SOCIAL CONTENT
STRATEGY HQ.
A working strategy architecture for Max. Research the fans, build repeatable storytelling series, develop partner activations, plan the calendar and measure what matters. Uniting the South.
FROM PURPOSE TO PERFORMANCE.
Six editable strategic building blocks sit between the club objectives and the delivery system.
CLUB OBJECTIVES
Sporting ambition · stadium sales · partner value · supporters
EXECUTION SYSTEM
Season calendar · weekly plan · production · delegation
KPIs & REPORTS
Monthly report · sponsorship impressions · season review
BUILD IT IN ORDER.
These are the decisions and research inputs needed before the strategy is ready for approval.
CLUB OBJECTIVES.
Leadership defines the outcomes. Max uses these to prioritise content and explain how the social plan contributes to club success.
STRATEGY TRANSLATION
A sporting outcome such as winning the league is not a social-media KPI. Social content can build a winning culture and support fan connection, while sporting performance is owned by the football department.
DECISIONS REQUIRED FROM LEADERSHIP
WHO ARE WE REACHING?
Audience strategy must be based on evidence—not assumptions about who already follows the club.
Look at what people actually watch
In Meta Business Suite → Insights, TikTok Analytics and YouTube Studio, compare the last 30–90 days. Identify the top 10 posts and bottom 10 posts by reach, meaningful engagement, average watch time/retention, shares, saves and non-follower reach. Divide by content type: players, fans, results, matchday, travel, etc.
Record: export/screenshot or link · reporting dates · metric definition · sample size · what it suggests. High views can mean a good hook, not necessarily audience demand.
Find the reason behind the numbers
Run simple Instagram Story polls and a short 5-question form distributed by the supporters group, football clubs and at matches. Ask: What would you like more of? Which player access matters? Why would you follow? What would make you attend? What's stopping you? Include an open comment box.
Record: number of responses, where recruited, exact question, top themes and limitations. Aim to hear from casual fans and non-followers too, not only the loudest supporters.
Interview actual audience segments
Speak to members of the supporters group, young players, regional clubs, parents, casual sports fans and people who haven't attended. Ask open questions: “Tell me about the last club video you shared” and “What would you like to see behind the scenes?” Compare similarities and differences.
Record: segment · number spoken to · anonymous quote or theme · date · consent/notes. Treat 8–12 interviews as exploratory evidence, not a representative poll.
Study what other clubs and sports do well
Look at football clubs and other sports organisations whose content performs strongly. Note which posts get the most engagement, what type of access they offer, how they frame the story and what audience reaction they receive. Use this as inspiration and a test bank — not proof that the same idea will automatically work for SIU.
Record: club examined · post link or screenshot · content type · signs of engagement · what SIU could test. Always separate inspiration from evidence of SIU audience demand.
LOG WHAT YOU FIND
Use this area to store the evidence Max finds, where it came from, and how confident he should be in using it. Every audience claim should be traceable.
WHAT TO WRITE IN EACH AUDIENCE PROFILE
Examples to investigate: access to players and their real personalities; feeling represented; family memories; pride in local pathways; world-class football coming to town.
Investigate more than one: don't know the league, travel distance, cost, scheduling, unfamiliar players, limited trust, unclear ticket offer, no connection to the club.
“12 of 34 poll respondents chose behind-the-scenes access, IG Story poll, 19 Nov” is evidence. “Fans want access” without a source is only a hypothesis.
Define a specific behaviour: watch 50% of a video, share with a local club, register interest, visit tickets page, attend a game. Match each action to a measurable KPI.
AUDIENCE RESEARCH & SEGMENT PRIORITISATION
| Segment | Evidence/source | Motivations / barriers | Desired action | Priority |
|---|
BRAND & IDENTITY.
Define the emotional identity and creative rules so every platform feels like South Island United.
THE SOUTH.
Titles, key statements, campaign headers and codes.
Working notes, descriptions, tables and reports.
USE APPROVED FONT FILES
The portal is configured for Rough Cut and Arpona. If Max’s computer does not have these licensed fonts installed, select the approved .woff, .woff2, .ttf or .otf files below to apply them in this browser. Font files stay locally in Max’s browser; they are never included when exporting a strategy backup.
THE PEOPLE'S CLUB
OF THE SOUTH.
Uniting the South. A genuinely South Island professional club: open, connected and community-oriented — a club of the clubs, developing people and creating global pathways for young talent.
FULL STADIUM
Real supporter connection, a great matchday and whole-island participation. A full stadium is a visible expression of community engagement.
CHAMPION TEAM
Win the OFC Pro League, aim for the FIFA Intercontinental Cup and build pathways for South Island talent. Confident about actions; do not predict results.
SUSTAINABLE CLUB
Build long-term trust and a financially self-sustaining professional club. Commercial communications must strengthen — never erode — relationships.
FROM → TO
OUR VISION
Provide young kids across the South Island with a global pathway. Unite football clubs, elevate the standard of the game and connect people and families. Local impact comes before broad international reach.
Feature supporters, regional clubs, young people, volunteers and community partners as protagonists — not just players. Show the club doing genuinely good work before promoting it.
PUTTING SOUTH ISLAND FOOTBALL ON THE MAP
Regional talent belongs on the world stage.
COLLABORATING WITH LOCAL CLUBS
Every club is part of the journey; success belongs to the region.
TRULY SOUTH ISLAND, NOT JUST CHRISTCHURCH
Represent towns, clubs and people across the entire island.
GLOBAL PATHWAYS FOR LOCAL TALENT
From local pitches to professional opportunities.
HOW WE SOUND
Be bold about development and actions. Never promise a result.
Human, energetic, sometimes funny — not corporate or bland.
