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03 MARKETING PLAN TEMPLATE

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Having a clear marketing plan offers British Taekwondo clubs a powerful advantage – it helps attract new members, retain existing ones, and raise the club’s profile in the local community.

With a focused approach to promotion, clubs can communicate their values, share success stories, and showcase what makes them unique.

Effective marketing also supports growth, builds trust with parents and participants, and ensures the club remains visible, relevant, and sustainable in a competitive activity landscape.

You can find an example Marketing Plan Template here

Follow the steps below to create a marketing plan for your club:

Objectives

Clear objectives within a marketing plan give clubs direction and purpose, ensuring every effort is focused and measurable.

By setting specific goals – such as increasing membership, retention of members, promoting events, or improving community engagement – clubs can make smarter decisions, track progress, and adjust strategies for better results.

Defined objectives also help align the team, maximise resources, and demonstrate impact to stakeholders, making growth more structured and achievable.

Audience

In a marketing plan, the Audience refers to the specific groups of people you aim to reach and engage through your marketing efforts – those most likely to benefit from or be interested in your product or service.

Identify key community groups: Parents & Families, Children & Teens, Adults

Secondary Audiences: Schools & Educators, Youth Organisations, Local Community Groups, Local Businesses.

Defining your audience clearly helps you tailor your messaging, choose the right promotional channels, and design programs that resonate with the people you’re trying to reach.

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Channels

In a marketing plan you need methods or platforms to reach your target audience and deliver your marketing messages. They act as the “delivery systems” for your promotional efforts. There are a number of different ways of reaching your audience:

1. Digital Channels

    • Social Media (Facebook, Instagram, TikTok, YouTube)
    • Email Newsletters
    • Club Website
    • Online Ads (Google Ads, Meta Ads)

2. Offline Channels

    • Flyers & Posters (schools, gyms, libraries, cafés)
    • Local Newspapers or Magazines
    • Radio/Community Bulletin Boards
    • In-Person Demos (schools, festivals, community centers)

3. Partnership Channels

    • Schools & Educational Institutions (through events, sponsorships, PE collaborations)
    • Local Businesses (cross-promotions)
    • Youth Organizations & Religious Groups

4. Internal Channels

    • Word of Mouth (incentivized referral programs)
    • Current Member Network (parents, students, friends

Each channel should be selected based on where your audience is most active and how they prefer to receive information.

Action Plan

The Action Plan outlines the specific steps, activities, and timeline your organisation will take to achieve its marketing objectives. It turns your strategy into concrete, actionable items.

1. Events Schedule

    • Open House Days: Invite the public to try free classes.
    • School Demonstrations: Partner with local schools for in-school demos.
    • Community Events: Host or participate in fairs, parades, or festivals.
    • Belt Ceremonies: Publicise student progress and invite families.

2. Marketing Campaigns

    • Social Media Campaigns: Weekly themes (e.g., “Technique Tuesday,” student spotlights).
    • Seasonal Promotions: “Back to School” discounts, New Year fitness resolutions.
    • Referral Drives: “Bring a Friend” week or referral reward programs.

3. Promotional Offers

    • Free Trial Class: For new prospects to experience the club.
    • Family Discounts: Lower rates for multi-member households.
    • Limited-Time Deals: Flash sales or limited-period enrollment bonuses.

4. Content Creation

    • Videos: Technique demos, testimonials, behind-the-scenes clips.
    • Blog Posts/Newsletters: Training tips, announcements, upcoming events.
    • Flyers & Posters: Distributed in schools, community centers, and local businesses.

5. Timeline & Responsibilities

    • Create a month-by-month calendar.
    • Assign tasks to staff/volunteers (e.g., “Instructor A manages Instagram,” “Parent volunteer handles flyers”).

The Action Plan is the bridge between planning and execution – it ensures your club stays organised, consistent, and proactive in its marketing efforts.

Metrics & Evaluation

Every marketing plan needs key performance indicators (KPIs) used to measure whether your marketing efforts are successful. They help you track progress, identify what’s working, and adjust strategies accordingly. Possible KPIs to consider can be:

1. Membership Growth

    • New Sign-Ups: Track how many new members join each month.
    • Conversion Rate: Percentage of trial participants who become paying members.
    • Waitlist Numbers (if applicable): Shows demand and capacity pressure.

2. Engagement Metrics

    • Social Media – Follower growth, post reach & impressions, likes, comments, shares, video views (especially for demos or tutorials)
    • Email Campaigns- Open rate, click-through rate, unsubscribe rate

3. Event Participation

    • RSVPs and actual attendance numbers at open houses, demo days, or workshops.
    • Feedback forms or surveys from attendees.

4. Member Retention

    • Churn Rate: Number of members who leave each month/quarter.
    • Average Membership Duration: How long members typically stay enrolled?
    • Renewal Rates: Especially for memberships with set terms.

5. Website & Online Performance

    • Website traffic (total visits, unique visitors)
    • Time spent on site, bounce rate
    • Online form submissions or registrations

6. Referral & Word-of-Mouth Impact

    • Number of new members from referral programs
    • Use of referral codes or tracking links

Click here to find more information on Branding and Marketing