The workbook is designed for you to download and help you prepare and manage your digital marketing activities. It comprises of three sections – strategy, policy and an action plan.
Strategy
What is it that you are trying to achieve with your digital marketing? Aim for short answers or dot points to start with, then refine these through your Action Plan, below.
| What benefits do you deliver?
Your ‘Why’ statement is always the starting point for any planning. Refresh your memory by revisiting your Strategic Planning: A DIY Workbook resource in the Strategic Planning chapter. |
(answer) |
| Who are you trying to reach online?
Who do you want to speak to through your digital marketing activities? There could be multiple audiences here, each needing tailored content – for eg existing members, potential members or sponsors. |
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| Describe each target audience’s characteristics
What do you know about them? Start with basics such as their age, location, gender, income, etc |
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| Now zoom in on what makes them tick
What are their interests, lifestyle, values and attitudes? What motivates them? What do they want? |
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| What sort of tone will they best connect with?
Give some thought to both the tone and language that will appeal to your audience. For example, would content that is fun and informal, but still informative, work? |
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| What to post and where?
Video content is essential but it may suit some platforms more than others. Do some research as platform demographics do change over time – for example, would your audience be more likely to view TikTok or Instagram? What sort of posts are going to interest your audience most – eg celebrating team success, latest fixtures, weather updates or social events? |
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| Who does the posting and how often?
Create a schedule that best matches your club’s activities – maybe daily, a couple of times a week or weekly. Work out who does the posting and ensure that they have both the time and resources to meet your chosen schedule. Someone needs to keep an eye on comments as well to make sure that inappropriate content isn’t associated with your club (see Policy below). |
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| How best to promote your chosen platforms?
Your members and community first need to know that you have platforms in use. Make sure all emails, newsletters and bulletins have links and give your platforms plenty of profile on your website. Do you have a budget for boosting content? |
Policy
A clear policy that frames content and protects both the club and your members is essential. Make sure that members are aware of this policy, perhaps by requesting a signature check on joining the club confirming they have received and understood the policy.
Your policy should cover:
Play By The Rules has a Social Media Policy Template which might help get you started.
Action Plan
Use this simple template to capture what you aim to achieve through your digital marketing – why you want to achieve your outcomes and what you will do to make it happen.
| Club: | ||
| Date: | ||
| Outcome
What is our desired result? |
Purpose
Why do we want to achieve this result? |
Actions
What do we need to do to achieve our outcome? |
| The club has 500 Facebook followers by |
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Budget time and money for posts and post boosts |
| Promote the Facebook page to all members and the local community – put link on website, share link in newsletter to members. | ||
| Follow/join local community groups on Facebook. | ||
UQ Sport reinvests all profits into services, facilities, and programs, and is supported by funding from the Student Services and Amenities Fee (SSAF) to benefit UQ students.
UQ Sport Ltd is a division of UQ Holdings.
