We might all operate online, but old fashioned community-driven direct methods such as the distribution of printed flyers and posters are far from dead and can still be really impactful when it comes to marketing Squash Stars locally.

Explore our 10 practical tips for driving awareness and gaining local exposure for your sessions amongst parents:

1. Contact schools within a five-mile radius of your venue and ask them to email parents about your sessions. Here’s some suggested wording you can use. Alternatively, you could even go directly to the school and do an assembly introducing your club or run a Squash Stars trial session in the hall.
2. Contact your local?Active Partnership who will have contacts with many local community groups that could help to promote your sessions.
3. Public noticeboards - ask your local supermarket, post office or library to put up the Squash Stars flyer/poster on their noticeboards.
4. Place the poster/flyer in local bus stops and at train stations (with permission).
5. Ask your local GP surgery, hospital, dentist and opticians to put up the poster/flyer and?grab attention in waiting areas.
6. Ask if you can leave the flyer/poster in non-competitive businesses where your target audience might frequent e.g. coffee shops, gift shops (offering the same exposure in return).
7. Reach out to the local paper about running an article on your sessions. Don’t forget to signpost them to the toolkit for quality photos. We’ve more tips here on engaging the press [LINK].
8. Search Facebook for your town/city’s local group page as well as any parenting groups. Joining groups that your target market is in and posting your content in them makes group members more likely to engage with you.
9. Word of mouth is the most successful form of marketing. You have access to a large extended network of friends, families and acquaintances via your club members - it can be as simple as asking players and your workforce to?spread the word?amongst their family, friends, colleagues and neighbours.
10. Place the Squash Stars flyer/poster around your courts and in the changing rooms/back of toilet doors. Part of a multi-sport venue? Place the flyer/poster on other sport’s noticeboards.

Social media is unavoidable. Today, almost everyone is a member of at least one platform. Besides their wide reach, what’s great about social networks is that most of them are free to use and present an inexpensive way to promote Squash Stars.

According to a recent study, more than 70% of UK women influence, decide and make the final purchase on household and lifestyle wide products. Choosing the right social platform to market to mums will help you boost awareness amongst this target audience. Here we go over some of the most effective networks for targeting mums:

• Facebook: Mums who use Facebook are more likely to check the platform several times a day compared with dads (56% vs. 43%).
• Instagram: Mothers who use the internet are more likely than fathers to use Instagram, 30% vs. 19%.

What to post

Post Squash Stars photos/videos from the Squash Stars toolkit at least three times per week on your social pages using the suggested wording:

Squash Stars is a new unmissable junior programme for kids aged 5-9 starting on [insert the date your Squash Stars sessions begin]. This six-week programme builds fundamental skills and confidence, encouraging kids to reach for the stars on and off court.

For just £42, your child will get six sessions and a kit bag which includes a racket, ball, t-shirt and goggles.

Find out more and enrol your child at squashstars.co.uk

#SquashStars

Tips for increasing reach

• Increase reach through targeted ads such as Facebook Boosted Posts - read our guide here.
• Increase reach through tagging in multiple organisations such as your local active partnership or your club’s sponsor(s) and encouraging them to retweet or share.
• Search Facebook for your town/city’s local group page as well as any parenting groups. Joining groups that your target market is in and posting your content in them makes group members more likely to engage with you

Email and WhatsApp are powerful and inexpensive channels for encouraging word of mouth and asking your current members to tell their family, friends, colleagues and neighbours about Squash Stars.

Copy and paste our suggested wording below and download the accompanying graphic.

Subject: Squash Stars has landed - spread the word!

We all know that squash can be a forever sport. Once you step on court for the first time, it’s hard not to get hooked. That’s why we’re launched Squash Stars at the club - an action-packed six-week programme for kids aged 5-9 to help youngsters get the squash bug too, and help ignite a lifelong love of the game!

Kids are taught the fundamental skills to play squash through action-packed fun games and drills by our specially trained leader.

For just £42, kids will get six sessions and a kit bag which includes a racket, ball, t-shirt and goggles.

Pass the message on and let everybody know that Squash Stars has landed at the club! Parents can enrol now before [INSERT DATE] at squashstars.co.uk

[INSERT GRAPHIC]

Getting your stories into local radio, newspapers and magazines is all about cultivating relationships. Journalists and editors are constantly looking for new stories and material to fill their slots but you’ll need to carefully prepare your story/pitch.

