Marketing Your Programs Lisa Arai Skate Canada Maggie Muldoon Media Plus Advertising

Presentation Overview Marketing Opportunities Club Website Community Local Marketing Introduction to CanSkate Marketing Toolkit Digital Landscape in Canada How to Set Up Google Search How to Set Up Facebook Tracking & Reporting

Marketing Overview Marketing is promoting products or services to meet the needs of consumers What does your Club offer? CanSkate - skating fundamentals for all ice sports  STAR 1-5 - figure skating fundamentals CanPowerSkate – specialized skating skills for hockey and ringette Who is your target market for each program? Depends on your community. Tailor your message based on program and target market.

Club Website Powerful marketing tool Ensure clear navigation with brief consumable chunks of information Elements to include:  Name, address, map, hours of operation Overview of services, prices, availability Social media links Personalize Focus communication on your top 3 target markets

At Your Club Logo is visual representation of your club brand Be consistent and include everywhere Skate Canada will produce a dual logo for interested Clubs.  Arrange through Membership Services. Example: Focus communication on your key program target markets Build email newsletter to communicate with your audiences.  Include updates on events, accomplishments and appreciation.   Merchandise – offer branded club merchandise for registrants to purchase Ensure all staff are branded 

In the Community Local media Get to know the local media Share unique and newsworthy information (key registration periods, upcoming events, accomplishments) Find and reach out to your community neighbourhood connections Other child and sport focused organizations  Local online listings, Mom blogs, community listing guides Chamber of Commerce, Early Years Centre, Parks & Recreation Post posters in key locations. Participate in community events

Promotion Open House for public to see programs in action before key registration periods Demonstration during Junior hockey games  Early registration discount or draw for club wear Discounted branded merchandise for registrants Partners with local business for discount coupon for sign up Local restaurant offering free "X" with purchase Program during PA Day

Local Marketing At the arena Pull up banner, brochures Bulletin board poster about programs & key information Word of Mouth Advertising Powerful and credible Ask registrants to share WOM about upcoming registration periods, events Leverage existing relationships Ask for referrals, keep suppliers up to date Posters at grocery stores, community centres, coffee shops Investigate paid advertising opportunities such as social media advertising, print ads

CanSkate Marketing Toolkit Templates available to customize to your clubs using the Skate Canada branding for CanSkate Creative includes poster template and digital templates in English and French The following are steps to access the Marketing Toolkit through Info Centre ….

Info Centre @ skatecanada.ca Step 1 - Select PROGRAMS at Info Centre Trouble with log-in? Contact Membership Services.

Info Centre @ skatecanada.ca Step 2. Select CANSKATE from list of Programs

Info Centre @ skatecanada.ca Step 3 –Select MARKETING TOOLKIT (#8 under Contents)  

Marketing Toolkit Includes … - Poster template - Bulletin board ad - Newspaper ad - Flyer

Web Banners Sizes: 300 x 250 336 x 280 728 x 90 970 x 250 250 x 250

Facebook & Twitter Banners

STAR Poster Poster 8.5 x 11” * Available through Membership Site / Materials

CanPowerSkate Poster Poster 8.5 x 11" Poster 11 x 14" * Available through Membership Site / Materials

Digital Landscape in Canada Digital media growth is strong and expected to continue Total digital media spend in Canada is higher than radio, print and television combined New ad units are continually introduced and digital has lots of possibilities Today let’s focus on what can be done at a club level

Why Digital? Affordable Extremely Targetable Flexible Trackable

Best Options for Your Club    Google Display Network Banner ads    Search (Google, Bing etc..) Reach users specifically looking for your service    Social (Facebook, Twitter, Snapchat, Pinterest etc..) Reach users directly in their social platforms Highly targetable Our Recommendations: Google Search and Facebook

Campaign Set-Up – Google Search You must have a Google Ads account to run any advertising Open the Ads Manager (https://ads.google.com/intl/en_ca/home/) Create a new campaign Select your “Type of Campaign” (For Search you want “Website Traffic”) Select your “tactic” (Select “Search”) Follow the step-by-step process of filling in information for who you want to reach and what you want to spend Build out your keyword list (be specific, think like a consumer looking for your service. i.e Learning to Skate, Skating Lessons, Power Skating, Figure Skating etc..) Create your ads (recommended: 3-5) Create additional ad groups as needed - each program with its own ad group Additional Resources: Quick Step by Step: https://www.entrepreneur.com/article/237212 Recommended Google Certification: https://academy.exceedlms.com/student/path/9098-google-ads-search-certification

Campaign Set-Up – Facebook You will need a club-specific Facebook page to run ads Open the Ads Manager (https://www.facebook.com/adsmanager) Create a new campaign Select your “marketing objective” (recommended: “Website Traffic”) Follow the step-by-step process - filling in information for who you want to reach and what you want to spend Create your ads (recommended: 3-5) Requires: Images and Text (exact requirements can be found at https://www.facebook.com/business/ads-guide/image/facebook-feed/traffic) Additional Resources: Quick Step by Step: https://www.entrepreneur.com/article/237212

Tracking and Reporting Ensure Google Analytics is set up for your website UTM tag URLS – https://ga-dev-tools.appspot.com/campaign-url-builder/ Monitor performance in the Ads Manager accounts Keep an eye on cost and results With digital, investments can start small and get bigger as you see results Use findings to shape future campaigns and invest dollars where you see the highest return on investment