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Track & Field Club Checklist: 5 Minutes to Improved Overall Success
Created By: David Kuch, University of Alberta, 2011 MBA Candidate
The purpose of this checklist is to help Clubs:
¾ Grow membership while retaining loyal members
¾ Enhance the professional image of Canadian Track and Field Clubs
¾ Create a strong brand and develop branding strategies
¾ Retain and recruit skilled staff
Key processes to implement are the following:
¾ Targeted Marketing
¾ Integrated Communications
¾ Enhance Personnel/Organizational Processes
The tables below highlight information to follow for success within the above processes:
This checklist is an outline of key processes that will assist your Club with maximizing marketing,
communications and internal initiatives. To use this checklist, go through each question and write in yes or no
in the designated column. If you answered “No”, use the rationale as a solution to guide you.
1. MARKETING
# QUESTION RATIONALE YES/NO
1 Have you partnered with the local community? Leveraging partnerships with organizations in the
community (e.g. high schools, fitness clubs, etc.)
will lead to more awareness.
2 Have your Club’s athletes or coaches joined a Joining a mentorship program will enhance the
mentorship program? profile of athletes and coaches, thus improving the
brand image of your Club.
3 Do you have a website? Is it user‐friendly? Having a website is important for marketing your
Club.
4 Do you use e‐newsletters? Brochures? Business Using e‐newsletters is effective in promoting your
cards for coaches? Club’s programs and for retaining members.
Brochures and business cards for coaches are also
effective.
5 Do you use social media to promote your Club (e.g. Social media is effective in reaching members and
Facebook and Twitter)? for promoting upcoming events. It is also effective
in reaching the “youth market”.
6 Has your Club created different membership Creating different levels of memberships is
packages? Are memberships personalized? essential to reach the varying needs of customers.
Offering a welcome letter, yearly birthday card for
all members and SWAG (e.g. free Club t‐shirt,
shorts, etc.) will create loyalty.
7 Are your training facilities appropriate? Does it Be sure to maintain and improve training facility
have to be updated? locations.
8 Are there any key events or seminars with Club Ensure Club staff attends key events within the
staff? community and provides seminars to increase the
brand of the club.
2. COMMUNICATIONS
# QUESTION RATIONALE YES/NO
1 Does your team have one standard communication Ensure there is one standard communication
process to communicate information to members process (e.g. email or website). It is ok to use
and staff? Facebook or Twitter, however to ensure all
members receive information email
communications are preferred.
2 Are communications for members or upcoming Ensure that all important information is regularly
events posted on the website? updated and posted on your Club’s website to
maintain legitimacy and to be organized.
3 Has your Club elected a staff member to be the Elect a staff member to be the key contact for all
prime contact for all communications? communications. Also ensure there is another staff
to act as the back‐up.
4 Does your Club use a specified staff member to Launch a team‐manager approach to close any
book all scheduling for athletes and coaches? gaps between scheduling. Use one main contact
person and one communication method to
maintain consistency.
5 Is there a public relations expert within the Club? Having a public relations expert within the Club will
assist with dealing with the media, as well as being
the main representation of the Club’s image.
3. PERSONNEL/ORGANIZATION
# QUESTION RATIONALE YES/NO
1 Are there any training manuals for employees’ roles Have all current staff and board members create
for your Club? training manuals for their roles. This will lead to
succession planning and having a back‐up plan for
other staff to follow.
2 Do all employees know about the Club’s policies? It is important to have a strong culture amongst all
Mission, vision, goals and objectives? personnel that understands the Club’s vision,
mission, goals, objectives and policies.
3 Is there an organizational plan for handling The Club must be ready to respond to any incident
incidents? that may occur at a training facility.
4 Does an organizational handbook exist? Having a master copy of your Club’s strategies and
policies is important for all personnel to have
access too. Has it been approved by management?
5 Are there contingency plans? Having back‐up plans for all areas of the Club (e.g.
facilities, training, employee conflict, etc.) will
allow for effectively managing conflict.
We hope that after completing this 5 minute checklist that you and your club are able to quickly identify areas
that need improvement in order to achieve the success that your club desires.
About the Author: David Kuch is a 2011, University of Alberta MBA Candidate, specializing in sport management. David completed a
summer internship with the Canadian Athletics Coaching Centre at which time David looked closely at athletics club development
within the City of Edmonton from a sport management perspective. David utilized his research and insights to create a business plan
for a local athletics club as well as the Edmonton International Track Classic.