If you’re like most people I talk to then you have activity sessions which aren’t always full, it’s difficult to reach certain groups (e.g. over 65s) and you need to dramatically increase participation. These are all good reasons to run a marketing and behaviour change campaign. These campaigns are incredibly targeted to the specific audiences you want to reach, they can fill your existing activity groups and they’re more cost effective than putting on new activities.
Be incredibly targeted
You don’t just want to get people active, you want to reach the right audience. We use our planning tools to help you identify who your audience is, where they live and how they communicate. So we can target individual segments or geographical areas with our campaigns. Do you just want to get Normas (56-65 year old women from deprived areas) active? Maybe just Normas in the western half of the city? No problem. Do you just want to promote badminton to 18-35 year old women. We use a combination of the Sport England segmentation, databases, targeted marketing to reach these very precise audiences. For example we ran a campaign in East Riding which only targeted Roger and Joys (56-65 year old men and women from less deprived neighbourhoods) who lived within 20 minutes of one of their 7 leisure centres, and we’re currently running a campaign in Chichester to reach over 65s from more deprived areas (Elsie & Arnold and Frank segments).
Fill your existing groups
Our campaigns link members of the public with the ideal activity for them, including your existing activities, sports clubs, active travel and anything else they might want to do. So rather than focussing on new activities you can fill your existing ones.
Increase participation dramatically
Campaigns have the ability to get thousands of people active. For instance in Greenwich Get Active over 3300 people have registered so far, and according to the research from the pilot project 70% of them should try an activity.
Learn what activities are in demand in your area
As part of our campaigns we ask people what activities they want to do. So you’re then able to put on activities that match that demand precisely and fill them straight away. For example, in Greenwich we learnt there was a demand for pole dancing classes, in East Riding we learnt that people wanted more Bowls and Pilates and in Chichester we’ve found there’s a demand for seated exercise classes.
Campaigns are the most cost effective way of getting people active there is
If you run a free programme for people then experts estimate that will cost you £150 per person per year. Our marketing campaigns cost £120-£150 per person they get active, and those costs are sustainable because they’re spending money each time they go.
If you want to learn more about how marketing and behaviour change campaigns work then download our free introductory guide.
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.