AFL Swisse Quality Club of the year
Celebration of the FootyNation
What is the Swisse Quality Club of the Year

Swisse are Celebrating the Grassroots FootyNation of Australia

From July, Swisse and the AFL are calling on AFL Swisse Quality Clubs to send in a video that
Celebrates’ their clubs greatness.

All local Clubs who have reached bronze, silver or gold standards will be eligible.

To enter, eligible Clubs will submit a video to the Swisse Facebook page that focuses on “Celebrating
why your Club is great” and has a link back to the Swisse values of Health and Happiness, and 4P’s

Clubs have 6 weeks to put their video together, before the voting process begins to determine
Australia’s Swisse Quality Club of the Year.
Participation incentive
•
Over to $20,000 worth of prizes to be won
•
The Swisse Quality Club of the year will be showcased in the Chanel 7 coverage of Brownlow Medal
night.
•
The winning club will win tickets to the Brownlow Medal, be interviewed on the Brownlow Medal
Swisse Red Carpet, win the Ultimate Sportsman’s night package, and receive a $5,000 cash prize from
Swisse.
•
The 10 finalists will also receive a Swisse pack valued at $1,000 and have a chance to win one of three
$1,000 cash prizes for your club.
Communication Plan Snapshot
Swisse.com
• The campaign will run from July 1 to September 23
• There will be one item of planned communication every week of the campaign
AFL.com
• We will be seeking support from AFL.com to help launch as well as build and maintain campaign
momentum. We will specifically be asking for support through the initial launch period, our call for the
public to vote, and for the winning announcement.
Network 7
• The prize relies on Swisse, Seven Network, and the AFL being able to guarantee an interview with the
winning Club’s representative at the Brownlow Medal Swisse Red Carpet
• Other Seven Network contributions include
• Announcement of the winner on AFL Game day program on September 22
• Play Hawthorn Quality Club video during half time of July 6 game vs Geelong
• Play AFL HQ Quality Club video on AFL Game Day on July 14
AFL local club database & State based AFL websites
• We will connect through a one to one DM campaign thast keeps this database informed and engaged
throughout the campaign.
Communication plan - Club engagement and participation
Date
Purpose
Content
Medium
July 1
Launch
•
•
•
•
Tom Harley Video
Media Release
Poster to clubs
Quality Clubs booklet
•
•
•
•
•
Herald Sun
Swisse.com
AFL.com
Local club email database & Direct mail
AFL State affiliate website
July 6
Build momentum and
engage local clubs to
participate
•
Hawks Quality Club example
•
•
•
•
C7 Saturday night football, Hawks v Cats half time content
Swisse.com
AFL.com
Database
July 14
Build momentum and
engage local clubs to
participate
•
AFL HQ Quality Club example
•
•
•
•
•
C7 AFL Game Day
C9 Sunday footy show
AFL.com
Swisse.com
Database
July 22
Engage and encourage
participating clubs to
submit video
•
Swisse team Quality Club example
•
•
Database
Swisse.com
July 29
Engage and encourage
participating clubs to
submit video
•
Tom Hafey Video on Quality Clubs
•
•
•
•
Database
Swisse.com
AFL.com
AFL State affiliate websites
August 5
Engage and encourage
participating clubs to
submit video
•
•
Montage of some of the Quality Club entries to date
Media release - last week to submit video’s
•
•
•
•
Database
Swisse.com
AFL.com
Herald Sun
August 12
Launch voting period and
connect with local
winners
•
•
Load all video’s on to facebook
Media release
•
•
•
•
•
All media
Local/ regional news papers and TV of finalists
Database
AFL.com
Swisse.com
August 19
Encourage voting
•
•
Montague of finalists
Media release - Last week of voting
•
•
•
•
AFL.com
Swisse.com
Database
AFL state affiliate websites
August 26
Voting Closed
•
Thank you letter
•
•
Swisse.com
Database
Communication Plan - Countdown to the Brownlow
Date
Purpose
Content
Medium
September 2
Announcement 1
•
First runners up video
•
•
•
•
Swisse.com
AFL state affiliates website
Club specific Local media
Database
July 6
Announcement 2
•
Second Runners up video
•
•
•
•
Swisse.com
AFL state affiliates website
Club specific Local media
Database
July 14
Announcement 3
•
Third Runners up video
•
•
•
•
Swisse.com
AFL state affiliates website
Club specific Local media
Database
July 22
Swisse Quality Club of the
year announcement
•
•
•
Winner video
Winner interview – AFL Game day
Winner interview – Brownlow red carpet
•
•
•
•
•
•
•
C7- AFL Game day (announcement)
C7 - Brownlow Medal Swisse Red carpet (interview)
Swisse.com
AFL state affiliates website
Club specific Local media
Database
Herald Sun
Community Impact
There are currently 2546 Local Clubs, and only 513 Clubs registered as AFL Swisse Quality Clubs.
The Aim of the program is to raise the standards of local clubs to ensure that all people playing the game
are able to play in a safe and healthy local club environment.
The program is inline with the Australian Governments Good Sports program to raise the standards of
Grass roots sport participation
With Swisse involvement, we aim to increase the uptake of Clubs in the Swisse Quality Club Program by
100% in the first two years.