Marketing
Attracting and recruiting members is one half of a club's job. The other is retaining their interest and developing their sport. Of course, the primary route by which you retain members is ensuring that they have access to good facilities and plenty of opportunities to enjoy the sport at their own level.
However, many members do not have as much opportunity to participate as they might wish, so it's vital that you keep in regular touch with them. This way, they stay informed about the club, and you keep tempting them with more sport.
Sports clubs need to communicate with many people, often for different reasons:
• Club members and volunteers
• Members of other clubs or teams
• Parents and carers
• Technical officials such as referees, judges and umpires
• Representatives from NGBs, local authorities, County Sports Partnerships
• Local schools and other community organisations or partners
• Potential new members
• The media and sponsors
Remember, communication is a two way and every time you or a representative form you club communicates with external bodies it portrays an image and reflects on your club!
Marketing and promotion covers a wide range of activities from posters and flyers to direct mail and events. However, whatever means of promotion you choose, some general principles should be applied:
Why? - Decide on the key aim of your promotion (eg attract more players, raise funds, generate interest for an event etc).
What? – You need to communicate all the key messages. This should include features (our Club is accredited) and benefits ( we offer safe and secure sporting opportunities) as well as providing the proof or reasons to believe (we have all the relevant checks and certificates etc).
Who? – You need to define your target audience to help you select the most appropriate technique to use. For example, to encourage more young people to participate at your club, you would be best to display posters in local schools but to secure sponsorship from local businesses will require a more personalised approach.
How? – only once you have considered the above, you can then think about what form you promotion should take.
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