Building brand engagement successes Our Squadron’s reputation, recognition and increasingly positive Member experiences are our core objectives. After spending seven years as a Member before joining the team, I believed I had a good understanding of how the Club operated. It didn’t take long to realise that what Members see is only a fraction of the activity taking place behind the scenes. As my first experience working within a club environment, I have been continually impressed by all of the complexity, collaboration and dedication required to keep RQYS operating so seamlessly. What can sometimes appear to be a peaceful waterfront club is, in reality, an incredibly dynamic organisation! The 141st Season provided the chance to further develop the RQYS brand, focusing on increasing community awareness, strengthening engagement with Members and prospective Members, delivering a strategic annual events calendar, refining communications and continuing to build a contemporary and recognisable public profile. Without question, the year’s greatest achievement has been the growth of the Marketing team. It has been a privilege to welcome Erik Hoffmann as Marketing Officer, Cath Cook as Events Co-ordinator and Abigail O’Sullivan as Social Media Officer. Their professionalism, creativity and enthusiasm enabled us to deliver an ambitious program of work that simply would otherwise have been impossible. I would also like to acknowledge the valuable contribution of our external partners, including Mike Middleton, Matt Tesch and many others, whose expertise has helped elevate both the quality and reach of our work. I am pleased to report on another very successful year for Marketing, Events & Communications. Throughout the 141st Season, visitation to the Club increased significantly — — indicating that more people are actively seeking out RQYS. For me, this is one of the clearest signals that our brand strength — built through reputation, recognition and positive Member experiences — continues to grow, positioning RQYS as a destination of choice within the broader community. Our digital communications have also continued to evolve. RQTV has been integrated into the Club’s website, backed by the launch of a refreshed YouTube channel and a new LinkedIn presence. Alongside these initiatives, we have implemented a structured social media and print strategy that allows us to engage more effectively with the diverse audiences that make up the RQYS community. In all, these measures have contributed to a remarkable: These results reinforce our belief that interest in RQYS continues to grow as more people discover our exceptional community. “Having now completed my second year at RQYS, I finally feel sufficiently ‘qualified’ to contribute to this remarkable annual publication,” reflects Simone Hasker, “which represents an extraordinary commitment of time and effort each year, highlighting the complexity of RQYS.” + 134% in-person visits + 47% online traffic + 102% direct website visits +16% social media follows + 71% email database Royal Queensland Yacht Squadron Yearbook Mainsheet 2026 29 Marketing & Communications Manager’s Report
RkJQdWJsaXNoZXIy Mzg4Mjk=