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Recruiting for Croquet

By Donald Beck

The Need For New Recruits

Every year an established club 'loses' 15% to 20% of the membership.

If you don't recruit then costs per member rise, there is less social interaction, and slowly the club dies.

People join clubs for -- what?

If you stop providing the opportunity for -- what? Then people will leave.

The WHAT Factor. Consider your members:

Identify What the Club Has to Keep Existing Members and to Attract New Members

How Many Recruits Do We Need / Would Like?

Factors To Consider

1. A Budget should deliver Fixed and Variable Costs.

From this one can calculate the costs/member with different membership numbers. Will people pay £x?

Can the costs be reduced?

2. How many Members / Players can the club accommodate?

3. How many new recruits can we accept each month / year?

4. Set a budget for recruitment.

5. Who is responsible for recruitment in the club?

Set Realistic Targets

Why Market A Croquet Club?

Marketing is very simply defined as 'Matching the right product to the right customer in the best possible way'

Potential of Marketing:

SMART Marketing

SPECIFIC increase X group membership

MEASURABLE target numbers published

AGREED by all involved / responsible

REALISTIC targets stretching but achievable

TIME LIMIT a time has been set

Marketing Makes Sense

SWOT Analysis of the Club

SWOT: Strengths, Weaknesses, Opportunities, Threats

Strengths:

Opportunities:

Build on 'good points' in publicity and marketing.

Weaknesses:

Threats:

Any training needs?

Are the 'best' people in the key roles?

Identify the USP (Unique Selling Points) of the Club

Ways in which your club is special

For example:

Focus on USPs That Appeal to the Target Audience

Find The Target Customer

Target Groups Are People Who

share a common factor e.g.
Gender / Occupation / Age / Educational Background / Professional Background / Location / Other Leisure
Activities / Amount of Leisure Time Available / Age of Children / Live within catchment area
Travel time / Access to Club / Media Distribution Area / ...

Marketing for each target group;
Which media is best?
Which promotional material would be relevant
Promotional Material - An effective message will do four things (AIDA):

Which technique would best reach the target audience: Publicity / Advertising / Schools Programs / Group Sessions / Open Days / Exhibitions / Croquet Events

Start Marketing

Marketing Checklist

Further Help