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Tennis…Play and Stay Increasing Tennis Participation Worldwide. Communication / Promotion/ Marketing / Branding. Recognised that this is crucial ITF decided to invest in developing designs/logos/templates of posters;brochures;websites etc

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communication promotion marketing branding
Communication / Promotion/ Marketing / Branding
  • Recognised that this is crucial
  • ITF decided to invest in developing designs/logos/templates of posters;brochures;websites etc
  • Expert advice on how best to communicate the messages to the target audience

- Coaches of starter players

- Prospective players

the project can have a big impact
The Project can have a big impact!
  • If the ITF,the major nations ,the manufacturers and the coaching bodies are promoting the same simple message/initiatives:

- Change the way tennis is introduced by coaches

- Change the way the sport is viewed by prospective players

marketing branding communication
Marketing, Branding, Communication
  • ITF Communication Department under Barbara Travers
  • Sara Acworth- ITF Consultant
  • Previously worked for LTA
  • Involved in branding and communication of Mini Tennis
  • Brenden Sharp will demonstrate the website
branding and marketing
Branding and Marketing

Background

  • Having created the product…….
  • Important to create a strong identity
  • And a campaign that can be recognised worldwide
  • And used flexibly in nations around the world
branding and marketing1
Branding and Marketing

Setting the Context

  • Competition
    • Other sports
    • Consumer sports brands set the benchmark
    • Lifestyle changes: time for sport reducing
    • Other activities: digital age, 24/7 shopping
branding and marketing2
Branding and Marketing

Setting the Context

  • Market place
    • International, one size fits all?
    • Current situation/tennis needs will vary country to country
  • Target audience
    • Common message
  • Positioning the sport
    • In an inviting way for the consumer
    • Making it attractive and rewarding for the coach
    • As easy, fun and healthy
branding and marketing3
Branding and Marketing

Keys to success

  • Ensuring the buy in of the participating nations
  • Successfully selling the concept to the coaches who will be the deliverers of this programme on the ground
  • Creating a framework that is flexible enough for other territories to adapt
  • Providing practical tools for the nations to use
  • Building on the good work of the federations
branding and marketing4
Branding and Marketing

Examples of good practice

branding and marketing5
Branding and Marketing

Target audience

  • Coaches of starter players
    • Who want to attract and retain more players.
    • Who need a practical programme that is easy to use within their own lessons.
    • Who need a means of selling tennis to their tennis customers
  • Directors of Coach Education and participation experts in the National federations worldwide who we are relying on to adopt and support this programme and to incorporate the messages into their coach education
  • The manufacturers, who will play a part in promoting the programme via the messages they give in promoting and selling their tennis equipment.
  • Prospective players: starter players or lapsed players
branding and marketing6
Branding and Marketing

Key messages

Headline positioning

  • Tennis is fun if you serve, rally and score from the first lesson
  • Tennis is easy if you use the right ball (slower red, orange and green lower compression balls)
branding and marketing7
Branding and Marketing

Key messages

Supporting positioning

  • Tennis is healthy for your body and your mind.
    • Research shows that playing tennis regularly increases general health, aerobic fitness, flexibility and suppleness as well as improving decision making and problem-solving skills
  • Tennis competition can be fun
    • There are competition formats and scoring systems that suit all standards and lifestyles
  • Tennis is a sport for all.
    • As one of the most widely played sports in the world, tennis, can be played by anyone, whoever they are and whatever their age. Any player who can serve, rally and score should have a rating
branding and marketing8
Branding and Marketing

Process for the ITF

  • Write and agree draft marketing plan
  • Select and brief design agency
  • Create core elements of the identity – logo, font, etc.
    • Make sure the identity is universal
    • Non player specific
    • Not reliant on imagery
    • Can be translated
    • Easy to print and use
    • Doesn’t look like anything else in tennis
  • Bring elements to life through marketing resources
  • Translation
  • Create guidelines
  • Implementation
branding and marketing12
Branding and Marketing

How to use the resources

  • Decide internally on how much you want to integrate the programme either to support and reinforce an existing national programme or help drive the launch of a new one
  • Create a roll out programme (see marketing plan for reference)
  • Use CD of guidelines or see the website for downloadable resources
branding and marketing13
Branding and Marketing

Stages of roll-out

  • Convince your staff locally to commit to the programme
  • Deliver Play and Stay to the coaches with supporting resources
  • Ensure your existing tennis audience know about the programme (they may act as your mouthpiece)
  • Extend the Play and Stay message to prospective players
  • Translate and adapt messages/posters/leaflets
branding and marketing14
Branding and Marketing

How to use the resources

  • Italian poster
slide21
Marketing and Communications

Some ideas for communicating the Play and Stay message

Marketing to coaches

  • Use websites to tell coaches and tennis players about Play and Stay
  • Use ITF coaching website and e-mail monthly newsletter.
  • Feature Tennis…Play and Stay at National Coaching conferences and coach workshops
  • Include Tennis…Play and Stay in coach education courses and regional and Worldwide Coaches conferences
  • Involve coaches to give feedback to help them feel included
  • Adverts in national coaching publications/national federations
slide22
Marketing and Communications

