Tennis Briefs: Marketing Your Programs to Women; President’s Message

More than Moms: Broaden Your Marketing to Women

By Laura Bowen, USTA Florida Director of Marketing, Membership & Communications

When it comes to marketing, it’s no secret that women are the gold standard. According to Forbes, women are the world’s most powerful consumers, driving 70 to 80 percent of all purchases.

Marketing to families is important. But, if we are only marketing to women as mothers, we are missing a big portion of that target market.

According to the U.S. Census Bureau’s Current Population Survey, nearly half of women between the ages of 15 and 44 did not have children as of 2014. To break it down even further, more than 49 percent of women between the ages of 25 and 29 were childless last year and nearly 30 percent of women age 30 to 34 were childless in 2014.

As a woman in this demographic, I will tell you that almost ALL marketing fails to reach me. (The NFL is a notable exception, as it has become much savvier in targeting young adult female fans). When I see a mom and children on TV or in any promotion, I tune out immediately. I don’t care what you are selling, I’m not buying.

Finding local opportunities to be active and social without children? That’s even more challenging. Men’s sports often are promoted as adult social activities, while women’s activities tend to be more focused on family and don’t account for a busy work schedule. To put it bluntly, while mothers will enjoy your family festival, most women like me won’t set foot at that event.

So while we focus more on family play, I encourage you to also expand your thinking about women:

1.  Create opportunities for women in their 20s and 30s (and men) to participate outside of the family unit. Co-ed social league play is a great option for this demographic.

2.  Think about where and how you are marketing your events, and look at what women in your market are doing for sport and social as examples to follow.

The good news is that we have a product that should be an easy sell. Women want to be active and social. Tennis does that. We just have to think broader to reach them.

USTA Florida President’s Message: Looking Back and Ahead to 2016

By Nancy Horowitz, USTA Florida volunteer president

Volunteers are not paid — not because they are worthless, but because they are priceless.

Traveling around the state and meeting people of all ages at workshops and special events, the statement above is foremost in my mind. The participation from volunteers on all levels proves that together we make things happen — and make a difference.

Service is the lifeblood of any organization. Everything flows from it and is nourished by it. Customer service is not a department.

“It’s an attitude.” This supports the passion our staff has for tennis and what they do for our association.

This past year has been full of so many wonderful things that impact tennis and also show the Florida Section is innovative in implementing new ideas. Here are some of the exciting events over the last 10 months:

10 and Under Tennis Youth Tournament Pathway — a clear, descriptive explanation of how children can learn to play — from a true beginner up to a high-level player. Creating a “player promise” and emphasizing sportsmanship has also been a great project to encourage players to compete fairly.

Diversity Camps — Three diversity camps in different regions of the state took place. Our diversity initiatives also targeted the Orange Blossom Tennis Association, Hebni, and Armbrister and Henderson parks for partnerships.

Tenis para Todos (Tennis For Everyone) — Our Hispanic tennis initiative is going well with year-round programs for adults and children. USTA national as well as other USTA sections are using Florida as a model for this initiative.

Among other initiatives, Tiebreak Tournaments and Fast Four formats are working well for adults with time limitations.

One of our outstanding young ladies from Florida, Star Makarome, won the national Bill Talbert Sportsmanship Award this summer and we all are very proud of her accomplishments. Coach Danielle Wiggins and the Florida Burn were finalists representing Florida at the USTA 16s Zonals in Texas. This spring, USTA Florida was present during the Miami Open with an entire week of play on two courts, along with information for children and adults.

One of the most exciting events earlier this year was the groundbreaking for the new USTA National Campus in Orlando. This will be the hub of tennis for all with many surfaces, 100 courts, and a totally inclusive environment. There will be world-class training and education, at a world-class facility, and we look forward to tennis professionals, coaches, volunteers, and event directors working together for the good of tennis.

One of our Masters Tennis ambassadors, Barbara Wong, mentioned how becoming involved with USTA Florida in 1990 not only opened up a new arena of friendships and social connections, but has allowed her to give back through tennis. “Tennis is not only a sport for life, but also one for the mind and body,” she says.

Other locations now starting their version of Florida’s Masters Tennis across the continent are Ottawa, North Carolina, Texas, South Carolina, Nebraska, and Minnesota. Organizations requesting demonstrations are AARP, FRPA, USPTA, and Silver Sneakers. Even though this is geared for older players, we also find Masters Tennis generational because of the smaller courts and various balls that are used that attract the entire family.

The year has been very action packed and exciting. There are so many things to look forward to in 2016, and together we all will enjoy the future of tennis if Florida.