Celebrate local culture and the squad's diversity respectfully.
North–South and David-versus-Goliath rivalry are useful; insults are not.
Show standards, humility, community and hard work together.
SIU IS NOT CUFC
South Island United represents the South Island in professional international competition. Christchurch United retains its own National League identity and youth academy. They share an organisation but have two distinct outward-facing identities.
THE FOUR-STEP BRAND TEST
1. Good actions — actually do worthwhile things
2. Aligned actions — one message across the club
3. Consistent actions — repeat them regularly
4. Amplified actions — tell the story so people know
THE CREATIVE BRIEF
BRAND DECISION CHECKLIST
THE THREE CONTENT PILLARS.
Always-on storytelling lenses. Each pillar contains three editable recurring-series ideas. Turn on a series, develop the concept with guided fields, then schedule episodes into the calendar. Every major hub receives a three-week editorial lead-in covering all three pillars.
EDITORIAL PURPOSE ≠ CAMPAIGN PURPOSE
Pillars define what we consistently talk about. Campaigns define an outcome within a time window. A North v South ticket campaign can use an OH player-origin film, an SS regional-pride story and an RL Pacific-league story.
STANDARD FOR EACH PILLAR
CAMPAIGN PLANNER.
Campaigns have an audience, measurable outcome, timeframe, CTA, creative brief and distribution plan.
NEW NAMES. PROVEN CORE. LOCAL HEROES.
Make signings feel like an unfolding story, not a collection of unrelated graphics. Timing must follow confirmed player sign-offs and media embargoes.
Big new arrivals: who they are, where they have played, the level they bring, and what they add. Launch with high-impact reveals and deeper follow-up films.
Retained players: stability brings success. Explain the role, growth and value of those continuing from the prior season.
South Island pathway signings: go back to their clubs, former coaches and community; activate junior clubs to share and celebrate.
SPONSORSHIP & PARTNERSHIPS.
Partner value should be planned into the editorial calendar, tracked with evidence and reported with verified impressions—not estimated reach.
COMMERCIAL FRAMEWORK
SPONSOR INTEGRATION RULES
Official SIU partner names are available on the club website. Confirm active 2027 agreements before assigning deliverables.
SPONSOR CONTENT IDEAS BOARD
Max: brainstorm freely first. Each idea can be saved without a confirmed sponsor. Later attach a partner, explain why the content suits their business, then select Build activation to create a deliverable and track it against the sponsor.
FORMATS & CHANNELS.
Not simply where we post: why the channel matters, whom it reaches, what format works and which action it should drive.
| Format | Role | Suggested channels | What Max must decide |
|---|---|---|---|
| Vertical short-form | Discovery and sharing | Reels / TikTok / Shorts | Hook, length, native edits, subtitles, CTA |
| Long-form feature | Depth and supporter affinity | YouTube / website | Series concept, episode cadence, production time |
| Photo & carousel | Identity and narrative | Instagram / Facebook | Photography standard, sequencing, copy |
| Matchday live | Timely supporter utility | Stories / Facebook / X where suitable | Rights, approval, live coverage roster |
| Conversion creative | Sell tickets and memberships | Paid Meta / website / email | UTM links, landing page, audiences, spend |
| Partner content | Commercial obligations | Contract-defined | Tags, branded rights, approval, evidence |
EDITORIAL CALENDAR.
19 October 2026–13 June 2027. Five hub cycles, three-pillar lead-ins, final-series scenarios and post-season reporting. Click any day or task to edit.
OCTOBER 2026
PLANNING OPENS
OH origin story · SS place/identity · RL host-country/opposition context. Confirm filming & approvals.
STORY DEEPENS
OH characters · SS community activation · RL travel/culture. Launch paid/promotional assets.
CONVERSION WEEK
OH player-led invite · SS matchday/community CTA · RL travel preview. Schedule team coverage.
DELIVER & LEARN
Live match coverage, reactions, daily short-form, sponsor proofs, recap and insights.
DELEGATION BOARD.
Add interns and staff, allocate deliverables, and their names automatically appear against tasks in the calendar.
PRODUCTION SYSTEM.
A repeatable operating procedure for matchdays, hubs, player access, content approval and interns.
PRE-PUBLISH QUALITY GATE
WORKFLOW POLICY
KPIs & TARGETS.
An accountable framework spanning awareness, engagement, conversion, commercial delivery and production. Baselines and targets are editable.
| Funnel | Core metrics | Formula / evidence | Reporting rule |
|---|---|---|---|
| Awareness | Reach; views; unique viewers; follower growth | Platform insights; new followers ÷ opening followers | By platform, paid vs organic |
| Attention | 3-sec views; avg. watch time; completion rate; shares; saves | Native platform retention dashboards | Per format and pillar |
| Engagement | Meaningful interactions; engagement rate | (Likes+comments+shares+saves) ÷ reach | Consistent definition throughout |
| Conversion | Tracked ticket purchases; membership signups; shop revenue | UTMs, analytics events, ticketing and ecommerce system | Directly attributed only, with limitations |
| Commercial | Delivered posts; sponsor impressions; partner value | Unique post links, native platform post insights, signed rights | By partner; record evidence |
| Operations | Publish-on-time rate; output mix; approval turnaround | Completed tasks ÷ due tasks; review log | Monthly quality and capacity review |
REPORTS & REVIEWS.
Fill monthly performance forms and produce an end-of-season scorecard using recorded values. Edit or export each report.
MONTHLY REPORT
Platform metrics, output, commercial impressions, conversion, what worked, what didn't, what changes next.
END-OF-SEASON REPORT
Season totals, target attainment, hub campaign performance, partner delivery, impact, recommendations and next season's plan.