Petra Buchanan - McGrath Foundation - Case Study - McGrath Foundation – engaging the community...
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THE MCGRATH FOUNDATION:
ENGAGING THE COMMUNITY THROUGH SPORT
Petra Buchanan
CEO, McGrath Foundation
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MCGRATH FOUNDATION VALUES
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• One of Australia’s leading breast cancer charities
• 100 McGrath Breast Care Nurses
• Supporting 28,000 families
• Breast Awareness Program
THE MCGRATH FOUNDATION TODAY
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PULL ON YOUR SOCKS
Pull On Your Socks encourages all sports players
to ‘pink up’ their game
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LIMITED EDITION SPORTS SOCKS
Pull On Your Socks started in 2011 – so far we’ve sold more than 50,000 pairs of socks and raised nearly $800,000
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10 STEPS TO ENGAGING THE COMMUNITY
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STEP 1: DEDICATED EXPERTISE
Our dedicated Sporty Friends team tailors Pull On Your Socks to the audience we are working with so the campaign engages with
the community in its own unique way
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STEP 2: ACTIVATION INTRINSICALLY LINKED TO YOUR BRAND
Sporty Friends media exposure helps link our brand to the campaign -Pull On Your Socks started through our friendship with NRL One Community
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STEP 2: ACTIVATION INTRINSICALLY LINKED TO YOUR BRAND
Pull On Your Socks has a strong story to share and links with like-minded friends to maximise resources
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STEP 3: BUILD ON THE PASSION OF THE COMMUNITY
Pull On Your Socks understands EVERYONE is passionate about their sport – it connects from elite to grassroots players
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STEP 4: KEEP IT SIMPLE
Pull On Your Socks makes it
easy to participate
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STEP 5: EASY FUNDRAISING MECHANISMS
Pull On Your Socks also makes it easy to fundraise for the
McGrath Foundation
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STEP 6: USE OF ELITE ATHLETES TO INSPIRE GRASSROOTS
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STEP 7: CELEBRATE WITHIN THE COMMUNITY
Pull On Your Socks helps communities make their pink celebrations a success
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STEP 8: SCALABILITY
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STEP 8: SCALABILITY
0
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Pull on Your Socks Club Diversity
Number of Registered Clubs
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STEP 9: ACCOUNTABILITY
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STEP 10: REINFORCE YOUR VALUES
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QUESTIONS