When creating our strategy, we two aspects were key to for the content. Firstly, we needed to tap into turning the list of richest clubs into a league table – a reference every football fan would relate, and potentially find interesting. Secondly, the Deloitte report was extremely detailed – a graphical representation would help tell the compelling aspect more easily.
We suggested creating an infographic. With limited time to see the final figures, we used the previous years’ report figures for the design, then worked fast to add the numbers once ready. Working closely with Deloitte’s branding team, we created a design that adhered to corporate guidelines but was still had the impact we needed.
Promotion is key to getting great content the attention it deserves. We liaised with Deloitte’s PR team to select from their existing contacts and identified over 150 sports and business bloggers. On launch day we then pitched to them with tailored emails.