Sport England CSP Marketing Project: Day 1

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Marketing Sport and Active Recreation
Workshop Day Three
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Outline of the Day 1

• Session 1 - Developing Marketing Objectives and
  Strategy
• Session 2 - The Marketing Planning Process -
  Bringing it all Together
• Session 3 - Writing Effective Plans
• Session 4 - Developing your Project / Case Study
  Work

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Project Work Session 4

• Developing your marketing plans for own areas of
  work building on work done to date. Start to
  build up the template
• Or build on work looking at particular market
  segment(s) to develop marketing objectives and
  strategies group or individual.
• Flipchart Info on how you intend to use session
  4 to improve marketing in your CSN.

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Session One

• Marketing Strategy and Objectives

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Confused ?

• Vision
• Mission
• Objectives
• Strategy

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Developing Marketing Objectives and Strategy

• It is important to be clear about the difference
  between marketing objectives and strategy.
• A Marketing Objective is a precise statement
  which outlines what will be achieved by the
  organisations marketing activities.
• A Marketing Strategy is the means by which the
  objective is achieved

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Developing Marketing Objectives and Strategy

• Marketing Objectives can be multi - level and it
  is important to think about these when you
  develop your own plans for specific projects.
•  
• Top Level Objective - Increasing participation by
  1 each year within your local authority area.
•  
• Service / Project Level - Focus on objectives
  related to your plan, which contribute to the top
  level objectives.
• Note - Do note confuse marketing objectives with
  elements such as pricing, advertising which are
  strategies to deliver the objectives. These will
  feature in your action plans.

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Developing Marketing Objectives and Strategy

• A marketing objective should be
• Relevant - to corporate mission and objectives
• Specific - focus on a clear specific goal
• Measurable - quantifiable
• Challenging - Achievable, but stretching for
  yourselves and the organisation
• Focused - It should only be concerned with
  markets and services you are working with.

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Developing Marketing Objectives and
StrategyIndividual Task

• Think about your chosen project and have a go at
  identifying some marketing objectives. Include
  second level objectives if appropriate.

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Developing Marketing Objectives and Strategy

• Marketing is concerned with increasing, revenues,
  sales, profits, market share. Therefore Marketing
  objectives will be developed out of four possible
  courses of action.
• Selling existing services to existing segments.
• Developing new services for existing segments.
• Extending existing services to new segments.
• Developing new services for new segments.
• Do you recognise this?

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Developing Marketing Objectives and Strategy

• Marketing strategy is the overall route to the
  achievement of specific objectives. It is your
  view of how you can best use your skills and
  resources in the market place to achieve your
  objectives.
• Strategies can be broad statements, and explain
  the general content of the detail will come later
  in Year One implementation plans

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Tools for Developing Marketing Objectives and
StrategyPortfolio Analysis
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Using Portfolio Analysis to Develop Strategies
How Does This Link With Ansoffs Matrix
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Developing Marketing Objectives and Strategies

• Some Strategic Issues
• Continued long term investment in dogs! Being
  brave enough to stop doing something!
• Potential stars - Not addressing the internal
  capability issues
• Pet Projects and Best Kept secrets - Investing
  too little in opening up new segments and better
  marketing planning
• Participation superstars - Watch out for the X
  Factor effect!

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Developing Marketing Objectives and Strategies

• Second Level SWOT Analysis
•  
• Refresher - After doing your internal and
  external audits and a basic SWOT analysis, you
  had a go at doing "Second Level" SWOTS to see
  what ideas where generated by "matching" e.g.
•  
• Strengths and Opportunities - Pursue for Growth
  and business improvement
• Strengths and Threat - Reduce impact of threat
• Weakness and Opportunity - How can we get better
  to enable us to respond to the opportunity
• Weakness and Threat - Why are we doing this!

