Club Toolkit Supporting local football - #DanskeBankPrem - NIFL
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Club Toolkit Supporting local football #DanskeBankPrem Danske Bank is a trading name of Northern Bank Limited. Registered in Northern Ireland R568. Registered Office: Donegall Square West, Belfast, BT1 6JS. Northern Bank Limited is a member of the Danske Bank Group.
Welcome to the Danske Bank Premiership Club Toolkit As sponsor of the Danske Bank Premiership, we are committed to promoting football in Northern Ireland and to supporting the Danske Bank Premiership Clubs. Recently, we have been working closely with NIFL, and looking into research NIFL has carried out over recent years amongst clubs and fans. From what you have told NIFL, we appreciate that Northern Ireland’s Premiership Clubs would benefit from additional support, advice and resources to help club development, to increase ticket sales and to enhance matchday experience. As one of the leading Banks in Northern Ireland, Danske Bank is uniquely placed to help you. In partnership with NIFL, we have developed this toolkit for your club which provides you with useful information, ideas and resources. In addition, Danske Bank has created a programme of marketing support for the Danske Bank Premiership which includes: • Branded merchandise for you to use on key match days to enhance the supporter experience • Branded items exclusive to your club to increase engagement and social media content • High profile support programme with Cool FM to put your club in the spotlight • Impactful ticket promotion to increase attendance at key games and bring new supporters to your club • A series of workshops to help you build your club’s profile and support We value your feedback and hope that during the course of the 2017/2018 Season you will let us know via NIFL how useful this toolkit has been, and what you would like to see added to it for 2018/2019. Nicola McCleery Head of Marketing - Danske Bank
Your Danske Bank Premiership Club Toolkit Contents Business Resources • Growing Your Club as a Business Checklist • Club Fundraising • Danske Bank Online Tools & Resources • Danske Bank Contacts Marketing Support • Marketing Plan template • Marketing Channels • Digital Marketing Planning Checklist • Danske Bank Merchandise & Support • NI Media Guide Growing Your Fan Base • Engaging with Fans • Attracting & Retaining Fans • Improving Matchday Experience • Developing Community Relations • Volunteers Notes • Keep your own notes and plans here
#DanskeBankPrem
Business
Resources
Notes Danske Bank Support Marketing Business Resources
Danske Bank Business Resources As part of our support for the Danske Bank Premiership, we are giving Clubs access to the services and advice from a Danske Bank Business Adviser and Branch Manager. Your club’s nominated Business Adviser and Branch Manager contact details are included at the end of this section. We have also included contact details for all Danske Bank branches across Northern Ireland. In addition to face to face advice on running your club as a business, you’ll find lots of useful advice and downloadable resources at our online business hub www.danskebizhub.co.uk. In this section, we have also included examples of some of the key business and management tools and checklists that you may find useful, and some examples of best practice in growing your fan base. Growing your Club as a Business Checklist There are many ways of growing your club as a business - for some this involves a structured and planned approach and for others it is a more organic or reactive approach, taking advantage of opportunities. We have prepared for you a checklist to help take your club to the next level - split into various sections depending on your own priorities • Acquire new fans • Sell more to current fans • Develop your product range • Enter new football markets
Acquire new fans Yes No Have we researched our current market and developed an understanding of what else is on offer locally to football fans? Have we looked at what other sports clubs locally and nationally do to acquire new supporters - do we know what best practice looks like? Have we explored the use of social media as a way to improve customer engagement and word of mouth promotion? Have we investigated alternative methods for fans to spend money with the club? E.g. online ticketing, loyalty schemes and so on. Have we adopted direct marketing tactics including direct mail? Have we created exclusive offers and promoted these to potential supporters? Have we investigated and developed a loyalty scheme for fans to encourage them to recommend a friend? Have we considered the benefits of having a website to promote the club and increase sales (eg online club shop) ? Have we generated traffic to the club’s website through SEO (search engine optimisation)? Have we created regular blog content to increase brand exposure, increase site visitors and increase sales? Have we used video to demonstrate and educate fans on our club and our performance? Have we attended networking events through business associations? Have we outlined and developed a targeted marketing plan? and email?
Sell more to existing fans Yes No Have we targeted our existing fans with relevant offers? Have we researched additional products and services that we can sell to existing fans? Have we investigated or developed a club loyalty scheme - perhaps linked to club shop or club facilities? Have we created a fan database to target offers and to allow a Customer Relationship Management (CRM) system? Have we given staff /volunteers additional training on how to increase sales? Have we offered incentives to staff/volunteers to encourage sales? Have we built a fan base through social media? Have we identified cross-selling opportunities? Have we reviewed the club business plan? Have we used video to demonstrate and educate supporters on our club and what we offer? Have we captured and reviewed feedback and comments from current fans to understand their needs and possible improvements? Have we explored the use of online ticketing? Develop our product range Yes No Have we completed market research to understand the needs of fans? Do we collect and review supporter feedback to help identify opportunities? Have we identified an opportunity or supporter need which our club can fulfil? Are there any additional products or services available which our club can offer to complement what we already have available? Are we able to adjust the features of our current product or service to offer a value and premium range?
Enter new football markets Yes No Have we considered developing a youth focus? Have we considered developing a family focus? Have we researched a market for women’s football? Is there an opportunity for our club within disability sport? Have we researched and identified any potential partners in one of these new markets? Have we used e-commerce functionality to sell club products online? Have we researched support available to help develop into a new area? Help and support from Danske Bank Yes No Have we reviewed our current banking with a Danske Bank Business Adviser? Would a business loan help fund business development & growth? Have we explored banking solutions to improve our cash flow, including direct debits and accepting card payments? Have we set up online banking to accept online payments?
Club Fundraising For many fundraising is a vital function to ensure sustainability of their club. Fundraising can range from traditional games that may be ongoing throughout the season or large scale campaigns to assist significant capital developments. The form of fundraising your clubs opts to use is solely a decision for your club and you should research the pro’s and con’s for each. There is a range of support out there for your club including NIFL through their Club Development programme, the Irish FA and your local authority so don’t feel you are own your own. A list of potential funders can be found on the Club Development section of www.nifootballleague.com/clubdevelopment or contact smills@nifootballleague.com Tel: 028 95607150.
