Hockey Australia

Participant & Fan Digital Engagement Strategy

Hockey is one of the leading Australian junior sports, but in the highly competitive sports market keeping players and fans engaged longer term is a challenge. Hockey Australia asked for our help to better understand participant and fan motivations, and to recommend the right tools and services to grow engagement in the future.



The brief

W3.Digital was engaged to develop a participant and fan digital engagement model to help Hockey Australia better understand who their customers were, what motivated to them to join (or leave) the sport, and what digital tools they loved using. Based on these insights we created a comprehensive digital strategy and initiative roadmap to help Hockey Australia navigate the changing sports landscape.

What we did

Working closely with Hockey Australia’s executive team we completed detailed customer research which supported the development of Hockey’s digital strategy. This strategy included:

  • Review of current hockey landscape
  • Participant needs, behaviours and motivations analysis
  • Digital initiative development and prioritisation
  • Content strategy development
  • Customer relationship strategy
PG personas

Building relationships

Delivery of this strategy has helped Hockey Australia get closer to their customers than ever before. By understanding customer needs and motivations Hockey Australia was able to make key business decisions about the right areas to invest in to ensure broader strategic business objectives were met.


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