One fan in every fourth seat in your stadium will be suffering with their mental health.
It is now more and more clear that professional rugby clubs should be actively assisting and promoting the mental wellbeing of their fans and all those who interact with their brand.
The withinu Mental Health Playbook will do this and lots more for your club and your fans.
It will help to build and maintain the mental wellbeing of your supporters every week for a whole year.
It will build your brand reputation like never before, giving you continual quality outbound content and will gather key data and ultimately increase your reach and commercial revenues.
At withinu, we understand that Clubs want to help their fans with their mental health and show them that they understand the day-to-day issues their community is facing. We also know that Clubs want to show that the relationship between the club and fans is not just one way - that the Club will also support its supporters.
Clubs want to be able to offer innovative options to their commercial partners to help them achieve their goals.
The thing is a lot of clubs don't necessarily know how to effectively undertake a sustained, meaningful campaign of mental health support for their fans.
Also, regardless of the tier they play in, they haven't really changed what they offer to their commercial partners for a long time.
A lot of commercial departments are literally offering the same options as their competitors: Sponsorship & advertising across the same mediums.
Clubs might not have the necessary expertise in Mental Health to be able to launch a sustained campaign and have exhausted the medium that The Playbook is delivered on - their email marketing.
Also, they do not own the majority of their fan data. It is held by Facebook, Twitter, LinkedIn, Instagram, TikTok and YouTube.
Professional rugby clubs have an already emotionally sold fanbase but some are struggling to offer their commercial partners anything new in terms of support and marketing options to maximise the massive potential & gravity the club has towards its supporters.
Rugby clubs are in the most powerful position to help their fans with their mental health. There is already a massive emotional connection there and when the clubs talk, the fans listen.
The thing is that the majority of communication from the Clubs to the Fans is one way: buy from us/support us.
We understand that Clubs want to have a reciprocal relationship with their fans and need to have more options to support their commercial partners in achieving their goals.
MENTAL HEALTH IS AT THE TOP OF EVERYONE'S AGENDA....
.....but very few organisations are actually being proactive about supporting their stakeholders.
Most are simply paying a lip service to Mental Health.
Professional Rugby Clubs have the perfect audience with which to lead the dialogue on Mental Health. Your fans already have a strong emotional bond with your brand and all that it encompasses. The majority of your fans will be men and children - two groups that are hardest to engage on Mental Health with, but the two groups who will be the most responsive to messages from the Club and the Players.
Your Club is constantly selling to every person they touch, and every person your Club touches has Mental Health.
Your bespoke, branded Mental Health Playbook will put your Brand, Players, Key Staff and Sponsors in front of all your fans and the wider consumer ecosystem in which you wish to influence, helping them all with their Mental Health, direct to their inboxes on an ongoing weekly basis for a whole year.
This is a full year's campaign as people's mental wellbeing doesn't stop in the close season. On the contrary, many fans will struggle more with their mental health during the season break, as for many, the game on the weekend is the only release they have.
Your bespoke Mental Health Playbook is designed by us, using existing Player, Key Staff and Commercial Partner images. Instead of the examples you see on this page, the images within the tips will be your Players discussing what they do to assist themselves with their Mental Wellbeing.
Your Team Manager/Coach or Chairperson/CEO supplies an introduction to the Playbook outlining the stance your Club takes towards Mental Health and the Mental Wellbeing of your Fans, Players and all other stakeholders.
We build you a landing page and a sequence of automated emails where your Fans sign up to begin receiving your Mental Health Playbook. You promote the landing page on your website, social media pages and on match days via scannable QR codes throughout the ground and in your match day programme. Fans scan the QR code which triggers the automation of your Playbook, where each subscriber gets one mental health Tip per week all season from their heroes, direct to their device via email.
This is how you begin to gather even more fan data, turning social media followers into data you own. Fans sign up and receive an email every week throughout the season with a Mental Health tip from your Players and Key Staff.
Social media followers are great, but without an email address, you’re at the mercy of a social media algorithm that prioritises adverts over your content. Building your followers on Social platforms alone is a mistake.
Fan data is vital for the long term sustainability of any sporting institution and the more customer data you have, the more valuable you are to potential Commercial Partners.
THE MOST EFFECTIVE COMMERCIAL EXCHANGE TOOL YOU WILL EVER HAVE
In today's business climate, building reputation and brand is done by advising, influencing, persuading, consulting and networking.