Danske Bank Online Tools & Resources Danske Bank offer a free online resource offering practical help for doing business more effectively and efficiently. Go to www.danskebizhub.co.uk for advice, business tools and resources, and various downloadable templates including business plans, cash flow statements and business checklists.
Danske Bank Club Contacts
All our Danske Bank Branches have a dedicated Business Adviser available to deliver meaningful
and engaging advice for your club.
Club ID: GENERIC Your Local Branch is: TBC
Your Business Adviser is: TBC
Email: TBC Tel: TBC
Your Branch Manager is: TBC
Email: TBC Tel: TBC
Other Danske Bank Branch locations are:
ABBEYCENTRE BALLYCASTLE BALLYMONEY BLOOMFIELD
Abbeycentre, 24-26 Ann Street 6 High Street The Bloomfield
Longwood Road BALLYCASTLE BALLYMONEY Centre,
NEWTOWNABBEY Co. Antrim Co. Antrim South Circular Road
Co. Antrim BT54 6AD BT53 6AD BANGOR
BT37 9UH Co. Down
BT19 7HB
ALTNAGELVIN BALLYCLARE BALLYNAHINCH CARRICKFERGUS
27 Glenshane Road 18 The Square 29 High Street 21-23 High Street
LONDONDERRY BALLYCLARE BALLYNAHINCH CARRICKFERGUS
Co. Derry/ Co. Antrim Co. Down Co. Antrim
Londonderry BT39 9BB BT24 8AD BT38 7AL
BT47 2LN
ANTRIM BALLYGAWLEY BANBRIDGE COLERAINE
42 High Street 35 Main Street 37-39 Bridge Street 22 The Diamond
ANTRIM BALLYGAWLEY BANBRIDGE COLERAINE
Co. Antrim Co. Tyrone Co. Down Co. Derry/
BT41 4AP BT70 2HD BT32 3JL Londonderry
BT52 1DA
ARMAGH BALLYMENA BANGOR COMBER
78 Scotch Street 1-2 Broadway 77 Main Street 1 Killinchy Street
ARMAGH BALLYMENA BANGOR COMBER
Co. Armagh Co. Antrim Co. Down Co. Down
BT61 7DJ BT43 6EA BT20 5AP BT23 5APCOOKSTOWN HILLSBOROUGH LIMAVADY NEWTOWNARDS
38 James Street 20 Ballynahinch 46 Catherine Street 35 High Street
COOKSTOWN Street LIMAVADY NEWTOWNARDS
Co. Tyrone HILLSBOROUGH Co. Derry/ Co. Down
BT80 8LX Co. Down Londonderry BT23 7HS
BT26 6AW BT49 9DB
DONEGALL SQUARE IRVINESTOWN LISBURN OMAGH
WEST Main Street 62-66 Bow Street 5-7 Market Street
Donegall Square IRVINESTOWN LISBURN OMAGH
West Co. Fermanagh Co. Antrim Co. Tyrone
BELFAST BT94 1GJ BT28 1YS BT78 1BN
Co. Antrim
BT1 6JS
DOWNPATRICK KENNEDY CENTRE LISBURN ROAD PORTADOWN
49-51 Market Street The Kennedy Centre, Benmore House, 45-48 High Street
DOWNPATRICK 564-568 Falls Road 353 Lisburn Road PORTADOWN
Co. Down BELFAST BELFAST Co. Armagh
BT30 6LX Co. Antrim Co. Antrim BT62 1LB
BT11 9AE BT9 7EP
DUNGANNON KILKEEL LURGAN SAINTFIELD
5-6 Market Square 42 Greencastle 39 Market Street 32 Main Street
DUNGANNON Street LURGAN SAINTFIELD
Co. Tyrone KILKEEL Co. Armagh Co. Down
BT70 1AB Co. Down BT66 6AB BT24 7AB
BT34 4BH
ENNISKILLEN KILREA MAGHERAFELT SHIPQUAY PLACE
24 Townhall Street Main Street 14 Broad Street 6 Shipquay Place
ENNISKILLEN KILREA MAGHERAFELT LONDONDERRY
Co. Fermanagh Co. Derry/ Co. Derry/ Co. Derry/
BT74 7BB Londonderry Londonderry Londonderry
BT51 5QS BT45 6EF BT48 6DF
FIVEMILETOWN KNOCK MALLUSK STRABANE
99-101 Main Street 520 Upper 39 Mallusk Road 66 Main Street
FIVEMILETOWN Newtownards Road NEWTOWNABBEY STRABANE
Co. Tyrone BELFAST Co. Antrim Co. Tyrone
BT75 0PH Co. Down BT36 4PP BT82 8AX
BT4 3HD
FORESTSIDE LARNE NEWRY UNIVERSITY ROAD
Forestside Shopping 19 Main Street 58 Hill Street 49-51 University
Centre, Upper Galwally LARNE NEWRY Road
BELFAST Co. Antrim Co. Down BELFAST
Co. Down BT40 1JX BT34 1AR Co. Antrim
BT8 4FX BT7 1ND
To contact any Danske Bank branch today telephone: 0345 6002 882*
*We may record or monitor calls to confirm details of our conversations, for your protection, to
train our staff and to maintain the quality of our service. Call charges may vary. Please refer to
your phone company for more details. Lines are open between 8am and 8pm Monday to Friday and
between 9am and 4.30pm on Saturdays, except for bank holidays or other holidays in Northern
Ireland when the bank is not open for business.
Danske Bank, Donegall Square West, Belfast, BT1 6JS. Danske Bank is a trading name of Northern Bank Limited. Registered in Northern Ireland R568.
