Just seven months since opening its doors Kick Up will be staging its first workshop on this Friday 9 June at 12noon, in the Royal Randwick Racecourse Owners Pavilion.
‘Since the launch of Kick Up in November 2022, we have been inundated with requests to help from those within our wonderful industry,’ voiced the Sustainable Action for Racing Directors.
Headed by Vicky Leonard, the Action Directors followed with ‘a workshop would be the best way to align our efforts in coordinating our approach, and best harness the power of the collective.’
‘A long-term strategic focus through the power of the community is precisely what is required to tackle our industry’s challenges and win our battle to kick up for racing, and hope you can join us.’
‘The first half of the workshop will focus on sharing important insights and relevant information that we have learned on this journey to date, so an invitation is open to all those to be involved.’
‘Onto the second half, where we break into working groups to discuss goals and deliverables for each pillar of Kick Up’s strategic objectives, with each participant to have a specific role to deliver.’
Hosted by Godolphin Australia Managing Director Vincent Cox, Directors Tanita Mitchell and Nathan Skrivanic will run through our industry perception challengers, goals and what we’ve learn.
Opening with a variety of short presentations on key topics that are that influence the strategic direction of Kick Up, all will be introduced to the four pillars that will form four groups.
On completion of this Workshop, the leads of each group will summarise their pillar plan to the wider community, with any duplications flagged before the working plan is finalised and distributed.
Godolphin Australia Marketing Manager Tanita Mitchell, leads out in hosting Media, Public Relations and Language in the first of the Workshop Group with ‘what Kick Up is equipped with.’
‘Kick Up equips us with facts, myth rebuttals and crisis responses, while improving misused language and phases that alienate us from those not familiar with the industry and its terminology.’
‘This pillar will also focus effort on creation of an army of media ambassadors delivering consistent, accurate and thoughtfully constructed messaging about our industry in public-facing roles.’
In Content Marketing, Nathan Skrivanic shows ‘a key goal for Kick Up is to craft creative marketing content that makes challenging topics interesting and amplifies optimum messaging.’
‘The content is a mix of informative, myth-busting and feel-good topics, delivered in an entertaining, unique and engaging manner to cut through beyond the industry bubble.’
Again, ‘all creatives are invited to join in mapping out a content marketing strategy and action plan to get the best promotional industry content out to all Australians.’
Next its Maoliosa Nugent, ‘in developing bridges across digital communities is an important strategy to ensure the right message about horse racing reaches as many Australians as possible.’
In Social Media and Digital Communities, Maoliosa says ‘growing our industry community, encouraging participants to provide insights back to Kick Up on negative messaging to be quashed.’
Also, jumping on untruths with factual responses, pushing out timely and relevant positive social messaging, growing our followers, working with influencers and external content providers on their concerns and developing valuable network partnerships.’
In conclusion Oz Wedmore shows how heavily Kick Up relies on quality Research and Standards, to ‘ensure the information used to defend our industry is accurate and legitimate.’
‘The aim is to locate, distil and communicate complex research topics to support Kick Up’s marketing and media initiatives, and identify gaps where further focused effort may be required.’
‘We need to implement a plan to identify key vulnerabilities that our industry will struggle to adequately justify under public scrutiny and work out the best method to address them.’
This article was written by Bernard Kenny for Just Horse Racing. Link to the original article here.
