Marketing to Mums Encouraged the Local Community to Try Tennis Together
With Tennis Australia's 'Play Tennis Month' coming up directly after the Australian Open, Slamin Tennis & Fitness wanted to leverage the buzz around the game of tennis to encourage everyone in their local community to 'Try Tennis' for themselves.
Slamin Tennis & Fitness in Melbourne were excited about their partnership with Tennis Australia's 'Play Tennis Month'. As a leading tennis academy, they’ve always been committed to making tennis accessible to everyone, and this annual initiative allows them to take that commitment to the next level.
Every February, Tennis Australia (TA) in Victoria runs their annual 'Play Tennis Month', encouraging everyone to participate in free tennis lessons through participating clubs and coaches. This initiative capitalises on the heightened interest in tennis following the Australian Open (AO).
Objectives
At The Change Starter, we were entrusted with a transformative mission: to inspire Australian Open enthusiasts to embrace the joy of tennis and take their first steps on the court. Our goal was not merely to encourage individuals to sign up for a free lesson but to create a ripple effect that would spread the love of the sport throughout the community.
Our ultimate objective was to empower tennis enthusiasts to become ambassadors for the sport they love. By actively inviting their friends, family, and acquaintances to give tennis a try, they could ignite a passion that would continue to grow and flourish. The target was for everyone on Slamin's mailing list to successfully sign up at least one new person for the free tennis lessons.
To achieve this, our team crafted a strategic, multi-channel campaign that harnessed the power of targeted email and social media communications to Slamin’s wide-reaching network of mums. By promoting the free trial offer through these channels, we reached a wide audience of potential players and created a buzz around the sport.
Strategy
At The Change Starter, we recognise the power of community in growing the sport of tennis. That's why our approach to the "Try Tennis" campaign focused on mobilising our existing database and social media audience of players’ Mums and their families to spread the love of the game.
Our target audience for this campaign was parents, adults, and seniors who had enquired about, or experienced Slamin's programs firsthand in the past, but become lapsed. Additionally, by communicating with parents, we had the opportunity to encourage them to try tennis, whereas previously Slamin may have only been communicating with them regarding their child's lessons.
Throughout February, Slamin offered free tennis lessons, marketing to mums, and carers of persons with intellectual impairments (PWII), as well as blind, hard of hearing and wheelchair tennis participants. All necessary equipment, including racquets, were provided. The campaign encouraged participants to consider who else in their family or social circle they could introduce to tennis. This could be siblings playing together, parents bonding with their children, adults involving their partners, or even grandparents and seniors playing with their grandkids or for general fitness and socialising.
Deliverables
To maximise the reach and impact of our campaign, we developed a multi-channel campaign that leveraged the strength of our existing communication platforms.
By emphasising the outdoor, fresh air aspect of tennis, along with its full-body fitness benefits, cardiovascular advantages, social elements for adults, and teamwork opportunities for kids, our messaging showcased the wide-ranging appeal of the sport.
We sent personalised emails to Slamin’s existing customer database, including lapsed customers, encouraging them to book a free trial for themselves (if they are parents of a player) or invite siblings and grandparents to take part. By utilising Slamin’s CRM software, we ensured the message was tailored to each recipient, fostering a sense of connection and community.
We also made use of the power of social media by creating compelling posts on the Slamin Facebook and Instagram pages. These posts not only promoted the free trial offer but also encouraged Slamin’s followers to share the opportunity with their networks. We boosted these posts to reach a wider, localised target.
At the heart of our approach was a deep belief in the power of the Slamin community to grow the game of tennis. By providing a free opportunity to try tennis at Slamin throughout February, we made it easier than ever for our existing players to invite their loved ones to experience the sport.
Creative Showcase
Outcomes
The 'Try Tennis' campaign was an overwhelming success. Slamin saw a huge surge in interest and participation and their free tennis lessons were fully booked throughout February. Enthusiastic individuals of all ages demonstrated their eagerness to experience the joy of tennis. The true testament to the campaign's effectiveness lay in the fact that the majority of these participants then transitioned to paid lessons, recognising the value and expertise that Slamin brought to their tennis journey. This demonstrates the power of community-driven marketing in delivering engagement and sales to grass roots businesses.
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