Marketing Toolkit for Sport

www.activenorfolk.org
Marketing Toolkit for Sport
Marketing Toolkit
What is Marketing?
The Chartered Institute of Marketing defines marketing
as - “the process of identifying, anticipating and
satisfying your customer requirements profitably.”
Put more simply, it’s working towards providing a
service your customers actually want and making your
club sustainable! Because: No customers - No club!
CONTENTS
What is marketing .............................................. Page 1
General considerations......................................... Page 3
First steps - your brand, great ......................... Pages 4 - 7
marketing ideas, how to raise
your profile and ideas for open
days and launches
Sports clubs/facilities are facing strong challenges
in order to survive and grow in an increasingly
competitive and demanding market: How to attract new
members and retain the existing ones, become a hub
of the community, grow sponsorship revenue, increase
your attendances, improve the social life
of the club, increase media coverage, benefit from new
technology, introduce new revenue streams...
How to write a great advert/flyer ....................... Page 11
Whether you are a sports club, community sport
network, national governing body,
community leisure club, sports
facility, out of school club or holiday play scheme,
marketing can help YOU.
Direct marketing ............................................... page 12
Marketing creates opportunities to:
Marketing support from ................................. Page 13-15
Active Norfolk
• raise your profile.
Jargon buster . .................................................. Page 15
•p
ut across a specific message about what
you can offer.
How to write press releases and ..................... Pages 8 - 9
deal with journalists
It’s as easy as 123 - yout next steps - ............... Page 16-17
how to write your own marketing strategy
Useful information including........................ Pages 19 - 21
contacts and links
• fill vacant places.
• identify with existing and potential customers and to
raise awareness of what you offer.
•d
eliver the short and long term objectives of the plans
you have for your organisation.
1
Marketing Toolkit
General Considerations
When Marketing Sport
Understand your audience
People don’t like being told what to do and when to do it. Marketing
sport is about looking at sport from the point of view of the individual,
and learning to understand what he/she wants from it and how those
needs can be met. As an organisation, we have to understand what the
barriers are to taking part in sport and what we can do to help
overcome those barriers. When promoting sport and active recreation
it is important to use images that people can relate to so that they feel
included from the start.
Social opportunities
Whenever we ask people what activities appeal to them, the normal
response is the chance to spend time with their friends and family, and to
meet new people. This is such an important aspect that it cannot be overemphasised. One of the most important things about sport and exercise
is the social side. That can be playing as part of a team or the chance to
go along with friends and meet new people. Almost everyone thinks that
exercise is more fun if it’s sociable, and because of this more are likely to
take part.
In order to have a
successful and sustainable
organisation, your
marketing and development
plans need to be interlinked.
This Marketing Toolkit is
designed to make you sit
back and think about the
messages you are giving
and who you are giving
them to.
Fun opportunities
Again, because of the interest in the social sides of sport, there is a real
benefit to making sure that the classes, clubs and any other opportunities
to do sport and exercise are set up to encourage social activity. This can
be as simple as making sure the instructors are friendly and help to get
everyone talking.
Spending time with the family
Lots of people are keen to spend time with their family, play with
the children and grandchildren, so let’s make the most of that, and
suggest games and sports that they can play with the kids and
have fun doing it.
Recommended communication channels
Keep it simple and easy to understand in the form of a story, using
real examples and focus on all of elements of marketing - events
through to media relations.
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3
Marketing Toolkit
Your Brand
You’re not the only club or facility out there, so how do you persuade
potential members to come to you?
Answer: by developing your business identity, or ‘brand’, which will help
you stand out from the crowd.
Your brand is the ‘personality’ of your organisation, and it is ideally
associated with a set of ‘brand values’ that attract customers. Rolls Royce’s
brand values are luxury and attention to detail, for instance, and Nike’s
are energy and spontaneity - Nike’s tag-line, Just do it, says it all.
The likely brand values for a sports club for example would include fun,
safe, social, professional then they should be expressed consistently in
everything your club does, from writing letters to how you coach your
club’s members, and from dealing with parents to the equipment you use.
It all makes a difference to the way your members - and potential members
- see your club/facility.
Great Marketing Ideas, How
to Raise Your Profile and Ideas
for Open Days and Launches
You should already have a development plan and have considered who
and where your potential members are and how you will market your
services to those members.
You need to think about your:
•P
roduct - What are your unique selling points? What is the quality of
your service? How do you know if it’s good? How can you improve
quality? (publicise any quality assurance schemes achieved e.g.
Clubmark, ask existing members for comments).
•P
rice - Try to achieve value for money whatever your charging policy, but
you need to know how many members you need to attend in order for
you to at least achieve your break even point.
• Promotion - Market the benefits of your organisation!
•P
lace - Reach potential customers effectively, where are they?
Do you know where they are?
4
Plus think about:
• T he people who make up your organisation (their skills, attitude,
knowledge etc.) Could they be advocates for your organisation? A
member’s point of view - value, quality, convenience, your reputation/
image, the atmosphere of the your organisation and first impressions
are all really important factors to people making sports club/facility
choices.
