As we enter the Summer Sailing season we believe it timely to remind clubs of the great marketing resources we have available. 

Australian Sailing has developed a range of resources to support clubs in your promotion of activities, events and membership options.

Below you will find information, tips and tricks as well as editable templates for clubs to use. The logos of all Australian Sailing programs are available for use by clubs to assist in promoting a consistent brand, image, look and feel to the public. It is our belief that if the sailing community is consistent with the internal and external marketing that we will gain greater traction with our messages and as a result reach a broader audience.

These resources are designed with clubs in mind. We encourage clubs to use the assets available to help best promote participation, as strong clubs make a strong sport .

Many clubs also get the advantage of local media outlets such as local papers, radio and TV news that are able to provide resources for community interest events and activities. We recommend you use the below resources to assist your club in taking advantage of these.

We recommend using these resources to attract new participants for courses and Discover Sailing Days and to ultimately attract new club members.

Discover Sailing – Marketing Resources

Australian Sailing has recently released a new campaign – Welcome to our Playground. This campaign focuses on our major point of difference: our amazing on water locations and natural field of play. The goal is to amplify a simple message:

Sailing is a safe, friendly sport which takes place on the most beautiful playground on earth.

Australian Sailing have developed the following resources for your club:

• Poster templates
• Digital assets (templates for webpages and social media sites)

Australian Sailing has recently undertaken two major PR activities to amplify this campaign by putting sailing in the spotlight with exposure via FOX FM in Victoria and Channel 7 Sunrise Nationally.  View both PR campaigns below: 

https://www.sailing.org.au/news/getting-back-outthere-this-summer-/

https://www.sailing.org.au/news/welcome-to-our-playground-with-channel-7-sunrise/

Discover Sailing Day Resources

Discover Sailing is a brand all clubs can use. Its purpose is to be a branding vehicle to promote the opportunities to the public on how to get involved in sailing and ultimately, how to join a sailing club. It is usually used in the lead up to a “Discover Sailing Day” hosted by your club as an open invitation for members of the public to come down and experience sailing but also, and very importantly, life at your sailing club. It’s an opportunity to sell the amazing benefits your club provides to members. Don’t just think sailing, think friendships, social, mental and physical health and wellbeing.

Australian Sailing have developed the following resources for your club:

• Poster templates
• Digital assets (templates for webpages and social media sites)
• Discover Sailing Day guides.

SailPASS

SailPASS is a means by which a non-member can go sailing at your club.  It’s a form of introductory or short term membership (for a day); a simple way to get more people having fun in boats at your club and breaks down lots of barriers to sailing.

Australian Sailing have developed the following resources for your club:

• Poster templates
• Digital assets (templates for webpages and social media sites)
• Case studies as examples
• Setup guides
• Videos for promotion and/or explanation

Bring a friend days are a great way to start using SailPASS

SheSails

SheSails is designed to recognise all of the amazing female contributors to our sport, and to encourage women of all ages to enjoy sailing through organised activities at your local sailing club.

Australian Sailing have developed the following resources for your club:

• Poster templates
• Digital assets (templates for webpages and social media sites)
• Case studies as examples
• Setup guides
• Videos for promotion and/or explanation
• SheSails representative forums and networks

 SheSails is a brand for your club to use to assist in attracting and retain more female members.

Media Guide

To increase the reach of these messages’ clubs are encouraged to engage with their local community by utilising the reach of the media. Media is not only the mainstream print, television and radio, but also the social and online.

Australian Sailing have developed the following resources for your club:

• Media guide with tips and useful information.

We recommend using these resources to assist in the development of a club media or communications plan. Provide these resources to whomever in your club is currently or in the future responsible for these topics.

Research

Australian Sailing keeps an archive of previous research done by external organisations on participation in sailing, and includes:

• Past National Sailing Participation Census results
• The Gemba Active Sports Participation Report (in conjunction with the ASC), which looked at the landscape, market size, motivators and barriers, retention, image perceptions and commercial impact.
• Australian Sports Commission research

We recommend you have a read and keep in the back of your mind when developing and promoting new events, activities and membership options.

In a recent survey of Learn to Sail participants the reasons for them not continuing with sailing at a club was:

1. Lack of information on what to do next.
2. Lack of information on the next course.
3. Lack of information about access to boats.

Does your club provide this information to course participants?

Further information

Should you or your club require any further information please contact your Australian Sailing Club Services Officer.

Australian Sailing Staff Contacts.