Growing Your Youth Sports Organization

Marketing and PR 101
Tips & advice for your sports organization
Megan Lavine
Corporate Communications Manager
Vanessa Allen
Senior Marketing Manager

November 16, 2011

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Marketing and PR 101 | Tips & advice for your sports organization

Today’s format:
 Presentation time: ~ 40 min
 Q&A to follow

• How to submit a question?
• Click on the “Q&A” tab
on the top right-hand side
of your screen and type it
into the text window

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Marketing & PR 101: What we’ll cover
 What are Marketing & Public Relations?
 What’s the difference?
 Why do I need Marketing and PR?
 Marketing & PR tools
 To kick-off your season
 During your season
 End of your season
 Q&A

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What is marketing?

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What is marketing?

In everyday language, it’s just “getting the word out” -
• Building awareness about what you’re doing and
• Convincing others they should buy it, participate in it,
or support it

For a team sports organization, it’s the combination of
activities that serve to drive the results you want from
your participants and community – whether that’s getting
players, volunteers, donations, sponsors or more.

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What is marketing?

Effective marketing boils down to:

1. Get the right product…
2. to the right person…
3. at the right time…
4. for the right price.

How you do this is #5 on the list…

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What is marketing?

What to consider in your marketing plan:

• Think in terms of a campaign of synchronized efforts
• Multi-channel, reach your “customer” in different ways
• Cohesive visuals
• Consistent messages

Marketing is always designed to get your message
direct to your consumer

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Public relations is the way in which an
organization communicates and persuades
its audiences.
> Inform, Shape, Motivate

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In your case, PR is…

The actions a sports
league or club does to
increase awareness and
promote goodwill
between the organization
and the community,
volunteers, local
government, players,
parents, etc.

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What’s the difference between marketing and PR?

Marketing
 Brand awareness
 Customer engagement
 Sales

PR
 Perception
 Reputation

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The value of PR & Marketing to
your organization

Player participation

Local government support

Sponsors

Community engagement
Volunteers

Marketing and PR 101


Tools of the trade:

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Tools of the trade:

No matter which or how
many marketing tools you deploy,
always be sure to answer
this question:

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Tools of the trade:
What’s in it for me (WIIFM),
defines your product “positioning”

• Effective positioning allows you to highlight the unique benefits of your
offering so your customer knows immediately “what’s in it for me”
• It becomes the platform for all your marketing
• Why is this important?
• You’re competing for attention
• You want to come across as authentic and relevant

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Where do you start?

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Vanessa’s Four Questions:
1. How does this product fit within similar options?
2. Why would our customer want to buy it?
3. How does it compare to similar products?
4. What's the passion about the product?

The answers will help you express the WIIFM

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Vanessa’s 4 questions
Example: Pop Warner football & cheer league
1. How does this product fit within similar options?
1 of xx other sports programs locally; 1 of xx other football/cheer
programs; offers participation for both boys and girls; offers
programs for youth aged xx to xx years old…etc.
2. Why would our customer want to buy it?
Parents can trust Pop Warner’s program of developing scholarship
as a condition of play, assuring their children will get a well-
rounded experience; it’s easier for parents when both sons &
daughters can participate in one organization
3. How does it compare to similar products?
The only local organization that operates under the auspices of
Pop Warner, a nationally-known & trusted organization
4. What's the "passion" about the product?
Pop Warner celebrates both field & classroom successes with
special events & recognition; league has [blank] record of success
The answers will help you express the WIIFM !

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Tools of the trade:

Branding
Once you’ve got your WIIFM positioning, develop your brand to represent it
• Meet the Easy and Fit Tests
• For any brand, there are four “Easy” tests –
Easy to say, Easy to spell, Easy to read, Easy to remember
• And four “Fit” tests - Fits the audience, Fits the benefits, Fits the
culture, Fits legal requirements
• Choose positive attributes

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Your marketing toolbox:

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Your marketing toolbox:

Online & offline marketing choices:
• Why online? Your community is online today.
• Proactively establish an online presence and join the conversation!
• Additional benefits: online tools are continually in development,
upgrades don’t require download, not limited to one computer
• Why offline? Shelf-life.
• Online content may live forever, but it doesn’t lie around the house.
• Used together they reinforce your message
• Create a multi-channel campaign and so you can reach your
“customer” in different ways, always with consistent branding and
messages

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Your Marketing toolbox:

Tools of the Trade
• Websites
Your home base for an online presence
• Online calendars & listings
Expands your reach online, links back to your website and to sign up
• Social Media: Facebook, Twitter, YouTube, Google+
Extends your reach to other sites than many visit
• Blogs
Thought leadership, search engine results, expanded online presence
• Emails
Quick, easy, inexpensive. Proactive outreach, keeps you “top of mind”
with regular contacts.

