Essendon has taken a novel approach to its 2011 membership campaign, by launching what chief executive Ian Robson describes as ''the world's largest video diary of football club members''.

The new website, I'm One, allows Essendon supporters to sign up as members and add their voice, and image, to a video clip of fellow Bomber members, which already includes celebrity supporters such as Peter Costello, Craig Lowndes, Nick Giannopoulos, Charlie Pickering, Jennifer Keyte, Tim Watson, Mike Munro, Lydia Lassila and coach James Hird among many others.

At the launch of the membership drive at Windy Hill on Tuesday, president David Evans said the club was aiming for 50,000 members, 25% more than in 2010.

"We're excited to be including our members in such an important campaign at such an exciting time for the club. Every single Bomber fan has a part to play in rebuilding our great club. There is no doubt we have slipped behind our rivals. And as a club, we are up for a lot of hard work, both on and off the field," president David Evans said.

"If ever there was a time for the Bomber army to stand as one and declare your allegiance to the Essendon Football Club, it is now. We know our fans are the heart and soul of Essendon, and now more than ever, your club needs you to join as a member in season 2011."

The club hopes the launch of the new website and advertising campaign, adorned with the slogan ‘Stand as one: proud, united, excited', and paired with the arrival of new coach James Hird and senior assistant Mark Thompson, will help it reach its desired membership target.

But Hird played down the importance of his return to the club as catalyst for any resurgence in membership numbers in 2011.

"I don't think it's about individuals coming back. But the supporters we've got will come back as members. The supporters we've got have been very proud Essendon people. They've always been supportive of the club in my time, and they will jump on board and reach that (50,000) mark and hopefully beyond," Hird said.

"Membership is vital for us for our survival. Essendon Football Club supporters have always been fantastic and have always gotten behind their club. Now we need them to stand up and be one, and sign up for membership. We need to be proud, united and together as a club.

"In all my time here at the Essendon Football Club, the one thing that has never changed has been the overwhelming commitment and passion shown by our loyal legion of fans. The history that this club has means we need to be better. But with the future ahead of us, there's plenty for the members to be excited about, too."

Hird said Thompson was expected to return from his holiday in the USA next week, and would quickly report for duty at Essendon training.

In the meantime, however, the club will look to recruit a young player in next month's pre-season and rookie drafts, with Hird ruling out the possibility of selecting former Melbourne veteran Cameron Bruce.

"There's a fair bit around in both the pre-season draft and the rookie draft. I think we're looking to keep youth going. We're really going to go young and we'll see what's out there - best available player in a youth direction," Hird said.

"Cam Bruce is a fantastic player. I've played against him personally, and I've got a huge amount of respect for him, but I don't think that's the direction we want to take, purely because of his age. I think Hawthorn are very keen on him. I think he would be a very good player for Hawthorn, but for us from a youth direction, it's just not the path we want to take. And that's got nothing to do with him as a player."

Hird said delisted Bomber Jay Neagle will be vying for a rookie spot with former Swan Ryan Brabazon, who had a stellar season this year with Claremont in the WAFL.

Hird also said defenders Andrew Welsh and Cale Hooker were on modified training regimes after minor groin and hamstring injuries respectively.