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Using Ansoffs Matrix to Develop Objectives and
Strategies Growth Strategies
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Ansoff Matrix Applied to Sport

• "Business as usual"
• "More of the same"
• Moving "subs bench" and "mild enthusiasts"
  towards 3 times per week
• Total swims and other visits
• Example Strategies
• Pricing discounts and Leisure Card Schemes
• Inclusive Fitness Membership
• Pinching from competitors !
• Facility Improvements Ensuring access to
  quality facilities - (Standards Approach)
• Pathways to elite sport

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Ansoff Matrix Applied to Sport

• Finding new customers for existing products
• Assumes you know your current market !
• Example Strategies
• GP Referral
• Work with other agencies Health, Crime,
  Education
• Participation Events Race for Life
• Focus on removing barriers and outreach work
• Existing work where we are still learning

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Ansoff Matrix Applied to Sport

• Product Extension
• Product Replacement and Innovation
• Strategies
• New types of exercise classes
• New forms of sport street sports, Parkour (Free
  running), Urban Golf
• Some Facility Development Innovation e.g Snow
  domes
• Linked to Product Lifecycle

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Ansoff Matrix Applied to Sport

• New Products into New Markets
• Still reasonably close to core competences
• Strategies
• Shifting from the language of sport to physical
  activity
• Partnerships and Strategic alliances
• Workplace Health / Active Travel / Green Gyms
• Motivational Interviewing and Psychological
  support New worker roles for
• Raising awareness of health benefits / supporting
  behavioural change

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Break
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Group Work Developing Marketing Objectives and
Strategies
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Using Ansoff's Matrix to Set Marketing Objectives
Overall Objective 24
Strategic Gap Diversification
Participation Levels 3 x 30
Market Development (New Market Segments)
Service Development
Market Penetration Productivity Gap
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1
2
3
Note Participation could be Sales Revenue or
Total Visits
Planning Period - 3 Years
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Group Task

• Work in small groups with people from your
  organisation or CSN
• Using the Matrix, develop a "marketing objective"
  for your area of work which you will think will
  contribute to the achieving the "corporate"
  marketing objective of increasing participation
  by 1 each year. This can come from any part of
  the matrix.
•  
• Tip when you are thinking about new markets and
  existing markets you need to think about
  segmentation. Market development is about
  developing new segments for sport and active
  recreation to grow the business.
•  
• Then look at the marketing mix diagram and
  identify the things that you would do in relation
  to the mix to achieve your objective.
•  
• Prepare your thoughts on a flip chart and be
  prepared to feedback.

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Competitive strategy

• Focus for the work of Michael Porter, which
  focuses on developing a clear understanding of
  corporate capability and the ability to develop
  competitive advantage - developed for competitive
  market places.
•  Three generic competitive strategies
• Cost leadership - strategy focuses on lowest
  costs in production, so that you can be the
  lowest cost in the market place.
• Differentiation - focus on an element of the
  marketing mix which is important to customers,
  which provides the basis for competitive
  advantage. Examples include design, service
  levels, reliability for example - Augmented
  products and services / Branding.
•  Focus - Concentrating on one or two narrow
  segments, develop specialist knowledge and
  understanding which can be a barrier to other
  companies entering the market.

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Relationship Marketing

• Massive shift in service marketing to
  relationship marketing, cheaper then having to
  keep finding new customers.
• Remember the concept of the lifetime value of a
  customer.
• This is very relevant to sport and active
  recreation - Key features
• Customer retention
• Service benefits
• Long timescale
• High emphasis on customer service
• High customer contact
• High customer commitment
• Quality is the concern of all
•   What examples do we have of using relationship
  strategies?

