rotterdam sportregie · 2018. 9. 24. · rozenburg 12,388 44 296 hoek van holland 10,110 39 198...
TRANSCRIPT
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ROTTERDAM &
SPORTREGIEStockholm 14.09.2018
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Let’s introduce ourselves
● Anouk Bloembergen – Product specialist
● David Woutersen – Sports coordinator Kralingen - Crooswijk
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RotterdamPolicy
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• 2nd city in NL• 634.264 inhabitants• 10 districts & 4 villages• 170 nationalities
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Sport moves Rotterdam!Policy
In 2030 Rotterdam will be more vital and attractive.
Citizens of Rotterdam will have plenty of opportunities to have fun, and to do sports and exercise in their own way.
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Four ambitions for 2020Policy
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1. Improving sports facilities
2. An increasing number of Rotterdammershave fun doing sport and exercise
3. Sports as a means in health, education and welfare.
4. More (economical) result from events
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Increase of sportsparticipationPolicy
• Rotterdammers play sports and move at all ages
• Sports club better equipped for the future
• Children and adolescents continue to exercise
• Possibilities for citizens with disabilities
• Innovation
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Sportbedrijf Rotterdam The Rotterdam sports
company
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Sportbedrijf Rotterdam
• Since 1 january 2018 • Formerly local government
• Maintain and exploit gyms, swimming pools and sports fields
• Programs for citizens of Rotterdam
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The organization
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We are 500 metres fromevery Rotterdammerwith our 350 locations
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gymzalen10 zwembaden189 sportvelden
Ourplayground
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SportregieMethod
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Sportregie
• More influence on sports participation• Less than 1% market value
• Demand-oriented
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Why?
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SportregieSports coordinator
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SportregieKey words
• Social marketing research
• Stages of life
• In collaboration with all sports organizations
• Sport clubs, commercial sports, physio’s, welfare
• Oversight of all existing sport and physical activities
• Network
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Toolkit
1. Social marketing research2. Demographics of the neighborhood3. Activities in the neighborhood4. Network 5. Budget
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Social marketingThe principle
Social marketing is a process that applies marketing principles and techniques to create, communicate anddeliver value in order to influence target audiencebehaviors that benefit society (e.g. public health)1.
1. Lee, N.R. & Kotler,P (2011).Social marketing. Influencing behaviors for Good. Fourth Edition. Sage Publications.
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Social marketingThe steps1. Scoping
2. Research; in-depth interviews, focus groups, observations
3. Analysis; create a persona
4. Strategy phase
5. Pretest
6. Evaluation and adaptation
7. Start intervention
8. Evaluation
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Stages of life
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Exercise identities
• All people have different reasons to participatie in physical activities and sports
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Exercise identities
1
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What appeals the most to you?
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Exercise identities
1. Challenge-oriented exercise identity
i. Progress, discipline and results
2. Socially-oriented exercise identity
i. Friends, atmosphere, quality time and fun
3. Experience-oriented exercise identity
i. Outdoors, variety, relaxation, being active is incidental
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13-24 year
25-44 year
45-65 year
65-75 year
Challenge Socially Experience NA
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Toolkit
1. Social marketing research2. Demographics of the neighbourhood3. Activities in the neighbourhood4. Network 5. Budget
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- Age- Cultural background- Education level- Income
- Sports participation- Overweight / obesity
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Demographics of the neighborhood
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Neighbourhood Inhabitants Number of sportsorganizations
Activities
Prins Alexander 94,121 119 1,479
Delfshaven 75,124 81 643
Feijenoord 73,080 107 823
Charlois 65,309 96 653
IJsselmonde 58,938 74 568
Kralingen-Crooswijk 52,075 140 1,275
Noord 51,316 84 1,117
Hillegersberg-Schiebroek 43,444 127 789
Hoogvliet 34,187 71 492
Centrum 32,125 95 1,359
Overschie 16,770 43 338
Rozenburg 12,388 44 296
Hoek van Holland 10,110 39 198
Pernis 4,794 13 88
Totaal 623,967 1,133 10,118
Activities
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Toolkit
1. Social marketing research2. Demographics of the neighborhood3. Activities in the neighborhood4. Network 5. Budget
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Results so farSince july 2016
• 1.052 introductory meetings with sport organizations
• 173 new activities
• 735 connections between organizations
• Uncountable number of advice on improvingactivities
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SportregiePut into practice
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Let’s use the tools!
