Go Play Rugby will be the LARGEST sporting recruitment campaign in the UK ever!
600 Clubs
6000 Players (aged 16 - 30 years old)
100 Universities
Dedicated Support Network
National and Regional Media Campaign
Rugby World Cup 2007
Introduction
Go Play Rugby is a new campaign from the RFU, planned to attract former players back into the sport on the back of the Rugby World Cup 2007.
We already know the inspiring effect major events can have on recruitment. In the two years after England won the Rugby World Cup in 2003, 50,000 new players took up the sport. We want to repeat this success in 2007 by conducting the first ever nationwide recruitment campaign. But this time we're going to concentrate on players in the 18 - 30 age group who used to play but, for one reason or another, don't anymore.
A nationwide advertising campaign involving print, broadcast and online media will support the initiative. Clubs across the county will be equipped with recruitment kits containing advice and materials to help them run their own local recruitment drive. The campaign will also advise clubs on providing a warm welcome and positive experience for new and returning players alike, which in turn will help retain existing members.
The RFU has never run a nationwide recruitment campaign involving clubs before. A pilot helped us develop the right methods and messages to attract players to your clubs. Now we need your help to roll it out across the rest of the country.
Who are we trying to recruit?
We want to recruit as many people into the game as possible. In particular we want to target individuals who have had some previous involvement with rugby yet for one reason or another have left the sport. They may have played at school but lost touch with the game when they moved on to work or college. They may have played regularly for a club team until the competing pressures of work or family meant that something had to give.
We believe that we can entice many of these individuals back to the game. It might not be full participation in regular 15-a-side games and training but perhaps a less formal, less time consuming involvement. We will have to consider the environment and atmosphere of our clubs to encourage returning players.
We know there are many former players out there who would love to play again if they could organise their lives to accomodate it! What we have to do is offer ways they can come back and play!
How are we going to do it?
A national recruitment campaign on the back of the Rugby World Cup 2007 will awaken a passion for the game among new and former players alike. Keen to become involved these players will be driven towards clubs who will be prepared and equipped to meet and receive them and bring them home.
National Campaign
To support the recruitment drive there will be a nationwide advertising campaign. This will have two key themes:
HEALTH: The campaign attempts to persuade former players that they can improve their health and fitness by returning to the social and team-focused world of rugby.
TIME: Many players find it difficult to reconcile the competing demands of regular matches and training with work and family. This campaign aims to show them that there is an alternative in informal social rugby.
A media mix including television, radio and electronic channels will be used to generate a 'buzz'. This type of national media is usually well beyond the reach of community rugby clubs. By joining the single national advertising campaign every rugby club will be promoted. Broadcast timings will be available via
goplayrugby.com
Local and Regional Press Packs
Press packs will also be sent to appropriate local radio stations and newspapers. The packs will contain key information, images, logos and contacts to ensure that the media have the best possible opportunity to cover your local club events. A list of contacted radio stations and newspapers will be posted on
goplayrugby.com along with details of the press packs.
How are we going to do it?
Club Resources
Each priority club will get a FREE pack including an outdoor banner, business cards, beer mats, posters and car window stickers. These are high quality, professionally designed items and will promote the 'health' and 'time' themes. The quantities a club receives will depend on the size of the total club membership.
The way that these resources are used is vital. The pilot project showed that little things make a BIG difference:
- A 'pub trawl' by taking a team of current male and female players out on the town in club regalia handing out business cards.
- Putting banners outside pubs on the busiest roads in town.
- Including goplayrugby.com in match reports.
- Asking businesses, like the local kebab shop, to display posters at the till.
- Sending video clips and e-shots to lapsed players.
- Approaching your local gym.
The RFU has made a very significant investment in campaign resources. However by using those resources creatively, it is the clubs who will benefit from that investment.
What help will I get?
goplayrugby.com is the official website of the campaign.
Potential players will find the home page of the site is targeted towards them. It uses the campaign themes to encourage former players to start playing again. On the site they'll find information about local clubs, what they offer and how to contact them. There is also a returners' hotline that will appear on all advertising material. This will encourage former players to call 0800 980 2007 for more information about clubs in their area and how to return to the game.
Participating clubs and CBs can log into a special area of the website where they will find everything they need to run a successful recruitment campaign.
goplayrugby.com is a resource designed to support you throughout the campaign. Full details of the incentive programme can also be found, including how to register players and claim prizes. A series of links will guide users to other useful websites, including the RFU Community Rugby site, which contains a wealth of advice and information for clubs.
For further information please contact
Liam Nicholls (Rugby Development Officer - Cumbria)
RFU.com 
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