Sports Aviation Federation of Australia case study

Recreational sport

Sports Aviation Federation of Australia case study

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About Sports Aviation Federation of Australia

The Sports Aviation Federation of Australia (SAFA), formerly known as Hang Gliding Federation of Australia (HGFA) is the sporting body that administrates Hang Gliding, Paragliding and Weight Shift Microlights in Australia under regulations laid down by the Civil Aviation Safety Authority (CASA).

The Brief

SAFA engaged the Sustainable Marketing Services team in July 2016 as their outsourced marketing team to help increase member retention and elevate the sport's visibility.

The scope includes strategic marketing planning, member research, digital marketing, public relations, member communications, social media, crisis communication and change management communications.

Sustainable Marketing Services creates and executes annual strategic Public Relations campaigns to put sports aviation into the spotlight through mainstream media, regionally and nationwide.

Today Show with Georgie Gardner: SAFA's glider simulator and attendance at Wings over Illawarra

Marketing at a Glance

In 2016, we started working with the SAFA to develop a marketing strategy and public relations strategy. From this, we have continued to deliver the following:

  • Marketing Planning: Strategic integrated digital and traditional marketing planning
  • Brand Positioning: Differentiating SAFA from other airsports, including modernising the logo for the then HGFA (now SAFA)
  • New website. Creating a digital strategy web brief, crafting web content and managing the creation of the new website
  • Public Relations: Conducting PR campaigns for key air sports events and about key pilots with National, state, local and regional coverage
  • Member Communications: Creating AirWaves newsletters and articles for SkySailor magazine
  • Member Research: Creating, conducting and analysing the annual member survey.
  • Marketing Communications: Creating content for marketing brochures
  • Social Media: Creating a social media strategy, content and management for Facebook, Instagram and YouTube
  • Crisis Communications: Creating a crisis communications process and creating crisis communications (when required)
  • Change Management: Running a change management project to engage with members about changing the company name and getting members to approve both the name change and change of company structure

The Results

The profile of the Sports Aviation Federation of Australia and the air sport continues to be elevated.

The marketing has delivered an improvement with member satisfaction and engagement as well as an increased demand in the sport- resulting in new memberships. Facebook fans have grown and engagement with their members on Facebook has increased substantially.

Regular public relations campaigns to promote various aspects of sports aviation have helped to increase awareness of SAFA and its affiliates in the mainstream media. This brand awareness is crucial in attracting more members to SAFA and creates credibility for sports aviation in Australia.

The positive stories promoted through broadcast, print and online have been prominent across many regions of Australia, particularly those that have a keen interest in paragliding, hang gliding and microlights.

Some of the media coverage we have achieved

  • Ken Hutt’s attempt to be the first person to legally paraglide off Mt Everest – Illawarra Mercury, ABC Illawarra radio interview and online article
  • Sports aviation’s 60th anniversary – ABC radio interview and online article. (Here is a recent radio interview by ABC Illawarra about SAFA's 60 year anniversary.)
  • Various competitions and events being held in Birchip, VIC, Manilla, NSW and the Sunshine Coast, QLD
  • Australia’s only competitor in the Red Bull X-Alps, Rich Binstead – Red Bull website, Cross Country magazine
  • The Paragliding World Cup – Cross Country magazine.
  • Today Show discussing the start of the Bright Paragliding World Cup 2018 (check out Today Show coverage on Bright Paragliding World Cup 2018 here)

Example of PR covererage: Illawarra Mercury on Ken Hutt and Marcus Loane's flight off one of Nepal's tallest peaks

Flight off Lobuche Peak, Nepal

Testimonial

"Sustainable Marketing Services has helped us think more strategically about marketing. Their expertise in understanding the marketing of air sports, hang gliding, and our members means that Maria and her team are able to direct our focus to the right activities that perform better- overall it means we get a better ROI.

During the time that Sustainable Marketing Services has worked with us, I'veI've seen the professionalism of our brand improve. The profile of our brand as a safe sport is also increasing.

Our members have complimented us on our new, professional website, which brings the thrill of pure flight to life. The website adds considerable value to our members with tools and information to help them get the most out of their sport, safely.

At all times, I can now get on with doing my job as the Chief Operations Officer, knowing that I have an expert marketing team focused on elevating our sport, growing and retaining our membership.

I like the fact that I know they are committed to continually improving their marketing expertise by making improvements to our marketing strategy, ensuring we have a leading edge and stay at the top of our game.

Importantly, they understand that we are a NFP and that we need to be prudent with our members'members' money. Maria and her team stick to the allocated budget and come up with creative ways to make sure our money goes further.

Even more important, the team are dedicated, committed to getting us the best results, are a great bunch of people, and act with integrity and honesty. We would recommend Sustainable Marketing Services to other organisations."

Brett Coupland, Chief Operations Officer, SAFA

Examples of SAFA Marketing flyers

Sports Aviation Federation of Australia Marketing flyers

Where to from here?

Feel free to give us a call, email, or use our contact form to discuss your project and how we can help you.

Call us on 07 3446 5837 or 0402 095 699.

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