When COVID put a stop to kayak and canoe competition and closed paddle clubs around the country, Paddle Australia acted fast to find ways to help members of the paddle community.
They needed to quickly launch their Paddle Australia Support Package and its member benefits, including a newly formed hardship fund ‘The Paddle On Foundation’, while also communicating clearly to hundreds of clubs and thousands of members.
The Social Dingo leveraged its strategic communications experience to develop a rollout plan and brought in its content creation resources, including the ability to shoot on water, to create everything the sporting body needed to get the word out and get members and clubs on board.
The plan included launching a new brand positioning tagline: Paddle Australia – With You On The Water.
In just 10 days, The Social Dingo delivered:
Key messaging and tailored communications material to talk to two audiences – clubs and members
Copy for websites, email templates, fundraising sites and more
2 x video scripts
1.5 x days shooting video and photo assets including on and in the water, including working with talent to deliver 12 seperate pieces to camera and 5 interviews
1 x Club communication video
1 x Member communication video
3 x social/website videos on membership, coaching and Foundation
100s of photos
7 x social media graphic tiles
10 x social media posts with photos/captions and guidelines for channel use
Email template for clubs to use
Frequently Asked Questions reference document
Paddle Australia received tremendously positive feedback on the Paddle Australia Support Package and how it was communicated.
The combination of digital and traditional communications ensured a wide audience received important information, which was easy to digest and understand in a timely manner.
Members and stakeholders around the country saw or read the information online, in video, on social channels or in Paddle Australia newsletters.
The package benefits were well received and the Paddle On Foundation received donations to help and applications for support.
The use of videos and social posts also showed the very human side to the entities of Paddle Australia and its state/territory organisations – showing a truly united paddling community.
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