Marketing and Communications take new path in World ParaVolley Branding Strategy

The World ParaVolley Board of Directors approved a restructuring of the organisation’s Communications Committee last week. The restructure will allow for changes in the committee’s core operational structure and function as recommended in a recent presentation by Marketing Director, Christine Shelby Porter (USA), in cooperation with Brand Communications Manager, Anna Tomas (PHI). Shelby, an experienced marketing expert working in the international merchandising industry and with a long background in sporting goods apparel and footwear, was elected in 2022.

“Christine Shelby has an excellent understanding of branding, marketing, and can now build capacity between communications and marketing efforts to put her plan in motion to help World ParaVolley update our image and be in a stronger position to help our members as a result. She has fresh ideas and shortly after being elected, visited one of the tournaments to see for herself where possibilities existed. I have worked with Christine for many years and have witnessed her clear and efficient methods to promote creative, successful campaigns. I am confident in her abilities and her desire to use her skills and incredible network of resources to support World ParaVolley,” said Lori Okimura (USA), WPV President.

The Communications Committee will identify new individuals with a professional background in media relations and press operations to join the committee. Media delegates will be assigned to increased areas of responsibility and oversight, with a continued focus on social media development as a key area moving forward.

Shelby continues to build out a new marketing commission and working group to focus on new areas of business in line with the President’s focus on creating new revenue streams for World ParaVolley in anticipation of the finalisation of incorporation in the United States this year.

“I am excited to have our Brand Communications Manager, Anna Tomas, officially part of the Marketing Team. And I look forward to working together with her to build clear and consistent messaging and processes to enable our organisation to collaborate efficiently, share ideas, and align efforts towards the common goal of growing visibility around World ParaVolley,” said Shelby.

Whilst other areas of World ParaVolley are being reviewed and recommendations made, the communications area continues to be one of the most important to the core of the organisation.

“I have full confidence in Christine…