2. PAGE 1
Table of Contents
Urban Trails............................................................................................................................................... 2
The Market ................................................................................................................................................ 2
Barriers to participation........................................................................................................................ 2
What’s worked for others?.....................................................................................................................3
Objectives.................................................................................................................................................. 5
Target Audience........................................................................................................................................ 5
Media Consumption.............................................................................................................................. 7
Positioning..............................................................................................................................................8
Integrated Marketing Communications Mix.........................................................................................8
Message and Creativity .........................................................................................................................8
Media.......................................................................................................................................................9
Traditional...........................................................................................................................................9
Digital .................................................................................................................................................10
Social media .......................................................................................................................................10
Campaign Evaluation ...............................................................................................................................11
Pre-testing..............................................................................................................................................11
post-testing.............................................................................................................................................11
social media measuring.........................................................................................................................11
References.................................................................................................................................................12
Table of Figures........................................................................................................................................12
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Urban Trails
Orienteering in Bristol
With a club or independently
The Market
Sports participation in the UK is set to increase incrementally, as can be seen in figure 1. Those
who are inclined to participate in sport already are meaning the challenge to persuade
newcomers to the market is considerable (Mintel, 2014).
Figure 1 Forecast of number of adults playing sport at least once a week, 2009-19 (Mintel, 2014)
BARRIERS TO PARTICIPATION
Health benefits remains the main reason for participating in sport but people are generally
looking for the most impact with the least effort. For this reason the most popular health change
people are willing to make is diet rather than sport. Some 80% of the population considers
themselves to be able to participate in sport which is very positive considering BMI figures state
that 42% of men and 32% of women were obese in 2015 (Mintel, 2015).
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Time and cost are significant barriers to participation in sport. Especially amongst 18-25 year
olds who are often restricted by one if not both factors. For this reason ‘doorstep’ sports such as
cycling or jogging, which require no travel to participate are most popular. To combat the issue
of time research suggests moving activities to weekday nights rather than traditional Saturday
morning fixtures to encourage those with other commitments (Mintel, 2014).
While some enjoy playing with friends (37%), or family (33%) the majority prefer to take part in
solo sports (56%) (Mintel, 2014). There is also evidence that the term ‘sport’ has negative
connotations and that people are more receptive to an activity that leads to a healthy lifestyle
(Kavetsos and Szymanski, 2009). Sport can infer formality and structure while healthy lifestyle
activities implies more freedom and flexibility. As such the UK has seen an increase in activities
such as ‘lifestyle’ sports (Church and King, 2015) which are an alternative to traditional sports
very often in natural settings rather than pitches, courts etc. Examples of lifestyle sports include
skateboarding, rock climbing and surfing. As well as this the out-door activity market, which
includes many lifestyle sports and orienteering, is considered to be “large and has huge
potential” (Sport England, 2015b:2). This could well be in part because of the attraction of
informal competition (Mintel, 2014) and out-door and lifestyle sports creating a safe
environment for people to make mistakes and participate without judgement (Church and King,
2015).
WHAT’S WORKED FOR OTHERS?
The ‘This Girl Can’ (TGC) campaign run by Sport England has encouraged almost 150,000
women to participate in sport between April and September 2015 (The Telegraph, 2015). The
campaign is accredited with being successful as it understood women’s attitudes and behaviours.
As the world becomes more digitally focused there is an argument that traditional demographic
segmentation is no longer effective. Instead lifestyles and attitudes are better ways to understand
consumers (WARC, 2015). It has also been suggested that brands could find success through
‘hyper-demographic targeting’ or the targeting of small, niche “tribes of taste and interest”
(2015).
TGC created a message that tackled the barriers to participation such as body image and
focusing on changing women’s attitudes to sport. The lead video (YouTube, 2015) has been
watched over 37 million times since it first aired in January 2015. A recent Mintel report (2016)
suggests that the same strategy could be applied to other groups and Sport England has been
conducting in depth research to understand what influences sporting behaviour across a range
of different target audiences (Sport England, 2016). An analysis of the TGC website has been
undertaken, the results of which can be seen in figure 2.
