Marketing PlanCreating a 12-Month Marketing Plan for Your Sports Facility

What’s the best way to market your sports facility to your community? Planning ahead with developing a marketing plan is critical — whether your business is brand new or has been around for decades.

If recent events have taught us anything, it’s that your business’ financial situation can change in a moment. You need to be flexible! But if you don’t have a plan, you’re not being flexible, you’re simply unprepared. Planning ahead is especially critical for sports-related businesses to avoid a slow season and a lull in revenue that can make or break your business.

Break the Year Down and Find a Focus

Use your annual marketing plan to break the year down. Decide what to focus on each month and write it down.

  1. What your clients will want to buy that month. You know your clients better than anyone. Familiarize yourself with local school schedules and sports schedules. Which sports and fitness programs are the most popular in your community, and when? Note those details on your calendar.
  2. What programs, classes, or events will provide the optimal revenue for your facility. Remember that each area in your facility should have multiple uses throughout the day. Diversify your space to maximize your revenue! Keep your clients’ range of ages and interests in mind when planning programming. Make sure that there’s something for everyone! Remember, each square foot of your space costs you money every day. Each square foot should be generating as much money for your business as possible. Don’t worry about getting too detailed here. The most important thing is to note the start dates, staffing, focus, and tentative pricing. You can finalize all the details as the event gets closer.
  3. What special events and promotions you can run to reach your goals. It’s up to you to come up with promotions that will entice customers while still allowing you to meet all your financial obligations and keep your doors open. New businesses, in particular, benefit from offering discounts to get new customers in the door. Plan promotions with care and update the pricing as your financial needs change.

Mapping Out Your Calendar

You’ve established your general outline of events. Now it’s time to create a calendar.

eSoft Planner’s team of industry veterans have found that the ideal window for getting the word out about a new class, program or promotion is six to eight weeks ahead of time. Classes may or may not fill up that early.  Sometimes they do! But it does get people thinking about the event.

We typically send out a dedicated email during this window. We remind followers on social media about the event or class after a few weeks have passed. Finally, we send out yet another email linking directly to the registration page. We repeat this last step at the beginning of the week of the actual class or event, or the registration deadline for the class or event, if that comes first.

Having specific to-dos on a highly-visible calendar will keep your staff on track. You’ll want to assign a staff member to enforce the deadlines contained in your plan.

Make sure to revisit the plan every month to make additional changes and add details. Every six months you should be planning ahead for the next six. You’ll be able to stay a year ahead at all times!

For More Information

eSoft Planner’s customizable tools and features as well as an experienced team of consultants help fulfill your small business scheduling needs. The marketing module can track customer interest, email customers, post messages where they’ll be noticed, and keep you organized across the balance of the year and into 2021.

Fill out this form to request a free demo and learn more about eSoft Planner’s comprehensive scheduling and management system for sports facility owners across the country.