ULSTER GAA: Promoting your club

PROMOTING Gaelic games and culture is a core objective for every GAA club.

In today’s fast-paced world, people have many options for how they spend their free time. With this in mind, strong promotion strategies are essential for any club aiming to attract and retain members within its community.

The first step in marketing your club’s activities and values is identifying your target audience. This may include current members, players, coaches, parents, families, potential sponsors and the broader community.

Once your audience is clear, the next step is to develop a strong club brand and define the key messages you wish to communicate.

Typically, clubs aim to build their reputation, promote upcoming events such as matches and fundraisers, and highlight their role as a vital part of the local community.

Research and planning:

Once you’ve identified your audience and defined your message, the next step is to conduct thorough research. It’s essential that the club is open to learning more about how it is perceived and where it can improve. Key areas to explore include:

– How people view the club overall.

– What they value about the club and what they believe could be improved.

– How effective current marketing and communication efforts are.

– Opportunities to enhance marketing and communication.

– Ways the club could better connect with both members and the wider community.

This feedback will form the foundation for developing a comprehensive marketing and communication strategy.

Who is responsible?

Clubs that succeed in marketing and communication often have a dedicated team responsible for promotional activities.

While the communications officer (formerly PRO) has traditionally led these efforts in GAA clubs, the demands of modern communication make it difficult for one person to manage alone.

With growing audiences, an increasing appetite for information, and multiple channels for sharing messages, a team-based approach is now essential. Typically, the communications officer is supported by an assistant and a wider marketing and communications working group to ensure effective outreach and engagement.

Promotional tools:

In the past, club promotion relied heavily on club notes, parish bulletins, and a few posters in the clubhouse. Today, however, the range of marketing and communication tools available has expanded significantly – and continues to grow.

To keep pace, clubs should identify individuals with skills in areas such as digital and social media, photography and videography, and ensure they receive the training and support needed to contribute effectively.

If your club has a website, assign someone with the appropriate expertise to keep it regularly updated. A website or social media page that hasn’t been refreshed in months sends the wrong message and fails to reflect the energy and activity of a vibrant club.

Budget:

While many promotional platforms are free to use, it’s good practice to set a budget for your club’s marketing and communication efforts. Consider what activities may involve costs and focus on spending in ways that offer the greatest impact and value for money.