Lots of interest, no strategy.
Everyone knows what hockey is, and as the state sporting body responsible for the sport, Hockey Victoria definitely had a large audience to begin with. We a lack of strategy to hang everything together, often effort was being wasted.
Competition between sports.
With competition from other codes, participation is key for Hockey Victoria, and as part of this, Hockey Victoria was aiming to increase registered participation by 5,000 members – and social media played a large role in this.