ASC/LSC Joint Meeting Try Curling and Marketing Presentation Judith McCleary Stuart McLean Development Manager Marketing Officer
Background 2002 – 2010 • ‘Come & Try’ sessions hosted at facilities • Financial support from RCCC towards ice fees 2010 • ‘Try Curling’ programme introduced • Domain name purchased to direct people to 1 place for information • Co-ordinated approach with facilities and development groups • Financial support from RCCC towards ice fees • Estimated 2000 participants during 2010 Olympic period (data for 1301) 2012 – present • Review of Try Curling programme • RCCC & WCF DAP investment
Brand • Modern and appealing design • Easy to remember • Works across publicity channels • Programme identity • Promotes website • “Try Curling is an RCCC initiative” underpins relationship with Governing Body
Funding and Support from RCCC Try Curling Packs Try Curling Packs (Participants) • Session Plan • Folder • Name Labels • Beginner Class Flyer • Participant Details Form • Feedback Form • Hotshot Challenge Information • Beginners Guide and League Table • 2 x Try Curling Champions Finance Evening Invitation per Ice Rink • £200 ice + £2 per participant (between 15 Feb and 9 Mar 2014) • Additional £2 if RCCC member by 31 st Dec 2014
Education Try Curling Legacy Conference Adaptive Programme Modules • Volunteers • Introduction to Coaching Wheelchair Curling • Coaches • Introduction to Coaching Vision • Facility Management/Staff Impaired Curling Try Curling Module • 6 Modules • Geographically Spread
Try Curling Tool Kit
Try Curling Media Coverage
Website Statistics Trycurling.com: Feb 1 2014 – Feb 28 2014
UK Audience Trycurling.com: Feb 1 2014 – Feb 28 2014 % of population 0.08 (53.5million) 0.18 (5.3 million) 0.05 (3 million) 0.03 (1.8 million)
2013-14 Try Curling Participants
Pathway 2014 Beginner / RCCC TryCurling RCCC Legacy Follow Up Affiliated Sessions Virtual Club Conference Classes Club
2014-15 Focus Areas Follow-up and retention of Try Curling participants • Beginner Courses • Completion of courses started at end of 2013-14 season • Structured courses (RCCC recommendations) • Virtual Clubs • Adequate ice to accommodate recent Try Curling participants • Direct contact to Beginner Course participants (one contact person only) • Membership forms available at end of Beginners Course with Virtual Club info • Friendlies with suitable clubs to feed into • RCCC membership • £2 to Dev Group / Facility for each Try Curling participant (between 15 Feb & 9 Mar 2014) who joins as a new RCCC member before 31 st Dec 2014 • RCCC administrating the tracking of members (payments will be made in Jan 2015)
Research • Member demographics - number/percentage change of full members, junior members, deceased, new members, satisfaction. • Development initiatives Try Curling, Curling’s Cool, Skill Awards – number of sessions, participants, enquiries, retention rate. • Development Officers – targets, objectives, activities, volunteers. • Clubs - Number/percentage change of affiliated clubs, virtual clubs. • Website Statistics - pageviews, visits, pages visited, location. • Social Media posts – total audience, reach, likes, shares, reposts. • Press Coverage – readership, circulation, cuttings. • TV and Media Coverage – viewer numbers, listeners. • Your Curler – subscriber, open rate, click through, unsubscribes. • Events – number/type competitions, spectators, sponsors. • Investment – sponsorship income, referrals, proposals/applications, revenue.
Member Demographics 40.00% Gender * Age ** 35.00% 63.1% 30.00% Male 36.9% 25.00% Female 20.00% 15.00% 10.00% Aberdeenshire 5.00% Location * Tayside 0.00% 0-20 21-30 31-40 41-50 51-60 61-70 71+ Dumfries & Galloway Lothian 70.00% Employment ** Stirlingshire 60.00% Glasgow 50.00% 40.00% Western Isles 30.00% Highlands 20.00% 10.00% Ayrshire 0.00% Orkney Fife Lanarkshire Renfrewshire & Argyll Perthshire Sources: *RCCC member database **2011 member poll.
Research – Your Curler How do you read Have you ever submitted Your Curler? an article to Your Curler? If not why not? Age Group answered
Branding Scottish Curling and Try Curling are RCCC Initiatives
Skill Awards Resources • T Shirts • Badges • Certificates • Resource Manual
Communications Frequency April 2014 Early 2011 • • royalcaledoniancurlingclub.org (new) Annually royalcaledoniancurlingclub.org (old) • • rcccmembers.org Monthly rcccmembers.org • • Weekly Member postal mailing Press email list • • RCCC Annual Email News • • AGM Member postal mailing • • Ice Rink Notices RCCC Annual • • Newslink AGM • • Weekly Your Curler Ice Rink Notices • trycurling.com Daily • Social Media: Hourly - Facebook - Twitter - YouTube - Flickr • scottishcurlingtrust.org • Britishcurling.org.uk
Communication Process Who is the target audience? What are the key messages? How do we deliver? • • Member Clubs and What is the call to action? • Associations What do I want people to • Individual players, coaches know? • and officials What is the context/is it right • Sponsors and investors for RCCC? • • Suppliers Who are we trying to reach • Partners, local authorities, ice and when? • rinks What is the time frame? • Media • Internal - RCCC staff • Public
Global Audience royalcaledoniancurlingclub.org: Jan 1 2013 – Dec 31 2013
UK Audience royalcaledoniancurlingclub.org: Jan 1 2013 – Dec 31 2013
Website Statistics royalcaledoniancurlingclub.org
Fundraising 2013-14 Grant Funders Title Sponsors Sponsors Advertisers A.M. Ross Family Foundation
Sponsorship Announcement OVD RUM - Title Sponsor of the 2015 Scottish Curling Senior Championships
End
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