Cricket Australia had managed separate community engagement programs for underrepresented cricket segments – women’s, indigenous, multicultural and all-abilities – and they wished to consolidate under an umbrella diversity program.
Our challenge was to bring all Cricket Australia programs under a single grassroots program platform and commercialise the created grassroots assets with a major partner.
We needed to review and evaluate all existing programs, provide market research and insights on target communities to guide new program and design new consolidated program with regional targets and human resource deployment. We were to create a commercialisation strategy with touch points.
New consolidated program created, launched and commercialised with CBA becoming major sponsor of the program with a $15 million three-year investment.