Football Victoria (FV) is proud to announce East Kew FC as the Club Changer Club of the Month for October, recognising their outstanding achievements in expanding their marketing and communications portfolio.
Much of East Kew FC’s success stems from their involvement in the Club Changer program. The workshops and guidance prompted the committee to sit down and brainstorm ways to grow their women’s, girls’, and junior programs, while also thinking creatively about how to present themselves to the wider football community.
“This process was pivotal in shaping our current marketing strategy,” East Kew President Luca Fiorini said.
“From those discussions, we realised the importance of building a brand that was authentic to East Kew, one that would separate us from other clubs.”
This led to a commitment to unique marketing initiatives, including meme-driven social media content, bold creative campaigns, and the production of the documentary Inside East Kew.
“These initiatives have helped us tell our story in a way that resonates with younger audiences, engages families, and showcases the community culture that makes our club so special,” Fiorini said.
The results speak for themselves. Participation in the junior girls’ program has grown by over 200%, the senior women’s team has progressed from State League 5 to winning State League 4 East in just two seasons, and junior registrations overall have increased year-on-year.
At the same time, the club’s social media presence and documentary have extended its reach far beyond its competitive tier, attracting new players, strengthening sponsor relationships, and building credibility with both FV and Boroondara Council.
“The Club Changer program was the catalyst for us to think differently about how we grow the game and communicate our story,” Fiorini said.
“It gave us the framework to not only expand participation but to become genuine pioneers in community club marketing, creating a reputation and reach much larger than most in our remit.”