Communications: Increasing Participation

Transcription

1 Communications: Increasing Participation Regional Communicators Role description and plan March 2015 Sharepoint:SharedDocuments/RegionalCommunicators/

2 The aim of this document is to set out: 1. RYA Regional Communicator role 2. The strategy for regional communications for Housekeeping 2

3 RYA Strategic Business Plan for Participation Purpose: To kindle nurture and support a life-long passion for boating in all its forms by all groups of participants RYA Participation 2017 Mission: To have a vibrant sustainable network of clubs and other organisations in order to make boating more accessible and attractive to all Communication objectives: Increase the number of new entrants to clubs via the creative use of regional media, TV, events and social media 3

4 Regional Communicator Role The role of the RYA Regional Communicator (RC) is to promote the sports and leisure activities that the RYA represents at a local/regional level. The RC s are part of the HQ PR team which is working to promote sailing and powerboating in support of the RYA s wider objectives to increase participation at all levels. The RC will 1. Work with the clubs in their region, to promote club activities, open days, facilities and their human interest stories. 2. Work with the Regional Development Officer (RDO) and Sailing Development Officers (SDO) & RYA HQ PR Team to promote RYA events and activities. 3. Gain media coverage through a range of media including print, online and broadcast press, sports websites, what to do websites, County Sports Partnerships websites etc. 4. Work with the regional committee, RDO & SDOs to push RYA and RYA regional news to a wider boating audience e.g. club members who are not RYA members and RYA personal members using RYA regional social media and RYA web pages. 5. Provide PR advice to clubs who have the capacity to undertake their own public relations. 4

5 The focus of promotion of sailing and powerboating will be on using community based human interest stories from clubs including individuals, local community groups, local businesses clubs. These may be of personal or group endeavours, new or existing facilities that the club has to offer the community, promotion of club events and open days, sailing activity, RYA events etc. In some instances these will relate to PR programmes running at a national level by the RYA PR Team. Some communications will need to be targeted to particular groups within a community and to particular geographical areas. Others may be more broad brush. Recurring themes/messaging Start/Go sailing Sports for all ages and abilities One of the most accessible sports for people with disabilities Not an elite sport Does not have to be an expensive sport Accessible on lakes, estuaries, rivers and the coast across the UK Sociable relaxing leisure experience or high adrenalin highperformance sport Communing with nature a sensory experience Fun! A social activity Sailing is one of Britain s most successful medal winning sports 5

6 Template stories Start of the season Push the Boat Out Club open days Grant awards and what these mean for the community New training centres and what there to the community New OnBoard clubs New Champion Clubs Club of the Year Awards RYA Volunteer Awards Honda Youth Rib Non-template stories Corporate/local business sailing sessions/stories at clubs Start/Go sailing Sailability human interest Headline figures such as 20k kids learn to sail at Human interest stories Regional events as organised by RDOs (emphasis on pre event PR) RYA Active Marina (media event form) Monthly output expected for each region X 5 template stories X 1 non-template story activity Upload news stories to RYA regional web pages PR advice/support to clubs RDO/SDO meetings/telcon Activity report and invoice 6

7 RYA Communication objectives: participation Business Objectives Develop targeted participation programmes with Marinas, Clubs, Centres and Class Association Young people s programmes to further widen accessibility Grow adult participation in all disciplines. Reduce participation drop-off Communication Objectives Targeted promotion of sailing and windsurfing to support RYA participation programmes Audience Existing sailors. Non sailors Lapsed sailors. Drop off (14-24) Children and families. Local authorities Step-change disabled participation to 50,000 Support programme(s) with promotion of the accessibility of sailing using a range of media and channels relevant to this community People with disabilities. Clubs and centres Create a holistic club development strategy to deliver real value to every affiliated club. Focused activation in 180 key modernised clubs Feed UK talent pathway via regional squads Improve marketing of boating and of the RYA, via Shows, Ambassadors, PR & Support clubs with communications Promote public activities through a range of media including regional press Promote pathway opportunities to regional press where possible Analysis of current communications to identify gaps/opportunities not being exploited. Sailing clubs. Existing sailors Non sailors. Lapsed sailors Drop off (14-24). Families Local authorities Existing sailors. Non sailors Non sailors Lapsed sailors Drop off Families 7