Registered Office: Donegall Square West, Belfast BT1 6JS. Northern Bank Limited is part of the Danske Bank Group. www.danskebank.co.uk#DanskeBankPrem
Support
Marketing
Notes Danske Bank Support Marketing Support Business ResourcesDanske Bank Marketing Resources Marketing is key to building and growing awareness of your club and to increasing ticket sales and overall revenue. You will know best what support your club needs in terms of marketing, but in this section, we have provided a few useful resources and guides that we hope will be of help. • Marketing Plan template Even if you already have a Marketing Plan, this template is a useful checklist • Marketing Channels In this section, you’ll find some useful tips and advice for how to use PR, advertising and face to face marketing as well as your local connections to build awareness and revenues • Digital Marketing Planning Checklist Your club already has digital and social channels, but are you using them to maximum effect? This checklist will help you improve the results you get from your digital marketing • Danske Bank Merchandise and Support An overview of some of the ways in which Danske Bank are helping you to market your club and the Danske Bank Premiership this season • Northern Ireland Media Guide Whether you are looking to advertise or to issue a press release, this handy guide to most of Northern Ireland’s print, broadcast and out of home media will be a useful starting point
Marketing Plan Template A good Marketing Plan is essential for any business. We recommend you work through these 6 sections which have been specially drafted with marketing for football clubs in mind. 1. Executive Summary (Do This Last) Your Executive Summary should highlight the most important parts. Think of this as an overview of your marketing plan. We suggest that you complete your Executive Summary last because as you go through the process of writing your plan your ideas will be refined and you may even develop new strategies. We recommend that you include the following in your Executive Summary: • A brief description of your club • Define your target market • Identify your competitive advantage Every business must tailor its offering so that your targeted fans believe that it is superior to what is offered by your competition - this is known as your competitive advantage. Competitive advantage can come from any element of your marketing mix. Some examples include: • Better facilities for fans • Better matchday experience • More professional communications - better designed print, e-shots, programmes • More efficient gate and seating procedures • Better advertising • Better engagement with your supporters • Quality merchandise • Stronger community communications • Better business links and sponsorships Obtaining a competitive advantage comes down to understanding what your fans value, delivering it and doing it better than your competitor. Positioning statement: Positioning is the way your club is defined by fans. For example a consumer would describe a Rolex as a prestigious, supreme quality watch. This perception by the consumer is due to a strategy developed by Rolex to position itself in the prestige segment of the watch market with a competitive advantage based on high quality, precision mechanics and exclusivity.
After you have worked on the rest of your marketing strategy you will know
where your club is positioned in your market and how you are different
to both the other clubs and perhaps to other live sporting events in your
catchment area.
Anticipated sales, profits and market share:
Review your financial planning documents, which you should have
completed as part of your business plan and include your anticipated sales,
profit and market share.
Make sure to think about all the sources of income - tickets, season tickets,
programmes, merchandise & kit, events, sponsorship and so on.
2. Market and Situation Analysis (SWOT)
A SWOT Analysis is a useful technique for understanding your
S Strengths
W Weaknesses
O Opportunities
T Threats
Economic environment
What affects your supporters’ purchasing power and spending patterns?
What is the economic environment that you are operating in? Is it a growth,
recovery or recession market? What is consumer confidence like?
Social environment
What are the social and demographic trends? Is the population ageing?
Are there changes to the population around your club - for example do
some of your supporters now have to travel from further away? Are there
new housing developments in your area with residents who may not yet be
aware of the club? Are family structures changing?
Technical environment
The technological environment changes rapidly. You need to make sure that
you are aware of trends in your industry and any other industries which
could affect your business. New technologies can create new markets, can
disrupt existing markets and can influence your supporters. This includes
online engagement and content and social media, and the increase in use of
smartphones.
Local football environment
What are the trends in local football? Where else are fans going to
access live football and to engage with football news. Where are your fans
socialising before and after games?
Competitive environment
What are your competitors doing? Remember, you are competing with a
wide range of different sorts of experience for your supporters time and
money - retail outlets, other live sports, televised sports and so on. What is
your advantage over your competitors?SWOT Analysis - including some examples
Strengths Weaknesses
• New stand - enhances • Not enough staff
fan experience on matchdays
• Club location central • Older fan base
with good parking
• Poor season ticket
• Strong attendance uptake
levels
SWOT
Opportunities Threats
• New housing • Expansion of
estates within 5 miles local retail park
• Develop merchandise • Bus lane outside club
sales online restricting parking
• Increase season
ticket sales
• Enhance matchday
experience
3. Market Segmentation and
Customer Analysis
Market segmentation
When you look at your market you’ll find that your fans fall into different
groups or ‘segments’.
For example, if you were selling computers your market could be segmented
by how consumers use it e.g. in the office desktops, on-the-go laptops,
students (lower cost laptops) and general use. Each of these segments will
have different requirements and may vary in price they are willing to pay.
By understanding the needs of your customer segments you can tailor your
marketing mix to deliver what your fans value. Each segment will offer
growth and profit opportunities so the trick is to deliver the best offer to the
best segment.Target market/segment characteristics You can profile your target market/segments using four main categories: Geographic: e.g. location, population size - identify those who can easily get to your club within various geographical segments such as those within: 10 minute walk time / 20 minute drive time / Direct bus or train routes Identify local businesses and workplaces including hospitals, hotels, pubs, etc. Identify local schools and colleges Demographic: e.g. age, gender, family size, family life cycle or income We know from NIFL research that 42% of regular match-attenders are aged 25-44. But 18-24s represent just under 14% of supporters, as do under 18s. Is there something you can do to appeal directly to under 24s? If you have plenty of older fans, can you inspire them to share their support of your club with their children or grandchildren? Psychographic: e.g. social class, lifestyle, motivation or personality Of course you’re targeting football fans, but you also want to target those who are interested in keeping fit, who enjoy socialising with their friends, families looking for something to do together and football fans who have never been to a live local game. Behavioural: e.g. product benefits, frequency of use or brand loyalty Those who usually buy a ticket on the day could be targeted with a season ticket proposition that will save them money. Those who have season tickets could be targeted to introduce a friend or relation to the club. And there may be other groups who can be targeted to support your club for other reasons - eg fundraising events, children’s training camps, adult training camps, children’s Birthday parties, Family Fun Days, etc.
