Football Council Recruitment
Leicestershire & Rutland Coutny FA
Campaign
2024
About
The Football Council Recruitment Campaign was launched to support the introduction of a newly modernised Football Council at Leicestershire & Rutland County FA.
The objective was to attract a diverse, representative group of individuals from across grassroots football to help shape the future of the game locally. This was a challenging brief, requiring both awareness and education around a relatively complex governance structure.
Challenge
Recruiting for governance roles is often difficult due to:
- Low awareness of responsibilities and impact
- Perception of complexity or inaccessibility
- Limited engagement from underrepresented groups
The campaign needed to simplify the opportunity, communicate its value clearly, and drive high-quality applications within a fixed timeframe.
Approach
A multi-channel marketing strategy was used to maximise reach and engagement:
1. Social Media Marketing
- Delivered consistent messaging across platforms including local community Facebook pages, to raise awareness
- Used clear, benefit-led messaging to position the role as an opportunity to influence grassroots football
- Created visual assets, making sure every community was represented and aligned with LRCFA branding to ensure consistency
2. Email Marketing
- Targeted the existing football network with clear calls to action
- Highlighted the impact and importance of the Football Council
- Directed users to application packs and further information
3. Word of Mouth & Stakeholder Engagement
- Leveraged internal networks, clubs, leagues, and partners
- Encouraged sharing across trusted community channels
- Helped build credibility and trust around the opportunity
Content and creative
Animated Explainer Video
- Designed using Canva
- Included AI voiceover to break down complex governance information
- Focused on simplifying the role and helping audiences make informed decisions
Application Packs
- Created clear, structured documents outlining responsibilities, expectations, and benefits
- Ensured transparency and professionalism in the recruitment process
- Published on website and shared in local communities and press
View the pack here.
Supporting Visual Assets
- Social media graphics aligned with LRCFA brand
- Consistent messaging across all touchpoints
- Created branded email banners for internal and external communications
Impact
- Successfully recruited 50 new Football Council members, exceeding expectations for a traditionally hard-to-fill area
- Increased awareness and understanding of governance within grassroots football
- Improved representation and inclusivity within the Football Council structure
- Demonstrated the effectiveness of combining digital marketing with community-driven engagement
- New Football Council web page set up with information on all council members
Recognition
- Played a key role in supporting the project’s submission for the FA Progressive Governance Award 2025
- Contributed to writing the winning nomination
- The campaign was recognised nationally for its innovative and inclusive approach to governance
Related work
Football Camp Promo Video
Rewind Social Media Campaign
Coach Spotlight Campaign
Faith In The Game: Ramadan Project
Young Volunteers Event
