MarketingFundamentalsforProfessionalandAmateurSportsClubs

DAMIANKELLY

MyExperience

TellStories• MOSTPOWERFULTECHNIQUEFORGROWINGCONNECTIONWITHYOURCLUB

• CREATESANEMOTIONALCONNECTION• PERSONALISESEXPERIENCES• STORIESSHAREREALEXPERIENCES– NOT‘SALESY’

PROTEAM/GOVERNINGBODYCANHAVEASHINYCAMPAIGN,BUTITISMOREOFTENWHATISDONELOCALLYTHATGETSPEOPLEOVERTHELINE

Storytelling

EVERYPARTOFCLUBEXPERIENCESHOULDBEBASEDONHOWWEMAKEPEOPLEFEEL– MARKETINGSHOULDBEANEXTENSIONOFTHIS

• MAKEITRELEVANTANDSHAREABLE• KEEPITREGULAR• BASEITONYOURCLUBVALUES

Adapt&Innovate

Adapt&Innovate

Adapt&Innovate

Makethemostofyourmembers

CLUBMEMBERSACTASAMBASSADORSANDHAVEAGREATINFLUENCEONPEOPLESIMPRESSIONOFYOURCLUB

• ROLEFOREVERYONE• SKILLSANDKNOWLEDGEOFMEMBERSISPROBABLYTHEMOSTVALUABLEASSETOFTHECLUB

• DON’TASKPEOPLETODOTOOMUCH• VOLUNTEERSNEEDMANAGEDTOO

Digital/Social

UNDERSTANDWHATYOUWANTTODOANDCHOOSETHEAPPROPRIATEPLATFORMTOACHIEVEIT

• LEVELEDTHEPLAYINGFIELD• CENTRALTOONLINEENGAGEMENT• STRATEGY/GUIDELINES• INSIGHTS/ANALYTICS• LANGUAGE/TONEOFVOICE• CONSIDEROTHERAVAILABLERESOURCES

Website

YOURCLUBWEBSITEISTHEONLYONLINEPLATFORMTHATYOUCONTROLALLCONTENT– MAKEITYOURONLINEHUB

• SHOWCASETHEENTIRETYOFTHECLUB– NEWS,PHOTOS,FIXTURES,EVENTS,HISTORY,ACHIEVEMENTS,CURRENTACTIVITIES,FUTUREPLANS,CONTACTS,PITCHLOCATION,SPONSORSADSETC.

• ONE-STOPPLACEFORALLUP-TO-DATEINFORMATIONFORSUPPORTERS

• CMS/MOBILERESPONSIVE• KEEPITUPDATED!

Facebook

FACEBOOKISTHEMOSTPOPULARSOCIALMEDIAPLATFORM,WITHMORETHAN2BILLIONACTIVEMONTHLYUSERS

• 2-5POSTSPERDAY• PROTECTFROMOVERLYCOMMERCIALPOSTS• FACEBOOKLIVEFORMATCH-DAYCOVERAGE• SCHEDULEPOSTS• EVENTS• MANAGEMULTIPLEADMINROLES• USEFULINSIGHTS

ConsumptionHabitsULSTERRUGBY

ALLSAINTSGAA

GettoknowyourfollowersULSTERRUGBY

ALLSAINTSGAA

Twitter

TWITTERHASTHESHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS–APPROX.18MINSPERTWEET

• SHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS• LESSDETAILED,MOREFREQUENTPOSTS• 10-15TWEETSPERDAY(MOREONMATCHDAYS)• USEHASHTAGSTOENCOURAGEENGAGEMENT• TWEETDECKFORSCHEDULEDTWEETS

Instagram

ALMOST70%OFINSTAGRAMUSERSAREFEMALE

• 2-5INSTAGRAMPOSTSPERDAY• NONTIMESENSITIVEPOSTS• INSTAGRAMSTORIES• NOSCHEDULINGFUNCTION/CANONLYPOSTFROMPHONE

EmbraceVideo

VIEWERSRETAIN95%OFAMESSAGEWHENTHEYWATCHITINAVIDEO,COMPAREDTO10%WHENREADINGINTEXT

• APPROX.80%OFALLINTERNETTRAFFIC• EASYTOCONSUME• MOREEMOTIONALENGAGEMENTTHANPHOTOS• CANBEANEASIERWAYOFGENERATINGCONTENT• TECHNOLOGICALADVANCES

Video- Standards

Video- Short-form

PhoneFilmingTips

• CLEANLENS• TURNONAIRPLANEMODE• OPENCAMERAAPP• HOLDPHONELANDSCAPE(16:9)• SUNSHINEONYOURSHOULDERS• CONSIDERAUDIO

– USEAMIC,ORGETCLOSE• FRAMEYOURSHOT• DON’TUSEZOOMCONTROLS

– ZOOMWITHYOURFEET• TAPRECORD😳• RECORD>10SECSFOREACHSHOT• SHOOTSTEADY

– NO/SLOWCAMERAMOVES• GETWIDE,MEDIUM,CLOSE-UPSHOTS

• KEEPBATTERYCHARGED• KEEP>2GBFREESTORAGE• USEPHOTOSAPPTOTRIM

ThankYou

DAMIAN.KELLY@ULSTERRUGBY.COM07483945349