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THE GOOD CLUB
GUIDE EXTRA:
FOR A
MARKETING/PROMOTIONS
& PRESS OFFICER
GETTING STARTED
The following sections will provide additional help and
support for a Club Marketing/Promotions and Press
Officer in key areas of the role. This resource
contains additional information to the ASA Good Club
guides, and should be read in conjunction with the
other ASA Good Club Guides, available through the
British
Swimming
website
at
www.britishswimming.org
HOW TO USE THIS RESOURCE
• As a reference to assist you/others in their role
• To assist a club in recruiting volunteers by giving
information about a role
• To prompt discussions at your club about the
standards and qualities of volunteers needed
• As part of an induction for a new volunteer at the
club
• To input into the development /action plan for the
club
ACTIVITY 1:
HOW DOES THAT FIT WITH YOUR ROLE?
Using the role description in the ASA Good club
guide for a Marketing/Promotions and Press officer,
consider how this relates to you, and the role you are
doing / could be doing in the future? E.g. are there
areas, as a marketing/promotions and press officer
that you may need to consider as part of your role
having read the above information?
ACTIVITY 2:
WHAT MARKETING ACTIVITIES DOES
YOUR CLUB DO?
From the activities listed within the ASA Good Club
Guide for a Marketing/Promotions and press officer,
tick the activities that your club does and then in the
next column note how effective/useful these are for
the club currently (be honest too!)
Marketing activity
Marketing plans/strategies
Advertising
Promotional activities/events
Media relations
Club currently
does (tick)
How effective / useful these
are to the club currently?
ACTIVITY 3:
THE CLUB’S CURRENT MARKETING MIX
With reference to the ASA Good Club Guide for a
Marketing/Promotions and press officer, list how and
your club currently contributes to the marketing mix.
MARKETING MIX
Products
Place
Promotion
Price
Perception
Packaging
Positioning
YOUR THOUGHTS
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ACTIVITY 3:
THE CLUB’S FUTURE MARKETING MIX
Use the table below to write down where your club
can develop and grow in the following areas
GROWTH OPTIONS
Current growth in present market
(current product and services)
New growth in present market (new
products and services)
Growth in new markets (current
products and services)
Growth into new markets (new
products and services)
POSSIBLE MARKETING
STRATEGIES (WHAT THE CLUB
CAN DO TO GROW AND
DEVELOP)
e.g amending squad timings to meet
the needs of age group / membership
of club
e.g developing a club newsletter to
raise profile and provide information
to members
e.g creating new team kit/ identity for
the club
e.g establishing a pick-up service via
the local volunteer centre for
swimmers with a disability
ACTIVITY 5:
WHAT WILL YOU DO NOW?
Based upon the above activities, what will your top 3
recommendations be to focus your club’s marketing
and promotions strategy upon?
Who do you need to tell/ what do you need to do with
this recommendation?
PUTTING IT ALL TOGETHER:
PRODUCING A CLUB MARKETING PLAN
Just like a club strategic plan, the objective of a
marketing plan is to provide specific, measurable
guidance to your club in relation to its marketing
activities. Without such a plan, marketing
activities are likely to be ineffective, expensive or
not be given the priority they require.
BENEFITS OF YOUR CLUB HAVING
A MARKETING PLAN
• Guides the club in its marketing and activities
• Enables the club think and plan ahead
• Assists in selecting the most appropriate / relevant
marketing activities
• Helps a club to pre-empt and plan prepare for change
• Focuses best use of the club’s funding and resources
• Results provide tangible evidence of
improvements/increases etc
The structure and design of marketing plans varies,
however commonly used categories include
Executive summary
Current Market Situation
SWOT Analysis
Marketing Objectives
Marketing Strategies:
Action Plan
Marketing Budget
A specific description of the club, the services you are
marketing and the advantages of these over your
competitors
Where your club sits in the marketing mix
Strengths, Weaknesses, Opportunities and Threats
facing the sport of and your Club (see appendix 1)
Outlines what the marketing plan aims to achieve, e.g.
increased membership, better facilities / equipment,
new services and markets, increased income, etc.
