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W
hat are the most efficient ways to communicate registration
information, special events and schedule changes? How
can specials at the concession stand or at the pro shop best
be advertised? How do you improve customer service without a
crowd at the front desk?
One answer is digital signage. There are a lot of companies
out there. Some provide screens to your facility at little
or no upfront cost. Some share sponsorship or advertising
revenue. Others incorporate your facility's local
advertising.
What is the benefit of a split screen that displays a sponsor's
message alongside an advertisement for a special? Brand
awareness, sponsor activation, and sales.
Sometimes, facility operators don't have to sell advertising; the
ads are placed for you, and the facility earns revenue. Others
choose to have a little bit more control over their advertising.
Jodi Blackwell is the CEO of Saskatoon Soccer
Centre, a Canadian Indoor Sports Association facility
member in Saskatchewan.
DIGITAL ADVERTISING
AND SPONSORSHIP
"We're a little different than most USIndoor members because we
are a nonprofit and because we're Canadian." Their basic needs,
however, are typical of most facilities that rely on advertising and
sponsorship for revenue.
"As a nonprofit, we don't have any funding from the city or
province. We rely on advertising and sponsorship to keep our
rates accessible for the soccer leagues and other users."
In the beginning, many supported Saskatoon Soccer Centre's
fundraising campaigns. "As you get into your day-to-day
operations, however, those things get much more challenging.
We had to be more creative, to show some value for people to be
part of our facility."
The facility had sold dasher board ads and field sponsorships.
"The move was to try to find sources that we hadn't looked into
before." Digital advertising could provide additional revenue, as
well as a way to communicate facility news and information.
"We work with a local marketing group that has a number of
clients that do the board advertising and have done a little bit of
the digital stuff, too." GPS Strategies, which also happens
