softball nsw - cdn.revolutionise.com.au
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SOFTBALL NSW ABN: 76 489 769 723
P: +61 2 9677 4000 | F: +61 2 9677 4040 | E: [email protected]
Blacktown International Sportspark, Eastern Rd, Rooty Hill, NSW, 2766 | PO BOX 210, Rooty Hill, NSW 2766
nsw.softball.org.au
Contents Introduction of Marketing Strategy ..............................................................................................................................2
Call to Action .......................................................................................................................................................................3
Resources .............................................................................................................................................................................3
Marketing our Products & Programs ........................................................................................................................... 4
Softball Community Blasts/Sharing & Partnership Linking.....................................................................................5
Website, Registration Forms Marketing Preparation ...............................................................................................5
Tools, Social Media Utilisation and Content Boosting .............................................................................................5
Action Plan...........................................................................................................................................................................8
Additional Marketing Actions, Considerations & Opportunities to Recruit new Members ...........................9
Introduction of Marketing Strategy Softball NSW has developed the following marketing strategy and resources to aid the recruitment and
retention of participants for playing, coaching, umpiring, scoring, and volunteering.
Participation within our sport has been in decline annually since the mid 1990’s and to arrest this trend a
coordinated effort is required. Across NSW we have seen participation decline year on year of
approximately 4%.
This plan has applications at three levels within our organisation.
1. Softball NSW whole of Sport Marketing-creating awareness and opportunity for the greater
community to view Softball and its associated offerings for participation. Retention focus or
reengaging lost members of participation opportunities.
2. Association Marketing-creating awareness of programs delivered by the Association and linking
potential participants with Clubs within their scope. 3. Club Marketing-creating awareness and opportunity for the local community to join their club and
participate for them in competitions or programs.
Although the focus of each level is slightly different, a coordinated marketing plan is essential to promote
the participation options within the Association and their Clubs.
As our fantastic volunteer workforce are limited by time and resources, we have attempted to remove the
challenge of developing resources and also offer strategies that can be utilised now and into the future.
Softball NSW acknowledges that some Associations and Clubs may have commenced their marketing
strategy for the coming season and welcome any opportunity for these to link where possible
To assist in this process, we have created an action plan, investment strategy and resources across all
levels. This includes social media posting/boosting, localised media advertorials, membership blasts,
competitions and much more.
We absolutely understand that not all Associations and Clubs will have the resources to invest in all aspects
either financially or via resources, however we recommend that where possible this is discussed with the
relevant Association of Club Board and Softball NSW Development Officers.
For more information on this strategy and resources please contact Softball NSW;
Chief Executive Officer Media Marketing Content Officer
Daniel Rushworth Shiv Ranjit
E: [email protected] E: [email protected]
All resources are available at: https://www.nsw.softball.org.au/resources/marketing-hub/
Call to Action Essential for any marketing strategy is an appropriate call to action to entice perspective participants to
engage with the participation opportunity, product, or program.
For this campaign, the call to action is ‘Great things can happen when you have a go’. This is linked to the
Softball Australia National promotional strategy as well as the current Olympic movement. Resources such
as the messages below are downloadable from the Softball NSW Website.
Resources With the call to action established, Softball NSW has developed relative resources to aid the community
with the promotion of their organisation, programs, and clubs. These resources include collateral for all
segments within the community inclusive of differing ages of athletes, officials, and programs. Best of all
these will continue to grow over time!
In terms of branding attached to these, we acknowledge that these do not represent all Associations nor all
Clubs due to the vast amount of these. As such we have also included within the plan the relative
messaging which would be included and also link back to the relative Association or Club website.
As mentioned, we have covered all demographics and programs and it is essential to note that non-
traditional participants are not always aware of the brand and their colour scheme of all relative entities,
and this should not be the only focus.
Where possible, Softball NSW will assist Associations and Clubs in developing other resources for
programs or products not covered.
N.B The current resources available will be built upon and available to the community throughout the
campaign.
Association Media Resources
• View Association Resources here
Club Media Resources
• View Club Resources here.