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Figure 2 7Cs Framework adapted from Rayport and Jaworski, 2001
•Clean, white background, gendernon-specific colours
used.
•Easy to navigate
•Use of semiotics – facial expressions, real characters.
Context
•Mix of products (activities) and information.
•Appeals cognitively and emotionally. Use of humour
and personal stories add warmth.
•Users can add content through the 'create your own
poster' function.
Content
•User to user communication only via links to social
media
•Good sense of community through user generated
content
Community
•Not highly customised
•Content is often generated by other users eg. the 'feel
inspired' tab is instagram photos
Customisation
•One:Many
•Limited to other vehicles for two way communicationCommunication
•Focus is not on commerce but on connection with
activities in users local area.Commerce
•Highly connective
•Facebook, Twitter, Instagram, YouTube, Pinterest,
Google+
•Links to Sport England and The National Lottery
Connection
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Objectives
By March 2016:
Increase participation in orienteering to 50 users per week
Generate an average of 25 user generated route downloads per week
Gain 1000 followers on Facebook and Instagram
Increase positive comments on Facebook by 20% by deciphering feedback and adjusting
message when necessary
Increase click throughs to the website from social media by 30%
Have a user generated section to the website being actively contributed to
Achieve a Likeability score of 4
Target Audience
Based on research conducted by YouthSight for Sport England the following target audience has
been identified. The infographic in figure 3 shows a breakdown of demographics as well as
identified attitudes. The research conducted was intended to support other organisations in
pursuing Sport England’s own objectives which encompass the entire of the UK.
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Figure 3 Infographic of Target Audience Adapted from Sport England, 2015
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As well as the above, the Confident Intellectual is also likely to get involved in sport because
they want to get in shape rather than for enjoyment. In fact, the word ‘sport’ carries negative
connotations for them and they would respond better to language such as ‘activities’, ‘challenges’
or ‘tasks’. Similarly, competition is a barrier to participation as the Confident Intellectual has a
strong fear of judgment. Instead they would like to participate in activities in which they can
move at their own pace and see an improvement in their personal performance over time. As
highly career motivated individuals, any benefits highlighted that can improve their skills will be
well received (Sport England, 2015).
This proposal intends to use the AIDA model to change attitudes towards weekly participation
in sport.
Figure 4 AIDA model adapted from
Using AIDA and an integrated
marketing plan this proposal
sets out to change the attitudes
of ‘Confident Intellectuals’ and
see them go through the stages
of change from thinking to
feeling to doing as seen in
figure 4.
MEDIA CONSUMPTION
90% of 16-24 year olds owned a
smartphone in 2014 and 49% of
those checked their phone
within 5 minutes of waking up
(ofcom, 2015). Social networking is still a big part of millennials (16-31 year olds) internet activity
with 95% having at least one account and spending an average of 2.5 hours per day on social
media (GlobalWebIndex, 2016). Facebook is still the most popular site with 85% of millennials
having an account however amongst students it is found that users are becoming more passive
(GWI2) while the popularity of smaller sites is growing. Instagram doubled its user base since
2013 while YouTube has a 38% active usage rate. Branded websites are currently the most
impactful engagement strategy according to GlobalWebIndex with branded videos being the
second, 25% watched a branded video in January 2016. Snapchat is highlighted as a key site
which is seeing growth in usage across all millennials but particularly amongst students (WARC,
2016).
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POSITIONING
It is proposed that this sport be positioned as a lifestyle sport that encourages the enjoyment of
the natural environment while also enabling the expression of identity and individuality. The
benefits of learning new skills should be highlighted. The benefits of physical activity should be
noted but not overly stressed and the use of the term ‘sport’ should be avoided. It is critical that
the sport be positioned as ‘alternative’ and fashionable to participate in as traditional sports are
less appealing to this target audience. Ensuring that participant feel able to remain ‘online’ at all
times is also important (ref to something about online generation).
Integrated Marketing Communications Mix
The most appropriate tool for this campaign is advertising.
