Usc marketing u8 player tug mctighe_final_tm

S O C C E R C L U B M A R K E T I N G
S O E A S Y A U 8 P L AY E R
C O U L D D O I T.
T U G M C T I G H E
K C F U S I O N | D E G

F I R S T O F A L L , W H O I S
T H I S G U Y ?
T U G M C T I G H E | S O C C E R C L U B M A R K E T I N G S O E A S Y A U 8 P L AY E R C O U L D D O I T

T U G M C T I G H E
E X E C U T I V E C R E AT I V E D I R E C T O R
D E G | O V E R L A N D PA R K , K S
2 5 Y E A R S I N M A R K E T I N G / A D V E R T I S I N G

H O W D I D Y O U D R I V E
H E R E ? W H O D I D Y O U
H E A R F R O M ? W H AT
B R E A K FA S T D I D Y O U
E AT ? W E AT H E R ?
2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7
AGENCY OVERVIEW
A S S O C I A T E S
+
%G R O W T H , L A S T 5 Y E A R S
320 177

T H E S E A R E T H E K I N D S
O F C H O I C E S Y O U M A K E
E V E RY M O M E N T O F
E V E RY D A
You pitch it, you build it. Welcome to the company
where anyone can be an entrepreneur.
ONE OF THE 25 COMPANIES
CHANGING THE WORLD
INC. MAGAZINE
These are the kinds of choices you make each and every day, and you didn’t even know you were making choices.

I N O T H E R W O R D S :
Y O U ’ V E A L R E A D Y B E E N
I M P R O V I S I N G F O R 3
H O U R S .
TRUSTED
B Y T O P B R A N D S

I N O T H E R W O R D S :
Y O U ’ V E A L R E A D Y B E E N
I M P R O V I S I N G F O R 3
H O U R S .

B U T T H I S G U Y I S A L S O
T H I S G U Y.

1 9 8 4

1 9 8 7

1 9 8 7
( L I T E R A L LY M Y FAV O R I T E P I C O F M E E V E R )

S O T H AT ’ S M E .

A N D S I N C E I A M A
M A R K E T I N G G U Y A N D A
S O C C E R G U Y, I H AV E
S O M E T H O U G H T S .

T H E Y A R E S I M P L E .
T H E Y A R E S T R A I G H T F O R WA R D .
T H E Y C A N B E A C T I VAT E D T O D AY.

1 .
L O O K I N S I D E .

S A R A M AT T H E W S
C O A C H
S O C I A L M E D I A
And get your coaches to help. This is Sara. She manages Fusion’s social media channels.

Derek Colato and Colin Frier are 2001 boys that are both budding ﬁlmmakers. Get them to help you make video content for your club.

They will do it because they are part of the club. Everybody wins.

2 .
O C C A M ’ S R A Z O R
But back to it.

Occam’s Razor (CLICK)

I F A L L T H I N G S A R E E Q U A L ,
T H E S I M P L E S T I D E A I S T H E B E S T O N E .
If all things are equal, the simplest idea is the best one.

If all things are equal, the simplest idea is the best one.

W H O I S Y O U R TA R G E T ?
W H AT I S Y O U R O F F E R I N G ?
Y O U R M I S S I O N , V I S I O N ,
A N D VA L U E S ?
Get together with your staﬀ, your board — whatever — and work out your target audience, your oﬀering, your mission, vision and values. Not every club is the same or
needs to have the same goals.

Figure out who you are, what you stand for and then tell the world that story.

In simple, authentic and uncomplicated ways.

F I G U R E T H AT O U T A N D
C O M M U N I C AT E I T T O T H E
W O R L D .
Be simple, open, honest, and transparent.

And keep it simple stupid.

3 .
I F Y O U H AV E N ’ T T O L D
T H E M 7 X , Y O U H AV E N ’ T
T O L D T H E M 1 X .
People don’t pay attention. People don’t pay attention. People don’t pay attention. Ok, have I got your attention?

I know you told them that the ﬁelds are closed, but tell them again. And again. I know you told them what time to be there. Tell them again. I know it’s in TeamSnap.
That’s not enough. Text, email and post. And do it again. I know it’s annoying and that you as the coach or admin or manager know what time the game is. But they
don’t. Even though you told them.

Delayed ﬂight story.

Tell them, tell them, and yes, tell them.
If you haven’t told them 7x you haven’t told them 1x.

Don’t get mad that you have to tell them again. Just tell them again.

4 .
D O N ’ T B U Y E M A I L L I S T S .
D E V E L O P Y O U R O W N .
Why? Here’s why.

Don’t become this. We ALL hate this.

PEOPLE ARE PROTECTIVE OF THEIR PRIVACY

Would you want someone buying your email address? (NO)

Sending to subscribers who have not opted-in is illegal in some
countries like Canada and the EU.

