British Parachute Association and Archant Dialogue. Inspiring and growing the skydiving community. Communications strategy

Transcription

1 British Parachute Association and Archant Dialogue Inspiring and growing the skydiving community Communications strategy

2 Introduction and objectives British Parachute Association is the National Governing Body for Sport Parachuting. BY GARY WAINWRIGHT British Parachute Association (BPA) was founded in 1961 and incorporated as a not-for-profit company limited by guarantee, British Parachute Association Limited, in Our Patron is HRH The Prince of Wales. BPA maintains and promotes the highest standards of safety and training in the sport, encouraging participation and promoting excellence at all levels of skydiving from rookie to world-class competitor. BPA is improving the quality of its communications as part of its overall commitment to promoting participation in the sport. BPA s communications strategy is to inspire and grow the skydiving community. Using a range of multimedia channels, and working in partnership with Archant Dialogue, one of the country s largest independent media groups, BPA strives to communicate with members and potential members, raising awareness of the sport and increasing membership. 2

3 Communications aims BY GARY WAINWRIGHT To increase member participation and engagement with British sport parachuting To keep members up-to-date with the latest safety information and news To develop future plans for the sport To increase retention in the sport To encourage dialogue that results in continuous improvement of the sport To increase the number of new members joining the sport To provide a portal for information and advice for all those interested in sport parachuting To maintain a positive profile for BPA and sport parachuting To encourage competitive skydiving and celebrate British successes 3

4 BPA Stay safe Stay safe Safety comes first at BPA. It informs and underpins everything BPA does. BPA s Safety and Training Committee (STC) comprises the Chief Instructor of every BPA-Affiliated Parachute Training Organisation, and BPA employs its own world-class experts in sport parachuting safety. Safety arrangements are codified through the BPA Operations Manual. Much of BPA s work on safety takes place behind the scenes and we don t shout from the rooftops about it, but it s good to know it s there. BPA answers the question how safe? so prospective new jumpers, as well as existing members, can quantify the risks and exercise their informed consent to take part in our fantastic sport. 4

5 Communications principles BY ROB LLOYD Target audiences for communications are members, potential new members and the general public Communications will be: honest, open and accurate accessible consistent, relevant and timely Communication channels will be monitored and reviewed regularly Communications will be cost-effective and look to make effective use of new technology 5

6 Competitions BY NIGEL HOLLAND BPA encourages competitive skydiving at local, regional, national, European and world level. BPA Skills Coaching Roadshows nurture the grass roots of our sport and help to develop up-and-coming talent. BPA helps our National Champions to fly the flag at international competitions. And we celebrate and communicate our teams successes. 6

7 Stakeholders BY MARTIN GAMMON FOR THE ROYAL AERO CLUB BPA is responsible for developing effective communication links with members and other key stakeholders. Target audience will vary depending on the message being communicated. Stakeholders include: BPA Members BPA Affiliated Parachute Training Organisations and BPA Registered Display Teams Dropzones Suppliers Partners including Civil Aviation Authority, Royal Aero Club of the United Kingdom, International Parachuting Commission of the Fédération Aéronautique Internationale (the World Air Sports Federation) and the European Parachute Union Parachuting societies The wider public Media BPA staff 7

8 BPA branding We try to apply BPA branding consistently throughout all communications to present a clear visual identity. 8

9 The Archant mission Inspiring Communities We bring together motivated buyers and sellers through the creation of unique and compelling content and community expertise. Inspiring Communities We inspire the communities that we publish for and, in turn, we are inspired by them. 9

10 Inspiring the skydiving community Member communications: BPA Skydive the Mag E V I D y sk 2014.com August ethemag ation skydiv ci o ss A te u British Parach the mag BPA publishes six issues a year of its members magazine BPA Skydive the Mag, which is lively, informative and highly regarded both in the UK and as one of the top skydiving magazines in the world. In 2013, a digital edition of BPA Skydive the Mag was launched. It is available free of charge to BPA members via an exclusive access code. Non-members also have the opportunity to subscribe to the print edition, or the digital edition online or via the app. In June 2014, BPA Skydive the Mag celebrated its 50th issue with a special edition, including gold printing on the front cover and additional editorial. 10

11 Member communications: BPA enewsletter In 2013, BPA relaunched its bi-monthly enewsletter to members. To coincide with alternate publication months of the printed magazine, the enewsletter includes the latest news and information from BPA with links to the BPA website for more information. 11

12 Events: BPA Skydive the Expo The events held on BPA s AGM Day were re-launched in 2015 as BPA Skydive the Expo. It is the UK s premier international conference and exhibition on the sport of skydiving. The Expo includes seminars, an exhibition of skydiving kit and services, a gala dinner with entertainment and partying into the night. Held on a weekend in January, BPA Skydive the Expo is the place to meet, greet, tweet, learn, party and dance in a word, enjoy! 12

13 New member communications: BPA Skydive Starter Mag The success of BPA Skydive the Mag has been underlined by the addition of BPA Skydive Starter Mag to encourage those who have made their first jump to progress in the sport. A Skydive Starter App for tablets, available from the App Store and Google Play, was successfully launched in 2014 with a dynamic, interactive version of the BPA Skydive Starter Mag 13

14 Online communication: Websites BPA and Skydive the Mag are sister websites: and that offer members, as well as the wider public, a wealth of online information about all aspects of our exciting sport. 14

15 BPA Archive Project Communication is not just about where our sport is going. This also allows us to understand where we ve come from. To remember and reflect on the good old days. As part of the celebrations of BPA s 50th Anniversary in 2011, the BPA Archive Project was established. The rest, as they say, is history. 15

16 Media relations: PR BPA and Archant are working together to enhance PR for BPA and the sport and promoting it for greater engagement. The aim is to enhance PR for BPA and the sport through articles on skydivers and skydiving-related themes through Archant s portfolio of local lifestyle multi-media products. 16

17 Inspiring the skydiving community Measures of success BY ROB LLOYD Good communication will be measured by the following factors: All communications presented and delivered consistently on brand and on time A ll communications will seek to inspire the skydiving community and, where so targeted, the wider public through the broadcast of engaging content in print, online, on mobile and on the move. 17

18 Useful contacts BY GARY WAINWRIGHT British Parachute Association Ltd, 5 Wharf Way, Glen Parva, Leicester LE2 9TF A company limited by guarantee Registered in London no Martin Soulsby, Chair Adrian Bond, Communications Chair Tony Butler, Chief Operating Officer Jeff Montgomery, Safety and Technical Officer Martin Shuttleworth, Secretary-General Membership Services membership@bpa.org.uk Administration skydive@bpa.org.uk Telephone: Fax: Archant Dialogue, part of Archant Community Media Ltd. Archant Community Media Limited is registered in England under Company Registration Number and the Registered Office is Prospect House, Rouen Road, Norwich NR1 1RE Gavin Miller, Managing Director Zoë Francis-Cox, Publishing Director BPA Skydive the Mag Liz Ashley, Editor Mike Waters, Production Editor Archant Dialogue zoe.francis@archant.co.uk BPA Publications editor@skydivethemag.com Telephone:

19 BY DAVE BUTTERELL

20 British Parachute Association Ltd 2015