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September 2016

SPORT IN MIND

4th September 2020

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MEET THE TEAM

Lee Ying Qing

Engagement Manager

Joshua Sacks

Senior Consultant

Daniel Walsh

Consultant

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PROJECT

OVERVIEW

EXECUTIVE SUMMARY

APPROACH

PROJECT SCOPE

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PRESENTATION AGENDA

PROJECT OVERVIEW

Project Scope
Summary
Approach

MARKETING STRATEGY

WEBSITE AUDIT

DIGITAL OFFERING

DIGITAL TRAINING MANUAL

Social Media Assessment
Strategy Development
Recommendations

Website Analysis
Key Takeaways
Recommendations

Business Model Canvas
Market Segmentation
Design Thinking

Technology Analysis
Recommendation

OVERVIEW

CORONAUNITY

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FOUR AREAS OF OUR PROJECT SCOPE

Assess shortcomings of the Sport in Mind website and alterations to improve users experience

WEBSITE AUDIT

Utilise social media outlets to increase Sport in Mind’s awareness and engagement rate

SOCIAL MEDIA

Maximise the effectiveness of existing email newsletters in the short term and develop an app for long-term strategy

DIGITAL OFFERING

Analyse the features of Canva and MailChimp and create an instruction guide to manage the transformation

DIGITAL TRAINING MANUAL

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OVERVIEW

CORONAUNITY

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EXECUTIVE SUMMARY

OVERVIEW

Focusing on posting times, hashtags and user generated content to increase reach and interaction

Differentiate the email newsletter for better reach via converting Canva Pro to MailChimp

Increase user interaction through UGC for social media strategy and further develop the email newsletter as short term digital offering

MARKETING STRATEGY

DIGITAL OFFERING

RECOMMENDATION

CORONAUNITY

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OUR APPROACH

Start

Finish

RESEARCH

WEBSITE AUDIT

Benchmark other charity websites for improvements

DIGITAL TRAINING MANUAL

MARKETING STRATEGY

Assess Sport in Mind’s current social media and compare to other organisations

DIGITAL OFFERING

Developed Business Model Canvas

Performed market segmentation with other charity analysis

Developed a guide to convert Canva designs into MailChimp

OVERVIEW

CORONAUNITY

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MARKETING STRATEGY

SOCIAL MEDIA ASSESSMENT

STRATEGY DEVELOPMENT

RECOMMENDATIONS

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SPORT IN MIND HAVE A STRONG FOUNDATION WITH POTENTIAL FOR INCREASED INTERACTION

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Brand/visual consistency
Reasonable variety in content
#DontDropTheBall campaign delivery

SEE APPENDIX 1

STRENGTHS

Sparse interaction with followers/community
No Instagram thumbnail on some videos
Small social media team

WEAKNESSES

Increase interaction with followers
Prioritise upload during peak times
Use affiliation with high profile users

OPPORTUNITIES

Uncertainty due to Covid-19
Social media is a rapidly changing technology

THREATS

Increase interaction with followers
Prioritise posting timings
Use trends to increase reach

KEY TAKEAWAYS

MARKETING STRATEGY

CORONAUNITY

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INSTAGRAMS ENGAGEMENT RATE IS ALMOST 10 TIMES HIGHER THAN OTHER PLATFORMS

Instagram has an engagement rate of 1.22%, almost 10 times higher than any other platform

INSTAGRAM ENGAGEMENT RATE

Instagram and Twitter have properties which encourage contributing user-generated content

OPPORTUNITIES FOR USER-GENERATED CONTENT

Instagram has a large and growing UK audience (27M), Twitter is SIM’s largest follower base (3.3k)

AUDIENCE BASE

Niche audience and difficult to grow organically, the higher income level may mean significant potential donors

Despite having the largest audience, Facebook has a highly congested feed, making growth challenging

FACEBOOK

Youtube and Tiktok require significant resources to produce content

YOUTUBE & TIKTOK

SEE APPENDIX 2

MARKETING STRATEGY

CORONAUNITY

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MARKETING STRATEGY

SOCIAL MEDIA ASSESSMENT

STRATEGY DEVELOPMENT

RECOMMENDATIONS

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USE HASHTAGS AND TRENDS TO BOOST ENGAGEMENT AND ALLOW POSTS TO REACH NEW AUDIENCES