•W
hat are you best at doing? - What can you offer that other sports
clubs/facilities in your area may not? This is your unique selling
point which makes you different from the rest. Consider things like
experience, family atmosphere, family reductions, Clubmark etc.
•W
hat makes you unique? Have you considered changing or improving
what you already offer?
• Is your pricing structure realistic and competitive? What are others
charging and what do they provide? Are you charging too little or
too much?
•W
hat has been successful in the past and what hasn’t? Always ask new
enquiries where they heard about you.
•H
ow does your club/facility look from a new customer/parent/child
point of view? - Are there clear signs up telling them you’re here?
Can they find the correct entrance easily? Does your club have a clear
identity? Do you have a logo that is recognisable? Have you considered
having a simple uniform with the club’s name on or a badge?
•A
re there any issues you need to deal with? - Your staff are one of
your major assets, but the staffs’ skills and attitudes can positively or
negatively impact on the image of the setting. Make sure that you deal
with any issues that occur quickly and identify any training needs.
Active Norfolk offer an excellent, comprehensive training programme.
Please visit www.activenorfolk.org/courses Take a good look at your
club and what could be improved.
•N
ew members are silver but existing members are gold! - Satisfied
members will recommend you and may also have other friends/family
members who could use your services in the future. Try to show how
you value your existing customers, keep personally in touch with them,
by distributing a regular newsletter etc. Consult and involve members
on any changes. Get them involved!
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Marketing Toolkit
How to Raise Your Profile
•M
ake sure your details are registered with Active Norfolk at
www.activenorfolk.org/register and are up to date. We have
1000’s of visitors to our website each week from people looking for a
new sport/activity in Norfolk.
•A
great way of raising the profile of a sports club is to gain Clubmark
accreditation. This is for clubs with a junior section, and once gained
acts as a ‘kite-mark’ to parents, demonstrating that the club is a safe
environment for a young person to attend. For more information on
Clubmark accreditation contact Active Norfolk or visit our website.
•W
ork on making strong links with key people in the community. Each
Local Authority will have a Sports Development Officer and a Community
Sports Network. You should also contact your local volunteer centre. See
the “Useful Information” section.
•A
great way to encourage young people to join your club is to form a
link with a nearby school. These ‘school-club’ links can be used to recruit
new players, or even volunteers to your club. To learn more about school
club links contact your nearest PDM (listed in the contacts section) who
will be happy to provide advice and support through this process.
•P
roduce a quality brochure or leaflet about your club to give to the
public. Ask if the local schools will give it out when parents ask for a
school prospectus or at parent’s evenings and other school events. See
the “How to Write a Great Advert/Flyer” section.
•C
ontact the local directories. Make sure you take a listing in your local
phone book, Yellow Pages or Thomson’s directory.
•H
ave taster days, two for the price of one or put existing members on
commission! For example, if they bring a friend who registers with you,
then at the end of the month they could get a discounted rate.
•C
onsider putting together a newsletter for club members or press articles
to raise your profile. Send articles in to the local newspapers and
parish/community news, look at our tips on press releases and flyers.
Why not try to get a regular article into the parish/community newsletter
with news and updates. Remember to put your contact details at the end
of the article.
•A
sk local newsagents if their delivery staff can post your flyers with the
newspapers. Or think about paying for your flyers to be distributed in the
area with the local free press, or via a local distribution company.
•P
iggy-back on other events in the community and offer to have a stand
with an active display. If possible link in with national topical events to
get the most out of the media.
Ideas for Open Days/Events
Open days/events draw people’s attention to something new you want to
tell or show them.
•C
heck the date. Make sure any open day or event you organise
doesn’t clash with anything big happening near to you at the same
time.
• If you have space, you could ask other organisations such as other
local sports clubs, your community sports network or even Active
Norfolk to come along and have a display.
• Invite your Councillor, MP or a sports personality to open the event.
•R
un competitions - and involve the local schools and other groups.
Put an article about it in the local press and draw the winner at the
open day.
•H
ave a theme on your open day. A summer disco, BBQ or maybe
a tournament.
•P
roduce posters and flyers and effectively distribute them! Speak to
your Partnership Development Manager, Sports Development Officer
and register your event details on Active Norfolk’s website. You could
also ask shops, post offices, supermarkets, estate agents, dentists and
doctors to display the information.
•P
roduce a press release a couple of weeks before the event. Look at
our guide to press releases for help and ideas.
How
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Marketing Toolkit
How to Write a Press Release
An attention grabbing title
Every press release you write should have a strong title. Focus on ‘firsts’ (is
one of your club members first to qualify for a national event?), on large
sums of money, or on whatever else in your story that has impact and
therefore headline potential. As always, avoid jargon.
First paragraph
Press Release Essentials
A press release must contain the
following information:
• Name of your company/
organisation/event organisers
• Business/event address
• The date you want the press to
publish e.g. if there is a certain
date and time relevant to the press
release, for example for immediate
release/not for release until 12.00
hours on 28 November 2007.
