LITTLE LEAGUE MARKETING AND COMMUNICATIONS. New District Administrator Training 2018

Transcription

1 LITTLE LEAGUE MARKETING AND COMMUNICATIONS New District Administrator Training 2018

2 Session Goals 1. Provide overview of why marketing and communicating Little League is important 2. Understand your role as a District Administrator is to communicate and protect the Little League brand 3. Provide tools, resources, and knowledge to help your district and your leagues effectively communicate and market the program

3 To Market and Communicate? To market and communicate means to share information thoughts and feelings in order to educate, influence, or promote a product, company, organization, or service in order to ensure understanding and affect decision making. To market and communicate Little League means to affect the decision making of parents, volunteers, and communities to consider, register, or affiliate with Little League.

4 Marketing and communications can impact the decision to choose ( buy ) Little League Impact the decision to: Register a child Operate the program in their community Donate to a league

5 How does Little League market the program?

6 What do we communicate? Constituent Information / Services Policy and Rule Information Programming updates Administrative education / training on procedures Skill-based training New league points of difference Local league / district statements (PR situations) Practice plans and programs Parents information and resources International Youth Sports League Heartfelt Storytelling Organization s position on current issues affecting youth sports Specialization Safety Child protection Sportsmanship Partnerships Television Coverage and inclusion of important messages

7 What we market focuses on our points of difference Little League has a meaningful point of difference that other leagues don t have

8 Key Points of Difference Reputation Progressive Thinking History Influence Mission / Values Program offering

9 Why do we communicate these points when marketing Little League? because all youth baseball and softball is not Little League because all youth sports is not Little League

10 Marketing Little League When we market Little League, we communicate what makes us unique and different, we promote what make us better and we protect what Little League is for the future. In other words, we are marketing, communicating, and protecting what people buy.

11 Why do we invest time, energy and resources in Marketing and Communications?

12 Because parents and kids are different today

13 Because parents and kids have more choices today

14 Factors Influencing Youth Sports Decision-Making A new generation of parents has emerged Generations are shifting. Generation Y (Millennials) and Generation Z now represent the largest segments of the population. Generation Y, 83 million strong in the U.S. alone. By 2025, they will make up 75% of the workforce.* Generation Z all Little League players

15 Factors Influencing Youth Sports Decision-Making Raising children in the age of social media; trusted resource Time-starved and overscheduled parents Competing activities to sports including the screen From helicopter to drone parenting Escalating college tuition costs; struggle financially Less introduction to sports; Less casual play Concern for physical and mental health. Specialization leads to injury, burnout, anxiety. Coach experience remains the focus; more on display.

16 What s happening with today s parents? Little League Magic There is a sense of connection that parents feel with Little League It s unique to Little League... Other youth sports don t have it. Little League has a meaningful point of difference that other sports don t have The brand is strong; it stands for all the good parents want. Must reinforce the unique Little League points of difference to parents when players are at an early age

17 D.A. Responsibility A District Administrator has a responsibility to help leagues market and communicate the program in local communities considering these factors

18 D.A. Responsibilities A District Administrator should be A resource for leagues to discuss participation challenges (e.g. what s happening with parents and kids) A promoter of the Little League s points of difference A communicator of information (including this background on parents) A facilitator of information sharing, including best practices to your leagues A protector of the Little League brand

19 Who should D.A.s Communicate with? DISTRICT ADMINISTRATORS Media Your Leagues Volunteers Little League International Staff Parents

20 Make Marketing and Communications a topic of your League meetings

21 D.A. Responsibilities Discuss topics on the annual calendar and how to best market and/or communicate to the league membership and community stakeholders. Leagues should be encouraged to communicate frequently to parents / families on topics like: Registration and the league s program offerings League constitution, bylaws, elections and meetings, league policies Volunteerism needs and requirements Municipal information Operating budgets, fundraising needs, encourage fiscal transparency League draft procedures draft, All-Star selection Daily events and activities at the ballpark Timeliness is key to communications efforts.

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23 D.A. Responsibilities Ask leagues to explain their marketing and communications efforts for annual calendar items at each meeting. Discuss best practices and common issues amongst your leagues Share information among your League Presidents to create a positive experience. Avoid creating competition among leagues. Try to identify and work together to overcome potential issues within your district that is impacting all leagues.

24 Using Technology to Market and Communicate Local Offerings

25 Using Websites and Social Media Websites and social media serve as the primary source of information for parents, volunteers, and local media Over 75% of parents register their child online for Little League Parents are more likely to view a league website on their phone than on a computer Leagues share photos, game schedules, updates, supporter information, etc. on social media.