Using related trends to Sport In Mind (sports and mental wellbeing) should be the focus

Instagram posts benefit especially, between 8-14 tags, with longer, more specific tags maximising engagement

HASHTAGS INSTAGRAM

1 or 2 hashtags are optimal on Twitter and are more effective if other users post with the hashtags

HASHTAGS TWITTER

Awareness days are effective to reach a new audience, a list of relevant awareness days has been compiled

AWARENESS DAYS

Using current trends is important to increase reach, Trendsmap is recommended

TRENDS

MARKETING STRATEGY

CORONAUNITY

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USE NANO-INFLUENCERS ARE BECOMING MORE COMMON AS INFLUENCERS HAVE LONG BEEN USED BY BRANDS

Influencers with lots of followers do increase reach, however interaction rates are low and they tend to charge

INFLUENCERS

Influencer with a few thousand followers, high interaction rates, more likely to become brand ambassadors for charities cheaply or for free

NANO-INFLUENCERS

Influencers have long been used by brands, but using “Nano-Influencers” (1K-10K followers) is becoming common

Micro-Influencers have 10K-50K followers

MARKETING STRATEGY

CORONAUNITY

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RESEARCH OF SUCCESSFUL SOCIAL MEDIA CAMPAIGNS SHOWS USER-GENERATED CONTENT IS A USEFUL TOOL

The BHF focus their campaigns around UGC

BRITISH HEART FOUNDATION

Instagram #HereForYou campaign focused on mental health issues

INSTAGRAM

Starbucks successful #RedCupArt campaign

STARBUCKS

“Ask Alex” allowed emotional connection with a homeless person

CYRENIANS

MARKETING STRATEGY

CORONAUNITY

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MARKETING STRATEGY

SOCIAL MEDIA ASSESSMENT

STRATEGY DEVELOPMENT

RECOMMENDATIONS

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IMPRESSIONS PEAK IN THE MORNING BUT INTERACTIONS PEAK LATER IN THE DAY

Cross sectional assessment of each platform, nonprofits and Sport In Mind audience

In the morning, impressions peak but interaction is lower

Peak quantity of posts

Twitter: 3 - 7 per day

Instagram: 2 - 3 per day

Facebook: 1 - 2 per day

LinkedIn: 2 - 3 per week

MARKETING STRATEGY

CORONAUNITY

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CREATE MORE CONTENT WITH USER GENERATED CONTENT CAMPAIGNS

#SmallSteps/#FirstSteps

INCREASE ENGAGEMENT

Using posts from SIM participants and followers will improve engagement and interactions

PLANNING & SCHEDULING

Posting at the right time of day and using trending topics will boost reach and interaction

SHARE AND MOTIVATE

Sharing posts of people taking their first step may motivate people who are particularly struggling

PERSONAL STORIES

The use of the personal stories from the SIM website should further inspire people to take the “first step”

REQUEST PICTURE FROM FOLLOWERS

Launch similar to #DontDropTheBall, request photos of someone's “first step” of their exercise ( them or their surroundings)

MARKETING STRATEGY

CORONAUNITY

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CONTACT UNIVERSITY SOCIETIES TO ALLOW SPORT IN MIND TO ENGAGE NEW AUDIENCES

Simple email to engage students with links to more detailed information

Available on different devices, laptop or smartphones

Brief information about who Sport In Mind are and what they do

Key Takeaways:

MARKETING STRATEGY

SEE APPENDIX 3

CORONAUNITY

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WEBSITE AUDIT

WEBSITE ANALYSIS

KEY TAKEAWAYS

RECOMMENDATIONS

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3 KEY AREAS WERE ANALYSED TO SEE HOW SPORT IN MIND COULD IMPROVE THEIR WEBSITE

SITE IMPACT

OTHER CHARITY ANALYSIS

Analysing other charities as benchmarks can show Sport in Mind where it can improve

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HOMEPAGE DESIGN

Homepage design is integral to people staying on the website

A successful charity website should convey the great work they are doing well

WEBSITE AUDIT

CORONAUNITY

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WEBSITE AUDIT

WEBSITE ANALYSIS

KEY TAKEAWAYS

RECOMMENDATIONS

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SPORT IN MINDS HOME PAGE IS EASY TO NAVIGATE, HOWEVER THE BLUE IMAGE COULD BE OF HIGHER QUALITY

