Brisbane Broncos.
The Beyond the Broncos Girls Academy aims to transform the futures of Indigenous girls by fostering confidence, leadership and career aspirations.
Recognising the vital role young Aboriginal and Torres Strait Islander women play in shaping the next generation, the program offers mentoring and support for girls in Grades 7-12 and young adults, helping them to succeed as leaders of the future.
Highlighting positive impact
With more than 1,700 students enrolled across Queensland and northern New South Wales, each participant represents a powerful success story.
The challenge was to increase community awareness of the program and highlight its positive impact.
Tackling a targeted strategy.
Our role with the Broncos Girls Academy was to share inspiring stories, engage key stakeholders, and position the Broncos as leaders in delivering impactful community programs – all while leveraging their massive brand power and reach.
Achieving this required a strategic mix of public relations, digital marketing and creative storytelling to cut through and make a lasting impression.
The Plural solution.
 Public Relations |
Social media management Media relations |
 SEO |
SERP Analysis Keyword Strategy Website SEO |
 Social Media Marketing |
Facebook ads Instagram ads |
 Website Design & Development |
Information architecture (IA) Website development User experience (UX) User interface (UI) Accessibility features |
 Government & Stakeholder Relations |
Stakeholder relations |
The Plural solution.
Leveraging decades of journalism and PR experience, our team identified newsworthy stories for the media that highlighted the success of the program across Queensland and northern NSW.
Through a rolling calendar of PR opportunities, we highlighted key success stories from the program, shared the benefits on school attendance and behaviour, and maximised the Broncos communities share of voice to position the club as an ideal organisation to deliver successful community programs.
We also elevated our storytelling across the Broncos social media channels to dramatically increase exposure of the Girls Academy and create further awareness of its benefits.
Each media release we produced could be repurposed into website content and social media teasers, continually driving traffic back to the Broncos website. This not only provided more avenues for promoting awareness of the programs and sponsors but also expanded the range of content on the site, helping to attract new and diverse audiences while broadening engagement with the Broncos community.
The results.
Kicking goals for the girls academy
Our combination of clever strategy, fresh creativity and regular content resulted in extensive positive media coverage achieved for the program across a wide range of publications. More than 10 stories were published across print, broadcast and online channels, and further syndicated on dozens of news websites. Channel 9 sports presenter and NRL legend, Wally Lewis, attended an Ipswich workshop and featured the story on the nightly news bulletin.
Our PR strategy also garnered media coverage across various leading indigenous media outlets throughout Australia and Government news websites, amplifying the program’s impact and inspiring other schools to get involved.
Our strategic campaign had a significant impact on key engagement metrics, with the total number of engaged users seeing a 92 per cent increase in the month of the campaign compared to the previous month.
To learn more specific details about our successful creative, digital, content and PR strategies for property developers – the power of Plural – contact us for a confidential briefing.
