Integrity, Innovation, Inspiration

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Integrity, Innovation, Inspiration
Integrity, Innovation, Inspiration
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Clubmark conference

• Marketing workshop
• Lynne Harrop (KKP)
• September 2009

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How can I raise the profile of my CLUBMARK clubs?

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The theory

• WHY? what objectives or outcomes do you need to
  achieve (eg increase rate of accreditations)
• WHO? target your audience (eg working towards
  clubs)
• WHAT? key messages (eg what does this audience
  need to know or do?)
• HOW? the channels and media to help get your
  message across (leaflets, PR, case studies, DVDs
  etc...)

Dont make the common mistake always leave the
how until last!!
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Why?
New recruitment
Retain existing
Minimise attrition
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Who?

Decide on the audience you want to target and
plan your marketing to meet their needs
Integrity, Innovation, Inspiration
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Review your current situation

• What marketing and promotion do you do?
• Who is this aimed at?
• What benefits do you have and promote?

Also ask yourself what can I learn from others?
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A few examples

• Basketball use financial rewards to incentivise
  clubs
• Tennis focussed efforts on identifying working
  towards and linked to performance measures
• Volleyball raise the profile of accredited
  clubs in many ways (web banners, a frames, case
  studies and news articles)
• Swimming focus on the brand reaching out to
  parents

Caution marketing to parents - dont market the
product unless you have enough to sell!!!
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Key messages

• Awareness make sure your audience know about
  the features of Clubmark
• Interest communicate the benefits that are
  applicable to them
• Desire if possible offer an incentive
  (financial, officer support, training etc)
• Action make sure your audience knows what they
  need to do next

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For example

• Need to help those that have been working towards
  for more than 12 months to get accredited
• Awareness Clubmark process is easier than you
  think, they key criteria that you need to
  complete are
• Interest accredited clubs get better access to
  funding, increased members and volunteers,
  discounts and rate relief from local authorities
  etc
• Desire we are running a FREE surgery during
  next month to help your club to get through the
  process quicker and easier
• Action ring Fred, the Clubmark Officer on 07965
  123456 and book your appointment dont miss out
  do it today!

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And finally How?
press
website
newsletters
new media
posters
training
direct mail
case studies
DVDs
etc
leaflets
Integrity, Innovation, Inspiration
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Also need to consider

• Timings
• Budgets
• Available resources
• Measurement

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Contact me...
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Integrity, Innovation, Inspiration
where integrity matters