All resources are available at: https://www.nsw.softball.org.au/resources/marketing-hub/
Marketing our Products & Programs In attempting to introduce new participants to our sport, we need to ensure that there is an appropriate
starting point for non-traditional participants to enter. To assist here we have broken these down into
Association products and Club products to be implemented where possible. These are commonly come
and try like programs where the focus is removing the barriers to participation, which can sometime
include a commitment for a full competition or team.
Whilst many of our Associations and Clubs offer competition as the entry point for participants, this needs
to be varied to ensure that anyone can sample our sport prior to a full season commitment. As this occurs
in the junior space often throughout the Associations, we do need this to also include Adults.
With the current insurance premium held by Softball Australia through V-Insurance, it offers the
opportunity of coverage for those temporary or trialling members as the following introductory programs.
More information can be found here: Softball Australia Summary of Cover V-Insurance
Association Products
• Mothers & Friends Program-this is a free program provided through Softball NSW and NSW
Office of Sport. The learn to play program targets non-recent participants (particularly Softball
Mothers and their Friends) to engage in a non-competitive environment. The program (up to 8
weeks) provides all equipment required for delivery inclusive of all participants receiving a cap and
shirt. The Free Program is limited to 20 participants per Association.
For more information on this program, please liaise with our Development Officers Donna McGrath
via [email protected] or Mohi Rameka via [email protected].
• Come & Try Days-Juniors-this is a free program to teach junior participants on playing Teeball,
Modball and Softball. To download lesson plans for the program, CLICK HERE.
For more information on this please liaise with our Development Officers Donna McGrath via
[email protected] or Mohi Rameka via [email protected].
Club Products
• NEW-Getting Back in the Groove-This new Adult Come and Try activity is like the junior activity
but with an adult focus and social engagement opportunity. As life sometimes gets in the way of
sport participation as we grow older, sometimes taking the first step back into any physical activity
can be the most challenging. To remove the barrier of joining for the whole season we have
developed this sampler program.
To download lesson plans for the program, CLICK HERE.
For more information on this please liaise with our Development Officers Donna McGrath via
[email protected] or Mohi Rameka via [email protected].
Softball Community Blasts/Sharing & Partnership Linking As community-based sporting organisations, we can and do have the opportunity to utilise our
membership and partners to aid our cause in promoting our Clubs, programs or Associations to a wider
audience.
• Community Blasts/Sharing: Within the existing membership of your club or Association, you
can ask them to assist with the amplifying your campaign through their own social media channels.
This can be via a competition on social media for most engagements etc. As an example, a simple
message could be “Join me this season playing Softball with the Rooty Hill Ferrets Softball Club-
buckets of fun with great people!”
• Partnership Linking: As many of our Clubs and Associations have relative partnerships through
businesses or other organisations, it is highly recommended that these are used to help promote
the opening of registrations for the relative programs/teams or club. This can be done through
their social media platforms, relative newsletters, shopfronts etc.
Website, Registration Forms Marketing Preparation In preparation of undertaking the marketing plan it is essential that both the Club and Association have
their information appropriately available on their website as this will be the key link between the
organisation and a prospective new member. This should include what participation opportunities inclusive
of cost, length and any commitments that are required. It also should include information, details and
registration processes for any introductory programs too.
Tools, Social Media Utilisation and Content Boosting Through this marketing strategy there are a number of tools and resources that are recommended for all
Associations & Clubs (not mandatory but rather helpful).
Tools
To build this campaign, Softball NSW utilised a number of different resources; some of these have free
options which we highly recommend for use.
NAME PURPOSE Link
Canva Social media post design https://www.canva.com
GoPro Quik (mobile app) Social media video editing Download via Store on phone/device
Jotform Online forms https://www.jotform.com/
Google Forms Online forms https://www.google.com.au/forms/about/
Note - If your Association or Club currently use Canva, we have the opportunity to share resources with
you directly and this may assist in any editing may wish to undertake. These resources are downloadable
directly from our website.
