TennisPlay and Stay Increasing Tennis Participation Worldwide

1
TennisPlay and Stay Increasing
Tennis Participation Worldwide
2
Communication / Promotion/ Marketing / Branding

• Recognised that this is crucial
• ITF decided to invest in developing
  designs/logos/templates of postersbrochureswebsi
  tes etc
• Expert advice on how best to communicate the
  messages to the target audience
• - Coaches of starter players
• - Prospective players

3
The Project can have a big impact!

• If the ITF,the major nations ,the manufacturers
  and the coaching bodies are promoting the same
  simple message/initiatives
• - Change the way tennis is introduced by
  coaches
• - Change the way the sport is viewed by
  prospective players

4
Marketing, Branding, Communication

• ITF Communication Department under Barbara
  Travers
• Sara Acworth- ITF Consultant
• Previously worked for LTA
• Involved in branding and communication of Mini
  Tennis
• Brenden Sharp will demonstrate the website

5

• Branding, Marketing and Communications

6
Branding and Marketing

• Background
• Having created the product.
• Important to create a strong identity
• And a campaign that can be recognised worldwide
• And used flexibly in nations around the world

7
Branding and Marketing

• Setting the Context
• Competition
• Other sports
• Consumer sports brands set the benchmark
• Lifestyle changes time for sport reducing
• Other activities digital age, 24/7 shopping

8
Branding and Marketing

• Setting the Context
• Market place
• International, one size fits all?
• Current situation/tennis needs will vary country
  to country
• Target audience
• Common message
• Positioning the sport
• In an inviting way for the consumer
• Making it attractive and rewarding for the coach
• As easy, fun and healthy

9
Branding and Marketing

• Keys to success
• Ensuring the buy in of the participating nations
• Successfully selling the concept to the coaches
  who will be the deliverers of this programme on
  the ground
• Creating a framework that is flexible enough for
  other territories to adapt
• Providing practical tools for the nations to use
• Building on the good work of the federations

10
Branding and Marketing

• Examples of good practice

11
Branding and Marketing

• Target audience
• Coaches of starter players
• Who want to attract and retain more players.
• Who need a practical programme that is easy to
  use within their own lessons.
• Who need a means of selling tennis to their
  tennis customers
• Directors of Coach Education and participation
  experts in the National federations worldwide who
  we are relying on to adopt and support this
  programme and to incorporate the messages into
  their coach education
• The manufacturers, who will play a part in
  promoting the programme via the messages they
  give in promoting and selling their tennis
  equipment.
• Prospective players starter players or lapsed
  players

12
Branding and Marketing

• Key messages
• Headline positioning
• Tennis is fun if you serve, rally and score from
  the first lesson
• Tennis is easy if you use the right ball (slower
  red, orange and green lower compression balls)

13
Branding and Marketing

• Key messages
• Supporting positioning
• Tennis is healthy for your body and your mind.
• Research shows that playing tennis regularly
  increases general health, aerobic fitness,
  flexibility and suppleness as well as improving
  decision making and problem-solving skills
• Tennis competition can be fun
• There are competition formats and scoring systems
  that suit all standards and lifestyles
• Tennis is a sport for all.
• As one of the most widely played sports in the
  world, tennis, can be played by anyone, whoever
  they are and whatever their age. Any player who
  can serve, rally and score should have a rating

14
Branding and Marketing

• Process for the ITF
• Write and agree draft marketing plan
• Select and brief design agency
• Create core elements of the identity logo,
  font, etc.
• Make sure the identity is universal
• Non player specific
• Not reliant on imagery
• Can be translated
• Easy to print and use
• Doesnt look like anything else in tennis
• Bring elements to life through marketing
  resources
• Translation
• Create guidelines
• Implementation

15
Branding and Marketing

• The logo

16
Branding and Marketing

• The Guidelines

17
Branding and Marketing

• The website

18
Branding and Marketing

• How to use the resources
• Decide internally on how much you want to
  integrate the programme either to support and
  reinforce an existing national programme or help
  drive the launch of a new one
• Create a roll out programme (see marketing plan
  for reference)
• Use CD of guidelines or see the website for
  downloadable resources

19
Branding and Marketing

• Stages of roll-out
• Convince your staff locally to commit to the
  programme
• Deliver Play and Stay to the coaches with
  supporting resources
• Ensure your existing tennis audience know about
  the programme (they may act as your mouthpiece)
• Extend the Play and Stay message to prospective
  players
• Translate and adapt messages/posters/leaflets

20
Branding and Marketing

• How to use the resources
• Italian poster

21
Marketing and Communications

• Some ideas for communicating the Play and Stay
  message
• Marketing to coaches
• Use websites to tell coaches and tennis players
  about Play and Stay
• Use ITF coaching website and e-mail monthly
  newsletter.
• Feature TennisPlay and Stay at National Coaching
  conferences and coach workshops
• Include TennisPlay and Stay in coach education
  courses and regional and Worldwide Coaches
  conferences
• Involve coaches to give feedback to help them
  feel included
• Adverts in national coaching publications/national
  federations

