Here are some examples of campaigns we’ve run that engaged inactive people
Bucks County Council asked Make Sport Fun to run a campaign to engage their adult population. This launched in May 2016.
- So far over 1500 people have signed up
- 70% are insufficiently active when they register
- 77% are women or girls
- 57% of people are more active 1 month after registering
Inspired by the results of the over 65s campaign we ran, Chichester District Council asked Make Sport Fun to run another campaign to engage inactive 35 to 55-year-olds living in Chichester District.
- 258 people signed up for a free voucher
- 25% were inactive when they registered
Sport England’s Youth Insights Pack highlights that in order to change the behaviour of inactive young people and increase their participation levels we need to understand their attitude to sport.
Penny Woods (Sports Development Manager at Energize Me formerly Sport Hampshire & IOW) was therefore keen to learn more about 13-15 year olds, their attitudes to sport and how to engage them.
We analysed 23 existing research reports and wrote marketing plans for girls and boys aged 13 to 15 and 16 to 18.
Based on the insight we had developed in the first stage of the project we devised a pilot campaign. The objective of this was to test how to apply those insights in the real world.
Wandle Valley have various free activities they are running for residents. They are really great activities, but most of them are only half full. They got in touch after they came to our webinar on How to engage inactive people and asked us to set up a Facebook ad campaign for two of their weekly walking groups.
- 110 new enquiries
Penny Woods, the Sports Development Manager at Energize Me (formerly Sport Hampshire & IOW) asked us to run a campaign to engage inactive 16 to 25 year olds living in Hampshire.
First of all we collected details of 1000+ activities taking place each week across Hampshire who were willing to offer their first session for free in order to attract more people.
As this is such a hard audience to engage we needed to test a range of approaches to find one that was successful.
We’ve run over 100 training workshops showing people how to engage inactive people through marketing. They get an average feedback of over 9/10. Here is an example of one we’ve run recently.
Alison Burford (Sport & Health manager at Vision Redbridge Culture and Leisure) hired us to run the ‘How to engage inactive people’ workshop.
In the morning session we discussed:
- people’s biggest frustrations with marketing to engage inactive people
- why it’s hard to engage inactive people
- the two types of marketing (brand v. direct marketing)
- what marketing messages, tactics and imagery work for engaging inactive people.
In the afternoon we worked through a few practical examples of their projects, and how they could implement these ideas in practice.
We’ve since stayed in touch with the team for a few months and helped them to implement the Facebook ad tactics that we covered on the day.
Facebook Ad webinar
If you’re interested in learning more about how to use Facebook Ads to engage inactive people from hard-to-reach groups then you can sign up for our free webinar. In it we’ll cover these steps in more detail and give you a step-by-step guide to setting your ads up.