Getting word out to diverse young people can be challenging. It takes time to not only get hold of the right people, but to build the trust with these connections to the point that they will refer people on to your programmes.
Tips for setting the Right Promotions
- Have a promotions plan ready when you engage with diverse young people. Think about who you want to connect with, when and how.
- Try not to promote too early – but also not too late! Timing promotions can be challenging at times with some communities preferring lots of lead in time and others, such as some African communities, preferring less notice – timings will depend on your target audience so be sure to ask your community contacts about this when developing your promotions plan. On average Connect2sport found that you need to build in at least a month to promote, which means you need to confirm programme details (dates, venues, and cost) at least 8 weeks out in order to have promotional material ready to distribute.
- Remember word of mouth is the best form of promotion for diverse young people. Referrals from a trusted community leader, family member or friend are more effective than traditional marketing mechanisms. Once you have established trust with key contacts in the community they will advocate and promote Connect2sport to their friends and family.
- Use ethnic media channels to support distribution (e.g. ethnic media radio channels, newsletters, papers etc.). A list of ethnic media channels can be found in the Connecting with Diversity Auckland Sports Toolkit.
- Use Social media to communicate with diverse young people. Alongside word of mouth, social media is the most effective promotion mechanism for diverse young people. Diverse young people actively use Social Media as a means to stay connected and prefer this mechanism of communication to email.
- Try to promote to all rather than one. Relying on a team representative to relay messages to diverse young people is often not effective.
- Get your key contacts to help develop your promotional material – they can help ensure it connects with your target audience. Give copies of promotional material such as flyers to these contacts to distribute.
- Engage parents. Parents are often the gatekeepers to diverse young people’s participation in sport. It is important that you engage them and address any concerns they may have about their child’s participation. Often tag teaming with a community leader will build your credibility in this process.
- Tailor key messages to your target community. Each diverse community experiences unique barriers to sport participation and each community values sport participation in different ways.
- Promote in English to diverse young people. Diverse young people in Connect2sport programmes have noted that singling out different languages can make young people feel they stand out more when all they want is to fit in. If programmes were targeting an older diverse people, different languages would be more important.
Case Study: Thoraya’s Story
Thoraya Abdul-Rassol is a 19 year-old Muslim women and soccer enthusiast, who left the conflicts in Iraq to come to Auckland with her family in 1995. Growing up in NZ, Thoraya has managed to maintain her cultural values, and as a practicing Muslim she wears a hijab. Thoraya absolutely loves soccer and was an active participant in Connect2sport’s Ladies Only Futsal league. Watch a TV documentary about how Thoraya and a group of friends heard about and then decided to join the first ever Ladies Only tournament at the Auckland Cultural Football Festival.