South Yorkshire School Games
The South Yorkshire Sainsbury’s School Games are designed to inspire young people of all abilities and backgrounds to participate in school sport. We were tasked to develop a creative campaign to promote the Level 3 School Games winter finals – a major, multi-sport festival held in Sheffield.
Our brief was focused on achieving four key objectives:
With a limited budget available, creativity was key to achieving the objectives.
We set up a partnership with a local university to recruit and train a team of PR students to volunteer at the Games, giving them valuable live event experience but also increasing the coverage of the event.
With the majority of the target audience under the age of 18, we focused our campaign work on social media to engage with young people through Twitter and Facebook.
Traditional media relations was also used to engage with the schools' decision makers – head teachers and PE teachers.
We developed a partnership with Sheffield Hallam University to identify a team of PR students to act as media volunteers on the day of finals to capture content for media and social media. We delivered training for the students so they were equipped to source photos, quotes, write blogs and film video footage throughout the one-day event.
A partnership was set up with Sheffield Newspapers to ensure a high-level of profile for the Games through relevant titles including the Sheffield Telegraph and the South Yorkshire-wide Star. The newspapers were supplied with news and updates. We utilised two key standalone events in the run up the finals – badminton and trampolining - to build interest and excitement and position the Games as a must-attend event.
We focused social media activity around Level 2 qualifying events and the winter finals with regular news and updates on the Games’ Twitter and Facebook accounts. During the Games, pupils were encouraged to share their experiences with tweets appearing on a live Twitter feed in the venue where the event was held. Social media details were promoted around the venue to encourage schools to create a buzz about the event.
We also developed a database of local businesses to target during periods of high publicity for sponsorship or in-kind support of the Games.