An easy guide to... MARKETING FOR CLUBS Inspiration to Participation Lincolnshire Sport
www.lincolnshiresport.com Marketing your Club and Activities Does your club have a media lead? Think about appointing someone in the club to take a lead for the publicity - the job can be as big or as small as you choose. Contents Page 2 - An Introduction to Social Media Page 3 - Twitter: Setting up an account Page 4 - Facebook: Setting up an account Page 5 - Instagram: Setting up an account Page 6 - Social Media: Making an impact Page 7 - Social Media: Getting noticed in your local media Page 8 - Press release template Page 9 - Website: Top Tips Page 10 - Open Days, Community Events & Key Contacts Register your club on Lincolnshire Sport s Club Database - www.lincolnshiresport.com/clubs 1
An Introduction to Social Media Social Networking reaches one in four people around the world. Facebook, Twitter and YouTube are vital tools in promoting club activities and raising a club s profile. Setting up these profiles takes 5 minutes, so what are you waiting for? d is a relatively easy process. Facebook - Facebook is an online social networking service which allows you to create a personal profile, add other users as friends, exchange messages, and receive automatic notifications when they update their profile. Facebook has evolved into a free advertising network for businesses, organisations and clubs in the last 5 years. Twitter - Twitter allows you to send short messages to tell the world what your club is doing and what events it is running. The service allows you to follow people and be followed by people. Twitter is an ideal platform to market your club better and keep audiences up to date. It also drives traffic to your website. Instragram - Instagram is an online photosharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook and Twitter. 2
Twitter: Setting up an account Step by Step Guide 1. Go to Twitter.com and create an account. You can give yourself any username you like but it s best to choose something that people who know you will recognise. 2. Fill in your biography. Say something about your club. 3. Upload an image and cover photo. Use your clubs logo and venue. 4. Post your first tweet. It should go in the box underneath the question What are you doing? and it must be 140 characters or fewer. 5. Start building your network. Look for friends and colleagues who are already using the site by clicking find people at the top of the page. Following people is the easiest way to let them know you are there and some of them will soon start following you in return. 6. Join in conversations. You can send a public reply to people by putting @ before their username and then typing your message. 7. If you want to send a message to someone but don t want all your followers to see it, you can send a direct message. Put d and then the person s username to send a private message. Remember to leave a space, like this: d LincsSport. 8. If one of your followers says something so brilliant that you want to share it with your followers, you can retweet it. The etiquette for doing this is to put RT at the start of your message then add the @ symbol and the person s username. 9. Use hashtags in your tweets. By adding a # and then a keyword, lots of unconnected people can join a conversation and read your tweets. You become more engaged. Example of an ideal tweet: Check out the pictures from last night s #Sportivate dance session on our website! #inspiring http://ow.ly/x39pk 3 Use us! Tweet us @LincsSport and we ll promote your news to all of our networks!
Facebook: Setting up an account Step by Step Guide 1. Log into Facebook. If you do not have a personal profile set up on Facebook, do that first at www.facebook.com. Even if you don t want a personal profile, you will need one to set up a fully interactive club page. Once you have logged into your personal account, you will then be able to create your Business Page. Your Business Page will be tied to your personal profile, but they are completely separate. 2. Create a page while logged in as your profile. Go to www.facebook.com/ pages/create.php. Take a look at the main categories of the Pages and decide which one fits your business. Click on one of the boxes to select that main category for your business and browse through the categories in the dropdown menus to see which one fits best. 3. Choose your category from the drop-down menu and name your page. Always use the name of your club; don t include any personal details. The categories are not always perfect, but for the most part, they aren t critical. Select the box next to I agree to Facebook Pages Terms and click Get Started. 4. Add Your Profile Picture.The profile picture is the image that appears next to every post that goes into the news feed from your Page. Upload a strong image, preferrably your logo. 5. Add Your Basic About Information. The About Page has several large sections to sell your club. You only have 155 characters that will show in this field. Add a link to your club s website in this field, so people can easily find your website. You want to add your website address into the website field as well. 6. Add to Your About Page. Even though you added the small blurb about your club you also should include more on your About Page, includng information on club nights. Click the Edit Page and Update info menu selections from your admin panel at the top of your Page. 7. Get networking. Like your own page, like similar pages to your own club, upload a cover photo and get networking. You will have a profile page where you can post your own news updates and events and a newsfeed where you can see updates from other clubs you ve liked. Like and share other posts to become more engaging and don t be scared to upload photos and videos, with the right permissions. 4 Share your news! Share your news on our facebook page and we ll help promote it - www.facebook.com/ LincsSport
