Hull KR Marke ng Internship Summer 2016

Michael Sellers

‐Reference from my Internship Manager

Michael has been an enthusias c, hardworking and popular addi on to our team over the summer during his internship. He has worked relessly to deliver some successful key projects such as the revision of our 2016 brand guidelines and the relaunch of the Rovers Reward scheme.

Craig Franklin, Head of Marke ng for Hull Kingston Rovers FC

This por olio highlights some of the key work I have done in my internship at Hull Kingston Rovers from

June‐August 2016. There are a variety of roles and tasks I have been given in a variety of mediums, it was a

great experience and I am very thankful to have been given this opportunity.

Rovers Reward Scheme

One of my major roles was to revive the Rovers Reward

Scheme; where season pass holders at the club could re‐

ceive discounts from various establishments in Hull. I up‐

dated the rewards available on the site using a site editor

as some of the companies no longer exist or no longer

offer the reward and then also published new companies

and new rewards. A er this; I used social media to pro‐

mote the campaign which will run up un l November.

This gave me a large amount of experience of using social

media to a larger extent.

RNLI shoot

Hull KR teamed up with the RNLI to make a charity shirt

where the proceeds went to the RNLI. I was involved in the

photoshoot of this campaign, helping ac vely in the pho‐

tography process and even modelling new merchandise for

the Hull KR store. This gave me direct experience in work‐

ing in a photoshoot environment and was a great experi‐

ence.

33% compe on

To celebrate reaching 33,000 followers on

Twi er; I came up with a compe on to com‐

memorate this feat. The idea was a simple ‘lucky

dip’ where fans had 33 chances to pick a “33%

off” voucher from a container that could then be

used at the Hull KR retail shop. This was to give

fans an incen ve to purchase more from the shop

as they had a chance to receive a substan al dis‐

count.

‐Social media (Twi er and Facebook)

During my internship, I had access to various forms of social

media. Frequently I use both the Twi er (33,000 followers)

and Facebook (Over 19,000 likes) to promote various aspects

of the club e.g. Rovers Reward Scheme, compe ons,

#OnThisDay and can easily use social media in a more corpo‐

rate and business like manner. I also have taken part in a

Twi er Q&A with one of the first team players, which was an

interes ng experience.

‐#OnThisDay

A new hashtag, #OnThisDay was released in order to give

fans an insight into the clubs history. The hashtag had an

event, player debut, match win etc that happened in the past

and was conjured up as many fans would state something

that would happen on that day for Hull KR, and the hashtag is

another way to connect with fans.

Made online RNLI compe on with a news bulle n

Hull KR recently partnered with the RNLI to create a new charity shirt, of which some of the proceeds go to the RNLI. A compe on was cre‐ated therefore that fans could win a free signed RNLI special edi on shirt, my task was to create a webpage with the compe on on it then a further news story on the site to promote the compe on. The com‐pe on received a large response as the shirt is highly in demand and also shows that I have a grasp of website edi ng and page crea on.

‐The Big Ques on Marke ng Analysis

Earlier this year, Hull Kingston Rovers embarked on a campaign

whereby they sent out a ques onnaire to fans in order o gain their

views on various aspects of the club; named The Big Listen. It con‐

cerned topics such as membership prices, the clubs media, club mer‐

chandise, various Hull KR schemes and many more. I was responsible

for extrac ng the data from the ques onnaire, analysing it and pro‐

ducing a presenta on on the campaign.

The analysis I did for the campaign proved highly useful, and the data

was very conclusive in terms of ge ng valuable brand opinions from

fans

‐Photography for the club

My internship has had a variety of roles, for example I have fre‐

quently been doing photography for Hull KR. I have done photog‐

raphy for their Rugby and Dance Summer Camps, took photos of

the player training and various photos of the club landscape. It

give a new dimension to the role I have at the club and gave me

experience in more ways than just marke ng.

‐Play it forward

This is a new campaign that Hull KR have introduced in 2016 and

involves working with local businesses and businesses involved

with Hull KR as part of a business club, with a twist. The scheme,

named ‘Play It Forward’, is a CSR campaign and helps fund the Hull

KR Community Trust. Their role is to inspire people through sport

and physical ac vity and to deliver real and las ng benefits in

terms of educa on, health and wellbeing and achieve this by

working in schools, community clubs and communi es across Hull

and beyond. As I have experience in Social Media Marke ng, they

asked me to be involved in the social media aspect of the cam‐

paign.

‐Research into the clubs history

Hull KR take pride in their heritage and their history and part of

my internship looked heavily into that aspect of the club. The

local derby between rivals Hull FC is an essen al part of this

history and I was asked to look into the derby history and make

various posts and photo galleries surrounding the event. The

campaign, named 15‐15 (both teams had won 15 derby's

apiece), was a success. It reached thousands of people and had

many responses on various forms of social media.

‐Price comparison

I also have been involved in price checking and price researching

various items for Hull Kingston Rovers. I researched cket prices

and packages of other clubs and compared them to our own, and

analysed merchandising costs of various items available in the

shop. This shows I have experience in market research and analy‐

sis and has helped Hull KR assess their pricing strategy for the fol‐

lowing season to some degree.