For example press
Don’t waffle or try to set the scene, but get straight into your story.
Summarise who’s involved, what’s happened or is about to happen, where
and when the action/opening/news took place or will take place, how
events have unfolded so far, and why this is important.
The details
Follow up the first paragraph by filling in the details. The main things
are to make sure you give the journalists all they need, and to make
it as interesting as you can. Keep the sentence structure simple,
explain complicated terms, and don’t use jargon. Avoid hype and selfcongratulation, and never make a claim you can’t back up. Remember,
too, that the local media want a local angle. So how does the story affect
local people?
Quotes
releases please visit
www.sportengland.org/
Top Tips for Dealing with
Journalists:
Do:
•D
o email press releases to journalists within the body of your email and
not as an attachment.
•D
o put the press headline (or a summary of it) in the subject box of
your email.
Give interesting quotes from the people involved. When quoting someone,
use the style: He/she said: “This is great news for the whole community.”
Avoid lofty terms like “he commented”. Always provide full names and job
titles, and explain what the person quoted does, if it’s not clear.
•D
o follow up press releases with a telephone call to the individual
emailed.
Photography breathes life into a story. But publications receive lots of
photographs, so it’s essential that pictures submitted with press releases (a)
stand out from the crowd, and (b) conform to the publication’s own style.
For maximum impact, consider spending some money on a photographer
with media experience. Contact Active Norfolk’s Marketing and
Communications Officer for information about photographers in Norfolk.
Don’t:
Then there’s the layout of the release itself. Many people opt for 1.5 to 2
line spacing, but single line is fine. Releases should also be typed on one
side only and should be between one or two pages long - anything longer
is probably full of ‘padding’. Use a font size of 11 or 12, and avoid fancy
fonts. Instead, stick to something simple, such as Arial.
•D
on’t assume journalists will read your email. Always follow up by
telephone.
In terms of style, don’t start sentences with numerals (so, for example,
“Twenty-three members will . . .”) and always spell out numbers below 10
(one, two, three . . .). Also spell words such as ‘degrees’ and ‘percent’,
which are sometimes written as symbols. Use capital letters sparingly.
•D
on’t talk to daily afternoon newspaper journalists in the morning. They
are likely to be on deadline from first thing until lunchtime.
Finally, at the foot of each full page put “More . . .”, and at the end of the
article put “Ends”.
promoting sport
• Do observe journalists’ busy times of the day/deadlines.
•D
on’t phone a journalist before you have fully thought through the idea
or story you want to discuss.
•D
on’t use email to ‘sell-in’ a story; use the phone and follow up with an
email.
•D
on’t talk to daily morning newspaper journalists after lunch unless it is
absolutely critical (e.g. informing them of a significant change in detail
to your story).
Otherwise, good luck! Although it can be daunting at first, the more
dealings you have with journalists the better you will understand how the
media works, and how you can use newspapers, TV and radio to get
your message out there.
Contact details
Make sure the journalists can reach you, by including here your name,
address and e-mail address.
Background information
If you expect the journalists to hunt for the background detail they want for
their story, you’ll be lucky to get any coverage at all. So be sure to include
information on your organisation and sources for additional information
(e.g. websites, governing bodies, etc.)
8
9
Marketing Toolkit
For media contacts, please
see our ‘Useful Information’
section.
How to Write a Great
Advert/Flyer
When you’re preparing your ad, think carefully about what you want it
to say.
Here are some ideas to get you started:
• T arget audience - does your ad speak directly and clearly to the people
you want to reach?
• Focus - does it offer a single, central idea?
•V
isibility - will your ad stand out on the page or on screen? If it’s a
newspaper ad, for instance, cut it out and place it in position. Does it
stand out from everything around it?
•B
randing - is your ad distinct from your competitors? Many people
make the mistake of seeing similarity as a benefit. Don’t be one of them!
Instead, do all you can to make your ads different, while retaining your
brand identity.
• L ayout - is the layout clean, logical and easy to read? Does the headline
draw the reader into the copy? Does the copy stop the reader from
moving on?
•R
eproduction - will the advertisement reproduce well, or translate well
on to the screen if you are advertising on a website? Are the production
methods being recommended appropriate? A cheaply produced ad
may reflect badly on your business.
And remember:
•G
ive the date, times, location and contact number plus any other vital
information.
•R
emember always sell the benefits in their best light - “selling the sizzle
not the sausage!”
• T ell your customers what becoming involved with your organisation will
do for them!
•A
n advert should always answer the customer’s question - “But what
does that mean for me?”
•K
ey to include a “call to action” which makes the reader “do”
something. For example, call for a full list of prices and opening hours.
• T ry to avoid including dates, prices etc. when producing large volumes
of publicity material as they quickly become out of date.
• Avoid too much text, less is more!
10
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Marketing Toolkit
Marketing Support from
Active Norfolk
www.activenorfolk.org
Our website aims to provide the single source of activity information for
players, organisers, supporters and the media.
The website offers users:
How to Use Direct Marketing
Successfully
Whether you’re promoting an event or simply maintaining strong
relationships with your members, direct marketing is a great way to make
a more personal approach to potential and/or existing customers.
