DraftStar Marketing Strategy

The Client



2012 – 2013

The Project

DraftStar run AFL training programs for kids aged 11-17. We consulted on their business, brand and marketing strategy with the objectives of increasing awareness and revenue. The first stage was to create a marketing plan that included the development of new messaging, new collateral and a bespoke website. We also managed their social media activity and implemented a national advertising program largely targeting local media. We worked closely with partner organisations such as the AFL and Auskick to leverage opportunities for engagement with our target audience. The strategic review revealed many opportunities, and as a result, we revised their product architecture and launched two new products to lower barriers to entry. In the past, involvement in DraftStar meant attending a training camp at the cost of several hundred dollars, but with our revised line-up, athletes could access DraftStar from as little as a few dollars. We devised, created and launched a program called DraftStar Online – a subscription based online training system that offered “Real footy training, in your own backyard.” We planned and filmed dozens of training modules that subscribers could use to hone specific skills at home. We then launched Skillmaster, a 2 hour training session, which athletes could use as a stepping stone to the more expensive camp product. We also launched the Tim Watson Scholarship program, including securing Tim Watson as the figurehead which helped to access media opportunities for the program, leading to raised awareness of the brand. Cuckoo’s event management skills came into play when we managed the scholarship selection trials, where 300 young hopefuls completed online registration and payment, medical forms and rotated through skills testing and sessions on nutrition, motivation and leadership.

The Interesting Bit

This project is a great example of the diversity of skills that Cuckoo Creative can deploy for clients. From product strategy to social media management, from events to website creation, from branding to pr – we dug into our very large bag of tricks to deliver a targeted program to deliver the results they were looking for. It was also really rewarding to work with kids who have such passion and who are dreaming large.

The Results

The program was highly successful in increasing brand awareness and implementing new revenue streams. The lowering of barriers to entry increased the number of active customers and conversion from entry level products to more expensive products is high. Even better, we’re starting to see some Draftstar kids get recruited and start playing with the big boys!