Easy to navigate with clear headings and logo placed in the top left

Key takeaways:

The blue image in the centre could be improved on some devices

Current fundraising events, Michael Ojo and Duncan Roy, should be at the forefront

WEBSITE AUDIT

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CORONAUNITY

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WEBSITE AUDIT

WEBSITE ANALYSIS

KEY TAKEAWAYS

RECOMMENDATIONS

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PLACE DONATE BUTTON AT THE TOP RIGHT CORNER OF HOME PAGE

KEY RECOMMENDATIONS

Add a relatively large “Donate” button in the top right corner

Add a “Get help now” next to the donate button

Include a search bar for visitors to easily find the information they want

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Mind

Health in mind

WEBSITE AUDIT

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UPDATE THE PERSONAL STORIES AS THEY ARE HIGHLY IMPACTFUL ON THE WEBSITE

Very touching:

Adds a realness to the website through empathy of Sport in Mind’s clients

Great writing & formatting:

The standard of writing and layout of the stories are superb

Key takeaways:

No new stories updated since 2018:

Updating the stories is recommended to keep the site fresh

SEE APPENDIX 4

WEBSITE AUDIT

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CORONAUNITY

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FOCUS ON WAYS DONORS CAN SEE HOW THEIR MONEY IS USED

Mind homepage:

Sport in Mind does have this information on their donate page

Sport in Mind homepage:

However they could consider a move to the homepage like Mind

WEBSITE AUDIT

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CORONAUNITY

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INCLUDE A DEDICATED COVID-19 SUPPORT PAGE TO HELP PEOPLE WHO ARE GREATLY AFFECTED BY THE PANDEMIC

Show that a charity is impacting during these difficult times - as the sporting world has been greatly impacted people may wonder how Sport in Mind is managing

Tell visitors how they can get involved or be helped now distancing and lockdown has changed many things

These pages:

WEBSITE AUDIT

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CORONAUNITY

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DIGITAL OFFERING

BUSINESS MODEL

CANVAS

MARKET SEGMENTATION

DESIGN IDEAS

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BUSINESS MODEL CANVAS FOR SIM DIGITAL PLATFORM

Key Partners NHS Sports clubs Educational institutions

Cost Structure Charitable activities Raising funds

Revenue Structure Charitable activities Donations

Key Resources Volunteer Fundraising activities Donation

Value Proposition Being active, not competitive Promote mental and physical health

Relationship Podcast: Charlie Webster Fundraising events: Michael Ojo

Participants Segment Over the age of 18 Focus on Reading

Key Activities Sports

Channels Website Social Media

DIGITAL OFFERING

CORONAUNITY

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Daniel - before you go into the business model canvas, can you give a brief overview of what you are doing or why we are using a BMC. Perhaps, could say, Sport in Mind came to use to help them evaluate some ideas for a digital platform. To begin with, we created a business model canvas in order to understand how SIM works.

‘We developed a BMC which is an overview of the business, to help us identify how to develop the digital offering’.

Overview of Sports in Minds in Business Model Canvas

Key Partners: Mainly with NHS

Key Activities: Sports (such as jog, yoga, taichi, table tennis, badminton, basketball, football crossfit) JOURNEY

Key Resources: Volunteer who support sports session, fundraising activities and donation

Value Propositions: Deliver the value of proactive not competitive, Promote mental wellbeing, Improve physical health

Relationship: Partner with Charlie Webster for Podcast session, iNSTAGRAM POST → Duncan roy involved ‘links to Duncan Roy the Rower’.

Communication Channel: Website and social media such as Instagram, Facebook, Twe er, YouTube and LinkedIn

Participants segment: over the age of 18 n now focus in Reading area

Cost and Revenue mainly from charitable activities

Cost 1 to 2 pound per session: 94% back to sports, 6% for fundraising and governance

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DIGITAL OFFERING

BUSINESS MODEL

CANVAS

MARKET SEGMENTATION

DESIGN IDEAS

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THE TARGET AUDIENCE WANT TO BE INTERACTED WITH AND SUPPORTED

Between the ages of 30 to 60
Focusing on all genders and income levels

DEMOGRAPHICS

South East and Reading area

GEOGRAPHICAL

50% of people older than 55 suffer mental health problems but they are less likely than younger people to seek professional help

PSYCHOGRAPHIC

People like to explore different activities

BEHAVIOURAL

DIGITAL OFFERING

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Email is 40 times more effective than social media to acquire new user

50 % of the people aged 55 years old and above in the UK suffer from mental health problems. South East and Dorset (Oxfordshire, Buckinghamshire, Berkshire, Dorset, Hampshire, Surrey, Sussex and Kent)

57% population in the reading area lies in the age group 20-60
Lifestyle: active (Retirement age 65)
Concerns: depression, anxiety (Retirement, Loneliness, etc..)
Attitudes: Positive help-seeking
Older adults’ positive attitudes and treatment beliefs are unlikely barriers to their use of mental health services

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2735824/ → older people less likely to seek help for mental health problems.

