Urheiluopistosäätiö supports sport and physical education in Finland with around half a million euros annually. In Finnish terms, this is a significant amount for the promotion of sport and physical education. In its vision, Urheiluopistosäätiö wants to be one of the best-known promoters of equality. This is reflected both in the grant recipients and in the content of the communications.

At the beginning of the partnership, the key short-term objectives for communication were to test new content formats and to develop the measurement of communication. Social media work had already been going well for a couple of years, but mainly with text and image content.

Cooperation off to a good start at TAHTO

We decided to take the first step with moving image productions. We got down to business right from the start with a unique event: the Foundation presented three sport achievement awards to mark its 70th anniversary.

For the live event at the TAHTO Cultural Centre for Sport and Physical Activity, the Myy team packed not only their lighting and video equipment, but also their streaming tables. This allowed stakeholders and media representatives to watch the event remotely – either live or afterwards as a recording.

Almost half of the video content

In less than a year, Urheiluopistosäätiö has seen a significant shift in the weight ratio of its content formats, with video content increasing from almost zero to 46% of the content it promotes.

An engaged audience

At the beginning of the partnership, we noticed that social media analytics showed exceptional figures for audience engagement. The article content had already been highly engaging for their target audience, but the videos clearly added value. The video content from the Defence Forces Sports School camp in Pajulahti, with a whopping 56% engagement rate, was the biggest driver of engagement on the social media accounts of Urheiluopistosäätiö.

The most read article in spring 2023, based on website analytics and social media clicks, was a story about para-alpine skier Nette Kiviranta.

In a short period of time, we have expanded the moving image as an important content focus alongside text. However, the most important thing has been to see that our audience has embraced the new ways of communicating and is even more engaged than before.

Jukka Hako, CEO