Pick a Demographic and Develop a Marketing Plan of Action
Bowls Development Officer Jake Schuknecht was at the MLBC on May 28, 2019
We were given a task to look at a demographic, and follow through to strategize
with action steps . The members at this meeting picked the demographic of 65+
years. Questions were posed for this task , that guide us to think of ways we can look
at attracting new members to Lawn Bowling. The following is the set of questions,
and our responses.
DEMOGRAPHIC age 65+
What does your demographic want /need?
-Something to do with grandchildren
How does your club fill that need?
-Other entertaining events such as in Potluck, Cards, interclub exchanges
-Teamwork when bowling and as a volunteer
-Volunteer, Local in the community, coaching kids, board member
How does your demographic prefer to communicate?
-Paperwork/take home stuff, Bookmarks with info (hardcopy)
-Show and tell
STRAGETY and ACTION
How will you market to your target Demographic?
-Verbal presentations to organizations
Invitations to attend “introduction to bowling” eg. Probus, Church, legions curling clubs
What will you do? Who will do it? and When?
-Solicit connections/referrals from within our members, to follow through
with focus groups. Ask.
-Start early in Sept/Oct, eg write secretary of Probus Group
so we can be on their agenda, and other groups
-Indoor Lawn Bowling , is social and keeps members engaged
-Jan/Feb meet to develop an action plan
-Assign duties , as in freebies?
What do we need/supplies/programs? How much will it cost?
-Brochures 100 are free from Bowls Canada. Place Flyer inside with
times of open house and other info.
-Co-ordinate to website, there are u tubes that are informative
and available at no cost to promote Lawn Bowling.
-Learn to Bowl Program, we have purchased a kit for this
to make bowling fun !
-Ads in newspapers. Need a budget!
Community events is free ad weekly in the Canadian Champion
Parks and Recreation also has a community booklet to put in about bowling
Chamber of commerce has a free listing to add to their directory .
Newsletters of church organizations
What are your Smart Goals?
S is for Specific, M is for measurable, A is for attainable, R is for realistic and T is for
S -Increase open house attendees, Look at attracting 50+ people coming.
Utilize Coaches and members who are fun be with. This is not the time for perfection.
M -Guest book and or waiver to be signed that has their phone number, and or email
to follow up with
R -Yes!! Phone people /send email
T -Full year plan, and ongoing.
How to Evaluate /Gather Data?
-Record Keeping/ Follow up