All resources are available at: https://www.nsw.softball.org.au/resources/marketing-hub/
Boosted Social Media Posting-Recommendations
Type Purpose Platforms Frequency Recommended
Budget
Boosted
post
Drive
registration/signups
Facebook news feed
Weekly once $25 per ad
ad
Increase reach &
awareness of
association
Facebook news feed (mobile &
web)
Instagram stories
Instant articles
Audience network
Monthly once $50 per ad
Facebook Boost -Step by Step Guide
What you need to do What you see
Step 1 Tap the button underneath each of your
posts that says, "Boost Post". Alternatively,
you can also explore the Insights tab and
see a rundown of every one of your posts.
There you will see that each of the posts
have a Boost Post button alongside them
that you can use to boost those posts
Step 2 Select 'Sign Up' from the drop-down
options (as seen in screenshot on the
right) and paste the website where you
want your users to head to.
Step 3 Selected age range and location of your
audience that you want to target by
tapping on the 'pen' icon in the 'Audience
Details' section. While proceeding to do
so, ignore the 'Detailed Targeting' section
that you will notice below the 'Locations'
section. Once you are done setting Age
and Locations, tap on Save Audience at the
bottom.
Step 4 Select Duration of the ad (preferably a
week per ad); Set Budget to $25
Step 5 Add Payment method and tap on Boost
Post Now at the bottom right.
Step 6 Voila!
For more information on this please contact.
Media Marketing Content Officer Shiv Ranjit E: [email protected]
Action Plan The action plan brings all of our marketing efforts together. It will guide what actions will need to take
place, who will be responsible for completing the tasks and what resources will be required. This is the
working document for each Association and Club to guide its future marketing efforts.
The action plan includes drafted messaging, recommendation of imagery and covers the following aspects
in relation to each level of organisation.
The nation provides Associations and Clubs with a timeline of promotion and actions to promote
themselves and the sport to the wider community.
It is essential to note that this Action Plan is flexible and can be adjusted as needed to suit the needs and
abilities of each organisation.
Action Plan-Club Level
The plan focuses on key messaging and resources to link potential members into their programs or link to
the clubs within their responsibility. Messages and resources such as social media tiles and posters/flyers
include;
• Registrations Open (Socials & Web)
• New Player Welcome Day-Learn to Play Program (Getting back in the Groove)
• Local Primary Schools Advertising Schedule
• Social Media Paid Boost for Registrations Open (IG & FB)
• Club Partners Link & Cross Promotion for Business & Participation
Action Plan-Association Level
The plan focuses on key messaging and resources to link potential members into their programs or into
club itself. Messages and resources such as social media tiles and posters/flyers include;
• Regular Product/Program Registrations Open (Socials & Web)
• Umpire Recruitment Adverts
• Association Partners Link & Cross Promotion for Business & Participation
• Mothers & Friends Program Registrations Open Advert
• Slowpitch, Inclusion , Social 7's or Alternate Product Advert
• Local Primary Schools Advertising Schedule
• Social Media Paid Boost for Registrations Open
• Open Registrations for Come and Try Day-Juniors
• Local Media Advertorial-Olympics, Competitions, Programs & Families
Please view the SNSW Marketing Strategy Action Plan Here
For more information on this please contact.
Media Marketing Content Officer Shiv Ranjit E: [email protected]
Additional Marketing Actions, Considerations &
Opportunities to Recruit new Members
100 Ways to Recruit New Members
(Article originally appeared in November 2004 issue of Membership Matters, written by Chris Offer)
Clubs are always looking for ways to grow and recruit new members, There are many things club members
can do in order to attract new members. Here, you will find a hundred viable approaches that one could
use in order to recruit more members.