To have the option of using this approach you must of course have a
database!
Building a database and maintaining an up-to-date database will enable
you to use personalised mailings to let your members know about new
members of staff, new equipment, events, and other updates. You could
also target ‘lapsed’ or infrequent members, to encourage them to return.
This is a traditional
model of the purpose
and flow of marketing
communications
As in every type of writing, there are do’s and dont’s when it comes to
direct mail. Follow our template below to create your very own piece of
direct mail.
• Full club and facility listing - free advertising!
• Up-to-date news, events, competitions and picture galleries.
• Tailored email newsletter to users interests.
• Active Youth section.
Log on now and take a look for yourself!
Active Norfolk’s Professional Extranet
www.activenorfolk.org/extranet
Whether you are a Club Secretary, Coach, Sports Development Officer,
Volunteer, PE Teacher or Health Professional, Active Norfolk’s Professional
Extranet is the only website you’ll need to keep up-to-date with the latest
developments and opportunities in the sports industry. Here, you will be
able to search our database to find contact information for other members
of the Active Norfolk Extranet, to put you in touch with other people and
organisations in your field.
As professional extranet member of Active Norfolk you will benefit from:
• T he latest news and information on your chosen sport or subject through
our monthly e-zine.
• T he opportunity to network and share ideas with our key professionals
in your area, through our forums and bulletin boards.
• The ability to book courses and events online.
1. Create attention;
Direct Mail Template
• Priority invitations to Active Norfolk events.
2. Generate interest;
Name and address - accuracy is everything, as there’s nothing more
irritating than receiving a letter with your name or salutation incorrect.
• Access to support and help 24/7.
3. Develop desire;
Headline - as with your press release, use the headline to grab the
recipient’s attention and to encourage them to read on.
• Plus much, much more!
4. Initiate action
Content - remain focused on one key message, and avoid jargon. Steer
clear of long sentences and use active sentences rather than passive
ones whenever possible (for example, ‘You will see . . .’, not ‘You will be
shown . . .’). If you produce your document in Microsoft Word, carry out a
spelling and grammar check.
Remember:
Attention
Interest
Desire
Action
12
Creating such a database is straightforward, using inexpensive software
such as Microsoft Access. If you create a database, think about the sort
of information you’ll need to know over time. It will probably be a simple
list of details such as customers’ names, addresses, telephone numbers,
e-mail addresses, children’s ages, type of activity/session required, and
willingness to be contacted by you from time to time.
• T he mainstay online resource for all Norfolk players, fans, volunteers,
media, coaches and clubs.
Call to action - be clear what you want the reader to do next. If you
want them to call, print the number clearly, in bold perhaps, with times
when the phone is manned. If you want a coupon or reply slip returned,
keep it simple and enclose a pre-paid envelope if you can. Also, give a
deadline by which people should respond.
Envelope - an anonymous envelope might sit unopened, or
even be thrown straight in the bin, so it’s often worthwhile
to put a message on the outside of the envelope to entice
the recipient to open it.
• Free promotion of your service/activity via www.activenorfolk.org
• The latest news on 2012 initiatives.
FREE Support
Active Norfolk have a dedicated
Marketing and Communications
team that can offer you advice,
support and guidance on a range
of marketing issues as well as
providing you with free publicity
opportunities.
13
Marketing Toolkit
“I would like to say how effective the recent article in the EDP Rising Stars
supplement has been in making people aware of the holiday activity days we
will be running during the Easter holiday. The article has generated a number of
enquiries for the programmes we are running. Many thanks for doing this for us”.
Club and Coach
Development
Programme
Simon Edwards,
Tri-A-Sport Director of Coaching.
Marketing for your Club
s
r
a
t
S
Rising
er 2, 2006
, Novemb
Thursday
y, November 2, 2006
Eastern Daily Press, Thursda
2 RISING STARS
www.EDP24.co.uk/s
port
ACTIVENORFOLK
Pictures: SUBMITTED
It’s Rising
Stars – but
not as you
know it
k Rising
Welcome to our new-loo
of the
Stars, the weekly section all that
to
EDP devoted exclusively
is best in youth sport.
Now being produced in
Norfolk, your
partnership with Active
expanded to
Rising Stars has been
can now
eight pages, meaning we
coverage of
greater
bring you even
the stars of tomorrow.
also a
But the supplement is
the joy and
weekly celebration of all
bring to
benefits playing sport can
everyone who takes part.
Whether you are
an all-conquering
champion, like
Norfolk’s new
world under-21
bowls champion
Jamie Chestney
simply
(right), or someone who
ip of
enjoys the thrill and friendsh
platform.
competition, this is your
aphers are
Every week our photogr
at
pictures
taking
about
out and
events all over the region.
to
The pages will enable us
more
feature more events and
profiles on
clubs and to resume our
coming
our outstanding up-andevent
talents. If you have an
like us to
coming up, if you would
on
feature
picture
run a special
if you know
your club or school, or
s to be
of a Rising Star who deserve to let
profiled, please don’t hesitate
one of the
us know by contacting
numbers below.