It could violate your email provider’s (MailChimp,
SalesForceMarketing Cloud etc.) terms and conditions.
Sending to subscribers who have not opted-in is illegal in some
countries like Canada and the EU.

DON’T DAMAGE YOUR SENDER REPUTATION.

This includes the “From” address, display name, and IP address.

Bad sending reputation ends up getting you in spam and junk folders.

When they “report as spam” it’s bad for you.
Bad sending reputation ends up getting you in spam and junk folders.

WHAT TO DO INSTEAD:

Send an email asking recipients if they still want emails from club.
WHAT TO DO INSTEAD:

Keep everyone who says YES, delete those that say NO.
WHAT TO DO INSTEAD:

Keep everyone who says YES, delete those that say NO.
Reach out again (and again, see #3) to those who don’t resoond.
WHAT TO DO INSTEAD:

BUILD YOUR LIST BY BEING VALUABLE.

Create a blog or newsletter.

Curate interesting content about youth soccer, world soccer etc. and
share it with your subscribers.

Curate interesting content about youth soccer, world soccer etc. and
share it with your subscribers.
Make your email an important tool your families cannot live without.

5 .
S U B J E C T L I N E S / P R E
H E A D E R S . # 1 P R I O R I T Y.
And yours mostly stink.

Set it up / Pay it oﬀ / Make it have “news” in it

Make sure the SL and PH work together.

Not “roses are red / roses are red” — “roses are red / violets are blue”

From: tugmctighe@fakeemail.com
SL: Tickets on sale – READY PLAYER ONE
PH: Plug into the OASIS and see this amazing virtual world FRIDAY!
From: tugmctighe@fakeemail.com
SL: Popcorn and a movie would be great — tickets on sale!
PH: Plenty of options today at any of our theaters!
VERSUS:
Try to keep these subject lines to 45 characters or less. They start getting cut oﬀ.

6 .
C O A C H E S A R E D U M B .
M A N A G E R S A R E S M A R T.

T H I S I S W H AT A C O A C H
T H I N K S A B O U T.

T H I S I S W H AT A
M A N A G E R T H I N K S
A B O U T.

Or to connect it better to our world … TeamSnap.

Hey, somebody get the TeamSnap people in here, I need some kind of kickback. Just kidding.

But seriously. Get those TeamSnappers in here.

W H O D O Y O U WA N T
R U N N I N G T H I N G S ? : )
But seriously, managers can really help the coaches organize and communicate better, which in turn, will help them coach better.

If you don’t use manager in your club, I would seriously consider it.

We waive our coaching fees for those men and women that become our managers. Believe me, it’s worth it.

7 .
T R E AT I T L I K E A B U S I N E S S .
B E C A U S E I T I S O N E .
Act like people are paying for it. Because, in most cases, they are.

For better or for worse, that makes it a business. Even if it’s a not-for-proﬁt one.

Create a staﬀ, create oﬃce hours, answer the phones, provide value.

This is the MUSC/Fusion oﬃce staﬀ. They get ALL the shit done.

Laurie, Shawn, and my lovely wife Sarah.

And this fellow is Nathan Herrington, he’s a coach and our Operations Manager.

A LOT changed for Fusion when he came in.

He put into play many things we thought we might do, but never could get them done.

I appreciate them all more than they will ever know.

8 .
A F R I E N D LY R E M I N D E R :
I T ’ S Y O U T H S O C C E R .

A N D T H AT M E A N S I T ’ S
A B O U T M O R E T H A N W I N S ,
L O S S E S O R E V E N
D E V E L O P M E N T.

I T ’ S A B O U T G R O W I N G A N D
A C H I E V I N G A N D C O M P E T I N G
A N D L E A R N I N G H O W T O B E A
P E R S O N .

I N O T H E R W O R D S , I T ’ S
A B O U T L I F E .

T H E R E I S N O B E T T E R O R S A F E R
P L A C E T O T RY A N D FA I L T H A N
O N A S O C C E R F I E L D .
J A S O N P E N D L E T O N
E X E C U T I V E D I R E C T O R , K C F U S I O N

D U R I N G T H E P R E Z O ,
M AY B E S O M E O F Y O U
N O T I C E D T H I S G U Y.
I truly believe that this game can become a life.

And I can prove it.

Is also THIS guy.

And THIS guy.

His name is Todd and he’s been my best friend since we met, on a soccer ﬁeld, in 1980.

We still coach together. And this player, and this player are our sons Nick and Colin. They are growing up best friends too. Not because of business or marketing, but
because of soccer.

A N D I T H I N K T H AT ’ S
P R E T T Y E F F I N G
A W E S O M E .

T H A N K Y O U .

T U G M C T I G H E @ G M A I L . C O M
@ T U G O N T H I S
M E T R O U N I T E D S C . C O M
K C F U S I O N . C O M
T U G M C T I G H E
K C F U S I O N | D E G

Usc marketing u8 player tug mctighe_final_tm

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