GoPlayRugby.com
Cranleigh RFC was happy to be invited as one of the 44 Surrey clubs present to attend the launch of a pilot scheme for the RFU's new recruitment drive for players in the 18-30 age range. Rob Andrew introduced the briefing at Harlequins last week. Cranleigh has now put together it's own plan of action under the leadership of new President Luke Margetts, which will be implimented over the next 8 weeks, including incentives of members introducing new players to the Club. Please further details below & visit the GoPlayRugby.com website via the link or otherwise contact your team captain for further details.
ROB ANDREW LAUNCHES GO PLAY RUGBY INITIATIVE FOR SURREY RUGBY
Go play rugby is aimed primarily at attracting former players back into the sport on the back of the 2007 Rugby World Cup.
We already know the inspiring effect major events can have on recruitment. In the two years after the 2003 World Cup, 50,000 new players took up the sport. We want to repeat that success in 2007 by conducting the first-ever nationwide recruitment campaign. But this time we’re going to concentrate on adult (18-30) players who used to play but for one reason or another don’t anymore.
The RFU has never run a nationwide recruitment campaign involving clubs before. We need to know what works and what doesn’t. That’s why we’re conducting a pilot campaign in Surrey to help us develop the right methods and messages to attract players. And when we’re confident that we’ve got it right, we’ll roll it out across the rest of the Country.
The Surrey clubs involved in the pilot have been divided into two groups: Pioneers and Innovators. Both groups will be supported by the Surrey RFU community rugby team and a specialist marketing and communications company called Dair.
The Pioneers will use carefully crafted campaign materials designed to entice past players back to social rugby. The campaigns will be based on three key themes: Health, Time and Enjoyment.
The Innovators will help us get beneath the surface of the issue by taking part in a detailed research programme designed to find out why players leave the game and what might entice them to return. Online and face-to-face surveys, together with focus groups will help us develop a better understanding of the issue.
Both Pioneers and Innovators will benefit from a countywide advertising campaign aimed at reminding former players about the fun and good times they experienced when involved in the game. Using the theme of Thank you rugby, the campaign includes radio, SubTV, passenger panels on buses, posters, postcards, beer mats and a series of radio ads and viral campaigns.
A web site www.goplayrugby.com and helpline 0870 999 2007 will guide players to their nearest club. A scheme wherein clubs earn points for any players recruited which they can convert into prizes will provide an added incentive.
The Surrey pilot will be launched to clubs by Rob Andrew at Harlequins FC on 11 October and run until the end of December at which point what we’ve learned can be incorporated into a national campaign in time for the World Cup in September 2007.