Outlines what you will do to achieve the objectives of
the plan, e.g., Radio, Fundraising, etc.
Shows who will do what, when it will be done and how
it will be done
What will your marketing strategies cost the club to
implement?
TOP TIP
If you have lots of actions here that may seem
daunting for one person, think about how you should
share the workload with other volunteers at the club,
or perhaps prioritise and schedule the actions
required over a longer period of time, within your club
action plan. You could share your thoughts with your
club Chairperson or Workforce Co-ordinator.
ACTIVITY 6:
WHAT MEDIA ACTIVITIES DOES
YOUR CLUB DO?
From the media activities listed within the ASA Good
Club Guide for a Marketing/Promotions and press
officer, tick the activities that your club does and then
in note how effective/useful these are for the club
currently (be honest too!)
Media activity
Print
Radio
Electronic
Other
Club currently
does (tick)
How effective / useful these
are to the club currently?
ACTIVITY 7:
WHAT WILL YOU DO NOW?
Based upon the above activities, what will your top 3
recommendations be to focus your club’s future
media activities upon?
Who do you need to tell/ what do you need to do with
this recommendation?
An example of a media release from a local swimming club
For immediate release
Billfish Swimming Club Swimming Festival – It’s Your Sport
The inaugural “Billfish Swimming Club - Swimming Festival” will be held on the [date to be inserted],
and it’s an event for “everyone”.
The “Festival” will run each day from 9am to 4pm and will be held at the Billfish Aquatic Centre, on the
corner of Smith and Devlin streets, Swimville, UK.
The aim of the festival is to encourage participation by all sections of the community in the sport of
Swimming. The activities such as swimming, synchronized swimming, diving, mini-polo along with
expert coaching and a series of races and activities.
There will be coaching sessions for juniors, beginners and experienced swimmers. “The Festival will
also expose the local community to the wide range of services offered by the highly qualified and
experienced staff of the Billfish Club”, explained Mrs Belinda Side, Club President.
“Those wishing to learn new skills, or develop their swimming, will be given coaching tips by qualified
teachers and coaches, and/or have some fun with some of Britain’s best young swimmers will have
a great time.”.
“Those wishing to attend the festival at any stage over the weekend can do so at no cost.”
--------------------------------------------------ENDS------------------------------------------------For further information:
Mrs Belinda Side
Phone/Fax:
Date:
Monday 6 September 2007.
ACTIVITY 8:
SELF REFLECTION ACTIVITY
What could you do to gain further experience in being
a marketing/promotions and press officer having now
read this resource? Eg. Have a go at preparing a
marketing plan and sharing with the chair of the
club
What information might be useful for you to follow up
/ gain further information on to help you during you
term of office as a marketing/promotions and press
officer?
Who are the people who will be important for you to
speak / communicate with in order to achieve the
above and why?
What further help do you need in developing your
skills as a marketing/promotions and press officer?
(You may be able to discuss this with the ASA
Communications department or your ASA Regional
Office)
12 months from today, what is the one thing you
would like to have achieved in being a fundraising
and sponsorship officer?
TIP: Set a reminder in your phone / diary / calendar
that you have committed to doing this, and to re-visit
this page!
SUMMARY
We hope you have found this guide informative in
guiding you in your role, and providing you with
information and helpful tips. We wish you a great
experience in your role and thank you once again for
all your time and commitment you are giving to the
sport.
ACKNOWLEDGEMENTS
The ASA are grateful for the contributions and input
from the ASA Volunteer working group in ensuring
these resources are written and reviewed by
volunteers, for volunteers. These resources also
draw upon the work developed by swim21 clubs,
runningsports and Volunteering England. The ASA
would like to acknowledge and thank these
organisations for their support and permission in
using the work they have completed.