SK FOOTBALL ACADEMY SK FOOTBALL ACADEMY
Marketing plan for SK Football Academy, December to February. Video first, on the grass, and every part of the funnel joined up.
Great coaches stay the backbone. The feed shows the fun and the families around them.
Instagram, TikTok and YouTube all run on video. Around 90% of the work is reels.
Kids talk about the content and it brings in new kids. Coach challenges and silly ideas stay.
Phone and camera, shot by me. The in-house graphic designer for static work.
The team always knows what is being shot, what is posting and what is next.
Handover in late November, start the first week of December, straight into Christmas camps.
The UAE's longest-running football school
Instagram followers on @skfootballacademyuae
Ages coached, across the UAE
Big partners: Wolves, DHL, TOD, Nike, Wellfit
| Part of the funnel | Today | In this plan |
|---|---|---|
| Social video | Working. Kids talk about it. | More of it: 6 to 7 reels a week in clear series |
| Website | Registration moved to ClassCard, site needs a refresh | Refresh with the web company, a book button on every page |
| Google + ChatGPT search | Nobody working on it | Google profile per location, pages that answer parents' questions |
| Families already at SK | No set WhatsApp or email flows | Welcome, birthday, re-enrol and bring-a-friend flows from ClassCard |
| Enquiries | Answered by hand | AI chat that answers prices, times and locations at any hour |
| Paid ads | Media buyer in place | Fresh creative every week, tracked through to sign-ups |
A parent usually sees SK four or five times before they look at prices. Social builds that. Search catches the parent who is already looking. Families already at SK bring the next ones.
Media buyer, web company, graphic designer, ClassCard. Nothing new to hire.
Make the content, brief each partner, and join every piece up so it all points to one booking.
SK: the fun, family football academy, trusted since 2002. Every post shows one part of it.
Why content first: it already works, and the Christmas camps can't go quiet.
Why search second: the website and Google profiles need fresh photos and video from step 2.
Why families third: the flows use ClassCard data and the messages that worked in steps 2 and 3.
Coach vs KidOne challenge between a coach and a player.
FamilyFirst Day, Birthday at SK or Parent Sideline.
Meet the CoachOne coach, their story, their character.
Trend + SK twistA trend that is working now, always ending on SK.
MatchdayWeekend fixtures, camps and results. Team update goes out.
Big storyWolves, SK Champions, SK Malawi or a skit.
Stories onlyPolls, term reminders, Q&A. The feed rests.
on the grass every week, filming sessions the coaches already run. No coach moves a session for content.
The content calendar is always planned two weeks ahead and shared with the team.
A short WhatsApp update to the team: what got shot, what posts next week.
"Can a 7 year old beat Coach on the crossbar?"
Keeps what already works: coaches up for silly challenges.
"POV: Coach says it's the last drill."
Short funny sketches with the coaches and kids.
"Nervous walk in. High fives out."
Shot at kid height on a new player's first session.
"The birthday kid picks the drill."
Fun for the family, and it shows the party package.
"What changed since your kid joined SK?"
One parent, one question, filmed on the sideline.
"How long have you been at SK?"
The people story that already did well on the feed.
"A mic on Coach for a whole session."
Kids are funny, coaches sound like pros.
"Meet the academy SK is building in Malawi."
Wolves, SK Champions, SK Malawi: out of the highlights, into the feed.
Every video ends on SK. A trend is only worth it if the last second says who we are.
Only kids with a parent's yes. Filming follows SK's photo consent, with extra care for SK Champions.
Hooks above are examples. The real lines come from real kids, parents and coaches.
Camp and term dates follow the SK calendar once I have it in the handover.
| Nov | Dec | Jan | Feb | |||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| week of | 9 | 16 | 23 | 30 | 7 | 14 | 21 | 28 | 4 | 11 | 18 | 25 | 1 | 8 | 15 | 22 |
| Monday meeting with the team | ||||||||||||||||
| Handover, side by side | ||||||||||||||||
| Start (first week of December) | ||||||||||||||||
| 6 to 7 reels a week | ||||||||||||||||
| Christmas camps, covered daily | ||||||||||||||||
| Google profile for every location | ||||||||||||||||
| Website refresh with the web company | ||||||||||||||||
| New-term sign-up push | ||||||||||||||||
| Show up in Google + ChatGPT answers | ||||||||||||||||
| WhatsApp + email flows for families | ||||||||||||||||
| AI chat for enquiries | ||||||||||||||||
| In-school sign-ups plan | ||||||||||||||||
| Two-weekly check-in with Ben | ||||||||||||||||
| Monthly scoreboard | ||||||||||||||||
What got shot, what posts next week. Short, on WhatsApp.
Next two weeks, what worked, anything SK wants to push, budget.
One page with the numbers below, and what changes next month.
Anyone at SK can see what is planned and add ideas to it.
Views only matter inside the SK circle: kids, parents and families nearby. Starting numbers come from the handover, then each month is compared with the one before.
| What we count | Where it comes from | How often |
|---|---|---|
| New sign-ups, and where they came from | ClassCard | Monthly |
| Trial, camp and party enquiries | DMs, WhatsApp, calls, AI chat | Monthly |
| Shares and saves | Instagram + TikTok insights | Monthly |
| Reels posted | Content calendar (aim: 6 to 7 a week) | Weekly |
| Calls and directions per location | Google Business Profile | Monthly |
| Parent questions where ChatGPT names SK | The same 20 questions, checked by hand | Monthly |
| Families who re-enrol | ClassCard, end of term | Each term |
| Who | What they do in this plan |
|---|---|
| Manu | Plan, shoot, edit, post, reply to comments. Brief every partner. Search, flows, AI chat, the monthly scoreboard. |
| Coaches | A few minutes on camera during sessions. Ideas for challenges and skits. |
| GM + admin | Session calendar, ClassCard access, quick approvals. |
| Graphic designer | Static and brand pieces when needed, briefed by Manu. |
| Media buyer | Paid ads, with fresh reels each week and tracking through to sign-ups. |
| Web company | Website changes, briefed by Manu. |
| Ben | Positioning, budget, and the two-weekly check-in. |
8 years in content and marketing. At Trifid Media in Dubai I made 1,200+ short-form videos and took 20+ brands from zero to 1M-10M organic views. I shoot and edit myself (iPhone, Sony A7S III, Premiere Pro, DaVinci Resolve, CapCut), and I've built WhatsApp marketing and automation on the Meta Cloud API.