GYMNASTICS ONTARIOMARKETING & COMMUNICATIONS STRATEGY PROPOSALMaggie Clapperton August 2015 (2nd Interview)

1.APPROACH

Laying our foundation

The Approach What is our purpose? Who is our target

audience? What are our business

objectives? What is our value

proposition? What is our brand

language?

2.STRATEGY

Leveraging our ecosystem

“It is much easier to put

existing resources to better use than to develop

resources where they do not exist.

- George Soros

OUR ECOSYSTEM

GYMNASTICSONTARIO

GCG

OURGYMNAST

SOURPARENTS

OUR COACHE

S

GO MEMBER CLUBS

3.TACTICS

How do we leverage our ecosystem?

Tactics Develop a brand language Observe best practices Relationship building Standardized messaging, tools

and content Social media for parents Social media for kids Integrated plan to engage

schools & school boards Integrated plan to engage

community organizations

1) ONE VOICE, ONE MESSAGE

Gymnastics Ontario as Matriarch

If every gym club is a family then GO can be seen as the matriarch of that family, providing each club with the tools they need to promote the physical and mental benefits of gymnastics.

#SPORTSTARTSHERE

GYMNASTICS IS THE FOUNDATION OF ALL OTHER SPORTS

2) OBSERVE BEST PRACTICES

Best Practices

What has worked for Gymnastics Canada?

USA Gymnastics?

What about other sports organizations?

How can we adapt these successful techniques?

BUILDING RELATIONSHIPS

Marketing Relationships

What do our clubs want?

What do they need from us in order to effectively share the benefits of gymnastics beyond their current members?

3) STANDARDIZED CONTENT & TOOLS

Standardized, Sharable content

This goes back to having “one voice, one message.”

As “matriarch” GO is responsible for creating content and tools that can be leveraged by our member clubs.

https://www.youtube.com/watch?v=UXUsCN67zPE

4) SOCIAL MEDIA FOR ADULTS

4) SOCIAL MEDIA FOR KIDS

6) SCHOOLS & COMMUNITY GROUPS

Integrated Plans for Engaging the Wider Community

Beyond leveraging our current ecosystem, we can eventually develop plans to engage schools, school boards and community groups who emphasize physical literacy.

THANK YOU! Questions?