Dart Marketing× Topline NextGen Let's talk
Confidential · Prepared for Topline NextGen · June 2026
Growth Marketing Proposal

Great coaches.
Quiet feed.
Let's fix that.

Thirty years of the best cricket coaching in Melbourne's east — finally with an audience to match.
StrategyContentSocialReels & VideoPaidWeb
One team. Built for growth, not just posts.
Scroll

You've got the talent.
The feed hasn't caught up.

01
The roster is the whole story. Topline's coaching staff includes a former Sri Lanka Test captain who took 433 Test wickets — the most successful left-arm spinner the game has ever seen — plus a former Sri Lanka quick and a former Sri Lanka women's captain. No cricket centre in Melbourne has a bench like it.
02
Facebook is sorted. Instagram isn't. 7.6K on Facebook already leads the coaching category. But on Instagram — 1.2K followers across 275 posts — the feed reads like a club noticeboard. The people who'd make someone stop scrolling are barely on it.
03
This needs a system, not the odd post. A proper content engine that films the coaches, follows the kids, and runs every week across Instagram, Reels and TikTok — pointed at filling lanes, camps and the academy.
Training in the nets at Topline
In the nets
Junior coaching session
Junior sessions
Inside the Topline centre
The centre
No cricket centre in Melbourne
has a bench like it.

Cricket's never been bigger.
And it's decided on a phone now.

The game is growing fast in Australia, and the growth is landing right in Topline's catchment. These families compare, judge and book coaching on Instagram, WhatsApp and TikTok — long before they ever pick up the phone. The centre that looks best online wins the enrolment.
669,642
registered cricketers nationwide in 2024–25 — a record high, with club cricket up to 348K.
Cricket Australia 2024–25 Census
103K+
South Asian participants — a 2027 target hit two years early. Now 17% of all junior talent pathways. This is the outer-east's core market.
Cricket Australia 2024–25 Census
+11%
jump in girls joining Cricket Blast in a single year — the fastest-growing segment in the sport, and one Topline already coaches.
Cricket Australia 2024–25 Census
The pointdemand is rising and your strongest audiences live on video-first social. The only question is who they follow. Right now, nobody in the category has given them a reason.

Here's what your rivals
are actually posting.

Public Instagram feeds, June 2026 — their real grids, not our description of them.
Ringwood Indoor Sports
@ringwoodindoorsportscentre
IG
2.3K
FB
4.9K
Posts
—
Posts daily to every other day
Multi-sport promos and holiday flyers. Cricket is one of five sports fighting for the feed.
The gap
A busy noticeboard with no cricket identity.
Cricket HQ
@crickethqvic
IG
844
FB
605
Posts
91
Posts every day
Camp flyer after camp flyer — the same 'Register Now' template on repeat.
The gap
All selling, no story. Nothing makes you follow.
Elite Cricket Centre
Melbourne, VIC
IG
136
FB
2K
Posts
—
Posts every 5–6 days
Launch hype and facility tours. Big new room, almost no ongoing rhythm.
The gap
Brand-new money, 136 followers. Wide open.
The Cricket Warehouse
@the_cricket_warehouse
IG
3.7K
FB
611
Posts
326
Posts roughly every 2 weeks
Gear deals and product shots. A shop, not a coaching brand.
The gap
Biggest following, but nothing on coaching or kids.
Read the roomevery rival is shouting offers. Not one is building a brand people actually want to follow. That lane is empty — and you have the best story to fill it.

Make the talent
impossible to scroll past.

Lead with the people — Build the brand around the coaches and the kids, not the price list. The Test cricketers in your nets are the hook nobody else can copy.
One unmistakable look — A NextGen visual system — type, colour, motion — so a parent knows it's you before they read a word.
Video first, every week — Reels and TikTok as the engine, not an afterthought. That's where the families deciding on a centre actually spend their time.
Turn views into bookings — Every post has a job — a camp to fill, a lane to book, a program to join. Reach that doesn't sell is just noise.
The bar we're aiming for
Feeds this sharp already exist in football, padel and tennis. None in Melbourne cricket. This is the standard we'd hold yours to.

Two campaigns.
One content engine.

The Net Sessions campaign visual
Campaign One · Concept
The flagship series

The Net Sessions

Concept
A weekly, cinematic coaching series shot in your nets. One episode, one fix: a single delivery, drill or technique broken down by the international bench. Short, sharp, built for Reels and TikTok — the kind of content only Topline can make.
Objective
Own 'cricket coaching authority' in Melbourne. Give parents and players a reason to follow, save and share — and a clear line straight into one-on-one coaching and academy bookings.
Authority
Saves & shares
Follows
Weekly growth
Bookings
Coaching leads
The growth engine

NextGen Journeys

Concept
Follow real academy kids across a camp or a season — first session nerves, the drills, the breakthrough, the match-day moment. Honest, emotional, endlessly shareable by proud parents. The story a flyer can never tell.
Objective
Fill the holiday camps and the junior academy, and turn every parent into a referral engine. When families see kids like theirs improving at Topline, the next intake sells itself.
Sellouts
Camp intakes
Reach
Parent shares
Referrals
Word of mouth
NextGen Journeys campaign visual
Campaign Two · Concept

Four pillars you can
own in 60 days.

