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Marketing plans

A marketing plan sets out your club’s marketing strategy and activities. It links with your club’s business plan, which sets the overall direction for your organisation.

There are two types of marketing plans:

  • Strategic – a three to five year plan based on your business plan and used to develop ongoing programs and approach sponsors for large investments or commitments longer than one season or event.
  • Tactical – an offshoot of your strategic marketing plan and based on short term action plans, like ways to increase the number of club members this season.

Typical marketing plan contents

Summary

  • Include a statement of your main aims and objectives.
  • Write this last.

Table of contents

Introduction

  • Outline what you plan to do.

Situation analysis

  • Analyse your club’s current situation and how these facts affect the plan.
  • Include a SWOT analysis – your strengths, weaknesses, opportunities and threats.

Target market analysis

  • Define your current market using the techniques outlined in target marketing.
  • Headings in this section include demographics - age, income, gender, ethnicity, geographics and psychology/lifestyle.

Problems and opportunities

Use the results of your SWOT analysis to determine:

  • Whether your club should stay in the current market.
  • If your club and its offerings can compete effectively.
  • Whether current marketing strategies and tactics are effective.

Objectives

Use the SMART method to define your objectives:

  • Specific – how, when and why? The more details here the better the success.
  • Measurable – what figure quantifies success?
  • Achievable – do you have enough people, resources and time?
  • Realistic – can you reach your targets? Start small and go up in increments.
  • Timetabled – supply dates.

Marketing mix

  • Develop a marketing mix that will help you achieve your objectives. For most tactical marketing plans the emphasis is on promotion.
  • Consider covering the 5P's:  product, price, place, people, promotion.

Implementation and control

  • Describe how you plan to achieve each outcome; when, the cost and who will be responsible.

Simple marketing plan sample for Fenwood Basketball Club

This marketing plan has been developed to help Fenwood Basketball Club increase the number of junior participants for the 2016 season.

Situation analysis

  • Fenwood Basketball Club has been in operation for nearly 20 years
  • In the early years, there were three teams in each age level
  • In the past eight years, numbers have been steady with only one male and one female team in each age division
  • The community has had relatively stable families that have now grown older and fewer younger children have entered the community to sustain earlier numbers
  • Two years ago, a new affordable housing estate opened in the region, indicating an increased number of children new to the area who may not know the club
  • There are two primary schools in the area: one state school and one private – these are both co-educational and have a defined sports curriculum
  • The state basketball association conduct basic training at both schools every second year and is due to conduct clinics this pre-season.

Target market analysis

  • The target market of the club is all local children aged between 5 and 14 years of age
  • The main focus of the campaign will be the new housing estate.

Problems

  • The new residents are not aware of the club
  • Basketball is only played on an occasional basis at the schools
  • Few volunteers available to assist in promoting the club
  • Lack of trained coaches.

Opportunities

  • Large number of new children in the area
  • Former players now have children of their own in the area
  • State association is due to promote the game in the local schools in the next 12 months.

Objective

To increase the number of junior participants so that there are two teams for each age division (male and female) during the upcoming season.

Marketing mix

  • Product – participation in a local junior basketball competition
  • Price – $45 per child participation fee; $85 per child uniform and equipment fee;
  • Place – Fenwood Basketball Club – good parking facilities, 8mins drive from new housing estate, bus stop across road.

People

  • Volunteers – adequate to support two teams in each division
  • Recruitment – need to recruit additional coaches and volunteers to cover new teams.

Promotion

  • Sign on day – flyers delivered to all houses in new estate, ad in local paper for 2 weeks prior, address at school assembly (get permission off principal), ad in school newsletter
  • Banner – outside club facilities
  • State Association – providing general info flyers about basketball
  • Senior players – provide skills demos at school assembly and on sign on day
  • Coaches – provide short sample training session at venue on sign on day.

Implementation and control

  • Flyers – printed one month prior to sign on day and distributed the weekend before
  • Advert – In paper mid week for two weeks before sign on day
  • Press release – to local paper with basketball-related story to reinforce advert
  • Schools – address student during week prior to sign on day
  • State Association – get commitment of support three months prior, confirm one month prior
  • Roster – senior team and coaches to attend various promotions and sign on day.

Produce checklist with all specific activities, dates, costs and responsibilities for the above. Communicate this to all involved.

More information

For direct marketing tools and tips, including database templates, media contacts, research, image generators and more, head to Our Community.

For practical ideas to successfully market and promote your club, Club Help can help.

Head to the Australian Government Business site for a step-by-step guide to marketing and download the free Marketing for Good not-for-profit toolkit from the Australian Marketing Institute.