Jemma Wong.

  • COMPANY: AFL
  • ROLE: HEAD OF AUDIENCE GROWTH, AFL
  • SESSION NAME:

    Building Brands To Grow New Audiences

  • DESCRIPTION:

    How do you lead with purpose in an industry already built on legacy and passion? How do you design a positive female culture in a traditionally masculine sport? Through AFL Women’s, businesses will learn how they can set up for new audience growth and create a momentum for change – inside and outside the industry. 

  • OVERVIEW:

    The female ‘segment’ is 51% of the population. Women hold the purchasing power for the majority of household. And in sport, women have contributed in extraordinary numbers to attendance, viewership, participation, membership for decades in Australia. Women playing AFL at the elite level is not solely about equal opportunity, this is about market growth and true industry brand change.

     In this session, Jemma Wong (the driving force behind AFL Women’s brand and audience strategy) will shed light on the last 16 months of working on AFL Women’s. She will present about building the brand of AFLW beyond a logo, the power of content and community building, and what it takes to ignite brand change.  

  • KEY LEARNINGS:

    1.The impact of marketing to the female segment

    2. Three ways to set yourself up for new audience growth

    3. What it takes to drive brand change internally and externally