MESSAGE AND CREATIVITY
Message framing is to ‘select some aspects of a perceived reality and make them more salient in
communicating context’ (Entman, 1993:52). It is proposed that positive message framing be used
rather than negative. Research showed that this group would respond well to career benefits
highlighted and skills that could be learned such as teamwork, leadership and stretegising
(Sports England, 2016). Meanwhile the attraction to ‘sports’ would be limited so framing the
message away from the health benefits or the effects of inactivity should create a more
substantial response.
Storytelling is embedded in human life and has long been used in marketing communications.
Shimps (2010) lists storytelling as one of the key features of ‘sticky’ marketing stating that it
should be used to ensure memorability, impact and to promote change in behaviour and
attitudes. It is proposed that a story be told through the promotional materials. Relatable
characters should be used and the plot should include beginning an orienteering route,
overcoming challenges and ultimately completing the course. A mix of stories being told is
proposed as characters participate in orienteering individually as well as in groups which will
appeal to this audience as some prefer to participate alone (Sport England, 2016).
Appeal is important and a mix of cognitive and emotional tactics should be used in this
campaign. For the emotional appeal it is proposed that fantasy and animation be used.
Animation, although often used for communicating with children has also been commended
with increasing engagement with other target audiences (Fill et al., 2013). In this case it is
particularly relevant given the audiences inclination for computers and gaming. The use of
game-like animation should be used to supplement the real life visuals in the promotional
materials such as video and images. Leading on from this, a fantasy theme which replicates that
10. PAGE 9
of a game should be well received. Using fantasy to initiate a cognitive reaction and making the
receiver ask ‘what is going on here?’ will create very high involvement with the message (Fill et
al, 2013). In this way the campaign can use transformational motives to create emotional effects,
for example turning boredom into excitement (Fill, 2013). This response to the message can then
be converted into a call to action for the receiver to either find out more or sign up to
participate.
Music is an important element to any message and can ‘create continuity between a series of
advertisements’ (Fill et al., 2013, pp.140). Music has also been credited with being able to signal a
lifestyle (Fill et al., 2013). The use of music should be used in the proposed campaign to help
differentiate orienteering from traditional sports and communicate to the receiver that it is a
lifestyle sport. Lifestyle sports offer a less formal way to participate in physical activity in natural
environments, they appeal to youths and often become an extension of their identity (Church
and King, 2015). The music should reflect the excitement and feelings of accomplishment
generated when orienteering.
To ensure balance between informational and emotional content the campaign should use a
slice of life approach. This is where the message is presented so that the receiver can identify
immediately with the scenario (Fill et al., 2013). Source credibility will be another positive gain
from this tactic as according to Kelman’s model of source characteristics (1961) relatabilitywill
ensure source attractiveness. This is easily embedded in the use of storytelling and across
semiotics used such as characters clothing, hairstyles and accents as well as lifestyle
characteristics such as going to university or enjoying gaming and music. Specifically, it is
proposed that the message story begins with characters in their usual environments, for example
the home or university, this way the receiver is immediatelyengaged in the scenario.
Involvement is then built later as the receiver starts to ask ‘what is going on here?’
MEDIA
Traditional
Ambient – flyers and posters
Traditional media still has a place in an increasingly digital world. The use of ambient media
such as flyers and posters is proposed to generate initial awareness. This paid for media (Fill,
2013) should convey a very basic level of information and generate intrigue. The use of stealth
marketing is recommended here where little is communicated about the charity or sport (ref).
The call to action in this case is to direct the receiver to the website for more information. For
this to be achieved the imagery should be subtle and even confusing so that the receiver
continues to think about it after it has been seen. Following the AIDA model (ref) this vehicle is
being used to generate awareness. This should be relatively cost effective as print is an
inexpensive form with wide reach. The effectiveness of this form will be the generation of earned
11. PAGE 10
media by word of mouth (WoM) (Fill, 2013). The message will aim to start a conversation
between receivers and ultimately direct receivers to the website.
