GO Presentation 1
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Transcript of GO Presentation 1
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GYMNASTICS ONTARIOMARKETING & COMMUNICATIONS STRATEGY PROPOSALMaggie Clapperton August 2015 (2nd Interview)
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1.APPROACH
Laying our foundation
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The Approach What is our purpose? Who is our target
audience? What are our business
objectives? What is our value
proposition? What is our brand
language?
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2.STRATEGY
Leveraging our ecosystem
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“It is much easier to put
existing resources to better use than to develop
resources where they do not exist.
- George Soros
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OUR ECOSYSTEM
GYMNASTICSONTARIO
GCG
OURGYMNAST
SOURPARENTS
OUR COACHE
S
GO MEMBER CLUBS
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3.TACTICS
How do we leverage our ecosystem?
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Tactics Develop a brand language Observe best practices Relationship building Standardized messaging, tools
and content Social media for parents Social media for kids Integrated plan to engage
schools & school boards Integrated plan to engage
community organizations
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1) ONE VOICE, ONE MESSAGE
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Gymnastics Ontario as Matriarch
If every gym club is a family then GO can be seen as the matriarch of that family, providing each club with the tools they need to promote the physical and mental benefits of gymnastics.
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#SPORTSTARTSHERE
GYMNASTICS IS THE FOUNDATION OF ALL OTHER SPORTS
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2) OBSERVE BEST PRACTICES
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Best Practices
What has worked for Gymnastics Canada?
USA Gymnastics?
What about other sports organizations?
How can we adapt these successful techniques?
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BUILDING RELATIONSHIPS
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Marketing Relationships
What do our clubs want?
What do they need from us in order to effectively share the benefits of gymnastics beyond their current members?
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3) STANDARDIZED CONTENT & TOOLS
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Standardized, Sharable content
This goes back to having “one voice, one message.”
As “matriarch” GO is responsible for creating content and tools that can be leveraged by our member clubs.
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4) SOCIAL MEDIA FOR ADULTS
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4) SOCIAL MEDIA FOR KIDS
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6) SCHOOLS & COMMUNITY GROUPS
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Integrated Plans for Engaging the Wider Community
Beyond leveraging our current ecosystem, we can eventually develop plans to engage schools, school boards and community groups who emphasize physical literacy.
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THANK YOU! Questions?