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CLUB MANAGEMENT
Marketing and Communications
The power of communication in communities
Table of Contents
• Digital communication
• Planning an event
• Media relations
• Marketing strategies
• Other support
Digital Communication
Today sporting organisations and communities are stepping into the digital world and
dominating through the use of social media. There are many tools for clubs for digital
communication:
Skype – great for face to face communication
Websites – Tennis Australia offers all clubs a website that they can use
Apps – some apps out there can help communicate to your members about location and
availability e.g Team App
Social Media – Dominating digital communication is Social Media and we would
encourage all clubs to get on board. A tool that can help you communicate more
effectively with your members. Follow the links below for the individual tool kits for each
source of social media, or visit Play by the Rules for a more indepth Social Media Toolkit
Twitter, Facebook, Instagram, flickr, linkedIn, YouTue
Planning an event
Before you plan an event there are some questions that you will need to define and answer:
- Why have an event?
- Why is the event being held?
- What does the club/centre want to achieve?
- Who is the event for?
- When and where?
- Is sanctioning required?
- Is the venue up to scratch?
- What volunteers are needed?
- How to schedule matches?
For more support with these questions read the following pages 2-4
Media relations
Publicity has a part to play in all local club/centre or association admisitrations. It can help in the
following ways:
1.
Informing people about the club/centre or association activities
2.
Focussing attention on special events and programs
3.
Raise public support; particularly useful when a club/centre or association is raising funds
4.
Making the club/centre or association better known when the club/centre or association
wishes to broaden membership
5.
By informing the public of club and interclub results
One of the best ways to achieve regular publicity is through the local newspaper. There is no
substitute for the regular appearance of news about a club/centre or association at a local level.
Media relations
• If your State/Territory Member Association has a newsletter or newspaper, make sure to inform
them of your initiatives. Radio, in areas where there is a local community radio station, can
also be successful in publicising your club/centre or association’s activities.
• It is recommended that once an efficient and regular contact has been established with the
local press it is better to invite the journalist to a meeting, or supply the basic facts and let
him/her write the story than to attempt to write it yourself. However, this is not always possible.
For a media release template the following pages (9 – 11) outlines the basic rules in writing a
media release.
Marketing strategies
Marketing is the process of matching up a product or service with people who want to
purchase or participate in it. These people are referred to as ‘the market’. To help your
club we suggest you define your marketing strategies.
1.
Defining the product/service
2.
Defining the target market
3.
Defining the target market’s needs
4.
Establishing required return on investment
5.
Setting objectives
6.
Developing the marketing strategies
7.
Compiling the marketing plan
8.
Delivering the goods
Guidence and suggestions with
your Marketing strategy click here
or a marketing plan here by Club
Help.
Other Support
• Tennis Australia – Events, Media and Marketing in greater
detail http://www.tennis.com.au/wpcontent/uploads/2010/08/Events-Media-and-Marketing.pdf
• Sports Community – Digital Communication or 9 Content
Creation Tips
• Club Help – Using the media or Developing a Marketing Plan