Before you start your campaign there are some important strategic decisions to be made, such as:
- deciding on your target audience
- deciding on your campaign objective
- deciding your campaign budget
If you don’t decide the answers to these in advance then it will come back to bite you later on.
Target audience
Working in sport and activity we’re very lucky because there is some fantastic segmentation work available. The main ones are Sport England’s 19 adult segments, and the 6 Department of Health family segments, which are all available through promotingactivity.com. Using these tools you are able to identify:
- which segments are most common in your area
- which segments are most likely to play your sport or do your activity
- which segments are least active
Using these three pieces of information you can make an informed decision about who to target.
Campaign Objective
One of the key things that people get wrong when running campaigns is not setting a definite objective in advance. People sometimes set a woolly and ill-defined objective, such as ‘increase awareness’. By setting a SMART (Specific, Measurable, Achievable, Relevant, Timed) goal you make your entire campaign more focussed.
Budget
Budgets are sometimes a tricky subject. However it’s essential to plan a budget designed to help you effectively reach your goals. If you don’t have as much money as you need then you might need to cut back your objectives.
Because we are experienced in running activity marketing campaigns we know what a reasonable budget is and can make recommendations. Rest assured that we will never increase these costs unnecessarily; all our suggestions will be based on what is best for you.
How Make Sport Fun can help
Because all we do is run activity marketing campaigns we have lots of experience in what works, what’s realistic, and where you should best focus your efforts. We are therefore ideally placed to help you to plan your campaign.
