ROTTERDAM &

SPORTREGIEStockholm 14.09.2018

Let’s introduce ourselves

● Anouk Bloembergen – Product specialist

● David Woutersen – Sports coordinator Kralingen - Crooswijk

2

RotterdamPolicy

• 2nd city in NL• 634.264 inhabitants• 10 districts & 4 villages• 170 nationalities

Sport moves Rotterdam!Policy

In 2030 Rotterdam will be more vital and attractive.

Citizens of Rotterdam will have plenty of opportunities to have fun, and to do sports and exercise in their own way.

5

Four ambitions for 2020Policy

6

1. Improving sports facilities

2. An increasing number of Rotterdammershave fun doing sport and exercise

3. Sports as a means in health, education and welfare.

4. More (economical) result from events

Increase of sportsparticipationPolicy

• Rotterdammers play sports and move at all ages

• Sports club better equipped for the future

• Children and adolescents continue to exercise

• Possibilities for citizens with disabilities

• Innovation

Sportbedrijf Rotterdam The Rotterdam sports

company

Sportbedrijf Rotterdam

• Since 1 january 2018 • Formerly local government

• Maintain and exploit gyms, swimming pools and sports fields

• Programs for citizens of Rotterdam

9

The organization

We are 500 metres fromevery Rotterdammerwith our 350 locations

gymzalen10 zwembaden189 sportvelden

Ourplayground

SportregieMethod

Sportregie

• More influence on sports participation• Less than 1% market value

• Demand-oriented

13

Why?

14

SportregieSports coordinator

SportregieKey words

• Social marketing research

• Stages of life

• In collaboration with all sports organizations

• Sport clubs, commercial sports, physio’s, welfare

• Oversight of all existing sport and physical activities

• Network

16

Toolkit

1. Social marketing research2. Demographics of the neighborhood3. Activities in the neighborhood4. Network 5. Budget

Social marketingThe principle

Social marketing is a process that applies marketing principles and techniques to create, communicate anddeliver value in order to influence target audiencebehaviors that benefit society (e.g. public health)1.

1. Lee, N.R. & Kotler,P (2011).Social marketing. Influencing behaviors for Good. Fourth Edition. Sage Publications.

17

Social marketingThe steps1. Scoping

2. Research; in-depth interviews, focus groups, observations

3. Analysis; create a persona

4. Strategy phase

5. Pretest

6. Evaluation and adaptation

7. Start intervention

8. Evaluation

18

19

4

Stages of life

21

Exercise identities

• All people have different reasons to participatie in physical activities and sports

22

Exercise identities

1

23

23

What appeals the most to you?

Exercise identities

1. Challenge-oriented exercise identity

i. Progress, discipline and results

2. Socially-oriented exercise identity

i. Friends, atmosphere, quality time and fun

3. Experience-oriented exercise identity

i. Outdoors, variety, relaxation, being active is incidental

24

25

13-24 year

25-44 year

45-65 year

65-75 year

Challenge Socially Experience NA

26

Toolkit

1. Social marketing research2. Demographics of the neighbourhood3. Activities in the neighbourhood4. Network 5. Budget

- Age- Cultural background- Education level- Income

- Sports participation- Overweight / obesity

5

Demographics of the neighborhood

6

Neighbourhood Inhabitants Number of sportsorganizations

Activities

Prins Alexander 94,121 119 1,479

Delfshaven 75,124 81 643

Feijenoord 73,080 107 823

Charlois 65,309 96 653

IJsselmonde 58,938 74 568

Kralingen-Crooswijk 52,075 140 1,275

Noord 51,316 84 1,117

Hillegersberg-Schiebroek 43,444 127 789

Hoogvliet 34,187 71 492

Centrum 32,125 95 1,359

Overschie 16,770 43 338

Rozenburg 12,388 44 296

Hoek van Holland 10,110 39 198

Pernis 4,794 13 88

Totaal 623,967 1,133 10,118

Activities

29

Toolkit

1. Social marketing research2. Demographics of the neighborhood3. Activities in the neighborhood4. Network 5. Budget

Results so farSince july 2016

• 1.052 introductory meetings with sport organizations

• 173 new activities

• 735 connections between organizations

• Uncountable number of advice on improvingactivities

30

SportregiePut into practice

32

Let’s use the tools!

