sport media and marketing for clubs

SPORT MEDIA/MARKETINGSuggestions for community sport clubs

To inform consumers through strategic media use

To shape public opinion through persuasive communication

To integrate advertising, marketing and sponsorship

PURPOSES

To build community relationships

To generate ‘free’ publicity

To inform

PURPOSES cont.

Be clear about who your public are

Are they fans, financiers, potential sponsors, target audiences, parents...?

THE PUBLIC

All clubs need positive public relations

The president, CEO or coach is critical

Good reputations are earned

Good impressions are investments

PUBLIC RELATIONS

Have a clear Public Relations and Media plan

Have a designated person

Monitor other sports and other clubs

Keep a file

PUBLIC RELATIONS cont.

Your club brand

Annual reports

Newsletters

Media releases

Direct mail

KEY SUGGESTIONS FOR IMPACT 1.

Presentations

Letters to the editor

Using a celebrity

Community service

Personal contact

2.

Photographs

Website

Social media

Sponsorship

Carry out an awareness survey of your club

3.

Bumper stickers

Results in a local (sponsor) window

A (sponsored) newspaper column

A local time on local radio

Find a new approach to sport e.g. Green sport

4.

Competitions that link your club and sponsor

Construct school activity handbooks

Have tickets or equipment discounts at the local shop

Have a stall at the local market day

Cultivate the local paper

5.

Have free admittance or special admittance

Run a photograph competition

Obtain a community grant

Have a sponsor for certain aspects of the game

Talk with a marketing expert

7.

Look for human interest stories

Stage an evening that has community appeal

Stage a competition e.g. distance kicks

Have a girls’ handball race

Look for special days in your club history

8.

Naming rights to:

Competition

Event

Match

Player

Trophy

9.

Weekly game

Building

Signage

Gear

Clothing

10.

Honours Board

Results Board

Tent or table at function

MVP

Most Improved Player

11.

Design a logo for club, team, competition

Have Hospitality Naming Rights

Get a sponsor who will offer a free service as an investment

Name team after a celebrity player

12.

Organise special viewers and notify media

Get UC internships

Source local trusts

Have a stall

Sell goods on commission

13.

Organise a sport trivia evening

Have team or inter-sport competitions

“Sell” training or coaching session

Have a charity sport-a-thon

BBQ

14.

Make sure the media have club contacts

Make sure you inform the local media weekly

Check out websites

Know what the media want from you

Link with health and fitness

15.

Make sure your club persons can communicate

Get your message across to your audience

Give the media something they can use

Have visuals

MEDIA SPECIFIC 1.

Draw up possible press releases

Issue invitations for special events

Practise speaking

Prepare questions and answers

Tape yourself and listen critically

2.

Know your media

Know the media deadlines?

Know what is news

Radio tends to use more ‘sent-in’ material

Know your contacts

3.

Have a media kit

Fact sheets

Backgrounders

Features

Photographs and videos

4.

Have maps, media passes, kits

A calendar of club events

Posters

Find a new or appealing angle

Consider a media conference

5.