Market research findings Provide an overview of your market research findings. This could include: • Who attends your club regularly? • Why they attend and what they think is good about it? • Among people in the catchment area who don’t attend, what is the main reason they don’t attend? • What would make them more likely to attend a game? • What do other clubs do better than you? • What do local businesses know about your club? • Would local businesses and workplaces encourage their employees to attend a game for a staff night out? Utilise available market research reports for this section of your report. NIFL has already carried out extensive research which is available to your club. Contact NIFL for details. 4. Objectives and Goals ‘Where the club needs to be’ Mission Statement: This is a statement of your club’s purpose, what you want to achieve. Your mission statement should be market orientated. For example Thomson Holiday’s mission statement is ‘To make holidays special’ while Virgin Atlantic’s mission statement is ‘To embrace the human spirit and let it fly’. Objectives for volumes, sales, market shares, gross margins, net profit, return on investment: Your mission is then broken down into achievable objectives. Achieving each objective should take you a step closer to achieving your mission. Working on the above examples, an objective of Thomson Holidays could be ‘to be the most popular UK based travel operator’. An example of Virgin Atlantic’s Objective is: ‘to fly a profitable airline that people love to fly and where people love to work.’ Convert objectives to goals by defining targets and dates: Your goals outline how you are going to achieve your objectives. They should be easy to measure and evaluate. In our examples above a goal of Thomson’s could be to: ‘increase market share of bookings of international tourism visitors by 10% in the next 2 years’ or for Virgin ‘to improve customer service rating levels to above 94% in the next 12 months’.
5. Strategies and Tactics “How to get there”
Promotional
7Ps
Pricing
People
Product
Process
Place Strategy
Priorities
Pricing strategy
• Ticket pricing/ Season ticket pricing
• What revenue you need to break even - understanding attendances
• What other revenue-generating products or services you have
eg. club shop, bar, etc.
Product strategy
• How can you add value to your tickets/season tickets
• Have you the right merchandise/kit available
• Can you provide more products or services for the wider community
Place strategy
• Who and where will you target your efforts
• What distribution channels and methods you will use
• The geographic area your product/service will be available in
Promotional strategy
Ensure your target market finds out about what you are offering:
• Advertising (online and offline)
• Selling (eg on matchday or online)
• Sales promotion
• Public relations
• Digital and social mediaPeople strategy
Think about the people who will be selling your product or service and are
involved in its delivery. Your people strategy is not just about your internal
staff and volunteers it should also cover associates and strategic partners
such as local workplaces, local schools, sponsors and so on.
Process strategy
Your process strategy covers the planning, development, implementation,
documentation and review of the systems that help you achieve the other
aspects of your marketing strategy.
Priorities, responsibilities and timeframes (what/who/ when)
Assign responsibilities to yourself, volunteers and staff members.
Make sure you set timelines so that everyone knows when action points
need to be achieved.
6. Resources and Evaluation
You should detail the resources your club will need, when you are likely to
need them, the cost and how you will fund them.
Resource When How Funded Cost
£
£
£
£
£
£
£
£
Contingency plans and risk management
You should consider the possible risks to your business and make
contingency plans to address them. You will have noted some possible
risks under the ‘weaknesses’ and ‘threats’ sections of your SWOT analysis.
Try to identify all of your risks and work out what you can do to either
reduce them or work around them if they occur.
Evaluation
It’s important that you review your marketing strategy at least once a year
to ensure that your strategy remains representative of your business and
the market it is operating in.Marketing Channels The key marketing and communication channels open to you to promote your club include: Paid for Advertising: • Press - advertising in newspapers and magazines • Broadcast media - advertising on air, radio or TV • Outdoor advertising - 6 sheet poster sites, 48 sheet billboards, bus advertising, phone kiosk advertising, etc. A directory of most of the paid for media across Northern Ireland is included in this section. PR and press promotions If you have a story or photograph or feature that is newsworthy, you may be able to contact your local newspaper or radio station and ask them to cover it at no cost. This will be based on an editorial decision that the story or photograph is newsworthy. They may also be willing to send a photographer out to your club or event which will increase the likelihood of them featuring a photo in press. Over and above match and result coverage, stories that you might want to think about include: • Club News - new investments/new players/new facilities/record attendances and ‘good news’ stories • Community activity - fund-raising events and other community projects undertaken by the club or its members • Events - family fun days/quiz nights/special appearances • Quirky or personal stories - superfans, famous fans, characters who make it happen - groundsmen/volunteers etc Your local newspaper may also be interested in running a regular feature beyond the sports pages - eg your coaches’ top training tips for those trying to get a bit fitter - in return for which they will give you branding and feature in paper. They may also be interested in ‘behind the scenes’ profiles of each of the key players and club managers - which is a great way to engage with a wider audience, beyond the sports desk. Your local paper may also run competitions for you for free - for example if you offer them tickets to a key game. Try to add something to the prize that is more than just a ticket - for example exclusive access to key players/ post-match hospitality/ framed photograph with the team/ signed jersey etc.
Online and Digital Your target market are active online. Whether they are looking at their usual results sites, checking fixtures, or catching up on sports news, they already have a wide range of online and digital channels available to them. In addition to your own online and digital platforms (your club website, Facebook page and Twitter), think about whether some low cost but well targeted digital ads or promoted posts might get your message to a wider audience, or to new supporters. Make sure you are listed in local ‘what’s on’ guides and think about getting featured on websites and digital platforms relevant to your target markets. Promotions and Ticket giveaways Getting first time supporters along to a game is key to increasing ticket sales in the long term, even if it means giving away a few free or discounted tickets in the short term. But it’s all about getting the tickets into the right hands, and in the right way, so here are just a few ideas to get you started: • Season Ticket Holders: Let every season ticket holder in your club claim one complimentary ticket to bring a friend or relation along to a game - they need to apply for the ticket, and they need to give you contact details (including email address) for their friend. And then follow up with their friend by email - see what they thought, see if you can persuade them to come along again. • Local Businesses: Let local businesses apply for a bundle of special price tickets for a staff night or day out - eg 20 tickets for £150. Perhaps link with a local pub and put together a ‘Punters pack’ - ticket, programme and pint in the pub afterwards • Local schools, clubs and associations: Focus on appealing to young people in the area and introduce them to the idea of attending matches. To make it easier for them the first time, it is good if they come with their group of mates (ie club/class mates). Again, approach schools and club leaders with ‘youth group’ rates and treat them to something a bit special - ‘VIP’ seating (or standing) area, meet & greet and photos with players afterwards. • Pass it On: use your older supporters to recruit the next generation. Anyone aged over 60 can bring someone aged under 20 for free on a given day (one free admission per person, and limited availability per match). • Birthday Parties: if you have birthday party events in your club, think about including a complimentary ticket for the birthday boy or girl as part of the package. • Family tickets: encourage the whole family to come by offering added value for a family ticket for 2 adults and up to 3 children as a one off.