Digital
Website
Websites are the most effective way to engage this target audience (WARC, 2016). As such the
website will be the most important owned media in this campaign. The receiver at this point has
some awareness of and interest in the campaign and so the message must now aim to create
desire and illicit an action from the receiver (AIDA ref). The website gives the campaign the
opportunity to use a variety of rich communications such as images and video that this target
group responds well to (WARC, 2016). Referring to the earlier 7Cs analysis (Rayport and
Jaworski, 2004) of the ‘This Girl Can’ website a similar format is proposed which would include
the following sections; informational, video and picture (or inspirational), sign up to participate
and user generated content. As well as this, links to other vehicles such as Facebook should be
embedded. Cartellieri et al. (1997) suggest the additional objective of improving retention.
Making the website interactive should ensure user retention as Ballantyne (2004) suggests that
interaction creates a dialogue which leads to a relationship. Therefore it is proposed that the
website have an interactive message board along with a feature for creating new orienteering
routes. In this way the website combines dialogue and UGC which will encourage virtual WoM
as content is discussed and shared.
Video
Video is the second most effective way to engage this target audience (WARC, 2016). A
promotional video is an effect way to incorporate all the creative elements discussed earlier such
as storytelling, fantasy and music. A video is also an effect vehicle for sharing and creating WoM,
the ‘This Girl Can’ video has been viewed over 37 million times on Facebook and YouTube which
demonstrates the reach of this type of media. While video itself is a one to many type of
communication the conversation that it creates is many to many. It is proposed that this be the
spearhead of the campaign as its communication richness will have the most success at changing
the target audiences attitudes and behaviour in relation to orienteering.
Social media
Facebook and Instagram
Facebook and Instagram are the two main platforms that this target audience uses (WARC,
2016). As such it is proposed that they are both used. Facebook should be used to create a
following and start a conversation. Users should be encouraged to submit their own content in
the form of photos or videos of them participating in the routes. Similarly Instagram should be
used with specially emphasis on sharing the euphoric ‘finish line feeling’. A section of the
website should be dedicated to these Instagram photos as is done on the ‘This Girl Can’ website.
12. PAGE 11
The use of UGC in this form will create opinion leaders which will in turn reduce risk for others
to join the activity (Fill, 2013).
Campaign Evaluation
PRE-TESTING
Pre-testing is recommended to “ensure final creative work will meet the advertising objectives”
(Fill, 2013:265). By using focus groups and consumer juries made up of representatives from the
target audience the concept of the message should be tested in its early creation. This will
ensure that the message is being decoded correctly by the receiver. While there are limits to the
effectiveness of pre-testing, such as not being conducted in natural environments where the
noise of real life exists, it is still recommended to reduce long-term costs and ensure
advertisements are optimized (Fill, 2013).
POST-TESTING
As the campaign message uses emotional content to instigate a change in attitude and behaviour
it is proposed that the likeability be measured. Likeability includes measuring the
entertainment, relevance, clarity and pleasantness of adverts on a Likert scale and is concerned
with the “affective element of the attitude construct” (Fill, 2013, 278). Likeabilityshould be
measured at different stages in the campaign to see how opinion changes over time and
unplanned communication filters into the message. The first measure should be taken soon after
the launch and then again every six months. The feedback from the receivers should be used to
improve the message each time.
SOCIAL MEDIA MEASURING
Rather than measure activity, it is important to understand what outcomes social media
communication causes (Fill, 2013). It is proposed that this is done using the metric framework
expressed in figure 1. However that is not to say that activity cannot be positive as while those
who interact with social media may not participate in orienteering they are important for growth
(Weigel, 201x) and enabling wide reach.
Figure 3 Social Media Metric Framework adapted from Murdough, 2009
Goals Objectives Metrics
Deepen relationship
with customers
Achieve a critical mass of
audience through social media
Number of followers
Number of comments posted
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Drive participation
intent
Persuade engagement with
website
Number of click throughs to
website sign up page
Learn from the
community
Uncover common themes Decipher positive and
negative comments posted
References
Table of Figures
Figure 1 Forecast of number of adults playing sport at least once a week, 2009-19 (Mintel, 2014) 2
Figure 2 7Cs Framework adapted from Rayport and Jaworski, 2001...................................................4
Figure 3 Infographic of Target Audience Adapted from Sport England, 2015 ...................................6
Figure 4 AIDA model adapted from ....................................................................................................... 7