The Net Sessions
Make Topline the name people trust for cricket coaching in Melbourne's east.
Short technique films with the international coaches — one fix per video: a grip, a drill, a fault sorted. Built for Reels and TikTok.
Frequency
1 a week
NextGen Journeys
Fill the camps and academy by showing real kids getting better here.
Mini-stories following academy kids and campers — first session, the drills, the breakthrough, match day. The stuff proud parents share.
Frequency
1–2 a week
Matchday Hype
Turn every camp, intake and event into actual bookings.
Bold branded graphics and quick clips — dates, prices, 'spots filling fast' — each with a clear next step to book.
Frequency
Per intake + reminders
Inside Topline
Keep the feed alive between the big pieces and build the everyday brand feel.
The room, the gear, the bowling machines, the coaches off the clock, quick wins and reposts.
Frequency
2–3 a week

Get Topline into
the map pack.

The system that makes you the first cricket centre Google shows — and the one it trusts.
Google Business Profile
Right categories, services and suburb targeting, weekly posts and fresh photos. The single biggest lever on local ranking — fully optimised and kept live.
Reviews Engine
A simple system that turns happy parents into a steady flow of 5-star Google reviews. Volume and recency are what win the 3-pack.
Local Pages
Suburb and service pages — 'cricket coaching Ringwood,' 'junior academy outer east' — written to rank and built to convert into bookings.
Citations & Tech
Consistent listings across directories, fast mobile pages and schema — the plumbing Google rewards and where most rivals underinvest.
Why it mattersads stop the moment you stop paying. Rankings and reviews compound — they keep delivering bookings for months after the work is done.

A website that
keeps up with the brand.

We’ve already built your site — and from here we keep it running for you: maintained, improved and always current, so it’s one less thing you ever have to worry about.
Always Current
Camps, intakes, prices, coach bios and schedules kept up to date — so the site never contradicts the feed mid-campaign.
Fast & Secure
Hosting, updates, backups, security patches and uptime monitoring. No broken pages when a campaign is driving traffic.
Built to Convert
Clear booking and enquiry paths, a dedicated landing page for each campaign, and tracking on every form and call.
Monthly Reporting
One dashboard: traffic, leads, bookings and exactly where they came from — so spend always ties back to results.
The pointa maintained, fast, conversion-ready site is the difference between a click and a booking. Everything upstream depends on it.

When you're ready to
pour fuel on it.

Organic and social build the base. Paid buys reach and bookings on demand — optional, and only worth it once the funnel converts. You set the spend; we make it work.
Search & Maps · Google Ads
Capture the intent
Capture high-intent searches the moment a parent decides — 'cricket coaching near me,' 'holiday camp,' 'junior academy.' Bookings in days, not months. Pairs directly with the Local SEO work.
Instagram & Facebook · Meta Ads
Fill the camp
Push the NextGen content, camps and intakes to lookalike parents in your catchment. Cheap reach, and the fastest way to fill a camp or a new intake on a deadline.
$1,000–1,500
Recommended starting media spend / month
$2,000–2,500
Scale-up in camp & intake season
~$2–4
Typical local cricket cost per click (AUD)
Media spend is paid directly to Google and Meta — separate from the retainer. Ad management is included in the Performance package.
Budget ranges based on 2026 Australian small-business benchmarks for local service and education categories.
Every post has a job.
Reach that doesn't sell is just noise.

Pick the engine
you want to run.

Basic
Social
$2,500AUD / month
  • The full content engine in this proposal — strategy, campaigns, pillars
  • Shooting, editing, posting & scheduling
  • Instagram, Reels, TikTok & Facebook
  • Community management & monthly report
Best for building the audience and the brand.
Growth
Social + Website
$2,900AUD / month
  • Everything in Basic
  • Full website management & maintenance
  • Always current, fast & secure
  • Conversion tracking & monthly site reporting
Best for turning the audience into bookings.
Full Stack · Recommended
Performance
Social + SEO + Web + Ads
$3,400AUD / month
  • Everything in Growth
  • Full Local SEO engine — GBP, reviews, local pages, citations
  • Paid ads management — Google + Meta
  • One funnel: search, social, site & paid working together
Best for maximum bookings. + ad media spend (rec. $1,000–1,500/mo) paid to platforms.
All packages month-to-month — no lock-in. Prices in AUD, exclusive of ad media spend and GST. Production-heavy months and one-off builds quoted separately.

Let's get Topline
the following it's earned.

Point of contact
Umair Ansari
Founder · Dart Marketing
umair@dartmarketing.io
dartmarketing.io
Karachi · Dubai · NYC · Sydney
Full-stack brand & content, built for growth.