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• Partnerships
National governing bodies, business sponsors, community alliances. Add
to your exposure, trade ad space, add links to & from your site
• Print Materials
Flyers, brochures, ads & more. Repurpose for online posts
• Direct Mail
Could be a “prospect” mailer to a targeted list; include with partner mail,
such as receipts, bills, and catalogs.
• Signs and Displays
Posters, banners, and tabletop displays can all drive website traffic.

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• Advertising, online and offline
Clear call-to-action, contact info and/or links to your website
• Incentives
Convey a sense of urgency, reward “good behavior!”
• Testimonials
Add credibility to your marketing with “customer” recommendations.
• Note: this can also help your PR program
• Ask parents and players to recommend your program and get
permission to feature them in your advertising & online

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Resources
• eMarketing Center:
Free online resources for Active customers, including templates, our
“button generator,” best-practices articles and advice
http://emarketing.activenetwork.com

• Webinars:
• Building & Maintaining Effective Websites
• Recruit, Manage and Keep Your Volunteers
• Fundraising 2.0 How to use online tools for effective fundraising
• How to use Twitter to Increase Awareness and Participation
• Facebook Tips and Tools to Increase Awareness and Participation
• Social Media 101
http://www.activesports.com/resources-overview/archived-webinars.htm

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How can I use PR to drive
awareness and participation?
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Media Relations

Social Media

Public Relations Crisis
Communications

Public Affairs

Community
Relations

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Some tools of the trade…
• Media lists
• Press releases
• Media alerts
• Direct media outreach (pitching)
• Media kits
• Photos and graphics

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The Media
Newspapers
Blogs
TV stations
Radio

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Timeliness
Local
Impact
High profile
Controversy
Novelty
Stats & Trends

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What is media relations?
Media relations is the act of developing a
relationship with a reporter to ultimately get
them to write about your organization in a
positive manner.

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Be prepared
• Develop a Media Kit
• Fact sheet
• Recent press releases
• Team backgrounder
• Hi-resolution photos, logos
• Bios
• Team & game statistics
• Game day notes

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Best practices when
working with the media
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While pitching
Do
• Know the outlet and reporter
• Be brief, be simple, be responsive
• Know what you want to convey

Don’t
• Blast emails!
• Hype the truth
• Use slang or jargon

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Interviewing
Do Don’t
 Watch body language  Speak off the record
 Stay on message and use  Reveal confidential info
short sound bites
 Criticize your
 Say your organization name competitors
often
 Speak on behalf of
 Wear a company logo, and others
dark, solid colors if doing a
 Get defensive
TV interview.
 Say “no comment”
 Be honest

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Following Up

Do
– Be courteous and positive
– Respect their deadlines
– Thank them for a great article

Don’t
– Harass
– Ask to review the article
– Ask reporter to send along hit

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Interview Check-List

Ask yourself, did you?
 Accomplish your objectives
 Tell your story convincingly
 Maintain credibility
 Engage the reporter
 Follow up in a timely manner

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Championing your great media hits
Post to your blog
Broadcast via your
social media channels

Feature on your
website

Send to your National
Include in your Governing Body or
team newsletter regional chapter

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Crisis Management
 ID your crisis team and spokesperson
 Plan out worst case scenarios
 Prepare talking points or statement
 Be transparent and honest
 Convey resolutions
 Recognize the broader issues
 Seek outside counsel if needed

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Pre-season:
Step 1: Set-up the foundation
Establish your online presence with a website
• Brand & customize
• Add sponsor and NGB logos
• Get folks excited about participating:
• Update with pictures, recap from previous season, videos – even
a video welcome message from board members
• Give a sense of your league activity to appeal to new
players/parents
• Provide links to participate and/or donate
• Add calendar, important dates
• Add contact information, e.g. media contacts
Resources: www.eteamz.com

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• Clear call to action: Register now
• Incorporate social media links
• Incentives encourage early
commitment

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• Clear call to action: Register now
• Eteamz Facebook integration for
quick social media links

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Add your program to online
directories & calendars –
make it easy to find you!

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Go to www.Active.com
Click on “Post an Activity” to add your program to the
directory – it’s free!

• Over 4,000,000 unique visits per month YTD
• Over 400,000 searches per month YTD
• Plus Active Network affiliates extend our calendar reach by
millions of users across a range of websites including ESPN,
Southwest.com, Eventful and more:
• Generating millions of direct hits to Active.com event pages
• Drives thousands of actual transactions to Active events
Source: Active Network

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Explore your local online
media outlets for
additional opportunities to
“get the word out!”

