Marketing your club workshop February 2011 The plan for the evening - - PowerPoint PPT Presentation

Suzie Blair

Regional Development Officer - North East & Yorkshire

Marketing your club workshop

February 2011

Protecting your Rights, Promoting your Interests

The plan for the evening

Advice on promoting club activities both, externally to attract new members and internally for your current members.

1. Marketing introduction 2. External Marketing 3. Internal Marketing 4. Marketing Plan and other supporting resources 5. Putting it into action…3 actions…

Protecting your Rights, Promoting your Interests

What is Marketing?

• Marketing is the process of performing market

research, selling a product/service to customers and promoting them via advertising

• It is an integrated process through which

companies build strong customer relationships, creating value for customers

• Being able to promote your club well and having

effective communication within your club are both is crucial to its future

Protecting your Rights, Promoting your Interests

The Marketing Mix

• Product – A tangible object or service that is

available to users

• Price – To them and to you!
• Place - Distribution channel and your location/

market audience

• Promotion - represents all areas communication;

advertising - public relations - personal selling - sales promo

• What – Why – Who – Where – When

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Good Marketing = successful club

A successful clubs is:

• Vibrant through the activities and events the

club organises

• Visible through its communication with

members and potential members

• Viable with sustainable funding and support
• Rate your clubs image…

Protecting your Rights, Promoting your Interests

Branding

• Branding is the term to describe the design and

logo that identifies your organisation

• Branding assists the public in identifying you
• A strong brand can build recognition for your
• rganisation or club, while improving your profile

within the community.

• What is your clubs brand identity?
• What is your unique selling point?

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First impressions

• Clubhouse exterior/perimeter fence/signing
• The Club website
• The welcome
• Close the

loop

• Ensure

follow up

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AREAS OF A MARKETING

STRATEGY HOW WILL THIS BENEFIT YOUR CLUB

Internal marketing - keeping your current members up to date with the latest news Higher attendance at events, Increased active membership External marketing - advertising your club to attract new members Increased membership numbers Identifying your target market using Sport England’s market segmentation tool kit Increased membership numbers Publicising your activities to the media – local and sailing community Raising the profile of your club Promoting specific events – internally and externally Increased active membership and improved retention and reward of volunteers

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External Marketing

• Raising the profile/awareness of your club
• Advertising your club to attract new members
• Publicising your activities to the media – local

and sailing community

• Promoting specific events
• How do you do this…

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Sources of external marketing

• Sign outside your

club house!

• Website
• Links from other

websites

• Flyers/letters
• Posters
• Tourist information
• Word of mouth
• Welcome packs
• Welcome team/

buddy system

• Other sports

clubs/centres

• Social media

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Attracting the media

• They need you!
• Work out who to target and make contact
• Try the human angle
• Have your ‘good news’ stories clear
• Avoid jargon, use a quote and a picture
• Advice hand outs & other people there to

help you spread the word…

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Internal Marketing

• Keeping your members informed
• Retaining membership and volunteers
• Creating a welcoming sociable environment
• Promoting specific events
• How do you do this…

Protecting your Rights, Promoting your Interests

Sources of internal marketing

• Website
• Newsletter
• Notice board
• Flyers/Posters
• Social media
• Text message
• Letters/Emails
• Fleet Captains
• Social secretary

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Discussion/exercise

• Identify an area of external marketing

for your club

• Consider what resources you will use

 What – Why – When – Where – Who 15 minutes

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Coffee break – Next…

• Considering why people join, stay and leave

your club

• Brief intro to social media
• Basic marketing plan
• Sport England Market Segmentation info
• Further reading/support

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Social Media

• Use of web-based and mobile

technologies to turn communication into interactive electronic dialogue

• Inexpensive and accessible for

anyone to publish or access information

• Brief RYA Guide online soon:

– Introduction & where to start – Hints, Tips, Do’s and Don'ts

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Social media explained…

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Basic Marketing Plan

• Who is responsible for ‘marketing’ at your club?
• Clear - Be an unambiguous statement of 'exactly' what is

to be done

• Quantified - The predicted outcome of each activity

should be

• Focused – Stay on track
• Realistic - They should be achievable
• Agreed - Those who are to implement them should be

committed to them and agree that they are achievable

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Your Marketing Plan

What Int/ Ext How Who/ Cost Timing Open day 11th June int Facebook page Bring a friend flyers Website Members promote CM JB £30-40 SB On-going updates Begin May On-going updates Open day 11th June ex Website Poster in local shops etc Flyers library, sports centre Local radio SB CF HH PO ER PA PP AN On-going updates Begin May Begin May Wed 8th June Laser training day and BBQ 22nd April int Facebook and website Email to all Laser sailors Poster in clubhouse Notice board CM KP LL LL On-going updates Early March & April Mid March Mid March

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Market Segmentation

• Sport England has developed 19 sporting

segments

• Helps you identify who your customer/potential

club member is

• What they want - motivations and barriers
• Best methods of communicating with them
• RYA version…

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Protecting your Rights, Promoting your Interests

Sport market Segmentation web tool

• Interactive web tool to analyse segment

population and their characteristics at different geographic levels.

• About them – description, what they want,

motivations and barriers

• Course format – e.g. start sailing over six

evenings

• How to communicate – buzz words, channels

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Sport England online tool kit

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Further support online

• www.humbersport.com
• www.westyorkshiresport.co.uk
• www.sysport.co.uk – club audit
• www.promotingactivity.com
• http://www.sportengland.org/support__advic

e/promoting_your_project.aspx

• http://segments.sportengland.org

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1 2

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A B

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Memory stick resources

• Marketing your club video clips
• Marketing your club supporting materials:

– Sport England club promotion toolkit – RYA Market Segment introduction – RYA market segments – RYA PR Tool Kit – Creating a flyer – Creating and advert – How to use branding – Working with the media

Protecting your Rights, Promoting your Interests

Conclusions

• 1. Keep your current members informed
• 2. Ensure people know who/where you are
• 3. Once you have them – keep them!
• 4. Consider your market – internal initially then external
• 5. Your branding and mission statement
• 6. Vibrant – Visible - Viable
• Final thoughts/Questions?

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Sail for Gold – RYA Olympic Activation

• Saturday the 11th of June 2011
• 1. Appoint and register your Activator

www.rya.org.uk/go/activator

• 2. Get involved and mark the occasion..

 Club/centre open day activity  Club/centre regatta/competition  Club/centre social event

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Contact Details

Suzie Blair RDO North East &Yorkshire

( 07771 642 933 : suzie.blair@rya.org.uk

Liz Wrigglesworth ODO and RCC

( 07789 271 810 : lwrigglesworth@wakefield.gov.uk

Helen Bainbridge ODO and RCC

( 07825212985 : helenbainbridge@me.com