To Increase Awareness of the Sport of Orienteering Within Scotland

Marketing and Communication Strategy document for the Scottish Orienteering Association (SOA) for 2012-2015

Summary page

Key aim

To use the marketing and publicity opportunities created by securing the World Orienteering Championships 2015 (WOC 2015) for Scotland, to attract and retain new people into the sport of orienteering in Scotland, providing a tangible and long term legacy for WOC 2015.

Key Objectives

To increase awareness of the sport of orienteering within Scotland

Appoint an SOA media advisor (voluntary)
Attend and promote orienteering at outdoor shows, highland games, gala events, other related sports events such as road/hill running festivals.
Appoint an SOA social media coordinator (voluntary).

To convert the increased awareness into increased participation

Revamp the New to O section of the current SOA website
To provide informative and creative video content to attract, inform and retain new orienteers.
Adopt a consistent approach to managing new entrants to the sport nationally

A Draft Marketing and Communication Strategy document for the Scottish Orienteering Association (SOA) for 2012-2015

Key aim
Key partners
Objectives
Evaluation

1. Key aim

The key aim of this proposal draws on the following pre-existing SOA statements and documents:

SOA vision, goals and priorities

The SOA vision is “more smiling faces in the forest”. A key goal in achieving this vision was identified as:

To provide a sport for all, increasing the public awareness and participation in orienteering in Scotland

With an operational priority of:

Increasing membership of the SOA and participation levels within the sport

SOA Strategic plan 2012-2015

The SOA strategic plan identifies the following long term aim:

To increase participation by vigorously promoting our sport and providing highqualityopportunities to participate for all sectors of society, including schools

Backed up by these 3 objectives:

To raise awareness of our sport;
To create participation opportunities across Scotland;
To provide a high quality experience.

SOA Communications Strategy 2009

Identifies a need for a more structured output of orienteering to general press with proposal for regional reporters.
Does not identify a specific responsibility for reporting National events both internally and externally.

2. Key Partners

The following groups/individuals are key partners in the SOA communication and marketing strategy.

Scottish Orienteering Association
SOA Board
SOA clubs
SOA professional officer
SOA National Centre
SOA Development Officer
Regional Development Officers
WOC 2015 Board
Scottish 6 Day Company
EventScotland
Sportscotland
other potential external funding agencies

3. Objectives

To increase awareness of the sport of orienteering within Scotland

To convert the increased awareness into increased participation

3.1 To increase awareness of the sport of orienteering within Scotland

Communication within the sport of orienteering is generally very fluent and clear to those within the sport, but there has always been the challenge of communicating the positive aspects of the sport to a wider audience.

The SOA has now three regularly updated publications, SCORE magazine, the national centre update, and the SOA website. Of these, only the SOA website is visible to an external audience.

At a local level some clubs are comparatively successful at achieving local newspaper coverage of orienteering events, other less so. Challenges exist in the form of lack of knowledge of orienteering as a sport and prejudice in favour of mainstream sports particularly in the national press, but some success has been obtained with niche TV productions such as the Adventure Show in 2010 (British Nights) and 2011 (WOC 2015 bid preview).

The SOA Communications strategy in 2009 proposed the creation of 5 x Regional Reporters who would have responsibility for reporting events in their region to the SOA website, SCORE and to local and regional media outlets. Unfortunately there were no applicants for these posts. However there remains a need for a structured output of major news stories in Scotland to both the internal communications outlets and externally to the national news media and television where appropriate.

Although this strategy document is aimed at making the most of the opportunity that WOC 2015 will bring, it is also possible that further windfall opportunities for publicity may present without warning, such as WOC gold medals for Yvette Baker (1999), Jamie Stevenson (2003) and the Men’s relay team (2008). The SOA should have a strategy and media contacts in place to make the most of these opportunities as and when they arise.

Social media is becoming an influential marketing and communication tool. Facebook, twitter and you tube are three of the most commonly used social media websites. Currently the SOA has access to these media via its own main site but the content has been limited to news feeds from the SOA website and there is no significant evidence of interactivity within these media. However a recent video promoting orienteering in Moray produced locally has very quickly gained over 6000 views online, more than the professionally produced video on the BOF website.

3.1.1 Objective – Create SOA media advisor post

It is proposed that the SOA Board consider the creation of an SOA Media Advisor post. (role profile to be confirmed) who would have responsibility for creation of media copy for the SOA website, SCORE from all events at SOL level and above, and to foster relationships with, and deliver copy to, national media outlets including the national newspapers, and magazines with interests in the outdoors. There would also be an expectation for orienteering based copy relating to WOC to appear in the media between now and 2015.

It is recognised there is no funding for a paid post, and the concept would suit a currently active orienteer based in Scotland, with an interest in writing/journalism. However it is suggested that consideration of expenses payment to attend events in order to obtain copy, interviews etc. is considered up to an agreed maximum per annum.

3.1.2 Objective – to attend and promote orienteering at outdoor shows, highland games, gala events, other related sports events such as road/hill running festivals.

It is also recognised that taking the orienteering message out to organisations and events can be successful. The regional developments officers (RDO) are already showing some success in this regard. The SOA historically has not had sufficient funding to have a presence at non-orienteering related major events, but it is suggested that WOC 2015 presents an event of sufficient newsworthiness to interest and excite a wider audience.

It is therefore proposed that the SOA consider allocating adequate funding from available resources to allow for the purchase of equipment such as flags, banners, posters, leaflets, flat screentv(to run orienteering video) expenses to allow RDOs/coaches/elite orienteers to attend and promote orienteering at outdoor shows, highland games, gala events, other related sports events such as road/hill running festivals. There should also be sufficient funding for appropriate literature to accompany this. Current National Centre leaflets will need to be updated. It is possible that the BOF/WOC team and S6D co may also be able to contribute either financially or in kind to this project.

