Market your swim team to increase membership

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1 Market your swim team to increase membership Presented by: Charlie Hodgson and Abbey Schingler

2 Agenda Market your Swim Team to Increase Registration How to build a financially successful team Key elements in building a reputable program Leveraging Social Media to increase team visibility Curb Appeal: the power of a good website Going Green: Generate additional revenue for your team while benefiting the environment Endurance

3 Charlie Hodgson Charlie Hodgson has been involved in swimming his entire life. Charlie was a 1984 U.S. Olympic coach, developed three world record holders, was a college coach for 13 years, and has been a club coach for 40 years. Charlie is an innovator in the swimming community and is best known now for authoring HY-TEK's MEET MANAGER for Swimming and HY-TEK's MEET MANAGER for Track & Field.

4 The Team is a Business and the Swimmers are the Customer Coaches Role Financial Success Entry Level Developmental Program Consistent Stroke Drills Each coach needs ownership of a group

5 The Team is a Business and the Swimmers are the Customer The reality is that the younger swimmers and the novice swimmers are the bread and butter of the team Banquets should recognize every swimmer, not just the best swimmers Keep parents informed, but not involved

6 WHY MARKET YOUR CLUB? The most common clubs market to recruit new members into their program; but thinking about marketing can also help a club to: Retain current members Secure team or event sponsorship Increase support from community stakeholders

7 Growing your Swim Program What is marketing? Identifying the customer Satisfying the customer Keeping the customer Does not have to be expensive Word of mouth, your reputation, social media, your sponsors maximize these partnerships

8 Social Media Marketing

9 Social Media: Facebook and Twitter Goal: Create an online community that your swimmers can connect with and also attract new ones. Personal Facebook Page vs. a Fan Page Why a Fan Page is better than a Group Page What should I post or tweet about

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11 Wall Settings control how users can interact with your page.

12 Effective Messaging - Be brief, be brilliant and be gone Be short and to the point Link users to more info Promote interactivity Ask questions Include photos when possible Top 10 lists & how to s are popular You have only a second to get their attention

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14 Curb Appeal: the Power of a Good Website First Impression Communication Increase Membership Planning your Site for Success Set Goals Know your Audience

15 Curb Appeal: the Power of a Good Website Your website is your digital image often times this is the first impression of your team Post USA Swimming Club Recognition Simplify parent inquires Pool location, try out schedule, coaches Update your site regularly even in the off season Keep them coming back post dry land workouts, training tips keep them excited

16 Knowing your audience Knowing your audience impacts a site in many ways, including the following: How you should design the site What calls to action should be placed in the prime real estate of the site (the important items you want to emphasize when a visitor looks at the site) How you organize content on the site The overall tone of the content that is delivered on the site

17 Audience Example Age Group Swimmers Age and their Parents Age Clear and visible call to actions Inspiring photos Energetic, uplifting content Integrate/link to social media online tools

18 Advertising and Promotions GOOGLE MAPS AND SEARCH ENGINES Goal Improve your online curb appeal For direction on how to upload pictures on Google Maps use this link Flyers and Other Print Marketing Need a Marketing Designer The Download Zone on USA Swimming Print Flyers and Download Photos. You can fill in the blanks with your club information or use the USA Swimming examples as inspiration Free e-marketing at Active.com Print Flyers and Download Photos. You can fill in the blanks with your club information or use our examples as inspiration

19 With your free Google Places account you can... Be found Verify your information to make sure people can find you on Google Stand out Engage customers with photos, offers, public responses and more Get insights Use info about your listing to make smarter business decisions

20 Promote your Swim Team at Active.com/Swimming

21 Sponsorship Traditionally it s been a revue generator but turn it into more - it can be used for visibility co-sponsorship too Post their logo/link on your website Ask them to post your logo/link on their website showing they are Proud Sponsors (this gives you a larger audience) Have them post a nice poster or picture of the team with your website listed underneath (how many times a week are you at the orthodontist in a month?) Develop relationships with local business people, real estate professionals, and swim school owners; they can often be your best ambassadors Be sure your sponsors know who to reach and how to reach you so they can promote your program

22 Going Green Why Go Green? Athletes are demanding it Prefer green events 95% Will pay more for a green event 82% Would prefer green certification 80%» Source: FitPlanet Survey n=118

23 Why Go Green? Green = New Revenue Sustainability Sponsorship: Cover cost of going green Carbon neutral Eco-product branding

24 Share the News!

25 Questions For more information contact: Brandy Albert