"Outline Marketing Plan - PDF"
Outline Marketing Plan for the Delivery of Sport England’s ‘Sport Unlimited’ Programme in Herts Known in Hertfordshire as the ‘Livewire Project’ 1.0 Key elements & identifying marketing objectives Marketing Objectives Through marketing we aim to achieve a number of objectives: Develop and maintain a brand identity Raise awareness of the Extending Activities project and of the Herts Sports Partnership To encourage ‘semi-sporty’ 5-19 year olds to take part in more sports & physical activity To increase the numbers of ‘non-sporty’ 5-19 year olds taking part in sport and physical activity To tie all projects in to one central resource/bank of information e.g. a website. Key Elements There are 6 key elements to the successful implementation of the marketing plan for Extending Activities. Branding Providing marketing support to project deliverers Promotion of activities to potential attendees & their parents Market research / documentation of the project/s Press & PR activities Budget The marketing objectives and key elements of implementation are interlinked and are detailed below. 1.1 Develop Brand Identity This is to ensure consistency of the message going out about the campaign. Due to the nature of county-wide projects like ‘Extending Activities’ implementation can be highly fragmented, with a number of different organisations trying to deliver on the same targets. A logo and strap-line will provide the basis of this giving the project a public ‘persona’ and should convey in a simple way, what the project is about. The branding will then be followed through with other marketing support including - Branding guidelines to ensure correct use of branding - Branded poster templates - Branded SSP listing templates - Ensuring consistent and positive messages about the project are being communicated to the press and key stakeholders on a regular basis. Outline Marketing Plan for the Delivery of Sport England’s ‘Sport Unlimited’ Programme in Herts Known in Hertfordshire as the ‘Livewire Project’ 1.2 To raise awareness of Extending Activities We need to raise awareness of the project on several levels. 1) Amongst the ‘semi-sporty’ 5-19 year olds who may take part. This will be done through posters and school newsletters, project listings in each SSP, interactive website, video clips, photos, taster sessions and special assemblies. 2) Amongst the parents and key influencers of the ‘semi-sporty’ 5-19 year olds This will be done through, school newsletter, posters around school and project listings sent home to parents, the offer of an email update, stories in newspapers & local radio. 3) Amongst key stakeholders in sport and key influencers within the county so that they are aware of the good work that is going on. This will be done by communicating good news stories to them on a regular basis or inviting them to see the projects in action and a ‘photo opportunity’. 4) Ensuring that it is clear that the Herts Sports Partnership plays a key role in making the project happen – demonstrating our worth to current funders and potential future funders. This will be done through branding and regular communications to all involved in the projects as well as key stakeholders, key influencers, potential funders and public (via press). 1.3 To encourage ‘semi-sporty’ 5-19 year olds to take part in more sports & physical activity This role will mainly fall to the project deliverers. Herts Sports Partnership will offer support to project deliverers in terms of resources to help them with the marketing of their projects. The Herts Sports Partnership is proposing to offer: 1. Design & production of a brand, logo and strap line for the programme 2. Management of the design of an overall listing (per school sports partnership) of all activities taking place each term. 3. Production of a poster template to be used by all delivery partners to promote their individual projects. 4. Professional photography and video footage of select sessions in action. 5. Press releases at the end of each term to the local media about successful projects. This is subject to the receipt of case studies / feedback reports from the deliverer and authorisation from parents for photography/video footage. 6. A dedicated section on the Herts Sports Partnership website aimed at young people and their parents, hosting of information about activities available. 7. A dedicated section on the Herts Sports Partnership website aimed at delivery agents providing a practical online resource which offers support, advice, best practice, lessons learnt and so on. Outline Marketing Plan for the Delivery of Sport England’s ‘Sport Unlimited’ Programme in Herts Known in Hertfordshire as the ‘Livewire Project’ The following are not offered as standard to our marketing support: 1. Design or inputting of content for individual project posters. ** 2. Printing of marketing communications literature. ** 3. Distribution and display of marketing communications literature. ** The delivery agent in conjunction with the relevant contacts within the School Sports Partnership will be responsible for printing and distributing marketing communications literature relating to overall activities. The delivery agent will be responsible for inputting content of posters, printing and distributing marketing communication literature relating to their individual projects. NOTE: **Should additional support be required in this area, it will be at the discretion of the Herts Sports Partnership – please contact Corina Best on 01707 281007 or C.L.Best@herts.ac.uk 1.4 To increase the numbers of ‘non-sporty’ 5-19 year olds taking part in sport and physical activity This will be achieved through all of the above (points 1.1-1.3) but also through providing suitable activities, delivered by inspiring people. Keeping the young people at the heart of the planning process through focus groups, feedback sessions, and case studies to document their views will assist in increasing the chance of success of the individual projects and in the overall projects too. 1.5 To tie all projects in to one central resource/bank of information e.g. a website. A website resource will be developed and hosted on the Herts Sports Partnership website. It will include 1) An area of resources for project deliverers offering marketing templates, marketing advice, downloadable forms e.g. registration etc, general info about the project, case studies and research, good practise, lessons learnt. 2) A dedicated page on the website for young people and their parents including info about sessions, what the project is all about, videos of activities, interactive element, photos, testimonials /stories. It will have its own web address and will be branded in the project style. 1.6 Physical marketing resource kit It may be useful to provide a physical marketing resource kit for the project deliverers. This would include items such as branded banners, t-shirts for the deliverer and possibly t-shirts for the young people on the courses.