A more vibrant, visible and viable community sports enterprise

21st June 2012SENscot Glasgow

Svend ElkjaerSports Marketing Network

Sports Marketing Network

provides thoughts, tool and to-dos on how to make sport

vibrant through the activities and events sport creates together with its communities

visible by engaging and communicating with customers, partners and their communities

viable – based on the above sport can generate sustainable income

Community Sports Enterprise...the seven key strands

4. For the community

Community groups

Health sector

Otherclubs/sports

PoliceFire Service

Local businesses

Council

Schools

Housing Association

UniversitiesColleges

CommunitySports

Enterprise

Shared Value for sports clubs and other activity providers

A new kind of partnership, in which both the CSE and the community contribute directly to the strengthening and development of each other

Create Shared Value

Create Shared Value

The 12 steps for creating shared value (1)

Be open to new skills, users,

members, volunteers

and partners

The 12 steps for creating shared value (2)

Discuss and agree

what is your purpose

The 12 steps for creating shared value (3)

Be prepared to be

challenged

The 12 steps for creating shared value (4)

Do an audit of what you

are already doing

with/for the community

The 12 steps for creating shared value (5)

Create an inventory of your assets,

skills,relationships

and expertise

The 12 steps for creating shared value (6)

Draw up a list of your current and potential community partners and their needs

The 12 steps for creating shared value (7)

Identify Connectors both within and outside your CSE

People with a special gift for bringing the world together

The 12 steps for creating shared value (8)

Work out how to

collaborate with other

groups

The 12 steps for creating shared value (9)

Organise the Big Launch

The 12 steps for creating shared value (10)

Take your CSE to your communities:in the parkon the beachin the street in the shopping centrein the office

Go where people are, engage with them and then welcome them

The 12 steps for creating shared value (11)

Set up a Community Board for your club

The 12 steps for creating shared value (12)

Invite ideas and suggestions, set in action

and then follow up

7. Income Generation

Fund-raising is dangerously close to begging

Income-generation is providing a service that has value to your customers

The more you give the more you get…

link up with local, dynamic charities:

raise profilemore peopleadded emotional engagement

Users/Members…a key source of income

Adapt user and membership categories to people’s lives – not just what suits you:

Pay ‘n Play/Come ‘n Go Not just sport (a place where people

live their lives) Bring Granny/Grandad

PEOPLE WILL PAY FOR GREAT EXPERIENCES - JUST ASK

Social pricing – fair for everyone

£ = concessions££ = community£££ = corporate

3,500 people walk 3.5 miles in Harrogate’s St Michael’s Hospice Midnight Walk and raise £150,000

And from South Shields: 22,639 dogs (and their ‘owners’) participate in the Great North Dog Walk and raise £3.2m over 15 years (£500K in 2011)

Hospices run Bark in the Park across Britain

600 people pay £12 for Halloween All-Nighter at

Income streams?

Commissioning (health etc) Informal sport/Pay ‘n’ Play Membership categories: Premium,

corporate, remote, student, part-time?

Events Sporting Social Community

From ASK to EARN – a balanced income model

“Do a Svend!”“Man or woman

who doesn’t smile,

should not run community sports

clubs”

Chinese proverb (from Boroughbridge,

North Yorkshire)

Thank you for your time…

Svend ElkjaerSports Marketing Network5 Station TerraceBoroughbridgeYO51 9BUTel: 01423 326 660Email: svend@smnuk.com