Activating Sponsorships Sponsors can be a great way to increase both income and awareness. Even if you have already got effective sponsorship agreements in place, see where and how your sponsors can help you increase awareness and match day attendance, or enhance the match day experience. • For example, if your sponsor has a customer database, perhaps they would send a mailer or e-shot to their members detailing upcoming fixtures, ticket prices and how and where to buy tickets. • If they have business premises - eg a shop or restaurant - which has lots of passing traffic, or footfall, perhaps they would put up a poster with your fixtures? • If they have a product or a service that is of interest to your fans, is there something they can do with that product or service to entertain or reward fans on match days? Face to Face Using volunteers, club members or even players, make sure your club can be seen out and about in your area - it’s a great way to tell people about the club and upcoming games. For example you could take space in your local shopping centre and let 2 or 3 of your key players - in full kit - challenge shoppers to a keepy uppy contest. At the same time, your support team could hand out leaflets with fixtures lists and ticket details. The same idea could work in schools and colleges by arrangement, or even in larger workplaces during lunch breaks.
Digital Marketing
Planning Checklist
Use this checklist as a tool to help you create, implement, review and
improve your Club’s Digital Marketing Strategy.
Overview
SOSTAC is a planning framework for businesses creating and implementing
a digital marketing strategy.
Situational S Tactics
Analysis
O
Objectives S Action
T
Strategy A Control
C
Situational Analysis – Where are we now?
• Install Google Analytics on your website if you haven’t done so already.
• Conduct an E Marketplace SWOT analysis;
- What are the current strengths and weaknesses of your
club’s online position?
- What are the opportunities and threats to improve your
club’s online presence?
• Assess your club’s website - is it mobile, tablet and desktop friendly?
Objectives – Where do we want to be?
• Set your digital marketing objectives - these should be aligned
with your overall strategy:
- Increase individual ticket sales
- Increase season ticket sales
- Online sales
- Supporter satisfaction
- Site visit duration
- Engagement with content
- Conversion RateStrategy – How do we get there? Create a strategy and plan what exactly you need to do in order to achieve your online objectives. • Identify your online audience • Segment your audiences & create personas. i.e. - What age are they? - What are their browsing behaviours? - Which social media channels do they use? Tactics – What tools do we need to get there? Detail who you want to target, with what digital marketing tactics, and how exactly you will implement your digital marketing strategy. • Research the E-Marketing mix - SEO, paid search, social networking, blogging. • Identify which social networking channels you will utilise in order to reach your target audience. • Develop a content marketing plan. • Marketing automation – schedule all content to save time. Action – Who does what and when? Plan a digital marketing schedule and delegate responsibilities. • Outline who is responsible for each area of your digital marketing mix. • Create a digital marketing planner and schedule marketing campaigns & timescales. i.e. see the example diagram below. Jan Feb Mar Apr May Jun Jul Aug £ Banner Advertising Affiliate Marketing Email Campaigns Website refresh Sponsorship Market research
• Conduct a skills audit internally - do you have the skill, resource
and ability in-house to implement the planned strategy and tactics?
Control – How do we monitor performance?
• Measure your online marketing objectives.
• Identify the key performance indicators for each tactic and
how they have contributed to the success of each objective.
• Identify and fix underperforming tactics.
• Adjust digital marketing spend where required.
Now for the Implementation of your
Digital Marketing Plan
Overview
RACE is a digital marketing planning framework that will allow marketers
to plan and manage digital marketing activities in a more structured way.
This strategic approach to digital marketing will help align your digital
marketing efforts with the customer journey process, in order to connect
with your customer at the right time with the right message.
R A C E
Reach Act Convert Engage
Reach – Reach your target audience whilst they’re ‘exploring’ football
news, live sports or local events
• Optimise your content for customer search engine queries i.e. SEO.
• Promote content on social networks to drive relevant audiences
to your site.
• Utilise publishers to promote your content and influence your audience.
• Create blog content to draw club fans to your content hub.Act – During the ‘decision making’ process, content needs to be relevant and useful in order to create quality leads. • Optimise your website for lead generation - try to get browsers’ details for future contact • Blog to create a relevant content hub to generate leads i.e. newsletter sign ups. • Interact with supporters on social media. • Two-way communication with your audience on relevant community networks. Convert – During the ‘purchasing process’, you need to capitalise on marketing to ensure that your audience converts online. • Test, optimise and improve your E-commerce process. • Capitalise on the promotion of product and services. • Look at ways to optimise conversion rate. • Utilise marketing automation and remarketing tools to ensure that personalised messaging drives conversion. Engage – Now that you have successfully converted a ‘visitor’ to a ‘supporter’ make them ambassadors of your brand and let them ‘advocate’ your products and services • Happy fans are key to social media engagement. • Engage with supporters on email or newsletters to drive repeat sales and referrals.
Danske Bank Merchandise & Support Support programme with Cool FM Danske Bank wants to help you attract new fans to local football, and new supporters to your club through a co-ordinated support programme with Cool FM. Running throughout the 2017/2018 season, the Danske Bank Premiership Support Programme with Cool FM will consist of a special Club Focus feature, with targeted ticket prize draws and a Danske Day later in the season. Club Focus: 12 bursts of Club Focus activity - one per club Cool FM will visit each club to film, produce and host a special ‘behind the scenes’ and ‘get to know the club’ video. Each club will be given the opportunity to shape the content and approach for each video. The video can include shots of the stadium, a walk-through behind the scenes (changing room, training session) and a chat with players, or manager, superfan or club ambassador. The final video will be about 2 minutes long and will be posted on Cool FM’s Social Media Channels. (they have over 685k Facebook fans and almost 95,000 Twitter Followers) • Each Club Focus feature will be followed up with a chance to win tickets to a specific home match for that club, via a dedicated promotional microsite. • You will be advised in advance of the date your club will be featured on Cool FM, so that you can identify a suitable spokesperson or club representative to talk about the club on the video. • You should also share the video with your fans and supporters and stakeholders via e-shot, website and your club’s social media channels.
