Page 30 - agb-yearbook-

Principles Principles

Communication
Commercial Technology

We know from our members that a “one size fits all”
Strategy With the launch of our new membership system in approach doesn’t work, we have a complex network 398,000 Live Stream
of audiences and stakeholders, who all need different
September of 2017, we would like to thank all those information at different times. We have been working hard
secretaries – over 800 of you, that have logged into the
Recent changes in the way that Archery GB receives it’s system and have started to use the system to manage your to strengthen our communications provision within the The biggest reach on a live stream was over 398,000.
funding from Sport England and UK Sport has meant that members. The system allows you to add new members, resources we have available.
we need to diversify our income streams. With help from the BBC at our National Series
renew existing members and either pay immediately online
or create a payment summary to raise a cheque or BACS Website Final in September, our live stream reached
In order to reduce our reliance on external funding we have payment. nearly 334,000 Facebook users, whilst also
written and are in the process of implementing, a commercial We have launched our new website, introducing user friendly promoting the sport on Primetime BBC news.
strategy, led by our newly appointed commercial manager. We have also introduced e-cards that can be downloaded navigation, which is fully responsive on mobile and tablet and
We are actively exploring alternative revenue streams and we direct to your smart phone, so as soon as your membership enhanced elements such as the club finder and tournament
are already in conversation with many people and businesses is processed your membership card is delivered direct to your diary. Phase two will be rolled out during 2018.
on this journey towards a more sustainable financial future. phone. Our fans are international
We have also highlighted areas in which we can reduce and cover over 40 countries including
costs and create efficiencies, which we are in the process of As a member you can also log in to your account to update the US, India, Europe, Malaysia and
realising.
your preferences, keep your contact details up to date, enter Indonesia.
tournaments, check that your awards are recorded and the
We have already been successful with bringing in a number expiry dates of any qualifications or Disclosure Barring Service
of affinity partners and we’ll be looking to increase the (DBS)/Protection of Vulnerable Groups (PVG) certificates you
number and type available. Our aim is to work towards hold.
providing a menu of suppliers and services that will enhance
your membership. We hope that you are aware of the Your account is ready and waiting for you –
existing partnerships we have with Volvo Cars UK, along with • If we have your email address, click on the forgotten The age and gender profile of our Facebook users are:
a 15% discount available at Cotswold Outdoor, Snow & Rock password link and set a new password.
and Cycle Surgery. Plus the newly added Whirlpool Privilege • If we don’t have an email address for you or its changed 36% Women
Club, more information is available on the Membership then please raise a support request by emailing 8% 8%
Benefits page of our website. 7% 7%
support@archerygb.zendesk.com
2% 2% 2%
Decision making based on credible insight Over the year we have been moving our systems towards Webinars 13-17 18-24 25-34 35-44 45-54 55-64 65+
being ready for the General Data Protection Regulations and
It’s vitally important that we understand our membership,
we know you are all involved in archery but we don’t know have provided guidance for Clubs, Counties & Regions which Last year saw the introduction of webinars, covering 2% 3%
some of the more detailed information, that can help us can be found at www.archerygb.org/GDPR important areas of our work and interviewing key people 6%
provide a better and more tailored approach to our services, within the organisation. During 2018 we will continue to 11%
communications, tournaments, partnerships and more. As part of these updates, we have also refine and build on the progress made to deliver more 13% 14% 14%
webinars, covering a wide range of key areas. Allowing our 63% Men
updated our privacy policy, which can be members to understand what we are doing and why and
Our approach is to consult with our members, listen,
understand and tailor our activities accordingly, allowing found at http://www.archerygb.org/privacy- most importantly to ask questions and feel engaged in our Instagram has gone from strength to strength, hitting
us to move away from a one size fits all approach. We have policy/ or use the link at the bottom of any of delivery plans. almost 3000 followers. Our highest reach was a slow-mo
adopted this approach in both the coaching and competition our web pages. video of Patrick Huston reaching over 7,000 people. We
review and will continue to do so where appropriate. Social media have followers from all over the world including the US,
2017 was a great year for Archery GB and our social Indonesia, India and Australia.
In addition, we will work with external organisations to media platforms Our Instagram is consistently hitting over the 35k monthly
provide independent expertise to help us with more bespoke target reach and growing each month.
pieces of research. We recently teamed up with a research
company who carried out a two-part survey to analyse and
segment our membership data. We will continue to build our communication platforms and
tailor content to our different audiences. We will be working
Many of you responded to an online survey, which is 13,000 with our volunteers and members to make sure that they
fantastic, this led us to a point where we have a much clearer 2,000 New Likes receive the information they need, utilising technology to
understanding of simple things like how often you shoot, Our Twitter profile deliver via a channel that is most relevant to the them. During
what type of bow style you prefer to more complex issues has nearly 13,800 We hit over 2,000 new 2018 we will be launching an app which allow members to
like shopping habits. This coupled with a more standard data followers Facebook Page likes stay up to date with all the latest news and developments.
segmentation has now provided us with insight that we will < An example of
use to inform our decision making and improve aspects of our e-card
our work.
30 2017-2018 Archery GB Yearbook www.archerygb.org 2017-2018 Archery GB Yearbook 31