1. Ask someone
2. Bring a guest to meetings
3. Advertise in newspapers & cable TV
4. Have a clear club goal & a strategic plan
5. Letters or personal contact with local businesses
6. Contact with Chamber of Commerce
7. Place customized bookmarks in library books
8. Have public meetings at malls, outdoors, etc
9. Have a booth at malls, fairs, festivals etc.
10. Place pamphlets in doctors’ offices, hospitals, cafeterias, libraries, etc.
11. Host an Open House
12. Hold a club assembly only on membership
13. If you have a Rotary Club, ask Rotary Foundation alumni to join
14. Give the membership chair one minute at every club meeting
15. Make the membership chair a club director
16. Put together guest information packets
17. Service projects that serve a need in the community
18. Invite family members to join
19. Send letters to people in the news with an invitation to visit the club
20. Print club business cards with club meeting location and time
21. Distribute extra copies of magazines that relate to your club in waiting rooms, etc (i.e.: Rotarian)
22. Hold high-profile meetings
23. Hold wine and cheese receptions for prospective members
24. Ask for help from RIMC/RIMZC
25. Have a special guest day
26. Send club members to district membership seminar
27. Make prospective members feel important
28. Honour outstanding community members with awards
29. Do not take age into consideration
30. Make some meetings social events
31. Build a club web site
32. Use group email to promote your club
33. Put posters in public areas
34. Ask corporations and employers to sponsor or subsidize membership
35. Have a reward program for those who bring in new members
36. Create more fun
37. Give a money back guarantee—if after 3 months a new member does not want to be a club
member, return their fees
38. Invite the media to cover well known speakers
39. Use word of mouth
40. Network with co-workers, friends, and family
41. Follow up with guests
42. Place a coloured dot on the watch of every member to remind them to bring a guest
43. Lead by example—how many members have you recruited?
44. Have members give talks at other organizations
45. Provide guests with free meals
46. Update your clubs classification survey
47. Look for members in ethnic groups not represented in your club
48. Provide brochures for new employee packets in members companies
49. Advertise at sports events
50. Ask the district for help
51. Hold joint meetings with other groups
52. Share your club experience with others
53. Participate in community events
54. Write letters to the newspaper about the campaigns your club is working on
55. If a prospect cannot attend your meeting due to time, suggest another club
56. Publicize club successes, elections, events, in local newspapers
57. Circulate the club newsletter widely
58. Design a club brochure
59. Hold recruiting events with two or more clubs
60. Form/join a speakers’ bureau
61. Wear your club's pin
62. Mention your club at meetings of other organizations during announcements
63. Send newsletter to guests
64. When asked about your leadership skills & career success, tell them about your club
65. Ask the AG to attend a board meeting to talk about membership
66. Ask every member to submit 3 prospects to the membership chair
67. Make it FUN
68. Give every member a club decal or bumper stickers for their car
69. Give testimonials about your club while guests are at the meeting
70. Repeatedly invite prospective members
71. Practice selling your club at Club meetings—have a one-minute elevator speech ready
72. Conduct a Membership Satisfaction Survey (RI Publication #417)
73. The club president asks three club members as a personal favour to each recruit one new member
74. Bring your boss to a club meeting
75. Make direct contact with women’s business associations
76. Bring your co-workers to a club meeting
77. Bring your subordinates to a club meeting
78. Have new member kits
79. Use books, brochures, videos, and posters from RI
80. Hand out invitation cards for a “Free” lunch (breakfast, dinner)
81. Have members constantly promote and rave about your club
82. Meet at a good location
83. Assign every member to a 5-person recruitment team—each team brings in a new member every
six months
84. Develop a strategic plan membership is a year-round priority and needs to be planned
85. Have incentives for recruitment
86. Have a large poster that lists all the members who have sponsored a new member in the past year
87. Select a missing classification and work on filling it
88. Display a thermometer showing progress towards club goal
89. Feature a member’s “benefit of the month” in the club newsletter
90. Induct new members with piazzas & invite spouse/partner
91. Develop a welcome letter from the president for all new members
92. Contact all members who have resigned in the past 3 years
93. Use billboards at bus stops and roadsides
94. Ask club members to put club ads on their commercial trucks
95. Recognize new members in newsletters
96. Regularly check the RI web site for ideas
97. Subscribe to the Rotary Membership Minute on the RI web site
98. Invite spouses to social functions
99. Ask recipients of Rotary service or donations to speak for Rotary
100.Pass out M & M candy to remind members that “Membership Matters” and that we need “More
Members”