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Pre-season:
• Set-up social media accounts and start blogging
If these tools are part of your campaign, start early

• Create an information flyer, post online & distribute
• Include: website URL, contact names & numbers
• Try a QR code that links to
website and/or video
• Arm your staff/volunteers with
copies to distribute, they’re your
“ambassadors”

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Pre-season:
Set-up online registration for players & volunteers
• WIIFM for your customers:
• Seamless: online search leads to online registration
• Immediate gratification: no waiting, no lines
• WIIFM for you:
• Your list of marketing contacts builds itself
• Registration info creates segmentation, e.g. parents, volunteers,
players, divisions, etc
• No data entry, source data easily updated
• Most registration systems include email capability, making it a
multi-purpose solution
• Fundraising & volunteer
recruitment can be
easily incorporated!

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Fundraising through online registration
If you’re already offering online registration, it’s easy
to add donation options to your registration form.

“We included an option to give a donation
during online registration and we raised
$1,000 in contributions. It was all from
individual $20 donations. It was really cool.”
DeAnna Sohn, Vice President
North Raleigh Bulldogs Pop Warner

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Volunteer sign up via online
registration
This basketball league includes a
statement about why volunteers are
needed and how it helps the league, and
also specifies what is being asked and
offers choices

“I also had over 100 new volunteers last year
because we asked for volunteers during online
registration. That is the coolest thing ever.”
DeAnna Sohn, Vice President
North Raleigh Bulldogs Pop Warner

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Set-up online fundraising
Campaigns, Team & individual fundraising

www.ActiveGiving.com

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Pre-season:
Step 2: Start “getting the word out”

• Email campaign:
• Heads up! Sign up now…There’s still time…Last chance!
• Customize the message for each contact
• Add specific requests for volunteers & financial support
• Use your testimonials, quotes, endorsements!

• Other “traffic-drivers”:
• Direct mail
• Advertising
• Partners
• “Open House” or get acquainted events
• Signage and displays

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Media relations:
What to do during pre-season

• Become familiar with your local media
• Read
• Research
• Target the right reporters
• Find them on Twitter
• Introduce yourself
• Prepare media kit
• Write press releases

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What are some potential news hooks during the
pre-season?
• Human interest stories
• Trends or stats
• Team/Org profile
• Upcoming events or fundraisers
• New sponsors
• Registration open

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Marketing & PR During Your Season

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During your season:
Continue the momentum you created pre-season:
• Communicate: Send regular emails, consider a newsletter format
• Recognize your volunteers, e.g. volunteer of the week or
month
• Profile coaches, staff, board members, players
• This will aid you with any media contacts or pitches
• And provide new testimonials & recommendations
• Regular social media and blog posts
• Report on fundraising results
• Get feedback & give feedback - create surveys and ask for ideas and
opinions
• Special events get special marketing promotion – tournaments,
championship teams, etc.
• Keep schedules, scores & standings up to date

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Media relations:
What to do during the season
 Invite media to events
 Pitch stories and events
 Write press releases/alerts
 Use social media tools
 Capture high quality photos,
videos

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Marketing & PR - End of Your Season

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At the end of your season:
It’s a new reason to promote!
• Communicate successes & lessons
• Recognize your volunteers, coaches, umps, board members
• Reward & give awards
• Recap on social media and blog posts
• Summarize fundraising results
• More fodder for media contacts or pitches
• And more testimonials & recommendation
“Rinse & repeat”:
• Get wrap-up feedback & share it - create surveys and ask for ideas and
opinions
• Plan final events with special marketing promotions
• Update your website with:
• Open registration for next season, or create a list of “maybes”
• Publish key dates for your next season
• Request images, videos, etc – post them online

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Media relations:
What to do in post-season

 Stay engaged with reporters
 Update media kit
 Continue with social media
 Post – season media hooks:
– Post-season features
– Trends & stats
– Photos

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What’s next, you ask?

• Rinse & repeat!
Getting ramped up for your next season will be easier, now you can
“tweak” and refine your marketing and PR plans to get better or different
results
• Your toolbox is full
If it’s up to you again, now you’ve got a toolbox that’s filled
with what you need for starting up again next season. Or,
you’ve got assets you can pass along to a new volunteer, so
no one has to reinvent “the wheel”

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Please submit questions in the “Q&A” section of
your toolbar, on the top right of your screen.

For more information, visit:
www.ActiveSports.com
www.eteamz.com
www.Active.com
www.ActiveNetwork.com
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Thank you for attending!

To learn how you can spend more time playing sports, instead
of playing secretary at a registration table, contact us at
ActiveSports@ActiveNetwork.com

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Growing Your Youth Sports Organization

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