Ticket Promotion Cool FM listeners and Danske Bank customers will have the chance to win tickets to selected matches throughout the season. There will be 12 separate draw periods throughout the season via a promotional microsite, each one offering the chance to win tickets to one specific match per club. In advance of the launch of this website, each club will have nominated one home game and will have allocated tickets to be won. Each draw will take place 5-7 days before the relevant match and winners will receive their ticket vouchers in the form of an email which can be presented at the ticket office on the day. Entrants who opt in will be added to NIFL’s database and will receive follow up communication from NIFL. Danske Day Towards the end of the season Danske Bank and Cool FM will join forces to create a Danske Day across all fixtures in one weekend. Cool FM will run pre-promotional trails on air for three days before Danske Day. On air on the Day, a promotion to win tickets will run across all mainline shows from Breakfast 0600-1000 to Hits NI 1900-2200. Each show would have a different match in the next month as their ticket giveaway. The main focus of Danske Day will be to encourage Cool FM listeners to take an interest in the Danske Bank Premiership, to find out about their local club and perhaps go to a game for the first time. As a further incentive clubs are encouraged to offer special discounts such as Kids Go Free, and to lay on additional entertainment and family engagement to make the day more memorable. Superfan Award Every club has fantastic fans. The ones who never miss a match. The ones who go the extra mile to be there come rain, hail or shine. The ones who shout themselves hoarse to support the players. Danske Bank is inviting you to nominate and reward a Superfan in YOUR club to win the Danske Bank Superfan Award and a Season Ticket for the season ahead compliments of Danske Bank. Nominations are not yet open but we will be looking for you to provide the following: • Name of your Superfan • A photograph of your Superfan if you have it • What makes your Superfan special - why have you picked this individual and what makes them stand out. All Superfans will be presented with their Award at an event at the end of the Season. Details to follow.
Matchday Merchandise
Your club will receive the following items
of Danske Bank branded merchandise
to help you enhance match day atmosphere
and experience for regular and new
supporters alike.
For best results, we recommend that you
use these additional items of merchandise
to make Danske Day even bigger.
Make sure to take lots of photographs for
your club’s website and social media and
of use for future club marketing
Club ‘Aunt Sallie’
(1.2m W x 1.8m H)
Clap Banners
x 400
These will really add to the
atmosphere and noise on
Danske Day!
Thunder sticks
x 600
Use these to make the
Danske Day experience more
memorable. They look great
in photos too.
Danske Bank
Premiership frame
3 per club - great to use for
fan photos, be they for their
own selfies, or for your club’s
social mediaDanske Bank Media Guide Regional Newspapers: Belfast Telegraph Advertising Contact: m.chambers@belfasttelegraph.co.uk News desk contact: newseditor@belfasttelegraph.co.uk Sport Desk: btsportsdesk@hotmail.co.uk Contact Telephone: 028 9026 4000 Irish News Advertising Contact: advertising@irishnews.com News desk contact: newsdesk@irishnews.com Sport Desk: t.hawkins@irishnews.com Contact Telephone: 028 9032 2226 Newsletter Advertising Contact: robert.abraham@jpress.co.uk News desk contact: newsdesk@newsletter.co.uk Sport Desk: sport@newsletter.co.uk Contact Telephone: 028 3839 5577 The Daily Mirror Advertising Contact: partnerships@trinitymirror.com News desk contact: mirrornews@mirror.co.uk Sport Desk (online): mirrorfootballstaff@mgn.co.uk Contact Telephone: Call 0207 293 3831 or free phone 0800 282 591. Sunday Life Advertising Contact: m.chambers@belfasttelegraph.co.uk News desk contact: slnews@sundaylife.co.uk Sport Desk: slsportsdesk@hotmail.com Contact Telephone: 028 9026 4300 Local & Regional Newspapers: Andersonstown News Advertising Contact: j.odonnell@belfastmediagroup.com News desk contact: 028 9060 8822 Sport Desk: d.mohan@belfastmediagroup.com Contact Telephone: 028 9061 9000 Antrim Guardian Advertising Contact: advertising@antrimguardian.co.uk News desk contact: editor@antrimguardian.co.uk Contact Telephone: 028 1123 1234 Antrim Times Advertising Contact: scott.abram@jpress.co.uk News desk contact: news@ballymenatimes.com Sports Desk: sport@ballymenatimes.com Contact Telephone: 028 2827 2303
Ballycastle Chronicle Advertising Contact: ballycastle.office@thechronicle.uk.com News desk contact: ballycastle.news@thechronicle.uk.com Sport Desk: sport@thechronicle.uk.com Contact Telephone: 028 2076 1282 Ballymena Times Advertising Contact: scott.abram@jpress.co.uk News desk contact: news@ballymenatimes.com Sports Desk: sport@ballymenatimes.com Contact Telephone: 028 2827 2303 Ballymoney and Moyle Times Advertising Contact: robert.abrahams@jpress.co.uk News desk contact: news@ballymoneytimes.co.uk Sport Desk: sport@ballymoneytimes.com Contact Telephone: 028 7035 5260 Ballymoney Chronicle Advertising Contact: ballymoney.advertising@thechronicle.uk.com News desk contact: ballymoney.news@thechronicle.uk.com Sport Desk: sport@thechronicle.uk.com Contact Telephone: 028 7034 3344 Banbridge Leader Advertising Contact: victor.kelly@jpress.co.uk News desk contact: news@banbridgeleader.co.uk Sport Desk: sport@banbridgeleader.co.uk Contact Telephone: 028 3839 3939 Carrickfergus Times Advertising Contact: roy.sharpe@jpress.co.uk News desk contact: news@carricktimes.co.uk Sport Desk: John.Gillespie@jpress.co.uk Contact Telephone: 028 2827 2303 Coleraine Leader Advertising Contact: advertising@theleader.uk.com News desk contact: news@theleader.uk.com Contact Telephone: 028 7034 3344 Coleraine Times Advertising Contact: cheryl.delargy@jpress.co.uk News desk contact: news@colerainetimes.co.uk Sport Desk: sport@colerainetimes.co.uk Contact Telephone: 028 7035 5260 County Down Outlook Advertising Contact: advertising@outlooknews.co.uk News desk contact: news@outlooknews.co.uk Contact Telephone: 028 4063 0202
