Page 19 - OSEP Management Module 3_Neat

Developing a marketing plan for your club/federation
Just like a strategic plan, the objective of a marketing plan is to provide specific,
measurable guidance to your club/federation related to its marketing activities.
Without a plan, marketing activities are likely to be ineffective, expensive or not
given the priority they need.

Benefits of a marketing plan
• Tells you where the club/federation is going with its marketing.
• Encourages you to think ahead.
• Helps you to use the most appropriate/relevant marketing activities.
• Helps you prepare for change.
• Promotes the efficient use of your human, physical and financial resources.

There are different styles of marketing plans, but they usually include these
headings:
• executive summary — a specific description of the club/federation, the
services you are marketing and the advantages of these services over your
competitors
• current market situation — where your club/federation sits in the marketing
mix
• SWOT analysis — this analysis focuses on the strengths, weaknesses,
opportunities and threats facing the sport in the Pacific and your club/federation
• marketing objectives — outlines the aims of the marketing plan (increased
membership, better facilities/equipment, new services and markets, increased
income, etc.)
• marketing strategies — outlines how you will achieve the objectives of the
plan, perhaps through TV, radio, sponsorship, government grants, etc.
• action plan — shows who will do what, when it will be done, what it will cost
and how it will be done.

OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE