globe Netball's recent rebranding
from the International Netball Federation and celebrates a world united by this unique sport.
Netball is played in over 100 countries, and the mosaic is planned to feature thousands of
photographs and messages linked to netball from across the world, no matter what their narrative
is. World Netball is inviting people from all levels of the sport to participate, from athletes and
umpires to grassroots players.
Messages might come from those who have discovered that the sport has given them a
new lease on life or has helped them get through difficult times. People who join involved will
see their faces alongside sports stars in netball's global image of local tales, whether they have a
life-changing netball storey to tell or simply a word of support for an unique sport. It's simple to
post photographs and stories here, and the mosaic is growing every day as new faces join the
fray. People may zoom in to see their favourite netball names and personalities.

Identify and discuss the target market that you believe the campaign was
attempting to reach, including whether and to what extent the campaign is
an appropriate alignment.
As there are 5 ways to identify an effective target audience for the brand
that are as follows -
Conduct market research – In this section of market research can maintained by the location
(local, national or international), demographics (age, gender, occupation, income level, marital
status), psychographics (values, hobbies, lifestyle, personality, attitude, behaviour), industries
(medicine, accounting, lighting, non-profit organizations) organization), B2B -Focus, market
trends, economic changes, customer buying habits, personality type (person) and weak points,
motivations, competition.
 Understand purchase path and pain points - Branding is about understanding the
purchase route and pain points. As part of the market research, it is important not only to
define your target customers, but also to know their various considerations regarding the
purchase path and pain points.
 Know your existing customers - Examine the social media and website analytics. It can
help them to understand that who visits on their website and how they navigate it, and
which website users visit the website most often. Also know who is interacting with their
social networks.
 Employ multi-segment (differentiated) marketing - This strategy is still considered when
searching for the right audience (even if it is within a product or segment objective).
Multi-segment marketing using digital marketing, social media, public relations, and
content writing aims to get customers from different market segments to buy the same
product for the same purpose. There could be different decision makers in the sales
funnel who receive different messages but contribute to the overall purchase or sale. Don’t cast a net with a broad reach - Instead, identify those people who have high
potential to buy their product or service. Niche marketing that can start with one and get
quite large will ensure that you start building brand loyalty.

Assess whether or not you think the marketing campaign was effective,
including any evidence of results or feedback from the target audience (for
example changes to participation numbers, attendance data, and changes
in behaviour, social media likes, blogs or testimonials).
In recent decades, media campaigns have been used to influence various health
behaviours in mass populations. These campaigns focused primarily on the prevention of issues,
but also addressed utilisation on several sections, sports-related behaviours, and many other
sports problems. Typical campaigns have placed messages in the media that reach a large
audience, most commonly through television or radio, but also in outdoor media such as
billboards and posters, and in print media such as magazines and newspapers. Contact with such
messages is generally passive and is the result of a fortuitous effect of routine use of the media.
Some campaigns incorporate new technologies (for example, the Internet, mobile phones and
personal digital assistants), but until now, recipients have generally had to actively search for
information, for example, by clicking on a web link, and it is not possible to discuss these
methods in this review contain.
 64% of marketing executives said that word of mouth is the most effective form of
marketing. ... 82% of marketers use word of mouth to increase their brand awareness, but
43% expect WOMM to improve their direct sales.
 An estimated 91 percent of businesses will use social media marketing by the end of
2019, and that includes their competitors! If they want to stand out on social media
effectively, increase traffic to their website, and sell more of their product than ever
before, WebEx’s social media services can help.
Outline any changes or modifications you would make to the campaign,
including reference to Understanding the Sport Consumer (Module Two)
and Market Research
A common challenge for those who are new to marketing is learning about the many marketing
communication tools and methods available today and understanding how to use them
effectively. Fortunately, most of them have first-hand experience of being IMC recipients; like it
or not, they are a consumer and have been the target of all kinds of marketing communications.

Know the difference between an ad that catches your eye and one that just turns off, for example.
You know the line between "permanent" and "annoying" when it comes to receiving marketing
related emails or text messages.

REFERENCES
Books and Journals
Jaworski, B. J., & Lurie, R. S. (2020). First Principle: Map the Buying Process Waterfall. In The
Organic Growth Playbook: Activate High-Yield Behaviors to Achieve Extraordinary
Results–Every Time. Emerald Publishing Limited.
Ofori-Boadu, A. N., and et.al., (2020). A conceptual model of subcontractor development
practices for LEED projects. Engineering, Construction and Architectural Management.
Saad, S. (2020). Urban Injustice, Socio-Economic Neglect and Segregation in Cairo.
Einhorn, M., & Löffler, M. (2021). Transformation of Customer Insights. In The Machine Age
of Customer Insight. Emerald Publishing Limited.
Berg, N., Kim, J. Y., & Seon, I. (2021). A performance‐based payment: Signaling the quality of
a credence good. Managerial and Decision Economics.
Behera, Y. D. P., and et.al., (2021). The Compounding Effect of Investors’ Cognition and Risk
Absorption Potential on Enhancing the Level of Interest towards Investment in the
Domestic Capital Market. Journal of Risk and Financial Management. 14(3). 95.
Al-Dawood, M. (2020). Mastering Enterprise Skills For Potential Entrepreneurs: A
comprehensive guide for understanding the enterprise skills, processes and tools to
succeed in business (Vol. 1). Munther Al-Dawood.
Gajšek, B., & Sternad, M. (2020). Information Flow in the Context of the Green Concept,
Industry 4.0, and Supply Chain Integration. In Integration of Information Flow for
Greening Supply Chain Management (pp. 297-323). Springer, Cham.
ONLINE
World Netball launches 'Your Netball World' campaign with global search for inspiring netball
stories and a once-in-a-lifetime prize, 2021. [Online]. Available through:
<https://www.prnewswire.com/news-releases/world-netball-launches-your-netball-world-
campaign-with-global-search-for-inspiring-netball-stories-and-a-once-in-a-lifetime-prize-
876347318.html>