How can I use the segments

1
How can I use the segments?

• How to interpret the segments and its practical
  uses within decision making, investment and
  delivery

2
How can I use these segments? contents page

• Where to start exploring segmentation in more
  depth
• Segmentation knowledge to delivery
• Developing sport and active recreation
• Marketing sport and active recreation
• How to use the segments practical examples
• Action Planning, Strategic development and
  targeted investment
• Project development
• Funding decisions
• Planning new facilities
• Catchment area analysis (facilities and existing
  programmes)
• Evaluation of projects
• Membership profile
• Attracting new members
• Identifying partners
• Marketing

3
Where to start exploring segmentation in more
depth

• The next six slides show how users can explore
  market segmentation in more depth and start to
  think about implications for investment and
  delivery.
• The first task should be to look at the segment
  breakdown in your area. For County Sport
  Partnerships (CSPs), Local Authorities and
  regions this is available for free on the Sport
  England website - www.sportengland.org/reserach.
  If your area is not covered, please contact Laura
  Clayton (contact details on last slide). The
  segment profile will give you an overview of the
  segments in your area and your potential
  customers.
• In total there are nineteen segments. You will
  probably not want to look at all in depth or
  indeed target them all. The next few slides give
  some pointers on how you can start to break down
  your profile and explore which segments to look
  at in more depth.

A local authority profile
4
Where to start exploring segmentation in more
depth

• The following bullet points outline how to start
  exploring segmentation and ideas on how to
  prioritise which segments to target. You could
  consider the following
• Which segments are the largest in your area?
• Which segments are proportionally larger compared
  to the national, regional or sub- regional
  proportion for that segment?
• Explore Active People data through Active People
  Diagnostic. Which groups have low participation?
  Match the demographics of these groups to the
  segment descriptions.
• Think about inequality, which segments have the
  lowest percentage of people taking part 3x30?
• Which segments contain higher proportions of
  priority groups?

5
Where to start exploring segmentation in more
depth

• You may also want to take the following factors
• Who are your possible partners? For example if
  you have a potential health partner you may want
  to look at the health data provided in the index
  table to identify which segments the health
  sector would also be interested in working with.
• Be realistic take into account the facilities
  and programmes that are already in place / will
  be in place. Which segments are more likely to
  use these?
• Explore the segment profiles at smaller
  geographies. Look at the Sport England small area
  estimates map (http//www.sportengland.org/index/g
  et_resources/research/active_people.htm). Which
  middle super output areas (MSOAs) have estimated
  lower participation rates? Ask your Sport England
  Performance Analyst to produce the segment
  breakdown for you in these areas and prioritise
  this area.
• Is there a particular geographical community you
  want to work with? For example, areas of high
  deprivation? Performance Analysts can produce
  segment profiles for specific areas.

6
Segmentation Knowledge to Delivery

• What consequences do the segments have for
  planning, delivery and investment? How can the
  knowledge provided by the segments contribute
  towards the development of more effective
  programmes and projects? The following four
  slides outline why the market segmentation is an
  important tool in raising participation and shows
  how this knowledge can be used in the decision
  making process. This information can be divided
  into two main areas
• Developing the sporting and active recreation
  offer
• Marketing sport and active recreation
• The information used in these four slides is
  all available in the pen portraits. These are
  free to download from www.sportengland.org/researc
  h.

7
Developing the sport and active recreation offer

• Sporting and active recreation behaviour
• What sports are the segments more likely to
  play? The pen portraits give you information on
  which sports and active recreation the segments
  play and therefore the sports more likely to
  appeal to them. It is important to remember that
  the sports on the pen portraits are not the only
  sports that these segments take part in. The
  sport segment Powerpoint Presentation and index
  tables on www.sportengland.org/research give you
  more information on sporting behaviour.
• Motivation for taking part
• What are the differing motivations for taking
  part in sport? How can programmes be developed
  around these? For example Brenda takes part in
  sport to lose weight would programmes with
  specific and measured weight loss goals motivate
  her to take part?

Handy Hint Projects are more likely to be
successful if they take into account the
preferred sports and barriers and motivations.
For example Paula likes to go swimming but child
care is an issue. Could a swimming programme be
developed which allows Paula to go swimming while
her children are looked after by another project?
8
Developing the sport and active recreation offer

• Barriers to taking part
• What are the barriers to doing more sport? How
  can programmes overcome these? For example poor
  transport is a barrier to Elsie and Arnold doing
  more sport. Could free buses increase
  participation amongst Elsie and Arnolds?
• The sporting venue
• Are they likely to be a member of a health and
  fitness club? Would they prefer a competitive
  environment or do they want to learn a new skill.
  The pen portraits provide this knowledge. For
  example the London region recognised that Leanne
  and Chloes like to go to the gym and are working
  with the Fitness Industry Association to get more
  of this segment into health and fitness centres.

