The SPUR Schools MTB League is comprised of 493 participating schools with over 10 500 entries taking place over 46 regional events across 9 provinces. Is currently the biggest high school cycling programme in the world and the largest feeder system for Mountain biking in South Africa.
The key communication objective for SPUR corporation is to raise awareness for the sport of mountain biking that ignites a passion for riding and get’s children riding outdoors either individually or with their families.
The national co-ordinators of the League, Amarider, tasked Positive Dialogue with raising awareness for the SPUR Schools MTB League nationally in order to attract more participating schools and riders. In addition, we needed to amplify the results from the 46 regional events taking place across 9 provinces so that schools and rider participants would enter all the available regional events and could track the leader board ahead of the Final event taking place in October.
PDC developed and implemented a comprehensive 6-month communication and content schedule that enabled SPUR Schools MTB League to communicate with regional co-ordinators, stakeholders, schools and participants. The communication channels that were utilised included press releases, Rising Star rider profiles and interviews, diary listings, and race result announcements via community newspapers across 9 provinces. We also drafted and implemented a social media strategy with a monthly content plan for Facebook, Instagram and Twitter – which was supported by a monthly video as part of a concept video series to encourage shareability and engagement on digital channels amongst target audiences.
The campaign has generated consistent editorial results across sports titles, newspapers, broadcast and online that include Spur Schools MTB League messaging on the size and value of the League, and Spur’s key purpose for their participation.
We’ve identified Rising Star riders in each region and secured a minimum of 5 profile interviews for them within the media on a monthly basis. These profiles were then also re-packaged and amplified for internal communication channels.
We’ve conceptualised, co-ordinated and produced a Spur Schools MTB video that outlines how the League works, its leading League position in schools mountain biking, and encourages entries.
The social media channels (Facebook, Instagram and Twitter) have seen a growth in community size and engagement of 450% increase within a 2 month period.