Marketing Strategy Bonivital Soccer Social Media Social Media Mark¢  Our social media...

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Transcript of Marketing Strategy Bonivital Soccer Social Media Social Media Mark¢  Our social media...

  • Bonivital Soccer Club 100 Sunset Boulevard Winnipeg Manitoba

    www.bonivitalsoccer.com

    February 2020

    Bonivital Soccer Social Media Marketing Strategy

  • Executive Summary

  • Executive Summary

    Our social media marketing strategy is a summary of everything we as an organization plan to do and hope to achieve with the use of social media. It is intended to guide our actions and to be measurable, concise and goal focused. In its basic form, it will let us know whether we are succeeding or failing at achieving our targets. Every post, reply, like, and comment should serve a purpose.

    The marketing strategy at Bonivital is meant to be focused on three basic goals that most successful organizations strive to achieve.

    1. Brand Awareness. Bonivital Soccers marketing strategy will be focused firstly on broadening our brand awareness. In today’s competitive climate for attracting families and players, we must first ensure that our target audience is aware of the benefits of being a member of the Bonivital Soccer Club. From early development opportunities, to the strength of our programs, our top-quality staff, and our sense of community and focus on producing top level players and community ambassadors, we must “push the message” to our target audience in many ways, and social media has become a very successful tool to progressive organizations looking to broaden their reach.

    2. Engagement. Our social media platforms will be used as a tool to keep not only our current members fully engaged and interested in the goings on at the club, but as an advertisement to prospective members about our programs, our successes and the value of being a member of the club.

    3. Community. In recent years, we as an organization have not recognized the importance of maintaining a steady and insightful communication path with the families that call Bonivital home. Our new strategy is to create an exciting and engaged community spirit, both within the soccer community, and the greater civic arena. Engagement with the community breeds success and recognition. In our ever-changing soccer environment, a sense of community and belonging is key not only to our success, but to the growth and well-being of our players.

    These ideals are the focus of our strategy, a strategy that aims to place Bonivital Soccer at the very top of the soccer pyramid within our province. Through Brand Awareness, Engagement and Community, social media platforms provide us with tools for success. We must, therefore, use these tools properly and to their full potential. By expanding, monitoring and adapting our social media presence, we will succeed.

  • Social Media Goals

  • By May 1, 2020, we will have in place the tools to monitor and evaluate our social media progress.

    Key performance indicators

    1 Grow our Instagram followers by 10% monthly

    2 Use Twitter as an Up To The Minute reference, increasing our “tweets” by 10% weekly

    3 Grow our Facebook followers by 10% monthly

    4 Use Mailchimp to issue quarterly Newsletters to keep members up to date

  • Bonivital Soccer objectives

    Business objective Social media goal Metric(s)

    Grow the brand Awareness (these metrics illuminate our current and

    potential audience) Followers, shares, etc.

    Turn customers into advocates Engagement (these metrics

    show how audiences are interacting with our content)

    Comments, likes, @mentions, etc.

    Drive new registrations New Inquiries (these metrics

    demonstrate the effectiveness of our social engagement)

    Website clicks, email signups, etc.

    Member retention Members(these metrics reflect

    how current members think and feel about Bonivital)

    Testimonials, social media sentiment, etc.

  • Target Audience

  • Bonivital Soccer Club New Prospects Developing Players Elite Players

    Who are we attracting? Players new to the area or coming from the recreational leagues

    Current PR2 players looking to continue the pathway to grow the skills and abilities

    The best players will come because we have the most success in our local competitions

    What are their needs? These players will be looking for programs that will challenge them to a higher level

    These players will be looking for programs that will challenge them to a higher level of competition, likely PR1 levels

    These players are looking for the absolute best training and team placements. Many have their eyes on provincial or national placements

    What caused them to search us out?

    Our programs can offer the higher levels of training , coaching and development

    Our programs can offer the higher levels of training , coaching and development, with a pathway to the level they seek

    Success breeds success, and Bonivital is more successful than any other local club

    How are these players currently using social media to interact?

    These players are generally younger, in the U8-U11 range and primarily use Instagram and SnapChat

    These players are generally younger, in the U12-U17 range and primarily use Instagram and SnapChat and texting

    These players are generally younger, in the U12-U17 range and primarily use Instagram and SnapChat and texting

    Are these local community players?

    Generally these players are either new to the geographic area, or current within the rec levels

    These players can be attracted from many geographic location. They will come because they believe they can get the training and successes they desire.

    These players can be attracted from many geographic location. They will come because they believe they can get the training and successes they desire.

    What budgetary levels can these players withstand?

    Budgetary restraints may be present, but not insurmountable

    Historically these players are attracted irrespective of any budgetary restraints, all that matters is achieving the next level.

    Historically these players are attracted irrespective of any budgetary restraints, all that matters is achieving the next level.

    What ratio is expected between male and female?

    These players will historically be 70% male and 30% female

    These players will historically be 60% male and 40% female

    These players will historically be 50% male and 50% female

  • Competitive Analysis

  • Competition Networks active Number of followers Strengths Weaknesses

    WSEU

    FC NORTHWEST

    Phoenix FC

    St. Charles SC

  • Social Media SWOT Analysis Positive Negative

    Internal

    STRENGTHS

    ● Great recent engagement ● Fantastic team implementation ● Amazing content ● Celebrity involvement

    WEAKNESS

    ● Who is to be permanent “poster” ● No historical data to follow ● Low Twitter engagement ● Historically posts were too single team focused

    External

    OPPORTUNITIES

    ● Attracting new players and families ● Increase our value to new sponsors ● Expansion needed to equal or pass competitors

    THREATS

    ● Market segmentation ● Unclear local landscape due to uncertain societal

    changes

  • Social Media Audit

  • We will maintain these accounts: Instagram

    ● What it’s best for: Community engagement ● Target audience: current and potential players ● Types of content we will share: challenges, successes, camaraderie images and videos ● Key performance indicators (KPIs): followers, likes, comments

    Twitter ● What it’s best for: New information and changes ● Target audience: families, usually the parents looking for up to the minute information ● Types of content we will share: registration information, weather changes etc ● Key performance indicators (KPIs): followers, retweets

    Facebook ● What it’s best for: Posting photos, team and player successes ● Target audience: families, usually the parents looking for pictures and team info ● Types of content we will share: photos, player profiles etc ● Key performance indicators (KPIs): followers, likes

    MailChimp ● What it’s best for: Newsletters, general registration info ● Target audience: families, usually the parents looking for information regarding upcoming season ● Types of content we will share: newsletters, registration information ● Key performance indicators (KPIs): opens, clicks

  • We will investigate the following accounts:

    SnapChat ● Not using at present: not enough information available

    Ticktoc ● Not using at present: not enough information available

  • Content Strategy

  • Current posting strategy (rule of thirds)

    The type of original content that we will create and post is: ➢ Player Challenges, engagement videos

    The type of related content we will share is: Our Brand, who we are, items that create interest in Bonivital Soccer Club “the Brand”

    We will post to the following channels this frequently: ➢ Instagram - daily ➢ Twitter - weekly, or as information warrants ➢ Facebook - a few times a week, or as relevant content becomes available ➢ MailChimp - quarterly (newsletters) or as information warrants

  • Analysis

  • What’s working well? Instagram

    ● What it’s best for: ● Target audience: ● Types of con