“Added genuine strength to organisational output”: How Content & Comms Plus has supported Hoci Cymru
Having been utilised by Hoci Cymru for nearly two years, the WSA’s Content & Comms Plus service has been “embedded” into the organisation’s operations after providing “highly effective” support.
The package is designed to provide comprehensive, cost-effective support to maintain and boost digital presence and engagement, which Hoci Cymru CEO, Paul Whapham, attests to.
“It’s been highly effective for Hoci Cymru,” he told us. “It has provided cost‑effective support to our marketing and communications function while establishing a clear, structured way of working.
“With a small staff base and limited resources, the opportunity to collaborate with the WSA, build some economies of scale and utilise the skills that Max brings has been excellent.
“The regular planning processes have helped ensure that all staff understand how the service integrates with their workloads and wider organisational priorities. This structure, combined with consistent delivery, has significantly strengthened our overall communications capability.
“The service has now been embedded within our operations for several years, becoming an integral part of how we communicate across the sport,” explained Paul. “By bringing Max directly into our team and planning cycles, we have effectively expanded our resources with someone who brings a broad and valuable skill set, providing a lot of advice and guidance on the best time to utilise posts and how to pull content together.
“Max has been central to the success of the service,” Paul continued. “He is reliable, attentive to deadlines and an excellent communicator. His willingness to ask the right questions and engage proactively has enhanced the quality of our communications, while is writing skills in particular have added genuine strength to our organisational output.”
Within the service, the WSA’s Communications and Policy Officer, Max Parsons, has worked on a range of content across hockey in Wales, from performance teams’ major events to the community-based stories that showcase the power of sport.
“Max works confidently with a wide range of stakeholders, from community clubs to commercial partners, and consistently delivers high‑quality outputs such as press releases, case studies and social content.
“This has been essential in increasing visibility for community activity, highlighting club stories and strengthening our connection with the grassroots game, which remains central to our identity as a national governing body.
“Max has also led on some of our planning for big events, the World Junior World Cup, World Cup qualifiers to come, and previous tournaments in the international space.”
The results have been clear to see for Hoci Cymru, with a 20% increase in social media following over the past 12 months.
“We’ve had a specific focus on Instagram and trying to attract more young people to view our content,” Paul stated. “So that’s been great.
“Recently, when our U21 girls were out at the World Cup, the content and planning that was delivered during that tournament generated 1.2 million views on our posts, videos, collaborative content, and it’s actually because the quality of our content has gone up now.”
This has also allowed Hoci Cymru to build confidence and better relationships with media partners like BBC Wales and S4C, as well as GB Hockey.
“We can now collaborate with these partners,” Paul commented, “share content and maximise the reach to increase the visibility of hockey around Wales and the UK.
“I’d recommend the service to organisations across sport and leisure. It delivers cost‑effective, professional and consistently high‑quality outputs. It combines structure with a personal and collaborative approach,” he concluded, “making it a valuable resource for any organisation seeking to enhance its marketing and communications capability.”
Find more information on the Content & Comms Plus service here, or get in touch with the team!
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