Handy Hint Remember to take into account the
facilities and projects you already have in
place. In one of the case studies there was
already a weight management class for the 50
with a body mass index (BMI) of 30. The project
team were going to contact the organisers to
critique the class to ensure that it was marketed
and appealed to the Brendas, a segment they
identified would be interested in these classes.
You can also map facilities against particular
segments. For example Kevs like to play football
are there enough pitches near high
concentrations of Kevs? Are Kevs being well
catered for? Can projects be developed around
these existing facilities which will appeal to
Kev?
9
Developing the sport and active recreation offer

• Where will you find the segments outside the
  sporting and active recreation arena?
• For most people sport and active recreation take
  up a very small amount of their lives. It is
  important to explore where else you can find
  people and the other activities they are involved
  in. For example Norma likes to play bingo would
  promoting sport and active recreation at these
  venues help increase participation? Or could they
  be a possible partner? You could also think about
  other activities Norma is likely to do which are
  like Bingo e.g. would Normas also be likely to
  be members of the Womens Institute.
• What other cultural activities are they involved
  in?
• Many segments have higher participation levels
  in arts than sport and active recreation. What is
  it about participation in the arts that attracts
  them more than sport and active recreation? For
  example many of the female segments take part in
  art to accompany children, yet this is a less
  important reason for sport and active recreation
  provision. Is there anything we can learn from
  the arts sector in terms of the family offer?

10
Marketing Sport and Active Recreation

• The pen portraits provide knowledge on how to
  communicate with different audiences, presenting
  information on the medium, tone and style.
• The Medium
• The segments provide information on media
  consumption, including information on which
  segments are more likely to read local
  newspapers and listen to local radio. For example
  Norma is likely to read local newspapers,
  therefore in targeting this segment the East
  Riding of Yorkshire CSN is going to produce some
  feature articles aimed at Norma through the East
  Riding News.
• Tone and Message
• The pen portraits provide knowledge on the forms
  and style of communication that are more likely
  to be effective with the different segments. For
  example, Elsie and Arnold would respond to a
  friendly, comforting message based around
  traditional concepts and the concept of
  community. North Lincolnshire CSN are developing
  new marketing material that takes into account
  these factors.

Handy Hint Look at the brands included in the
pen portraits. These are the brands that the
segment relate to and consume. Have a look at
some of these brand websites. What are their
values and attitudes? How do they communicate
with their customers? What can you learn from
this?
11
Delving below the pen portraits further
information on the sporting segments

• The pen portraits provide the essence of each
  of the nineteen segments. They do not contain all
  the information that we have on the segments.
  This knowledge is provided in the index tables.
  These are available to download from
• www.sportengland/research/understandingparticipat
  ion/marketsegmentation
• The index tables include information on the
  following
• Demographics
• Sports and active recreation behaviour
• Barriers and motivations for sporting behaviour
• Social capital
• Health and fitness
• Media consumption
• Financial indicators

12
How to use the segments

• The next nine slides provide some practical
  examples on how the sporting segments are a
  useful tool in the decision making process,
  investment and delivery.
• The market segmentation case studies, available
  to download from the Sport England website
  provide real life examples and supplement this
  presentation.
• The presentation on Taking forward market
  segmentation available from www.sportengland.org/
  research/ outlines how local market segment data
  can be provided to underpin all of these tasks.
  Alternatively please contact your Sport England
  regional office who are able to provide
  additional support or information. These requests
  will be aligned to the regions local priorities.

13
How to use the Segments

• Action planning, strategic development and
  targeted investment
• Developing new strategies is the perfect time
  to explore the market segments. A local area
  segmentation profile gives you a thorough
  understanding of who your customers are and what
  they may want in terms of sport and active
  recreation provision. Once you have your market
  segmentation area profile, you may decide to
  develop your strategy around specific segments or
  on smaller geographic areas. Combining this with
  data from Active People provides a strong
  evidence base for local strategic decision
  making.
• Building on the action planning and strategic
  development, market segmentation can provide a
  useful tool when making investment decisions. The
  first task would be to establish how many people
  in the potential catchment are in any particular
  segment and the consequences this has for any
  targeted increased in participation. Further
  questions you may want to ask include which
  segments will provide the greatest opportunity to
  increase participation and why? How likely are
  these segments to do sport and active recreation
  or want to do more? Where are they geographically
  based within your area? What do they want in
  terms of sport and active recreation provision?

14
How to use the segments

• Project Development
• Market segmentation provides an understanding
  of who your potential participants are and the
  kinds of projects which are more or less likely
  to succeed in raising participation.
• Your participant segment profile is an
  important source of knowledge when assessing
  whether a project will appeal to potential
  participants, whether it will motivate them to do
  more sport or if it helps break down the barriers
  to them doing more sport.