And whilst you might think that good news sells, as the saying goes, it’s also very hard to bring good news to life in the press. You need to understand your story, your audience and your objectives here.

Research

Firstly, research and gather a list of the relevant email addresses for all of your local news media including:

• Local journalists and hyperlocal bloggers
• Local newspapers
• Local radio stations

One of the most important things to do is to demonstrate to the media that you know what they are interested in – as a media outlet, as well as the individual journalist. You wouldn’t go to the business reporter with a sport story for example. Understand what part of the paper your story fits in to, for example, or which radio show on your local BBC Radio outlet is all about music, or has more of a newsy element to it. Typically, breakfast or drivetime shows are best for this.

Getting in touch

Secondly, to interact with the media, you could include a proper press release (see our sample template below). This gives the journalist a well-rounded, all-encompassing document with all the information they need to bring the story to life.

In this day and age in the current landscape, media receive hundreds (we are not exaggerating here) of press releases each day. So you need to stand out. A strong subject line in the email is the way forward here. When pitching to local media, make it clear what the area / location is so they know it’s definitely one for them.

But the press release itself won’t generally get you coverage. For print / online media in regions, it may work as it’s something they could easily run. But for radio, and many other journalists, they will want an interview or something more to demonstrate the story. So a strong covering letter, to accompany the press release, is key here [see our sample template below]

A key thing to remember with press releases is being concise, to the point, getting information across, and being factual.

Further ideas

Another thing you can do to gain exposure in your local paper is to ensure your sessions are included on their local listings / what’s on / upcoming events page. They are easy to do and as long as you fill in the online form correctly, more often than not, they will run at some point.

Think of any other community groups you may know of, such as Facebook pages, local notice boards, schools etc. that you can get in to and promote your events.

Templates: Email Pitch & Press Release

Hi [INSERT FIRST NAME],

I am the [YOUR ROLE] of [CLUB] and wanted to get in touch to discuss an upcoming initiative we are running with England Squash.

From [INSERT DATES], the club will be running Squash Stars, a nationwide junior squash participation initiative from England Squash to attract thousands of girls and boys aged 5-9 to the game.

We would love to work with you to generate some excitement about the initiative and help introduce more people, from our diverse communities into a new sport. We are happy to arrange interviews with [WHO FROM YOUR CLUB? COACHES, YOU ETC.].

Please see below a press release which has more information on Squash Stars that will help.

Thanks,

[YOUR NAME]

Introducing young people from [INSERT LOCATION] to new sports with national initiative

[YOUR CLUB] has signed up to a national initiative to get more young girls and boys taking up squash, and trying a new sport.

The six-week programme, which will be delivered at [CLUB NAME] in [LOCATION], will introduce children aged 5-9 to the fun game of squash. All Squash Stars will receive six group coaching sessions, and a free racket, a ball, bag and goggles to help them get in the game.

Squash Stars will help children learn fundamental skills to play squash, and develop hand-eye coordination, racket work, movement and match play through action-packed fun games and drills delivered by specially trained leaders.

The sport of squash has risen in prominence over the last year, following the 2022 Commonwealth Games in Birmingham. The Games saw England win its first ever gold medal in the women’s squash singles thanks to Gina Kennedy. Many other medals were won too by the England squash team including gold and silver in the men’s doubles as it came down to an epic all-England final. The squad also claimed silver in the women’s doubles and bronze in the women’s singles.

Following a truly successful competition, England Squash, and participating clubs, are working hard to still maintain that momentum and is encouraging young people up-and-down the country to try the sport through Squash Stars.

[NAME], [ROLE] at [CLUB] said: “[INSERT QUOTE DISCUSSING EXCITEMENT AT PROGREAMME].”

England Squash player Gina Kennedy, who won in the 2022 Women’s singles event at the Commonwealth Games expressed her delight in support of the programme Squash Stars, saying: “Squash has had an amazing impact on my life and it’s so important that we give young people the same experience. I really hope that these 5-9-year-olds that take part in Squash Stars really enjoy not just playing squash but develop a passion for sport in the process.”

Parents can now enrol their child onto the programme via www.squashstars.co.uk.