22
Marketing and Communications

• Marketing to existing players
• Promote tennis competition can be fun at
  tournaments with leaflets, posters and court side
  banners
• Promote TennisPlay and Stay at all ITF events
  including Davis Cup and Fed Cup
• Include a regular feature on your website
• Feature Play and Stay in your newsletters and
  publications

23
Marketing and Communications

• Marketing to prospective players
• Prospective adults
• Create an adult programme (France)
• A tennis fitness programme is a great way to
  attract health conscious customers (Cardio
  Tennis)
• Get stories in consumer lifestyle publications
• Children
• Create club programmes around Red, Orange and
  Green
• Promote Tennis is Easy, Tennis is Fun via schools
  packages and teacher training courses
• Develop a national schools tennis package
  consisting of rackets, balls, nets and CD-rom
  (Tennis Australia suggestion).
• Take the programme out on the road to shopping
  centres, other events

24
Marketing and Communications

• Using the Media
• Work with local tennis magazines to create a
  feature possibly with support of local tennis
  celebrities
• Use the Tennis is healthy message as a hook for
  lifestyle/non tennis publications
• Invite inspirational coaches to support Play and
  Stay via the press
• Let journalists experience the programme serve,
  rally and score using the slower balls
• Get your high profile players and coaches to
  endorse the programme for use around televised
  events

25
Marketing and Communications

• Tennis Manufacturers
• We have designed this programme to work at retail
  as well as at coach level
• The ITF is open to working with manufacturers to
  deliver resources, which help them sell more kit
  and gets more people playing

26
Branding and Marketing

• The website

27
Marketing and Communications

• How can we help you with your roll-out?
• Other resources
• Help you with your marketing plans

28
The Launch

• June 20th
• Tunis
• Le Meridien Hotel

29
Branding and Marketing

• How to use the resources
• Spanish Leaflet

30
The launch

• Press Conference
• Presentation during AGM assembly
• Manned area in the lobby with materials displayed
• Mini court set up nearby

31

• Computers showing the website
• DVDs playing.best practice

32
Nations coinciding with ITF launch?

• Roland Garros before?
• Wimbledon After?
• Players support?

33
Marketing and Communications

• Coaches
• Existing Players
• Prospective players
• Adults
• Children

34
Delivery

• ITF
• The National Federations
• The Manufacturers
• The Coaching Bodies
• The Regional Associations

35
Marketing and Communications

• ITF Promotion
• ITF website
• AGM launch
• Davis Cup
• Fed Cup
• Tennis Masters Cup (put in a story)
• ITF World
• ITF This Week
• Other ITF events
• Key journalists

36
Marketing and Communications

• Some ideas for communicating the Play and Stay
  message
• Marketing to coaches
• Use websites to tell coaches and tennis players
  about Play and Stay
• Use ITF coaching website and e-mail monthly
  newsletter.
• Feature TennisPlay and Stay at National Coaching
  conferences and coach workshops
• Include TennisPlay and Stay in coach education
  courses and regional and Worldwide Coaches
  conferences
• Involve coaches to give feedback to help them
  feel included
• Adverts in national coaching publications/national
  federations

37
Nations

• What will make Play and Stay successful?
• Your support locally
• Buy-in of federation staff
• Time spent delivering and communicating the
  programme to coaches
• Banners on your website
• Adverts in your Davis Cup programmes
• Play and Stay activity at your major events
• Support of the major nations
• Play and Stay activity in Play zones
• Representation in Federations official
  areas/press office
• Adverts in the events programmes
• Opportunity to brief the press

38
Marketing and Communications

• Marketing to existing players
• Promote tennis competition can be fun at
  tournaments with leaflets, posters and court side
  banners
• Promote TennisPlay and Stay at all ITF events
  including Davis Cup and Fed Cup
• Include a regular feature on your website
• Feature Play and Stay in your newsletters and
  publications

39

• Promote balls to coaches

40
Federations

• Marketing to prospective players
• Prospective adults
• Create an adult programme (France)
• A tennis fitness programme is a great way to
  attract health conscious customers (Cardio
  Tennis)
• Get stories in consumer lifestyle publications
• Children
• Create club programmes around Red, Orange and
  Green
• Promote Tennis is Easy, Tennis is Fun via schools
  packages and teacher training courses
• Develop a national schools tennis package
  consisting of rackets, balls, nets and CD-rom
  (Tennis Australia suggestion).
• Take the programme out on the road to shopping
  centres, other events

41
Nations and ITF

• Using the Media
• Work with local tennis magazines to create a
  feature possibly with support of local tennis
  celebrities
• Use the Tennis is healthy message as a hook for
  lifestyle/non tennis publications
• Invite inspirational coaches to support Play and
  Stay via the press
• Let journalists experience the programme serve,
  rally and score using the slower balls
• Get your high profile players and coaches to
  endorse the programme for use around televised
  events

42
Marketing and Communications

• Tennis Manufacturers
• Incorporate the message of Play and Stay into
  their marketing material
• Use their contracted players to help promote the
  programme
• Improve Distribution
• Use the stamp of approval
  As recommended by the International Tennis
  Federation

43
TennisPlay and StayIncreasing
Tennis Participation Worldwide