PRO-ACTIVE West London has recently used www.promotingactivity.com to develop a funding application to Play Sport London with local councils and other bodies involved in promoting sport and physical activity across the West London area.
PRO-ACTIVE West London has been responsible for managing £16,000 of funds from the London Development Agency’s Play Sport London funding and has also received £3000 from NHS London to train up interested parties in using the toolkits available on www.promotingactivity.com, which enable users to target specific sections of the community and tailor the activities they offer accordingly. Training sessions were held at Brunel University and various other locations across the area – including Wembley Stadium and Chelsea and QPR football clubs.
The aim of the sessions was to give interested parties the skills necessary to use the toolkit and market their sports activities effectively. PRO-ACTIVE West London then worked with Local Authority Sport Development teams to develop projects, utilising the toolkit, for the Play Sport London Funding. The Play Sport London projects had to show the PRO-ACTIVE West London team evidence of how the toolkit had been used to identify target groups and that sports and activities had been chosen that would appeal to them.
“We saw promotingactivity.com as a great way of supporting our funding application to the LDA and as an initial step we received training in using the site toolkits ourselves, skills that we were then able to pass onto others through our training sessions,” explains Jemima Morris, Partnership Manager at PRO-ACTIVE West London. “The marketing segmentation toolkits are a fantastic way of identifying particular demographic groups and their prevalence within a geographical area, which in turn allows for an informed choice of activity and carefully targeted marketing campaigns. We wanted to see evidence of how the toolkits had been used in the projects and what the results were – this showed us that the money would be put to good use. All the proposals were different but this was a key element in the success or otherwise of the projects – in short, we showed them how to use the tools to do the job, but we wanted to see that these had been used effectively.”
The PRO-ACTIVE West London team also offered ongoing support to the Local Authority Sport Development teams in using the marketing tools on promotingactivity.com, including which marketing channels would work well with particular target groups and the best messages to use to promote their sport or activity programme effectively.
PRO-ACTIVE West London is based at the Uxbridge campus of Brunel University and is involved in co-coordinating the delivery of sport and active recreation across the West London sub-region. Its aim is to increase participation in sport and physical activity at all levels for people in Brent, Ealing, Hammersmith & Fulham, Harrow, Hillingdon and Hounslow.
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