SocialMarketing

Sportscoordinator

Intermediair

Citizens of Rotterdam

Sportsorganizations

33

Let’s use the tools!

• Demographics of the neighbourhood• Activities in the neighbourhood• Social marketing research• Network • Budget

34

Demographics of the neighbourhood

• Data collected by productspecialists• Hand out summaries • Sports coordinators have detailed information

• What stands out? • Age | income | cultural background• Write it down on top half of your sheet

10 mins

35

What stands out?• Big student community – mainly foreign students (Uni

closeby)

• A lot of employed people | Social Economical Status

• Affordable income higher than R’dam, but below arealaverage

• Low amount of adolescents & pensioners part of a sportsclubs

• Big Turkish & Maroccan communities – specific areas withinthe neighbourhood

36

Activities in the neighbourhood

• Data collected by sport coordinators• Daily process

• Which stages of life have a lot of activities?• Which stages of life have a variety in sports?• Write it down on the bottom half of the sheet

5 mins

37

What stands out?

• A lot of activities for primary school children• A lot of challenge orientated activities for

adolescents• Student activities are overly represented• Two types of activities for Pensioners• Relatively a lot of activities for the Unemployed

38

Social Marketing - Priority groups

• Based on previous steps you have a pretty complete image of the area.

• Which stage of life would you consider as a priority groups and why?

5 mins

Choose a priority group

39

Socialmarketing

Demographics

Activities

40

Which priority group & why?

• Toddler• Not a lot of activities & only one sport

• Adolescent• Mainly challenge orientated & low number active at clubs

• The pensioner • Swimming and fitness orientated – lack of variety in sport identities

Setting up an activity

Proposition

Positioning

Product

Price

PlacePromotion

People

Partners

Process

Persona

41

42

Social Marketing - Persona

• Choose one of the three priority groups

• The persona gives a view of the daily life of thetargeted priority group

• Take the analyses of the neighbourhood & sportsactivities into account

• Create the Persona on a new sheet

43

Social Marketing - Persona• What does the daily life of this person looks like?

Example: work, travel, family

• What are motivations of this person? Example: status, green environment, family

• What are barriers of this person? Example: money, injuries, lack of travel opportunities

• What is his or her competitive behaviour? Example: workaholic, spending time with children

• Who are the significant others who can influence their behavior? Example: parents, church, friends,

• Where and how does this person communicate? Example: face to face, in bars

• What exercise identity does the Persona have? 15 mins

44

45

Set up a fictional activity

Based on the Persona – what activity would suitthem best?

Look at:• Product • Price• Place• Personnel

15 mins

Promoting your activity

Proposition

Positioning

Product

Price

PlacePromotion

People

Partners

Process

Persona

46

47

Promoting your activity

1. Message

What do you want them to do, know & believe?

2. Messenger strategy

Who will deliver the message for you?

Example – we use sports companies / physio’s etc.

3. Creative strategy

Look & feel, language, logo’s etc

4. Channels

Where will the messages be delivered?

SocialMarketing

Sportscoordinator

Intermediair

Citizens of Rotterdam

Sportsorganizations

48Examples

49

50

51

52

53

54

55

Promoting your activity

1. Creative strategy

Look & feel, language, logo’s etc

2. Channels

Where will the messages be delivered?

Proposition

Positioning

Product

Price

PlacePromotion

People

Partners

Process

Persona

5 mins

56

Let’s use the tools!

• Demographics of the neighbourhood• Activities in the neighbourhood• Social marketing research• Network • Budget

THANKS FOR YOURATTENTION