26 Using Websites and Social Media At a minimum, a local league should keep their website updated timely and important information including: Little League affiliation information (use the name Little League) General information about Little League (mission, values, history) Program information and offerings Board meetings / elections / administrative requirements and information Boundary map Registration information Schedules for all league activities Fees, requirements, forms and volunteer information Supporters Link to important updates from Little League International

27 Using Websites and Social Media Social media use, such as Facebook, Instagram, and Twitter, is one of the best ways to connect with parents, volunteers, and families Facebook is the most popular platform among parents (Gen X and Millennial / Gen Y) The more quality posts you share (e.g. Facebook), the more your social posts show up in a user s feed Online Facebook campaigns can be used to promote registration for as little as $10

28 Using Websites and Social Media Be aware that targeting children under 13 via social media or websites is subject to specific laws and additional requirements A league should secure a model release from parents during registration in order to share photos and video online The local league should communicate its plans to use social media to keep parents updated throughout the season Encourage parents and fans to share their photos and videos throughout the season Little League International frequently shares local league posts

29 Using s Local leagues still communicate with their membership through Ensure that your league has an educated volunteer who can craft good s to constituents s to parents and volunteers should have a professional appearance and tone Ensure information that is ed is also on the website Online registration services (DSG TSHQ) aggregates lists for the league. Use tools to easily send s to contact lists using templates. Little League newsletters are written specifically to each audience (parents, coaches, league officials, DAs) and can be forwarded and shared easily.

30 District Use of Technology District Website Information about leagues Information from Little League International Information about tournaments Have a volunteer on your District staff dedicated to updating your website and/or social media accounts Read and share Little League s

31 D.A. Responsibility District Social Media Promote league and district activities Share Little League content (videos, posts, news stories) Distribute district-driven updates and other important information Share social media posts to spotlight your leagues to help them market themselves Monitor league social media accounts for any inappropriate posts Use websites, social media and to keep abreast of the activities happening at your local leagues. Use a combination of these tools to ensure parents and volunteers are seeing the information. Share best practices of technology being used effectively

32 Other Marketing and Communications Tools

33 Communicating with the Media Little League is the biggest name in youth sports, the general public wants to know what s going on locally. One of the best ways to be an ambassador for Little League International and your local leagues is through communicating with the media and your communities.

34 Communicating with the Media Local Media (television, print, and online) will be interested in Little League activities in your district and for your local leagues. Establishing a good relationship with media can help promote your district and leagues activities, fundraising opportunities, and community events all year. Advertising in traditional media should also be considered. In the event a crisis arises, be prepared.

35 Marketing to Generate Funding Marketing can help local league sponsorship and fundraising efforts Reputation in the communication Identify new funding sources Encourage volunteerism Fundraising training and worksheets are available for local leagues to help set goals and identify efforts needed for raising money LittleLeague.org/MarketingPlan Set monetary goals Create a committee and a plan Create a list of contacts in the community

36 Marketing to Generate Funding Leagues and districts must follow the Little League Operating Policies for responsible fundraising Trademark use and protection Use of funds A local Little League may permit a team sponsor name on the uniform and may receive a fee for such sponsorship so long as it does not conflict with any Little League regulation or operating policy (e.g. alcohol reference) The league may not permit a local sponsor to use any trademarks of Little League; this includes commercials and advertisements.

37 Marketing to Raise Community Profile Special events at the ballpark help to build the reputation for the league Opening Day LLWS viewing party Field Clean up

38 Need Help?

39 Little League is here to help Tools and Resources Staff support Little League University Rulebooks and Operating Policies Annual Calendar

40 Little League is here to help Tools and Resources League Resource Guide / Worksheets Newsletters and communication Social media Live clinics and trainings League and district information sharing

41 Little League is here to help Recommended resources for parents and coaches: Parents Guide to Little League Positive Coaches Alliance Free Online Parents Course Parent Code of Conduct / Coach Code of Conduct The Parent Connection Newsletter (monthly) Tee Ball Curriculum / Parents Guide to Tee Ball Coach Pitch Curriculum

42 Little League is here to help Need advice on? Using Little League trademarks Using a website and/or social media A media relations or crisis communications issue Broadcasting/streaming your games Advertising templates to help promote your leagues Best practices among leagues and volunteers

43 D.A. Exercise

44 D.A. Exercise Think of the league in your community. Write down five things that make your leagues unique. What are their points of difference?

45 D.A. Exercise What guidance can you give you leagues to market themselves better in their community? Where are areas of opportunity for your individual leagues?

46 Activity You Get the Call In small groups, outline how you would handle the following situation. A reporter from the largest newspaper in your town calls you about a League President who has been arrested for a D.U.I. You are friends with this individual, but this is the first you re learning about the arrest. The reporter is looking for a quote from you about the situation

47 Appendix: Resources

48 Little League University Resources Dos and Don ts of Social Media for District Administrators Fun Ways to Promote Little League Registration and Increase Awareness Communications Tools to Promote and Share Your League Communication is Crucial to a Well-Run League Fun Ways to Promote Little League Registration and Increase Awareness Tips for District Administrators and A.D.A.s and Game Directors for Tournament Play Tips for District Administrators to Prepare Coaches for Tournament

49 Little League University Resources Fun Ways to Promote Little League Registration and Increase Awareness How to Use the Little League Name How To Raise Funds to Support Your League Creating a Basic Marketing Plan 5 Steps To Help Find More Volunteers What You Need to Know About Using Little League Trademarks Essential Marketing for Districts and Leagues