Mount Martha Soccer Club Attracts New Female Talent Through Successful Recruitment Film
Mount Martha Soccer Club was one of the Mornington Peninsula’s fastest growing soccer clubs in 2022.
With this growth came a high demand for the introduction of a Senior Women’s side.
Ahead of the 2023 season, Mount Martha Soccer Club aimed to strengthen their female playing group, by recruiting established, adult women, to play alongside their current junior women, as part of the club’s debut Senior Women’s team in season 2023.
Client:
Mount Martha Soccer Club
Year:
2022
Location:
Mount Martha, VIC
The Challenge
Entering a new side into the Football Victoria Women’s State League is no easy task, even for the most established of clubs.
For Mount Martha Soccer Club, the demand of female players was there to be seen. However, the number of senior, adult players, was lacking.
To introduce their first senior side, the club needed to attract the talents of adult players.
To do this, the club set out on producing a recruitment film, of which they would publish across social media platforms, and use as a paid advertisement on Meta and YouTube.
Mount Martha Soccer Club reached out to us at Fixon Media Group in October of 2022 to get this project underway.
The Solution
As the club was introducing a brand new team, their Senior Women’s team would be entering the lowest division of Victorian State League Football, Division 5 South.
As a result, attracting top tier talent was always going to be difficult.
We proposed the idea of leveraging the 2023 Women’s World Cup, held in Australia and New Zealand, alongside an evident happy team culture, to attract talent to the side.
The Women’s World Cup was shaping up to be a monumental influence on the Women’s game in Australia, creating history, enabling more and more young girls to start playing soccer.
We decided to intertwine this idea of ‘creating history’ into the voiceover script.
This empowered prospective players to take action on a personal level, alongside the already National action being undertaken.
To highlight the team culture, we proposed crafting a personal touch to the film.
This included a voiceover by one of the young, junior girls within the current Mount Martha Soccer Club team, to convey a sense of relatability and trust.
Likewise, actions such as the team walking together, encouraging each other, and the inclusion of the coaching staff, were all deliberately chosen shots to communicate a close knit, team environment.
The Result
Through the 30 second recruitment film, Mount Martha Soccer Club was able to successfully recruit a full squad of players for their debut season of Senior Women’s football.
A further benefit was realised through the attraction of a highly experienced coach, who joined the team ahead of the 2023 season.
The Club were thrilled with the result of the film.
As their debut season progressed, the team went from strength to strength, winning the Women’s State League 5 championship convincingly by 7 points. This saw them gain promotion to State League 4 in their first season of play. A terrific achievement.
