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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.
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?