England Touch Association - Annual Report 2014 England Touch Association - Annual Report 2014 | Page 40

ETA Annual Report MARKETING (Review) Another successful marketing year with a new, dedicated marketing team, has allowed us to really focus on the key messages. We have seen social media increase by around 50% so we are on track, ensuring that we continue to engage our audience. The website remains popular internationally which, also strengthens the brand 2015 – Plans The Marketing team plans to support the committee members in ensuring their key messages and targets are met in particular increasing sponsors and members. Social Media  Increase Facebook page likes and Twitter followers by posting regular comments, articles and fun Touch trivia  Ensure all members are linked to our social media and that we are following them (and vice versa)  Research paid for marketing methods for social media and provide plan and budget request. Newsletter  Increase Newsletter audience through social, word of mouth and better website promotion  Make it easier to sign up to newsletter  Increase read/open rates with compelling news that addresses all audiences  Build a database to allow us to tailor newsletters to the audience  Find an easier and quicker way to send newsletters to allow more timely sending The newsletters published in the last 12 months have been sent to over 28,000 recipients and our average open rate is circa 26%. The industry standard is 17% so we are successful but, want to keep growing this number. Our click rate is also above standard (7% vs 5.5% standard) but we need to review further to understand what is driving this number and ensuring we offer the content our visitors want. Website The website Bounce rate (people coming, looking at a page and then leaving again) is more than half of visitors (57% and for new visitors alone its 60%!). This shows us that people do stay on the site for longer which, is a key metric and shows that the content is relevant. It’s really important we capitalise on this by making sure we include content for all audiences and, it’s easy to find Facebook is working really well, with Google proving to be nearly twice as good. This says that search engine positioning is good and Facebook is a well beaten route to the website. Plans for 2015  Increase “hits” by at least 20% in 2015 using the various tools available.  Review website signposting to align with marketing plans  Revamp and review tournament pre and post-match articles  Work with Members to ensure reciprocal links and promotion Strategic plans  Address grass roots touch – will be working with members to promote the game  Media coverage- engage various outlets like Sky, BBC and Times Sport to promote Touch and the ETA widely Nancy Lyndhurst  Work with relevant teams to sign up new members and sponsors PR/Marketing Director 40 England Touch Association