3.1.3 Objective – appoint an SOA social media coordinator.

An SOA media coordinator would have responsibility to manage the SOA social media outlets such as twitter, Facebook and you tube. The SOA will adopt a social media strategy which will reflect the aims of the SOA communications strategy, but with the broader aim of widening the appeal and interaction with the SOA social media outlets.

3.2 To convert the increased awareness into increased participation

If the WOC 2015 message to increase awareness of Orienteering in Scotland is successful, we should expect an increase in interest in Orienteering between now and 2015. If we are to convert these potential orienteersinto actual participants, we need to make this transition as easy as possible. Initially it is likely that people will want to know more about the sport, how to participate, what some of the terminology means.

At present the SOA website has a new-to-o section but it is a fairly minor and sparsely populated part of the website. The information itself is not presented in a logical order. The question to be asked is whether a newcomer to Orienteering gets sufficient information, sufficiently easily, to capture their interest. There is some visual material linked to the site but SOA does not have control over the content if this.

The phenomenon of “How to…?” videos on You tube is also worth exploring. Google (owners of You tube) prioritise you tube videos on their results. Googling “How to Orienteer?” results in a fairly low tech video which has had over 180,000 views. Such videos can be linked back to the supporting website providing a ready flow of potential customers. Videos of around 90seconds briefly explaining tasks or concepts are popular tools for marketing. Topics such as “How to take a compass bearing?” or “ What is a control description?” may be appropriate to this method of informing potential new orienteers.

3.2.1 Objective – To improve the New to O section of the current SOA website

It is proposed that the current “new-to-o” section of the website be moved to a separate web entity with a design more suited to a logical presentation of information for newcomers (ie not a news based approach). A high profile link to this website from the top of the current front page is recommended.

3.2.2 Objective – to provide informative and creative video content to attract, inform and retain new orienteers.

It is proposed that the SOA consider adopting a system of rewarding orienteers to produce short films about orienteering, either as marketing tools, or as information sources for new orienteers. A recent quote for an orienteering related video based around an event was £1000. If such a sum was set aside annually and proportionally awarded to successful amateur videos, this may have a significantly higher cost/benefit, while also encouraging clubs and Scottish orienteers to become involved. The SOA could identify the nature of the content being prioritised through their own coaching strategy.

If we assume that following a successful WOC 2015, there will exist a cohort of potential new orienteers, there will be a need for the local clubs to offer opportunities for them to experience orienteering locally. There is a risk that post WOC/S6D 2015, clubs and volunteers will be burnt out and not keen to put on further coaching or events. There is also a risk that clubs may not be aware of the needs of the potential new orienteers. There is a general perception that adult newcomers to the sport needs are met by the orange course. However results from orange courses at recent colour coded events suggest orange courses are very inconsistent.

SOL 3 Battan Winner – 23min. Number under 60 min (16/22) DNF 1
SoSOL6 Devilla Winner – 39 min. Number under 60 min (1/11) DNF 5
SoSOL 5 Riccarton Winner – 22min. Number under 60 min (12/12) DNF 0
SOL 2 Dalbeattie Winner – 40min. Number under 60min (3/14) DNF 3
Maroc district BalnagowanWinner - 26min. Under 60min (12/12) DNF 0

The SOA club development conference in June 2012 at Dunfermline, produced the following 2 important conclusions from the break-out session on marketing and communication:

From a marketing perspective the most important point is that the product delivered matches the marketing. ie a course marketed as suitable for beginners must actually be so.
At a club level new types of events should be considered specifically to attract newcomers, for example trail type events – TD2 level courses based on path networks.

The SOA recognises that the role of the clubs is central to attracting and retaining new participants to the sport of orienteering. The SOA aims to assist clubs in this role by promoting awareness of the sport at a national level and by providing guidance and support leading up to and beyond 2015.

3.2.3 Objective – To adopt a consistent approach to managing new entrants to the sport nationally

It is recommended that the SOA produce a development guide to assist clubs in their role to provide appropriate orienteering opportunities specifically for junior and adult beginners and families in the weeks/months following WOC 2015. There is an existing booklet from WOC 1999 which could be updated to reflect current communication changes and provided to all Scottish clubs.

Communication issues to consider:

What information do newcomers need at their first event that’s different to experienced orienteers?

Can this best be delivered by 1:1 assessment by a qualified coach?

This will help to convert/retain those participants into orienteering club members (a key performance indicator for sportscotland funding)

4. Evaluation

To increase awareness of the sport of orienteering within Scotland

To convert the increased awareness into increased participation

In order to assess the effectiveness of these interventions by the SOA, the two main objectives should be evaluated.

Increasing participation should be the easier of the two objectives to evaluate. Membership statistics should be available for the SOA and clubs. This is a useful measure of benefit to the SOA in terms of Sportscotland funding, but will not necessarily measure increased participation, particularly if a number of people can be persuaded to try orienteering for the first time, but do not initially follow this up by joining a club or the SOA. With BOF levy changing to a flat fee per runner at any event, this may now be the best measurement of participation going forward. If it is not already in place it is suggested that the SOA request BOF to provide levy returns by region.

Measuring increased awareness will be more difficult. Ideally the SOA would be in a position to survey the Scottish public now, and then again following WOC 2105. However it is likely that the cost for this would be prohibitive.

Increased traffic to and from SOA websites and Social media sites will be a good indicator of increased awareness of orienteering generally, in particular traffic to and from the New to O site.