UPWFC

Overview:

During my second year at the University of Portsmouth, I joined the Women's Football Team, UpWFC, with the goal of making a positive impact on the team. After a fulfilling year, I was inspired to take a more active role by joining the committee and assuming responsibility for managing the club's social media presence. I recognised social media as a powerful tool to engage the audience, promote ongoing campaigns, and showcase the team’s achievements and spirit.

Challenge:

The Women’s Football Team needed a fresh and consistent social media presence that could engage their growing audience, boost team visibility, and showcase their dynamic achievements. UpWFC required a cohesive strategy that aligned with the club’s identity and resonated with both players and supporters.

Solution:

I developed a social media strategy that aimed to build a strong and consistent online presence across Instagram, Facebook, and Twitter. The key elements of this strategy included:

• Brand Identity & Visual Consistency: I focused on creating a distinctive and visually appealing identity for the club. I integrated the club’s primary colour, purple (aligned with Pompey’s colours), into all content and ensured that photos of the players, key moments, and match highlights stood out across platforms.

• Content Creation: I produced engaging, eye-catching content, including:

  • Match Highlights: Posts showcasing team performances and achievements.

  • Behind-the-Scenes: Content that gave followers an insider look at team practices, events, and player profiles.

  • Engagement Posts: Encouraging fan interaction through polls, shoutouts, and participation in team-related campaigns.

• Platform-Specific Strategy: Tailored content for Instagram, Facebook, and Twitter to engage with different audiences, ensuring posts were appropriately formatted and optimised for each platform’s strengths.

Results:

The social media presence of UpWFC saw a marked increase in engagement across all platforms, as followers connected with the team and felt more involved in their journey. The consistent use of vibrant, purple-themed imagery helped make the team’s presence instantly recognisable, while behind-the-scenes and match-related content fostered a deeper connection with fans. Additionally, the club’s campaigns, such as matchday promotions and team-building events, reached a wider audience, creating excitement around the club.

Conclusion:

By strategically managing UpWFC’s social media, I successfully boosted the club’s visibility, creating a cohesive and engaging online presence that reflected the team’s spirit and achievements. The approach helped strengthen the relationship with the university community, fostered greater fan involvement, and reinforced the team's brand identity both on and off the field.