County Down Spectator Advertising Contact: editor@spectatornewspapers.co.uk News desk contact: news@spectatornewspapers.co.uk Sport Desk: sport@spectatornewspapers.co.uk Contact Telephone: 028 9127 0270 Derry Journal Advertising Contact: advertising@derryjournal.com News desk contact: editorial@derryjournal.com Sport Desk: sport@derryjournal.com Contact Telephone: 028 7127 2200 Dromore Leader Advertising Contact: victor.kelly@jpress.co.uk News desk contact: news@dromoreleader.co.uk Sport Desk: sport@dromoreleader.co.uk Contact Telephone: 028 3839 3939 Fermanagh Herald Advertising Contact: advertising@fermanaghherald.com News desk contact: editor@fermanaghherald.com Sport Desk: c.bradley@fermanaghherald.com Contact Telephone: 028 6632 2066 Impartial Reporter Advertising Contact: advertising@impartialreporter.com News desk contact: jkenwell@impartialreporter.com Sport Desk: mconway@impartialreporter.com Contact Telephone: 028 6632 4422 Larne Times Advertising Contact: roy.sharpe@jpress.co.uk News desk contact: news@larnetimes.co.uk Sport Desk: sport@larnetimes.co.uk Contact Telephone: 028 2827 2303 Limavady Chronicle Advertising Contact: advertisingmanager@northernnewspapers.uk.com News desk contact: editor@northernconstitution.co.uk Sport Desk: sport@thechronicle.uk.com Contact Telephone: 028 7776 2130 Londonderry Sentinel Advertising Contact: gareth.mellon@jpress.co.uk News desk contact: news@londonderrysentinel.co.uk Sport Desk: sport@londonderrysentinel.co.uk Lurgan Mail Advertising Contact: victor.kelly@jpress.co.uk News desk contact: news@lurganmail.co.uk Sport Desk: sport@lurganmail.co.uk Contact Telephone: 028 3839 5563
Mid Ulster Mail Advertising Contact: patrick.cullen@jpress.co.uk News desk contact: news@midulstermail.co.uk Sport Desk: sport@midulstermail.co.uk Contact Telephone: 028 3839 3939 Mourne Observer News desk contact: office@mourneobserver.com Contact Telephone: 028 43 722 666 Newry Democrat Advertising Contact: advertisingmanager@newrydemocrat.com News desk contact: editor@newrydemocrat.com Sport Desk: sport@newrydemocrat.com Contact Telephone: 028 3025 1250 Newry Reporter Advertising Contact: advertising@newryreporter.com News desk contact: editor@newryreporter.com Sport Desk: sportseditor@newryreporter.com Contact Telephone: 028 3026 7633 Newry Times News desk contact: editor@newrytimes.com Contact Telephone: 028 4062 6520 Newtownabbey Times Advertising Contact: roy.sharpe@jpress.co.uk News desk contact: news@newtownabbeytimes.co.uk Sport Desk: John.Gillespie@jpress.co.uk Contact Telephone: 028 2827 2303 Newtownards Chronicle News desk contact: news@ardschronicle.co.uk Sport Desk: sport@ ardschronicle.co.uk Contact Telephone: 028 9181 3333 North Belfast News Advertising Contact: j.odonnell@belfastmediagroup.com News desk contact: 028 9058 4444 Sport Desk: d.mohan@belfastmediagroup.com Contact Telephone: 028 9058 4444 Portadown Times Advertising Contact: advertising@portadowntimes.co.uk News desk contact: news@portadowntimes.co.uk Sport Desk: sport@portadowntimes.co.uk Contact Telephone: 028 3839 5560
South Belfast News Advertising Contact: j.odonnell@belfastmediagroup.com News desk contact: 028 9061 9000 Sport Desk: d.mohan@belfastmediagroup.com Contact Telephone: 028 9061 9000 Strabane Chronicle Advertising Contact: advertising@strabanechronicle.com News desk contact: editor@strabanechronicle.com Sport Desk: sport@strabanechronicle.com Contact Telephone: 028 7188 2100 Strabane Weekly News Advertising Contact: advertising@strabaneweekly.co.uk News desk contact: news@strabaneweekly.co.uk Sport Desk: sport@strabaneweekly.co.uk Contact Telephone: 028 7188 6869 Tyrone Constitution Advertising Contact: ads@tyronecon.co.uk News desk contact: news@tyronecon.co.uk Sport Desk: sport@tyronecon.co.uk Contact Telephone: 028 8224 3549 Tyrone Courier Advertising Contact: advertising@tyronecourier.uk.com News desk contact: newsdesk@tyronecourier.uk.com Sport Desk: sport@tyronecourier.uk.com Contact Telephone: 028 8772 2271 Tyrone Times Advertising Contact: patrick.cullen@jpress.co.uk News desk contact: news@tyronetimes.co.uk Sport Desk: sport@tyronetimes.co.uk Contact Telephone: 028 3839 3939 Ulster Gazette Advertising Contact: advertising@ulstergazette.co.uk News desk contact: newsdesk@ulstergazette.co.uk Contact Telephone: 028 3752 2639 Ulster Herald Advertising Contact: advertising@ulsterherald.com News desk contact: editor@ulsterherald.com Sport Desk: sport@ulsterherald.com Contact Telephone: 028 8224 3444 Ulster Star Advertising Contact: andrena.oprey@jpress.co.uk News desk contact: news@ulsterstar.co.uk Sport Desk: sport@ulsterstar.co.uk Contact Telephone: 028 3839 3939
Main Northern Ireland Broadcast Media: UTV Advertising Contact: ads@u.tv News desk contact: newsroom@u.tv Contact Telephone: 028 9032 8122 UTV Radio News desk contact: ruth.gorman@u.tv Contact Telephone: 028 9032 8122 BBC Northern Ireland News desk contact: david.maxwell@bbc.co.uk Contact Telephone: 028 9033 8000 Cool FM News desk contact: nigel.gould@downtown.co.uk Contact Telephone: 028 9181 5555 Downtown Radio News desk contact: nigel.gould@downtown.co.uk Contact Telephone: 028 9181 5555 Q Radio Group - (Belfast 96.7/ Mid Antrim 107, Mid Ulster 106, Newry and Mourne 100.5, North Coast 97.2, North West 102.9, Tyrone and Fermanagh 101.2) News desk contact: news@goqradio.com Contact Telephone: 028 9023 4967 U105 News desk contact: info@u105.com Contact Telephone: 02890 333 105 Other publications: Ulster Business News desk contact: s.armstrong@independentmagazinesni.co.uk Contact Telephone: 028 9026 4000 Business Eye News desk contact: info@businesseye.co.uk Contact Telephone: 028 9047 4490 Primary Times Advertising Contact: advertising@primarytimesni.co.uk News desk contact: editorial@primarytimesni.co.uk Contact Telephone: 028 9072 1352 Farming Life Advertising Contact: laura.martin@jpress.co.uk News desk contact: ruth.rodgers@farminglife.com Contact Telephone: 028 3839 3939 Outdoor Advertising: PML Advertising Contact: info@pml-ni.com Contact Telephone: 028 90 333714