Speaking notes:

We undertook market segmentation and found the key demographics to be people of all genders and incomes between 30-60. Focused in the reading area.
We also found older people are less likely than younger people to seek help, which is a problem to tackle.
We established for SIM customers people like to progress through different activities, from walking to tai chi to tennis.

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IN THE SHORT TERM, CREATE EMAIL NEWSLETTERS AS A DIGITAL OFFERING

Sed ut perspiciatis unde omnis iste natus error sit volup tatem accus antium dolor emque lauda nt ium, totam rem aperiam.

FEATURES:

Create a strong connection with existing participants

Stabilise marketing endeavors

Increase website traffic and referrals through email newsletters

EMAIL NEWSLETTER ACCESSIBILITY

People must subscribe and have to be advertised

DIGITAL OFFERING

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CORONAUNITY

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DEVELOP AN APP FOR LONG TERM DIGITAL OFFERING TO IMPROVE COMMUNICATION WITH USERS

Offer better personalised experiences

Ease of sending notifications

Utilising features of a mobile device for interactive user experience

APP ACCESSIBILITY

Over 70% of target audience have smartphones in the UK

DIGITAL OFFERING

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CORONAUNITY

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DIGITAL OFFERING

BUSINESS MODEL

CANVAS

MARKET SEGMENTATION

DESIGN IDEAS

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ADD A SIGN-UP BUTTON IN REGIONAL NEWSLETTER FOR STRONG CALL TO ACTION

Key Takeaways:

Detailed events information

First session attendees button attract new participants to join

Sign up option to generate strong calls to action

DIGITAL OFFERING

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CORONAUNITY

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PARTNER WITH UNIVERSITY IN THE NATIONAL NEWSLETTER

Key Takeaways:

Sed ut perspiciatis unde omnis iste natus error sit volup tatem accus antium dolor emque lauda nt ium, totam rem aperiam.

FEATURES:

Align with social media calendar to introduce weekly/monthly events

Provide update on COVID-19 and the impact on the regular sport session

Deliver positive key message to motivate participants

Partner with university to increase new audience base

DIGITAL OFFERING

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CORONAUNITY

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IN THE LONG TERM, DESIGN AN APP AS A JOURNEY OF

SELF-DISCOVERY

Design as a self-discovery journey to people experiencing mental health for learning and growth

Gap in product offering from Amplify

Monthly goals for clear direction and guidance

Vision board to understand participant’s inner self

Key Takeaways:

DIGITAL OFFERING

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CORONAUNITY

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USE A MONTHLY CALENDAR TO HELP USERS REACH SMALL GOALS IN THE APP

Share results privately and publicly to build a social relationships within the community

Include notifications to boost participants motivation

Key Takeaways:

DIGITAL OFFERING

CORONAUNITY

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USE A MOOD BOARD TO HELP USERS TRACK THEIR INFLUENCES OF FEELING

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Mood board to record feelings

Gratitude to develop positive emotions

Encourage users with supportive words

DIGITAL OFFERING

CORONAUNITY

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DIGITAL TRAINING MANUAL

TECHNOLOGY ANALYSIS

RECOMMENDATION

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MAILCHIMP IS EMAIL FOCUSED WITH AUDIENCE INSIGHTS

Pro - £8.99 per month (60000+ templates and brand identity kit)

PRICING

To create design templates anywhere

FEATURES

4.7/5 stars with 2,630 reviews

USERS REVIEW

VS

Standard plan - £14.99 per month (include audience insights)