GETINTOUCH
What you will learn from this course:
• An understanding of what
marketing is.
• How marketing can help you achieve
your objectives.
• The marketing process.
• Segmentation, targeting and
positioning.
• What is an effective marketing
campaign.
• What promotional activity to use.
• How to make the most of a limited or
non-existent budget.
Web-Design for
Your Club
Active – for life
INSIDE
A
ctive Norfolk – the new
Sports
name for the County –
Partnership in Norfolk at
was launched last night
h.
the Forum in Norwic was the
It incorporates what and the
e
Norfolk Sports Allianc ship.
Norfolk Sports Partner ships, like
County Sports Partner set up by
been
Active Norfolk, have Department
Sport England and the Sport as the
of Culture, Media and
the
delivery system for
and physical
development of sport
level.
activity at a county
helping
Active Norfolk is about
active and
people take up a more
becoming
healthy lifestyle and consequence.
a
fitter and happier as
follow
Youngsters od
the Robin Ho ery
ch
trail with ar
sessions in rket
Downham Ma
y
Norwich Cit seek
Tennis Club lk’s
NorfoITE
find NDB
toSOU
Andrew
answer toRisin
g
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WatcMu
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““
PAGE 8
Stars in the EDP every
and3an
dayGE
ThursPA
announcement about
ts Awards
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in the New Year
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Stars by
You can contact Rising
01553
calling Paddy Davitt on
on
777625 or emailing him
o.uk
norfolksport@archant.c
Stars,
You can also write to RisingRouen
EDP Sport, Prospect House,
1RE.
Road, Norwich, NR1
es if
Those are also the address
or
pictures
submit
to
you want
Gallery’,
articles for our ‘Picture
your
which every week will feature r they
whethe
stories and pictures –
a team
be from an event or just
for.
group of the club you play
S
ORDERINGPICTURE
which
Copies of all the staff pictures
can be
appear on these pages
office.
bought from any EDP branch on
them,
order
and
You can see,
line at www.edp24.co.uk/ pictures
order
photosales or you can
01603
over the phone by calling
772175.
sport but
This is not just about
range of
also includes a wide
eating,
physical activity, healthy
a volunteer,
becoming involved as – essentially
trying something new having fun!
and
expanding horizons
s as a
operate
Norfolk
Active
members
Partnership whose key School
ties,
are the local authori
and Governing
Sports Partnerships
is also
Bodies of Sport but whichwith sport
open to anybody engagedalmost any
at
and physical activity
level.
funded
is
Norfolk
Active
d but
primarily by Sport Englan
ant
also receives signific County
contributions from the ties.
Council and local authori
In addition Active Norfolk some
from
attracts match funding ing Bodies of
of the National Govern
ment and
Sport for the develop
sports, project
promotion of specific
of
funding from a range
rg
enorfolk.o
www.activ
the European
organisations such as
Youth Sports
Social Fund and the
such as that
Trust and sponsorship the
for
from Norwich Union
programme.
Startrack Athletics
e for
The fundamental objectiv e the
increas
Active Norfolk is to in sport and
levels of participation year on
1pc
physical activity by
year.
n is to
intentio
the
To achieve this,
raising
put a lot of effort into
of sport
awareness of the benefits
through
and physical activity campaigns
ion
advertising, promot
and the website.
sides of
So watch out for the
in the EDP
buses, for Rising Starsan
every Thursday – and
Norfolk
announcement about
New Year.
Sports Awards in the
K!
L. SWIM. CLngICactiv
e
WALK. RUN. PELogDA
on and get more out of getti
a key feature
The website will be
‘one stop shop’
and will become the sport,
for all matters around healthy
a
physical activity and
.
lifestyle
be increased
What’s available will
next few weeks
continually over the
s being
with features and service
added regularly.
is
In parallel, Active Norfolk ng
g governi
working with sportin
to
clubs
bodies, coaches and
nities available
improve the opportu main-stream
to people – not just for
groups
sport but also for priority
to reach
like older people, hard girls.
groups and women and working
be
Active Norfolk will
make Norfolk
with partners to help successful
and
an active, healthy
sporting county.
www.activenorfolk.org
Rising Stars
The commencement of our sponsorship of Rising Stars coincided with a return to
an 8-page supplement format providing a spotlight for Norfolk’s sporting heroes of
tomorrow. Rising Stars does not simply focus on high participation level sports, such as
football, but provides a focus on individuals and clubs from every conceivable sporting
discipline, at all levels.
The Eastern Daily Press provides us within the eight pages, a page of editorial
which we open to our partners. Please feel free to submit relevant articles and
accompanying pictures or to contact the Marketing and Communications Officer so
we can arrange a photographer to attend your event.
14
This course has been introduced as
part of the new and improved club
and coach development programme.
It has been designed as a practical,
interactive workshop to give you
the skills and confidence needed to
successfully promote your organisation.
