Communications

Develop lasting and valued relationships with all stakeholders

The Communication Strategy

The Communication Strategy was developed in March 2020 to help SG improve the quality of information that is being conveyed within the sport to members: Clubs, Coaches, Judges, Gymnasts, Parents and Officials. It identifies how Singapore Gymnastics will improve links with external stakeholders, including the media, sponsors and partner organisations.

The Strategy includes details on current practice and future developments in the key areas of:

Communication Objectives

Communication Principles

Stakeholder Communication

Communication Channels

Communication

A variety of methods were used to meet the objectives of the Communications Strategy, including but not limited to the following activities:

Website

SG's website is the first place to go for all information about SG’s events, policies and news. The site was regularly reviewed and updated, providing information about Singapore Gymnastics and its services to members and the community.

Direct Emails

Direct emails and the fortnightly newsletters were sent to all clubs which included direct links to information on SG’s website.

Events

SG continued to organise events amid the pandemic to increase the awareness of the sport in the wider community.

Event Surveys

Upon the conclusion of each event, SG conducted online surveys to gather feedback so participants can have a more positive experience in the following event(s).

News Releases

SG regularly promotes events, activities, information and success stories on its website. It also utilises via social media and the fortnightly newsletter as a key promotional tool.

Business WhatsApp

To elevate customer experiences, SG set up a Business WhatsApp in May 2020 to send notifications, customer service messages, and essential information to all members.

Business WhatsApp has higher delivery rates than the use of SMS, enabling SG to send out messages with images, videos, and files thus providing a more engaging customer experience.

Annual Survey

In April 2020, a gymnastics community Feedback Form was released to identify opportunities where SG could improve customer service, engagement, member benefits and programme.

SG introduced the annual survey in 2018 to collect valuable information and data to ensure that SG continues to offer the community what they need, while ensuring a more rewarding and enjoyable experience with SG.

The 2020 Annual Survey featured 23 questions which explored two key areas:

An Action Plan was created in July 2020 from the results of the Annual Survey with the aim to increase SG's Net Promoter Score (NPS) x 5% in 2021.

The team at Singapore Gymnastics looked at customer experience themes like brand loyalty, preferred channels of engagement, customer service frustrations, and more. The main takeaways from the survey were shared with the community with an outline on how SG was going to improve customer experience.

The main takeaways from the 2020 survey to improve customer experience scores were:

SG has been focusing over the past few years on the development of a robust education framework that reduces barriers to entry, making the coaching accreditation process more streamlined, while still developing competent coaches. SG has rolled out the Fundamental Coaching Course, the entry into gymnastics coaching. SG aims to increase the conduct of Fundamental Coaches Courses to four or more a year to cater to the demand. SG is also focusing in building the competency of coaches in the community through the Singapore Gymnastics Development Programme (SGDP), Masterclasses, and workshop. In 2020 SG launched the discipline specific Intermediate Coaching courses. SG will ensure to continue to communicate to the community the clear progression and pathway for our coaches while developing a stronger and more unified community.

SG developed communication timelines around the promotion of key activities and events to provide information in a timely manner to its members and committed to the fortnightly newsletter to increase the information dissemination.

SG is committed to increasing meaningful and beneficial membership benefits and will continue to focus on this area of the business while improving on its customer service to all members. To alleviate members concerns and ensure that membership with SG is driven by its members’ needs, SG will continue to garner feedback through various channels such as surveys and forums.

How does experience affect brand loyalty? What forms of customer engagement are most meaningful to today’s consumer?

Shortage of coaches in Singapore

Timeline around information dissemination

Value for money

Response time to the sgoffice emails

Lack of understanding to the purpose of a National Sporting Association, such as Singapore Gymnastics.

SG implemented some operational strategies to manage the general office email account over the past year, and while we are still working to improve on this, the National Office Teams is committed to improving our ongoing communication.

SG developed a communication piece around the importance of the National Sporting Association in the Sporting Ecosystem, with the intent to communicate and educate the community on the purpose and importance of a National Sporting Association and the role SG plays in supporting the clubs and promoting the sport of gymnastics.

Along with the Annual Survey, the National Office staff regularly conduct mini surveys to determine the impact of events, projects and activities conducted by SG, with the aim of continual improvement.

HIGH PERFORMANCE

Nurturing athletes to achieve international success.