Marketing Update - Cat Adams

PFC Marketing August 18th 2016

Focus Areas1. Social Media

2. Sponsorships

3. Function Centre

4. Membership Growth

5. Membership Retention

6. Membership Engagement

7. PR and Profile

8. Branding

9. Marketing

Social MediaObservations• Facebook 👍• Twitter and Instagram 👎• Snap Chat 😐• LinkedIn 👥

Recommendations• Social media strategy & digital content strategy• LinkedIn profile • YouTube • Facebook promotion & advertising

Actions• Social Media Policy• Brand Twitter page • Demons Instagram• SM Image bank

SponsorshipsObservations• High average• Sales approach• Many $ : Few $$$

Recommendations• Sponsorships sales strategy • Sponsorship Workshop• Sponsorship sales toolkit• Revise tiers • Reduce total sponsors • Sign high value longer term

Function CentreObservations• Marketing materials• Website• Branding

Recommendations• Address website• Online info pack• Re-design materials• Social Media• Listings

Actions• Webpage• Online PDF• Material re-design

Membership GrowthObservations • Database under utilised • Ad hoc approach • Copy heavy

Recommendations• Refine club messaging• Launch purpose, core belief and vision in 2017• Community engagement strategy • EDM and database management• Themed games & grants• Marketing budget and plan

Actions• Mail Chimp comms• Subscription module online• Collect emails

Membership EngagementObservations• No member activity/behaviour records• Min WAFL game day standards • Website SEO• Pre-game emails• Losing members and supporters

Recommendations• Pre-game emails • Website audit• Google Analytics • Signage production • Game day information flyer

Actions• Game Day Information page

Membership Retention

Observations• 2016 proves engagement • Membership value• Requires proactive engagement

Recommendations• Restructure memberships • Ezi-debit• Rewards programme• Electronic cards• Research • Analysis and strategy

Actions• Sales analysis report supplied• Membership recommendation

PR & Profile

Observations• Reactive approach• Purpose and Vision• Content copy heavy • Football ops staff

Recommendations• PR partnership• Single writer / editor.• Shorten news articles • Touch points consideration• Staff bios a• Club mascot

PR BRAND

MARKETING

Awareness & Intent

★

Branding

Observations• Dating logo • Reference AFL• Style guide

Recommendations• Create style guide • Logo refresh.• Font• Colours• Merchandise designs

fonting right

MarketingObservations• Target audience knowledge• Accountable budget and plan • Digital media• WAFL efforts

Recommendations - ties to Membership • Target audience definitions. Consider -

• media habits• merchandise • memberships • target

• Channel plan• Digital content strategy• Club collaboration

Documents Supplied 1. Phase 1 - Social Media, Sponsorship and Function Centre

2. Phase 2 - Membership Growth, Engagement and Retention

3. Phase 3 - Profile, Branding & Marketing

4. Function Centre

1. Function Centre Food & Beverage Menu

2. Lathlain Function Centre (Overview of services offered)

3. Lathlain Function Centre Web Copy

5. Marketing Calendar V1 (proposed marketing plan 2017 season)

6. Merchandise Sales Analysis (profit & margin)

7. Membership Change Recommendations

8. Game Day Information page copy and images

9. Presentations

1. West Coast Eagles

2. Curtain University

3. Banksia Hill

10. Social Media Policy