Keep Your Boots On! (KYBO!)
Sports Content Marketing to attract, train and grow rugby coaches and referees.
The England Rugby Referees Associations (ERRA) required a series of training videos for its members about how to officiate different parts of the game of rugby.
The videos needed to be short, informative and relevant, regardless of viewer’s level of experience as a referee. Not only would they provide a valuable service for members they would also help the grassroots refereeing community to maintain the highest standards when officiating.
Rugby has laws that are quite complicated to understand. This meant working closely with the England Rugby Match Official Development team to write presenter-led storyboards. that:
Each video required a presenter who was an experienced referee, someone whom the audience would respect and listen to.
The videos are known as Whistle-Stops. To date, 9 have been produced:
Each video is 4 – 5 minutes, and depending on the topic, are filmed on location or in a green-screen studio.
Whistle-Stops are now an established training tool for ERRA and are an important way of delivering training material to a niche audience. Each Whistle-Stop is released firstly to members of ERRA and then distributed via social media to members of the Keep Your Boots On! community.
The videos are well-received by the rugby community and attract between 10,000 and 20,000 views on social media.