5 minute read
Marketing and Promotion
Raise the profile and increase the appeal of gymnastics
Insights
Facebook Followers Page Views Increase in Page Likes Increase in Page Followers Increase in Post Reach
2020 Marketing and Communications Plan
The Marketing and Communications Plan was implemented in June 2020 and used as a tool in promoting SG programmes, events, and general news. SG is committed to helping athletes, members and affiliated clubs achieve their full potential. The Marketing and Communications Plan was developed with the intent to improve the content of the SG website and social media platforms, as well as strategies to maximise engagement with members and the community at large.
Social Media
With the objectives of increasing website traffic and to engage the community further, SG utilised the various social media platforms to share interesting and informative content. These platforms such as Instagram and Facebook have improved external communication as information could be easily shared and the various chat functions made informal communication more convenient.
A social media contest was launched on 13 April 2020, to increase community engagement and social media traffic.
The information below are key metrics of Singapore Gymnastics’ Facebook page, which shows the five important insights and a brief comparison of the page from March 2020 vs March 2021.
March 2020
4,805 971 3,445 3,809 5%
March 2021
5,486 6,216 4,534 5,012 18%
The information below are key metrics of Singapore Gymnastics’ Instagram page, which shows the six important insights and a brief comparison of the page from March 2020 vs March 2021.
Insights
Instagram Followers Interactions Profile Visits Website Clicks Email Taps from IG Profile Impressions
March 2020
2,026 621 568 51 0 20,048
March 2021
2,449 642 949 159 2 26,383
Membership Benefits
With the aim to raise the profile and increase the appeal of gymnastics through members benefits, Singapore Gymnastics collaborated with:
Itai Sports - Distributor in Singapore for sporting goods and healthcare products. Singapore
Gymnastics Members received 10% discount for all purchases with the promo code ‘SG10’
CATCHPLAY+ - Streams a vast library of movies. Singapore Gymnastics members were entitled to claim 1 complimentary movie of their choice from CATCHPLAY+
Go Pure and the April 2020 ‘STAY-HOME SALES’ campaign where there was 20% discount for all products online for active members
Dental Benefits – Dr. Hoe Wah Toon offers preferential rates for all SG Members.
Starbalm
Singapore Gymnastics collaborated with Starbalm through Sport Care products for the 2021 National Championships: Hot & Cold Gel, inhalers and hand sanitizers. These products are designed with an ethos in mind, “Exercise with a Plan” in order to prevent injuries and ensure quick recovery, as their products can be applied before, during, and/or after any form of exercise.
Starbalm has also offered Singapore Gymnastics a potential sponsorship package of Sport Care Products for the upcoming year.
“Start Here, Go Anywhere” In May 2020 “Start Here, Go Anywhere” National campaign was released to advocate the benefits of participating in gymnastics. SG believes that the development of confident and competent movers is the most important outcome for physical education. Research shows that children who have developed competency in fundamental movement skills are far more likely to participate in sport and recreation throughout their life and will have reduced obesity risk. There are also positive links between fundamental movement skills and a child’s social skills, self-esteem and academic performance.
Gymnastics can play a very important role in developing movement competency in children. "Gymnastics is to sport what the alphabet is to reading.
‘Start Here’ - Children can choose many different paths where they can make friends, build body confidence and learn new skills.
‘Go Anywhere’ - It may keep children in gymnastics for life, assist them with foundational skills in other sports or could simply be memories of great experiences at their gymnastics club, where they become gymnastics fans for life!. Go Anywhere also means that athletes who leave gymnastics can go forth and pursue, and even excel in their chosen sport through the strong foundations built when they were in gymnastics.
Gymnastics develops fundamental movement skills, increases confidence and competence, and promotes healthy participation in physical activity. It keeps children fit and provides them with the skills of control, flexibility and strength.
The “Start Here, Go Anywhere” campaign which promotes the benefits of gymnastics to the SG Community had been successful through promotional videos on YouTube and the continued use of the hashtag in social media.
In 2021, SG will be developing a KinderGym promotional video and 26 small online KinderGym exercise videos that children and the caregivers will be able to do at home. These will continue to link to the “Start here, Go Anywhere” campaign, while actively promoting the benefits of gymnastics.
Thank You Heroes
The coronavirus pandemic had upended life for nearly everyone, especially our front line workers who had to face more risks than most. SG joined the rest of the community in thanking those who provided essential services during this time. To thank our front liners, athletes from SG’s National Training Centre sent through videos conveying their heartfelt messages, which were published on our social media platforms during April 2020.
2020 Club Welcome Back Video
The year 2020 will forever stand out in the history books due to the unprecedented effects of COVID-19. The virus had caused large parts of the world to go into lockdown for a number of months. Because of this, businesses, where groups of people gather in close proximity to each other, had to close and this included all the gymnastics clubs.
A Welcome video from the Club owners/club representatives was published on 18 June 2020 to uplift the spirits of gymnasts after a long break from training due to circuit breaker and the easing of restrictions with the purpose of promoting to the nation that the clubs were back in business, conducting gymnastics classes.
Coach Appreciation Month 2020
Coaches are the driving force behind the journeys of sporting excellence, and the development of skills and character. Every September, the Singapore Coaching community recognises the tireless contributions of coaches. As part of this celebration, SG encouraged all clubs to promote their coaches online.
