Every agency has a first client. Ours had a trophy cabinet and an empty feed.
Calder United ran one of Victoria's strongest NPLW women's programs, and back in 2023 their online presence didn't come close to matching it. They were our first club, the account this whole side of the business was built on.
- 01Revitalise the club's socials
- 02A matchday graphics system
- 03Run the website alongside it
Selected frames
Approach & Strategy
Two NPL seasons of the full treatment. Audience analysis, refreshed branding across the feed, a content calendar, matchday Next Up fixture graphics with a proper opponent-crest library, plus the club's website and Google Business profile.
In the feed
This is what gets posted.
This grid is the real work from this job, in the shape it goes out in. Tap a frame to open it, then arrow between them.
How we did it
The reset
Audience analysis and refreshed branding, so the feed finally looked like an NPLW program.
The rhythm
A content calendar and Next Up fixture graphics, every opponent crest in the library.
The handover
Tools and guidance passed to the club, the way a good engagement should end.
“Two seasons in, the feed finally looked like the football. Then we handed the club the keys.”
Urban Media, on Calder UnitedThe Calder United archive.
Season one
The first year of the account this whole side of the business was built on. Our first NPL club, and the one we learned it all on.
Season two
A second full NPL season on the same rhythm, with the club's website and Google Business profile run alongside the feed.
Handed over, the way a good engagement should end.
The impact
A revitalised social presence across the 2023 and 2024 seasons, and the playbook we've been refining with every club since.
