JW

Julian Wallace Marketing/Advertising/Digital [email protected]

[jd-jw]

Saying thank-you.

Saying thank-you.

A quick message to our fans on Instagram thanking them for their support during the on going investigation into the club’s supplements program.

Sometimes simplicity is key.

To all of those who have stood by us, our fabric is stronger because of you. Thank-you. #DonTheSash

A photo posted by Essendon Football Club (@essendonfc) on Mar 31, 2015 at 1:11am PDT

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Reactive Tweets.

Following Adam Cooney’s massive torpedo goal during the Round 1 clash against the Sydney Swans.

Again, a good reaction from fans (which is always nice). 

We just mapped out the route that the @Adamcooney13 goal had to travel. #AFLSwansDons pic.twitter.com/tJTq02klAA

— Essendon FC (@EssendonFC) April 4, 2015

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70,000 Twitter Followers.

Only the second club in the AFL to reach this number. Represented a 17% growth in followers since I began.

We can't think of anything better than talking to 70,000 of you every day. Keep those Tweets coming! #DonTheSash pic.twitter.com/II7HzvHxKq

— Essendon FC (@EssendonFC) April 8, 2015

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Celebrating a win.

Letting a fan know that you are human too and support the team, enjoying the highs and hating the lows is one of the most important things i’ve learnt over the time. 

Here are three of the tweets I sent out after the Bombers had a monumental win over rivals Hawthorn early in 2015. 

These are probably three of my favourite tweets that I’ve sent out, only because the emotion surrounding it and the simplicity yet effectiveness of them all. 

WE WIN !#AFLDonsHawks

— Essendon FC (@EssendonFC) April 12, 2015

FT: DOESNT MATTER WE WIN.

— Essendon FC (@EssendonFC) April 12, 2015

This image doesn't do this feeling justice. #DonTheSash pic.twitter.com/QLAHjG2Jf9

— Essendon FC (@EssendonFC) April 12, 2015

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Bit of Bogut.

Always nice to get the support from the big man. 

Go you @EssendonFC Bombers!!!!!!!! Huge win!!!!

— Andrew Bogut (@andrewbogut) April 12, 2015

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Skyping Soldiers.

This was one of the more satisfying things that I have been able to work on during my time at Essendon. 

Leigh Redpath is a Australian soldier currently serving in Afghanistan. A lifelong Bombers supporter, Leigh originally posted the photo seen below displaying a Bombers flag on his vehicle. I got in contact with Leigh who then revealed that he was looking for a donation for his charity, ‘Soldier On’ a group that raises money for returned soldiers suffering from injuries and/or PTSD. 

We went one further and decided that it would be great to get a couple of players to Skype Leigh and learn more about his cause. After a few months of back and forth emails, we finally organised it with Dyson Heppell and David Zaharakis talking to Leigh and a fellow soldier for a short period of time. We were also able to get Leigh a pair of Dyson Heppell’s match worn boots which were auctioned off to raise money for Soldier On. 

Of course, this was great publicity for the club. However, it was also a great chance for us to give something back to our fans. It was a big result and something that was different to work on. 

We got this snap from Leigh a few months ago: http://t.co/sjUvPzyfz6. Hepp + Zacka finally got to have a chat to him pic.twitter.com/Qao4LlYKaI

— Essendon FC (@EssendonFC) April 22, 2015

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Fuelling rivalry between clubs.

Essendon and Collingwood are the two biggest clubs in AFL and also two of the biggest rivals.

Any chance we have to build the rivalry, we do. This tweet was promoting the club’s ‘Battle Cry’ which that week was attacking the Magpies. Using Collingwood’s President in the tweet, I further inflamed the rivalry and built anticipation before the game. 

We're 100% Magpie proof so expect to see this look on Eddie's face again Saturday http://t.co/pHrQttp0b5. #DonTheSash pic.twitter.com/l7q9ME3Jis

— Essendon FC (@EssendonFC) April 22, 2015

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Interacting with other athletes.

Leveraging NBA star Dante Exum’s support of the club. All about expanding your audience. 

Thanks for the guernsey @EssendonFC #DonTheSash pic.twitter.com/OXnHCmOPQ7

— Danté Exum (@daanteee) April 24, 2015

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Custom Gifs for players.

Always a bit of fun, here’s one I made for Cale Hooker using Zoolander. 

.@Hooksy26 just made it in 3 consecutive weeks in the @AFLCoaches votes: http://t.co/NdfmUl0xiG. #DonTheSash pic.twitter.com/IbqUexojsL

— Essendon FC (@EssendonFC) April 28, 2015

Good reaction from fans. 

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In game reaction.

Reacting is important. Reacting quickly is essential. 

You can also NEVER go wrong when you reference the Simpsons. This was in response to the St.Kilda fans booing Brendon Goddard. 

Don't worry @brendongoddard9, this is what all those Saints fans are saying. #AFLSaintsDons pic.twitter.com/mwh0HSeWEY

— Essendon FC (@EssendonFC) May 3, 2015

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Custom Gifs for players.

Huge tackle ZMerrett! #WreckingBall #AFLSaintsDons pic.twitter.com/tc8lVd1HQy

— Essendon FC (@EssendonFC) May 3, 2015

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Custom Gifs for players.

Trav delicious #AFLSaintsDons pic.twitter.com/gJvfoDdmm2

— Essendon FC (@EssendonFC) May 3, 2015

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Custom Gifs for players.

Just a side note, that's the most goals #MoDaniher has kicked in a game @MatthewLloyd18. #AFLDonsLions pic.twitter.com/V41eNwWEpZ

— Essendon FC (@EssendonFC) May 24, 2015

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Interacting with other clubs.

@brisbanelions More like this... pic.twitter.com/VtXpZFV9um

— Essendon FC (@EssendonFC) May 24, 2015

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Leveraging other events to build engagement.

The REAL State of Origin. #Origin pic.twitter.com/xCo1f81q8S

— Essendon FC (@EssendonFC) May 27, 2015

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Don't mess with the Fletch: http://t.co/g3VmPWj084. #Fletch400 pic.twitter.com/Ad2xM9eKgx

— Essendon FC (@EssendonFC) May 27, 2015

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.@zachmerrett07 tearing it up at training this morning. #DonTheSash pic.twitter.com/LBJfnDsHJd

— Essendon FC (@EssendonFC) May 29, 2015