Aimed at 5-9 year olds, Squash Stars is an exciting programme that builds fundamental skills and confidence, encouraging kids to reach for the stars on- and off-court. This six-week junior beginner’s programme focuses on guiding children to collect stardust in skills such as hand-eye coordination, racket work, movement, balance and match play. Every Squash Stars leader receives a Squash Stars t-shirt and will deliver fun Junior 101 activities to groups of children over the six-week programme.

Messaging

We want to help juniors soar in every aspect of their life and that starts with a positive experience with sport. Squash Stars is a fun programme for kids of all backgrounds, shapes, and sizes, providing an inclusive space where they can truly belong.

Discover

Through fun Junior 101 activities, Squash Stars will discover the game of squash, build confidence, and find joy in trying a new sport.

Play

Kids shine brighter with Squash Stars. This is a chance for them to play, have fun on court, and burn bags of energy!

Make friends

Squash Stars is the perfect opportunity for children to make friends outside of school. The social aspect

How to promote Squash Stars sessions

• Use Facebook, Twitter, and Instagram - if you don’t already have accounts for the venue, set one up!
• Update your social media regularly to keep parents engaged.
• Use the campaign hashtag to get your sessions noticed: #SquashStars
• Have a dedicated page on your own website for the programme and direct people to this from social media.
• Advertise in your club newsletter, encourage club members to tell their non-squash friends about what you’re doing.

Parents play an important role when it comes to young people participating in a new sport. They are the ones who will be encouraging their child to try Squash Stars, and are an emotional support throughout this six-week programme. When looking at your social media and website, if parents can see that your club is a fun, safe, and inclusive space, they're much more likely to engage with your content and sign their child up to your Squash Stars sessions.

Here's some tips from the Child Protection in Sport Unit for working with Squash Stars parents:

1. Set up ways to positively communicate with parents from the start.

2. Get to know parents, listen to any concerns and try to act on them.

3. Make time to regularly update parents about their child's development.

What is Squash Stars?
Aimed at 5-9 year olds, Squash Stars is our new junior programme at [insert club/venue name] starting on [insert the date your Squash Stars sessions begin] that builds fundamental skills and confidence, encouraging kids to reach for the stars on and off court. This six-week junior beginner’s programme focuses on guiding children to collect stardust in skills such as hand-eye coordination, racket work, movement, balance and match play. The more stardust they have, the brighter they’ll shine! Each Squash Stars session is led by our trained leader, [insert name here] and will give your child the chance to explore, play, and make friends in a fun and safe setting. We want to help them soar in every aspect of their life and that starts with a positive experience with sport.

What does your Squash Star get?
For just £42, your star will get six sessions and a kit bag which includes a racket, ball, Squash Stars t-shirt and a pair of goggles straight to your door.

Why should my child try Squash Stars?
Squash will leave your child beaming from ear to ear. As it’s suitable for kids of all backgrounds, shapes, and sizes, squash provides an inclusive space where they can truly belong. It’s also an indoor sport, so they can avoid the unpredictable British weather and stay warm on our courts! By taking part in Squash Stars, your child will benefit in many ways:

• They'll have tonnes of fun whilst being active and learning something new.
• It’s an opportunity to make friends outside of school.
• They can put their new skills into practice and head to the court as a family, giving you an opportunity for extra quality time together.
• The sessions boost confidence and encourages them to reach for the stars.

Find out more and sign up your child at squashstars.co.uk

Squash Stars is our new, unmissable junior programme for kids aged 5-9 starting on [insert the date your Squash Stars sessions begin]. This six-week programme builds fundamental skills and confidence, encouraging kids to reach for the stars on and off court.

For just £42, your child will get six sessions and a kit bag which includes a racket, ball, t-shirt and goggles.

Find out more and enrol your child at squashstars.co.uk

#SquashStars

Hi

Squash Stars has landed!

In case you haven't heard, Squash Stars is our brand new, unmissable junior programme for kids aged 5-9 starting on [insert the date your Squash Stars sessions begin]. This six-week programme encourages your child to collect stardust in skills such as hand-eye coordination, racket work, movement, balance, and match play. For just £42, your child will get six sessions and a kit bag which includes a racket, ball, t-shirt and goggles. Each session will be led by our trained leader and will give your child the chance to explore, play, and make friends in a fun and safe setting. We want to help them soar in every aspect of their life and that starts with a positive experience with sport.

If you'd like to sign your child up, visit squashstars.co.uk