Making Your Cricket Club Happen

1. Making Your CricketClub Happen February 2016 Cricket Scotland Svend Elkjaer Sports Marketing Network

2. Svend Elkjaer A DaneOrganised conferences and tradeshows Lousy manager Now lives in North YorkshirePublished magazinesRather creative

3. Volunteer at rugby club – developing an enterprise at club founded in 1908

4. Sports Marketing Network provides thoughts, tools and to-dos on how to make community sports clubs vibrantthrough the activities and events sports clubs create together with its communities visibleby engaging and communicating with members, users and the community viable – based on the above sports clubs can generate sustainable income

5. Tonight • It’s all about culture, mindset and community • It’s already happening in Scotland • Social/digital media – embrace it • Project CoolCricket – more young people at your club • Overcoming the barriers and make it happen • The three 3 Things

6. 1. It’s all about culture, mindset and community

7. Where is your club…from 1 to 10? • The 9-10s out 10 These are the true ‘community sports enterprises’ who are always looking to improve and grow. They learn from others and share with others • The 7-8s out of 10 These clubs are indeed moving forward. They are willing to learn and appreciate that they are not perfect and need to move with the times • The 5-6s out 10 Often these have a few ‘modernisers’ who are trying overcome the protestations from the ‘diehard’ who can’t accept that the world is changing. These clubs are moving forward, slowly, but need support • The 3-4s out of 10 The ‘walking wounded’ who believe that it’s everybody else’s fault that their club is in decline: Sky, mobile phones, the Government etc.  They rarely turn up any club development events: Why learn anything new! • The 1-2s out of 10 The ‘walking dead’

8. For and with the community Schools Health sector Universities Colleges Your cricket club Community groups Housing Association Police Fire Service Council Local businesses Other clubs/sports

9. Find some local Connectors Identify Connectors both within and outside your club People with a special gift for bringing the world together

10. Take your ball and bat out into your community shopping centres community events housing estates parks

11. Are you a connected club?

12. Or...

13. Clubs must demonstrate • a willingness to change • a welcoming culture • engagement with their community • enterprise drive and skills (becoming financially sustainable)

14. How would Sir Richard Branson run a cricket club?

15. 2. It’s already happening in Scotland

16. Glenrothes CC – social media at the heart of the growth of the club

17. Captains comment and put pictures on Twitter

18. Tagged photos and boosted posts grow impact

19. Follow live matches on

21. Generating £££ @ Livingston CC

22. Galloway

23. Gala CC & Borders Pet Rescue Dog Walk 13th March • 1, 2 or 5k walks • Income shared • Minimum £5 entry • Cricket for youngsters • Dog agility course • Microchipping • Council dog fouling awareness • Local vets involved

24. What can we learn from these clubs?

25. 3. Social/digital media – embrace it • Even if you are a bit afraid of it... just let others do it

26. Change of mindsetDeveloping new skillset From flyers to Instagram….

27. 16-24 year olds are online 30 hours per week That’s 37% of their waking hours

28. Video • Reality and honesty, not ‘PR – flannel’ • Handheld mobile camera, not BBC • Real people, not “A word from the Chair’ • Short and cool, not long and boring • Do it and learn as you go along

29. Instagram • Users share photos and videos from their everyday lives on the platform • 14 million users in the UK • Mobile-based app • Links to Twitter, Facebook, Foursquare, Tumblr, Flickr

30. Facebook • 32 million users in the UK • Facebook is increasingly trying generate £££ • Wide range of age groups (declining for 10 -16 year olds) • A MUST for SGBs, clubs, etc.

31. Email marketing

32. Telling your stories and staying in touch – for free • Free – up to 2000 contacts • Email database • Email templates • Record of ‘opens’ and ‘clicks’ • Automatic ‘unsubscribe’ • Groups, campaigns

34. Snapchat • View video/photo once for a few seconds • If you are targeting teens, then you should seriously consider Snapchat • “Our parents/grandads are on Facebook, we are on Snapchat”

35. A community where photographers share their photos • Not just a ‘graveyard’ for photos • Themes, groups • Again, the more you use and engage, the bigger the benefits

36. SMS and MMS texting • Open rate 98% (emails 30-50%) • Bulk texts @ 3.7 pence + VAT • Webbased • Here and now

37. Simple dashboard

38. 4. Project CoolCricket – more young people at your club • Provide a great social, fun experience at your club • Introducing Young Cricket Ambassadors • Developing Club Social Media Champions • How you can improve School - Club Links

39. So, how welcoming do you think your club is to young people? • We are completely focused on being welcoming, be it towards players, members, supporters and sponsors and we are aware of their different needs and we work hard to satisfy those needs • We are getting increasingly welcoming although not everybody may be as welcoming as we would like. We know how we want to improve and we are working hard to get there • We need to focus less on internal and political issues and more on being welcoming • We rarely talk about being welcoming - do we really know what that is? • We are a cricket club - why should we be talking about being welcoming?

40. The WHOLE experience • Think of the whole experience of joining your club: (Moment Mapping) • Decision to attend • Seek information • Booking • Before • Transport/Arrival • Experience at your club/Session • Do you make them love you • The WOW bits • Follow up (social media) • Ask/listen

41. Welcome to your club?

42. A great social, fun experience Tapeball Involve them Play Don’t be boring!

43. Events: Cricket and... Food & Drink Girls Music Family

44. Engage 2-4 Young Cricket Ambassadors To go to your local schools and youth groups to champion your club & cricket • Increase awareness and interest in cricket in schools, youth clubs and/or communities • Be buddies for new junior players • Promote the positive values of cricket • Be a role model in advocating cricket • Be the young people’s voice in schools, clubs, and communities

45. Supporting your YCAs . Some of the following areas to task your YCAs with: • Leading or assisting coaching sessions • Accountable for registration, taking payments and administrative roles • Improving your communications via social media and spreading the word of cricket • Setting up extra-curricular activities in schools, thus bridging the gap between schools and club • Introducing and regularly delivering cricket into local schools • Organising local fun days, festivals and mini tournaments • Developing a Club Awards Ceremony

46. For and with the community Schools Health sector Universities Colleges Your cricket club Community groups Housing Association Police Fire Service Council Local businesses Other clubs/sports

47. Show your appreciation

48. Who could be your club’s Young Cricket Ambassadors?

49. Developing Club Social Media Champions Select a social media champion (or several) to receive training and support Technical: Cricket Scotland Communications Manager, Ben Fox Implementation Svend Elkjaer, Sports Marketing Network

50. Who could be your Club Social Media Champions?