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Summary

• Effective Marketing strategy is based on 4 key
  dimensions-
• Being close to the market.
• Developing valid assumptions about environmental
  trends and market behaviour.
• Exploiting the competencies of your organisation.
• Developing a realistic basis for gaining and
  sustaining competitive advantage.
• Or the 3 Cs of marketing strategy-
• Customers
• Competitors
• Capabilities

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Lunch
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Case Study Meadowhall Shopping Centre

• Kate Mason Director of Marketing

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Session 3 Marketing Planning Process and
Marketing Plans
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The Marketing Planning Process

• Aim of this session is to bring everything
  together !
• Overview of the Marketing Planning Process
• Template - Present your Outputs from the
  Planning Process in a standard Marketing Plan
  Format

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Marketing Planning Process
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Effective Marketing Planning

• Strategic marketing planning has three principal
  and interrelated dimensions which have to be
  managed if marketing planning is to be effective.
•  
• Analytical techniques, procedures, systems and
  planning models
• Behavioural nature and extent of the
  participation, motivation and commitment from the
  management team
• Organisational information flows, management
  style and culture!
•  
•  
• Discussion point What issues do we have in
  managing these dimensions?

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The Benefits of Marketing Plans and Marketing
Planning

• The process encourages or forces managers to
  think ahead and examine how the environment may
  develop opportunities and threats.
• The process leads managers to think about
  organisational capabilities, priorities,
  objectives and policies
• Determines objectives which are the basis of
  performance management
• Better coordination and utilisation of resources
• Better prepared for unexpected developments
• By being involved greater sense of ownership
  and better understanding of responsibilities and
  expectations.

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Potential Planning Pitfalls

• Emphasis on analysis rather then planning
• Information instead of decisions
• Incrementalism
• Vested Interests
• An organisational mindset
• Resistance to change in the management team
• Little ownership of the plans
• Inadequate resources
• Focus on planning rather then planning and
  implementation
• Diminishing interest as it is seen as an annual
  time consuming task.
• Discussion Point What barriers to better
  marketing planning exist in your organisations?

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Barriers to Marketing Planning Must Do's

• Strategy before tactics greater emphasis on
  external environment
• Marketing is operational keep close to delivery
  not remote in a distant marketing department
• Shared Values
• Organise around your customer groups
• Scan the environment thoroughly
• SWOT Intelligence

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Session 3

• Marketing Planning Template

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Marketing PlanningTemplate

• This section use as a guide not as a strait
  jacket
• Aim to give you focus Your customers and your
  actions
• Strategic Marketing Plan 3 years or more
• Tactical Marketing Plan Year 1 of the above

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A Marketing Plan

• Your Marketing Plan should answer the following
  questions
• What is your purpose ?
• What is your market?
• Has your market declined or grown ?
• What are the trends ?
• Who are your customers ?
• What are your services?

• How well do your service satisfy these needs ?
• What are your objectives ?
• What are your strategies ?
• services
• price
• service level
• place / distribution
• communications with target market
• people and process strategies
• Allocation of resources to deliver the plan

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The Marketing Plan

• Key Headings
• Background to the plan summary of current
  position / progress made
• Vision / Mission (Organisation) including
  Specific Objectives for the plan

• Tools /Techniques / Outcomes
• Refer to corporate priorities / strategies -
  connections

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The Marketing Plan

• Market Overview and Situational Analysis Where
  are you now ?
• What's going well, what's going badly and is in
  need of attention think of performance in terms
  of participation growing, falling flat lining ?
  

• Tools /Techniques / Outcomes

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The Marketing Plan

• 4. Internal Analysis Strengths and Weaknesses
  and assessment of capability
• Try and assess strengths / weakness and outline
  initial thinking on how you will need to develop
  capability
• Focus only on issues relevant to the project

• Tools and Techniques
• Strengths and Weaknesses analysis
• Auditing of internal resources, capability,
  processes
• Evaluation of current product portfolios
  Product Lifecycle, Capability / Growth Matrix
• A Reality Check Why should people use our
  services
• Strategic Intent v Strategic Reality !
• Quest Self Assessment
• Benchmarking

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The Marketing Plan

• External Analysis and Market Audit
• A preliminary assessment of the opportunity and
  threats.
• Identify the critical Issues

• Tools / Techniques / Outcomes
• PESTLE
• Relevant Opportunities and threats Must do's
• Customers -satisfaction / loyalty / Segments
  served and not served
• Competitor analysis ??
• Sport Market Trends e.g. the market generally not
  your own products and brands e.g. GHS Data.