Marketing to existing players

  • Promote “tennis competition can be fun” at tournaments with leaflets, posters and court side banners
  • Promote Tennis…Play and Stay at all ITF events including Davis Cup and Fed Cup
  • Include a regular feature on your website
  • Feature Play and Stay in your newsletters and publications
slide23
Marketing and Communications

Marketing to prospective players

Prospective adults

  • Create an adult programme (France)
  • A tennis fitness programme is a great way to attract health conscious customers (Cardio Tennis)
  • Get stories in consumer lifestyle publications

Children

  • Create club programmes around Red, Orange and Green
  • Promote Tennis is Easy, Tennis is Fun via schools packages and teacher training courses
  • Develop a national schools tennis package consisting of rackets, balls, nets and CD-rom (Tennis Australia suggestion).
  • Take the programme out on the road: to shopping centres, other events
slide24
Marketing and Communications

Using the Media

  • Work with local tennis magazines to create a feature possibly with support of local tennis celebrities
  • Use the Tennis is healthymessage as a hook for lifestyle/non tennis publications
  • Invite inspirational coaches to support Play and Stay via the press
  • Let journalists experience the programme: serve, rally and score using the slower balls
  • Get your high profile players and coaches to endorse the programme for use around televised events
slide25
Marketing and Communications

Tennis Manufacturers

  • We have designed this programme to work at retail as well as at coach level
  • The ITF is open to working with manufacturers to deliver resources, which help them sell more kit and gets more people playing
slide27
Marketing and Communications

How can we help you with your roll-out?

  • Other resources
  • Help you with your marketing plans
the launch
The Launch
  • June 20th
  • Tunis
  • Le Meridien Hotel
branding and marketing16
Branding and Marketing

How to use the resources

  • Spanish Leaflet
the launch1
The launch
  • Press Conference
  • Presentation during AGM assembly
  • Manned area in the lobby with materials displayed
  • Mini court set up nearby
slide31
Computers showing the website
  • DVDs playing….best practice
nations coinciding with itf launch
Nations coinciding with ITF launch?
  • Roland Garros before?
  • Wimbledon After?
  • Players support?
marketing and communications
Marketing and Communications
  • Coaches
  • Existing Players
  • Prospective players
    • Adults
    • Children
delivery
Delivery
  • ITF
  • The National Federations
  • The Manufacturers
  • The Coaching Bodies
  • The Regional Associations
marketing and communications1
Marketing and Communications

ITF Promotion

  • ITF website
  • AGM launch
  • Davis Cup
  • Fed Cup
  • Tennis Masters Cup (put in a story)
  • ITF World
  • ITF This Week
  • Other ITF events
  • Key journalists
slide36
Marketing and Communications

Some ideas for communicating the Play and Stay message

Marketing to coaches

  • Use websites to tell coaches and tennis players about Play and Stay
  • Use ITF coaching website and e-mail monthly newsletter.
  • Feature Tennis…Play and Stay at National Coaching conferences and coach workshops
  • Include Tennis…Play and Stay in coach education courses and regional and Worldwide Coaches conferences
  • Involve coaches to give feedback to help them feel included
  • Adverts in national coaching publications/national federations
slide37
Nations

What will make Play and Stay successful?

  • Your support locally
    • Buy-in of federation staff
    • Time spent delivering and communicating the programme to coaches
    • Banners on your website
    • Adverts in your Davis Cup programmes
    • Play and Stay activity at your major events
  • Support of the major nations
    • Play and Stay activity in Play zones
    • Representation in Federation’s official areas/press office
    • Adverts in the event’s programmes
    • Opportunity to brief the press
slide38
Marketing and Communications

Marketing to existing players

  • Promote “tennis competition can be fun” at tournaments with leaflets, posters and court side banners
  • Promote Tennis…Play and Stay at all ITF events including Davis Cup and Fed Cup
  • Include a regular feature on your website
  • Feature Play and Stay in your newsletters and publications
slide40
Federations

Marketing to prospective players

Prospective adults

  • Create an adult programme (France)
  • A tennis fitness programme is a great way to attract health conscious customers (Cardio Tennis)
  • Get stories in consumer lifestyle publications

Children

  • Create club programmes around Red, Orange and Green
  • Promote Tennis is Easy, Tennis is Fun via schools packages and teacher training courses
  • Develop a national schools tennis package consisting of rackets, balls, nets and CD-rom (Tennis Australia suggestion).
  • Take the programme out on the road: to shopping centres, other events
slide41
Nations and ITF

Using the Media

  • Work with local tennis magazines to create a feature possibly with support of local tennis celebrities
  • Use the Tennis is healthymessage as a hook for lifestyle/non tennis publications
  • Invite inspirational coaches to support Play and Stay via the press
  • Let journalists experience the programme: serve, rally and score using the slower balls
  • Get your high profile players and coaches to endorse the programme for use around televised events
slide42
Marketing and Communications

Tennis Manufacturers

  • Incorporate the message of Play and Stay into their marketing material
  • Use their contracted players to help promote the programme
  • Improve Distribution
  • Use the stamp of approval: As recommended by theInternational Tennis Federation
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