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Market your swim team to increase membership
Presented by: Charlie Hodgson and Abbey Schingler
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Agenda
Market your Swim Team to Increase Registration– How to build a financially successful team – Key elements in building a reputable program– Leveraging Social Media to increase team visibility– Curb Appeal: the power of a good website– Going Green: Generate additional revenue for your team while benefiting the
environment
Charlie Hodgson
Charlie Hodgson has been involved in swimming his entire life. Charlie was a 1984 U.S. Olympic coach, developed three world record holders, was a college coach for 13 years, and has been a club coach for 40 years. Charlie is an innovator in the swimming community and is best known now for authoring HY-TEK's MEET MANAGER for Swimming and HY-TEK's MEET MANAGER for Track & Field.
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The Team is a Business and the Swimmers are the Customer
Coaches RoleFinancial Success– Entry Level Developmental Program– Consistent Stroke Drills– Each coach needs ownership of a group
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The Team is a Business and the Swimmers are the Customer
The reality is that the younger swimmers and the novice swimmers are the bread and butter of the teamBanquets should recognize every swimmer, not just the best swimmersKeep parents informed, but not involved
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WHY MARKET YOUR CLUB?
The most common clubs market to recruit new members into their program; but thinking about marketing can also help a club to:– Retain current members – Secure team or event sponsorship – Increase support from community stakeholders
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Growing your Swim Program
What is marketing?– Identifying the customer– Satisfying the customer– Keeping the customer
Does not have to be expensive– Word of mouth, your reputation, social media,
your sponsors – maximize these partnerships
Social Media: Facebook and Twitter
Goal: Create an online community that your swimmers can connect with and also attract new ones.Personal Facebook Page vs. a Fan Page– Why a Fan Page is better than a Group Page– What should I post or tweet about
www.facebook.comwww.twitter.com
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Effective Messaging - Be brief, be brilliant and be gone
Be short and to the pointLink users to more infoPromote interactivityAsk questionsInclude photos when possible“Top 10” lists & how to’s are popularYou have only a second to get their attention
Curb Appeal: the Power of a Good Website
First ImpressionCommunicationIncrease MembershipPlanning your Site for Success– Set Goals – Know your Audience
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Curb Appeal: the Power of a Good Website
Your website is your digital image – often times this is the first impression of your teamPost USA Swimming Club Recognition Simplify parent inquires– Pool location, try out schedule, coaches
Update your site regularly – even in the off season– Keep them coming back – post dry land
workouts, training tips – keep them excited
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Knowing your audience
Knowing your audience impacts a site in many ways, includingthe following:
How you should design the siteWhat “calls to action” should be placed in the prime real estate of the site (the important items you want to emphasize when a visitor looks at the site)How you organize content on the siteThe overall tone of the content that is delivered on the site
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Audience ExampleAge Group Swimmers Age 12 – 18 and their Parents Age 30 – 50 – Clear and visible call to actions– Inspiring photos– Energetic, upliftingcontent– Integrate/link to social media online tools
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Advertising and Promotions
GOOGLE MAPS AND SEARCH ENGINESGoal – Improve your online “curb appeal”
For direction on how to upload pictures on Google Maps use this linkhttp://www.google.com/local/add/analyticsSplashPage?gl=US&hl=en-US
Flyers and Other Print MarketingNeed a Marketing Designer
– The Download Zone on USA Swimming• Print Flyers and Download Photos. You can fill in the blanks with your club information or use the USA
Swimming examples as inspiration
– Free e-Marketing at Active.com• Print Flyers and Download Photos. You can fill in the blanks with your club information or use our examples
as inspiration
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With your free Google Places account you can...Be foundVerify your information to make sure people can find you on Google Stand outEngage customers with photos, offers, public responses and more Get insightsUse info about your listing to make smarter business decisions
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Sponsorship
Traditionally it’s been a revue generator but turn it into more - it can be used for visibility co-sponsorship too – Post their logo/link on your website– Ask them to post your logo/link on their website showing they are Proud
Sponsors (this gives you a larger audience)– Have them post a nice poster or picture of the team with your website listed
underneath (how many times a week are you at the orthodontist in a month?)
Develop relationships with local business people, real estate professionals, and swim school owners; they can often be your best ambassadors – Be sure your sponsors know who to reach and how to reach you so they can
promote your program
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Going Green
Why Go Green?– Athletes are demanding it…
• Prefer green events – 95%• Will pay more for a green event – 82%• Would prefer green certification – 80%
» Source: FitPlanet Survey n=118
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Why Go Green?
Green = New RevenueSustainability Sponsorship:– Cover cost of going green – Carbon neutral– Eco-product branding
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Questions
For more information contact: Brandy Albert
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