Suzie Blair - RYA · Marketing your club workshop February 2011 . Protecting your Rights, Promoting...
Transcript of Suzie Blair - RYA · Marketing your club workshop February 2011 . Protecting your Rights, Promoting...
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
Protecting your Rights, Promoting your Interests
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
organisation or club, while improving your profile
within the community.
What is your clubs brand identity?
What is your unique selling point?
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
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…
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
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…
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
Discussion/exercise
• Identify an area of external marketing
for your club
• Consider what resources you will use
What – Why – When – Where – Who
15 minutes
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
Protecting your Rights, Promoting your Interests
Social media explained…
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
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…
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
Sport England online tool kit
Protecting your Rights, Promoting your Interests
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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B
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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?
Protecting your Rights, Promoting your Interests
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
Protecting your Rights, Promoting your Interests
Contact Details
Suzie Blair RDO North East &Yorkshire
( 07771 642 933 : [email protected]
Liz Wrigglesworth ODO and RCC
( 07789 271 810
Helen Bainbridge ODO and RCC
( 07825212985 : [email protected]