15
How to use the segments

• Funding decisions
• The segment profiles are an important tool to
  consult when deciding whether a project proposal
  is more or less likely to be successful in
  raising participation.
• By exploring the profile of potential project
  participants and then looking at the relevant pen
  portraits segmentation can contribute towards
  the assessment of whether a project will appeal
  to potential participants, it will motivate them
  to do more sport or if it helps break down the
  barriers to doing more sport. An understanding of
  all of these factors will contribute towards the
  opportunities to increase participation.

16
How to use the segments

• Planning new facilities
• Market segmentation can provide additional
  customer insight when planning new facilities and
  could be viewed as a supplement to Active Places
  and Active Places Power (Sport Englands planning
  toolkit (www.activeplacespower.com). A local area
  market segmentation profile around any new
  proposed facility can provide information on what
  sports and active recreation participants may
  want to take part in.
• Carrying out market segmentation might also be
  particularly useful in growth areas, where the
  population is predicted to grow and change.

17
How to use the segments
5. Catchment area analysis Through the
geographic capability of the market segments it
is possible to produce catchment area analysis
around projects and facilities. This is available
in a number of ways, in miles from the
facility/project or by analysing smaller specific
geographic areas. The example opposite is the
drive time area produced for a proposed new
leisure centre in East London. The market
segmentation catchment area analysis can help you
identify who your customers are and what thy are
likely to demand and need in terms of sport and
active recreation provision. It will also
identify barriers to sport and possible
communication strategies. This could lead to
changes in facility programming, customer offers
and marketing campaigns
18
How to use the segments

• 6. Project evaluation
• Profiling participants by segments is an
  effective way to measure the types of people
  projects are attracting and assess whether this
  matches with the type of participants the project
  initially planned to target. Using postcode and
  demographic data from participants registration
  forms, we can match up project participants to
  sporting segments.
• The example opposite is the participant profile
  for users of the Wellness on Wheels project,
  compared to the local profile in Wear Valley.
  Comparing the participant profile to the local
  profile allows us to gain an understanding of
  whether a project is attracting a wide range of
  people within a community or is more attractive
  to specific groups.
• It is possible to analyse whether a project is
  meeting the needs of its customers or whether it
  should be altered to better fit the type of
  participants it is attracting.

19
How to use the segments

• 7. Attracting new customers
• An understanding of existing members can help
  you become more effective in targeting new
  members. You are more likely to attract people
  with the same segment profile of your existing
  customers than to attract those with very
  different sporting segment profiles. This should
  be taken into account when developing new
  marketing material.
• Targeting other geographic areas where there is
  a significant number of people with the same
  sporting segments is also more likely to be
  successful than one than targeting areas without
  taking into account the sporting segment profile.

20
How to use the segments

• 8. Identify potential partners
• While the main focus for the segments is sport
  and active recreation, they also contain
  knowledge on other factors and shared priorities
  such as health, obesity, social capital and arts
  participation. The index tables are the main
  source for this information.
• This knowledge can be used to identify segments
  different partners would be interested in
  working with, alongside Sport England.

21
How to use the segments

• 9. Marketing
• The sporting segments provide a wealth of
  knowledge on how to communicate effectively with
  our target participants. This includes
  information on the mediums they are most likely
  to respond to, the type of message and how
  participants make decisions.
• The segment data at postcode level can be used
  to identify addresses for a direct marketing
  campaign.

22
Gaining access to the data underpinning these
tasks

• The presentation Taking forward your
  segmentation profile outlines what market
  segment data can be provided to underpin all
  these tasks. View presentation
• To gain access to the raw market segmentation
  data (available at postcode, LSOA, MSOA and Local
  authority) please contact Mark Critchley
  mark.critchley_at_sportengland.org
• The majority of the nine Sport England regional
  offices have staff trained to produce market
  segmentation information in more complex ways
  than the information available on the Sport
  England website. Over time, we will build a
  significant body of knowledge and ensure the wide
  use of this data.  In the short term, the
  availability of this information will be aligned
  to regional priorities.  Contact details for each
  regional office are as follows
• South East Helen Price helen.price_at_sportengland.
  org
• South West Matt Roebuck matt.roebuck_at_sportenglan
  d.org
• London Stuart Mackie stuart.mackie_at_sportengland.
  org
• East Libby Jones and Carolyn Benjamin
• libby.jones_at_sportengland.org carolyn.benjamin_at_sp
  ortengland.org
• East Midlands research_at_sportengland.org
• West Midlands Rachel OReilly
  rachel.oreilly_at_sportengland.org
• Yorkshire and Humber research_at_sportengland.org
• North East Alan Dovaston alan.dovaston_at_sportengl
  and.org
• North West Alex Bielecki alex.bielecki_at_sporten
  gland.org
• National and general enquiries helen.bibby_at_sporten
  gland.org
• GIS enquiries mark.critchley_at_sportengland.org