Marketing Update - Cat Adams
PFC Marketing August 18th 2016
Focus Areas1. Social Media
2. Sponsorships
3. Function Centre
4. Membership Growth
5. Membership Retention
6. Membership Engagement
7. PR and Profile
8. Branding
9. Marketing
Social MediaObservations⢠Facebook đ⢠Twitter and Instagram đ⢠Snap Chat đ⢠LinkedIn đĽ
Recommendations⢠Social media strategy & digital content strategy⢠LinkedIn profile ⢠YouTube ⢠Facebook promotion & advertising
Actions⢠Social Media Policy⢠Brand Twitter page ⢠Demons Instagram⢠SM Image bank
SponsorshipsObservations⢠High average⢠Sales approach⢠Many $ : Few $$$
Recommendations⢠Sponsorships sales strategy ⢠Sponsorship Workshop⢠Sponsorship sales toolkit⢠Revise tiers ⢠Reduce total sponsors ⢠Sign high value longer term
Function CentreObservations⢠Marketing materials⢠Website⢠Branding
Recommendations⢠Address website⢠Online info pack⢠Re-design materials⢠Social Media⢠Listings
Actions⢠Webpage⢠Online PDF⢠Material re-design
Membership GrowthObservations ⢠Database under utilised ⢠Ad hoc approach ⢠Copy heavy
Recommendations⢠Refine club messaging⢠Launch purpose, core belief and vision in 2017⢠Community engagement strategy ⢠EDM and database management⢠Themed games & grants⢠Marketing budget and plan
Actions⢠Mail Chimp comms⢠Subscription module online⢠Collect emails
Membership EngagementObservations⢠No member activity/behaviour records⢠Min WAFL game day standards ⢠Website SEO⢠Pre-game emails⢠Losing members and supporters
Recommendations⢠Pre-game emails ⢠Website audit⢠Google Analytics ⢠Signage production ⢠Game day information flyer
Actions⢠Game Day Information page
Membership Retention
Observations⢠2016 proves engagement ⢠Membership value⢠Requires proactive engagement
Recommendations⢠Restructure memberships ⢠Ezi-debit⢠Rewards programme⢠Electronic cards⢠Research ⢠Analysis and strategy
Actions⢠Sales analysis report supplied⢠Membership recommendation
PR & Profile
Observations⢠Reactive approach⢠Purpose and Vision⢠Content copy heavy ⢠Football ops staff
Recommendations⢠PR partnership⢠Single writer / editor.⢠Shorten news articles ⢠Touch points consideration⢠Staff bios a⢠Club mascot
PR BRAND
MARKETING
Awareness & Intent
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Branding
Observations⢠Dating logo ⢠Reference AFL⢠Style guide
Recommendations⢠Create style guide ⢠Logo refresh.⢠Font⢠Colours⢠Merchandise designs
fonting right
MarketingObservations⢠Target audience knowledge⢠Accountable budget and plan ⢠Digital media⢠WAFL efforts
Recommendations - ties to Membership ⢠Target audience definitions. Consider -
⢠media habits⢠merchandise ⢠memberships ⢠target
⢠Channel plan⢠Digital content strategy⢠Club collaboration
Documents Supplied 1. Phase 1 - Social Media, Sponsorship and Function Centre
2. Phase 2 - Membership Growth, Engagement and Retention
3. Phase 3 - Profile, Branding & Marketing
4. Function Centre
1. Function Centre Food & Beverage Menu
2. Lathlain Function Centre (Overview of services offered)
3. Lathlain Function Centre Web Copy
5. Marketing Calendar V1 (proposed marketing plan 2017 season)
6. Merchandise Sales Analysis (profit & margin)
7. Membership Change Recommendations
8. Game Day Information page copy and images
9. Presentations
1. West Coast Eagles
2. Curtain University
3. Banksia Hill
10. Social Media Policy