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Nexus Community is a division of Greenwich Leisure Limited (GLL). We manage leisure facilities and services on behalf of South Oxfordshire, West Oxfordshire, Chiltern and South Bucks District Councils and Henley Town Council.
GLL is an employee-owned charitable social enterprise that exists for the benefit of the community. It is a non-profit distributing organisation and operates approximately one hundred public leisure centres in partnership with London Boroughs, District Councils, government agencies, voluntary and community organisations. GLL is the UK's most successful Social Enterprise and is one of the first recipients of the government's Big Society Award.
“ The management process responsible for identifying, anticipating and satisfying customer requirements profitably”
(Chartered Institute of Marketing)
What is marketing cont? Marketing includes everything needed to get your products into the hands of your customers. The broad field of marketing includes these two key parts: Designing the product so it will be desirable to customers by using tools such as marketing research and pricing. Promoting the product so people will know about it by using tools such as public relations, advertising, and marketing communications.
Why carry out marketing? During difficult times one of the most effective ways for a small business (or club) to survive is to focus on its marketing efforts.
3000 The average person is exposed to advertising messages/day So you might need a plan!
Key elements of a marketing plan Every plan will be different depending on your situation and strategy. You don’t need to make it complicated Develop your marketing plan with the following 5 stages
Raising the awareness of your club amongst your local community
Stimulate interest (and more members)
Increase participation (more people, more visits, more income)
Keep members for longer
The 5 stages 2. OBJECTIVES cont Ensure your objectives are SMART : Specific - what do you want to achieve, what is the purpose of your marketing? Measureable - measure the results Achievable - don't attempt too much Realistic - ensure you have the resources (including budget!) Timed – use a timetable and set deadlines
The 5 stages 3.STRATEGIES Identify the target market (you cannot sell something to people who do not want it!) What do your customers want? What will motivate people to join your club?
The 5 stages 3.STRATEGIES cont Where do you position yourself within the market-what’s your offer? What are your your unique selling points (USPs) Who will your offer/USPs appeal to? By defining your market niche will make it easier and less expensive to contact potential customers
The 5 stages 4. TACTICS Price - where will you position your pricing compared to your competitors? Product - how are you going to 'package' your service?
The 5 stages 4. TACTICS cont Place - where will you advertise/promote your club? Promotion - Which media will you use to advertise/promote your club?
Marketing tip #13 How to create a Facebook Fan page
Marketing tip #14 Utilise Twitter- launched 2006, one billion tweets per month Small businesses are using Twitter to: network with suppliers, trade groups and other businesses, recruit staff, success stories. Quality not quantity!