“Fundamental in proving what great content could achieve”: Welsh Boxing and WSA Content & Comms Plus
The Welsh Sports Association (WSA) launched its Content & Comms Plus service in December 2022, with member organisation Welsh Boxing being the first to take it up.
20 months later, the organisation has recruited for a full-time content and communications role, parting ways with the Content & Comms Plus offer.
“The package enabled us to build a strong base to enable us to grow our social media presence,” stated Welsh Boxing CEO Colin Metson. “Max’s work on establishing the regular stories and contact was fundamental in proving the value of what great content could achieve.”
Delivered by the WSA’s Communications and Policy Officer Max Parsons, the service has given Welsh Boxing bespoke support across Facebook and Instagram. Content & Comms Plus has also supported Welsh Boxing in capturing community stories and provided social media content support at events like the 2023 Welsh National Championships, where Max interviewed Welsh champions following their final victories, including GB boxers and Commonwealth Games representatives Owain Harris Allan and Zoe Andrews.
“This output has yielded an increase in awareness of the sport, the followers on different media platforms and a strengthening of the communications strategy,” Colin said.
In the past 18 months, Welsh Boxing’s Facebook reach has increased to 1.5 million, nearly a 1000% increase when compared to the equivalent time period prior.
By the same time comparison, Facebook interactions have increased by 624% to over 144,000, Facebook profile visits have increased by 328% to 466,000, Instagram reach has increased by 223% to over 57,000, while profile visits and content interactions on the platform have also gone up by 100% to over 16,000 and 460% to 42,500 respectively.
“Max supported the structure of the strategy from a delivery point of view,” added Colin. “He also arranged regular update meetings and scheduled the content, keeping the team on track!”
Alongside the progress of Welsh Boxing’s social channels was the important capturing of community stories, with Max reaching out to clubs across Wales to give the brilliant work of community boxing clubs a regular and loud voice.
“There is a depth of stories to share from the sport of boxing,” Colin told us, “both from an elite and community perspective. We did not have the resources to follow these stories through but were aware of the leads.
“The Content & Comms Plus package was invaluable, with Max having the lead and then providing the content as well as sharing on social media.
“Max is very adaptable and willing to follow up the leads while sticking to the deadlines. Nothing was too much trouble, and no story got away from him!”
These stories ranged from female-only sparring sessions in Pembrokeshire, to a club welcoming and training refugees in Wrexham, to Llanrumney Phoenix ABC’s work with Cardiff’s homeless.
After nearly two years of providing the service, the WSA’s support has helped shape the full-time role that Welsh Boxing has recently recruited for.
“Max and the WSA have provided the springboard to enable the full-time position to be shaped on what worked, what was well-received and the aspirations of the audience,” confirmed Colin.
“I would definitely recommend the Content & Comms Plus service to other organisations in the sector. It is very cost-effective for a small team,” he concluded.
Learn more about the Content & Comms Plus service by contacting the WSA team, and sign up here!
Don’t forget that the Content & Comms Plus package can be tailored specifically to your organisation’s needs. The above is simply a template.
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