Strategy Marketing, Sales, Communication & Media Structure & Strategies

[Lockhart Road]

Agree Lockhart Road, enjoyed the line about the Chinese billionaires. I was concerned that KT and Kochie amongst others would move on after a few years but there appears to be many fronts we are fighting, enough to hopefully keep these two and their teams busy for a few more years yet. On ambassadors why any club would think Chris Pine and Kym Dillion would be a good choice is beyond me

What do you call a busload of AFC ambassadors going over a cliff?

A piss 'n' wind-fall.

 

[xflamedancer]

What do you call a busload of AFC ambassadors going over a cliff?

A piss 'n' wind-fall.

A good start.

 

[Garibaldi Red]

What do you call a busload of AFC ambassadors going over a cliff?

A piss 'n' wind-fall.

 

[Lockhart Road]

The New York Times coming to town.

http://www.theaustralian.com.au/bus...e/news-story/7bdc1294ba12e7cb35f51c821b6f2a2e

Fairfax set to outline Monday to Friday print closure timetable

Fairfax Media is expected to formally outline plans in 2017 to stop printing weekday metropolitan newspapers, as The New York Times ramps up expansion plans in Australia.

...analysts ... have taken bearish positions on the demise of weekday print versions of The Sydney Morning Herald and The Age.

The cost of shutting down Fairfax Media’s print newspapers is likely to hit $330 million ...
(and) there will no reprieve for the publisher in a digital-only model, Citi said, pointing out that its digital revenues fell 4.5 per cent during the first half of fiscal 2016.

The adoption of a digital-first strategy is putting pressure on a business where income from digital advertising has not grown at a sufficient rate to bridge the gap created by falling print revenues.
The majority of digital spending by advertisers is going to the Google and Facebook online advertising duopoly.

Adding to a crowded media landscape is the imminent arrival of The New York Times, whose left-leaning bias in news coverage is likely to appeal to Fairfax readers.

http://www.theaustralian.com.au/bus...e/news-story/7bdc1294ba12e7cb35f51c821b6f2a2e

 

[Lockhart Road]

(Bump)

CONSUMER BUSINESS

Stephen Shirley	General Manager - Consumer Business & Marketing
Ben Demertzis	Membership Manager
Ben Hurst	Head of Retail & Licensing
Leonie Way	Member Operations Manager
Maria Munoz	Member Services Officer
Adam Papalia	Member Services Officer
Ellen Williams	Member Services Officer
Kim Fryer	Member Services Officer
Dani Debono	Port Store Manager
Lachlan Cameron	Stock Control Coordinator

 

[RussellEbertHandball]

bomberclifford I think you should cut and paste your post of a few weeks ago of how to use the different social media channels in different ways into here. That way it stands out more and someone with a bit of authority might read it and take note.

 

[VineValerian]

(Bump)

CONSUMER BUSINESS

Stephen Shirley	General Manager - Consumer Business & Marketing
Ben Demertzis	Membership Manager
Ben Hurst	Head of Retail & Licensing
Leonie Way	Member Operations Manager
Maria Munoz	Member Services Officer
Adam Papalia	Member Services Officer
Ellen Williams	Member Services Officer
Kim Fryer	Member Services Officer
Dani Debono	Port Store Manager
Lachlan Cameron	Stock Control Coordinator

Is this a good or a bad appointment? Just curious.

 

[Lockhart Road]

Is this a good or a bad appointment? Just curious.

It’s technically a reappointment, as Steve Shirley left PAFC for a marketing role in AFL House and is now back.

I understand that Steve is highly thought of and is welcomed back to replace Oliver Shawyer.

As to whether this is good or bad or in-between I make no comment. Time will tell.

After all, young Oli was supposed to have been a whizz kid recruit of the century whose digital and marketing sales pitch conjured up visions of 100,000 members in record time. He lasted 18 months and membership is falling.

 

[The Burger King]

Lockhart Road is right on the whizz kid, he wasn't fully invested judging by a conversation I overheard in the Port Club, was looking for an exit a long time ago.

Stephen Shirley is a jet. AFL House don't poach nobody's. Here is photo to confirm said jet status.

 

[DaTBird187]

 

[bomberclifford]

Someone had to post it.

 

[bomberclifford]

After all, young Oli was supposed to have been a whizz kid recruit of the century whose digital and marketing sales pitch conjured up visions of 100,000 members in record time. He lasted 18 months and membership is falling.

@Lockhart Road is right on the whizz kid, he wasn't fully invested judging by a conversation I overheard in the Port Club, was looking for an exit a long time ago.

Oli suffered from being an 'outsider' trying to change things up. I don't agree with his 'data trumps brand' philosophy, but he was on a hiding to nothing trying to implement change within an environment like our club over the last two years.

Hopefully Shirley is enough of a Port man with clout that he'll transcend a lot of the rubbish that goes in within the club.

 

[bringbackbucky]

Lockhart Road is right on the whizz kid, he wasn't fully invested judging by a conversation I overheard in the Port Club, was looking for an exit a long time ago.

Stephen Shirley is a jet. AFL House don't poach nobody's. Here is photo to confirm said jet status.

You know Oli has himself been poached by AFL house yeah?

