Client name withheld under NDA.
Football club singapore is searched about 1,600 times a month, and parents looking for a youth programme have many choices, from big commercial academies to school teams and community clubs. Community clubs often offer great coaching at a fair price, but they are run by volunteers with little time or budget for marketing, so parents simply never hear about them.
This club fielded adult teams and ran a youth academy for players aged 6 to 16 on weekends. A volunteer posted match results on Facebook when they had time, the page had 2,800 followers and engagement sat at 1.4%. The club spent about S$450 a month boosting posts, which brought in 12 trial sign-ups a month at S$38 each, and around 5 new players joined the academy each month. Most new families still heard about the club by word of mouth from existing parents.
We focused the ads on parents living near the club's home ground, excluded audiences under 18 in line with Meta's rules, and created a clear offer: a free trial session with a coach's feedback for each child.
Parents choose an activity they can get to every weekend. Reaching families nearby with a simple, free first step made it easy to say yes. A coach's feedback also gave parents something useful from the trial, even if their child did not join.
We set up a simple weekly content plan: coach tips, training clips, match highlights and player milestones, with a short brief so volunteers could film on their phones.
Regular posts show parents an active, friendly club. Keeping the plan simple meant busy volunteers could actually keep it going. Training clips also showed parents the coaching style and the friendly atmosphere, which mattered more to them than match results.
We added a Facebook lead form for trial sessions with the child's age and preferred session, and set up confirmation and reminder messages the day before.
Asking for the child's age put each family in the right session. Reminders cut no-shows, which mattered for coaches planning small groups. Grouping trial sessions by age also let coaches plan small, well-run sessions that gave each child a good first impression.
We encouraged parents to share photos and moments from training in the club's Facebook group, highlighted volunteer coaches and celebrated youth player achievements.
Parents trust other parents. A lively community page was the club's best advertisement to families deciding where to go. Celebrating volunteer coaches also helped the club recruit new volunteers from among the parents.
We increased spend before the school holidays and the new season, and retargeted parents who had watched training clips but not signed up.
Families decide on weekend activities at set times of year. Spending more at those moments filled trial sessions when parents were ready to commit. Retargeting parents who had watched clips also reached families who were interested but had not yet chosen a club.
Six months in, the club received 29 youth trial sign-ups a month instead of 12, at S$17 each instead of S$38, on a budget that rose only from S$450 to S$500. Fourteen new players joined the academy each month, up from five. The Facebook page doubled to 5,600 followers and engagement rose to 3.9%. Volunteers kept the content going with their phones, and two local businesses approached the club about sponsoring youth kits after seeing the page. The club now has a simple routine it can keep running season after season without outside help.
Local parent targeting, a free trial offer and weekly content from volunteers.
Trial sign-up forms, reminders and an active parent community took sign-ups past 20 a month.
29 trial sign-ups and 14 new academy players a month.
For a youth academy, parents decide. Ads aimed at local parents, with a free trial and coach feedback, did far better than boosted match results.
A weekly plan with short briefs and phone filming kept content going without overloading the people who run the club.
Photos and stories shared by parents in the club's community were more convincing to new families than anything the club posted itself.
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