Having a website is becoming a must
for all organisations, societies and clubs
as a way to communicate with members
and attract new members. During this
web design workshop, you will learn
to avoid common mistakes and apply
good design and navigation principles
to your site. For further information and
to book your place please visit www.
activenorfolk.org/courses.
This course is a practical, interactive
workshop designed to give you the skills
and confidence needed to successfully
develop a website for your organisation.
What you will learn from this course:
•
•
•
•
•
•
•
•
How to plan a website
Basic web design principles
Common web page elements
Typography for the web
Working with images
Formatting your pages
Getting your customers to come back
Domains and hosting
For further information and to
book your place on either of these
courses please visit
www.activenorfolk.org/courses.
These courses are heavily
subsidised so be quick!
Marketing Clinics
Marketing Clinics are a new idea developed in support
of this toolkit. Do you require additional support with
a specific marketing problem? If the answer’s yes, then
contact us and book yourself on to the next marketing clinic.
Marketing clinics will be held, every other month with our
Marketing & Communications Officer.
To ensure that you get the most from a marketing clinic,
there are a few things that you should consider and prepare
prior to your appointment (if applicable).
Useful things to KNOW:
•C
urrent marketing budget (if you are lucky enough to
have one!).
• Details of marketing spend so far.
• Current membership levels.
• Desired membership level.
• Any informal feedback relating to current perception of
your club.
• Information on your target audience.
• Information on your competitors.
• Information on your existing opportunities and links, i.e.
staff, friends, local businesses.
Useful things to bring to marketing clinics:
•
•
•
•
Copy of your marketing plan.
Your mission statement.
Copy of your logo.
Copies of any press advertising (including advertising in
local/school newsletter).
• Copies of any promotional literature e.g. flyers, posters,
your newsletter.
• Information about your website (if applicable).
To find out when the next marketing clinic is
please visit www.activenorfolk.org
Jargon Buster!
Here we attempt to bring some understanding to the jargon
you may come across, by explaining what they mean in the
simplest possible terms. Meanwhile, if there is anything else
you don’t understand then please get in touch with us and
we’ll do our best to explain it!
Common acronyms
A4A Awards for All.
A funding source often used by sports clubs
and organisations.
BME Black and Minority Ethnic.
Refers to the race of a person or group of
people.
CRB CSN Community Sports Network.
A local group of people and organisations
involved in delivering grass-roots sport. Works
closely with the CSP in deciding on local
priorities for sport.
CSP County Sports Partnership.
Active Norfolk is the CSP for Norfolk. CSP’s
are the strategic lead for sports development
in any given county. There are 49 CSP’s in
England, each representing a county.
CVS/VCS Community and Voluntary Sector.
A sector of work which often overlaps with
sports development.
DCMS Department for Culture, Media and Sport.
DDA Disability Discrimination Act.
A law stating that organisations that provide a
service must make reasonable allowances for
people with disabilities.
G&T Gifted and Talented.
As in an individual who is gifted and talented
in a sport.
LA Local Authority.
For example, Norwich City Council, Norfolk
County Council, Breckland District Council.
SSPSchool Sports Partnership.
A partnership of schools developing physical
education and school sport from aged 5 to
young adult.
PDMPartnership Development Manager.
Responsible for the strategic development of
the SSP.
SDOSports Development Officer.
Employed by a LA, with varying roles and
responsibilites depending upon LA, but
employed to develop sporting opportunities in
your area.
NGBNational Governing Body.
The organisation with overall responsibility for
that sport e.g. The Rugby Football Union (RFU)
looks after rugby union.
SE Sport England.
Sport England advises, invests in and
promotes community sport to create an active
nation. They want to get two million people
more active in sport by 2012.
Criminal Records Bureau.
CSC Community Sports Coach.
Designated coaches employed to provide
coaching - normally in a specific sport - in a
certain area.
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Marketing Toolkit
Your Marketing Strategy
Target
Action
Evaluate and Review
Action
Preparation Needed
Cost
How will I know
it’s successful?
It’s as Easy as 1 2 3.
Your Next Steps
1. Marketing - write your own marketing strategy (see our
example)
•R
esearch who your customers are, where do they work, live, shop and
socialise then target these places with your publicity. Talk to them in
their language, keep it simple and avoid jargon.
• T hink about what your customers want and what you can offer to meet
their needs.
•D
ecide what ou realistically want to achieve by this time next year and
break that down to quarterly “bite size” pieces. Set yourself 4 or 5
things each quater that you will do to try and achieve your targets i.e.
leaflet drops, press releases, open days, letters to key people in the
community.
•M
ake marketing a regular “to do” item putting into action your plan to
raise the profile of your organisation. Delegate or get help, don’t try
and do everything yourself!
2. Communications - where do people get information about
your organisation?
•M
ake a list of useful stakeholders/key people/groups and the places
where the public get information. You could start by asking your
existing members.
•C
ontact the people on your list by phone or letter and let them know
what you do and ask them to publicise your service.
• Make good and regular links with people who can help you.
3. Review and Evaluation - think about what has worked
and what hasn’t
• Did your plan do what you wanted?
