Marketing and communications
Generating participation through: Marketing and communications
The marketing and communications driver refers to the messaging and brand of the sport, the channels for communication, and the overall planning of marketing and communications for both internal and external stakeholders.
Consider:
- the consistency of branding throughout the sport
- understanding the communication preference of the consumer.
- the communication preferences for consumer groups
- clear roles and responsibilities around communication within the sport and to consumers.
Sport organisations who do this well will:
- collect and use evidence for communications with consumer groups
- develop messages and materials which are consistent with the organisation's purpose, values and brand
- communicate consumer-targeted participation messages and materials through relevant delivery channels
Examples of SMART performance measures for this driver:
- Brand awareness of the sport’s product(s) increases from X to Y% by 2020
- Consumer satisfaction with the website’s ease of navigation increases from X to Y% by 2020
- Consumer engagement with the sport through social media to increase from X to Y by 2020.
Additional resources
Inform your marketing and communications driver with these resources: