Case Studies In Sport

Transcription

1 Case Studies In Sport

2 Case Studies

3 Large Scale Coalition Coalition of 25 golf organizations and corporate partners led by the PGA and designed to introduce people to the game of golf, enhance their skills, and increase their frequency of play. Goal is to reach the millions of non-golfers who have expressed a desire to play, and the millions of occasional golfers who play between one and seven times per year. All marketing elements drive consumers to PlayGolfAmerica.com. Elements include: National promotions and marketing Template-based programs and marketing materials for activation by local host facilities Host facilities across the nation Educational resources and videos Media partners and advertising dollars

4 PlayGolfAmerica.com Campaign Website About: Play Golf America, designed to increase participation among new and occasional adult golfers, was developed by The PGA of America, with the support of Allied Associations including, the LPGA, National Golf Course Owners Association, PGA TOUR, USGA and others involved in the annual Golf 20/20 Conference. The program utilizes PlayGolfAmerica.com to serve as a link for consumers to access fun, affordable and informative programs in their area. Begun in January 2004, Play Golf America s goal is to reach the millions of non-golfers who have expressed a desire to play, and the millions of occasional golfers who play between one and seven times per year. The campaign is designed to introduce people to the game of golf, enhance their skills, and increase their frequency of play.

5 Play Golf America National Promotions Offer a full calendar of promotions as well as year-round events National website offers search function to find participating sites Promotions are highly dependent on activation by local facilities

6 Play Golf America Template-based Programs National website offers marketing materials and programming for 18 promotions. National marketing supports local activation.

7 Play Golf America Marketing Materials

8 PlayGolfAmerica.com Local Host Facilities Participating local host facilities can be sorted by the program in which they participate (i.e. Kids Play Free), zip code and/or State.

9 Play Golf America Campaign Website Hosts Education & Resources Rules, equipment, lessons, etiquette & fitness It s Okay hints make golf less intimidating Series of educational videos Find Golf is the star of every website page

10 Coalition of hockey s leadership companies - USA Hockey, NHL, NHLPA, rinks, equipment manufacturers (Bauer, Reebook, Easton), retailers, etc. Formed in response to a decline in 4-8 year-old participation. Sparked by equipment manufacturers who were seeing a decline in sales. Currently led by USA Hockey. Goal is to build greater awareness and understanding of youth hockey so parents can make informed decisions about involving their families in the sport. Success (in the U.S.) is measured by conversion of kids into USA Hockey members. Elements include: Equipment program National promotions & template-based programs for local activation Host facilities nationwide Educational resources and videos Media partners (NBC & Sirius/XM)

11 One Goal Campaign Website OneGoal is a nonprofit organization. With the goal of building greater awareness and understanding of youth hockey so parents can make informed decisions about involving their families in the sport. For many of us who didn't grow up with the game, OneGoal makes it easier and less intimidating to join in on everything that hockey has to offer.

12 One Goal Equipment Program Objective OneGoal equipment program provides hockey gear as a free rental to beginners who wish to try hockey. From there, the program aims to turn first-timers into lifetimers. Operations Through equipment manufacturers, One Goal has access to inexpensive, unbranded starter kits (gloves, pads, helmet) in one of two sizes USA Hockey buys these kits, then re-sells (or offers as incentives) to local associations (LSC equivalents) Local associations distribute to clubs who rent to kids who are trying hockey for the first time The One Goal Equipment Program works in tandem with Try Hockey for Free by removing the barrier of expensive gear. Current Results 35,000 starter kits in use in USA 20% of LSCs participate Incentive program in place for local association or club activation: If you grow your membership, USA Hockey will give you free sets

13 One Goal Operations National/Local Promotions: Try Hockey For Free Days Try Hockey For Free days are held across the nation and at any time. An attempt is made to coordinate state-wide scheduling, or to schedule with a national promotion. All kids who participate register with USA Hockey as THFF kids this gives them 4 sessions of insurance coverage at no cost. During this registration, USA Hockey assigns them a number, allowing perfect tracking How-to template available for local hosts. Current Results Thousands of Try Hockey For Free days across nation 30% of kids who Try Hockey for Free become USA Hockey members Average of three touches before conversion In 2012, 180 rinks in 48 states hosted 6,000 kids in one Try Hockey weekend After THFF registration, USA Hockey offers a reduced cost rest of season membership Trying to get clubs to agree to do a low-cost membership for THFF kids USA Hockey clubs are closer to summer leagues than USA Swimming clubs. Tracking is KEY

14 One Goal Program: Try Hockey For Free Days Local hosts include Pro Hockey Teams City governments USA Hockey Clubs & Ice Rinks

15 One Goal Other template-based programs for local activation

16 One Goal Marketing Materials Operations Downloadable videos, posters, flyers and postcards available to USA Hockey Clubs / local hosts Click to play PSA

17 The Football Association of Britain s commitment to grow the sport of soccer is the $261M million FA National Game Strategy. Goals (partial list): To retain 125,000 existing teams and create 20,500 new teams Increase the number of boys teams by 10% and girls teams by 50% To create links between FA clubs and schools To make women s football the second-most-played game (behind men s football) in England. To work with existing and new communities (i.e. ethnic minority, gay, lesbian and faithbased) to participate in affiliated football Elements include: Four growth-centered grassroots programs for local activation Host facilities nationwide Educational resources and videos " We want more people involved in the game players, coaches, spectators, administrators and critically referees. Their recruitment and retention are vital to the health of the game. - FA CEO Brian Barwick

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19 The FA Programs Four Programs in place The FA Tesco Skills program: aimed at 5-11-year-old children The FA/Vauxhall Football Mash Up program: aimed at year-olds who are considering dropping out or who have dropped out of football. Game Changer five-year plan to increase participation among girls/women FA/Mars Just Play initiative: aimed at 16+, encouraging casual participation

20 The FA Tesco Skills Program Program After School Skills Centres are weekly football courses for boys and girls who want to improve their football skills outside of school. Skills Centres cater to all abilities, from beginners to more experienced players and provide the opportunity for children to develop technically, psychologically, physically and socially. Sessions last an hour and cost a maximum of $2.50 (some are free) Target is kids Goal is to train 1M kids in five years Results Millions of kids have participated

21 The FA Football Mashup Objective Prevent drop off of teens from the sport and/or return kids who have dropped out. Research showed 135,000 teenagers (14-17) stop playing each year. Effort to offer kids a format and environment in which they feel comfortable to encourage them to return to football. Program Kids participate in fun and social (versus excessively competitive) 1 hour sessions, for 10 weeks with professional coaches. Inexpensive and casual environment takes away intimidation factor Cost doesn t exceed 2/week Held at 35 venues around the country, primarily targeting middle schools Dependent on local hosts Sponsored by Vauxhall, a British automotive company & promoted by National Team players At the end of the sessions, The FA works with local partners to continue to offer 5-a-side football on a social and recreational basis. The FA Vauxhall Youth Officers direct kids to options to stay in the game, (5-a-side, club football, etc.).

22 The FA Campaign Websites Host Education & Resources Find [Program] is the star of every website page New approach to kids soccer aims to make game better for everyone involved Series of educational videos posted on YouTube Different websites for each program/audience

23 Overall Findings What do these successful initiatives have in common? All three initiatives: Remove the barriers of cost and intimidation Feature entry-level, casual participation vs. hard-core competition Depend on the involvement of local hosts / facilities Provide educational resources for both participants and hosts Provide marketing and promotional support nationally & locally Include activation and participation of Industry partners and corporate sponsors