Improving UK Gliding Competitions - Strategies for Success
January 2017
Page 1 of 9
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Reducing entry numbers
Increasing financial risk of hosting competitions
Reducing number of Nationals host venues
Variable quality of organisation
Pure sporting contest vs. Rounded FUN enjoyable event
Quality of online presence often poor & unattractive
Media coverage: limited & local
Sponsorship: local, one-off and modest
In broader context of reducing number of UK glider pilots…
January 2017
Page 2 of 9
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January 2017
Page 3 of 9
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Why organise a competition? What’s the benefit to the club?
Club members can fly in the competition or fly off front/back of grid
Minimise disruption to normal operations, rather enhance operations
with additional launch capacity
Additional facilities like catering & bar
Social buzz, evening activities/events, bar banter, parties,..
Potential cash injection (needs strong financial control)
Opportunity to engage with local community and promote/market club
Making it easier
Competition Organisers’ Guide contains a lot of useful guidance
Develop strong network of competition organisers & Comps Committee
Ask for help and advice and suggestions
January 2017
Page 4 of 9
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Targeted improvement using Ideal Comp Model :
Use to identify & plan some specific improvements
Prompt moves towards fully rounded competition
Trigger for requesting guidance & support
Share best practice:
e.g. Director decision-making checklist / formula
Coordinate common approaches or direct support:
e.g. Competition airspace files
e.g. Tug database (sharing limited resource)
Lead from Comps Committee
e.g. Rules : adaptation, improvements, simplification
e.g. Event insurance?
January 2017
Page 5 of 9
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More involvement
from Comps Committee
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Use competitions as platform to:
Raise public awareness & profile of gliding, locally & more widely
Help reverse membership decline
Access major sponsorship, multi-event, multi-year
Key is excellent online presence & external communication:
Public accessibility
Media friendly
Sponsorsable product
January 2017
Page 6 of 9
High standard of external communications
Generate media communication templates
Develop & share media networks - and then coordinate use
Quality online presence
Common platform presentation with strong social media
Enhanced tracking with real-time scoring/ranking
Plentiful quality images (videos & photos) via YouTube & Flickr/Pinterest
Enable external/offsite audience to engage and follow competitions
Drive towards sponsorable product
Develop & test marketing package
Seek sponsorship on commercial basis, understand sponsors’ needs
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January 2017
Page 7 of 9
Ultimate aim: 100,000+ website & YouTube hits
Ultimate aim: £100,000/year
Ultimate aim: national TV coverage
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January 2017
Page 8 of 9
Access & benefit directly from media coverage
Marketing within gliding and wider public audience
Additional visitor activity & increased membership
Use of turnkey online platform
But requires populating with information…
Marketing within gliding and wider public audience
Additional visitor activity & increased membership
Access to sponsorship benefits
Share of financial sponsorship
Enhanced media access, content, coverage and quality
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January 2017
Page 9 of 9
Addressing challenges faced in UK gliding competitions, this document outlines strategies to enhance event quality, boost participation, secure sponsorships, and engage the local community. Key areas of focus include organizing competitions at various levels, improving competition quality, and leveraging events to promote gliding and attract new members.
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Presentation Transcript
Transforming UK Gliding Competitions January 2017 Page 1 of 9
Transforming UK Gliding Competitions Current Status & Issues Reducing entry numbers Increasing financial risk of hosting competitions Reducing number of Nationals host venues Variable quality of organisation Pure sporting contest vs. Rounded FUN enjoyable event Quality of online presence often poor & unattractive Media coverage: limited & local Sponsorship: local, one-off and modest In broader context of reducing number of UK glider pilots January 2017 Page 2 of 9
Transforming UK Gliding Competitions Three Levels 1. Helping more clubs organise competitions 2. Helping established competitions improve 3. Seize broader opportunities January 2017 Page 3 of 9
Transforming UK Gliding Competitions 1. Helping More Clubs Organise Competitions Why organise a competition? What s the benefit to the club? Club members can fly in the competition or fly off front/back of grid Minimise disruption to normal operations, rather enhance operations with additional launch capacity Additional facilities like catering & bar Social buzz, evening activities/events, bar banter, parties,.. Potential cash injection (needs strong financial control) Opportunity to engage with local community and promote/market club Making it easier Competition Organisers Guide contains a lot of useful guidance Develop strong network of competition organisers & Comps Committee Ask for help and advice and suggestions January 2017 Page 4 of 9
Transforming UK Gliding Competitions 2. Improve Quality of Competitions Targeted improvement using Ideal Comp Model : Use to identify & plan some specific improvements Prompt moves towards fully rounded competition from Comps Committee Trigger for requesting guidance & support Share best practice: e.g. Director decision-making checklist / formula Coordinate common approaches or direct support: e.g. Competition airspace files e.g. Tug database (sharing limited resource) Lead from Comps Committee e.g. Rules : adaptation, improvements, simplification e.g. Event insurance? All about communication & coordination within the group of competition organisers & Comps Committee More involvement January 2017 Page 5 of 9
Transforming UK Gliding Competitions 3. The BIG Picture Use competitions as platform to: Raise public awareness & profile of gliding, locally & more widely Help reverse membership decline Access major sponsorship, multi-event, multi-year Key is excellent online presence & external communication: Public accessibility Media friendly Sponsorsable product January 2017 Page 6 of 9
Transforming UK Gliding Competitions The BIG Picture How? High standard of external communications Generate media communication templates Develop & share media networks - and then coordinate use Ultimate aim: national TV coverage Quality online presence Common platform presentation with strong social media Enhanced tracking with real-time scoring/ranking Plentiful quality images (videos & photos) via YouTube & Flickr/Pinterest Enable external/offsite audience to engage and follow competitions Ultimate aim: 100,000+ website & YouTube hits Drive towards sponsorable product Develop & test marketing package Seek sponsorship on commercial basis, understand sponsors needs Ultimate aim: 100,000/year Key is strong brand/image with consistent core messages January 2017 Page 7 of 9
Transforming UK Gliding Competitions Building the Virtuous Circle Quality of Competition Organisation & Facilities Major Online Presence Public Engagement Sponsorship Media Coverage January 2017 Page 8 of 9
Transforming UK Gliding Competitions Why Support The BIG Picture? Access & benefit directly from media coverage Marketing within gliding and wider public audience Additional visitor activity & increased membership Use of turnkey online platform But requires populating with information Marketing within gliding and wider public audience Additional visitor activity & increased membership Access to sponsorship benefits Share of financial sponsorship Enhanced media access, content, coverage and quality January 2017 Page 9 of 9
