— The Client

Cricket Australia is a household name in Australia, representing and managing one of the nations most played games.

In 2017, Greenpoint Media was appointed the public relations account for the Cricket Australia Community Portfolio, with our scope including public relations, content marketing and campaign development surrounding amplifying the diverse, inclusive and dynamic nature of the sport to all Australians.

Category
  • —Lifestyle
Services
  • —Brand Identity
  • —Content Marketing
  • —Influencer Marketing
  • —Public Relations

— The Situation

Amidst a rapidly changing media landscape and general public perception, Greenpoint Media, in partnership with our video production agency partner, Marketable Video Production, has been instrumental in developing the now ongoing Community Champions campaign, which sees us telling the sports most impactful stories across the nation

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— The Solution

Community Champions is a campaign for the people. It is the very essence of what sport stands for in Australia: community and pride. Greenpoint Media strategised and conceptualised the Community Champions campaign alongside key Cricket Australia internal stakeholders to deliver a platform that represents the inclusive, dynamic nature of the sport.

As the brand was under constant media scrutiny due to off and on-field drama – Community Champions has become a critical campaign from a reputation and image enhancement perspective.

— What did we deliver?

STRATEGY:
From the inception of the campaign all the way through to platform, content gathering, go-to-market strategy and execution of all communications. Essential the research and identification of stories in the cricket community that are then developed into high impact video and written case study material that is leveraged across owned (a Community Champions web platform, CA social channels, eDM and more) and earned channels – creating major impact across key registration periods.

BRAND IDENTITY:
Working alongside the chosen brand agency to ensure the key messages and objectives of the campaign were executed into a brand identity, and a standalone online platform. Check it out here!

PUBLIC RELATIONS:
Launch of the campaign, identification of community stories and ongoing distribution of the content to ensure mass reach.

CONTENT MARKETING:
Development of a content strategy across social, written articles and video (via agency partner MVP).

ACTIVATION STRATEGY:
Working alongside Cricket Australia to activate the campaign offline via internal launch events as well as subsequent speaking opportunities for Community Champions.

— Results:

PR Black
Public Relations

200 million - Combined Estimated Reached

Global, national and local Press Coverage

Led to multiple commercial & network outcomes for Cricket Australia

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— Client Feedback

‘Greenpoint Media was appointed to our grassroots cricket campaign, to assist us in telling the unique stories that make cricket the inclusive sport it is. Throughout the campaign period, Greenpoint Media went above and beyond our expectations to ensure stories were delivered around Australia, with coverage achieved in both local, mainstream and niche outlets. It was wonderful to see Cricket Australia employees share the stories with each other, all who commented on how great the campaign was.’
– Adam Cassidy, Diversity & Inclusion Manager – Cricket Australia

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— Summary

This campaign was borne from the desire to connect with fans and the non-converted on a deeper level and to show them the sport is about more than runs and wickets – but about mateship, camaraderie, diversity and community.

Greenpoint Media developed a content gathering process that engages and incentivises the PEOPLE to contribute and engage with the campaign and to tell the stories that matter to them.

With coverage spanning a wide range of media from mainstream and international, through to lifestyle/family focussed publications and local media, Greenpoint Media was able to hone in on the reach objectives of CA that spanned beyond the sporting world.

In its second year, Community Champions is now garnering interest from major corporate sponsors, with Specsavers now a campaign sponsor, leading to more commercial opportunities for CA.

Most importantly, the campaign is engaging and showing Australia (and beyond) that despite all the noise, cricket is a game for ALL Australians.

Community Champions will now be the stalwart campaign of the community and grassroots portfolio for Cricket Australia.

Client: Cricket Australia
Website: Community Champions

— Other Case Studies