Danske Bank Premiership Club Workshops As part of our overall support for the Danske Bank Premiership, we are committed to providing support to your club to increase attendances and promote local football. We recognise that your club may need additional resources, training or support in certain areas, and for the 2017/2018 Season are pleased to offer you access to free Club Workshops: Workshop 1: PR and Crisis Management Workshop An insight into how to use PR to maximum effect to promote a positive image of your club and your team. This workshop will help you identify PR opportunities, make the most of your local media, and will provide you with a checklist of how to handle or avert a PR crisis. Led by MCE Public Relations Dates and venues for all workshops TBC. Booking details to follow. Workshop 2: Social Media and Digital Marketing A practical session designed to help you make the most of your social and digital channels. The focus will be on strengthening your relationship with existing supporters and using digital channels to reach a wider audience and increase ticket sales. Led by Origin Digital Dates and venues for all workshops TBC. Booking details to follow. NIFL Workshops There will also be various Workshops arranged or facilitated by NIFL which you will be given the opportunity to attend throughout the season.
#DanskeBankPrem
Growing
Your Fanbase
Notes Growing Your Fanbase Marketing Business ResourcesGrowing Your Fan Base This section contains suggestions for, and examples of, Best Practice which have been compiled by NIFL and Danske Bank to help your club develop your fan base, increase attendance, enhance matchday experience and strengthen your community engagement. We have included some specific examples from clubs within the Danske Bank Premiership plus some generic suggestions from clubs at a similar level throughout the UK. Not all suggestions will be relevant to your club, and some of the ideas may be ones you have already incorporated into your club’s development programme. Either way, at the end of this season, we would encourage you to share your own examples of Best Practice and your club’s success stories. Engaging with fans The Approach: What is the approach to your club like for your fans - especially first timers. Try to look at their journey - on foot, by car, by bus - through their eyes and ask yourself how it could be improved. Is the signage clear and strategically positioned so first timers know where to go, and so that regulars get a sense of anticipation? Where should your programme sellers be positioned - perhaps they could sell more and help direct people to the grounds? Local Example: Carrick Rangers FC First time fan guide - online downloadable first time fan guide, providing key information to individuals who may not have previously attended a CRFC fixture (www.carrickrangers.co.uk) Fan Feedback: There are lots of ways to get feedback from your fans, and your club should use them all - clubs that listen to their fans connect more deeply with them. Informal chat - make sure all club representatives are equipped to talk to supporters at every opportunity to find out their thoughts and ideas as and when informal opportunities present themselves. Make sure to create a forum for informal feedback to be shared and acted on if necessary. Consultation - if there is something specific you want your supporters’ feedback on, consider a survey - an online or social media poll, handing out a survey sheet, or having volunteers equipped with clipboards collecting feedback before, during or after matches. Make sure you let supporters know the outcome of the consultation, and that you let them know when you are acting on their preference or vote
Supporter Panels - invite your supporters to join a supporters’ panel that meets every few months. Let them set the agenda, or let the agenda be created through social media or other feedback forums. You could also have ‘special’ supporter panels such as Family Panels whose focus will be on enhancing your family-friendly offering. Local Example: Cliftonville FC Managers Q&A - hosted by the club and for its fans a great opportunity to hear directly from the manager and develop the connection between fans and club management. Roadshow - go out and about in your community and talk directly to the wider fan base. Shopping centres, community centres and schools are great places to find out what people think - and just by going to them, demonstrates that your club values them. Local Example: Glenavon FC Danske Bank Trophy Tour - meet and greet players and manager at the local Danske Bank. Social Media - your club’s social media pages are an immediate source of feedback and engagement. Make sure you have a system in place to monitor posts, tweets and conversations and that you respond promptly to all comments that require a response, and that you are actively encouraging your social media followers to engage and give their feedback.
Attracting and retaining supporters Loyalty Schemes Most businesses see value in rewarding their loyal customers so they are motivated to keep coming back. Your club will have some very loyal supporters and season ticket holders. By rewarding them in some way, they will feel their loyalty is valued, will recruit more friends and relations to the Club, and will potentially spend more as well. You don’t need to invest in smart cards or advanced technology - a simple approach is often enough using an ink stamp & printed card for example. Just decide what behaviours will ‘earn’ reward points, and what the reward points can then be ‘spent’ on. For example, your fans can earn reward points when they: - Buy kit or merchandise - Book official bus travel to away game - Buy products through certain partners/sponsors - Respond to surveys/questionnaires They can then ‘spend’ points on drinks or food in the social club/club house or on programmes or to get discounts on away game travel or to access privileges such as exclusive team meet & greet etc. Local Example: Coleraine FC Smart Card technology - alongside the development of a new club shop CFC have introduced a smart card match day system. Every fan can get a card which they either top up or purchase as a season ticket. The club retains all data which allows further marketing and communication. As an introductory offer CFC gave those who purchased a season ticket 50% rebate which had to be spent in the club shop or social club. The card system was introduced for the 2017/18 season and has contributed to a significant increase in season tickets sales. Family Days Having special family days with family-friendly activities (inflatables, penalty kick challenges) and perhaps special ticket prices for family groups can really help increase attendance of young people at matches. Make sure you publicise your family days in advance in ways that reach the target audience - talk to local schools and community groups and target local leisure centres and shopping centres.
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