•W
hat worked and what didn’t? (Always ask where they’ve seen your
details)
• L ook at what’s happening around you - could you respond to gaps, trends
and opportunities to improve and develop your organisation further?
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17
Marketing Toolkit
Useful Information
Useful Contacts
Louise Priest, Planning BBC East
01603 619331 look.east@bbc.co.uk
Sport England’s Promoting Sport Toolkit
Media Contacts
Shaun Peel, Sports BBC East
01603 619331 look.east@bbc.co.uk
The Promoting Sport toolkit is a collection of simple-to-use tools to help sports
clubs promote sport and active recreation more effectively, more easily and
more cheaply to the public. It includes a library of community sport photos free
for you to use in your posters, leaflets, websites and adverts.
www.sportengland.org/promotingsport
Sport England
Sport England works hard to make England more active. They encourage
people to get involved with sport and physical activity and distribute
funding and invest in a range of sporting projects, including the Active
England fund. Sport England also are key influencers on decision makers
and public opinion on sport.
www.sportengland.org
Get Back Into...
This initiative has been designed and developed by the Eastern Region
County Sports Partnership network. Several CSP’s in the East Region, working
in partnership with National Governing Bodies, have successfully delivered
or supported initiatives aimed at getting people back into sport. The notion
behind these particular initiatives is that people will be attracted into sports
that they used to play (either at school, club or otherwise). It is though that
often people do not have the confidence or inclination to seek out their local
club to become involved in sport again, but if an unthreatening environment
is provided in which people can participate in a chosen sport again, it is very
appealing. There are various promotional materials available to support this
initiative, to enable delivery at a local level.
Emma Outten, Features Writer, Eastern Daily Press
01603 628311 emma.outten@archant.co.uk
Jon Welch, Feature Writer, Eastern Daily Press
01603 628311 jon.welch@archant.co.uk
David Thorpe, Sports Editor, Eastern Daily Press
01603 628311 david.thorpe@archant.co.uk
Peter Hannam, News Editor, Eastern Daily Press
01603 628311 edpnewsdesk@archant.co.uk
Richard Willner, Sports Editor, Archant
01603 772316 eveningnews@archant.co.uk
Stacia Briggs, Senior Features Writer, Evening News
Norwich 01603 772444 stacia.briggs@archant.co.uk
Tim Hawkins, News Editor, Evening News
01603 628311 tim.hawkins@archant.co.uk
Malcolm Powell, Editor, The Citizen (Lynn & District)
01553 817312 malcolm.powell@lynnnews.co.uk
Chris Hornby, Editor, The Citizen (Lynn & District)
01553 761188 chris.hornby@lynnnews.co.uk
Anne Edwards, Editor, Great Yarmouth Mercury
01493 847940 anne.edwards@archant.co.uk
Peter Woodhouse, Sports Editor, Lynn News Series
01553 817305 peter.woodhouse@lynnnews.co.uk
Donna Semmens, News Editor, Lynn News Series
01553 761188 donna.semmens@lynnnews.co.uk
Terry Redhead, Editor, Norfolk County Weeklies Series
01603 772402 terry.redhead@archant.co.uk
Nick Wells, Sports Editor, Diss Express
01379 658004 nick.wells@dissexpress.co.uk
Richard Balls, Editor, Evening News
01603 772443 eveningnews@archant.co.uk
Fraser McKay, Editor, Diss Express
01379 658005 fraser.mckay@dissexpress.co.uk
Simon Parkin, Features, Evening News
01603 772444 simon.parkin@archant.co.uk
Laura Bagshaw, Editor, Great Yarmouth Advertiser Series
01493 847961 laura.bagshaw@archant.co.uk
www.getbackinto.co.uk
Peter Cooke, News Editor, SGR FM
01473 461000 peter.cooke@gcapmedia.com
Gaye Rynsard, Sports Editor, Bury Free Press & Citizen
Series 01284 757865 gaye.rynsard@buryfreepress.co.uk
Sports Coach UK
Gary Phillips, News Editor, KL FM 96.7
01553 772777 gary.phillips@klfm967.co.uk
Lesley Anslow, News Editor, Bury Free Press & Citizen
Series 01284 757857 lesley.anslow@buryfreepress.co.uk
Magda Meredith, News Editor, 103.4 & 97.4 The Beach
0845 345 1035 news@thebeach.co.uk
Christine Rhodes, News Editor, Community News Series
01986 834231 communitynews@micropress.co.uk
Neil Didsbury, News Editor, Kiss 105-108
01284 715300 neil.didsbury@totalkiss.com
Paul Pearce-Couch, Editor, Mercury Series
01473 324696 paul.couch@archant.co.uk
Matthew Gudgin, Sports Editor, BBC Radio Norfolk
01603 617411 matthew.gudgin@bbc.co.uk
Sarah Wade, Editor, Anglia Advertiser Series
01603 772487 sarah.wade@archant.co.uk
Sarah Kings, News Editor, BBC Radio Norfolk
01603 617411 sarah.kings@bbc.co.uk
Local Authority Press Officers
Sports coach UK is a charitable organisation and is the lead agency for
development of the UK Coaching System.
