ASC/LSC Joint Meeting

Try Curling and Marketing Presentation

Judith McCleary Development Manager

Stuart McLean Marketing Officer

Background

2002 – 2010 • ‘Come & Try’ sessions hosted at facilities • Financial support from RCCC towards ice fees 2010 • ‘Try Curling’ programme introduced • Domain name purchased to direct people to 1 place for information • Co-ordinated approach with facilities and development groups • Financial support from RCCC towards ice fees • Estimated 2000 participants during 2010 Olympic period (data for 1301) 2012 – present • Review of Try Curling programme • RCCC & WCF DAP investment

• Modern and appealing design

• Easy to remember

• Works across publicity channels

• Programme identity

• Promotes website

• “Try Curling is an RCCC initiative” underpins relationship with Governing Body

Brand

Try Curling Packs • Session Plan • Name Labels • Participant Details Form • Hotshot Challenge Information

and League Table • 2 x Try Curling Champions

Evening Invitation per Ice Rink

Try Curling Packs (Participants) • Folder • Beginner Class Flyer • Feedback Form • Beginners Guide

Finance • £200 ice + £2 per participant

(between 15 Feb and 9 Mar 2014)

• Additional £2 if RCCC member by 31st Dec 2014

Funding and Support from RCCC

Try Curling Legacy Conference

• Volunteers

• Coaches

• Facility Management/Staff

Try Curling Module

• 6 Modules

• Geographically Spread

Adaptive Programme Modules

• Introduction to Coaching Wheelchair Curling

• Introduction to Coaching Vision Impaired Curling

Education

Try Curling Tool Kit

Try Curling Media Coverage

Website Statistics

Trycurling.com: Feb 1 2014 – Feb 28 2014

0.08 (53.5million)

0.18 (5.3 million)

0.05 (3 million)

0.03 (1.8 million)

% of population

Trycurling.com: Feb 1 2014 – Feb 28 2014

UK Audience

2013-14 Try Curling Participants

2014 Legacy

Conference

TryCurling Sessions

Beginner / Follow Up Classes

RCCC Virtual Club

RCCC Affiliated

Club

Pathway

2014-15 Focus Areas

Follow-up and retention of Try Curling participants • Beginner Courses

• Completion of courses started at end of 2013-14 season • Structured courses (RCCC recommendations)

• Virtual Clubs • Adequate ice to accommodate recent Try Curling participants • Direct contact to Beginner Course participants (one contact person only) • Membership forms available at end of Beginners Course with Virtual Club info • Friendlies with suitable clubs to feed into

• RCCC membership • £2 to Dev Group / Facility for each Try Curling participant (between 15 Feb & 9 Mar 2014)

who joins as a new RCCC member before 31st Dec 2014 • RCCC administrating the tracking of members (payments will be made in Jan 2015)

Research

• Member demographics - number/percentage change of full members, junior members, deceased, new members, satisfaction.

• Development initiatives Try Curling, Curling’s Cool, Skill Awards – number of sessions, participants, enquiries, retention rate.

• Development Officers – targets, objectives, activities, volunteers. • Clubs - Number/percentage change of affiliated clubs, virtual clubs. • Website Statistics - pageviews, visits, pages visited, location. • Social Media posts – total audience, reach, likes, shares, reposts. • Press Coverage – readership, circulation, cuttings. • TV and Media Coverage – viewer numbers, listeners. • Your Curler – subscriber, open rate, click through, unsubscribes. • Events – number/type competitions, spectators, sponsors. • Investment – sponsorship income, referrals, proposals/applications, revenue.

Member Demographics

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

0-20 21-30 31-40 41-50 51-60 61-70 71+

Sources: *RCCC member database **2011 member poll.

63.1% 36.9%

Gender* Age**

Employment**

Male

Female

Aberdeenshire

Tayside

Dumfries & Galloway

Lothian

Stirlingshire

Glasgow

Western Isles

Highlands

Ayrshire

Orkney

Fife

Lanarkshire

Renfrewshire & Argyll

Perthshire

Location*

Research – Your Curler

How do you read Your Curler?

Age Group answered

If not why not?

Have you ever submitted an article to Your Curler?

Branding

Scottish Curling and Try Curling are RCCC Initiatives

Skill Awards Resources

• T Shirts • Badges • Certificates • Resource Manual

Communications

Early 2011 • royalcaledoniancurlingclub.org (old) • rcccmembers.org • Press email list • Email News • Member postal mailing • RCCC Annual • AGM • Ice Rink Notices

April 2014 • royalcaledoniancurlingclub.org (new) • rcccmembers.org • Member postal mailing • RCCC Annual • AGM • Ice Rink Notices • Newslink • Your Curler • trycurling.com • Social Media: - Facebook - Twitter - YouTube - Flickr • scottishcurlingtrust.org • Britishcurling.org.uk

Frequency Annually Monthly Weekly Weekly Daily Hourly

Communication Process

• Member Clubs and Associations

• Individual players, coaches and officials

• Sponsors and investors • Suppliers • Partners, local authorities, ice

rinks • Media • Internal - RCCC staff • Public

• What is the call to action? • What do I want people to

know? • What is the context/is it right

for RCCC? • Who are we trying to reach

and when? • What is the time frame?

Who is the target audience? What are the key messages? How do we deliver?

Global Audience

royalcaledoniancurlingclub.org: Jan 1 2013 – Dec 31 2013

UK Audience

royalcaledoniancurlingclub.org: Jan 1 2013 – Dec 31 2013

Website Statistics

royalcaledoniancurlingclub.org

Fundraising 2013-14

Title Sponsors Sponsors Advertisers Grant Funders

A.M. Ross Family Foundation

Sponsorship Announcement

OVD RUM - Title Sponsor of the 2015 Scottish Curling Senior Championships

End