Glasgow 2014 Club Marketing Toolkit

Transcription

1 Glasgow 2014 Club Marketing Toolkit A Guide For Clubs Planning & Implementing A Promotional Campaign

2 What is a promotional campaign? A promotional campaign is a series of activities using marketing tools to promote an organisation to a target audience. In essence...a promotional campaign is how you publicise and communicate what your gymnastics club has to offer, for current and prospective members. This guide aims to provide useful advice on how your gymnastics club can run a promotional campaign to aid your clubs growth & development. Promotion can help your club with the following; - Raise Awareness Of Your Club - Increase Membership - Volunteer Recruitment - Coach Recruitment

3 Stages of a promotional campaign The stages of a promotional campaign; 1. Campaign Objective 2. Campaign Timeline 3. Campaign Budget 4. Promotional Objectives 5. Key Messages 6. Target Audiences 7. Promotional Activities 8. Promotional Tools 9. Evaluation

4 Promotional Campaign Example Tumble Well Gymnastics Club ran a promotional campaign just after the Glasgow 2014 Commonwealth Games with the objective to enhance awareness of their gymnastics club and increase membership numbers The following is an example of how Tumble Well GC used a promotional campaign to meet their club objectives...

5 Promotional Campaign The first objective for Tumble Well GC was planning & understanding what the club wanted to achieve with the promotional campaign. They set out the parameters of the campaign. 1. Campaign Objective (The ultimate reason for the club running this campaign) To Increase awareness in the local community of Tumble Well Gymnastics Club and what we do. Ultimately delivering an 8% increase in club membership numbers. 2. Campaign Timeline (When and how long will the campaign last) The campaign was to run for 6 weeks from 18 th August to 26 th September. 3. Campaign Budget (How much in total will the club spend) The club set a budget of 500 for their promotional campaign.

6 4. Promotional Objectives The club set out two key promotional objectives (what the club want to achieve via their communications). 1. Generate enhanced awareness (10% increase) with new audiences (local parents / grandparents & children) about the club and the positive role it plays in the community. 2. Stimulate increased demand in gymnastics to deliver a 8% increase in membership numbers.

7 5. Key Messages Tumble Well set out the key messages they wanted to communicate during the campaign. (The key messages are the core messages they wanted to reinforce at all times throughout the campaign). 1. Tumble Well GC offers a fun, friendly safe environment to take part in sports participation. 2. Tumble Well GC offers gymnastics classes from pre-school to performance level. 3. Contact the club for further information or to book on to the taster sessions. 4. Come along and visit the club to see what the club has to offer.

8 6. Target Audiences Tumble Well also set out those target groups (target audience) whom they wanted to target / communicate with during the campaign. Target Audience 1: Audiences aged between 25-50, parents of primary aged school children. Target Audience 2: Audiences aged 55+, grandparents who may look after children throughout the day. Target Audience 3: Children aged (5-16) who have been inspired by the Games and want to take up gymnastics.

9 7. Promotional Activities In order to achieve the campaign objectives the club implemented the following promotional activities (Specific actions carried to meet the promotional objectives) Bring a friend All current members and participants were encouraged to bring a friend. Gymnasts were rewarded with one free session that week for introducing a friend to the club. Open Day / Night The club held an open day / night for parents to come along and view the club and what it offers. Parents and children watched demonstrations and could talk to coaches and club staff. Taster Sessions The club offered a week of free taster sessions to allow future members to come and try the sport for free. Displays The club held gymnastics displays, within church halls, local supermarkets and at the local fair / town centre. Charity Days - The club held a fundraising day for a local charity, providing an opportunity to grow awareness and generate positive PR in local press.

10 8. Promotional Tools The club used the following promotional tools (channels of communication) to help achieve the campaign objectives. Advertising Adverts were placed in the local press promoting the club and advertising the promotional activities. PR A press release was submitted to local paper about the club and promoting the offer of free gymnastics sessions for local children. Parents were encouraged to spread word of mouth about the club to friends and family. Direct Marketing Letters, members mailing, internet and were used to target existing members and their families to promote the campaign. Flyers were also distributed door to door. Social Media Official club social media channels used to promote the campaign, one new club social media was introduced (Twitter). Parents of current members were also encouraged to promote the campaign via their own social media accounts.

11 9. Evaluation After the campaign it was essential that Tumble Well GC evaluated the campaign to analyse if it had met its objectives. Objective 1. Generate enhanced awareness (10% increase) with new audiences (local parents / grandparents) about the club and the positive role it plays in the community. METRIC: Evaluated by a survey with key audience groups before and after the campaign. Target Group 1: Parents aged between Before = 25 people knew. After = 27 people knew = 8% Increase. Target Group 2: Grandparents aged 55+. Before =31 people knew. After = 32 people knew = 3% Increase. Target Group 3: Children aged 5-16, Before =38 people knew. After = 43 people knew = 13% Increase.

12 9.Evaluation Cont d Objective 2. Stimulate increased demand in gymnastics at the club to deliver an 8% increase in membership numbers. METRIC: Evaluated membership numbers before and after the campaign. Before Campaign: 225 members After Campaign: 268 members Percentage Increase: 19% Objective 3: Was the Campaign delivered under budget? METRIC: Campaign spend measured and tracked using an excel spreadsheet. Yes, the club budgeted 500 and spent a total of 476 Overall Tumble Well GC were delighted with the results from their promotional campaign and have already started planning a second campaign.

13 Promote Your Club! Now it s your clubs turn... Why not use this campaign example to run your own promotional campaign before, during or after Glasgow 2014.

14 If your club requires help or advice on any information contained within this document you can contact Scottish Gymnastics marketing department on; Telephone: Planning & Implementing A Promotional Campaign