! Instagram: Setting up an account Instagram is a great social networking tool to engage with younger people. However, this tool is purely App based. To use it you must download it onto you iphone, Andriod, smartphone or tablet. Instragram is not a computer tool. 1. Download the Instagram app in the App Store on an ios device (iphone, ipod, ipad), or in Google Play for an Android device. Simply search Instagram in your phone or tablet s App Store. 2. After successful installation you will be shown a home page screen. Click register. 3. Fill in your account details. Your Username will be visible and is how people will search for you. This should be your club name. 4. Find your friends/other clubs. You will then be given the option to invite your Facebook friends to follow you (you can click skip if not applicable). You also are given the option to search for contacts based on contacts on your Phone. Instagram will also give you a list of suggested people to follow. You can decide if you want to follow them or not. Once you are finished with this screen, press Done. 6. Update your profile settings. Now your account has been created. In Instagram, along the bottom, you will see 5 different icons. Press the rectangle icon that looks like a newspaper (far right). This takes you to your profile settings. 7. Click Edit Your Profile. Here you can additional details including Go to Account, Edit Profile to finish your profile settings. be sure to add your club website address and a profile picture. Hit Save. 8. Get networking and taking pictures/videos. Take pictures of your club events, training sessions and upload them, using the filters. Use a hashtag to engage more people. Use other social media to promote your account. 9. Follow other accounts as you find them. Instagram is up and coming so more accounts are being added everyday. Make sure you re in the loop. Search for users and hashtags using keyworks such as Football or Lincoln with the navigation icon. Remember: You must only publish photos and/or videos that you have taken yourself or ones you have permission to use. Never take a photo from Google or a website and promote it as your own, as you could face copyright fines. 5
www.lincolnshiresport.com Social media: Making an Impact Whenever you use social media, clubs must always be aware of the following: Do post your club experiences Do post pictures from clubs/projects Do link your club website to your post Do look to promote events Do follow your clubs principles Always respond to questions Follow trends/news Use hashtags Post photos or videos without permission Don t defame people Don t violate privacy Don t be obscene Use bad grammar Be unclear in your message How to I target individuals with social media? Twitter Junior 16+ 18-25yrs 26-35 yrs Parents 50+ yrs Facebook Instagram 6
Media: Getting noticed in your local media The best way to get interest from local papers about your club is to provide them with an engaging and interesting story. Press releases are the best way to get your information across. How do I write a press release? The ultimate rule with a press release is that it must be written in third person and have a beginning, a middle and an end. 1. The introduction must tell the story immediately and be no longer than 2 3 sentences long. These sentences must be engaging, interesting and draw the reader in. 2. The content is key you must make sure you include all the relevant information that the reader will need. The best way to do this is answer the following 6 questions: Who? Why? What? Where? How? When? 3. Always include a quote - a spokesperson from your club would be the ideal choice. This quote is the first chance you get to make the press release personal. You ll be writing it in first person so really put your own touch on the quote. Don t forget media aren t allowed to amend quotes, so if there is something you want to make sure gets published, repeat it in the quote. 4. Contact details - Finally, leave information for the public or journalist to get in contact with you. A name, email address and telephone number are usually the best options. Do you have a good news story? Send it to communications@lincolnshiresport.com 7
Press Release Lincolnshire Sport INSERT DATE INSERT TITLE INTRODUCTION Sum up the story in 2-3 engaging sentences. What is it you are trying to tell the public? CONTENT Who? Why? What? Where When? CASE STUDY The media love human interest stories. Do you know someone/something that relates to this story and can be classed as a success story? Include it! QUOTE TEMPLATE Provide an encouraging and engaging quote including your name and title. This is the chance to sell what you are trying to get across in first person. CONTACT Include your contact details so people can contact you if they want to. Email and telephone number is usually best. ### Note to Editors: Include any background information about the club and a contact that the press can approach if they require further information. Cut here
Your Website - Top Tips Every club should have a website which promotes itself and provides information for potential members. Here are some top tips to ensure your page is as engaging as possible: Easy to find - It must have a clear URL eg www.lincolnshiresport.com Easy to navigate Looks inspiring/promotes your sport Encourages interaction Easy to find contact details Recognisable branding - Always display your logo prominently Informative - always include upcoming events and news Make sure it is kept up to date Use Google Alerts to see what coverage you are receiving in the local media Lincoln Cannons Volleyball Club has a very engaging website with clear navigation. Take a look at other websites to get ideas on how yours should look. Create your free website here - www.wix.com/ Create-Free- Website 9
Open Days Have you thought about having a club open day? Open your club up to the public for a day or a weekend. This can include sessions, fun informal games and non sporting events, music, food or even a quiz. Holding open days is an ideal way to get new membership and new members more engaged. Flyers and Posters Distribute leaflets or flyers to homes within a mile radius of your club. Put posters up in local schools and amenities such as Post Offices, libraries and shops. Put up banners that can be seen by people passing your club that promote free come and try it sessions or membership promotions. Community events Attract new people to visit your club by expanding what you offer; e.g. hold local events such as car boot sales, charity auctions, quiz nights and live music that are open to non-members. Get involved in local shows and fayres. Key Contacts Rachel Belcher NGB Officer, Lincolnshire Sport e: rachel.belcher@lincolnshiresport.com t: 01522 585 580 Need support or advice? Lynsey Norris Sport Manager, Lincolnshire Sport e: lynsey.norris@lincolnshiresport.com t: 01522 585 580 10
Lincolnshire Sport Unit 9, Allenby Business Village Crofton Road Lincoln LN3 4NL t: 01522 585 580 w: www.lincolnshiresport.com