1. Marketing Your Training Centre Inland Waterways Instructor Conference 2013

2. Protecting your Rights, Promoting your Interests Topics for this workshop 1.What is marketing? 2.How to market your Training Centre 3.Who are you marketing to? 4.Writing a Marketing Plan

3. Protecting your Rights, Promoting your Interests What is marketing? Marketing is the process of performing market research, selling a product/service to customers and promoting them via advertising It is an integrated process through which companies build strong customer relationships, creating value for customers Being able to promote your Training Centre to the right people in the right way is crucial to its future

4. Protecting your Rights, Promoting your Interests Marketing Mix Product Price Place Promotion

5. Protecting your Rights, Promoting your Interests Product What is your Unique Selling Point? –New boats? How do you add value to your product? –Free lunch? What accreditation to you have? Who has recommended you? When can I take my course with you?

6. Protecting your Rights, Promoting your Interests Price What does it cost? Special deals? How does this compare to other TCs?

7. Protecting your Rights, Promoting your Interests Place What is your location? Where can people find and buy your product? –Face to face –Post –Phone –Online

8. Protecting your Rights, Promoting your Interests Place - First impressions Shop front Website –Examples

9. Protecting your Rights, Promoting your Interests Promotion Recommendation PR Branding Social media E-newsletters/Newsletters Texts Advertising – radio, local press Website

10. Protecting your Rights, Promoting your Interests Public Relations (PR) – what is it? Raising public awareness using print, broadcast and online media and other relevant bodies to publicise good news stories and events

11. Protecting your Rights, Promoting your Interests Public Relations opportunities Event at your Training Centre – open day Staff or volunteers Sponsorship or fundraising Customer stories Visits

12. Protecting your Rights, Promoting your Interests Branding Branding is the term to describe the design and logo that identifies your organisation Branding assists the public in identifying you A strong brand can build recognition for your Training Centre, while improving your profile within the community. What is your Training Centres brand identity?

13. Protecting your Rights, Promoting your Interests Social media – do we need it? http://www.youtube.com/watch?v=ZQzsQk MFgHE

14. Protecting your Rights, Promoting your Interests Facebook Setup a facebook page Invite your friends to like your page Their friends will see that they like your page Setup a facebook event – open day Invite your friends Ask your friends to invite their friends Link to your website

15. Protecting your Rights, Promoting your Interests Twitter Make a list of useful people to follow and who you want to follow you Follow them Ask them to follow you Regular tweets – what are you doing – what is coming up Ask for re-tweets Link to your website

16. Protecting your Rights, Promoting your Interests YouTube Second most popular search engine in the world What comes up when you type in your Training Centre?? Create a simple introduction to your Training Centre and upload it Videos on a webpage = 10 x more hits

17. Protecting your Rights, Promoting your Interests E-newsletters/newsletters Existing customers Tell them about – –What is happening –Why they should come back –Why they should recommend a friend – incentivise?

18. Protecting your Rights, Promoting your Interests Who are we marketing to? What do your customers look like?

19. Protecting your Rights, Promoting your Interests Markets segments Sport England and Experian has developed 19 sporting segments Helps you identify who your potential customer is What they want - motivations and barriers Best methods of communicating with them Web tool to analyse segment population at different geographic levels

20. Protecting your Rights, Promoting your Interests More info here - http://segments.sportengland.org/querySe gments.aspxhttp://segments.sportengland.org/querySe gments.aspx http://www.rya.org.uk/coursestraining/reso urces/Pages/Knowingyourcustomer.aspx

21. Protecting your Rights, Promoting your Interests Marketing plan 4 Ps Where do you want to be? How are you going to get there?

22. Protecting your Rights, Promoting your Interests Your Marketing Plan – write it down! WhatHowWho/ Cost Timing RYA coursesWebsite – list dates + setup online payment Facebook page GB £0 Begin Jan Begin Feb Open day 11 th June Facebook page Website Press release local media Invite ex customers + their friends + family GB £0 GB £? GB £0 On-going updates Begin May On-going updates

23. Protecting your Rights, Promoting your Interests You are not on your own! RYA Guide to social media RYA marketing your club webpages RYA PR Toolkit

24. Protecting your Rights, Promoting your Interests Summary Price Product Place Promotion Who are you marketing to? Resources

25. Protecting your Rights, Promoting your Interests Questions? gareth.brookes@rya.org.uk 07876 330136