Give people something of true value that connects with them emotionally and they will, in turn, listen to you and interact with you on a deeper level.
First and foremost, the withinu Mental Health Playbook is about supporting your supporters.
When your Club and Commercial Partners are seen to be pioneers in the mental health space, you will build a strong, emotional connection with your target markets and further increase your commercial revenues. Current and potential Club Partners will want to become involved in this initiative.
Your bespoke Mental Health Playbook will help you build and maintain the wellbeing of everyone it interacts with, enabling you to communicate with them effectively over the long term and ultimately increase your brand goodwill and commercial revenues.
Watch the video for a snapshot of what your Mental Health Playbook will achieve.
Just click the play button below.
Connect deeper with your fans
Raise & promote mental wellbeing
Support your supporters
Unique & engaging weekly content
Be a pioneer in your industry
Increase your key fan data
Increase commercial revenues
Share on social media channels
We help a club go from
One that only offers what the others do in terms of mental health support for their fans (that fans have to go looking for) and a Commercial Team that is maybe stalled on pushing the same products to the same companies, season after season.
The same club that allows its social feeds to own its fan data and relies on an algorithm that will prioritise adverts over its content.
To
A club that is at the forefront of mental health support for their fans by offering them a reciprocal relationship that sends advice and guidance directly to their device weekly.
One that offers their commercial partners a whole new branding and marketing experience, enabling them to collaborate on the club's new initiatives.
A club that now controls their own data and farms it from their social media feeds.
A club that is a pioneer in the mental health space and highly regarded by its peers and the media for that.
A club that challenges conventions and creates strategies that drive engagement, build preference and deliver commercial success.
PRICING MODELS Three options for you to choose from:
OPTION 1
100% Investment
Your club invests 100% of the price of your Playbook. You bring in your commercial partners and make profit on your Playbook.
Your club invests 50% of the price of your Playbook and withinu works with you alongside your current/potential commercial partners to top up the remaining amount.
withinu gives your Club 25% of all income over an agreed threshold and donates 5% of all revenue to your Foundation/Community Charity.
Your club invests ZERO of the price of your Playbook and withinu works with you alongside your current/potential commercial partners to raise the remaining amount.
This option will most likely mean inviting more partners into the initiative.
withinu donates 10% of all revenue to your Foundation/Community Charity.
We design, build and automate fully branded emails for you, which include commercial partner logos etc as required.
Imagery
We work with existing players & staff images and design around those.
Landing Page
We build a fully branded landing page for you where fans input their email address to receive the Playbook and trigger the automated emails - again, including any relevant commercial partner logos.
Social Media
We build a totally unique 12-month social media campaign incorporating interactive nutritional & physical tips from your Club to your Fans, resulting in a huge increase in engagement and follower satisfaction levels.
This is a full year's campaign
Your fans' mental health doesn't stop when the season does. On the contrary, many fans will struggle more with their mental health during the close season, as for many, following their team can be the only release they have.
Everything is flexible, so for example should a player leave/arrive throughout the Playbook campaign, we can amend anything as required.
As the campaign builds and Commercial Partners want to get involved, we can amend all designs to include their branding etc as you wish. This campaign allows your club to offer a totally unique opportunity to current and new Partners, realising a brand new revenue stream for the Club.
As you would expect, everything is subject to your input and sign off - nothing leaves without the Club's approval. If you have any ideas outside of the core product, we will implement them as required.
This is a bespoke campaign, designed around your needs, so within reason, whatever you would need us to do, we will. We will take as much of the work from you as you require and again, nothing happens without your approval.
Your Playbook is a legacy product that not only has massive CSR benefits - it will create a lasting impact and give your club the edge when seeking out new top-level commercial partners.
Do you want help build & maintain the Mental Wellbeing of your Fans?
Do you want to increase your social media reach and engagement?
Do you want to lead the dialogue on Mental Health in your sport?
Do you want to increase your Commercial Revenues & gather more key fan data?
Do you want to offer your Commercial Partners visible, valuable, actionable content?
Do you want to create an even stronger emotional connection with your Fans?
If so, enter your details below and we will send you your bespoke Playbook Pitchdeck outlining how it will work for your Club and your Supporters.
We need the name of your Club so we can design the Pitchdeck around your brand.
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