PRICING

Tracks progress, engagement and create emails on the go

FEATURES

4.3/5 stars with 10,606 reviews

USERS REVIEW

TRAINING MANUAL

CORONAUNITY

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DIGITAL TRAINING MANUAL

TECHNOLOGY ANALYSIS

RECOMMENDATION

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DIGITAL TRAINING MANUAL

Converting Canva designs to MailChimp

Log into your Canva account and select the design template you want to use

In the template editor, click on the Download drop-down and scroll down to the Mailchimp integration. Select this option and click on ‘Connect Mailchimp’

Enter your Mailchimp login credentials and click ‘Log in’. After you log in, you will be directed back to the Canva app

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TRAINING MANUAL

CORONAUNITY

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DIGITAL TRAINING MANUAL

Converting Canva designs to MailChimp

Now your account is connected, open up the finalised template in Canva

Click on the Download drop-down and scroll to select the Mailchimp option. This drop-down may be labeled ‘Print’ depending on the design you choose

Click the Save button. Your image will begin to sync to Mailchimp. The image will be available for your use in the Content Studio

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TRAINING MANUAL

CORONAUNITY

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KEY TAKEAWAYS THROUGHOUT THE PROJECT

Increase interaction by uploading according to time schedule, use trends and incorporate UGC

SOCIAL MEDIA STRATEGY

Develop the homepage, for example image quality and adding current fundraisers to increase the time people stay on the website

WEBSITE AUDIT

Add a sign-up button will increase 371% of single call-to-action rate and include journaling concept is proven to strengthen the emotional function in the long term

DIGITAL OFFERING

Instructions on how to convert Canva designs into MailChimp’s email services

DIGITAL TRAINING MANUAL

KEY TAKEAWAYS

CORONAUNITY

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THANK YOU FOR YOUR TIME.

QUESTIONS?

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MailChimp Sport In Mind Regional Newsletter

https://us17.admin.mailchimp.com/templates/share?id=143269745_cd174e4acafde0b6c370_us17

MailChimp Sport In Mind National Newsletter

https://us17.admin.mailchimp.com/templates/share?id=143269745_f80e6ebd8e8812bb5b34_us17

Canva for app design

https://www.canva.com/design/DAEFTNsLp3M/share/preview?token=OzCv0nGF5QO0suv1nxDpaQ&role=EDITOR&utm_content=DAEFTNsLp3M&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

General Social Media Demographic

https://sproutsocial.com/insights/new-social-media-demographics/

Social Media Engagement Rates

https://www.rivaliq.com/blog/social-media-industry-benchmark-report/

Employee Social Media Intro (Page 20)

http://dl.motamem.org/social_media_engagement_for_dummies.pdf

Instagram Statistics

https://adespresso.com/blog/instagram-statistics/

Healthline research

https://intermountainhealthcare.org/blogs/topics/live-well/2018/07/5-powerful-health-benefits-of-journaling/

Social Media Key Terms

https://www.mediaupdate.co.za/social/144306/10-social-media-terms-you-should-add-to-your-vocabulary

APPENDIX

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APPENDIX 1: IMPRESSIONS AND ENGAGEMENT RATE FOR A #DON’TDROPTHEBALL POST COMPARED TO THE MONTH

APPENDIX

CORONAUNITY

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APPENDIX

APPENDIX 2: SOCIAL MEDIA UK AUDIENCE AND ENGAGEMENT RATE

CORONAUNITY

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APPENDIX

APPENDIX 3: POSSIBLE UNIVERSITY SOCIETY CONTACTS

PSYCHOLOGY SOCIETY

Contact: psysoc@groups.exeterguild.com

Aim:

To expand the society’s outreach

COOL RUNNING SOCIETY

Contact:

coolrunnings@groups.exeterguild.com

Aim:

Build a healthy relationship with mental health and exercise

BATH ASSOCIATION OF PSYCHOLOGY STUDENTS

Contact:

su-baps@bath.ac.uk

Aim:

To get involved with local charities

VTEAM

Contact:

vteam@bath.ac.uk

Aim:

Support local charities and causes

University of Exeter

University of Bath

University of Warwick

WARWICK MIND AWARE

Contact:

warwickmindaware@gmail.com

Aim:

To help raise awareness for mental health issues

YOGA SOCIETY

Contact:

warwickuniversityyoga@gmail.com

Aim:

Promote physical and mental benefits

CORONAUNITY

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APPENDIX

APPENDIX 4: PERSONAL STORIES ARE SOME OF THE STRONGEST PERFORMING PAGES

CORONAUNITY

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