As a result of difficulty in recruiting referees during the pandemic, students from Fanshawe College recently partnered with the London Referees Group to create a digital strategy by building a professional website and strong social media presence for their organization. Referees are considered the “third team on the ice,” making it crucial to ensure they have the education they need to set the standard for safe play. The organization was looking for a way to educate the public about what they do.
Fanshawe students participate in projects known as Signature Innovative Learning Experiences (SILEx), which are designed to provide hands-on experiences that mirror what they will see in the real world. “Due to COVID-19, the group has struggled to retain and attract referees to the organization in their normal way because of how minor hockey has been impacted by the pandemic,” said Michelle Giroux, associate dean for the School of Digital and Performing Arts. “Through this SILEx experience, students worked on a real-time challenge for a community organization and saw the results come to life as they move forward with the return of more normal operation for minor hockey and hopefully attract new officials."
Throughout the collaboration, seven student groups from Fanshawe’s Interactive Media Design program developed strategies to elevate the London Referees Group’s digital presence, including colour schemes, logo, social media presence and a new website design. Students helped advise on how to promote COVID-19 safety information, suggesting they share their stories on social media, similar to Hockey Canada’s strategy.
“It was really eye-opening to not only to work with an organization right out of school but also remotely,” said Natasha Adler, Interactive Media Design student. “We are proud of our first workplace project; it was great to work with the group as coworkers and friends to create an excellent product.”
“Working with live clients through the Interactive Media Design program was a great experience that gave me a broader understanding of the industry,” said student Nathan Grift. “Helping to promote London Referees Group’s business gave me the hands-on experience to help me communicate with clients in my future career.”
Executives at London Referees Group selected a winning team to complete the website redesign, which has launched at londonrefereesgroup.com.
“These presentations were above and beyond any expectations,” said Josh Ackworth, president of the London Referees Group. “They were fluid and dynamic, and were presented appropriately for the target audience.” He noted that as the successful group was crowned, and the work began, the professionalism and skill set instilled in the Fanshawe students came to light.
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