www.sportscoach.org
Chartered Institute of Marketing
The CIM are the leading international body for marketing and business
development. Each year they help over 50,000 people at every stage of
their career with training, qualifications and resources as well as enabling
leading businesses to get the most from their marketing people.
www.cim.co.uk
Harry Mitchell, News Editor, Radio Broadland
01603 671180 harry.mitchell@gcapmedia.com
Sharon Clifton, Communications Officer,
Kings Lynn and West Norfolk Borough Council
01553 616452 sharon.clifton@west-norfolk.gov.uk
Sarah Spence, News Editor, 102.7 Hereward FM
01733 281400 sarah.spence@gcapmedia.com
Kate Gooding, External Communications Officer, Norfolk County
Council 01603 224214 kate.gooding@norfolk.gov.uk
John Bultitude, News Editor, North Norfolk Radio
01263 860808 news@northnorfolkradio.com
Mick Manthorpe, Press Officer, North Norfolk District Council
01263 516059 nmanthorpe@northnorfolk.gov.uk
Responsible for the creation and implementation of government health
policy including the NHS.
Tom Buckham, News Editor, Future Radio
01603 250505 info@futurefmradio.co.uk
Sara Martinez, Press Officer, Norwich City Council
01603 212199 saramartinez@norwich.gov.uk
www.dh.gov.uk
Jen Dale News, Editor, 99.9 Radio Norwich
0845 365 6999 news@999radionorwich.com
David Peel, Communications Manager, South Norfolk
District Council 01508 533983 dpeel@s-norfolk.gov.uk
Sporting Champions brings World Class Athletes into schools and local
communities to inspire and motivate young people to take part in sport.
David Jennings, Editor, Anglia Television
01603 753057 anglianews@itv.com
Mandy Montagu, Press Officer Breckland District Council
01362 695333 mandy.montagu@breckland.gov.uk
www.sportingchampions.org.uk
Hilary Fletcher, News Editor, Anglia Television
01603 753057 anglianews@itv.com
Angi Doy, Communications Manager, Broadland District
Council 01603 430523 angi.doy@broadland.gov.uk
Jackie Leggett, News Editor, BBC East
01603 619331 look.east@bbc.co.uk
Liz Dann, Press Officer, Great Yarmouth Borough Council
01493 856100 lizdann@great-yarmouth.gov.uk
Department of Culture Media and Sport
Aims to improve the quality of life for all through cultural and sporting
activities, to support the pursuit of excellence and to champion the tourism,
creative and leisure industries. Responsible for implementing a wide range
of government policy, including sport.
www.culture.gov.uk
Department of Health
Sporting Champions
Youth Sport Trust
The Youth Sport Trust is a registered charity established in 1994 by Sir John
Beckwith to build a brighter future for young people through sport.
www.youthsporttrust.org
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19
Marketing Toolkit
Active Norfolk
General enquiries 01603 727885
info@activenorfolk.org
For staff contact details please visit our website.
Local Authority Sports
development offices
Norfolk County Council 01603 727882
Broadland District Council 01603 430570
Breckland District Council 01362 656300
Great Yarmouth Borough Council 01493 846446
King’s Lynn Borough Council 01553 818018
Norwich City Council 01603 212123
South Norfolk District Council 01508 533698
North Norfolk District Council 01263 516002
Your Partnership Development manager
Breckland School Sport Partnership
Jenny Day
01953 881514 / 07876 662289
jday12@purple.esinet.org.uk
East Norfolk School Sport Partnership
Richard Grove
07917 582629
richard.grove1@btinternet.com
North Norfolk School Sport Partnership
Asa Saunders
07712 890412
pdm@aldermanpeel.norfolk.sch.uk
Volunteer Centres
Norwich School Sport Partnership
Norwich Volunteer Centre
Gary Penn
01603 251180 / 07768 851727
norwichsport@yahoo.co.uk
Great Yarmouth Volunteer Centre
Thorpe School Sport Partnership
gyvbadmin@gyvb.org.uk
Sally Levy
07748 541098
thetfordvb@communitynvs.org.uk
South Norfolk School Sport Partnership
West Norfolk Voluntary &
Community Action
01508 491511
01603 614474
01493 845990
Thetford Volunteer Centre
slevy3@orange.esinet.org.uk
Helen Dolding
01842 767670
helen.dolding@framinghamearl.net
info@westnorfolkvca.org West Norfolk School Sport Partnership
Rural Volunteer Development Workers
Fan Brown
rjbrown28@btinternet.com
07811 032996
West Norwich and Dereham
School Sport Partnership
Richard Dolding
richiedolding@yahoo.co.uk
20
ben.dunne@nvs.org.uk
offer support and guidance on volunteer management and
best practice to voluntary and community groups in Norfolk
Polly Hind
01603 860505 / 07766 952179
01553 760568
01328 862751
polly.hind@nvs.org.uk
Richard Patey
01508 531175
richard.patey@nvs.org.uk
21
www.activenorfolk.org