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

2. 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

3. 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 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.

4. 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

5. 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 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 

6. 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

7. 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

8. 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

9. 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 ….

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

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

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

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

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

15. Facebook & Twitter Banners

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

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

18. 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

19. Why Digital?
Affordable
Extremely Targetable
Flexible
Trackable

20. 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

21. Campaign Set-Up – Google Search
You must have a Google Ads account to run any advertising
Open the Ads Manager (
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:
Recommended Google Certification:

22. Campaign Set-Up – Facebook
You will need a club-specific Facebook page to run ads
Open the Ads Manager (
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
Additional Resources:
Quick Step by Step:

23. Tracking and Reporting
Ensure Google Analytics is set up for your website
UTM tag URLS –
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