People Power

In January 2004, Communicate Sport was commissioned to develop a communications programme that could assist a recruitment company in establishing loyalty and rapport with HR Managers from sports teams and governing bodies. We reviewed and researched the market and developed a membership group called People Power - to provide insight and intelligence to the HR community, whilst also providing an opportunity for a recruitment company to communicate regularly with their target market, build up brand awareness, break down scepticism, and ultimately deliver on the original brief.

The People Power initiative required additional partners to make it viable, so we reviewed the market, and sourced support from other key stakeholder organisations - a specialist sports employment law firm, Sport England, Nationwide and other training and career development specialists. With this pool of knowledge in place, we developed a website, newsletter, annual conference and series of networking events to service the sports HR community. We built a database, and marketed the organisation, which was free to join, to the target market. In just one year, we had over 200 members in place, and each of the member organisations had an opportunity to communicate with this group in a positive, and beneficial environment.

Communicate Sport developed and managed the initiative until it was at a stage where the stakeholder organisations could take over the reigns and run the programme themselves.