Professional Documents
Culture Documents
TABLE OF CONTENTS
1. WHAT IS MARKETING ...................2
2. WHY USE MARKETING..................2
3. WHO DOES MARKETING..............3
4. HOW TO MARKET SPORT..............3
UNDERSTAND WHAT PEOPLE
WANT .............................................. 3
MAKE SPORT FUN, EASY AND
POPULAR ........................................ 3
RECOMMENDED MARKETING
TOOLS ............................................. 3
5. HOW TO RAISE THE PROFILE OF
YOUR CLUB........................................4
MARKETING TOOLS ....................... 6
HOW TO CREATE AN
ADVERT/FLYER ............................... 6
HOW TO USE DIRECT MAIL............ 6
USING THE MEDIA TO INCREASE
PUBLICITY........................................ 7
HOW TO MAKE THE MOST OF
SIGNS AND BANNERS.................. 10
IDEAS FOR OPEN DAYS/EVENTS 10
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1. What is marketing
When you mention marketing to
many people, they instantly think of
activities such as advertising, flyers,
brochures and direct mail.
However it encompasses much
more than this, and many of the
things that youre already doing
could be classed as marketing.
Are your aware of how people are
treated when they enquire about
joining your club, or whether new
members are made to feel
welcome? If you are, then you are
currently undertaking what is
called informal marketing and this
is vital for the sustainability of your
club.
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Marketing Tools
How to create an advert/flyer
Advertising is an effective way of communicating to large number of people
in your community. When you are preparing your advert or flyer, think
carefully about what you want it to say.
Here are some ideas to get you started:
Layout 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?
And remember:
Give the date, time, location and contact number plus any other vital
information.
Remember to always sell the benefits in their best light selling the sizzle,
not the sausage.
Tell your customers what becoming involved with your club will do for
them!
Try to avoid including dates, prices etc when you are producing large
volumes of marketing material as they quickly become out of date.
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Follow the template on the next page to create your own press release.
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Where and when the news took place or will take place;
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Layout
Then theres the layout of the release itself. Many people opt for line spacing
of 1.5 to 2, but single is also fine. Releases should also be typed on one side
only and should be between one and two pages long. Anything longer than
this is probably full of waffle and unnecessary information. Use 11 or 12 font
size, and avoid fancy fonts.
In terms of style, dont start sentences with numerals e.g. Twenty-three
member will. Always spell out numbers below 10 e.g. one, two, three etc.
Also spell words that are sometimes written as symbols such as degrees and
percent. Use capital letters sparingly.
Finally, at the foot of each full page put More and at the end of the press
release put Ends.
Press release essentials
The following information must be included on all press releases:
Name and address of your club and your contact details including
name, phone number and email address.
The date when you want the press to publish the release.
Do email press releases to journalists within the body of your email and
not as an attachment.
Do put the press release headline (or a summary of it) in the subject box
of your email.
Dont phone a journalist before you have fully thought through the idea
or story you want to discuss.
Dont use email to sell the story. Use the phone and follow up with an
email.
Dont assume journalists will read your email. Always follow up with a
phone call.
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Check the date. Make sure any open day or event you organise doesnt
clash with anything else big happening near to you at the same time.
If you have space, you could ask along other organisations such as
other local sports clubs, your community sports network, County Sports
Partnership or your local sports development team.
Invite your Councillor, MP or a sports personality to open the event.
Run 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.
Have a theme for your open day such as a summer disco, BBQ or
maybe a tournament.
Produce posters and flyers and effectively distribute them! Speak to your
local Authoritys sports development team and County Sports
Partnership to register your event on their websites. You could also ask
shops, post offices, supermarkets, estate agents, dentists and doctors to
display the information.
Produce a press release a couple of weeks before the event.
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Check list
Are you currently listed in local
directories including online?
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Action
Cost
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Useful information
Sport Englands Promoting Sport Toolkit
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.
http://www.sportengland.org/promotingsport
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.
http://www.cim.co.uk
Fixtures Live
FixturesLive is an online fixtures and results service that saves amateur sport
time and money through online management and communication tools.
Clubs, leagues and Governing Bodies can set up fixtures, competitions and
events, manage venues, member databases and send e-newsletters, emails
and texts. Players can find out the very latest league tables, match and
player stats, photos and reports.
http://www.fixtureslive.com/