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The Marketing Plan

• 6. Marketing Priorities and Key Assumptions
• Use second level SWOT analysis to help identify
  priorities
• Assumptions about the future, especially
  capability issues which rely on resources or
  partnerships for example
• Summarise the Critical Success Factors The
  things that the organisation / service area must
  do to achieve the plan.
• Establish Target Markets

• Tools / Techniques / Outcomes
• SWOT Analysis
• Identification of Critical Success Factors
• Identification of Target Market Segments

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The Marketing Plan

• 7. Marketing Objectives
• What you want to achieve!
• Marketing Objectives are concerned with Ansoff's
  Matrix( Must be services and market focused)
• Selling existing services to existing segments.
• Developing new services for existing segments.
• Extending existing services to new segments.
• Developing new services for new segments.
• This mornings group work

• Tools / Techniques / Outcomes
• SMART Objectives should be quantitative - avoid
  terms such as increase, penetrate, maximise
• Examples
• Increase participation by 1 each year for 3
  years
• Increase the of the Paula segment doing 3 x 30
  from x to x by
• Increase sales by x by x

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The Marketing Plan

• 8. Marketing Strategies
• Set out in broad terms how you are going to
  achieve your objectives to grow participation
  the big ideas
• Use the market segmentation profiles to inform
  strategy development
• Three Year Perspective needed

• Strategies Checklist
• Change Service Mix quantity, range, quality,
  differentiation, positioning, add new services,
  delete services
• Change Promotional Mix (communications mix more
  advertising, new methods, promotional campaigns,
  sales promotions)
• Change Price to attract new customers, new
  pricing policies for target groups
• Change Place Develop new settings, improve
  access
• Improve Processes in service delivery and
  development
• Develop People new skills, capability, develop
  a sales force
• Customer Service management of service quality
  (includes physical evidence ), building long term
  customer relationships

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The Marketing Plan

• 9. Resource Requirements Revenue Capacity
• Identify resource requirements for the 3 year
  plan
• Identify how resources will be secured
  (especially if external/partner funding will be
  required)
• Key assumptions especially relating to support
  from other parts of your organisation
• 10. Arrangements for Monitoring, Review Control
• Describe processes and procedures to be used to
  monitor implementation report on progress in
  achieving marketing objectives
• Link to other internal PM frameworks probably
  already in place
• Key Performance Indicators

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Year One Tactical Marketing Plan - Appendix

• Suggested Headings
• Specific Objectives for Year 1
• Linked to 3 Year Plan
•  Specific Strategies for Year 1
• Linked to 3 Year Plan
• Detailed Action Plan Table
• Summary of Costs for Year 1 (From Action Plan)
• Other Resource Requirements
• Key Assumptions
• Plans for Monitoring, Control and Review of Year
  1.
• Be very specific
• Ensure that arrangements are included for
  evaluation of all specific actions especially
  effectiveness of communications - campaigns,
  response rates etc.

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Action Plan
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Evaluating Marketing Activity

• What systems and procedures do we have in place
  already for evaluating the effectiveness of
  marketing activity ?
• Strategic Level ?
• Operational Level ?
• Think about how we evaluate the effectiveness of
  our marketing communications.
• What methods can be used

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Session 4

• Project Work

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Course Summary

• Day 1
• The Marketing Challenge Trends for Sport and
  Active Recreation
• Understanding our customers ? Customer and
  Consumers, Buyer Behaviour Organisational
  Marketing, Social Marketing
• Auditing our internal and external marketing
  environment - Analysis
• Market Segmentation, Targeting and Positioning
• Using Sport England Market Segmentation Profiles

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Course Summary

• Day 2
• The Marketing Mix - The 7 P's of Services
  Marketing
• Day 3
• Developing Marketing Objectives and Strategies
• The Marketing Planning Process - Bringing it all
  together
• Writing an effective marketing plan
• Evaluating Marketing Practice
• Project

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Follow Up and Next Steps