Welcome to another exciting episode of the "Sutton United Talk Time on Podcast," proudly brought to you in association with Lucky Star Gin. I'm your host, Mike, and today we have an engaging conversation lined up featuring Jack Daly. Although it might be your first time hearing from him, it's actually our third recording together. Consider him a friend of the show already!
In this episode, we delve into Jack’s background, his journey before joining Sutton United, and his vision for the future. So, without further ado, let's get started!
Introduction
Host and Guest
I'm Mike, and I'm thrilled to host this episode where we pull back & peek behind the Amber curtain on what’s happening within Sutton United. Our guest today is none other than Jack Daly. This episode will be particularly intriguing for those interested in the inner workings of football clubs and the individuals who shape them.
Jack Daly – The Journey So Far
From Northern Ireland to Sutton United
Jack Daly hails from Northern Ireland and has a rich background in various facets of marketing and communications. He studied at Oxford Brookes University, where he completed both his undergraduate and master’s degrees. Post-education, his career took him to notable companies such as Guinness, Captain Morgan, Smirnoff, and many others, including Cricket Ireland and Forest Green Rovers.
"The potential behind Sutton United is massive. Bigger than people even realise."
Working with Big Names
In his diverse career, Jack has always been at the intersection of marketing, media, and communications. Working with globally recognized brands like Guinness and Smirnoff has given him insights into how large companies operate and market themselves.
Experience in Various Roles
Jack’s role at Forest Green Rovers, a club known for its sustainability-first approach, gave him a unique perspective on how football can intersect with broader social issues. His experience ranged from commercial roles to hands-on event management.
Why Sutton United?
The Appeal of Sutton United
Jack was drawn to Sutton United for the potential and room for growth the club offers. Unlike some other clubs where his role might be about maintaining the status quo, Sutton provided him an avenue to build, innovate, and push the brand forward.
"I would much rather build something and try and improve something and develop something than just keep something going the way that it is."
Talking to the Owners
Jack emphasised the innovative ideas and forward-thinking approach of the club’s owners as a significant factor in his decision.
"Talking to the owners and stuff, it feels like a signing video. It feels like, yeah, I was talking to the gaffer and the gaffer had such great ideas."
Vision and Responsibilities
Marketing Director Role
As the Marketing Director, Jack’s primary goal is to enhance the brand image and make Sutton United as visible as possible, both domestically and internationally. He oversees marketing, communications, and media, aiming to elevate the club’s presence everywhere.
Professionalising the Club
One of the immediate challenges was to professionalise various aspects of the club, making sure that Sutton United operates at a standard higher than its league might suggest. This involves everything from the way social media is handled to match day operations.
"We are working and striving to be a championship club before we even make it to the championship."
Goals for the Current Season
Among Jack's immediate goals are:
Professionalising the club
Upgrading social media to provide more engaging and consistent content
Making the club championship-ready even before it achieves that level on the pitch
Exciting Projects and Initiatives
Season Ticket Enhanced Value
One of the exciting projects Jack is working on is making season tickets more attractive. This includes adding value to season tickets beyond just attending the match, turning them into a sort of membership offering additional perks and experiences.
New Kit and Fan Engagement
There are also exciting initiatives around the release of the new kit. Jack hinted that everything about this launch, from the reveal to the marketing campaigns, will be different and engaging.
Challenges and Learning Curves
Learning from Past Experiences
"Each different one has taught me different things. Working with giants like Guinness and Smirnoff showed me the elite level of marketing, while my grassroots experience at Lisbon Distillery emphasised the importance of community."
Jack’s diverse experiences have equipped him with the know-how to navigate through various challenges. Whether it’s managing major events, engaging fan communities in cricket, or working with rugby initiatives in New Zealand, each role has added to his repository of knowledge.
Engagement and Social Media Strategy
Jack discussed the innovative ways in which social media can break through the clutter to present Sutton United to a broader audience. Although sometimes silly or unconventional, these strategies are designed to ensure that Sutton’s social media reaches far beyond its existing fan base.
"The goal is to get Sutton United in front of as many people’s eyes as possible, not just our fans but other fans across the world."
Addressing the Blackout Controversy
A particularly bold move was the recent social media blackout, which garnered mixed reactions but increased the club's visibility significantly.
"The blackout idea came from McLaren F1. It was something different and engaging, aimed at making people talk about Sutton United."
Community Engagement and Interaction
Jack emphasised the importance of community engagement. While increasing the fan base is essential, nurturing the loyalty of existing fans is equally important. Supporting fans can contribute significantly by sharing content, engaging in discussions, and providing feedback.
"Realistically, we aren't going to learn what you guys like exactly until we hear your views. If you hate it, be transparent."
Conclusion
In summary, this episode was a deep dive into the mind and vision of Jack Daly, Sutton United’s new Marketing Director. Jack’s passion for building and improving the club’s brand is evident, and his innovative approach promises exciting times ahead for Sutton United fans.
So if you’re a fan or even just curious about the inner workings of a football club, this episode is a must-listen. Be sure to follow us on social media, participate in discussions, and share your thoughts. Let’s keep the conversation going!
Calls to Action
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Thank you for tuning in, and we’ll see you soon with more insights and stories from Sutton United. Stay connected, stay engaged, and most importantly, stay passionate!
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