One of my key focuses when working in the media and content team was better brand storytelling.
I was determined to help open the doors of the club to the outside world – and one of the ways of doing this was via ‘Park Life’.
Following on from the positive sentiment created by ‘The Big Interview’ – an in-depth, feature-length editorial series with senior figures, such as Owner, CEO and CCO – I instigated ‘Park Life’ an update-driven series featuring bitesize snippets from around the club
Offering increased cohesion between the club and its fans, the news updates covered everything from breaking news on 5G activation in the stadium through to confirmation of Aston Villa as the first club in the world to integrate pre-paid contactless and chip and pin payment technology into season and member cards.
This was a weekly blog – and regularly featured in the top five articles over that period.
Example content below:
5G still in the pipeline
Aston Villa aren’t one of the initial dozen test sites for 5G – but club chiefs are hopeful they’ll be able to trial the technology in Phase 2.
The Government committed to create test sites to put 5G in place as we aimed to be one of them.
The Government’s Department of Culture, Media and Sport didn’t select B6 in the opening stage but there’s confidence that we will come in at a later date.
Operations Director Ian Dimmock said: “We submitted an application to support the 5G rollout in the UK.
“The first 12 sites have been selected but we are not one of those sites. However, we have been told we might get called in for the second round.
“Although we are not top of the list, I am still very hopeful.
“The reality is that the 5G installation, if it goes ahead at Villa Park, will just be on a test basis.
“There will be a certain amount of 5G handsets that come as part of the trial – in other words, we are essentially trialling the technology.
“In terms of additional benefits to fans, there won’t be any at this point. But there are big benefits in that we will be checking if it’s ‘future proof’ for when 5G gets launched as a standard.”
Football first
Aston Villa have been confirmed as the first club in the world to integrate pre-paid contactless and chip and pin payment technology into our season and member cards.
The new technology will enable fans to use season/member cards in the same way as any pre-paid payment card, including contactless payments up to £30, with supporters earning Pride Rewards points at a ratio of one point for every pound spent.
The world-first will be discussed in the coming weeks as Head of Data & Insight, Matt Swindells, features on the Gadget Show on Channel 5.
As part of the innovative scheme, fans will be able to use their cards to enter the stadium, and at all Villa Park payment terminals – including concourses – the Ticket Office and the Aston Villa Store.
In addition, the card will enable fans to shop online, both at the online store and soon on the high street at a host of affiliate retailers who will be announced in due course.
#PartOfThePride hits Villa Park tunnel
Our highly successful #PartOfThePride campaign has now reached the Villa Park tunnel.
The interactive social mosaic, which incorporates everyone that tweeted #PartOfThePride to our official Twitter account during the early stages of the campaign, will now be one of the final things the players see before taking to the field on matchday.
Inserted ahead of our live Sky Sports game with Nottingham Forest this weekend, the tunnel is the latest #PartOfThePride artwork to feature around the stadium – alongside the giant Holte End flag, ball boy flags, guard of honour flags and corner flags.
McGregor motif
Here’s the first glimpse of our new kit – and it’s a motif of club icon William McGregor.
We revealed some months ago that the 2018/19 strip would feature a “visible nod” to our legendary director – and here it is!
McGregor will feature on the back collar of our home, away and goalkeeping as we celebrate the 130th anniversary of the foundation of the Football League.
It was in 1888 when Villa took their place as founder members of the Football League, thanks to his vision.
As we prepare for the upcoming launch, don’t forget we also have our new terrace range available – it’s now on sale via Villa Park and our Online Store.
Pitch perfect
Operations Director Ian Dimmock has spoken of “excellent progress” with the installation of a new pitch at Villa Park.
Dimmock says that we are one week ahead of schedule as we get the playing surface ready for the start of the 2018/19 campaign.
The previous pitch – including 7,000 tonnes of existing materials – have now been removed from the site while a new drainage and irrigation system – including eight sensor sprinklers – has been installed.
New undersoil heating has also been put in – and the pressure tested – with 19 miles of waterpipes installed as part of this.
Dimmock added that “4,500 tonnes of material has now been reinserted” as part of the rebuild – this is less than before due to the new pitch having a lower camber to improve sight-lines.
This week is seeing the “final build up” to ensure the pitch is at the required heights in readiness for the Desso machines to commence fibre-stitching next week.
Paul Brown 