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…


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


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


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…


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?


First impressions

• Clubhouse exterior/perimeter fence/signing

• The Club website

• The welcome

• Close the

loop

• Ensure

follow up


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


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…


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


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…


Internal Marketing

• Keeping your members informed

• Retaining membership and volunteers

• Creating a welcoming sociable environment

• Promoting specific events

How do you do this…


Sources of internal marketing

• Website

• Newsletter

• Notice board

• Flyers/Posters

• Social media

• Text message

• Letters/Emails

• Fleet Captains

• Social secretary


Discussion/exercise

• Identify an area of external marketing

for your club

• Consider what resources you will use

What – Why – When – Where – Who

15 minutes


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


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


Social media explained…

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded


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


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


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…


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

http://segments.sportengland.org/





Sport England online tool kit


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

http://www.humbersport.com/

http://www.westyorkshiresport.co.uk/

http://www.sysport.co.uk/

http://www.promotingactivity.com/

http://www.sportengland.org/support__advice/promoting_your_project.aspx






1

2


A

B


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


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?


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

http://www.rya.org.uk/go/activator


Contact Details

Suzie Blair RDO North East &Yorkshire

( 07771 642 933 : [email protected]

Liz Wrigglesworth ODO and RCC

( 07789 271 810

: [email protected]

Helen Bainbridge ODO and RCC

( 07825212985 : [email protected]

suzie blair - rya · marketing your club workshop february 2011 . protecting your rights, promoting...

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