A more vibrant, visible and viable community sports enterprise 21 st June 2012 SENscot Glasgow Svend...
Transcript of A more vibrant, visible and viable community sports enterprise 21 st June 2012 SENscot Glasgow Svend...
A more vibrant, visible and viable community sports enterprise
21st June 2012SENscot Glasgow
Svend ElkjaerSports Marketing Network
Sports Marketing Network
provides thoughts, tool and to-dos on how to make sport
vibrant through the activities and events sport creates together with its communities
visible by engaging and communicating with customers, partners and their communities
viable – based on the above sport can generate sustainable income
4. For the community
Community groups
Health sector
Otherclubs/sports
PoliceFire Service
Local businesses
Council
Schools
Housing Association
UniversitiesColleges
CommunitySports
Enterprise
Shared Value for sports clubs and other activity providers
A new kind of partnership, in which both the CSE and the community contribute directly to the strengthening and development of each other
The 12 steps for creating shared value (1)
Be open to new skills, users,
members, volunteers
and partners
The 12 steps for creating shared value (4)
Do an audit of what you
are already doing
with/for the community
The 12 steps for creating shared value (5)
Create an inventory of your assets,
skills,relationships
and expertise
The 12 steps for creating shared value (6)
Draw up a list of your current and potential community partners and their needs
The 12 steps for creating shared value (7)
Identify Connectors both within and outside your CSE
People with a special gift for bringing the world together
The 12 steps for creating shared value (10)
Take your CSE to your communities:in the parkon the beachin the street in the shopping centrein the office
Go where people are, engage with them and then welcome them
The 12 steps for creating shared value (12)
Invite ideas and suggestions, set in action
and then follow up
7. Income Generation
Fund-raising is dangerously close to begging
Income-generation is providing a service that has value to your customers
The more you give the more you get…
link up with local, dynamic charities:
raise profilemore peopleadded emotional engagement
Users/Members…a key source of income
Adapt user and membership categories to people’s lives – not just what suits you:
Pay ‘n Play/Come ‘n Go Not just sport (a place where people
live their lives) Bring Granny/Grandad
PEOPLE WILL PAY FOR GREAT EXPERIENCES - JUST ASK
And from South Shields: 22,639 dogs (and their ‘owners’) participate in the Great North Dog Walk and raise £3.2m over 15 years (£500K in 2011)
Income streams?
Commissioning (health etc) Informal sport/Pay ‘n’ Play Membership categories: Premium,
corporate, remote, student, part-time?
Events Sporting Social Community
“Do a Svend!”“Man or woman
who doesn’t smile,
should not run community sports
clubs”
Chinese proverb (from Boroughbridge,
North Yorkshire)
Thank you for your time…
Svend ElkjaerSports Marketing Network5 Station TerraceBoroughbridgeYO51 9BUTel: 01423 326 660Email: [email protected]