South Oakleigh Bowls Club looks to future generations for marketing ideas
Marketing plans are a great resource for a club to develop and to action.
They take time to develop, require plenty of thought and analysis, identifying who your audience is, what you are doing well, and is often the missing link between a strategic plan and delivering results.
The South Oakleigh Bowls Club, located in Melbourne, has a unique way to develop its marketing plan and it comes with the assistance of students from the nearby South Oakleigh College.
With the insight of the club provided by the club members, the students develop marketing plans for the club as an assignment for their Business Management course and visit the club for a Roll Up and coaching from club members
Each plan provides an overview of the club, market research suggestions, the seven “P’s” of Product, Price, Place, Promotion, Physical evidence and Process, a focus on customer service and rewarding loyal customers and development of promotional material.
This year’s winning entry developed promotional material for three demographics, young, older and women participants along with suggestions for a membership loyalty program which promotes a membership pathway based on attendance and social games played per annum.
The marketing plans are assessed by the Classroom teacher and marketing and consultancy company HeyRCG. The winning entry receives a cash prize from the club.
The South Oakleigh Bowls club is hard at work in delivering its strategic plan, has recently installed a new synthetic green and is seeing growth in overall membership including a growing female membership base. Its hosts a successful Jack Attack program, works with a disability group, hosts music events, vinyl record show days, Probus, and is actively engaged in working with the community.
The innovative relationships with the South Oakleigh College is a great example of out of the box thinking assisting in delivering results for a club determined to be and remain an integral part of its community.
To learn more about similar initiatives, contact your local RBM.
