How to Market Your Clinic

Your association has decided to take on the task of running a clinic. The date is selected, the site secured, speakers are lined up and the program is now set. But the most important task remains: Getting the word out so you’ll get the maximum number of campers.

Step 1 — Identify your target audience.

Once you know the who’s, what’s and when’s of your event, you will have an idea of the type of camper you’re trying to attract. Is yours an advanced camp, designed for veterans looking to move up a level? Is it for beginners? That information will be necessary if you are to get the message to the right people.

Step 2 — Use neighboring associations.

Send a flyer to other local associations announcing your event and ask that the information be provided to their members. Better yet, request five minutes of time at one of their meetings and present the info yourself. Those with questions will get immediate answers. With luck, you’ll even get people to register the same night you visit.

Step 3 — Use the Internet.

There are any number of officiating-related bulletin boards on the internet. One posting will be seen by thousands of potential campers. Just direct them to the link on your association’s website. If your state association approves of your camp, a link to camp information may also be placed on the state’s website.

Step 4 — Use the media.

The media is quick to jump on officials for perceived errors in games. Asking the local TV station or newspaper to do a story on your camp will have the dual effect of showing sports fans officials actually do work in the offseason to improve themselves and making your event known to officials who might care to enroll.

Step 5 — Use your speakers.

If some of your speakers are officials or assigners at a higher level, they likely know up-and-coming officials who might benefit from your camp. Ask your clinicians to spread the word. After all, if the speakers think your camp is valuable enough they’ve agreed to speak, it must be a worthwhile event, right?