Marketing & Communications

Transcription

1 Marketing & Communications October 2016

2 Contents Before you begin Building a campaign Inbound v Outbound Public relations Social media

3 Before you begin Determine your audience Members Swimmers Parents Volunteers Potential Members Learn to swim Local residents Local schools Other sporting organisations Define your brand What does your Club stand for? What is its vision, its mission and its values? These will underpin all your communications. Undertake a SWOT analysis to look at where your communication strengths, weaknesses, opportunities and threats lie. Find out what people think What do your Members think of you? What do they want more/less of? What does the local community know about your Club and think of swimming? Do these thoughts marry with your own vision, personality and goals?

4 Before you begin Knowledge is power Now you know what people think, do you need to... Educate? Inform? Entertain? Raise awareness? All of the above? Set your budget Small budgets do not mean you cannot promote and market your Club - be creative! Publicity, social media and content marketing are all lower-cost options that work. Remember: You need to spend money to make money! Marketing is an investment, not an expense. Choose your channels Now you know who you need to speak with, the messages you need to communicate, and how much money you have to spend, you re all set! Do your research and chose the channels with which to communicate based on the above combination of information...

5 15 million users in Australia; Reach of 71% of all internet users; 25 to 34 year olds is the most common age demographic (29.7% of users); Higher females Highest traffic is mid-week between 1pm to 3pm; Engagement is higher on Thursdays and Fridays 6.9 million active monthly Australian users 60% female 70% are 18 to 34 years old 70% of users are active every day 46% use hashtags 23% follow sport Less content generated by users than Facebook 5.5 million active Australian users 3 million active monthly Australian users

6 576,000 average daily readers - week 624,000 readers - weekend 52% male 48% female 74% read print 44% access digital 81% A demographic $104,376 average household income 79% professionals & managers Above are national figures Channel 7 is strongest in WA as well as nationally Channel 10 s strongest market is the younger demographic

7 And don t forget... Electronic newsletters Printed newsletters & newspapers Flyers Posters Letters Booklets Pull up banners Your website E-signatures Stickers Merchandise Video content

8 Building a campaign Once you have identified your target market and message, it s time to build your communications campaign. Spending the time to plan this beforehand will ensure you can roll it out easily. Set up a calendar of activity that outlines: Dates Message Medium

9 Communications plan template example

10 Inbound versus Outbound Inbound Marketing Creating quality content that pulls people to you. Has grown in popularity and effectiveness thanks to the internet - blogs, social media, keywords. The goal is to: Attract people who do not yet know your Club Convert - gain their interest (actively look up more information on your Club) Close - win them over (sign up to the Club) Delight - keep them interested (member retention & advocacy)

11 Inbound versus Outbound Inbound Marketing Different mediums are used throughout the customer cycle: Attract - blog, keywords, social media Convert - website, forms, video content Close - electronic newsletters, , follow up Delight - surveys, content, social monitoring & ongoing communication Content is personalised, informative but entertaining & tailored to people s needs. It is also highly trackable. The messaging is tailored across multiple channels - capturing attention where people are and encouraging conversation and interaction with the brand.

12 Inbound versus Outbound Outbound Marketing A traditional form of marketing where a message is sent out to the audience, with no direct interaction from that audience. Best used to raise widespread awareness of your brand in a short amount of time. Conversation occurs in one direction - television & radio advertising, cold calling. Outbound marketing builds awareness and trust in your brand s status presence, which can then assist in the effectiveness of inbound marketing. Generally best at attracting an older audience and for business to business marketing.

13 Public relations Public relations is the deliberate effort to establish and maintain a relationship between and organisation and its stakeholders. Tools used to improve or build your Club s reputation include: Clear and effective communication Media coverage (publicity) Events Surveys Public relations also encompasses: Crisis management Internal communications Business to business relationships

14 Public relations A swimming club has many stakeholders, including Members Volunteers Parents Coaches Officials Local government Facility management Other facility users When planning your marketing & communication think about each of these different stakeholders and how you can inform them of what is happening in your Club.

15 Public relations Publicity Publicity is a fantastic way to build the profile of your club and enhance its reputation. 1. Search online for the media that covers your area 2. Don t forget to look at online publications, Facebook pages and groups 3. Create a database of contacts 4. Contact the contacts and build relationships - find out what sort of content they need, what format they need it in, when they work & how time-poor they are. Journalists are now extremely time-poor and therefore are looking for quality content.

16 Public relations Publicity Strategies to gain media coverage: 1. Take high quality photos & provide to media 2. Invite media to club events and meets 3. Provide results to your local paper (check their deadlines and preferred formats) 4. Subscribe to your local media and note the type of stories they run regularly 5. Think outside the square - find unique and fun angles about your Club 6. Local media love stories on records being broken 7. Send your local media an info-kit on the club - assume they know nothing!

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