 

[bringbackbucky]

Why do communications and marketing sit in different areas of the org structure? Surely brand and messaging go hand in hand?

 

[bomberclifford]

Here's some cross linking to various comments I've made re social media and branding of the club


Re social media channels

Universal Love - Keith Thomas

I like KT's endeavour over the years to engage supporters with the club but he appears too passive and looks to camouflages it with good spin. Just look at our negotiations with the sanfl and how KT spun the promise of the academy. It was bloody obvious we were handed a rotten egg and he and the...

www.bigfooty.com

Re Twitter

Opinion - Where has the club gone wrong?

I did not renew my 11 game membership after over 40 years of supporting the PAFC, so did my mate also a 40+ year member. We got a 3 gamer so at least I can catch up with some buddies a few times this year. If there seems a good worthwhile game we can always get tickets at the gate. I have been...

www.bigfooty.com

Re Heritage branding

News - Port Adelaide announces co-captains - Ollie Wines and Tom Jonas

Maybe not, but we'd have a single captain wearing #1 and would not be under as much financial pressure due to despondent members dropping off in protest. So it's more about aesthetics and member support than on field success?

www.bigfooty.com

Re Brand process

Prediction - New Club Logo

I was thinking about teal as water under wharf pylons as part of a logo the other day. Looks great here. Not sold on the lighthouse idea though. Perhaps a power pylon instead of the lighthouse, a big mama, latticed steel / silver, black outline. The big mama China power corporation we’ve been...

www.bigfooty.com

Re Monograms and 150th Commemorative logo

Prediction - New Club Logo

It's your ring tone, isn't it Nope - I have the audio equivalent of a photographic memory.

www.bigfooty.com

 

[The Burger King]

You know Oli has himself been poached by AFL house yeah?

I didn't know that. Good for him.

 

[bomberclifford]

Anyone here know who brought in the Sydney agency to do the branding and membership website?

 

[RussellEbertHandball]

Anyone here know who brought in the Sydney agency to do the branding and membership website?

If they have worked with Pinstripe Media, it would be Koch.

 

[The Burger King]

Anyone here know who brought in the Sydney agency to do the branding and membership website?

Definitely a step up from last year.

 

[GremioPower]

We are indeed massaging the media. We started with the national media and now the sub-standard SA variation of the fourth estate is reluctantly tagging along.

AFC have not yet worked out how to project an image that is interesting beyond SA borders. They simply do not have one, a handicap to which a few are starting to wake up.

We, on the other hand, possess the plot for a genuinely film-worthy historical / sports underdog story that, in time, can be produced and projected beyond Australia's shores ...

150-year-old Blue-Collar Aussie Football Club Wins Long Fight vs City Hall en route to Glory on the National Stage.

Release date : 2020.

Of course, another six-in-a-row 2015 - 2020 would help just a little

You have gotten the Blue-Collar part right, at least!

 

[GremioPower]

Oli suffered from being an 'outsider' trying to change things up. I don't agree with his 'data trumps brand' philosophy, but he was on a hiding to nothing trying to implement change within an environment like our club over the last two years.

Hopefully Shirley is enough of a Port man with clout that he'll transcend a lot of the rubbish that goes in within the club.

I have seen this movie in both Grêmio and Internacional so many times it is not funny. Too many interests involved; not all with the good of club in mind. The good news is that, at least around here, changes eventually happen.

It is always a struggle between change and continuity, flow and permanence. The bad news is that not every change is good. Still, one must keep moving on.

Life is about developing through trials and errors. Football is life. Football is about developing through trials and errors.

 

[PhoenixPower]

Oli suffered from being an 'outsider' trying to change things up. I don't agree with his 'data trumps brand' philosophy, but he was on a hiding to nothing trying to implement change within an environment like our club over the last two years.

Hopefully Shirley is enough of a Port man with clout that he'll transcend a lot of the rubbish that goes in within the club.

Can you elaborate on the “data trumps brand” philosophy? That sounds contentious at best

I had many issues with our digital marketing this season just been. Being in a similar industry I was probably more critical than most but between the mixed messaging going out there and little things like poor advertising segmentation etc I think a change is for the best.

 

[bomberclifford]

Can you elaborate on the “data trumps brand” philosophy? That sounds contentious at best

I had many issues with our digital marketing this season just been. Being in a similar industry I was probably more critical than most but between the mixed messaging going out there and little things like poor advertising segmentation etc I think a change is for the best.

My understanding is that his focus was on using data to drive his strategies without an appreciation for the idiosyncrasies of the Port Adelaide brand, resulting in a disconnect with the messaging going out and the audience it was aimed at.

 

[Lockhart Road]

My understanding is that his focus was on using data to drive his strategies without an appreciation for the idiosyncrasies of the Port Adelaide brand, resulting in a disconnect with the messaging going out and the audience it was aimed at.

The sooner you have a beer with Steve Shirley the better.

 

[El_Scorcho]

There has been a noticeable drop in the quality of our social media over the last couple of seasons. Social media was something we were knocking out of the park a few years ago, so this sounds like a good change for us.

Not saying anything negative about the guy who has left us, he had an incredibly tough job to polish an increasingly stinky turd.