SocialMarketing
Sportscoordinator
Intermediair
Citizens of Rotterdam
Sportsorganizations
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Let’s use the tools!
• Demographics of the neighbourhood• Activities in the neighbourhood• Social marketing research• Network • Budget
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Demographics of the neighbourhood
• Data collected by productspecialists• Hand out summaries • Sports coordinators have detailed information
• What stands out? • Age | income | cultural background• Write it down on top half of your sheet
10 mins
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What stands out?• Big student community – mainly foreign students (Uni
closeby)
• A lot of employed people | Social Economical Status
• Affordable income higher than R’dam, but below arealaverage
• Low amount of adolescents & pensioners part of a sportsclubs
• Big Turkish & Maroccan communities – specific areas withinthe neighbourhood
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Activities in the neighbourhood
• Data collected by sport coordinators• Daily process
• Which stages of life have a lot of activities?• Which stages of life have a variety in sports?• Write it down on the bottom half of the sheet
5 mins
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What stands out?
• A lot of activities for primary school children• A lot of challenge orientated activities for
adolescents• Student activities are overly represented• Two types of activities for Pensioners• Relatively a lot of activities for the Unemployed
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Social Marketing - Priority groups
• Based on previous steps you have a pretty complete image of the area.
• Which stage of life would you consider as a priority groups and why?
5 mins
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Choose a priority group
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Socialmarketing
Demographics
Activities
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Which priority group & why?
• Toddler• Not a lot of activities & only one sport
• Adolescent• Mainly challenge orientated & low number active at clubs
• The pensioner • Swimming and fitness orientated – lack of variety in sport identities
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Setting up an activity
Proposition
Positioning
Product
Price
PlacePromotion
People
Partners
Process
Persona
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Social Marketing - Persona
• Choose one of the three priority groups
• The persona gives a view of the daily life of thetargeted priority group
• Take the analyses of the neighbourhood & sportsactivities into account
• Create the Persona on a new sheet
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Social Marketing - Persona• What does the daily life of this person looks like?
Example: work, travel, family
• What are motivations of this person? Example: status, green environment, family
• What are barriers of this person? Example: money, injuries, lack of travel opportunities
• What is his or her competitive behaviour? Example: workaholic, spending time with children
• Who are the significant others who can influence their behavior? Example: parents, church, friends,
• Where and how does this person communicate? Example: face to face, in bars
• What exercise identity does the Persona have? 15 mins
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Set up a fictional activity
Based on the Persona – what activity would suitthem best?
Look at:• Product • Price• Place• Personnel
15 mins
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Promoting your activity
Proposition
Positioning
Product
Price
PlacePromotion
People
Partners
Process
Persona
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Promoting your activity
1. Message
What do you want them to do, know & believe?
2. Messenger strategy
Who will deliver the message for you?
Example – we use sports companies / physio’s etc.
3. Creative strategy
Look & feel, language, logo’s etc
4. Channels
Where will the messages be delivered?
SocialMarketing
Sportscoordinator
Intermediair
Citizens of Rotterdam
Sportsorganizations
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Promoting your activity
1. Creative strategy
Look & feel, language, logo’s etc
2. Channels
Where will the messages be delivered?
Proposition
Positioning
Product
Price
PlacePromotion
People
Partners
Process
Persona
5 mins
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Let’s use the tools!
• Demographics of the neighbourhood• Activities in the neighbourhood• Social marketing research• Network • Budget
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THANKS FOR YOURATTENTION