Developing a Marketing Plan For Your Club, Nov 2014

Developing a Marketing PlanFor Your Club

Xerxes SetnaAndrew Mitchell

“How are we supposed to sell a diet pill that makes you blind?”

“We’ll let marketing worry about that.”

- The Simpsons

15 seconds

Whybother with planning?

What goes into your plan?

Six stages to planning:

1. Situation Analysis (key issues)2. Objectives3. Audience4. Key messages5. Strategy and Tactics6. Evaluation

Situation analysis - where are we now?

Positive(What can help)

Negative(What to be wary of)

Internal

External

Positive(What can help)

Negative(What to be wary of)

Internal

External

Think in terms of:

• People

• Finance

• Resources

• Location

• Unique selling points

• Competition

• Economy

• Technology

• Media/political focus

• Social

What key issues do you want to address?

Asking the right question is key

Objectives

Where do we want to get to?

Who do you want to communicate with?

Who should we direct our effort on?

Influence

Interest

Low

High

Influence

High

Interest Low

Key playersKeep satisfied

Monitor Keep informed

Who should we direct our effort on?

Influence

Interest

Low

High

Influence

High

Interest Low

Key messages

Strategy and tactics

Strategy

Tactics

• Email

• Website

• Newspapers

• Newsletter / e-newsletter

• Facebook

• Direct mail

• Twitter

• Posters• Events

• Blog posts• Competitions

Eval

uat

ion

-A

re y

ou

win

nin

g?

Success is 97% perspiration, 2% inspiration and 2%

attention to detail.

[email protected]@tynewearsport.org

@tynewearsport

/tynewearsport