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Cover slide Sydney Track Classic Local Media and Marketing Plan Executive Summary

Cover slide Sydney Track Classic Local Media and Marketing Plan Executive Summary Prepared by Tim McGrath and David Byrne for Athletics NSW. Sydney Track Classic Positioning Statements.

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Cover slide Sydney Track Classic Local Media and Marketing Plan Executive Summary

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  1. Cover slide Sydney Track Classic Local Media and Marketing Plan Executive Summary Prepared by Tim McGrath and David Byrne for Athletics NSW

  2. Sydney Track Classic Positioning Statements The Sydney Track Classic, as an event owned by Athletics NSW and conducted in conjunction with Athletics Australia, must always be more than just the Sydney meet of the Australian Athletics Tour. The Sydney Track Classic is, and must remain, Australia's premier athletics meet. To enhance its reputation as the premier athletics meet in the country, the Sydney Track Classic must: • Be an event which has a high level of engagement and sense of ownership amongst the Athletics NSW membership • Actively engage other segments of the NSW athletics community • Continue to lead the way in promoting athletics as an entertainment property • Be innovative and not contrained by conservative thinking • Be the meet which all elite athletes in Australia want to compete in • Present itself professionally to target markets and to the media • Maintain its world class standard of officiating, including use of technology • Be open and transparent, within the constraints of behaving as a corporate entity applying due diligence

  3. Area Measure 2010 Performance 2011 Target How we will achieve Meet status(utilising All-Athletics.com scoring and rankings based on IAAF tables) Ranking with respect to Australian meets Best meet in Australia Best meet in Australia The most uncontrollable element of the meet, but enhanced by recruiting strong fields (AA responsibility) and by creating atmosphere via a large crowd and good timetabling and meet presentation. Ranking with respect to the world 52nd best meet in the world Top 50 in the world Athlete performance 80631 points ≥ 80631 points Crowd Number of spectators ~3500 ≥ 5000 Marketing Plan Promotion of athletics TV coverage Not broadcast Broadcast post meet Liasion with AA Media Not monitored • Local newspaper coverage for 50% of competing NSW athletes • Supplement AA engagement of mainstream media across all platforms Focused 6 week PR campaign Spectator engagement Market research Annecdotal feedback Professional research Post event questionnaire and review across key market segments Event Targets

  4. Sydney Track Classic Market Segments General Sporting Public Recreational Running Community Little Athletics Community Former ANSW Members ANSW Members • Core athletics community • Need to be engaged and feel ownership of the event • Key drivers of event success Current Focus • Previous connection with event/sport • Retention as spectators • Recruit as new customers of the event • Family and participation focused and aspirational • Participate on user pays basis • Highly segmented & unregulated • Premium on value Long Term Goal • Demand entertaining product • Media/PR driven

  5. Key Marketing Strategies Dedicated meet website (www.sydneytrackclassic.com), serving as vehicle for: • Meet information • Editorial content • Sales platform Segmentised email campaigns utilising Athletics NSW and Little Athletics NSW membership databases Innovative use of social media, including custom Facebook page and Twitter feed Media releases targetted at local newspapers Low cost, highly focused advertising channels Athlete engagement (virtual and real-world appearances) Establish relationships with key mainstream media Retention of spectators at conclusion of opening day of Little Athletics State Championships

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