St.George is one of Australia’s leading Retail and Business banking brands. Our credo is “people helping people” and we hold this at the heart of everything we do. We express this philosophy through our major sports partnerships – Queensland Rugby Union, St George Illawarra Dragons men’s and women’s rugby league, and GWS GIANTS Australian rules football. Ultimately, our primary partnership objective is to grow brand consideration.
Following the success of the inaugural St.George Footy Grants program, we relaunched in March 2020 for the second year with the objective of helping players and clubs achieve their footy dreams.
Within a fortnight COVID-19 had struck; community sport was thrown into disarray, and sports clubs across Australia were doing it tough and facing an uncertain future.
With the support of our partners, The Reds, Dragons and GIANTS, we worked quickly to re-position the existing Footy Grants program with a clear focus: to help keep footy dreams alive. We relaunched with:
Double the amount of available funds
Extended entry deadlines
Ability to provide financial assistance, quickly
Our relaunch was met with overwhelming success, smashing social and digital KPIs as well as receiving 50% uplift in grant applications YoY.
We got to share the in excitement of letting successful applicants know, a grant was coming their way. We captured some of these and created a video compilation which was shared across social and digital channels. We also shared some of the moving back-stories behind some of the applications online, and via PR amplification.
Activity is still ongoing so final results aren’t yet known however, there has been no better evidence of effectiveness than the reactions of our grant recipients, showing just how much the funds are needed and how important community sport and local clubs are to so many Australians.
LEADERSWEEK.DIRECT/ / 5-8 October 2020
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