Reaching for the STARS .
Our strategy focused on highlighting the importance of staff referrals to the business and to keep this in the day to day mind-set of the staff on the ground.
To launch the campaign we provided the 29 channel champions around the UK with a ‘Kick Start Tool Kit’ including promotional materials, opportunity spotting tip sheets, office lead tables and desk drop reminders as well as templates and suggestions for driving referrals.
To keep engagement levels high through the year we developed Bi-Monthly fun themed “Focus Days” where staff were encouraged to dress up and take part. Support material such as office decorations, themed quizzes and suggestions on the day’s activities were provided. A real focus on fun and competition was introduced through activities such as ‘best fancy dress’ and quizzes, with prizes such as an early finish on a Friday. A total of 92 Focus Days were held throughout the year across all UK offices.
In order to drive referral activity in non-themed months, local offices ran monthly competitions to encourage day to day referral activity. This was supported by a continuous internal communications programme and desk drop series with regular materials delivered to support the awareness of the campaign.
To encourage competition, league table posters were produced on a monthly basis and distributed to all UK offices.
Armed with compelling visuals that represented both the club and the concept commissioned by Umbro, all 19/20 kit launches were well received by fans. Ecstatic with the results, clubs including Brentford F.C. commissioned additional video footage to be used as supporting campaign material.
The campaign was hugely successful, with it emphasising Umbro’s core values about football – these being authentic, joyful and for everyone. It’s also left a lasting legacy, with all eight clubs now owning a collection of unique and authentic images.