8 s messages and channels of communication Audience What they need to know messages channels RYA affiliated sailing clubs Best practice and advice from the RYA on club development including promotion Who to communicate to Which methods and media channels to use Website regional Existing sailors Why they should get back into sailing What sailing is available to them How and when they can sail Sailing is cheap, accessible and easy to get involved in You can sail anywhere in the UK: inland and coastal Sailing can be a hiadrenalin competitive sport or a social, family pastime RYA can help you get back on the water Local print & online news Regional/local leisure & sports online media Non sailorsadults What sailing is What sailing is available to them How they can get started Where they get started How and where they can learn Sailing is a cheap and accessible sport to get involved in You can sail anywhere in the UK: inland and coastal Sailing can be a hiadrenalin competitive sport or a social, family pastime The RYA can help you started Local print & online news Regional/local leisure & sports online media Sharepoint:SharedDocuments/RegionalCommunicators/

9 Audience What they need to know messages channels Parents What sailing is What the benefits are for children How can they get started Where can they get started How the RYA can help them to get started Drop off (14-24) Why they should continue to sail What sailing is available to them How and when they can sail Teaches children confidence, leadership, team work and is great fun! The RYA can help you get started through OnBoard and training courses Sailing is a cheap and accessible sport to get involved in You can sail anywhere in the UK: inland and coastal Sailing can be a hiadrenalin competitive sport or a social, family pastime Sailing is a great way to stay fit and healthy Sailing is a cheap and accessible sport to get involved in You can sail anywhere in the UK: inland and coastal Sailing can lead to a great career in the marine industry Sailing is a fast and high adrenalin sport Lifestyle magazines Regional press Regional/local leisure & sports online media 9

10 Audience What they need to know messages channels People with disabilities (nonsailors) What sailing is available to them How they can get started Where they get started How and where they can learn Sailing is one of the most accessible sports for people with disabilities One of the few sports that can be done with able bodied people Sailing is a cheap and accessible sport to get involved in You can sail anywhere in the UK: inland and coastal Sailing can be a hiadrenalin competitive sport or a social, family pastime The RYA can help you started Disability press and publications Regional/local leisure/sports print & online media Marine media RYA social media Regional/local leisure/sports print & online media Local news: print & online Lapsed sailors How they can get back out on the water Where they can get back out on the water What courses and activities are available You can get back out on the water at local sailing clubs across the UK There are affordable opportunities to refresh knowledge and learn new skills The RYA can help you get back afloat Local print and online news RYA news channels RYA 10

11 Audience What they need to know messages channels year old non/existing sailors What sailing is all about How to get out on the water What courses and activities are available Sailing is a cheap and accessible sport to do regularly Sailing can be a hiadrenalin competitive sport or a fun social activity with friends Sailing is a great way to keep fit and healthy Universities are great places to sail There are great career opportunities in the marine industry Marine press RYA website and media channels Local sports media Schools and youth groups 11

12 Housekeeping Media monitoring and evaluation. The RYA monitors all relevant press cuttings, which are evaluated and a quarterly evaluation report produced. Supporting photography/video When appropriate the RYA Press Office can fund additional photography to accompany press releases. This photography will be available to the communicators for media use/newsletters free of charge. If you feel additional photography will support a local story and you need to hire the services of a photographer, please call the Communications Manager. This will be subject to budget restraints, but will be possible in certain circumstances. Invoices Invoices must be attached and ed to: purchase.ledger@rya.org.uk and loretta.spridgeon@rya.org.uk together with a time sheet. Sharepoint:SharedDocuments/RegionalCommunicators/

13 RYA PR Team Susie Nation-Grainger Communications Officer +44 (0) Susie is your day to day contact. Please cc her all your regional releases. She will also be able to assist with images, publication schedules and the events diary. Susie is responsible for the promotion of participation, the RYA Suzuki Dinghy Show, RYA awards, Honda Youth Rib, training for dinghy and windsurfing. Loretta Spridgeon-Connor RYA Communications Manager +44 (0) / loretta.spridgeon@rya.org.uk Loretta is responsible for overall communications strategy and planning and is also responsible for public affairs, crisis and reputation management, cruising, The Green Blue, training for motor and yacht and commercial qualifications, incidents and safety. Emma Slater PR & Media Relations Officer +44 (0) / emma.slater@rya.org.uk Emma is responsible for the promotion of RYA membership, powerboat racing, technical, training for inland waterways, powerboat and jetski and leads on exhibitor PR for the RYA Dinghy Show. 13

14 Lindsey Bell Skandia Team GBR/Racing Communications Team +44 (0) / Lindsey is responsible for the promotion of Team GBR/Racing and the sailors involved. Imogen Stanley Racing Communications Officer +44 (0) Imogen is responsible for junior and youth racing and Team GBR. RYA Regional Communicators Karenza Morton South East, East Midlands, West Midlands regions Michael Haigh Thames Valley & London, East regions Marina Johnson Southern region Richard Hemmingway North West region Liz King North East & Yorkshire region Manya McMahon South West Hamish Stuart RYA Wales Claire Caffrey RYA Scotland RYA Northern Ireland Post vacant at present 14